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CONTENT THAT CONVERTS
PresentersChris Moody, Oracle Marketing Cloud Jeffrey L. Cohen, Oracle Marketing Cloud Nick Cicero, Delmondo Sarah Evans, Sevans Strategy (we haz a sad)
• NAME• TITLE• COMPANY• YOUR BIGGEST CONTENT CHALLENGE• SOMETHING THAT MAKES YOU UNIQUE
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THIS IS FOR
YOUCONTENT THAT CONVERTS
Content marketingHow do you define it?
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PresentersChris Moody
@cnmoody/in/chrismoody
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Why content marketing?CONTENT THAT CONVERTS
Spoiler AlertA very quick note about content strategy…
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“Content strategy guides the creation, delivery, and governance of useful, usable content.”Kristina Halvorson
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Only 1 in 3 businesses have a documented content strategy.CMI & MarketingProfs
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If you don’t write it down,it doesn’t happen.
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What is your one thing?
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You need a mission withgoals to measure success.
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REFRESH: WHY CONTENT?We build awareness and feed the demand engine with content our audiences find valuable. We will continue to promote the personality of our products and brand and interact in a human, engaging manner. We align with four of the OMC GSU initiatives:
15
Driving demand
Lead the Marketing Cloud
1
2
Create ideal customers
Customer culture and advocacy
3
4
The Mission
We want to make our customers and users successful in their careers. We support this. We foster this. We elevate this and show them off. We create more modern marketers who take us with them wherever their careers go.
This is how we win.
2 minute exercise:What is your mission as a content team?
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• Modern Marketing Essentials Guides (MMEGs): – Original idea, strategy and plan developed by Content & Social
team– Generated > 10,000 form submissions and counting– Each of these were the top 2-5 in MQL production
• Industry Recognition– Our OMC blog was named a Top 10 Corporate Blog by Social
Fresh and our Demand Gen Pro’s Cookbook email campaign won a Digiday award
• Building the Foundation for Success– Tight integration with the amazing Demand team– Integrated content and demand calendar
FY15 What Worked Last Fiscal
Our main goal is to drive more marketing qualified leads.
This applies to content and social.
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2 minute exercise:What is your main content goal?
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How to startContent strategy
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PresentersNick Cicero
@nickcicero/in/nicholascicero
Use brand pillars to set strategy, and that means owning and knowing what YOU stand for.
Less is more.
Seriously.
KNOW YOUR STORY CONTENT THAT CONVERTS
Innovation and the future of paymentsFinancial InclusionSafety and SecurityTravelSmall Business
MASTERCARD CONTENT THAT CONVERTS
MASTERCARD CONTENT THAT CONVERTS
Financial Inclusion Travel
Building A Funnel CONTENT THAT CONVERTS
Components of the Funnel• Awareness: What’s the space/topics
that our brand, and our customers experience daily. Help, don’t sell. (Top)
• Evaluation: Tell me how to solve the problem (Middle)
• Decision: Show me how to fix the problem (Bottom)
How to startTopics and Themes
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PresentersJeffrey L. Cohen@jeffreylcohen
/in/jeffreylcohen
“Either write something worth reading,or do something worth writing about.”— Benjamin Franklin
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Business Expertise of Company
Personal Interest
Subject Matter Experts
What You Know CONTENT THAT CONVERTS
Persona Research
Keyword Research
Industry Research
What Prospects KnowCONTENT THAT CONVERTS
What Prospects WantCONTENT THAT CONVERTS
What Prospects WantCONTENT THAT CONVERTS
Product
Social Media
Content
Competitive Gap CONTENT THAT CONVERTS
Check your hard drive
Check your email
Check your website
Content Audit CONTENT THAT CONVERTS
General Topics
Blog Post Topics
Social Media Topics
Ebook/Webinar Topics
Synthesize the Ideas CONTENT THAT CONVERTS
Content calendarThe holy grail for visibility
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PresentersChris Moody
@cnmoody/in/chrismoody
What we didWe need a way to provide visibility into key content being produced globally and the strategy around it.
More importantly, to offer insight into status, content details, project owner, demand, social and blog plans, etc.
This is not a comprehensive events calendar – it is a content driven calendar.
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Content Calendar Requirements• As much collaboration as possible with approved tools (bonus if it is
something we market and sell)• Visibility into top level plans for content and other groups within OMC• Limited development time required• Ease of use and integration / link with the master record for each
project/event (other tools, spreadsheets, trackers, etc.)
• Note: this will not replace existing calendars for individual teams.
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Oracle Confidential – Internal/Restricted/Highly Restricted
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Content types“Big trucks and little trucks and long trucks and tallold trucks and new trucks, delivery and long haul.”
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Digital content 20081 trillion pages
Digital content 2013 30 trillion pages
TYPESOF CONTENT3
High Effort Medium Effort Low EffortTRADITIONAL BLOG AND PAID CONTENT
Q&A CONTENT USER CONTENT (UGC)
Effort ContentHIGH66%
10%5% 1%
18%
SEARCH DIRECT REFERRAL SOCIAL OTHER
66% FROM SEARCH /
HIGH EFFORTCONTENT
$21 - $2,000
Effort ContentMEDIUM80%
14%4% 1%
SEARCH DIRECT REFERRAL SOCIAL OTHER
80% FROM SEARCH /
MEDIUM EFFORT CONTENT
1%$10
Effort ContentLOW
20% 32%10%
21%
SEARCH DIRECT REFERRAL SOCIAL OTHER
BEST DISTRIBUTION
OF TRAFFIC / LOW EFFORT
CONTENT17%
$2
Conversion
Rate
EFFORT CONTENT
HIGH VISITS
LEADS
CUSTOMERS
3.8%
3.65%
SOURCE: COMPENDIUM
CONVERSIONS
Conversion
Rate
EFFORT CONTENT
MEDIUM
CUSTOMERS
11.4%
5.62%
SOURCE: COMPENDIUM
VISITS
LEADS
3.8%
3.65%
CONVERSIONS
Conversion
Rate
VISITS
LEADS
EFFORT CONTENT
LOW
CUSTOMERS
9.1%
13.5%
SOURCE: COMPENDIUM
11.4%
5.62%
3.8%
3.65%
CONVERSIONS
Content team and partners
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Tactics
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PresentersJeffrey L. Cohen@jeffreylcohen
/in/jeffreylcohen
Look Back at Your Goals
What are the steps to get there?
Blog vs. Ebooks vs. Webinar vs. Visual
Have you heard of Periscope?
Strategy vs. Tactics CONTENT THAT CONVERTS
Marketing Team of One
Agency / Partners / Freelancers / Customers
Influencers
Upwork.com
Resources CONTENT THAT CONVERTS
Resources CONTENT THAT CONVERTS
Resources CONTENT THAT CONVERTS
How much content?
10-4-1 Rule (3rd Party / Blog Posts / Landing Page)
How often?
Consistency is key
What’s the result?
Content vs. Time CONTENT THAT CONVERTS
Content vs. Time CONTENT THAT CONVERTS
Content vs. Time CONTENT THAT CONVERTS
223
Content vs. Time CONTENT THAT CONVERTS
594
Hubspot Experiment CONTENT THAT CONVERTS
Benchmark: 23 postsLow volume, high comp: 11.5 postsHigh volume, low comp: 34.5 posts bit.ly/sfcontent-hub
Moz Experiment CONTENT THAT CONVERTS
bit.ly/sfcontent-moz
How long does content take?
Are you keeping up with your audience?
Productivity CONTENT THAT CONVERTS
Tools
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PresentersChris Moody
@cnmoody/in/chrismoody
Examples and Case Studies
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s
FULL SIZE IMAGES
EMAIL IS A SOURCE OF CONTENT.
BLOG POSTVS.EMAIL INBOX
Offers customer service to aid with stress-free pet relocation
EARN CUSTOMER TRUST, PROVIDE CONTENT TO AID DECISION MAKING, SHARE CUSTOMER EXPERIENCES CHALLENGES
RESULTS
increase in customer
lifetime value for customers who read user stories before
purchase
of leads who view customerstories convert to customers
of traffic on Q&A section of website
is driven by search, gathering and strategically using thousands of pieces of user-
generated contenteach year
4X 13.5%
80%
Examples CONTENT THAT CONVERTS
All PersonasEmailBlogSocial31% Conv Rate to MQL
Examples CONTENT THAT CONVERTS
All PersonasEmailBlogSocial31% Conv Rate to MQL
CMOEmailBlogSocial25% Conv Rate to MQL
87% OF CMOS SAY THAT PROFITABLE GROWTH IS THEIR NUMBER ONE PRIORITY. – CMO.com
10 PIECES OF CONTENT ARE CONSUMED BEFORE A PURCHASING DECISION IS MADE.
– Google’s Zero Moment of TruthCONTENTDRIVES
REVENUE
CONTENT THAT CONVERTSQ&AThanks from…Chris Moody, Oracle Marketing Cloud Jeff Cohen, Oracle Marketing Cloud Nick Cicero, Delmondo Sarah Evans, Sevans Strategy ( she was here i n our hea r t s )