content marketing world 2014 talk - jay acunzo
TRANSCRIPT
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@Jay_zo | #CMWorld
Jay Acunzo | @Jay_zo
(or, Let’s Stop Polluting The Internet Because Think of the Children)
Beyond The Ebook:
With Our B2B ContentGetting More
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@Jay_zo | #CMWorld
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@Jay_zo | #CMWorld
How Much They Are My Mom
How Awesome They Are
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@Jay_zo | #CMWorld
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@Jay_zo | #CMWorld
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@Jay_zo | #CMWorld
Agenda
1 The Story of Diminishing ROI
2 A Framework & Process
3 B2B Examples
4 Distribution Playbook to Drive ROI
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@Jay_zo | #CMWorld
About Me Jay Acunzo
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@Jay_zo | #CMWorld
Agenda
1 The Story of Diminishing ROI
2 A Framework & Process
3 B2B Examples
4 Distribution Playbook to Drive ROI
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@Jay_zo | #CMWorld
HUBSPOT, I
THE LEADSSHRUNK
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@Jay_zo | #CMWorld
Aw nuts…
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@Jay_zo | #CMWorld
Noisy Niche HubSpot Ebooks’ Diminishing Returns
“Inbound Marketing”
“Free Marketing Ebook”
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@Jay_zo | #CMWorld
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@Jay_zo | #CMWorld
It’s the
stupid . , creative
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@Jay_zo | #CMWorld
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@Jay_zo | #CMWorld
Content NPS How likely are you to recommend this?
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@Jay_zo | #CMWorld
Content NPS How likely are you to recommend this?
33
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@Jay_zo | #CMWorld
Stock Photos Experimental Content Offer
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@Jay_zo | #CMWorld
B2B Golden Rule
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@Jay_zo | #CMWorld
Save Your Audienceand/or
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@Jay_zo | #CMWorld
Content NPS After Adopting the Golden Rule
52
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@Jay_zo | #CMWorld
1. Social Media2. eNewsletters3. Case Studies4. Blogs5. White Papers
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@Jay_zo | #CMWorld
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@Jay_zo | #CMWorld
Agenda
1 The Story of Diminishing ROI
2 A Framework & Process
3 B2B Examples
4 Distribution Playbook to Drive ROI
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@Jay_zo | #CMWorld
Ev WilliamsTwitter, Medium, Blogger@Ev
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“Take a human desire, preferably one that has been around for a really long time … identify that desire and use modern technology to take out steps.”
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@Jay_zo | #CMWorld
Ev WilliamsTwitter, Medium, Blogger@Ev
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“Take a human desire, preferably one that has been around for a really long time … identify that desire and use creative content to take out steps.”
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@Jay_zo | #CMWorld
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B2B Content Marketingi s jus t so lv ing thes a m e p r o b l e myour product solves.
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@Jay_zo | #CMWorld
Example You Sell Analytics Software
1 3 52 4FindData
CreateCharts
DesignDeck
ScheduleMeeting
PitchBoss
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@Jay_zo | #CMWorld
1 3 52 4EBOOK
“How to Pitch Your BossUsing Data”
Example You Sell Analytics Software
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@Jay_zo | #CMWorld
1 3 52 4
Example You Sell Analytics Software
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@Jay_zo | #CMWorld
2 41 3
Deck ofRelevant
Data
Example You Sell Analytics Software
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@Jay_zo | #CMWorld
1 32
ReportingTemplate
Spreadsheet
Example You Sell Analytics Software
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@Jay_zo | #CMWorld
21
Best-Practice Presentation
Deck
Example You Sell Analytics Software
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@Jay_zo | #CMWorld
21
Example You Sell Analytics Software
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@Jay_zo | #CMWorld
Solving the Buyer’s ProblemUsefulness
Thought Leadership
Educational Content
Templates& Other Utilities
YourProduct/Service
OnTheirOwn
“Oh, by the way”
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@Jay_zo | #CMWorld
Example You Sell Analytics Software
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@Jay_zo | #CMWorld
Agenda
1 The Story of Diminishing ROI
2 A Framework & Process
3 B2B Examples
4 Distribution Playbook to Drive ROI
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@Jay_zo | #CMWorld
Assets
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@Jay_zo | #CMWorld
Workbooks
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@Jay_zo | #CMWorld
Erik DevaneyHubSpot@BardOfBoston
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“Interactive content can help move people along the buyer’s journey, as it gives them a chance to get ‘hands on’ with your company (without having to pay you anything first).”
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@Jay_zo | #CMWorld
Video +Email Overlay
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@Jay_zo | #CMWorld
Video +Email Overlay
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@Jay_zo | #CMWorld
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• 10K views/video (launch)• 4K views/video (longtail)• 200+ leads/week• 85K customers
Wistia.com/Learning
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@Jay_zo | #CMWorld
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“Instead of trying to market and sell a product, we’re trying to market and sell a mission: Help people do more with video.”
Chris SavageWistia@csavage
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@Jay_zo | #CMWorld
Interactive Tools
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@Jay_zo | #CMWorld
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• #1 most-viewed page• #2 on Google SERP• 1000+ leads• Powerful lead nurturing
ImpactBnD.com/BlogAbout
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@Jay_zo | #CMWorld
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“I trusted that if the experience was great, we’d get a lot of forms filled voluntary, not by gating. And we did. And I’ve been able to build real relationships with these people.”
John BoniniIMPACT@Bonini84
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@Jay_zo | #CMWorld
Content Communities
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@Jay_zo | #CMWorld
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• 30K registered users• 80K visits/month• 250 job applicants/week
Inbound.org
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@Jay_zo | #CMWorld
Sam MallikarjunanHubSpot Labs@Mallikarjunan
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“By helping them hire better, we're creating stickier customers because they do more (and better) inbound marketing.”
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@Jay_zo | #CMWorld
Templates
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@Jay_zo | #CMWorld
Templates
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@Jay_zo | #CMWorld
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• 10K views (prev. avg. of 273)• 1100+ downloads (first week)• SlideShare homepage + PR• 55% subscriber growth
ViewFromSeed.com
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@Jay_zo | #CMWorld
Data 1-Sheeters
11% $32 6x
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@Jay_zo | #CMWorld
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• 1000+ leads (first week)• 2200+ leads (first month)• 75% visit-to-lead conversion
InsightSquared.com/Resources
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@Jay_zo | #CMWorld
Unsolicited fromBuyer Prospect@InsightSquared
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“I personally think the presentation is spot on: a single page with just the necessary data is exactly what busy business people need. It’s clear and to the point and certainly useful.”
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@Jay_zo | #CMWorld
Project “X-Rays”
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@Jay_zo | #CMWorld
Agenda
1 The Story of Diminishing ROI
2 A Framework & Process
3 B2B Examples
4 Distribution Playbook to Drive ROI
![Page 58: Content Marketing World 2014 talk - Jay Acunzo](https://reader030.vdocuments.site/reader030/viewer/2022032421/55a6d6471a28aba20d8b4688/html5/thumbnails/58.jpg)
@Jay_zo | #CMWorld
ContentOffer
Blog & Atomize
Paid
ThirdParties Social
Audience
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@Jay_zo | #CMWorld
• Sharing• Twitter chat• Influencer mentions
• 18 Stats on Social• Tips & News• Cheat Sheet• Infographic• (many more)
Twitter Workbook
• 1 email per piece• Nurturing track
• SlideShare• Social Media Today• Jay Baer & Jeff Hoffman
• Outbrain
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@Jay_zo | #CMWorld
This seemslike work...
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@Jay_zo | #CMWorld
The chef in charge is still
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@Jay_zo | #CMWorld
have notreplaced
does notreplace
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@Jay_zo | #CMWorld
For Content MarketingMy Hope
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@Jay_zo | #CMWorld
Jay Acunzo | @Jay_zo
SorryForMarketing.comViewFromSeed.com