FIVE WAYS TO CREATE MORE PROFITABLE CONTENT TODAY
A 15 MINUTE PRESENTATION:CHRIS MOODY / ORACLE MARKETING CLOUD
CONTENT SUMMIT ISRAEL – TEL AVIV – DECEMBER 2015
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@ORACLEMKTGCLOUD
FEEL FREE TOHECKLE, ENGAGE, CONNECT, SHARE, ETC.
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WHAT IS PROFITABLE CONTENT?
HINT:THIS REQUIRES WORKING WITH AND UNDERSTANDING SALES.
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An intro to Sales47% of Sales reps would rather deliver a presentation without their underwear than without their tablet
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An intro to Sales64% of reps prepare for their meetings in the car and 44% prepare in the prospect’s parking lot
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An intro to Marketing88% of CMOs lack an integrated view of the customer
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An intro to Marketing65% of CMOs can’t measure ROI for digital marketing in 2014
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An intro to Sales and Marketing71% of reps receive materials from marketing, but 42% say they aren't involved at all in the development process
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“I never blame myself when I'm not hitting. I just blame the bat and if it keeps up, I change bats. After all, if I know it isn't my fault that I'm not hitting, how can I get mad at myself?”
PROFITABLE CONTENTCONVERTS AND CREATES
REVENUE
HINT:THIS STILL REQUIRES WORKING WITH SALES.
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Digital content 20081 trillion pages
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Digital content 2013 30 trillion pages
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Digital content 2015 60 trillion pages
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TYPESOF CONTENT3
High Effort Medium Effort Low EffortTRADITIONAL BLOG AND PAID CONTENT
Q&A CONTENT USER CONTENT (UGC)
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Effort ContentHIGH66%
10%5% 1%
18%
SEARCH DIRECT REFERRAL SOCIAL OTHER
66% FROM SEARCH /
HIGH EFFORTCONTENT
$21 - $2,000
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Effort ContentMEDIUM80%
14%4% 1%
SEARCH DIRECT REFERRAL SOCIAL OTHER
80% FROM SEARCH /
MEDIUM EFFORT CONTENT
1%$10
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Effort ContentLOW
20% 32%
10%21%
SEARCH DIRECT REFERRAL SOCIAL OTHER
BEST DISTRIBUTION
OF TRAFFIC / LOW EFFORT
CONTENT17%
$2
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Conversion
Rate
EFFORT CONTENT
HIGH VISITS
LEADS
CUSTOMERS
3.8%
3.65%
SOURCE: COMPENDIUM
CONVERSIONS
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Conversion
Rate
EFFORT CONTENT
MEDIUM
CUSTOMERS
11.4%
5.62%
SOURCE: COMPENDIUM
VISITS
LEADS
3.8%
3.65%
CONVERSIONS
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Conversion
Rate
VISITS
LEADS
EFFORT CONTENT
LOW
CUSTOMERS
9.1%
13.5%
SOURCE: COMPENDIUM
11.4%
5.62%
3.8%
3.65%
CONVERSIONS
“YOU ARE COMPETING AGAINST YOUR CUSTOMER’S CLOSEST FRIENDS AND FAMILY.”
JAY BAER
FIVE WAYS TO CREATE MORE PROFITABLE CONTENT TODAY
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Brainstorm with entire staff on questions they hear every day
“They Ask, You Answer”1
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Des Williams | Lighting & Landscaping
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Interview your colleagues and partners2- 1
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Eliminate the fear of the blinking cursor
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Host your first company Blogathon3
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1. Brainstorm every question2. Assign to employees + 90 mins/day3. 4.5 hours each over 3 days
= 100+ blog posts
– Kirk Drake, CEO, Ongoing Operations
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Three steps to $500k to $1m impact in year one.
– Kirk Drake, CEO, Ongoing Operations
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Stop trying to hit homeruns4- 1
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Since 1901, there are only 45 players with a season with more homeruns than strikeouts.
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Surround homeruns with tons of base hits.–Part 1 - Featured Asset & Outbound Part 2 – Webcast Promotion
OUTBOUND: Email and Landing Page featuring the new essentials program and the eBook. Responsive design.
FEATURED ASSET: First of a series of meaty guides, this ebook features discussion and best practices around content marketing.
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“Surround 30 yard screamers with 6 yard tap-ins.”
– Localized by @Mike_McGrail
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Turn your email into content5- 1
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EMAIL IS A SOURCE OF CONTENT.
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BLOG POSTVS.EMAIL INBOX
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RECAP: Five ways to create more profitable content today
1. Brainstorm with staff2. Interview your colleagues3. Have a Blogathon4. Stop trying to hit homeruns or 30
yard screamers5. Turn your email into content
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bit.ly/MMEcontent
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STUCK AND NEED HELP?
YES, THAT IS MY SON STUCK UNDER HIS LITTLE TIKES FIRE TRUCK.
LINKEDIN: /IN/CHRISMOODY
TWITTER:@CNMOODY
