solving your content crises: compendium #mbo13 presentation

SIMPLE WAYS TO MASSIVELY

INCREASE YOUR CONTENT Ideas for managing high-volume content Across today’s most important channels

@Compendium #MBO13

Agenda: 1.  Your content crisis 2.  Solving it

@Compendium #MBO13

①  Plan ②  Produce ③  Publish ④  Promote ⑤  Prove

“Marketing needs to de-emphasize tasks like ‘Thought Leadership’ and White Papers and focus more on advanced activities…

“Stop Trying To Be Amazing”

– Ana Lapter, Corporate Execu!ve Board

– Jay Baer

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THE GROWTH OF DIGITAL CONTENT

2008 – 1 trillion indexed pages

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THE GROWTH OF DIGITAL CONTENT

2013 – 30 trillion indexed pages

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Insurance Car Insurance Motor Insurance Life Insurance Home Insurance Insurance Rates Health Insurance Motorcycle Insurance Liability Insurance Cheap Insurance Minimum Insurance Homeowners Insurance Auto Quote Home & Auto Discounts Term Insurance

Travel Insurance Online Car Insurance Flood Insurance Compare Insurance Commercial Insurance Business Insurance Medical Insurance Commercial Vehicle Insurance Umbrella Policy Farm Insurance Renters Insurance Pet Insurance Hurricane Insurance Easy Claims Dental Insurance

Insurance Car Insurance Motor Insurance Life Insurance Home Insurance Insurance Rates Health Insurance Motorcycle Insurance Liability Insurance Cheap Insurance Minimum Insurance Homeowners Insurance Auto Quote Home & Auto Discounts Term Insurance

Can you think of the top 30 Topics prospects and customers might be interested in?

SUPPOSE YOU ARE AN INSURANCE COMPANY

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Renters Insurance Pet Insurance Hurricane Insurance Easy Claims Dental Insurance

Travel Insurance Online Car Insurance Flood Insurance Compare Insurance Commercial Insurance Business Insurance Medical Insurance Commercial Vehicle Insurance Umbrella Policy Farm Insurance

@Compendium #MBO13

Create customer personas

Demographics

Motivations

Characteristics

goals

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Create customer personas

Lucy Anderson!“I’ve been fishing since I was a little girl. My dad used to take me out on the weekends. He showed me how to bait, catch, clean and cook all variety of fish. Now I’m passing on the love of this activity to my two little boys and daughter.”

User Category: Fishing Enthusiast Age: 40 Race: Caucasian Education: Associate Degree Employment: Full Time Household Income: $75,000 Family: Husband, three children (2 boys and 1 girl) BEHAVIORS & CULTURE Conservative values Family focused Health-minded Outdoorsy Fun-loving CHALLENGES Making time for her favorite pastimes Having enough money to send her kids to college Balancing work and life SAMPLE SEARCH QUERIES Best fishing spots in North America Family fishing destinations Fish recipes

FEARS Not enough time for family Inability to send kids to college Global warming MOTIVATIONS Happy, healthy family Active living Sufficient free time NEEDS & EXPECTATIONS Intuitive products Desire for work-life balance Prioritization of family time

30 TOPICS X 5 Personas

150 CONTENT ELEMENTS @Compendium #MBO13

SALES FUNNEL INQUIRY

CONSIDERATION

AWARENESS

PURCHASE OR LEADS

RETENTION OR SALES

Typical

@Compendium #MBO13

30 TOPICS X 5 Personas

150 CONTENT ELEMENTS x 5 stages of the funnel

750 CONTENT ELEMENTS @Compendium #MBO13

@Compendium #MBO13

3%

56%

34%

31.1%

30.8%

28%

27%

27%

20%

20%

12%

8%

7%

RETAIL SITES BRAND SITES

BLOGS FACEBOOK

GROUPS / FORUMS YOUTUBE LINKEDIN GOOGLE+

ONLINE MAGAZINES PINTEREST

TWITTER NEWS SITES INSTAGRAM

ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE

Source: Technorati @Compendium #MBO13

MORE FREQUENT UPDATES and

MORE UNIQUE CONTENT Across Mul!ple Social Channels

“You are competing against your customer’s closest friends & family”

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4 UPDATES / DAY X 365 DAYS = 1460 UNIQUE POSTS PER YEAR…AT LEAST

Sounds like a crisis! Don’t sweat it.

@Compendium #contentisdata

Plan: Plan your content.

Pull in your audience.


TYPES OF CONTENT 3

High Effort Medium Effort Low Effort Traditional Blog and Paid Content Q&A content User Content (Ugc)

$21 - $2,000 $10 $2


Effort Content HIGH 66%

10% 5% 1% 18%

SEARCH DIRECT REFERRAL SOCIAL OTHER

66% from Search /

High Effort Content

$21 -$2,000

@Compendium #MBO13

Effort Content MEDIUM

s

80%

14% 4% 1% 1%


80% from Search /

Medium Effort Content

$10

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Effort Content LOW 20% 32%

10% 21%

17%


Best Distribution of

Traffic / Low Effort

Content

$2

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Conversion

Rate

EFFORT CONTENT

HIGH VISITS

LEADS

CUSTOMERS

3.8%

3.65%

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EFFORT CONTENT

MEDIUM VISITS

LEADS

CUSTOMERS

11.4%

5.62%

Conversion

Rate

Source: compendium @Compendium #MBO13

EFFORT CONTENT

LOW VISITS

LEADS

CUSTOMERS

9.1%

13.5%

Conversion

Rate

Source: compendium @Compendium #MBO13

Produce: Create. Curate. Collect.

Collaborate.

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@Compendium #MBO13

HIGH MEDIUM LOW

HEAD

THE LONG TAIL

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EMAIL MARKETING: 208% HIGHER CONVERSION RATE FOR

Targeted EMAILS OVER BATCH-AND-BLAST

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Weekly targeted emails with a

customer story for a specific

age / class

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10-12% 35-45%

Open rate of

“These results are higher than anything we have seen before at Gymboree Play & Music.”

Average click through rate

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@Compendium #MBO13

Localized, user generated

content

15% CLICK THROUGH RATE

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@Compendium #MBO13

Employee generated

content

325% Increase in Sales ready leads

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9000 Content elements created

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Cvent wins best overall corporate blog

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Student generated

content

61% First time visitors

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1200 Content elements created per year

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Email sourced content

PUBLISH & PROMOTE: It’s Worthless until

someone reads it. @Compendium #MBO13

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SEARCHABLE CONTENT

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Social: linkedin

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Social: twitter

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Social: facebook

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Landing pages

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Targeted email

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PROVE: KEEP YOUR CONVERSATION AND

GOALS ALIGNED @Compendium #MBO13

“THE NEXT BIG THING IN OUR INDUSTRY IS GOING TO BE intelligent 1:1 MARKETING” -Lisa Arthur, Forbes

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QUESTIONS?

@CSTOBBS #MBO13

@Compendium #MBO13

For your time

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Thanks