Post on 09-May-2015
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@CNMOODY
SIMPLE WAYS TO MASSIVELY
INCREASE YOUR CONTENT
IDEAS FOR MANAGING HIGH-VOLUME CONTENTACROSS TODAY’S MOST IMPORTANT CHANNELS
@CNMOODY
SIMPLE WAYS TO MASSIVELY
INCREASE YOUR CONTENT
IDEAS FOR MANAGING HIGH-VOLUME CONTENTACROSS TODAY’S MOST IMPORTANT CHANNELS
@CNMOODY
“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 Executive Board
– Jay Baer
@CNMOODY
THE GROWTH OF DIGITAL CONTENT2008 – 1 trillion indexed pages
THE GROWTH OF DIGITAL CONTENT2013 – 30 trillion indexed pages
@CNMOODY
Can you think of the top 30 Topics prospects and customers might be interested in?
SUPPOSE YOU AREAN INSURANCE COMPANY
INSURANCECAR INSURANCEMOTOR INSURANCELIFE INSURANCEHOME INSURANCEINSURANCE RATESHEALTH INSURANCEMOTORCYCLE INSURANCELIABILITY INSURANCECHEAP INSURANCEMINIMUM INSURANCEHOMEOWNERS INSURANCEAUTO QUOTEHOME & AUTO DISCOUNTSTERM INSURANCE
TRAVEL INSURANCEONLINE CAR INSURANCEFLOOD INSURANCECOMPARE INSURANCECOMMERCIAL INSURANCEBUSINESS INSURANCEMEDICAL INSURANCECOMMERCIAL VEHICLE INSURANCEUMBRELLA POLICYFARM INSURANCERENTERS INSURANCEPET INSURANCEHURRICANE INSURANCEEASY CLAIMS DENTAL INSURANCE
INSURANCECAR INSURANCEMOTOR INSURANCELIFE INSURANCEHOME INSURANCEINSURANCE RATESHEALTH INSURANCEMOTORCYCLE INSURANCELIABILITY INSURANCECHEAP INSURANCEMINIMUM INSURANCEHOMEOWNERS INSURANCEAUTO QUOTEHOME & AUTO DISCOUNTSTERM INSURANCE
TRAVEL INSURANCEONLINE CAR INSURANCEFLOOD INSURANCECOMPARE INSURANCECOMMERCIAL INSURANCEBUSINESS INSURANCEMEDICAL INSURANCECOMMERCIAL VEHICLE INSURANCEUMBRELLA POLICYFARM INSURANCERENTERS INSURANCEPET INSURANCEHURRICANE INSURANCEEASY CLAIMS DENTAL INSURANCE
@CNMOODY
CREATE CUSTOMER PERSONAS
DEMOGRAPHICS
MOTIVATIONS
CHARACTERISTICS
GOALS
@CNMOODY
30 TOPICSX 5 PERSONAS
150 CONTENT ELEMENTS
@CNMOODY
SALES FUNNELINQUIRY
CONSIDERATION
AWARENESS
PURCHASE OR LEADS
RETENTION OR SALES
Typical
@CNMOODY
30 TOPICSX 5 PERSONAS
150 CONTENT ELEMENTSX 5 STAGES OF THE FUNNEL
750 CONTENT ELEMENTS@CNMOODY
@CNMOODY
3%
56%
34%
31.1%
30.8%
28%
27%
27%
20%
20%
12%
8%
7%
RETAIL SITES
BRAND SITES
BLOGS
GROUPS / FORUMS
YOUTUBE
GOOGLE+
ONLINE MAGAZINES
NEWS SITES
ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE
SOURCE: TECHNORATI @CNMOODY
MORE FREQUENT UPDATESand
MORE UNIQUE CONTENTAcross Multiple Social Channels
“YOU ARE COMPETING AGAINST YOUR CUSTOMER’S CLOSEST FRIENDS & FAMILY”
@CNMOODY
TYPESOF CONTENT3
High Effort Medium Effort Low EffortTRADITIONAL BLOG AND PAID CONTENT
Q&A CONTENT USER CONTENT (UGC)
@CNMOODY
Effort ContentHIGH66%
10%5%
1%
18%
SEARCH DIRECT REFERRAL SOCIAL OTHER
66% FROM SEARCH /
HIGH EFFORTCONTENT
$21 - $2,000
@CNMOODY
Effort ContentMEDIUM80%
14%4% 1%
SEARCH DIRECT REFERRAL SOCIAL OTHER
80% FROM SEARCH /
MEDIUM EFFORT CONTENT
1%$10
@CNMOODY
Effort ContentLOW
20% 32%
10%
21%
SEARCH DIRECT REFERRAL SOCIAL OTHER
BEST DISTRIBUTION
OF TRAFFIC / LOW EFFORT
CONTENT
17%
$2
@CNMOODY
Conversion
Rate
EFFORT CONTENT
HIGH VISITS
LEADS
CUSTOMERS
3.8%
3.65%
SOURCE: COMPENDIUM @CNMOODY
Conversion
Rate
EFFORT CONTENT
MEDIUM VISITS
LEADS
CUSTOMERS
11.4%
5.62%
SOURCE: COMPENDIUM @CNMOODY
Conversion
Rate
EFFORT CONTENT
LOW VISITS
LEADS
CUSTOMERS
9.1%
13.5%
SOURCE: COMPENDIUM @CNMOODY
LOCALIZED, USER
GENERATED CONTENT
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HIGH MEDIUM LOW
HEAD
THE LONG TAIL
@CNMOODY
15% CLICKTHROUGHRATE
@CNMOODY
EMPLOYEE GENERATED
CONTENT
@CNMOODY
9000 CONTENT ELEMENTS CREATED
325% INCREASE IN SALES READY LEADS
@CNMOODY
CVENT WINS BEST OVERALL CORPORATE BLOG
@CNMOODY
STUDENT GENERATED
CONTENT
@CNMOODY
1200 CONTENT ELEMENTS CREATED FIRST YEAR
61% FIRST TIME VISITORS
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EMAIL SOURCED CONTENT
@CNMOODY
EMAIL SOURCED CONTENT
@CNMOODY
@CNMOODY
CONCLUSION: YOU NEED TO BE THE SOURCE OF ALL OF THE CONTENT YOUR PROSPECT WANTS BEFORE THEY BUY.
10 PIECES OF CONTENT ARE CONSUMED BEFORE A PURCHASING DECISION IS MADE.
– Google’s Zero Moment of Truth
87% OF CMOS SAY THAT PROFITABLE GROWTH IS THEIR NUMBER ONE PRIORITY.
– CMO.com