Supply & Demand: Making the Case for Less Content (and Big Impact)
Transcript of Supply & Demand: Making the Case for Less Content (and Big Impact)
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We get so focused on doing “things” rather
than focusing on doing the things with the
most impact.
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will produce more content than they did in 2015
77%of B2Cmarketers 76%of B2B
marketers
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Of marketers can’t measurethe success of their content79%
will produce more content than they did in 2015
77%of B2Cmarketers 76%of B2B
marketers
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Creating more content isn’t the best way to make the biggest impact.
Most of us need to focus less on creation and more on impact.
ARGUMENT
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What do we mean by impact?Is your content in front of the right people?
Are you driving quantifiable results?
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What do we mean by impact?Is your content in front of the right people?
Are you driving quantifiable results?
Is it the right content to begin with?
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will produce more content than they did in 2015 120%+
77% of B2Cmarketers 76% of B2B
marketers
Active user base
111%+ 64%+
of internet traffic will bevideo content by 201879%
Sources: CMI/MP Report, Webdam
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High up-front investment
Huge long term payoff
Focus on relevancefor creation & validation
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Content Marketing Ideas
1. Top 10 Ways to improve your content experience2.How to make better content, faster3.6 ways to generate demand with content marketing4.Lies, Damn Lies, and Marketing Metrics
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People (Personas) Internal Teams
TOFU Followers/fans, leads, customers
Audience Survey Questions
Sales, Support and Success Teams
MOFU
BOFU
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Customer Dev for ContentHow long have you been in your role?
How many people are on your team?
How do you compare yourself to your coworkers
How does the team work together?
What tools do you use/spend the most time with?
How do you learn about marketing?
What kind of content attracts you? Can you give an
example of one unforgettable piece of content?
Do you look at content during the workday or outside of
business hours?
What’s the one area of your job that you feel you need to
learn more about?
What is your mind on most of the day? What do you
think about the most?
What part of your day do you love most?
What part of your day do you hate most?
If I could get you an expert about any topic to spend an
hour with, who would it be and what’s the topic?
What is your dream job?
Who is your marketing hero?
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People (Personas) Internal Teams
TOFU Followers/fans, leads, customers
Audience Survey Questions
Sales, Support and Success Teams
What are the top non-product related questions you hear?
MOFU
BOFU
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People (Personas) Internal Teams
TOFU Followers/fans, leads, customers
Audience Survey Questions
Sales, Support and Success Teams
What are the top non-product related questions you hear?
MOFU Customers, leads
What are your biggest (solution related) challenges?
Sales, Support and Success Teams
What are the biggest pain points you hear from people?
BOFU
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People (Personas) Internal Teams
TOFU Followers/fans, leads, customers
Audience Survey Questions
Sales, Support and Success Teams
What are the top non-product related questions you hear?
MOFU Customers, leads
What are your biggest (solution related) challenges?
Sales, Support and Success Teams
What are the biggest pain points you hear from people?
BOFU Customers and lost leads
What convinced you? What deterred you?
Sales, Support, Success and Product Teams
What were the biggest objections?
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Growth Metrics
CTA conversion
Visit to lead conversion
Lead to customer conversion
Cost per lead / customer
Churn rate
Engagement Metrics
Time on site
Pages per visit
Social shares
Bounce rate
Search rankings
GROWTH METRICSENGAGMENT METRICS VS
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Tailoring the Experience Can Change your distribution strategy
Our Subscribers
Targeted Social (paid & unpaid)
Influencers (Advocate Hub)
Partners (Co-Marketing)
Discoverability (SEO)
Content syndication (lead gen)
Other Publishers (lead gen)
(Very) Targeted Email
eBook Promo34% Open Rate
8% CTR
Webinar Invite44% Open Rate
11% CTR
Webinar Follow-up53% Open Rate
19% CTR
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Your Content
Third party publisher
Linked back to Your Site
Consumed on your site
What’s the content experience?
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Your Content
Third party publisher
Linked back to Your Site
Consumed on YOUR site
Third party publisher
Content embedded
Consumed on THEIR site
What’s the content experience?
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Your Content
Third party publisher
Linked back to Your Site
Consumed on YOUR site
Third party publisher
Content embedded
Consumed on THEIR site
What’s the content experience?
Sales ready? It depends.
Sales ready? Doubtful.
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(dirty little secret)
Great Content Isn’t Enough
You need a great content experience(that’s optimized for your goals)
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Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Topic By Type
What Most People Do
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Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Type By Topic By Vertical By Segment By Persona By Account
Tailoring the Experience
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URGENT NOT URGENT
IMPO
RTA
NT
DO IT RIGHT AWAY SCHEDULE ITN
OT
IMPO
RTA
NT
DELEGATE IT
QUICK FIX
JUST DON’T DO IT
(say no)
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Does this align with our goals?
Will it add value elsewhere?
Dealing with content requests
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Ask the hard questions:
ü Why do you want this?
ü How will it help achieve our goals?
ü What happens if we can’t do it?
The art & science of saying no
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In many cases, you’ll end up coming to the same conclusion.
And if not. Just say no.
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In many cases, you’ll end up coming to the same conclusion.
And if not. Just say no.
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The problem with most marketing teams isn’t a lack of ideas.
It’s the lack of clarity and focus.
@hanaabaza
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Do you really need another blog post?
How can we leverage what we have?
Before You Write Another Word
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Do you really need another blog post?
How can we leverage what we have?
What will the experience be like?
Before You Write Another Word