simple ways to massively increase your content

@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

FACEBOOK

GROUPS / FORUMS

YOUTUBE

LINKEDIN

GOOGLE+

ONLINE MAGAZINES

PINTEREST

TWITTER

NEWS SITES

INSTAGRAM

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%


80% FROM SEARCH /

MEDIUM EFFORT CONTENT

1%$10

@CNMOODY

Effort ContentLOW

20% 32%

10%

21%


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%


Conversion

Rate

EFFORT CONTENT

LOW VISITS

LEADS

CUSTOMERS

9.1%

13.5%


LOCALIZED, USER

GENERATED CONTENT

@CNMOODY

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

@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

simple ways to massively increase your content

Marketing