supply & demand: making the case for less content (and big impact)

#ufx2016

HANA ABAZA

@crestodina #ufx2016

MAKING THE CASE FOR LESS CONTENT (and big impact)

SUPPLY & DEMAND:


of marketers think they’re productive.

92%


of marketers also work on evenings and weekends.

90%


of marketers have delayed going to the bathroom to meet a deadline.

60%


We don’t have timeto pee!


We get so focused on doing “things” rather

than focusing on doing the things with the

most impact.

Content is the atomic particle of all digital marketing.

- Rebecca Lieb


More Content

Better Content


More Content

Better Content

Content for Everyone!


because it’s irrelevant

Source: Forrester


the wrong things?Can we afford to focus on


will produce more content than they did in 2015

77%of B2Cmarketers 76%of B2B

marketers


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


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


What do we mean by impact?Is your content in front of the right people?



Are you driving quantifiable results?



Are you driving quantifiable results?

Is it the right content to begin with?


Complexcontent environment

Over 600,000 “Mind-Blowing” Marketing Posts

Almost 500,000 Ultimate Guides to Marketing

Too many to count.


increased by 35%per channel in 2015

Source: Track Maven

BRANDS OUTPUT


CONTENT ENGAGEMENT RATES

Source: Track Maven

have decreasedby up to 17%


Consumers are creating more content than ever


Your Top 10 mind-blowing

how-to listicle >


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


Amount Of Content

Time


Amount Of Content

Time

Content Creation


Amount Of Content

Time

Content Creation

Content Engagement


Amount Of Content

Time

Content Creation

Content Engagement

GAP


Amount Of Content

Time

Content Creation

Content Engagement

I Don’t GiveA Shit


Content creation


How do we getmore bang for our buck ?


We need to get more strategicAbout the business of content

marketing


but highly impactful3 things that are often ignored


RELEVANCE

DISTRIBUTION

EXPERIENCE


Relevance


It’s NOT Quantity

It’s QUALITY


It’s relevanceIt’s Not (Just) Quality


High up-front investment

Huge long term payoff

Focus on relevancefor creation & validation


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


HOW DO YOU VALIDATE RELEVANCE?

DataPEOPLE TOOLS


Internal Teams

Customers

Prospects

Followers/FansPEOPLE


People (Personas) Internal Teams

TOFU Followers/fans, leads, customers

Audience Survey Questions

Sales, Support and Success Teams

MOFU

BOFU


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?






What are the top non-product related questions you hear?

MOFU

BOFU







MOFU Customers, leads

What are your biggest (solution related) challenges?


What are the biggest pain points you hear from people?

BOFU







MOFU Customers, leads

What are your biggest (solution related) challenges?


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?


TOOLSIndustry reports

Buzzsumo

Answerthepublic.com


DataWebsite metrics

Conversion metrics

Do what Andy says (he’s on next)


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


distribution


Think about

distributionBefore the content is published


Where are your people?

What do they like?


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


Content Syndication& Partner Marketing

Targeting

Topic

Timing


Your Content

What’s the content experience?


Your Content

Third party publisher

Linked back to Your Site

Consumed on your site



Your Content



Consumed on YOUR site


Content embedded

Consumed on THEIR site



Your Content



Consumed on YOUR site


Content embedded

Consumed on THEIR site


Sales ready? It depends.

Sales ready? Doubtful.


experience


(dirty little secret)



Great Content Isn’t Enough



Great Content Isn’t Enough

You need a great content experience(that’s optimized for your goals)

@crestodina #ufx2016@Uberflip


READABLE

ACTIONABLE

TAILORED


Easy to read

Short

paragraphs


Subheads

IMAGES


READABLE

ACTIONABLE

TAILORED


CALLS-TO-ACTIONENGAGEMENT PATH

CREATE an ENGAGEMENT PATH

Don’t do this!


Try this instead


Calls-to-Action


Quiz time!

What’s #1 rule for calls-to-action?


Have a f#@?ingcall-to-action.

Thanks Oli J


Calls-to-Action Clarity

Context

Targeting

Is the action andvalue obvious?

CLARITY

CONTEXT

CONTEXT IS

EVERYTHING

Contextual CTA

TARGETING

L

Generic

Generic

Targeted


READABLE

ACTIONABLE

TAILORED


Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Topic By Type

What Most People Do


This tells me nothing!


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

@crestodina #ufx2016@uberflip @HanaAbaza

@crestodina #ufx2016@Uberflip


But sometimes…

You JUST need MORE CONTENT


prioritize


How do we

prioritize?


Urgent vs. important


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)


Does this align with our goals?

Will it add value elsewhere?

Dealing with content requests


A Flexible Editorial Calendarü Deal with surprises

ü Leverage opportunities


Content Request Formü Clarifies the idea

ü Streamlines process


Sometimes it comes down to one tiny little word.


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


In many cases, you’ll end up coming to the same conclusion.


In many cases, you’ll end up coming to the same conclusion.

And if not. Just say no.


FOCUS


The problem with most marketing teams isn’t a lack of ideas.

It’s the lack of clarity and focus.

@hanaabaza


Do you really need another blog post?

Before You Write Another Word



How can we leverage what we have?




How can we leverage what we have?

What will the experience be like?


supply & demand: making the case for less content (and big impact)

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