MAKING THE CASE FOR LESS CONTENT (and big impact)

SUPPLY & DEMAND:

of marketers think theyre 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 dont 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

More Content

Better Content

More Content

Better Content

Content for Everyone!

because its 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 B2Bmarketers

Of marketers cant measurethe success of their content79%

will produce more content than they did in 2015

77%of B2Cmarketers 76%of B2Bmarketers

Creating more content isnt 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?

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

Are you driving quantifiable results?

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?

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 B2BmarketersActive 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 Dont 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

Its NOT Quantity

Its QUALITY

Its relevanceIts 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?

Whats 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 whats the topic?

What is your dream job?

Who is your marketing hero?

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

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

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?

TOOLSIndustry reports

Buzzsumo

Answerthepublic.com

DataWebsite metrics

Conversion metrics

Do what Andy says (hes 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

Third party publisher

Linked back to Your Site

Consumed on your site

Whats the content experience?

Your Content

Third party publisher

Linked back to Your Site

Consumed on YOUR site

Third party publisher

Content embedded

Consumed on THEIR site

Whats the content experience?

Your Content

Third party publisher

Linked back to Your Site

Consumed on YOUR site

Third party publisher

Content embedded

Consumed on THEIR site

Whats the content experience?

Sales ready? It depends.

Sales ready? Doubtful.

experience

(dirty little secret)

(dirty little secret)

Great Content Isnt Enough

You need a great content experience(thats optimized for your goals)

@Uberflip

@Uberflip

READABLE

ACTIONABLE

TAILORED

READABLE

ACTIONABLE

TAILORED

Easy to read

Short

paragraphs

Subheads

IMAGES

READABLE

ACTIONABLE

TAILORED

CALLS-TO-ACTIONENGAGEMENT PATH

CREATE an ENGAGEMENT PATH

Dont do this!

Try this instead

Try this instead

Try this instead

Calls-to-Action

Quiz time!

Whats #1 rule for calls-to-action?

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

Thanks Oli J

Calls-to-Action ClarityContext

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

@uberflip @HanaAbaza

@uberflip @HanaAbaza

@Uberflip

@Uberflip

@Uberflip

But sometimes

You JUST need MORE CONTENT

prioritize

How do we

prioritize?

Urgent vs. important

URGENT NOT URGENT

IMPO

RTAN

TDO IT RIGHT AWAY SCHEDULE IT

NO

T IM

PORT

ANT

DELEGATE IT

QUICK FIX

JUST DONT DO IT (say no)

Does this align with our goals?

Will it add value elsewhere?

Dealing with content requests

A Flexible Editorial Calendar Deal with surprises

Leverage opportunities

Content Request Form Clarifies the idea

Streamlines process

Sometimes it comes down to one tiny little word.

Ask the hard questions:

Why do you want this?

How will it help achieve our goals?

What happens if we cant do it?

The art & science of saying no

In many cases, youll end up coming to the same conclusion.

In many cases, youll end up coming to the same conclusion.

And if not. Just say no.

In many cases, youll end up coming to the same conclusion.

And if not. Just say no.

FOCUS

The problem with most marketing teams isnt a lack of ideas.

Its the lack of clarity and focus.

@hanaabaza

Do you really need another blog post?

Before You Write Another Word

Do you really need another blog post?

How can we leverage what we have?

Before You Write Another Word

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