This presentation will show you how to turn up the frequency and quality of your content output, with a minimum of time and resources.
We'll introduce you to the content cascade and inexpensive tools that turn Webinars into sharable, lead-generating content.
www.CascadeContent.com
4. The Conversion Scientist Blog
Free Chapters of my Book
Twitter
LinkedIn
Facebook Fan Page
Contact:
5. Industry trends
The emergence of content
• Business decision makers prefer to make decisions based
on articles instead of ads.
• Content is the key driver of web traffic and is thus the most
efficient way to secure qualified leads.
• Interesting content is a top 3 reason people follow
brands on social media
• You’re watching this webinar, aren’t you?
6. Industry trends
The need to put on yet another hat
“Brands need to think like publishers to build effective content marketing
workflows and outcomes, including applying the science of accepted
newsroom practices”
- The Guardian
8. Marketers as publishers
How often do you release new
marketing content?
22.1%
47.4%
17.9%
2.1%
10.5%
Daily
Weekly
Monthly
Quarterly
Not that often
0% 10% 20% 30% 40% 50%
69.5% of marketers
release marketing
content at least weekly
9. Marketers as publishers
How often do you update
your blog?
55.8% of marketers update
their blog at least weekly
11.6%
20.0%
34.7%
21.1%
12.6%
0% 10% 20% 30% 40%
Our blog has been ignored
Our blog is updated several
times a week
Our blog is updated weekly
Our blog is updated monthly
We don't have a blog
10. Marketers as publishers
Would you rate the following
techniques very or mostly effective?
Blog posts, short
videos, and infographs
are rated effective
76%
23%
74%
60%
25%
57%
57%
57%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Blog post
Long video (30 minutes or more)
Short video (2 minutes or less)
Infograph
Podcast
Report or whitepaper
Slideshare presentation
eBook
12. Marketers as publishers
How many hours do you spend
putting together a webinar?
Almost 70% of marketers
that do webinars spend six
hours or more on each
webinar
44.2%
16.8%
22.1%
16.8%
We don't do webinars
1 - 5 hours
6 - 10 hours
More than 11 hours
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
13. Marketers as publishers
What are the biggest obstacles to
creating content for your business?
Resources and Subject
Matter Experts are the
challenges
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Time and Resources
Expense
SME is too busy
Content Performs Poorly
No List or Social Following
Don't Know What to Invest In
14. SME Problem
Once a year
14.7%
Once a
quarter
31.6%
Every month
14.7%
Several
times per
month
15.8%
Never
23.2%
The subject matter
expert problem
Someone in our company does a
slide-based presentation or webinar
n=101
16. Our Premise
Content delivers leads.
High-quality content delivers high-quality leads.
Content frequency directly correlates to traffic.
High-quality content cannot take months to develop.
High-quality content needs a support system to be shared.
19. Presentation at CMW 2012
Lead by example
This presentation was recorded live. The recording was transcribed using an inexpensive
online service. The transcription and presentation slides were edited into an eBook PDF…
20. Slides + Text from Audio becomes eBook
Lead by example
36 pages optimized for reading on a screen!
21. Keep the goal in sight
Lead by example
The purpose of content is to generates leads and sales.
84.2%
36.8%
29.5%
51.6%
51.6%
65.3%
6.3%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0%
Leads or…
Sales
Phone Calls
Social Visits
Email Visits
SEO
Not much
23. Feeding the Publishing Tiger
Webinars – High quality leads, small audience
Reports and white papers – High quality leads, larger
audience
Blog Posts – Generate traffic to the site
Infographics – Low-quality leads, large audience, shared
frequently
Social media posts – Generate traffic, build brand
Email – Shortens the sales cycle
40. Summary
Take it back to the beginning
• Marketers must be publishers
• The barriers are time, resources, and availability of
subject matter experts
• Webinars and presentations capture the subject matter
expert’s knowledge
• Webinars and presentations have all of the necessary
ingredients for reports, blog
posts, articles, infographics, etc.
• Webinars and presentations offer a shortcut to shareable
lead generating content. Utilize them for the Content
Cascade.
41. Is that the smell of a special offer?
Yes, indeed.
Absolutely FREE Evaluation of
Your Favorite Webinar
by our Content Experts.
Just Enter the Link
Here
www.CascadeContent.com