Content Marketing Masterclass, Chris Moody, Jeffrey L. Cohen, Nick Cicero, Social Fresh Conference 2015.
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Content Marketing Masterclass, Chris Moody, Jeffrey L. Cohen, Nick Cicero, Social Fresh Conference 2015.
- 1. CONTENT THAT CONVERTS Presenters Chris Moody, Oracle Marketing Cloud Jeffrey L. Cohen, Oracle Marketing Cloud Nick Cicero, Delmondo Sarah Evans, Sevans Strategy (we haz a sad)
- 2. • NAME • TITLE • COMPANY • YOUR BIGGEST CONTENT CHALLENGE • SOMETHING THAT MAKES YOU UNIQUE CONTENT THAT CONVERTS
- 3. THIS IS FOR YOU CONTENT THAT CONVERTS
- 4. Content marketing How do you define it? CONTENT THAT CONVERTS Presenters Chris Moody @cnmoody /in/chrismoody
- 6. Why content marketing? CONTENT THAT CONVERTS
- 7. Spoiler Alert A very quick note about content strategy… CONTENT THAT CONVERTS
- 8. “Content strategy guides the creation, delivery, and governance of useful, usable content.” Kristina Halvorson CONTENT THAT CONVERTS
- 9. Only 1 in 3businesses have a documented content strategy. CMI & MarketingProfs CONTENT THAT CONVERTS
- 10. If you don’t write it down, it doesn’t happen. CONTENT THAT CONVERTS
- 11. What is your one thing? CONTENT THAT CONVERTS
- 14. You need a mission with goals to measure success. CONTENT THAT CONVERTS
- 15. REFRESH: WHY CONTENT? We build awareness and feed the demand engine with content our audiences find valuable. We will continue to promote the personality of our products and brand and interact in a human, engaging manner. We align with four of the OMC GSU initiatives: 15 Driving demand Lead the Marketing Cloud 1 2 Create ideal customers Customer culture and advocacy 3 4
- 16. The Mission We want to make our customers and users successful in their careers. We support this. We foster this. We elevate this and show them off. We create more modern marketers who take us with them wherever their careers go. This is how we win.
- 17. 2 minute exercise: What is your mission as a content team? CONTENT THAT CONVERTS
- 18. • Modern Marketing Essentials Guides (MMEGs): – Original idea, strategy and plan developed by Content & Social team – Generated > 10,000 form submissions and counting – Each of these were the top 2-5 in MQL production • Industry Recognition – Our OMC blog was named a Top 10 Corporate Blog by Social Fresh and our Demand Gen Pro’s Cookbook email campaign won a Digiday award • Building the Foundation for Success – Tight integration with the amazing Demand team – Integrated content and demand calendar FY15 What Worked Last Fiscal
- 19. Our main goal is to drive more marketing qualified leads. This applies to content and social. CONTENT THAT CONVERTS
- 20. 2 minute exercise: What is your main content goal? CONTENT THAT CONVERTS
- 21. How to start Content strategy CONTENT THAT CONVERTS Presenters Nick Cicero @nickcicero /in/nicholascicero
- 22. Use brand pillars to set strategy, and that means owning and knowing what YOU stand for. Less is more. Seriously. KNOW YOUR STORY CONTENT THAT CONVERTS
- 23. Innovation and the future of payments Financial Inclusion Safety and Security Travel Small Business MASTERCARD CONTENT THAT CONVERTS
- 24. MASTERCARD CONTENT THAT CONVERTS Financial Inclusion Travel
- 25. Building A Funnel CONTENT THAT CONVERTS Components of the Funnel • Awareness: What’s the space/topics that our brand, and our customers experience daily. Help, don’t sell. (Top) • Evaluation: Tell me how to solve the problem (Middle) • Decision: Show me how to fix the problem (Bottom)
- 26. How to start Topics and Themes CONTENT THAT CONVERTS Presenters Jeffrey L. Cohen @jeffreylcohen /in/jeffreylcohen
- 28. “Either write something worth reading, or do something worth writing about.” — Benjamin Franklin CONTENT THAT CONVERTS
- 30. Business Expertise of Company Personal Interest Subject Matter Experts What You Know CONTENT THAT CONVERTS
- 32. Persona Research Keyword Research Industry Research What Prospects Know CONTENT THAT CONVERTS
- 33. What Prospects Want CONTENT THAT CONVERTS
- 34. What Prospects Want CONTENT THAT CONVERTS
- 37. Product Social Media Content Competitive Gap CONTENT THAT CONVERTS
- 39. Check your hard drive Check your email Check your website Content Audit CONTENT THAT CONVERTS
- 41. General Topics Blog Post Topics Social Media Topics Ebook/Webinar Topics Synthesize the Ideas CONTENT THAT CONVERTS
- 42. Content calendar The holy grail for visibility CONTENT THAT CONVERTS Presenters Chris Moody @cnmoody /in/chrismoody
- 43. What we did We need a way to provide visibility into key content being produced globally and the strategy around it. More importantly, to offer insight into status, content details, project owner, demand, social and blog plans, etc. This is not a comprehensive events calendar – it is a content driven calendar. CONTENT THAT CONVERTS
- 44. Content Calendar Requirements • As much collaboration as possible with approved tools (bonus if it is something we market and sell) • Visibility into top level plans for content and other groups within OMC • Limited development time required • Ease of use and integration / link with the master record for each project/event (other tools, spreadsheets, trackers, etc.) • Note: this will not replace existing calendars for individual teams. CONTENT THAT CONVERTS
- 45. Oracle Confidential – Internal/Restricted/Highly Restricted 45
- 46. Content types “Big trucks and little trucks and long trucks and tall old trucks and new trucks, delivery and long haul.” CONTENT THAT CONVERTS
- 47. Digital content 2008 1 trillion pages
- 48. Digital content 2013 30 trillion pages
- 49. TYPES OF CONTENT3 High Effort Medium Effort Low Effort TRADITIONAL BLOG AND PAID CONTENT Q&A CONTENT USER CONTENT (UGC)
- 50. Effort Content HIGH 66% 10% 5% 1% 18% SEARCH DIRECT REFERRAL SOCIAL OTHER 66% FROM SEARCH / HIGH EFFORT CONTENT $21 - $2,000
- 51. Effort Content MEDIUM 80% 14% 4% 1% SEARCH DIRECT REFERRAL SOCIAL OTHER 80% FROM SEARCH / MEDIUM EFFORT CONTENT 1%$10
- 52. Effort Content LOW 20% 32% 10% 21% SEARCH DIRECT REFERRAL SOCIAL OTHER BEST DISTRIBUTION OF TRAFFIC / LOW EFFORT CONTENT 17% $2
- 53. Conversion Rate EFFORT CONTENT HIGH VISITS LEADS CUSTOMERS 3.8% 3.65% SOURCE: COMPENDIUM CONVERSIONS
- 56. Content team and partners CONTENT THAT CONVERTS
- 57. Tactics CONTENT THAT CONVERTS Presenters Jeffrey L. Cohen @jeffreylcohen /in/jeffreylcohen
- 58. Look Back at Your Goals What are the steps to get there? Blog vs. Ebooks vs. Webinar vs. Visual Have you heard of Periscope? Strategy vs. Tactics CONTENT THAT CONVERTS
- 59. Marketing Team of One Agency / Partners / Freelancers / Customers Influencers Upwork.com Resources CONTENT THAT CONVERTS
- 60. Resources CONTENT THAT CONVERTS
- 61. Resources CONTENT THAT CONVERTS
- 62. How much content? 10-4-1 Rule (3rd Party / Blog Posts / Landing Page) How often? Consistency is key What’s the result? Content vs. Time CONTENT THAT CONVERTS
- 63. Content vs. Time CONTENT THAT CONVERTS
- 64. Content vs. Time CONTENT THAT CONVERTS 223
- 65. Content vs. Time CONTENT THAT CONVERTS 594
- 66. Hubspot Experiment CONTENT THAT CONVERTS Benchmark: 23 posts Low volume, high comp: 11.5 posts High volume, low comp: 34.5 posts bit.ly/sfcontent-hub
- 67. Moz Experiment CONTENT THAT CONVERTS bit.ly/sfcontent-moz
- 68. How long does content take? Are you keeping up with your audience? Productivity CONTENT THAT CONVERTS
- 69. Tools CONTENT THAT CONVERTS Presenters Chris Moody @cnmoody /in/chrismoody
- 71. Examples and Case Studies CONTENT THAT CONVERTS
- 72. s • FULL SIZE IMAGES
- 73. EMAIL IS A SOURCE OF CONTENT.
- 75. Offers customer service to aid with stress-free pet relocation
- 76. EARN CUSTOMER TRUST, PROVIDE CONTENT TO AID DECISION MAKING, SHARE CUSTOMER EXPERIENCES CHALLENGES
- 78. RESULTS increase in customer lifetime value for customers who read user stories before purchase of leads who view customer stories convert to customers of traffic on Q&A section of website is driven by search, gathering and strategically using thousands of pieces of user-generated content 4X 13.5% 80%
- 79. Examples CONTENT THAT CONVERTS • All Personas • Email • Blog • Social • 31% Conv Rate to MQL
- 80. Examples CONTENT THAT CONVERTS • All Personas • Email • Blog • Social • 31% Conv Rate to MQL • CMO • Email • Blog • Social • 25% Conv Rate to MQL
- 81. 87% OF CMOS SAY THAT PROFITABLE GROWTH IS THEIR NUMBER ONE PRIORITY. – CMO.com 10 PIECES OF CONTENT ARE CONSUMED BEFORE A PURCHASING DECISION IS MADE. – Google’s Zero Moment of Truth CONTENT DRIVES REVENUE
- 82. CONTENT THAT CONVERTS Q&A Thanks from… Chris Moody, Oracle Marketing Cloud Jeff Cohen, Oracle Marketing Cloud Nick Cicero, Delmondo Sarah Evans, Sevans Strategy (she was here i n our heart s)
Editor's Notes
- https://www.flickr.com/photos/eogez/3768198101
- https://www.flickr.com/photos/alancleaver/2453107414/
- https://www.flickr.com/photos/xufos/3494383456/
- https://www.flickr.com/photos/zz77/8523559147
- https://www.flickr.com/photos/39997856@N03/8137660881
- https://www.flickr.com/photos/jakecaptive/49915119/
- For many, pets are like family, so it is no wonder that when a family relocates, pet owners carefully consider the options to get their pets to their new home. PetRelocation was founded in 2004 to give white-glove service to pet owners in need of transporting their pets safely and securely door-to-door across the country or across the globe. Customers are very careful in deciding whom to entrust with transporting their pets, as it is very personal and emotional for them. PetRelocation’s Chief of Staff, Rachel Farris, knows this and has leveraged Oracle Content Marketing as the hub of their marketing strategy to provide customers with the exact content they need in their decision making process.
- Prospective customers are very interested in hearing experiences from prior customers, so PetRelocation has built a robust program for collecting and sharing customer stories, powered by Oracle Content Marketing. Thirty days after a pet move, customers are emailed asking them to do three things: click to share their story, complete a customer satisfaction survey, and claim their free t-shirt.
- Diving into an actual post, you’ll see that there are tons of other categories they can engage with and they’re usually presented with a cute pet picture or video to supplement the customer testimonial providing an actual story of how well their move went.
- The results don’t stop there. Statistics show this program is a major contributor to PetRelocation’s marketing and sales success. Their end-to-end tracking indicates that visitors to Q&A content convert to a lead at 11.4% and leads convert from a lead to a customer at 13.5% when viewing their customer story content. And, the customer value of these visitors is nearly 4 times the average of blog post visitors.