This document provides tips for being insanely effective with marketing when resources are limited. It discusses how marketers are often criticized for not proving ROI. The document then outlines five steps to developing an effective content strategy: 1) Define your mission, 2) Identify goals, 3) Document a plan, 4) Choose metrics, 5) Establish baselines and test. Additional tips include answering all customer questions, learning from subject matter experts, and finding content opportunities everywhere rather than trying for "home runs" with every asset. The overall message is that marketers should focus on achieving measurable results.

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How to Be Insanely Effective When You Don’t
Have Enough Resources, Budget, or Time
Lessons from the Trenches (the longest title I could come up with)
Chris Moody
Content Marketing Leader
GE Digital
@cnmoody
Speaker
Photo
(2.5” square)
Hi!
I’m Chris.

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Can Chris break Powerpoint???

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Who is this guy?
ü Sued over a blog post
ü Deposed for nine hours
ü Been fired once
ü Been hired more than once
ü Escaped a kidnapping attempt
ü Been shot at & chased by a man
with a spear
ü Won a national poetry contest in 5th
grade with a poem I wrote while the
teacher collected our “homework”

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THE STATE OF
MARKETING
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"FAILURE IS GROWTH. FAILURE
IS LEARNING. BUT, SOMETIMES
FAILURE IS JUST FAILURE.”
GAVIN BELSON
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82% OF ENTERPRISE MARKETERS HAVE NO
CENTRALIZED VIEW OF THE CUSTOMER
FORRESTER
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65% OF CMOS CAN’T MEASURE ROI
FOR DIGITAL MARKETING
FORRESTER
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INSANELY EFFECTIVE?

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“The definition of insanity is doing
something over and over again
and expecting a different result.”
Albert Einstein, Mark Twain, or Ben Franklin

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80% of CEOs were not impressed
by the work done by marketers and
believed marketers were poor
business performers.
Fournaise

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1. Marketers could not prove ROI of
activities
WHY DO WE SUCK?
FOURNAISE

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1. Marketers could not prove ROI of
activities
2. Marketers had lost sight of what
their job really was
WHY DO WE SUCK?
FOURNAISE

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1. Marketers could not prove ROI of
activities
2. Marketers had lost sight of what
their job really was
3. Marketers were not business
performance-obsessed enough
WHY DO WE SUCK?
FOURNAISE

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But, wait! 70% of CEOs admit they
may be responsible for poor
marketing performance!
Fournaise
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1. Having steadily lost trust in the
ability of marketing to be successful
CEOs blame themselves for:
FOURNAISE

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1. Having steadily lost trust in the
ability of marketing to be successful
2. Having given up on holding
marketers accountable
CEOs blame themselves for:
FOURNAISE

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CEOs think marketers suck.
They blame themselves for our terrible
performance because they should
have fired us a long time ago.
Recap:

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The only barrier to
information today is laziness.

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The best way to get more
resources, time, or budget is
to get results first.

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Stop chasing the next big
thing and do your job better.

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Stop chasing the next big
thing and do your job better.

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Stop chasing the next big
thing and do your job better.

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Stop chasing the next big
thing and do your job better.
Stop chasing the next big
thing and do your job better.
Stop chasing the next big
thing and do your job better.

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GETTING SHIT DONE.
#mpb2b @cnmoody

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"Strategy without tactics is the
slowest route to victory.
Tactics without strategy is the noise
before defeat." Sun Tzu
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of marketers have a documented
content strategy.
Only 37%
MARKETINGPROFS/CMI

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Dubya. Tee. Eff.

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of content marketing is effective.
Only 30%
MARKETINGPROFS/CMI

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more effective are those with a
documented content strategy.
300%
MARKETINGPROFS/CMI

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Start your content strategy now

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What is your one thing?
Define your mission.
STEP 1

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Apple : Innovation :: Volvo : Safety

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Reminder: goal is singular
What is your main goal?
STEP 2

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Our main goal is to generate more leads
that become sales qualified.
Example:

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Document a plan to
achieve your goal.
STEP 3

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- Look at top 5 sales qualified lead assets & replicate
- Run an influencer webinar each quarter
- Sponsor and conduct original research
- Identify and engage thought leaders
- Atomize our content to run a cross-channel campaign
Example: Drive more sales qualified leads

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Identify the best metrics for
your company and team.
STEP 4

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- Leads to MQLs to SQLs to Opportunities to $$$
- Traffic and variations
- Share of voice and awareness metrics
- Top converting assets
- Engagement
- Volume / production
Sample content metrics

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Establish a baseline and
measure against it.
STEP 5

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What?
What?
Delta
What?
Delta
Debrief:
What worked?
What didn’t?
Why?
Insights & learnings

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1. Define your mission
2. Identify your main goal
3. Document a plan to accomplish it
4. Decide on relevant metrics
5. Establish a baseline and start testing
RECAP: Documenting your content strategy

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THEY WANT RESULTS
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Individual results may vary. Past
performance no guarantee for
future results. Results not typical.
Your results may vary.
DISCLAIMER

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1. Answer every question
your audience cares about.
GET RESULTS

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“THE BEST
TEACHER WINS.”
Marcus Sheridan

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2. Your SMEs are people you
should be talking with.
GET RESULTS

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BE THE DUMBEST PERSON IN THE ROOM

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3. Stop trying to hit homeruns
with every asset.
GET RESULTS

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Since 1901, only 45
players out of 125,000+
had a season with more
homeruns than strikeouts.
Min. 20 HRs

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4. Realize that content is
everywhere.
GET RESULTS

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“Sometimes I feel like I'm seeing it all at once,
and it's too much, my heart fills up like a
balloon that's about to burst... And then I
remember to relax, and stop trying to hold on to
it, and then it flows through me like rain…”
LESTER BURNHAM, AMERICAN BEAUTY

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Fan Theory: “It” is content.
#mpb2b @cnmoody

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“Sometimes I feel like I'm seeing content all at
once, and content's too much, my heart fills up
like a balloon that's about to burst... And then I
remember to relax, and stop trying to hold on to
content, and then content flows through me
like rain…” CHRIS MOODY, AMERICAN BEAUTY

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Content is dying on the phone.
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Content is dying in meetings.

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Be opportunistic in the pursuit of creating
content your customers and prospects find
valuable.

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1. Answer every question
2. Interview your colleagues
3. Stop trying to hit homeruns
4. Find content everywhere
RECAP: Insanely effective things you can do now

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1. Stop chasing the next big thing
2. Document a content strategy
3. Find content everywhere
4. Achieve your measurable goals
5. Connect with me and rate this session
We made it!

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Chris Moody
/in/chrismoody
@cnmoody
cm@chris-moody.com