Chris Moody's presentation about The Power of Content Marketing and Creating More Profitable Content at High Five Conference 2015 in Raleigh, NC.

1. THE
POWER
OF
CONTENT
MARKETING
AND
CREATING
MORE
PROFITABLE
CONTENT
THE
POWER
OF
CONTENT
MARKETING
AND
CREATING
MORE
PROFITABLE
CONTENT
CHRIS
MOODY
/
ORACLE
MARKETING
CLOUD
HIGH
FIVE
CONFERENCE
–
FEBRUARY
2015

2. @CNMOODY

3. 9

4. 4

5. 0

8. sued
over
a
blog
post:
#1
out
of
14,200,000
pages

10. WHAT
IS
PROFITABLE
CONTENT?
WHAT
IS
PROFITABLE
CONTENT?
HINT:
THIS
REQUIRES
WORKING
WITH
AND
UNDERSTANDING
SALES.

11. An
intro
to
Sales
47%
of
Sales
reps
would
rather
deliver
a
presenta>on
without
their
underwear
than
without
their
tablet

12. An
intro
to
Sales
64%
of
reps
prepare
for
their
mee>ngs
in
the
car
and
44%
prepare
in
the
prospect’s
parking
lot

13. An
intro
to
MarkeOng
88%
of
CMOs
lack
an
integrated
view
of
the
customer

14. An
intro
to
MarkeOng
65%
of
CMOs
can’t
measure
ROI
for
digital
marke>ng
in
2014

15. An
intro
to
Sales
and
MarkeOng
71%
of
reps
receive
materials
from
marke>ng,
but
42%
say
they
aren't
involved
at
all
in
the
development
process

16. “I
never
blame
myself
when
I'm
not
hiNng.
I
just
blame
the
bat
and
if
it
keeps
up,
I
change
bats.
ARer
all,
if
I
know
it
isn't
my
fault
that
I'm
not
hiNng,
how
can
I
get
mad
at
myself?”

17. PROFITABLE
CONTENT
CONVERTS
AND
CREATES
REVENUE
PROFITABLE
CONTENT
CONVERTS
AND
CREATES
REVENUE
HINT:
THIS
STILL
REQUIRES
WORKING
WITH
SALES.

18. THE GROWTH OF
DIGITAL
CONTENT
2008 – 1 trillion indexed pages

19. THE GROWTH OF
DIGITAL
CONTENT
2013 – 30 trillion indexed pages

26. bit.ly/contentshockbs

27. Can you think of the top
30 topics prospects and
customers might be
interested in?
SUPPOSE YOU ARE
AN INSURANCE
COMPANY
INSURANCE
CAR INSURANCE
MOTOR INSURANCE
LIFE INSURANCE
HOME INSURANCE
INSURANCE RATES
HEALTH INSURANCE
MOTORCYCLE INSURANCE
LIABILITY INSURANCE
CHEAP INSURANCE
MINIMUM INSURANCE
HOMEOWNERS INSURANCE
AUTO QUOTE
HOME & AUTO DISCOUNTS
TERM INSURANCE
TRAVEL INSURANCE
ONLINE CAR INSURANCE
FLOOD INSURANCE
COMPARE INSURANCE
COMMERCIAL INSURANCE
BUSINESS INSURANCE
MEDICAL INSURANCE
COMMERCIAL VEHICLE INSURANCE
UMBRELLA POLICY
FARM INSURANCE
RENTERS INSURANCE
PET INSURANCE
HURRICANE INSURANCE
EASY CLAIMS
DENTAL INSURANCE
INSURANCE
CAR INSURANCE
MOTOR INSURANCE
LIFE INSURANCE
HOME INSURANCE
INSURANCE RATES
HEALTH INSURANCE
MOTORCYCLE INSURANCE
LIABILITY INSURANCE
CHEAP INSURANCE
MINIMUM INSURANCE
HOMEOWNERS INSURANCE
AUTO QUOTE
HOME & AUTO DISCOUNTS
TERM INSURANCE
TRAVEL INSURANCE
ONLINE CAR INSURANCE
FLOOD INSURANCE
COMPARE INSURANCE
COMMERCIAL INSURANCE
BUSINESS INSURANCE
MEDICAL INSURANCE
COMMERCIAL VEHICLE INSURANCE
UMBRELLA POLICY
FARM INSURANCE
RENTERS INSURANCE
PET INSURANCE
HURRICANE INSURANCE
EASY CLAIMS
DENTAL INSURANCE

28. CREATE CUSTOMER PERSONAS
DEMOGRAPHICS
MOTIVATIONS
CHARACTERISTICS
GOALS

29. 30 TOPICS
X 5 PERSONAS
150 CONTENT ELEMENTS

30. SALES FUNNEL INQUIRY
CONSIDERATION
AWARENESS
PURCHASE OR LEADS
RETENTION OR SALES
Typical

31. 30 TOPICS
X 5 PERSONAS
150 CONTENT ELEMENTS
X 5 STAGES OF THE FUNNEL
750 CONTENT ELEMENTS

32. INFLUENCE
COMMUNITY SIZE
54%
AGREE
12%
DISAGREE
WHEN IT COMES TO COMMUNITY SIZE,
54 PERCENT OF CONSUMERS AGREE THAT
THE SMALLER THE COMMUNITY THE
GREATER THE INFLUENCE
The smaller the community,
the greater the influence

33. 3%
56%
34%
31.1%
30.8%
28%
27%
27%
20%
20%
12%
8%
7%
RETAIL SITES
BRAND SITES
BLOGS
FACEBOOK
GROUPS / FORUMS
YOUTUBE
LINKEDIN
GOOGLE+
ONLINE MAGAZINES
PINTEREST
TWITTER
NEWS SITES
INSTAGRAM
ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE
SOURCE: TECHNORATI

34. MORE FREQUENT UPDATES
and
MORE UNIQUE CONTENT
Across Multiple Social Channels
“YOU ARE COMPETING AGAINST YOUR CUSTOMER’S
CLOSEST FRIENDS & FAMILY”

35. Exhibit
A.

36. TYPES
OF CONTENT3
High Effort Medium Effort Low Effort
TRADITIONAL BLOG
AND PAID CONTENT
Q&A CONTENT USER CONTENT (UGC)

37. Effort Content
HIGH
66%
10%
5%
1%
18%
SEARCH DIRECT REFERRAL SOCIAL OTHER
66% FROM
SEARCH /
HIGH EFFORT
CONTENT
$21 - $2,000

38. Effort Content
MEDIUM
80%
14%
4% 1%
SEARCH DIRECT REFERRAL SOCIAL OTHER
80% FROM
SEARCH /
MEDIUM EFFORT
CONTENT
1%$10

39. Effort Content
LOW
20% 32%
10%
21%
SEARCH DIRECT REFERRAL SOCIAL OTHER
BEST
DISTRIBUTION
OF TRAFFIC /
LOW EFFORT
CONTENT
17%
$2

40. Conversion
Rate
EFFORT
CONTENT
HIGH VISITS
LEADS
CUSTOMERS
3.8%
3.65%
SOURCE: COMPENDIUM
CONVERSIONS

41. Conversion
Rate
EFFORT
CONTENT
MEDIUM
CUSTOMERS
11.4%
5.62%
SOURCE: COMPENDIUM
VISITS
LEADS
3.8%
3.65%
CONVERSIONS

42. Conversion
Rate
VISITS
LEADS
EFFORT
CONTENT
LOW
CUSTOMERS
9.1%
13.5%
SOURCE: COMPENDIUM
11.4%
5.62%
3.8%
3.65%
CONVERSIONS

43. FIVE
WAYS
TO
CREATE
MORE
PROFITABLE
CONTENT
TODAY
FIVE
WAYS
TO
CREATE
MORE
PROFITABLE
CONTENT
TODAY
-­‐
1
-­‐
2
-­‐
3
-­‐
4
-­‐
5

44. Brainstorm
with
en>re
staff
on
ques>ons
they
hear
every
day
“They
Ask,
You
Answer”
1
-­‐
1
-­‐
2
-­‐
3
-­‐
4
-­‐
5

45. Des
Williams
|
Ligh>ng
&
Landscaping

46. Interview
your
colleagues
and
partners
2
-­‐
1
-­‐
2
-­‐
3
-­‐
4
-­‐
5

48. Eliminate
the
fear
of
the
blinking
cursor

49. Host
your
first
company
Blogathon
3
-­‐
1
-­‐
2
-­‐
3
-­‐
4
-­‐
5

50. 1.
Brainstorm
every
ques>on
2.
Assign
to
employees
+
90
mins/day
3.
4.5
hours
each
over
3
days
=
100+
blog
posts
– Kirk
Drake,
CEO,
Ongoing
Opera>ons

51. Three
steps
to
$500k
to
$1m
impact
in
year
one.
– Kirk
Drake,
CEO,
Ongoing
Opera>ons

52. Stop
trying
to
hit
homeruns
4
-­‐
1
-­‐
2
-­‐
3
-­‐
4
-­‐
5

53. Since
1901,
there
are
only
45
players
with
a
season
with
more
homeruns
than
strikeouts.

54. Surround
homeruns
with
tons
of
base
hits.
• Part
1
-­‐
Featured
Asset
&
Outbound
Part
2
–
Webcast
PromoOon
OUTBOUND:
Email
and
Landing
Page
featuring
the
new
essen>als
program
and
the
eBook.
Responsive
design.
FEATURED
ASSET:
First
of
a
series
of
meaty
guides,
this
ebook
features
discussion
and
best
prac>ces
around
content
marke>ng.

55. Turn
your
email
into
content
5
-­‐
1
-­‐
2
-­‐
3
-­‐
4
-­‐
5

56. EMAIL
IS
A
SOURCE
OF
CONTENT.

57. BLOG
POST
VS.
EMAIL
INBOX

58. RECAP:
Five
ways
to
create
more
profitable
content
today
1. Brainstorm
with
staff
2. Interview
your
colleagues
3. Have
a
Blogathon
4. Stop
trying
to
hit
homeruns
5. Turn
your
email
into
content

59. OUTDOOR RETAIL LEADER SERVING 75 MILLION SPORTSMEN A YEAR

60. TO INCREASE LEADS,
PERFORMANCE OF ADS,
AND CONTENT.
ALSO TO MANAGE
CREATION, WORKFLOW,
PROMOTION, AND
DISTRIBUTION OF CONTENT
CHALLENGE
Deepening customer
relationships in stores,
creating relevant content,
sharing expertise

62. RESULTS
Website visitors tripled,
click through rates
increased by 15%
Customers look to Bass as
a content resource,
increasing loyalty and
engagement
Created a central hub for
Bass’s marketing team

63. Offers customer service to aid with stress-free pet relocation

64. EARN CUSTOMER TRUST,
PROVIDE CONTENT TO AID
DECISION MAKING, SHARE
CUSTOMER EXPERIENCES CHALLENGES

66. 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
each year
4X 13.5% 80%

67. 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

68. STUCK
AND
NEED
HELP?
YES,
THAT
IS
MY
SON
STUCK
UNDER
HIS
LITTLE
TIKES
FIRE
TRUCK.
EMAIL:
HELPMECHRISMOODY
@GMAIL.COM
THE
TWITTER:
@CNMOODY