Understanding the Power of Content Marketing by Chris Moody of Oracle Eloqua

SIMPLE WAYS TO MASSIVELY INCREASE YOUR CONTENT Ideas for managing high-volume content across today’s most important channels CHRIS MOODY @CNMOODY

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. 2



The Reality and the Outcome

88% 88% CMOs that lack

integrated view of customer interactions

65% 65% CMOs can’t measure

ROI across digital marketing investments

75% 75%

The Mandate and the Vision

CEOs that want their CMOs to become 100%

ROI focused 91% 91%

CMOs that want to have “data-driven approach” to marketing decisions and

quantifying value

Sources: Fournaise Group, CMO Council and Columbia’s Global Brand Leadership

A Massive Disconnect


Content Fails to Scale

60-70% of marketing content goes unused each day

It’s Being Wasted It’s Not Personalized 74% of customers are frustrated that web content doesn’t map to

their interests

Only 34% of CMOs believe they have an effective content

marketing strategy

It’s Not Strategic

X X X

Sources: Sirius, Nielsen, and Content Marketing Institute


“MARKETING NEEDS TO DE-EMPHASIZE TASKS LIKE ‘THOUGHT LEADERSHIP’ AND WHITE PAPERS AND FOCUS MORE ON ADVANCED ACTIVITIES…

“STOP TRYING TO BE AMAZING”

– Ana Lapter, Corporate Executive Board

– Jay Baer


THE GROWTH OF DIGITAL CONTENT 2008 – 1 trillion indexed pages


THE GROWTH OF DIGITAL CONTENT 2013 – 30 trillion indexed pages








bit.ly/contentshockbs


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


CREATE CUSTOMER PERSONAS

DEMOGRAPHICS MOTIVATIONS

CHARACTERISTICS GOALS


30 TOPICS X 5 PERSONAS

150 CONTENT ELEMENTS


SALES FUNNEL INQUIRY

CONSIDERATION

AWARENESS

PURCHASE OR LEADS

RETENTION OR SALES

Typical


30 TOPICS X 5 PERSONAS

150 CONTENT ELEMENTS X 5 STAGES OF THE FUNNEL

750 CONTENT ELEMENTS


INFL

UENC

E

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


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


MORE FREQUENT UPDATES and

MORE UNIQUE CONTENT Across Multiple Social Channels

“YOU ARE COMPETING AGAINST YOUR CUSTOMER’S CLOSEST FRIENDS & FAMILY”


TYPES OF CONTENT 3

High Effort Medium Effort Low Effort TRADITIONAL BLOG AND PAID CONTENT

Q&A CONTENT USER CONTENT (UGC)


Effort Content HIGH 66%

10% 5% 1%

18%

SEARCH DIRECT REFERRAL SOCIAL OTHER

66% FROM SEARCH /

HIGH EFFORT CONTENT

$21 - $2,000


Effort Content MEDIUM 80%

14% 4% 1%


80% FROM SEARCH /

MEDIUM EFFORT CONTENT

1% $10


Effort Content LOW 20% 32%

10% 21%


BEST DISTRIBUTION

OF TRAFFIC / LOW EFFORT

CONTENT 17%

$2


Conversion

Rate

EFFORT CONTENT

HIGH VISITS

LEADS

CUSTOMERS

3.8%

3.65%

SOURCE: COMPENDIUM


Conversion

Rate

EFFORT CONTENT

MEDIUM

CUSTOMERS

11.4%

5.62%

SOURCE: COMPENDIUM

VISITS

LEADS

3.8%

3.65%


Conversion

Rate

VISITS

LEADS

EFFORT CONTENT

LOW

CUSTOMERS

9.1%

13.5%

SOURCE: COMPENDIUM

11.4%

5.62%

3.8%

3.65%


LOCALIZED, USER GENERATED

CONTENT


HIGH MEDIUM LOW

HEAD

THE LONG TAIL


15% CLICK THROUGH RATE


EMPLOYEE GENERATED

CONTENT


9000 CONTENT ELEMENTS CREATED

325% INCREASE IN SALES READY LEADS


CVENT WINS BEST OVERALL CORPORATE BLOG


STUDENT GENERATED

CONTENT


1200 CONTENT ELEMENTS CREATED FIRST YEAR

61% FIRST TIME VISITORS


EMAIL SOURCED CONTENT


EMAIL SOURCED CONTENT


CONCLUSION: YOU NEED TO BE THE SOURCE OF ALL OF THE CONTENT YOUR PROSPECT WANTS BEFORE THEY BUY.

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


Education

Understanding the Power of Content Marketing by Chris Moody of Oracle Eloqua