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The 9 most horrifying content marketing misunderstandings
The 9 most horrifying content marketing misunderstandings
CHRIS MOODY VP MARKETING COMPENDIUM
@CNMOODY
JAY BAER PRESIDENT CONVINCE & CONVERT
@JAYBAER
#SCARYCONTENT CHRIS MOODY VP MARKETING COMPENDIUM
@CNMOODY
JAY BAER PRESIDENT CONVINCE & CONVERT
@JAYBAER
#SCARYCONTENT Share your scariest content story, costumes, etc.
CONTENT MARKETING is no longer optional.
@COMPENDIUM #SCARYCONTENT
FACT: We all create and consume content. Fact: no company can go without content.
However, there are many misunderstandings...
If my content is good enough, it will market itself.
@COMPENDIUM #SCARYCONTENT 1
THE GROWTH OF DIGITAL CONTENT 2008 – 1 trillion indexed pages
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THE GROWTH OF DIGITAL CONTENT 2013 – 30 trillion indexed pages
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You must Deliver relevant content to the right person at the right time on the most appropriate channel.
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“Stop Trying To Be Amazing”
My content should only live on my website.
@COMPENDIUM #SCARYCONTENT 2
3%
56%
34%
31.1%
30.8%
28%
27%
27%
20%
20%
12%
8%
7%
RETAIL SITES
BRAND SITES
BLOGS
Groups|forum
YOUTUBE
GOOGLE+
Web magazine
NEWS SITES
ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE
Source: Technorati @COMPENDIUM #SCARYCONTENT
Create a hub and spoke model for content.
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My content should be all about my products.
@COMPENDIUM #SCARYCONTENT 3
Use content to market sideways.
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I only need whitepapers and webinars.
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TYPES OF CONTENT 3
High Effort Medium Effort Low Effort Traditional Blog & Paid Content Q&A content User Content (Ugc)
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High Effort Medium Effort Low Effort
9.1%
13.5%
Visits
leads
customers
11.4%
5.62%
Visits
leads
customers
3.8%
3.65%
Visits
leads
customers
Too much content will give away my secrets.
@COMPENDIUM #SCARYCONTENT 5
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Be the first to share what customers search for.
Be a trusted source of information, no matter what.
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We don’t have enough people who write.
@COMPENDIUM #SCARYCONTENT 6
Does everyone in your company use email?
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Quickly polish emails to create new content.
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The rules are different in b2b.
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The rules are different in b2b.
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The rules are different in b2b.
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B2b differs only in:
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• Tactics (some)
• Sales Funnel
• Measurement (some)
The home run approach will work for us.
@COMPENDIUM #SCARYCONTENT 8
Go for singles: relevant content to a smaller group.
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Remember email? 208% HIGHER CONVERSION RATE FOR Targeted
EMAILS OVER BATCH-AND-BLAST
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Content curation will solve my content problem.
@COMPENDIUM #SCARYCONTENT 9
Content curation will solve my content problem.
@COMPENDIUM #SCARYCONTENT
CHRIS MOODY VP MARKETING COMPENDIUM
@CNMOODY
JAY BAER PRESIDENT CONVINCE & CONVERT
@JAYBAER
#SCARYCONTENT CHRIS MOODY VP MARKETING COMPENDIUM
@CNMOODY
JAY BAER PRESIDENT CONVINCE & CONVERT
@JAYBAER
#SCARYCONTENT Share your scariest content story, costumes, etc.
Q&A
Brought to you by:
@COMPENDIUM #SCARYCONTENT
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