Why You Don't Have Enough Content, and How to Find More | Jay Baer & Chris Baggott Webinar
-
Upload
compendium -
Category
Self Improvement
-
view
1.268 -
download
0
description
Transcript of Why You Don't Have Enough Content, and How to Find More | Jay Baer & Chris Baggott Webinar
WHY YOU DON’T HAVE ENOUGH CONTENT
AND HOW TO FIND MORE
SPEAKERS
Jay Baer | Convince&Convert Author of Youtility@JayBaer
Chris Baggott | Compendium @ChrisBaggott
#ContentVolume
#ContentVolume
“We need more sources of information because we HAVE more sources of
information”
INFLUENCE A PURCHASE
#ContentVolume
THE THREE LEGGED STOOL
#ContentVolume
#ContentVolume
30% of American social media users say social media has driven a purchase.
*Edison Research – The Social Habit - 2012
#ContentVolume
B2B customers contact a sales rep only after70% of the purchasing
decision has been made.
#ContentVolume
for targeted email over batch-and-blast.
208% HIGHERConversion Rate
#ContentVolume
#ContentVolume
“Marketing needs to de-empathize tasks like ‘Thought Leadership’ and White Papers and focus more on advanced activities such as diagnosing the purchasing needs and
identifying internal barriers to purchase.– Ana Lapter, Corporate Executive Board
STOPTRYING TO BE AMAZING
#ContentVolume
#ContentVolume
First thing’s first.
Discover Customer Needs•Search Keywords•Internal Search•Web Analytics •Social Chatter•Customer Survey & Interviews
#ContentVolume
TOPIC MODELING
#ContentVolume
PERSONAS
Personas
ENGAGEMENT CYCLE
Awareness
Consideration
Inquiry
Purchase
Retention
#ContentVolume
Content Marketing Math
30 StoriesX 5 Personas
-------------150 Content Elements
#ContentVolume
Content Marketing Math
30 StoriesX 5 Personas
-------------150 Content Elements
X 5 Stages of the Funnel-----------------
750 Content Elements
#ContentVolume
Don’t be a 19 year-old dude.
#ContentVolume
HIGH EFFORT CONTENT
#ContentVolume
MEDIUM EFFORT CONTENT
#ContentVolume
LOW EFFORT CONTENT
#ContentVolume
HIGH EFFORT CONTENT
#ContentVolume
MEDIUM EFFORT CONTENT
#ContentVolume
LOW EFFORT CONTENT
#ContentVolume
SIMILAR SITUATION STORY
#ContentVolume
Example: River Pools
#ContentVolume
FAQs
#ContentVolume
#ContentVolume
24% Cross-Channel Engagement Rate
#ContentVolume
Content only
#ContentVolume
Content only
#ContentVolume
15% Cross-Channel Engagement Rate
#ContentVolume
#ContentVolume
Content only
#ContentVolume
Gymboree Stories
#ContentVolume
#ContentVolume
13% Cross-Channel Engagement Rate
Farmer Chris
#ContentVolume
#ContentVolume
Worry less about selling better and WORRY MORE
ABOUT TEACHING BETTTER
– JAY BAER, Youtility
Questions?Ask the experts.
#ContentVolume