Understanding the Power of Content Marketing by Chris Moody of Oracle Eloqua
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The document discusses the challenges faced by CMOs in managing high-volume content, emphasizing the need for a data-driven approach to marketing strategies. A significant portion of marketing content goes unused, leading to wasted resources and frustrated customers seeking personalized experiences. It highlights the importance of creating targeted content and understanding customer personas to effectively drive engagement and conversions.
Understanding the Power of Content Marketing by Chris Moody of Oracle Eloqua
- 1. SIMPLE WAYS TO MASSIVELY INCREASE YOUR CONTENT Ideas for managing high-volume content across today’s most important channels CHRIS MOODY @CNMOODY
- 2. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.2
- 3. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.3
- 4. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.4 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
- 5. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.5 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
- 6. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.6 “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
- 7. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.7 THE GROWTH OF DIGITAL CONTENT 2008 – 1 trillion indexed pages
- 8. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.8 THE GROWTH OF DIGITAL CONTENT 2013 – 30 trillion indexed pages
- 9. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.9
- 10. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.10
- 11. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.11
- 12. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.12
- 13. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.13
- 14. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.14
- 15. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.15 bit.ly/contentshockbs
- 16. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.16 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
- 17. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.17 CREATE CUSTOMER PERSONAS DEMOGRAPHICS MOTIVATIONS CHARACTERISTICS GOALS
- 18. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.18 30 TOPICS X 5 PERSONAS 150 CONTENT ELEMENTS
- 19. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.19 SALES FUNNEL INQUIRY CONSIDERATION AWARENESS PURCHASE OR LEADS RETENTION OR SALES Typical
- 20. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.20 30 TOPICS X 5 PERSONAS 150 CONTENT ELEMENTS X 5 STAGES OF THE FUNNEL 750 CONTENT ELEMENTS
- 21. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.21 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
- 22. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.22 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
- 23. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.23 MORE FREQUENT UPDATES and MORE UNIQUE CONTENT Across Multiple Social Channels “YOU ARE COMPETING AGAINST YOUR CUSTOMER’S CLOSEST FRIENDS & FAMILY”
- 24. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.24 TYPES OF CONTENT3 High Effort Medium Effort Low Effort TRADITIONAL BLOG AND PAID CONTENT Q&A CONTENT USER CONTENT (UGC)
- 25. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.25 Effort Content HIGH 66% 10% 5% 1% 18% SEARCH DIRECT REFERRAL SOCIAL OTHER 66% FROM SEARCH / HIGH EFFORT CONTENT $21 - $2,000
- 26. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.26 Effort Content MEDIUM 80% 14% 4% 1% SEARCH DIRECT REFERRAL SOCIAL OTHER 80% FROM SEARCH / MEDIUM EFFORT CONTENT 1%$10
- 27. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.27 Effort Content LOW 20% 32% 10% 21% SEARCH DIRECT REFERRAL SOCIAL OTHER BEST DISTRIBUTION OF TRAFFIC / LOW EFFORT CONTENT 17% $2
- 28. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.28 Conversion Rate EFFORT CONTENT HIGH VISITS LEADS CUSTOMERS 3.8% 3.65% SOURCE: COMPENDIUM
- 29. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.29 Conversion Rate EFFORT CONTENT MEDIUM CUSTOMERS 11.4% 5.62% SOURCE: COMPENDIUM VISITS LEADS 3.8% 3.65%
- 30. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.30 Conversion Rate VISITS LEADS EFFORT CONTENT LOW CUSTOMERS 9.1% 13.5% SOURCE: COMPENDIUM 11.4% 5.62% 3.8% 3.65%
- 31. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.31 LOCALIZED, USER GENERATED CONTENT
- 32. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.32 HIGH MEDIUM LOW HEAD THE LONG TAIL
- 33. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.33 15% CLICK THROUGH RATE
- 34. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.34 EMPLOYEE GENERATED CONTENT
- 35. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.35 9000 CONTENT ELEMENTS CREATED 325% INCREASE IN SALES READY LEADS
- 36. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.36 CVENT WINS BEST OVERALL CORPORATE BLOG
- 37. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.37 STUDENT GENERATED CONTENT
- 38. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.38 1200 CONTENT ELEMENTS CREATED FIRST YEAR 61% FIRST TIME VISITORS
- 39. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.39 EMAIL SOURCED CONTENT
- 40. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.40 EMAIL SOURCED CONTENT
- 41. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.41 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
- 42. Copyright © 2014, Oracle and/or its affiliates. All rights reserved.42