Content Marketing is Broken

Transcription

1 Content Marketing is Broken & only your MOM can save you

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3 Add To Basket

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5 Add To Basket Again?

6 Already in Basket

7 Appeal?

8 Maybe Up Here?

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11 Option #1 - Remove

12 Option #2 - Cancel Purchase

13 Option #3 - Add Violation

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17 V6K 2R1

18 SPACE!!!!

19 No NEXT button

20 No Pay Now button

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22 Content is Every Experience We Create. Not Just Blog Posts.

23 We have 1.06 products

24 Drinking with my co-founders

25 Historical blog average: 0.26% * * Conversion = blog content to new trial start (nts)

26 question Is Content Marketing a Waste of Time & Money?

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28 Andy Crestodina Orbit Media

29 Andy Crestodina Orbit Media

30 The content drives the links, which drive the authority, which drive the rankings, which drive qualified visitors who searched for a commercial intent keyphrase.. and now you have a visitor who is highly likely to convert, unlike your typical blog reader. Andy Crestodina, Orbit Media On the roll content plays in conversion

31 20 POSTS 37,000 WORDS

32 0.67% * = +158% above average * Conversion = blog content to new trial start (nts)

33 success! Content Marketing is NOT a Waste of Time

34 how do we create customer-centric content for product awareness?

35 how do we create customer-centric content for product awareness? That scales

36 I needed my m.o.m.

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38 Your m.o.m. is a

39 Your m.o.m. is a Marketing Optimization Map

40 what does your MOM look like?

41 Product Specs Dynamic Product Specs Product 1 Product 2 Product 3 Feature Feature Feature Feature Feature Feature Feature Feature Feature Benefit Benefit Benefit Google Tag Manager GA Data Studio Benefit Benefit Benefit Use case Use case Use case Use case Use case Use case Product View Triggers Interaction Events PIV Metrics question question question A B C question A B C support docs community forum landing pages website blog youtube videos sales videos webinar recordings training courses Product 1 Product 2 Product 3

42 MY GOAL Build a system that lets us measure product awareness at a granular level, without code.

43 What I ll share today...

44 What I ll share today... What s broken in content marketing

45 What I ll share today... What s broken in content marketing How mom can fix it

46 What I ll share today... What s broken in content marketing How mom can fix it Techniques for measuring product awareness

47 What I ll share today... What s broken in content marketing How mom can fix it Techniques for measuring product awareness Insights from my latest research

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49 MOM SAYS To measure product awareness, We need a new metric for product awareness.

50 PIV: Product In View

51 product awareness goals

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53 MOM SAYS Your blog is fundamentally flawed, when it comes to product awareness.

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55 Same navigation as every SaaS company

56 ZERO mentions of the product(s)

57 i ran a 5-second test

58 question: what product does this company sell?

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60 0% got it right

61 MailChimp

62 MailChimp 0% got it right

63 HubSpot

64 HubSpot 0% got it right

65 Asana

66 Asana 0% got it right

67 example #1 SaaS Blog Design

68 Product awareness goal: Let blog visitors know we have three products

69 context 1

70 content 1 2

71 conversion 1 2 3

72 1 2 3

73 Nobody clicks the header cta

74 Nobody clicks the sidebar CTAs (0.09%)

75 Only 5-15% scroll as far as the end-of-post CTA

76 1 2 3

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79 Who we are

80 Value Proposition

81 Our (3) products

82 re-ran the 5-second test from earlier

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85 1 2 3

86 show me the data What impact did it have on interactions with the blog ctas?

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88 Landing Pages post

89 Popups post

90 Sticky Bars post

91 Blog Post Topics Heavily Influenced Product CTA Clicks

92 show me the data What about signups for the product?

93 Blog post category Before * After ** Change * Five-month trailing average NTS ** Three-Month average NTS

94 Blog post category Before * After ** Change unbounce.com/landing-page-examples / 0.37% * Five-month trailing average NTS ** Three-Month average NTS

95 Blog post category Before * After ** Change unbounce.com/landing-page-examples / 0.37% 0.51% +38% * Five-month trailing average NTS ** Three-Month average NTS

96 Blog post category Before * After ** Change unbounce.com/landing-page-examples / 0.37% 0.51% +38% unbounce.com/landing-pages / 0.35% 0.48% +37% * Five-month trailing average NTS ** Three-Month average NTS

97 Blog post category Before * After ** Change unbounce.com/landing-page-examples / 0.37% 0.51% +38% unbounce.com/landing-pages / 0.35% 0.48% +37% unbounce.com/conversion-optimization / 0.22% 0.37% +68% * Five-month trailing average NTS ** Three-Month average NTS

98 Blog post category Before * After ** Change unbounce.com/landing-page-examples / 0.37% 0.51% +38% unbounce.com/landing-pages / 0.35% 0.48% +37% unbounce.com/conversion-optimization / 0.22% 0.37% +68% unbounce.com/ppc / 0.32% 0.27% -16% * Five-month trailing average NTS ** Three-Month average NTS

99 Increase your Google Ads Quality Score with

100 how many products do we have?

101 three, right? LANDING PAGES POPUPS STICKY BARS

102 nope

103 MOM SAYS You have more products (or services) than you think.

104 Product =

105 Product = Core Technology

106 Product = + Core Technology Features

107 Product = + + Core Technology Features Benefits

108 Product = Core Technology Features Benefits Use Cases

109 Product = Core Technology Features Benefits Use Cases

110 Use Cases = + + Core Technology Features Customizations

111 Example Use Case = Core Technology Features Customizations

112 Example Use Case = Popups Core Technology Features Customizations

113 Example Use Case = + Popups Sticky Bars Core Technology Features Customizations

114 Example Use Case = + + Popups Sticky Bars Arrival Trigger Core Technology Features Customizations

115 Example Use Case = Popups Sticky Bars Arrival Trigger Cookie Targeting Core Technology Features Customizations

116 Example Use Case = Popups Sticky Bars Arrival Trigger Cookie Targeting Javascript - Set Cookie Core Technology Features Customizations

117 Example Use Case = = Popups Sticky Bars Arrival Trigger Cookie Targeting Javascript - Set Cookie Maybe Later Core Technology Features Customizations

118 click for Maybe Later demo

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124 MOM SAYS We re not measuring where, when, or how often our products are being seen.

125 example #2 P.I.V.

126 Product awareness goal: Track every time someone sees the product, and which aspects of the product they saw

127 Product 1 Product 2 Product 3

128 Product Specs Document Product 1 Product 2 Product 3 Feature Feature Feature Feature Feature Feature Feature Feature Feature Benefit Benefit Benefit Benefit Benefit Benefit Use case Use case Use case Use case Use case Use case Product 1 Product 2 Product 3

129 Product Specs Document Product 1 Product 2 Product 3 Feature Feature Feature Feature Feature Feature Feature Feature Feature Google Tag Manager Benefit Benefit Benefit Benefit Benefit Benefit Use case Use case Use case Use case Use case Use case question question question A B C question A B C support docs community forum landing pages website blog youtube videos sales videos webinar recordings training courses Product 1 Product 2 Product 3

130 label content to add semantic meaning to the data

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133 <img src= maybe-later-instructions-1-popup-in-unbounce-2x.jpg >

134 <img src= maybe-later-instructions-1-popup-in-unbounce-2x.jpg" id="piv-pop-uc-ui-builder-1" data-piv= TRUE" data-pivproductname= Popups" data-pivproductviewtype="use Case data-pivproductviewformat= Screenshot" data-pivproductviewdescription="maybe Later - Template - Builder UI >

135 <img src= maybe-later-instructions-1-popup-in-unbounce-2x.jpg" id="piv-pop-uc-ui-builder-1" data-piv= TRUE" data-pivproductname= Popups" data-pivproductviewtype="use Case data-pivproductviewformat= Screenshot" data-pivproductviewdescription="maybe Later - Template - Builder UI >

136 <img src= maybe-later-instructions-1-popup-in-unbounce-2x.jpg" id="piv-pop-uc-ui-builder-1" data-piv= TRUE" data-pivproductname= Popups" data-pivproductviewtype="use Case data-pivproductviewformat= Screenshot" data-pivproductviewdescription="maybe Later - Template - Builder UI >

137 <img src= maybe-later-instructions-1-popup-in-unbounce-2x.jpg" id="piv-pop-uc-ui-builder-1" data-piv= TRUE" data-pivproductname= Popups" data-pivproductviewtype="use Case data-pivproductviewformat= Screenshot" data-pivproductviewdescription="maybe Later - Template - Builder UI >

138 <img src= maybe-later-instructions-1-popup-in-unbounce-2x.jpg" id="piv-pop-uc-ui-builder-1" data-piv= TRUE" data-pivproductname= Popups" data-pivproductviewtype="use Case data-pivproductviewformat= Screenshot" data-pivproductviewdescription="maybe Later - Template - Builder UI >

139 you promised NO coding! Textart4u.blogspot.com

140 so I built a thing that you can download

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148 Google Tag Manager Setup

149 gtm setup for product specs

150 Paste json code from product specs sheet

151 product attributes dynamically added to html

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153 Product View Events in Google Analytics

154 question Who uses video in their work?

155 P.I.V. at 3:04

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159 download the GTM container and instructions bit.ly/mom-cta

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162 speaking of the circus

163 MOM SAYS Content without interactivity is no longer enough to stand out.

164 example #3 CYOA

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166 ongoing R&D project to study the effects of interactive engagement on conversion

167 1 2 3

168 1 Context Profile

169 Context Profile questions 1

170 Context Profile questions Rewards 1

171 Context Profile questions Rewards Accelerants 1

172 Example The Landing Page Course

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174 Context Profile Document 1

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176 1 2 3

177 Interactive Content Different types of context-building question require different types of interactive content. 2

178 question one Show me the thing Another question question three A B C D question four 2

179 question one Show me the thing Another question question three A B C D question four On-Demand FAQ On-Demand Playlist On-Demand Expose 2

180 question one Show me the thing Another question question three A B C D question four Nav Anchor Nav Global 2

181 question one Show me the thing Another question question three A B C D question four Response-Reward Poll 2

182 Choose an interaction model appropriate for your context needs question one Show me the thing Another question question three A B C D question four Response-Reward Poll 2

183 A B C D Unlock Reward 2

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185 <span id= cyoapollindustry" data-mom= TRUE data-momcontentobject= MOM-CYOA-POLL data-momcontextname= What industry are you in? data-momcontextvalue= Travel >TRAVEL</span>

186 Enriched Context - Industry Cookie

187 Video Contains In-App Product Demo With a Generic Landing Page Template

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190 10 context-cookie-targeted segments

191 Real Estate Travel Higher Education Business Services Health Home Improvement

192 Now this video has a PIV personalized for the visitor

193 1 2 3

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197 MOM ASKS How did the interaction events influence conversion?

198 GOAL

199 didn t convert did convert Diff Average # 3

200 didn t convert did convert Diff Average #

201 didn t convert did convert Diff Average # % 3

202 didn t convert did convert Diff Average # % Event Type % of total events CYOA-Nav 3

203 didn t convert did convert Diff Average # % Event Type % of total events CYOA-Nav 9.2% 3

204 didn t convert did convert Diff Average # % Event Type % of total events CYOA-Nav 9.2% % 3

205 didn t convert did convert Diff Average # % Event Type % of total events CYOA-Nav 9.2% % CYOA-FAQ 4.35% 6.36% +46% 3

206 didn t convert did convert Diff Average # % Event Type % of total events CYOA-Nav 9.2% % CYOA-FAQ 4.35% 6.36% +46% CYOA-Poll 3.60% 4.76% +32% 3

207 didn t convert did convert Diff Average # % Event Type % of total events CYOA-Nav 9.2% % CYOA-FAQ 4.35% 6.36% +46% CYOA-Poll 3.60% 4.76% +32% CYOA-Playlist 1.92% 3.46% +80% 3

208 Visitors who converted Demonstrated notably higher levels of interactive behaviour

209 Conversion Rates Based on Interaction Behaviour

210 Conversion Rates Based on Interaction Behaviour CYOA & PIV Unique Users Conversions % Conversion Rate

211 Conversion Rates Based on Interaction Behaviour CYOA & PIV Unique Users Conversions 20, % Conversion Rate 1.56%

212 Conversion Rates Based on Interaction Behaviour CYOA & PIV CYOA & PIV Unique Users Conversions 20, % Conversion Rate 1.56%

213 Conversion Rates Based on Interaction Behaviour CYOA & PIV CYOA & PIV Unique Users Conversions 20, , % Conversion Rate 1.56% 12.35%

214 Conversion Rates Based on Interaction Behaviour CYOA & PIV CYOA & PIV CYOA & PIV Unique Users Conversions 20, , % Conversion Rate 1.56% 12.35%

215 Conversion Rates Based on Interaction Behaviour CYOA & PIV CYOA & PIV CYOA & PIV Unique Users 20,228 2, Conversions % Conversion Rate 1.56% 12.35% 15.8%

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218 I need some data from kissmetrics

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221 question What s the most clicked link on your homepage?

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223 example #4 The Login Hijack

224 Product awareness goal: Let existing customers know about a new feature

225 1 2 3

226 35% of homepage traffic is there to log in to the app

227 This is very common behaviour

228 A lot of people don t know

229 1 2 3

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231 It s not a f**king popup

232 every interaction is an opportunity for conversion

233 every interaction is an opportunity for conversion but not at all cost

234 MOM SAYS Great marketing doesn t feel like marketing.

235 CTA 2018 Thank You slides bit.ly/mom-cta