content on a shoestring budget

Transcription

1 This is Chris Moody s Title Slide If you need to create content that drives revenue without a lot of budget, you re in the right room. This is Chris Moody. Hopefully he is in the room too. He works at GE Digital. is his Twitter. content on a shoestring budget chris moody #mpb2b

2 goal create revenue producing content with only $1,000 with gifs, of course

3 Children Free time (mins) Age Range (yrs) Avg Sleep (hrs) times sued times shot at spears chased with escaped kidnappings times deposed times hit by a car field notes owned

4

5 the marketing problem There is far more opportunity than there is ability.!omas E"son

6 problem Most problems fall under strategy execution roi problem Most problems fall under the plan the work the value buzzword free!

7 Only 37% of marketers have a documented content strategy MarketingProfs / CMI

8 82% of enterprise marketers have no centralized view of the customer Forrester 65% of CMOs can t measure ROI for digital marketing Forrester

9 digital media spending will total $118 billion by 2021 Forrester $118 billion times 65% equals $76.7 billion

10 10 second networking say hi to four new people 80% of CEOs were not impressed by the work done by marketers and believed marketers were poor business performers. Fournaise

11 Why do we suck? 1. Marketers could not prove roi of activities

12 Why do we suck? 2. Marketers had lost sight of what their job really was Why do we suck? 3. Marketers were not business performanceobsessed enough

13 But, wait! 70% of CEOs admit they may be responsible for poor marketing performance! Ceos blame themselves for having steadily lost trust in the ability of marketing to be successful

14 Ceos blame themselves for having given up on holding marketers accountable Ceos blame themselves because we aren t performing and they should have fired us already

15 Why? Without change,? $$$? job marketing perception get results, get budget.

16 Stop chasing the next big thing, and do your job better. Today, we change

17 getting started create a $0.00 documented content strategy

18 those who do are 300% more effective MarketingProfs / CMI what is your mission?

19 one word challenge eg. safety innovation what s your main goal?

20 eg. drive 20% more sales qualified leads in FY2017 how will you achieve the goal?

21 drive 20% more sqls - identify top performing assets and replicate - run a cross-channel campaign - sponsor/conduct research - build an influencer program how do you measure success?

22 key metrics - lead to mql to sql to opportunity to revenue - traffic and variations - share of voice & awareness - top converting assets by channel and campaign establish a baseline and measure against it

23 - what worked? - what didn t? - why? - focus on insights be $0.00 like

24 they ask. you answer. answer questions $ on video

25 know $0.00 your customers

26

27 create buyer and user personas $0.00 share strategically

28 I m 341 times more likely to win the Powerball lottery than find your piece of content online. leverage your half-life one channel at a

29 create $0.00 modular content build up tear down

30 what works for you? $0.00 interview colleagues

31 be the dumbest one in the room spend $100 on facebook and linkedin $ $500.00

32 - Start measuring traffic - narrow your target audience <10,000 - copy your customers - target news feeds - set a low daily budget (eg. $3.33) - use a call to action & social proof - measure & gather insights spend $100 on google ads $ $600.00

33 - Start measuring traffic - narrow your target audience - copy your customers - use broad match - set a low daily budget (eg. $3.33) - use a call to action & social proof - measure & gather insights is this conclusive data? reminder!

34 mine $0.00 $ your s

35 $0.00 $ learn

36 the only barrier to information is laziness let $0.00 $ it run

37 $0.00 $ master visit to qualified lead mqls leads (submits) visits (no submit) 0 April May June July

38 ASSET VISITS LEADS MQLS % MQL Year in Review Guide to Content Guide to Mktg Holiday Shopping % % % % repeat $ $ what worked

39 this builds the muscle of data-driven marketing the defining factor is never resources, it is resourcefulness Tony Robbins

40 An unfulfilled vocation drains the color from a man s entire existence. Honoré de Balzac ( ) be yourself.

41 There is no need to sharpen my pencils anymore. My pencils are sharp enough. Even the dull ones will make a mark. Ze Frank 1. Create a documented content strategy 2. They Ask, You Answer (Marcus) 3. Answer questions on video 4. Know your customers Ze Frank

42 never give up unless it is really hard, then you can switch jobs text free to-do list! a $995 value! lol marketing to 66866

43 Ask me anything at the Post-Presentation Huddle! Chris Moody /in/chrismoody Text marketing to 66866