The X Factor: The Secret to Better Content Marketing

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Content marketing is as much about how you create your content, as it is about how you distribute it. In fact simply building your content in a different way can have a massive impact on your content’s total effectiveness. This presentation is to show you the single greatest thing you can do to increase your content marketing is to build your content in a new way. This is the true“X” Factor of content marketing. Feel free to reach out to me on Twitter @msweezey to continue the conversation. Mathew Sweezey, Principal of Marketing Insights Salesforce This presentation is compliments of.

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Current Issues We need to fully understand the issues with content to understand why the “X” factor is so important.

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12   Consumers spend over 12 hours per day in front of a screen1. 1  eMarketer,  2015   2  Analysis  of  1,000,000  websites  (Proprietary  Data)   200+   Different marketing channels to market on today! Each requires content.

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Needs exceed ability - How many departments need content created for them? How many different personas are you making content for? How many different stages in the buying cycle? How many emails do you send every month? How many blog posts do you create each week? How long does it take you to create a piece of content? Do you do in house design work? Do you have enough time to do all of this? NO!

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Value Consumers value content completely differently than businesses. Businesses See CONTENT as a vehicle of commerce. Consumers See CONTENT as a vehicle of self expression, and self discovery.

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experience is what counts There is the download you can track with a metric, but this only can tell you that your call to action was correct. Following the conversion there is the experience the person has with the content, which is either positive, negative, or null. This is the measure of the experience you created. This can not be tracked by downloads.

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71%   Percent of B2B buyers have been disappointed with the content they have downloaded. 1  h=ps://www.clickz.com/clickz/column/2349580/71-­‐percent-­‐of-­‐buyers-­‐ have-­‐been-­‐disappointed-­‐by-­‐content   25%   Percent of them will never engage with your brand again.

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Production Time The processes we use to create content is a hold over from the industrial revolution. The idea of assembly line production works great for something's but not in content marketing!

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Content The idea of content marketing was first mass publicized in Seth Godin’s book Permission Based Marketing in 1999. Agile Marketing   Wasn’t a formalized idea until the Agile Marketing Manifesto created in 2012. A full 13 years after content marketing was bought to the masses. Read the Full Manifesto Here

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Old vs new   The technology to be agile simply didn’t exist when content marketing was created. We now have engrained processes which are not accounting for current possibilities.

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42%   Of marketers say it takes 2-5 weeks to create a piece of content. 1  h=p://www.techvalidate.com/blog/2013-­‐content-­‐markeNng-­‐ research-­‐Nme-­‐spent-­‐creaNng-­‐content-­‐2892   1/3   Of marketers say it takes more than 7 weeks to create a piece of content.

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The “X factor is Agile content creation. We can get better results, faster, and with less work!  

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The Agile Proof I can write up all the stats in the world, but this simple math example will prove to you that the agile way is faster, better, and repeatable. Even a child can understand the power of agile with this simple proof.

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Step 1: Place your pin on the blue dot. Your goal will be to close your eyes and then draw a straight line to the red dot. Stop when you get there.

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Your line probably looks like this.

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Step 2: Now try again, but feel free to stop when ever you want. Leave your pen on the paper, and open your eyes. Recalibrate, close your eyes then continue to draw your line. Take as many stops as you want.

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Your second line probably looks like this. You reached your goal, faster, and with less effort. You can stair at the red dot all you want, but agile is the only consistently way to get there.

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“ “ Creativity is no longer a singular genius, but an iterative process -  David Weinberger, Author and Fellow at Harvard University

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The Facts on Agile 1  2011  CHAOS  report  from  the  Standish  Group     3x Waterfall:   Agile projects succeed three times more often than projects following a waterfall processes of execution. As well as spending much less time and at a significantly lower cost1.

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Increased Accuracy Translation: Each agile iteration will have a higher degree of accuracy than the previous iteration, yet you are likely to still have some failure in your next attempt. However the degree of failure will also decrease with each attempt. High   Low   N1   N2   N3   N4   N5   N6  

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Lower Risk Exposure Translation: Each agile iteration of the content has a dramatically less likeliness for failure. Which means you are less likely to see consumers having bad experiences with your content. High   Low   N1   N2   N3   N4   N5   N6  

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The Agile Process There are an infinitely growing number of marketing channels which require content. This brings about a new level of content we must produce. The only way to create enough content with a high enough success demands a new foundation on how we execute marketing campaigns. We must learn from other business departments who have faced similar issues.

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Review User Stories User Stories MVP Execute What responsibilities do they have? What issues do they face? What do they want to learn? Have they found things before they liked?

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Review User Stories M.V.P. MVP Execute Minimum Viable Product: What is smallest way you can provide value to your core consumer. This is your minimum viable product. Create this, then learn how to improve it.

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Review User Stories Review ASK MVP Execute It is good to have comparable metrics, but asking consumers directly is the best feedback you can have on how to improve your experiences. •  Was the content you engaged with helpful? •  How can it be better? •  What was the best thing you’ve found?

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A Telephone does it best DO NOT use forms, Surveys, or questionnaires to understand the impact of the content on the consumer experience. They make the customer experience worse, and you will lose out on your ability to really dig into conversation. Be human, if not there is no way your content or experiences can be.

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HOW MANY ITTERATIONS The logical question to ask next is, how many times do I have to iterate to get the results I am looking for? The answer is it depends on your initial starting point, and how good you are at iterating. This is where your personal “X” factor will come into play. Your personal “X” factor is how well you are at iterating on your previous versions.

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Agile Math (FV-CV) - ((FV-CV)*X) = i What the math represents: FV = Future Value. This score you wish your content will reach in the future. On a scale from 1-10 if you want your score to be perfect this number would be 10, assuming 10 is the highest value. CV = The current score your content is rated. X = Your x factor, or your ability to iterate on your previous version. i = The number of iterations it will take you to reach the goal

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Iteration Table The PV of the content I’ve done the math for you! 1 2 3 4 5 6 7 8 9 10 10% 8   7   6   5   5   4   3   2   1   0   20% 7   6   6   5   4   3   2   2   1   0   30% 6   6   5   4   4   3   2   1   1   0   40% 5   5   4   4   3   2   2   1   1   0   50% 5   4   4   3   3   2   2   1   1   0   Your “X” factor 60% 4   3   3   2   2   2   1   1   0   0   70% 3   2   2   2   2   1   1   1   0   0   80% 2   2   1   1   1   1   1   0   0   0   90% 1   1   1   1   1   0   0   0   0   0  

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Example:   The PV of the content If your first draft of the content scores a 7, and your “x” factor is 40% then it will take you 2 more iterations to get it to a 9 or better. 1 2 3 4 5 6 7 8 9 10 10% 8   7   6   5   5   4   3   2   1   0   20% 7   6   6   5   4   3   2   2   1   0   30% 6   6   5   4   4   3   2   1   1   0   40% 5   5   4   4   3   2   2   1   1   0   50% 5   4   4   3   3   2   2   1   1   0   Your “X” factor 60% 4   3   3   2   2   2   1   1   0   0   70% 3   2   2   2   2   1   1   1   0   0   80% 2   2   1   1   1   1   1   0   0   0   90% 1   1   1   1   1   0   0   0   0   0  

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x fac tor Toolset You must have the correct toolset to be agile across all channels, and at all times. This toolset will allow for you to serve the correct content to the correct people on the correct channel at the correct time. It also will provide the feedback we need to increase the contents effectiveness, and will do this all instantly so our iteration cycles can happen quickly.

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System of relevance Automation Platform (s) CRM Single Customer View allows for contextual experiences to be automated on any connected channel. Websi te Produ ct API Supports direct integration into your products and website for dynamic in product experiences, and bi directional data flow. Marketing Sales Service Allows for plug and play integrations with other apps who use data, and add to data.

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Bi-Directional Flow You must have a bi-directional flow of data to be agile. This is because each asset you create must be able to be dynamically served up, with feedback being dynamically sent back for analysis. With out the ability to dynamically serve up content, and instantly gain insights from the engagement you can not agile be with your content delivery, or gain the required insights necessary to have an agile content flow.

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You only get 1 shot You will only get one shot at presenting data to someone. You will not be remembered, and they will not recall your site. You have to present the best content you can to help them fulfill their purpose or you are instantly forgotten, only to be found again if you show up again in a search. If you do not have a system of relevance you can not do this either.

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2.5%   1.7 pages   The average number of pagers a person will visit when they land on your site. The average number of people who will read your blog then visit another page on your site. 3.7%   The number of people who will visit a resource/ education page on your website. Proprietary  research  conducted  by  looking  at  over  1  million   webpages,  and  studying  modern  consumer  interacNons  in   2015.  These  sNes  were  also  from  best  in  class  marketers   looking  to  use  highly  progressive  markeNng  techniques.    

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x fact or Advertising Advertising is another place agile content practices can provide massive benefits. Agile Advertising also is a very effective way to test your content in very targeted and effective ways. Agile Advertising also can help you generate new leads very effectively using agile processes for lead targeting.

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The Ad Wars 76% of Facebook’s revenue comes from mobile advertising2, which is why they have invested so much into their ad products. This is the key reason Agile advertising is now possible. You can spawn up a custom audience in seconds, test multiple ads with them, and the system automatically promotes the best preforming one. 1  h=p://www.emarketer.com/ArNcle/Total-­‐Media-­‐Ad-­‐Spending-­‐Growth-­‐ Slows-­‐Worldwide/1012981   2  h=p://fortune.com/2015/07/29/facebook-­‐mobile-­‐ad-­‐revenue/   25%   Of all advertising budgets will be mobile by 2019. 70% of all digital budgets will be spent on mobile1.

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Primarily pay will cash. And who do not have over $5k credit limits.   Agile Audience Who work in the restaurant industry. And who ride a used motorcycle.   Audience Finding the unknown Prospect People who buy men’s jeans   Each of these psychographic examples are currently possible with in Facebook advertising today. Who are looking at buying a Cross Over SUV in the next 365 days.   iPad 4  

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Multiple Copies The days of having only one advertisement to use is long gone. In the days of social and dynamic advertising you can buy multiple variations of the advertisement and split test them all in real time. The systems will automatically then serve up the best preforming content without you lifting a finger. So you can stop arguing on copy and creative and let your consumers pick for you.

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x fac tor Nurturing Email and Lead Nurturing are also heavy investments in time, and can benefit from the Agile processes. Consider the following tips to help you increase the effectiveness of your nurturing campaigns, while decreasing the time you spend on creating time.

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K.I.S.S The best emails your company sends come from the person email outboxes of your employees. Study these emails to see why RICH text emails are out preforming your HTML emails from your email marketer. TIP #1 B e a u t h e n t i c  

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Proof it works

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Pause An email nurturing program will usually end up consisting of many emails, however between each email is a time pause. Rather than creating the entire program at once, build it 3 emails at a time. Then see what works, and build 3 more. T a k e y o u r t i m e   TIP #2

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S h a r e t o c a r e   TIP #3 rd Party 3 Other peoples content is a major resource for your email nurturing emails. Rather than make new content, learn to find great content to share. Remember you are tracking URL’s so anything online is contnet.

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Put it all together It doesn’t take 10 minutes to create this nurturing string. Test then make 3 more John, I noticed an article on Content experience, and thought you might like to give it a look. John, There is a video in our resource library on Lead nurturing best practices, here’s a link to it. It was recorded with Jay Baer. John, I’m not sure if you follow this guy on social. But If you’re on Twitter you might want to check out @jaybaer. We’ve just shot a webinar..

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x fac tor Journeys Journeys use to be “Path’s to Purchase” and were linear buying paths. This is no more due to the speed of the internet and the connectivity of data. A full buying cycle from idea to purchase can take moments, or it can take a very long time. It is up to you to recognize the way the person wants to engage, what they want to engage with, and then dynamically give it to them. Taking everyone down the same path does not work.

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70   seconds A typical digital journey now takes on average of 70 seconds1. With an average of 4.6 sites viewed2 per session. 1  h=ps://www.thinkwithgoogle.com/arNcles/win-­‐every-­‐micromoment-­‐with-­‐be=er-­‐mobile-­‐strategy.html   2  h=p://Nme.com/12933/what-­‐you-­‐think-­‐you-­‐know-­‐about-­‐the-­‐web-­‐is-­‐wrong/  

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Micro Moments Journeys are made of Micro Moments1 are the seconds a person is engaged with a specific idea. The triggers will vary but the want of the person is the same. They want everything instantly. This is why they only visit 1.7 webpages, and 80% of adwords clicks bounce. 1)  Source:  Google  Think  h=ps://www.thinkwithgoogle.com/ collecNons/micromoments.html   Journeys are no longer linear but rather responsive to the moments of the consumer. This means you should have lots of micro journeys rather than long linear paths. The journeys must be dynamic and predictive rather than linear paths. These journeys can only be created in agile formats.

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3 Keys to micro moments Be There 90% of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online. Be Useful 73% of consumers say that regularly getting useful information from an advertiser is the most important attribute when selecting a brand. Be Quick 70% of consumers switch apps, or sites during micro moments because “it is to slow”. Source:  Google  Think  h=ps://www.thinkwithgoogle.com/ collecNons/micromoments.html  

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x fac tor Meetings Another major aspect to the Agile process is how we communicate with each other. This may not seem like a big deal, but companies who implement the “Daily Stand Up” see team collaboration and effectiveness dramatically increase. This is not an optional practice, if you want to be truly fast and agile you must include daily stand ups as a part of your morning routine with your team.

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What did you do yesterday?   Yes you stand up, and it should never take more than 5 minutes for the full team to go.   Do you have any roadblocks?   The mangers job is to get these out of the way.   What are you working on today?   Simple, and short. Just to let other team members know if they are needed.   The Three Questions Each stand up begins with everyone standing in a circle, and answering three questions. There is no discussion allowed, just answering these questions. All discussions spawned by these should take place following the meeting. Total meeting time for a team of 10 is less than 5 minutes. It is your job to keep this on track!

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AGILE Conclusions The X Factor for modern content marketing is in the process you use. We must realize the need amount of marketing we must do is to great, and the odds of failure are to high with out following a process of iteration. The Agile process provides the instant ability for us to create better results, faster, and with less risk. It is the only way to move forward and the answer to all content marketing issues.

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Thank you Mathew  Sweezey   Principal  of  MarkeNng  Insights,  Salesforce       msweezey@salesforce.com   @msweezey    

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