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. @cnmoody is his Twitter.
content on a shoestring
budgetchris moody @cnmoody #mpb2b
@cnmoody
create revenue producing
content with only $1,000
create revenue producing
content with only $1,000
goal
@cnmoody
with gifs, of course
with gifs, of course
@cnmoody@cnmoody
Children Free time (mins) Age Range (yrs) Avg Sleep (hrs)
3 -120 1-6 6
@cnmoody
3 -120 1-6
@cnmoody
times sued times shot at spears chased with escaped kidnappings
1 1 1 1
@cnmoody times deposed times hit by a car field notes owned1 1 100+
@cnmoody@cnmooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooodddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddddyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyy@cnmoody
@cnmoody@cnmoody@cnmoody
@cnmoody
the marketing problem
the marketing problem
@cnmoody
There is far more
opportunity than there is
ability.
There is far more
opportunity than there is
ability.!omas E"son
@cnmoody
problem
strategy roi
Most problems fall under
execution
@cnmoody
problem
the plan the value
Most problems fall under
the work
buzzword free!
@cnmoody@@@@cccccccccccccnnnnnnnnnnnnnnmmmmmmmmoooooooooooooooooooooooddddddyyyyyyy
Only 37% of marketers have a
documented content strategy
@cnmoody MarketingProfs / CMIMarketingProfs / CMI
Only 37% of marketers have a
documented content strategy
@cnmoody@@@cccccnnnnnnnmmmmoooooooooddddddyyy@cnmoody
@cnmoody@@@@@ccccccccnnnnnnnnnnnnmmmmmmmmmoooooooooooooodddddyyyy@cnmoody Forrester
82% of enterprise marketers have no centralized
view of the customer
82% of enterprise marketers have no centralized
view of the customer
@cnmoody@@@@@@cccccccnnnnnnnnmmmmmmmmmmmoooooooooooooooooooooooooddddddddddyyyyyyyy
65% of CMOs can’t measure ROI
for digital marketing
@cnmoody Forrester
65% of CMOs can’t measure ROI
for digital marketing
@cnmoody@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@ccccccccccccccccccccccccnnnnnnnnnnnnnmmmmmoooooooooooooooooooooooodddddyyyyyyyyyy
digital media spending will total $118 billion
by 2021@cnmoody Forrester
digital media spending will total $118 billion
by 2021
@cnmoody@@cnmooddyyyyyyyy
$118 billion times 65% equals
$76.7 billion@cnmoody
$118 billion times 65% equals
$76.7 billion
@cnmoody
say hi to four new people
10 second networking
@cnmoody
say hi to four new people
@cnmoody@@@@@@@@@@@@@@@@@@@@@@@@@@ccccccccccccccccnnnnnnnnnnnnnnnnnnnnnnmmmmmmmmmmmmmmmmmmooooooooooooooooooooooooooooooooooooodddddddddddddddyyyyyyyyyyyyyyyyyyyyyy@cnmoody Fournaise
80% of CEOs were not impressed by the work done by marketers and believed marketers were poor business performers.
80% of CEOs were not impressed by the work done by marketers and believed marketers were poor business performers.
@cnmoody@@@@@@@@@@@@@@@@@@cccccccccccccccccnnnnnnnnnnnmmmmmmmmmmmmmmmmmmmmmmmooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooodddddddddddddddddddddddddddddddddddddddyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyy@cnmoody
@cnmoody@@@@@@@@@@@@ccccccnnnnnnnnmmmmmmmmmmmmmooooooooooooooooooooooooooooooddddddddddddddyyyyyyy@cnmoody
Why do we suck?
1. Marketers could not prove roi of activities
1. Marketers could not prove roi of activities
@cnmoody@@@@@@@@@@@@@@@ccccccccccccccnnnnnnnnnnnnnnnnnnmmmmmmmmmmmmmmmooooooooooooooooooooooooooooooooooddddddddddddddddyyyyyyyyyyyyyy@cnmoody
Why do we suck?
2. Marketers had lost sight of what their job really was
2. Marketers had lost sight of what their job really was
@cnmoody@@@ccccnmmooooooooddddddddddddddddddddddddddddddddyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyy@cnmoody
Why do we suck?
3. Marketers were not business performance-obsessed enough
3. Marketers were not business performance-obsessed enough
@cnmoody@cnmoody
But, wait! 70% of CEOs admit they may be responsible for poor marketing performance!
But, wait! 70% of CEOs admit they may be responsible for poor marketing performance!
@cnmoody@@@@@@@@@@@@@@@@@@@@@@cccccccccccccccccccccccnnnnnnmmmmmmmooooooooooooddyy@cnmoody
Ceos blame themselves for
having steadily lost trust in the ability of marketing to be successful
having steadily lost trust in the ability of marketing to be successful
@cnmoody@@@@ccccccccccccccccccnnnnnnnnnmmmmmmoooooooooddddddyyyyyyyyyy@cnmoody
Ceos blame themselves for
having given up on holding marketers accountable
having given up on holding marketers accountable
@cnmoody
Ceos blame themselves because
we aren’t performing and they should have
fired us already
Ceos blame themselves because
we aren’t performing and they should have
fired us already
@cnmoody@cnmoody
Why?
$$$ job? marketing perception
Without change,
?
@cnmoody
get results, get budget.get results, get budget.
@cnmoody
Stop chasing the next big thing,
and do your job better.
Stop chasing the next big thing,
and do your job better.
Today, we
change
Today, we
change @cnmoody
@cnmoody
getting started getting started
@cnmoody@cnmoody
create a documented
content strategy
create a documented
content strategy
$0.00
@cnmoody@cnmoody
those who do are
300% more effective
MarketingProfs / CMI
those who do are
300% more effective
@cnmoody@cnmoody
what is your mission?
@cnmoody@cnmoody
one word challengeeg. safety innovation
@cnmoody@cnmoody
what’s your main goal?
@cnmoody@cnmoody
drive 20% more sales qualified leads in FY2017
eg.
@cnmoody@cnmoody
how will you achieve the goal?
@cnmoody@cnmoody
- identify top performing assets and replicate
- run a cross-channel campaign - sponsor/conduct research - build an influencer program
drive 20% more sqls
@cnmoody@cnmoody
how do you measure success?
@cnmoody@cnmoody
- lead to mql to sql to opportunity to revenue
- traffic and variations - share of voice & awareness - top converting assets by
channel and campaign
key metrics
@cnmoody@cnmoody
establish a baseline and measure against it
@cnmoody@cnmoody
- what worked? - what didn’t? - why? - focus on insights
be like marcus
@cnmoody@cnmoody
be like marcus
$0.00
@thesaleslion
they ask. you answer.
@cnmoody@cnmoody
they ask. you answer.
answer questions on video
@cnmoody@cnmoody
answer questions on video
$300.00
@cnmoody@cnmoody
know your
customers @cnmoody
know your
customers @cnmoody
$0.00
@cnmoody@cnmoody@@@@@@@@@@cccccccccccccccccccccccccccccccccccccccccccnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnmmmmmmmmmmmmmmmmmmmmmmmmmmmmmoooooooooooooooooooooooooooooooooooooooooooooooooooodddddddddddddddddddddddyyyyyyyyyyyyyyyyyy
@cnmoody@cnmoody@@@@@@@@@@@@@@@@@@cccccccccccccccccccccnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmooooooooooooooooooooooooooooooooooooooooooooooooooooooodddddddddddyyyyyyyy
@cnmoody@cnmoody
create buyer and user personas
@cnmoody@cnmoody
share strategically
share strategically
$0.00
@cnmoody
I’m 341 times more likely to win the
Powerball lottery than find your piece of content online.
I’m 341 times more likely to win the
Powerball lottery than find your piece of content online.
leverage your
half-lifeone channel
at a time
@cnmoody
@drewdavishere
leverage your
half-lifeone channel
at a time
create modular content@cnmoody@cnmoody
create modular content
$0.00
tear down
build up
@cnmoody@cnmoody
build up
tear down
what works for you?
@cnmoody@cnmoody
what works for you?
interview colleagues
@cnmoody@cnmoody
interview colleagues
$0.00
@cnmoody@cnmoody
be the dumbest one in the room
be the dumbest one in the room
spend $100 on facebook and linkedin
@cnmoody@cnmoody
spend $100 on facebook and linkedin
$200.00$500.00
@cnmoody@cnmoody
- 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@cnmoody@cnmoody
$100.00
spend $100 on
google ads
$600.00
@cnmoody@cnmoody
- 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?
@cnmoody@cnmoody
reminder!
is this conclusive data?
mine your emails
@cnmoody@cnmoody
mine your emails
$0.00$600.00
@cnmoody@cnmoody
@cnmoody@cnmoody
@cnmoody
$0.00
learnlearn
$600.00
the only barrier to information is laziness
@cnmoody@cnmoody
the only barrier to information is laziness
let it
run@cnmoody@cnmoody
let it
run
$0.00$600.00
@cnmoody@cnmoody
master visit to qualified lead
$0.00$600.00
master visit to qualified lead
@cnmoody@cnmoody
0
450
900
1350
1800
April May June July
mqlsleads
(submits)
visits (no submit)
@cnmoody@cnmoody
ASSET VISITS LEADS MQLS % MQL
Year in
Review12325 3599 983 27.31%
Guide to
Content
Mktg
6208 2981 787 26.40%
Guide to
Mktg
Automation
2432 650 417 64.15%
Holiday
Shopping
Tips
9741 893 224 25.08%
repeat what
worked@cnmoody@cnmoody
$400.00$1000.00
repeat what
worked
@cnmoody@cnmoody
this builds the muscle of data-driven marketing
this builds the muscle of data-driven marketing
@cnmoody@cnmoody
the defining factor is never resources, it is resourcefulness
the defining factor is never resources, it is resourcefulness
Tony Robbins
@cnmoody@cnmoody
An unfulfilled vocation drains the color from a man’s entire existence.
Honoré de Balzac (1799-1850)
An unfulfilled vocation drains the color from a man’s entire existence.
@cnmoody@cnmoody
be yourself.be yourself.
@cnmoody
There is no need to sharpen my pencils anymore. My pencils are sharp enough.
Even the dull ones will make a mark.
Ze Frank
@cnmoody
1. Create a documented content strategy 2. They Ask, You Answer (Marcus) 3. Answer questions on video 4. Know your customers
Ze Frank
@cnmoody
@cnmoody
never give upnever give up
unless it is really hard, then you can switch jobs
@cnmoody@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@cccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmoooooooooooooooooooooooooooooooooooooddddddddddddddddddddddddddddddddddddddddyyyyyyyyyyyyyyyyyyyyyyyyyyyyy
text marketing to 66866
@cnmoody
text marketing to 66866
free to-do list!
a $995 value!
lol
@cnmoody@cnmoody
Ask me anything at the Post-Presentation Huddle!
Chris Moody @cnmoody
/in/chrismoody Text marketing to 66866
