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