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Why Your Content Is Failing You, and How to Fix it
Mathew Sweezey's document discusses the characteristics and strategies of high-performing marketing teams, emphasizing the importance of executive buy-in and agile methodologies for better marketing outcomes. It highlights tactics like using humor in campaigns, dynamic content delivery, and modern email design, while stressing the shift towards a customer-centered approach in marketing efforts. The document also reveals that high performers utilize advanced technology and tools, leading to significantly better performance compared to moderate or underperforming teams.
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Why Your Content Is Failing You, and How to Fix it
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- 2. @msweezey ABOUT ME Mathew Sweezey Principalof Marketing Insights Salesforce Author of • Marketing Automation for Dummies (2013) • Context Revolution (2017)
- 3. WHITE PAPER STRATEGY EXECUTION DISTRIBUTION FOLLOW UP SOCIAL EMAIL DELIVERY TECHNOLOGY TACTICS CONTENTCONTENT MARKETING WEBINAR SOCIAL POST BLOG POST ONE PAGER PITCH DECK
- 4. High and lowperformers use the same tactics, but high performers see 2x-3x the value. “ @msweezey
- 5. High performers New researchto show what a high performer is New research on
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- 7. WHAT IS AHIGH PERFOMER @msweezey THOSE BUSINESSES WHO COMPARE THEIR OVERALL BUSINESS PERFOMRMANCE MUCH STRONGER THAN THEIR DIRECT COMPETITION.
- 8. HIGH PERFOMERERS HAVEBETTER OUTCOMES @msweezey Underperformers 19% High performers 19% Moderate performers 62% are “slightly or not at all satisfied” with the current outcomes realized as a direct result of their company’s marketing investment are “extremely satisfied” with the current outcomes realized as a direct result of their company’s marketing investment are “very or moderately satisfied” with the current outcomes realized as a direct result of their company’s marketing investment
- 9. EXECUTIVE BUY IN HIGHPERFORMERS HAVE A DIFFERENT KIND OF BUY IN FROM THEIR EXECUTIVES NUMBRER ONE TRAIT
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- 11. They must buyinto a new idea of marketing. Not just that they need more marketing.“ @msweezey
- 12. human centered GET PAST THEIDEA THAT YOUR DEMOGRAPHIC WILL ONLY ACCEPT STIFF, AND BORING.
- 13. TAULIA SAID F^CK IT! THEYSELL TO THE CFO’S OF FORTUNE 50 COMPANIES. @msweezey
- 14. Compare campaignsConversions: Taulia displayeda form at the end of each video, both ones with humor and ones with out. They are able to show the conversions the increase reach is able to drive. In their case 67% of all video’s using comedy drove a form completion at the end of the video. T I P S F O R E X E C S U P P O R T
- 15. Track influence45% of allcustomers have watched 1 video, a n d t h e y h av e i n f l u e n c e d o v e r $100 million dollars in pipeline. T I P S F O R E X E C S U P P O R T
- 16. Results: It has drivena 28% increase in website visits and 25% more completed “Contact Us” forms. @msweezey
- 17. Sidebenefit: Taulia's marketing is4 years old with 12 team members. They have had zero voluntary turn over during that time. @msweezey
- 18. ADVICE FROM TAULIAON USING HUMOR DON’T NAME YOUR FIRST CAMAIGN “F’CK IT” @msweezey
- 19. budgetsThis has aton to do with what you can do Dollar, dollar bills, y’all
- 20. Where are highperforming budgets going @msweezey With out executive buy in there is no way you will have a best in class budget. 70% 39% 59% 39% 39% Digital Marketing Spend Traditional Marketing Spend Marketing tools and technology Marketing consulting Marketing headcount Increase in Spending
- 21. Maintain branding 15% headcount 80% programs 5% tech + other 2-6% GR Average budget Fast growth 25% Headcount 65% programs 10% tech + other 7-12% GR 30% headcount 60% programs 10% tech + other 13-30% PR*Gross revenue *Gross revenue *Projected revenue
- 22. How to gofrom established to market leader exacttarget Cmo, TIM KOPP
- 23. Step1: Double the budgetto pay for new mega marketing hits, sff & connections. @msweezey
- 26. Results: • 100k+ downloads. • Contentmarketingprogramof theyear2012/2013-cmi @msweezey
- 28. CNX16’Results: 5k+ marketers joinedus 75k+watcheditliveonline $200M+pipelineinfluenced @msweezey
- 29. technologyWhat are thehigh performers using All the cool toys
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- 31. @msweezey 56% 57% 61% 48% 49% 51% 28% 21% 18% 18% 21% 17% 12% 5% 4% 5% 11% 4% Marketing analytics Web personalization Emergingtechnology (e.g., wearables, IoT) Social listening tools Marketing automation Guided selling Percentage who currently use extensively High Performers Moderate Performers Underperformers
- 32. High performers are19x more likely to be able to create a single customer view. “ @msweezey
- 33. abm: 52% of highperformers use abm, where only 6% of underperformers use it. @msweezey
- 34. Webpersonalization: 57% of highperformers use web personalization, where only 5% of underperformers use it. @msweezey
- 35. They use ABMto change the headline and the image to match to different target industries. They use Marketing Automation to nurture each persons interest They use high end analytics to track the website overall performance.
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- 37. agile productionAgile ismore than just a buzz word The modern building process
- 38. Of marketers say ittakes 2-5 weeks to create a piece of content. 42% Of marketers say it takes more than 7 weeks to create a piece of content. 1/3 1 hGp://www.techvalidate.com/blog/2013-content-markeXng- research-Xme-spent-creaXng-content-2892
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- 40. Agile is themodern production method.“ @msweezey (speaking note: drop the mic here)
- 41. Agilestructure &Agileprocess*These can operateindependent of each other
- 42. Capital oneThey went from0 to the 10th largest bank in the us In just 25 years. They did this By being a tech first company. W h at ’ s i n y o u r w a l l e t ?
- 43. Itbeganwith anidea….....If agile worksin every other department where we have waterfall like processes could it be used in marketing as well to improve production? BUSINESS GOAL : BE MORE ADAPTAIVE AS A CULTURE
- 44. We burned theboats, there is no going back.“ @msweezey Executive management at capital one on move to agile in marketing department
- 45. HowtheydiditThey created 12pods in a team of 140 marketers. They only converted workflows and teams which easily fit into an agile framework. This was about 1/3 of the total 140. They had 2 people in charge of the test who were from the IT side who were familiar with agile and basic marketing ideas. They were there to help set up the structure and ensure success of the program.
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- 48. @msweezey AGILEPROCESS 1. BUSINESS GOAL– AE 2. OUTLINE THE PLAN - PM/PO 3. PUT ON BACKLOG – PM/PO 4. BREAK UP TASKS / SET COMMITS- POD 5. FINISH Sprint DO ‘RETROSPECTIVE’ – POD 6. Constantly MEASURE – BA 7. RE SET BACKLOG BASED ON DATA – BA/PO WANT TO READ MORE ON AGILE PROCESS: hGp://www.slideshare.net/MathewSweezey/the-x-factor-the- secret-to-beGer-content-markeXng
- 49. IT FUNDAMENTALY CHANGEDTHE WAY WE GO TO MARKET.“ @msweezey HIGHEST OUTPUT PER UNIT OF WORK / CHANGED HOW THEY THINK & ACT / BETTER OUTCOMES
- 50. TacticsAgile is morethan just a buzz word The modern building process
- 51. social media marketing This is howto use social to smash it and drive serious lead gen.
- 52. Organic reach onsocial media is 2-4%. This is because they are now a pay to play model. $$ @msweezey
- 53. Volvo Construction dealers sell$100 million dollars worth of new and used equipment each yearwith Facebook.
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- 55. WHEN A SOCIALAD AND EMAIL ARE BOTH SENT TO A PERSON THE TOTAL NET EFFECT IS A 22% INCREASE IN ENGAGEMENT OVER EITHER BY THEMSELVES 22 @msweezey P E R C E N T
- 56. Dynamic Content Delivery THIS IS ONEOF THE BEST WAYS TO INCREASE ENGAGEMENT WITH OUT CREATING MORE CONTENT.
- 57. We looked at1 million visitor sessions across hundreds of sites, the Average page views per session 1.7 @msweezey
- 58. Zero click site DEMANDBASESAW LEAD FLOW INCRASE BY 400% WHEN THEY DYNAMICALLY CHANED THE CONTENT BASED ON IP ADDRESSES OF VISITORS. @msweezey
- 59. NURTURING IS’NTEMAIL MARKETING THIS IS ONEOF THE BEST WAYS TO INCREASE ENGAGEMENT WITH OUT CREATING MORE CONTENT.
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- 61. LEAD GEN NURTURING’SREAL GOAL MOVE TO NEXT STAGE Y O U C A N ’ T M A K E S O M E O N E B E S A L E S R E A D Y @msweezey
- 62. Example The first callto action is relevant to them at the moment. Secondary call to action is for the next stage in the buying cycle. John, I thought you’d like these 10 tips on nurturing. It was written by Trulia, one of our clients. Also if you’re looking for some research reports on marketing automation here’s the Gartner Magic Quadrant. Best, Mathew @msweezey
- 63. modern email Design STOPHTML It doesn’t belong in nurturing emails, and let me prove to you why @msweezey
- 64. Our job isn’tto be pretty. It’s to be effective.“ @msweezey
- 65. RICHTEXT isauthentic I cannot hand code HTML and never have. So if I sign an email which is fully formatted HTML it’s obviously an automated email. RICH TEXT is how humans write emails to each other. Short, to the point, and with out formatting. John, I didn’t know if you follow @jaybaer. He’s talking a lot about content these days. Check him out! best, Mat @msweezey
- 66. 15th largest bank Inthe UNITED STATES DID A SIDE BY SIDE with HTML v RICH -> INCREASED ENGAGEMENT BY4x @msweezey
- 67. Outside Thecontent box THIS IS ONEOF THE BEST WAYS TO INCREASE ENGAGEMENT WITH OUT CREATING MORE CONTENT.
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- 71. conclusions• Get yourexecutive team to buy into the new idea of marketing, or find a new job. • Creating a better team with agile work flows, and creative freedom will keep your best people. • Agile is the only way to keep up with the content demands of the modern marketing world. • You don’t have a content problem, you have a distribution problem. • Tactics are more than just channels. • Be human at all costs. Your customers demand it.
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