No One Cares About Your Content...Yet

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Information about No One Cares About Your Content...Yet
Marketing

Published on January 10, 2014

Author: pardot

Source: slideshare.net

No  One  Cares   About  Your  Content  (Yet)   Mathew Sweezey Marketing Evangelist
 Pardot, a salesforce.com company
 Cliff Seal User Experience Designer
 Pardot, a salesforce.com company

Safe Harbour Safe harbour statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements. #PardotWebinar

About Your Content (Yet) 2014 No One Cares #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) Cliff Seal @cliffseal Mathew Sweezey @msweezey #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) NASA MORE POWER IN A GOOGLE SEARCH,   THAN ALL OF NASA HAD TO PUT A MAN ON THE MOON #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) Consumer Executive Board 2/3 #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) CONTENT CONTENT CONTENT - Seth Godin (1999) #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) 294 Billion Emails 2 Million Blog Posts 250 Million Photos PER DAY #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) First Impression 1/20 #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) First Impression Email Subject Lines First Web Page Advertisements White Papers #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) Clear Communication 10 Seconds #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) Personality Works For APPROX. LEADS PER DAY Before After 10-15 100 Word-of-mouth referrals from current users make up about 60% of new leads. #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) PERSONALITY IS THE KEY #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) How do you engage? #PardotWebinar

      Content Engagement NO ONE CARES ABOUT YOUR CONTENT (YET) CASUAL Casual Reading Consumer’s goal is to stay informed on their industry, profession, or topics of interest. Consistent engagement. #PardotWebinar

CASUAL       Content Engagement NO ONE CARES ABOUT YOUR CONTENT (YET) #PardotWebinar

      Content Engagement NO ONE CARES ABOUT YOUR CONTENT (YET) RESEARCH Research Consumer’s goal is to obtain enough information to make an informed decision. Only research in a buying cycle. #PardotWebinar

RESEARCH Stage 1 Stage 2 Stage 3       Content Engagement NO ONE CARES ABOUT YOUR CONTENT (YET) #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) T R A C K PEOPLE DYNAMIC - Seth Godin (1999) #PardotWebinar

77% Of survey respondents, said they want different content at each stage of research.       Content Statistics NO ONE CARES ABOUT YOUR CONTENT (YET) #PardotWebinar

71% Prefer content to be less than 5 pages. Only 1.7% would prefer more than 5 pages.       Content Statistic NO ONE CARES ABOUT YOUR CONTENT (YET) #PardotWebinar

      One to One 
 Future NO ONE CARES ABOUT YOUR CONTENT (YET) #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) Rejection Based on Design 94% #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) Acceptance Based on Content 83% #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) Grok Your Prospects #PardotWebinar

  Grok Your Prospects NO ONE CARES ABOUT YOUR CONTENT (YET) Personas Are People, Too. Has not done anything in 60 days Read 3 pages, and downloaded a white paper @cliffseal #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) You’re good. GET BETTER. #PardotWebinar

Run True Experiments   NO ONE CARES ABOUT YOUR CONTENT (YET) Have a hypothesis, a control, and variables! ! Tripwires (true deadlines)! ! Correlation != Causation! ! Use tools properly! #PardotWebinar

Run True Experiments   NO ONE CARES ABOUT YOUR CONTENT (YET) Being Wrong is Awesome. #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) Telephone: It’s not just a game for the kids #PardotWebinar

Life Cycle 1 2 3 NO ONE CARES ABOUT YOUR CONTENT (YET) #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) Conversions are their key metric. Learn the benefits of “Others Also Like This” -Jeff Bezos (2007) #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) Why does the US gov only prosecute 7% of all internal leaks? #PardotWebinar

K.I.S.S NO ONE CARES ABOUT YOUR CONTENT (YET) Better NOT BEST Should be the words you say every day #PardotWebinar

John, Here is a case study from StageScore showing how they changed their email programs to drive more revenue. I thought you’d enjoy reading it. Or if you’d like, here is a worksheet they used to help them start on their process. Best, Mathew Sweezey 2 3       Best Practices Content NO ONE CARES ABOUT YOUR CONTENT (YET) #PardotWebinar

      How we read Our Email NO ONE CARES ABOUT YOUR CONTENT (YET) #PardotWebinar

12 3 Blog Articles Industry Blogs -Any content about how to do their job better Case Study Video Interviews -Any content about how others benefited Buyer’s Guide Comparisons Sales Sheets -Any content about why you are the best choice       Best Content By Stage NO ONE CARES ABOUT YOUR CONTENT (YET) #PardotWebinar

NO ONE CARES ABOUT YOUR CONTENT (YET) Questions #PardotWebinar

Mathew Sweezey Marketing Evangelist
 Pardot, a salesforce.com company
 @msweezey / msweezey@salesforce.com Cliff Seal User Experience Designer
 Pardot, a salesforce.com company
 @cliffseal / cseal@salesforce.com #PardotWebinar

#PardotWebinar

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