Compendium hosted a webinar this Halloween with Jay Baer and Chris Moody to shine a light on the 9 most horrific content marketing misunderstandings. View the recorded webinar to hear them dispel the myths at http://www.youtube.com/watch?v=PCk99xWMVvQ.

1. The 9 most horrifying
content marketing
misunderstandings

2. Share your scariest content story, costumes, etc.
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JAY BAER
CHRIS MOODY
@JAYBAER
@CNMOODY
PRESIDENT
PRESIDENT
CONVINCE & CONVERT
CONVINCE & CONVERT
VP MARKETING
VP MARKETING
COMPENDIUM
COMPENDIUM

3. CONTENT MARKETING is no longer optional.
FACT: We all create and consume content.
Fact: no company can go without content.
However, there are many misunderstandings...
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4. 1
If my content is good enough, it will market itself.
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5. THE GROWTH OF
DIGITAL CONTENT
2008 – 1 trillion indexed pages
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6. THE GROWTH OF
DIGITAL CONTENT
2013 – 30 trillion indexed pages
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7. You must Deliver relevant content to the right
person at the right time on the most appropriate
channel.
“Stop Trying To Be Amazing”
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8. 2
My content should only live on my website.
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9. ONLINE SERVICES MOST LIKELY TO INFLUENCE A PURCHASE
RETAIL SITES
BRAND SITES
34%
BLOGS
31.1%
FACEBOOK
30.8%
Groups|forum
28%
YOUTUBE
27%
LINKEDIN
27%
GOOGLE+
20%
Web magazine
20%
PINTEREST
12%
TWITTER
8%
NEWS SITES
7%
INSTAGRAM
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56%
3%
Source: Technorati
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10. Create a hub and spoke model for content.
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11. 3
My content should be all about my products.
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12. Use content to market sideways.
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13. 4
I only need whitepapers and webinars.
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14. 3
TYPES
OF CONTENT
High Effort
Traditional Blog & Paid Content
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Medium Effort
Low Effort
Q&A content
User Content (Ugc)
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15. High Effort
Medium Effort
Low Effort
Visits
Visits
Visits
3.8%
11.4%
9.1%
leads
leads
leads
3.65%
5.62%
13.5%
customers
customers
customers
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16. 5
Too much content will give away my secrets.
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17. Be the first to share what customers search for.
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18. Be a trusted source of information, no matter what.
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19. 6
We don’t have enough people who write.
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20. Does everyone in your company use email?
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21. Quickly polish emails to create new content.
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22. The rules are different in b2b.
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23. The rules are different in b2b.
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24. The rules are different in b2b.
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25. B2b differs only in:
• Tactics (some)
• Sales Funnel
• Measurement (some)
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26. 8
The home run approach will work for us.
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27. Go for singles: relevant content to a smaller group.
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28. Remember email?
208% HIGHER CONVERSION RATE FOR Targeted
EMAILS OVER BATCH-AND-BLAST
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29. 9
Content curation will solve my content problem.
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30. Content curation will solve my content problem.
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31. Q&A
Share your scariest content story, costumes, etc.
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JAY BAER
CHRIS MOODY
@JAYBAER
@CNMOODY
PRESIDENT
PRESIDENT
CONVINCE & CONVERT
CONVINCE & CONVERT
VP MARKETING
VP MARKETING
COMPENDIUM
COMPENDIUM

32. Brought to you by:
Images
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