<span style="font-size:1.2em;"><p><span style="font-size:1.2em;">PDF: </span></p><p><span style="font-size:1.2em;">The last </span></p><p><span style="font-size:1.2em;">black hole </span></p></span><p><span style="font-size:0.8em;">of content marketing</span></p>
<p><span class="color-class-option-1">Nick Mason – 7 November 2023</span></p>
Description
Contents
<p>Who am I?</p>
<p>It's nearly 2024 – </p><p>Why on earth am I talking about <span class="color-class-option-1">PDF</span>?</p>
<p><span style="font-size:0.7em;">1.</span> Content is 25% - 30% of <span class="color-class-option-1">marketing budget</span></p><p> </p><p><span style="font-size:0.7em;">2.</span> 50% of us <span class="color-class-option-1">increase spend</span> each year</p><p> </p><p><span style="font-size:0.7em;">3.</span> 80%+ of B2Bs invest in <span class="color-class-option-1">long form content</span></p>
<p>And 99% of the time, </p><p>long form means <span class="color-class-option-1">PDF</span></p>
<p>Long form covers some of our most </p><p><span class="color-class-option-1">critical content assets</span>, such as...</p><p> </p><p>• Thought leadership</p><p>• Case studies</p><p>• Reports</p><p>• Whitepapers</p><p>• Proposals</p><p>• Product information</p><p> </p><p><span style="font-size:0.6em;">...and more</span></p>
<p>We <span class="color-class-option-1">rely on</span> these assets to...</p><p> </p><p>• Build our brand</p><p>• Generate demand</p><p>• Deliver leads</p><p>• Support ABM / ABX</p><p>• Enable sales teams</p><p> </p><p><span style="font-size:0.6em;">...and more</span></p>
<p>But if it <span class="color-class-option-1">ain't broke</span>...</p>
<p>Only 30% of marketers report </p><p><span class="color-class-option-1">real success</span> from content efforts</p>
<p>The cost of inefficiency</p>
<p>And all this at a time when there is more pressure than ever to account for the results of <span class="color-class-option-1">every marketing dollar</span></p>
<p>I'm here to evangelise about the opportunities for<span class="color-class-option-1"> long form content</span></p><p>in 2024 and beyond</p>
<p><span class="color-class-option-1" style="font-size:0.7em;">Coming up</span><br>1. The medium</p><p>2. Data, data, data</p><p>3. Modern buyers</p>
<p><span style="font-size:1.2em;">Part one: </span></p><p><span style="font-size:1.2em;">The Medium</span></p>
<p>The PDF story starts in <span class="color-class-option-1">1992</span></p>
<p><span class="color-class-option-1">No need</span> to support</p><p> </p><p>• Video</p><p>• Interactivity</p><p>• Dynamic content</p><p>• Device responsiveness</p><p>• Tracking</p><p>• And so on...</p>
<p>Today, these are <span class="color-class-option-1">exactly the tools</span> with </p><p>which we fight the battle for attention</p>
<p>55% of marketers say <span class="color-class-option-1">engaging their audience</span> is a top three challenge</p>
<p>But we wanted to go <span class="color-class-option-1">deeper</span>!</p>
<p>350 participants</p><p>Modern tech</p><p>4 way test</p>
<p><span style="font-size:0.6em;">The interactive version scored</span></p><p><span style="font-size:1.0em;">10x longer </span><span class="color-class-option-1" style="font-size:1.0em;">read times</span></p><span style="font-size:1.0em;"><p><span style="font-size:1.0em;">5x more </span><span class="color-class-option-1" style="font-size:1.0em;">positive brand impression</span></p></span>
<p><span class="color-class-option-1" style="font-size:0.5em;">NERD TIME</span></p><p>Psychology sidebar</p>
<p>But again, <span class="color-class-option-1">so what?</span></p>
<p>Well actually, they sort of <span class="color-class-option-1">do</span></p>
<p>And we pay for them <span class="color-class-option-1">implicitly</span></p>
<p>Ok, well we'll do a <span class="color-class-option-1">webpage</span> then</p>
<p>We studied that <span class="color-class-option-1">as well</span></p>
<p>In summary</p>
<p><span style="font-size:1.2em;">Part two: </span></p><p><span style="font-size:1.2em;">Data, </span></p><p><span style="font-size:1.2em;">data, data</span></p>
<p>Every single piece of digital marketing provides a <span class="color-class-option-1">ton of metrics </span></p>
<p>Again, <span class="color-class-option-1">so what</span>?</p>
<p>If you don't know what's going on, </p><p>you can't <span class="color-class-option-1">act intelligently</span></p>
<p>So <span class="color-class-option-1">what if</span>?</p>
<p>1. What if data could help us </p><p><span class="color-class-option-1">understand what's driving engagement</span>?</p>
<p>Our long form content should be </p><p>capable of <span class="color-class-option-1">deep reporting</span> including</p>
<p>Magic Quadrant for <span class="color-class-option-1">engagement</span></p>
<p>What correlates with <span class="color-class-option-1">good results</span>?</p>
<p>Does it make the boat go faster?</p>
<p>2. What if data could help us </p><p><span class="color-class-option-1">understand intent</span>?</p>
<p>Our long form content should be one of our <span class="color-class-option-1">richest intent data sources</span></p>
<p>Understand and <span class="color-class-option-1">manage intent</span> over time</p>
<p>Convert the <span class="color-class-option-1">right people</span> at the <span class="color-class-option-1">right time</span></p>
<p><span class="color-class-option-1" style="font-size:0.5em;">NERD TIME</span></p><p>Psychology sidebar</p>
<p><span style="font-size:0.5em;">OPPORTUNITIES</span></p><p>Spot the <span class="color-class-option-1">right accounts</span></p><p>Build out the <span class="color-class-option-1">buying group</span></p><p>Understand <span class="color-class-option-1">pipegen</span></p>
<p>3. What if data could tell us </p><p><span class="color-class-option-1">what good looks like</span>?</p>
<p><span style="font-size:1.0em;">There are </span><span class="color-class-option-1" style="font-size:1.0em;">benchmarks</span><span style="font-size:1.0em;"> for</span></p><p> </p><p>• Email opens / clicks rates</p><p>• Landing page conversions</p><p>• Website bounce rates</p><p>• Cost per social lead</p><p>• etc etc</p>
<p>We analyzed <span class="color-class-option-1">35 billion</span> data points</p>
<p>Get your copy</p><p><span class="color-class-option-1">tinyurl.com/mrx9szp4</span></p>
<p>4. What if data (and ML) could suggest </p><p><span class="color-class-option-1">what we should do next</span>?</p>
<p>In summary</p>
<p><span style="font-size:1.2em;">Part three: </span></p><p><span style="font-size:1.2em;">Modern buyers</span></p>
<p>How many times have you checked your phone in the <span class="color-class-option-1">last 30 mins</span>?</p>
<p>We only have time for</p><p>the <span class="color-class-option-1">most relevant messages</span></p>
<p><span class="color-class-option-1" style="font-size:0.5em;">NERD TIME</span></p><p>Psychology sidebar</p>
<p>Ideally, our content would adjust to show the <span class="color-class-option-1">most relevant information</span> based on what we know about the reader</p>
<p>PDF <span class="color-class-option-1">can't do that</span></p>
<p>Again, <span class="color-class-option-1">so what</span>?</p>
<p>In summary</p>
<p><span class="color-class-option-1" style="font-size:0.5em;">TO WRAP UP</span></p><p>We looked at the three black holes of PDF</p>
<p><span class="color-class-option-1" style="font-size:0.5em;">TO WRAP UP</span></p><p>We saw how they cost us</p>
<p>Thank you </p><p>for listening</p>
Thank you for reading PDF: The last blackhole of content marketing
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