Content is King, Queen and Ace: SMX London - Chris Bennett 97th floor

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  • 1. ContentisKingQueen&Ace@chrisbennettSMX LondonbyChris Bennett97thfloor.comWednesday, May 15, 13
  • 2. 25 Employees9 yrs in BusinessLocated NearSalt Lake City, UTWork withMediumtoEnterprise Clients@97thfloorFun Fact! the tallestbuilding in UT is32 floor’sWednesday, May 15, 13
  • 3. When it comes to content strategy there is no Silver Bullet. Don’t say, “lets try an [inserttype of content] and see how it goes.”Wednesday, May 15, 13
  • 4. You need a full scale assault! You need to hit it from every angle.Wednesday, May 15, 13
  • 5. Your site can’t survive off a one hit wonder. Most of us can’t ride the tails of one hit.Don’t Be a One Hit Wonder!Fun Fact “ice ice baby”was the first Hip HopSong to Reach #1 on theBillboard ChartsWednesday, May 15, 13
  • 6. Hey all press is good press right?Don’t Be a One Hit Wonder! UK AdditionWednesday, May 15, 13
  • 7. Hey all press is good press right?Don’t Be a One Hit Wonder! UK AdditionWednesday, May 15, 13
  • 8. Rules to Live ByWednesday, May 15, 13
  • 9. Don’t have one dimensional KPI’s. Successful content strategies are at your coreand are more than just obtaining links or shares.Don’t Be One DimensionalWednesday, May 15, 13
  • 10. Do not disguise your marketing as research“I hate infographics and you should too” http://cyncerely.com/2012/09/10/i-hate-infographics-and-you-should-too/Wednesday, May 15, 13
  • 11. Wednesday, May 15, 13
  • 12. Content is no different.Wednesday, May 15, 13
  • 13. Content is no different. Side note: Reading “How to win friends and influence people”should be done at least every couple of years.Wednesday, May 15, 13
  • 14. Be mad about creating content.Creating ContentWednesday, May 15, 13
  • 15. I know content is good when I am upset I didn’t create it first.http://www.lunametrics.com/blog/2012/11/12/final-social-media-sizing-cheat-sheet/Crazy UsefulWednesday, May 15, 13
  • 16. Yay! We created it first.http://www.formstack.com/the-anatomy-of-a-perfect-landing-pageCrazy UsefulWednesday, May 15, 13
  • 17. This thing, http://hikingboots.com/appalachian-trail broke StumbleUpon BTW -http://socialsiteexplorer.com/search/13338Pretty UsefulWednesday, May 15, 13
  • 18. Repurposing ContentWednesday, May 15, 13
  • 19. When you create content think about all the different mediums you can repurpose.Repurposing ContentWednesday, May 15, 13
  • 20. When Repurposing content don’t be a Spice Girl!Wednesday, May 15, 13
  • 21. Next Slide...When Repurposing content don’t be a Spice Girl!Wednesday, May 15, 13
  • 22. Wednesday, May 15, 13
  • 23. Wednesday, May 15, 13
  • 24. #YIKES!Wednesday, May 15, 13
  • 25. Re-Purpose your content.This graphic did just alright so we sliced it up...Repurposing ContentWednesday, May 15, 13
  • 26. Took 30 mins to slice up for slideshare. Made Top 3 of the day and Top of the Weekhttp://www.slideshare.net/SoleraNetworks/are-you-a-hackers-targetRepurposing ContentWednesday, May 15, 13
  • 27. Took 30 mins to slice up for slideshare. Made Top 3 of the day and Top of the Weekhttp://www.slideshare.net/SoleraNetworks/are-you-a-hackers-targetRepurposing ContentWednesday, May 15, 13
  • 28. Took 30 mins to slice up for slideshare. Made Top 3 of the day and Top of the Weekhttp://www.slideshare.net/SoleraNetworks/are-you-a-hackers-targetRepurposing ContentWednesday, May 15, 13
  • 29. O.C. Tanner helps companies w/over 2,000 employees consistently appreciate andrecognize their workforce. www.octanner.comBlog Content Case StudyWednesday, May 15, 13
  • 30. Not a stretch that they recognize cool companies around the world.Nearly every company on the list shared socially. Total social reach in the Millions.Wednesday, May 15, 13
  • 31. http://www.octanner.com/blog/2013/01/top-10-coolest-companies-to-work-for-in-boston/Wednesday, May 15, 13
  • 32. You don’t always have to come up with new ideasBeat a Dead HorseWednesday, May 15, 13
  • 33. If it works keep doing it again...Wednesday, May 15, 13
  • 34. http://www.octanner.com/blog/2013/03/the-11-coolest-companies-to-work-for-in-seattle/Wednesday, May 15, 13
  • 35. ...and again.Wednesday, May 15, 13
  • 36. http://www.octanner.com/blog/2013/04/top-10-coolest-companies-to-work-for-in-philadelphia/Wednesday, May 15, 13
  • 37. Companies have started tweeting in hopes to be on the list one day.Wednesday, May 15, 13
  • 38. Make Your Content InteractiveInteractive Content is the FutureWednesday, May 15, 13
  • 39. Case Study in Interactive Contenthttp://www.desk.com/customer-service/how-to-improve-customer-serviceWednesday, May 15, 13
  • 40. Desk.com, awesome product that is widely used. Wanted a cool interactive way toexplain benefits and really sell the product high in the Funnel.Wednesday, May 15, 13
  • 41. We created an interactive explainer and the #’s are compelling.Wednesday, May 15, 13
  • 42. In Analytics the Graphic was Broken into 4 parts. 40% of all traffic (even social) completethe entire interactive. Remember this information is 100% about Universal Inbox. It is100% “on brand.”Wednesday, May 15, 13
  • 43. Avg. Time on Page is 3.2 minutes (that is from all traffic even social).Wednesday, May 15, 13
  • 44. Interactive can tell a long and complicated story in a more compelling easy to digestway.Wednesday, May 15, 13
  • 45. Ranks in Google for phrases like, “How to Improve Customer Service.” The reaction fromsearch traffic is phenomenal.Wednesday, May 15, 13
  • 46. Even though it is very much on brand it is still getting a lot of social shares due to cooland unique factor.Wednesday, May 15, 13
  • 47. You can put and track actual CTA’s on the graphic page. We track hovers over and clickson CTA’s.Wednesday, May 15, 13
  • 48. One of the most successful pieces of content Mozy has every done. Millions ofpage views, received thousands of links andstill gets thousands of uniques amonth. http://mozy.com/blog/misc/how-much-is-a-petabyte/Wednesday, May 15, 13
  • 49. If it worked as a static graphic redo/update it later as an interactive. This oneis in progress coming soon at www.mozy.com/blogWednesday, May 15, 13
  • 50. One of the Coolest Interactive projects to date. Was created 100% for internal companyuse.Wednesday, May 15, 13
  • 51. Project: Take a huge document about how the company is going to adapt to the 25% dropin head grade at the Kennicott Mines and turn it into interactive content to be displayedon the company Intranet.Wednesday, May 15, 13
  • 52. Even Google is getting into interactive content,http://www.google.com/green/storyofsend/desktop/Wednesday, May 15, 13
  • 53. Kisstixx built a retargeting list from this graphic of over 30k prospects in oneweekend. http://kisstixx.com/the-science-of-kissing/Use Creative Content to Build Retargeting listsWednesday, May 15, 13
  • 54. Adapt Your Content to it’s AudienceWednesday, May 15, 13
  • 55. Adapt Your Content to it’s AudiencePinterest doesn’t respond to Data Viz. DIY, step by step and how are what works.http://www.dropdowndeals.com/blog/diy-starbucks-holiday-drinks/Wednesday, May 15, 13
  • 56. or is it...Remember One Piece of Content is Not a Silver BulletWednesday, May 15, 13
  • 57. http://www.creditloan.com/infographics/obamas-economic-stimulus-plan-mapped-out/Wednesday, May 15, 13
  • 58. I should probably stop tweeting about my Dislike for Small Business TaxesBut it can get the Leader of the Free World to FollowYouWednesday, May 15, 13
  • 59. I’m Coming...Wednesday, May 15, 13
  • 60. ContentisKingQueen&Ace@chrisbennettSMX LondonbyChris Bennett97thfloor.comWednesday, May 15, 13