Your SlideShare is downloading. ×
Avoiding the Epic (Content) Fail
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Avoiding the Epic (Content) Fail

176
views

Published on

Does your business have the technology skill to execute on what you’re selling?

Does your business have the technology skill to execute on what you’re selling?

Published in: Marketing, Technology

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
176
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
2
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • These are not technical Problem
  • The segmentation/value chain here is a myth. Almost all of these perform multiple functions
    Point out Movable Media
    You probably don’t need so many of these to create two or three powerful posts.

  • The marketing funnel is also probably a myth
    You don’t need a funnel for branding plays
    I have seen it work just once.
  • Transcript

    • 1. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER Avoiding the epic fail: Does your business have the technology skill to execute on what you’re selling?
    • 2. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER QUALITY NO One Cares REACH No one Hears VALUE No one KNOWs THE PROBLEMS OF BRANDED Content Most brands and agencies trying content marketing fail in one (most often all three) of these areas meh. ?
    • 3. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER RECRUIT AUTHORS WITH FOLLOWINGS CREATE AUTHORITATIVE CONTENT MOVE AUDIENCES TO YOUR SITE So Maybe something On this slide will help…
    • 4. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER And it doesn’t even include these guys… Source: DemandBase
    • 5. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER INVESTORS SEE A RACE TO OWN THE CONTENT MARKETING STACK Source: Altimeter Group
    • 6. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER A look At a working Content Marketing Funnel Organic DISTRIBUTION LAYER (Search, Social, Influencer)
    • 7. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER TOP OF FUNNEL Content (wordpress) Build Trust and authority – No Mid/Low Funnel Allowed Mid Funnel Authority
    • 8. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER Redistribution Layer Google
    • 9. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER Mid Tier Content Note IT Still Has Utility NOT ABOUT The Client …..YET
    • 10. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER Bottom of Funnel Content NOW Convince (wow!) Convert And SElL….
    • 11. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER Distribution Top of Funnel Re-distribution & Amplification Mid Funnel Bottom of Funnel The Content Funnel For E-commerce Mid Funnel & Resonant Top Content only -- not ads Search, Social, Influencer Channels Sale Branded Content
    • 12. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER The Funnel TODAY Is Pretty Bad so we throw tech at it TOP AND MID AND LOW FUNNEL CONTENT Outbrain Taboola DISQUS Attempt to get email CONVERT! Amplification Lots of Content ? NEWSLETTER Whitepapers, Landing PAges But Not Everyone Needs a Funnel Just get someone to care (no Redistribution)
    • 13. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER ResonanceAMPLIFICATION There are two ways to be heard in A Noisy Environment Adds to the Noise QUIETS the Noise
    • 14. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER RESONANCe Does more with much less Sometimes Mid-Funnel is all you need Cowboy Ventures ASKED AND ANSWERED THE KEY mid–funnel Pain QUESTION IN venture capital One Of Just Three Posts in 2013 Raised a $40 Million Dollar Fund
    • 15. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER Mid Funnel RESONANCe Is Found by going Deep and finding the pain There are just two pieces of Mid Tier Content At Bellroy …both are super Resonant and identify major pains
    • 16. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER RECRUIT AUTHORS WITH Resonance CREATE AUTHORITATIVE CONTENT MOVE Their AUDIENCES TO YOUR SITE HOW DO YOU Create RESONANCE For your Top/Mid funnel Content?
    • 17. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER DIRECT SEARCH SOCIAL AUTHOR BRANDed Content INVESTED & ALIGNED AUDIENCES TRUSTING & TARGETED 3X to 5X PERFORMANCE Motivation matters Influencers (internal/External) need to be invested
    • 18. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER INflUENCERS + INCENTIVES + CONTENT Need to be Hand-Picked Needs to be rESonant Need to be thought out Alignment matters to resonance
    • 19. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER Distribution& Incentives CONTENTStrategy& Measurement Recruiting ACCOUNT MANAGER HR EDITORIAL SEO & MEDIA BUYING Creative/VerbalPeople skills TacticalAnalytical HR challenges > Technology challenges
    • 20. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER Distribution& Incentives CONTENTStrategy& Measurement Recruiting Technology actually over-serves most needs/budgets Traackr (then vetting) Kapost Outbrain Disqus Flite NewsCred BaseCamp Wordpress Little Bird Analytics & Incentives Movable Media InsightPool
    • 21. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER OBJECTIVE: Build a B2B audience of decorators and interior designers FEATURED AUTHORS: Tobi Fairley: Tobi reaches over 20,000 design professional followers www.tobifairley.com Robin Callan: Owner and manager of RoomFu, an Austin design firm, and winner of two BEST OF AUSTIN awards www.roomfu.com Jay Johnson: Co-owner of IWI, a professional design firm with over 10,000 followers a month www.design2share.com RESULTS: • 200+ articles • 15+ writer relationships • 200%+ traffic increase per article • 25,000 new decorators through author channel Case Study: Williams-Sonoma http://wsidesignermarketplace.com HUGE SUCCESS
    • 22. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER PAID AMPLIFICATION OBJECTIVE: Retarget a B2B audience of decorators and interior designers RESULTS: • 4 paid media placements • 2 CPC placements • 2 CPM models • CPL varied from $2.50-$7 • No channel tested offered scale at a cost-competitive price • Inability to retarget with a dynamic unit. • Expensive for a relatively small campaign. Case Study: Williams-Sonoma BY AND LARGE A FAILED EFFORT
    • 23. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER RESULTS: • All-time traffic records over the last 10 months • 35+ articles • 40K unique visitors • 30K unique visitors from the authors’ own audiences Case Study: pitney Bowes Ajeet Khurana: Ecommerce expert on About.com, angel investor and author www.ecommerce.about.com John Yunker: Co-founder of Byte Level Research, blogger and author www.globalbydesign.com Laurel Delaney: President, GlobeTrade.com and creator of no. 1 blog in the world for small biz interested in going global www.globalsmallbusinessblog.com OBJECTIVE: Create an influencer content program for PB’s Ecommerce blog. FEATURED AUTHORS: http://blogs.pb.com/ecommerce
    • 24. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER Case Study: pitney Bowes Resonance: From 20 to 500 Targeted Visitors/day at top of funnel
    • 25. MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER Contact: ANDREW BOER Email: aboer@movablemedia.com Phone: 203-809-2238 Twitter: @aboer, @movablemedia