Adria Saracino_SearchLove San Diego 2013_Why your Content Marketing is Failing
 

Adria Saracino_SearchLove San Diego 2013_Why your Content Marketing is Failing

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    Adria Saracino_SearchLove San Diego 2013_Why your Content Marketing is Failing Adria Saracino_SearchLove San Diego 2013_Why your Content Marketing is Failing Presentation Transcript

    • Why Your Content Marketing Initiatives are Failing (and how to fix them) ADRIA SARACINO
    • Adria Saracino Head of Outreach, Distilled adria.saracino@distilled.net @adriasaracino
    • CONTENT MARKETING IS HARD
    • SO, HOW DO WE MAKE IT EASIER?
    • @adriasaracinoAdria Saracino DIVIDE AND CONQUER… LONG TERM MID TERM SHORT TERM TACTICAL STRATEGIC INTERNAL
    • 1 SHORT TERM: TACTICAL
    • THE ISSUE: SUBPAR PROMOTION
    • WRONG AMOUNT OF PROMO
    • WRONG TYPE OF PROMOTION @adriasaracinoAdria Saracino
    • 1. Building and borrowing influence 2. Match promotion to the funnel @adriasaracinoAdria Saracino THE ISSUE…FIXED
    • Social Outreach Outreach PR & Outreach Advertising Advertising Advertising Social Email Email Advertising Event Event Outreach Email Awareness Trigger Search Consider Buy Stay
    • Awareness Trigger Search Consider Buy Stay Data viz Free eBooks Free eBooks Contests eBooks - signup Coupons Forums Blogposts Charity UGC Blogposts Coupons News stories Contests Reviews Blogposts
    • THE ISSUE: INEFFECTIVE PITCHING
    • PITCH RESPONSE SIMULATION
    • Know what motivates gatekeepers: @adriasaracinoAdria Saracino THE ISSUES…FIXED MONEY AUTHENTICITY VISIBILITY Further reading: How to Master Working with Bloggers
    • THE ISSUE: INABILITY TO LET GO
    • YOU LOVE THE IDEA TOO MUCH
    • 1. Don’t compromise for data 2. Have “checks and balances” 3. Consider testing o Feedback Army or UserTesting.com o Ask the gatekeepers @adriasaracinoAdria Saracino THE ISSUES…FIXED
    • THE ISSUE: CRAPPY CONTENT
    • @adriasaracinoAdria Saracino CRAPPY EXECUTION
    • @adriasaracinoAdria Saracino CRAPPY GOAL ALIGNMENT
    • @adriasaracinoAdria Saracino CRAPPY IDEA Discovery Channel SourceBetter Ideas
    • @adriasaracinoAdria Saracino THE ISSUES…FIXED  Who?  Why?  Useful?  Understandable?  Tracking goals?  Epic attributes? The Epic Content Checklist:
    • 2 MID TERM: STRATEGIC
    • THE ISSUE: UNSUITABLE GOALS
    • SHORT TERM (OR NO) GOALS
    • @adriasaracinoAdria Saracino THE ISSUES…FIXED 1. Play the 5-Why’s Game 2. Visualize the goal cycle 3. Track & analyze (ongoing)
    • Awareness Trigger Search Consider Buy Stay @adriasaracinoAdria Saracino LEAD GEN RETENTION SALES CONSUMPTION
    • • LCV / RFM • Churn % • Retention % • Repeat visits • Net promoter score • Purchases • LCV / RFM • CPA • Avg. $/user • Latency • Sign-ups • Inquiries • Downloads • Referrals • Assisted leads @adriasaracinoAdria Saracino CONSUME LEAD SELLRETAIN • Mentions • Shares • Links • Traffic • Rankings • Affinity
    • THE ISSUE: INSUFFICIENT RESEARCH & DATA
    • INSIGNIFICANT RESEARCH
    • @adriasaracinoAdria Saracino THE ISSUES…FIXED Type of research to conduct: 1. Benchmark audit 2. Competitor research 3. [Online] market research 4. Customer research
    • THE ISSUE: INCONSISTENCIES
    • CONFUSING USER EXPERIENCE
    • @adriasaracinoAdria Saracino THE ISSUES…FIXED 1. Determine a brand message 2. Create editorial standards 3. Develop an editorial calendar
    • 3 LONG TERM: INTERNAL
    • THE ISSUE: INEFFICIENT WORKFLOW
    • CONFUSING WORKFLOW
    • @adriasaracinoAdria Saracino THE ISSUES…FIXED 1. Identify internal stakeholders 2. Collaborate on a lean process 3. Create deadlines & governance
    • THE IDEAL WORKFLOW IDEATION PLAN WRITE EDITPUBLISH PROMO TRACK WHO NEEDS TO BE INVOLVED HERE? WHO NEEDS TO BE INVOLVED HERE? (esp. for creative assets) CAN YOU INTEGRATE WITH OTHER TEAMS? HOW QUICKLY CAN YOU GET HERE?
    • Publisher/Editor-in- Chief Managing Editor Section Editor Section Editor Writers Photo Editors Photographers Design Editors Graphic Designers PUBLISHER GOVERNANCE
    • CCO / CMO / Consultant Content Owners (Inbound, PR, Social) PR Editor Inbound Editor Writers Photo Editors Photographers Design Editors Graphic Designers BRAND GOVERNANCE
    • THE ISSUE: NO BUY-IN
    • NOBODY BELIEVES YOU
    • @adriasaracinoAdria Saracino THE ISSUES…FIXED 1. Invite others into your process 2. Scratch their back 3. Provide ninja education 4. Let results do the talking Further reading: How to Get Your Boss to Care about Content Marketing
    • TIMELINE FOR CONTENT MARKETING SUCCESS
    • @adriasaracinoAdria Saracino DIVIDE AND CONQUER… LONG TERM MID TERM SHORT TERM TACTICAL STRATEGIC INTERNAL
    • Thanks. Any questions? ADRIA SARACINO adria.saracino@distilled.net @adriasaracino