The Content Cycle.
Brighton Digital Marketing Festival 2013.
David Somerville, Fresh Egg.
• David Somerville
(@southcoastdavid)
• Head of social media at Fresh Egg
• Work with clients such as
Confused.com, Maplin...
The ‘good old days’ of content.
The Content Cycle.
Source: http://glennobrien.com/?p=274
Good old days? BAD old days!
There was a lot of crap out there!
Low-quality websites were hit, especially ‘content farms’
Then this happened...
Source: saffronweb.com
And then this happened…
Source: blog.bringshare.com
Low-quality article marketing and blog spam hit
• Everyone went content crazy (especially SEOs!)
• ‘Content marketing’ became the new buzzphrase
• Content moved more away...
Content now needs to be better and content producers smarter
What is ‘content’?
The Content Cycle.
The Content Cycle.
• A process of helping to plan and implement your content strategy
• Makes you focus on objectives and audiences
• Allows ...
The Content Cycle
An ‘investigation’ stage to ensure you have your content
fundamentals in place – guides your content strategy and campaign...
Audit your current content (and website) and build a SWOT.
• Technical limitations – crawlable, multi-device accessible
• ...
Producing content for the right audience is crucial, so make sure you
know exactly who they are by:
• Using any demographi...
Social Crawlytics scans your website (or your competitor’s) to show
the level of social shares it receives
Use this to see...
An often overlooked and underused resource…
TIP: this does need to be configured first in Google Analytics
Google Analytic...
Find experts and influencers from within your company (or industry)
– use them for ideas and their authority…
Experts and ...
Find any offline content and repurpose it digitally
Repurposing content
Source: displaydevelopments.co.uk
Planning & Setup
Use this stage to ensure that your content campaigns are well
thought-out and have purpose
It is important to consider what role the content you are writing plays
in each stage of the customer journey…
This backs ...
What content channel fits which stage?
Content and the customer journey
Search, social
networks, blogs
, PR
Your
website, ...
Why are you producing this content?
Setting clearly defined OBJECTIVES is vital to the planning and success
of a campaign
...
Q&A sites
Keyword suggest
Tools to generate content ideas
News monitoring
Alerts
Tools to generate content ideas
Social tools
Tools to generate content ideas
The tighter, better and more detailed your brief, the better content
you will produce (or have produced for you)
Briefs
Use ‘fag packet
wireframes’ to help guide
designers and content
producers about what
you want to see
These can also guide ...
For each campaign, ensure that everyone knows their responsibilities
Responsibilities
Source: fitfanempire.com
The rise of multiple devices means that CONTEXT is key
Different environments
Source: www.mashable.com
Different environments
Execution
The ‘doing’ stage – producing your content and promoting it
Basic content optimisation tips
Content promotion
Content promotion
Influencers…
Influencers vs. brand advocates
Source: hiphopweekly.com
Big hitter, short-term loyalty, questionable motivat...
Brand advocates…
Loyal, passionate and long-lasting
Influencers vs. brand advocates
Sources: oprah.com, youtube.com, glamo...
Influencers vs. brand advocates
Measure Influencer Brand advocates
Consumer trust 18% of people trust
influencers
92% of p...
Make it easy for people to share and it will spread further
Make it shareable
Reporting, Analysis & Insight
This stage is for reporting on what has happened as a result of your
content campaigns
A few examples of metrics:
• Links (who is linking to your content)
• Reach (eyeballs)
• Social reach
• Brand mentions and...
Metrics
Visitors, inboun
d links
Time on
page, social
shares
Conversions
(macro and
micro goals)
Link metrics – Open Site Explorer, Majestic SEO
Visibility – Searchmetrics, Google Webmaster Tools
Impressions – Google We...
Use the Google UTM tag and add this to all links you’re using to
promote your content.
• Specify the SOURCE (the place) an...
Refinement
The final stage – feeding back into Planning & Setup or Execution to
help guide future campaigns
• What worked? What didn’t?
• Ask users for feedback on content – what do your social media and
onsite comments tell you?
...
Key takeaways.
The Content Cycle.
• Content comes in many forms – think beyond just text
(and beyond desktop)
• Focus on your objectives and your audience –...
FreshEgg.com
@southcoastdavid
@FreshEgg
Slides available at: FreshEgg.com/Blog
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The Content Cycle by Fresh Egg - Brighton Digital Marketing Festival 2013

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A presentation by David Somerville, head of social media at Fresh Egg, given at the 2013 Brighton Digital Marketing Festival.

The presentation covers the five different stages of the content cycle, with the aim of helping you plan, implement, measure and improve upon the success of your content marketing strategy. These five stages are:

- Discovery – an investigation stage to guide your content strategy and campaigns

- Planning and setup – a stage that ensures your content is well thought-out and designed to meet specific objectives

- Execution – creating your content and promoting it

- Reporting, analysis and insight – measuring what has happened as a result of your content campaigns

- Refinement – learning from your reporting and feeding back into planning and setup to help guide future campaigns

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  • Also founder of Brighton Social Media – monthly meet-ups for all digital marketing people
  • And a way of producing better content in a smarter way is to adopt the Content Cycle as an approach
  • Some examples of different content types or formats
  • Authorship is really important and you need to be implementing it on your content:Improves CTRShows authority and expertisePrevents plagiarismFuture-proof against Author Rank
  • Company brochures, magazines, archived materials, photos, videos
  • Event – as discussed previously with ‘Trigger Events’, something causes the person to require that content informationAwareness – making a user aware of a product, service etcConsideration – providing further information to help them make a more informed choiceConversion – a direct style of content to make the user do something (buy, sign-up, review etc)Also consider ‘Post-conversion’ in terms of content (i.e follow up email to customers, user guides etc)
  • Different content may fit different stages – you may not be working on all of this stages at once
  • Topsy – search for conversationsTweetdeck – create columns for searches and lists of usersTrendsmap – monitor local trends and conversations
  • Even a basic wireframe will help a designer or content producer see more clearly exactly how you want the content to look
  • Hannibal – planning and strategy Murdoch – ideas generation (crazy stuff!)BA – producing the goodsFace – content marketing and outreach
  • You need to consider the context of where the user will be viewing the content and on what device.Content can be produced for a range of different devices and ‘thing’ – mobile, tablet, electronic signage, Google glass, watches
  • Consider…HOW will users view your contentWHY are they viewing itON WHAT devices will they be using
  • These will help get your content found better by search and perform better for the user and required actions
  • Just some ways in which content can be promoted once live. Content promotion will depend on the content, audience and objectives
  • Who are they? What is the difference?This is also the most liked image on Instagram!
  • The table shows the differences between an influencer and a brand advocate as identified from research by Zuberance.comBrand advocates also are a great source of UGC!
  • This is a simple, but fundamental element that often gets neglected.Examples:Buzzfeed.com – prominent sharing near title, plus on each image/sectionConfused.com Royal baby Name Generator (widget)Consider incentivising people to share your content too – add an embedded tweet and run a ‘Tweet to win competition’.
  • Define these at your planning stageMay differ depending on content type, campaign etcThese metrics should be combineMeasurement may be best to be done over time
  • What metrics to consider at the different stages of the customer journey?
  • Make reporting even easier by tagging your content
  • Example of NVC refinement of Track Talk articles – Interviews with F1 commentators. Feedback from users led us to tweak the interview questions and get more success on them
  • The Content Cycle by Fresh Egg - Brighton Digital Marketing Festival 2013

    1. 1. The Content Cycle. Brighton Digital Marketing Festival 2013. David Somerville, Fresh Egg.
    2. 2. • David Somerville (@southcoastdavid) • Head of social media at Fresh Egg • Work with clients such as Confused.com, Maplin, Vodafone Australia, Adecco • Previously spent over 4 years as online content manager for Friday Media Group About me
    3. 3. The ‘good old days’ of content. The Content Cycle.
    4. 4. Source: http://glennobrien.com/?p=274
    5. 5. Good old days? BAD old days!
    6. 6. There was a lot of crap out there!
    7. 7. Low-quality websites were hit, especially ‘content farms’ Then this happened... Source: saffronweb.com
    8. 8. And then this happened… Source: blog.bringshare.com Low-quality article marketing and blog spam hit
    9. 9. • Everyone went content crazy (especially SEOs!) • ‘Content marketing’ became the new buzzphrase • Content moved more away from automation and only written text • There was an underlying shift in reason WHY content was written …and the content landscape changed dramatically
    10. 10. Content now needs to be better and content producers smarter
    11. 11. What is ‘content’?
    12. 12. The Content Cycle. The Content Cycle.
    13. 13. • A process of helping to plan and implement your content strategy • Makes you focus on objectives and audiences • Allows you to report fully on your content production and help justify ROI • Five different related stages… What is the Content Cycle?
    14. 14. The Content Cycle
    15. 15. An ‘investigation’ stage to ensure you have your content fundamentals in place – guides your content strategy and campaigns Discovery
    16. 16. Audit your current content (and website) and build a SWOT. • Technical limitations – crawlable, multi-device accessible • Content structure – layout for UX, editorial standards, internal linking • User metrics and conversions – what does the site traffic tell you? • Resources – who is doing it and who could do it? • Competitors – what are they doing well and not so well? Content audit
    17. 17. Producing content for the right audience is crucial, so make sure you know exactly who they are by: • Using any demographic data you have access to (Hitwise, Mosaic, CRM data, email lists, social media network insights, etc.) • Building personas for different audience groups • Including their motivations for wanting to view your content Audience personas
    18. 18. Social Crawlytics scans your website (or your competitor’s) to show the level of social shares it receives Use this to see the most popular pages and produce more of this content Socially popular content – Social Crawlytics
    19. 19. An often overlooked and underused resource… TIP: this does need to be configured first in Google Analytics Google Analytics Site Search
    20. 20. Find experts and influencers from within your company (or industry) – use them for ideas and their authority… Experts and Authorship
    21. 21. Find any offline content and repurpose it digitally Repurposing content Source: displaydevelopments.co.uk
    22. 22. Planning & Setup Use this stage to ensure that your content campaigns are well thought-out and have purpose
    23. 23. It is important to consider what role the content you are writing plays in each stage of the customer journey… This backs up your ‘audience’ work in the discovery stage Content and the customer journey
    24. 24. What content channel fits which stage? Content and the customer journey Search, social networks, blogs , PR Your website, blog, interactive tools Ecommerce process on site, email
    25. 25. Why are you producing this content? Setting clearly defined OBJECTIVES is vital to the planning and success of a campaign How are you going to measure the success of this content? Each content campaign needs to have measureable KPIs to help with reporting – these will help show if you have achieved your OBJECTIVES Objectives and KPIs
    26. 26. Q&A sites Keyword suggest Tools to generate content ideas
    27. 27. News monitoring Alerts Tools to generate content ideas
    28. 28. Social tools Tools to generate content ideas
    29. 29. The tighter, better and more detailed your brief, the better content you will produce (or have produced for you) Briefs
    30. 30. Use ‘fag packet wireframes’ to help guide designers and content producers about what you want to see These can also guide the content writer to see how they content will appear in the context of the page Wireframes
    31. 31. For each campaign, ensure that everyone knows their responsibilities Responsibilities Source: fitfanempire.com
    32. 32. The rise of multiple devices means that CONTEXT is key Different environments Source: www.mashable.com
    33. 33. Different environments
    34. 34. Execution The ‘doing’ stage – producing your content and promoting it
    35. 35. Basic content optimisation tips
    36. 36. Content promotion
    37. 37. Content promotion
    38. 38. Influencers… Influencers vs. brand advocates Source: hiphopweekly.com Big hitter, short-term loyalty, questionable motivation
    39. 39. Brand advocates… Loyal, passionate and long-lasting Influencers vs. brand advocates Sources: oprah.com, youtube.com, glamourvanity.com
    40. 40. Influencers vs. brand advocates Measure Influencer Brand advocates Consumer trust 18% of people trust influencers 92% of people trust brand advocates Typical profile Blogger, journalist, pundit/celebrity Highly satisfied customer Defined by Size of audience How likely they are to recommend brand Motivation Grow their audience Help their friends Advocacy and loyalty Short term Long lasting Genuine passion Maybe Yes Incentives needed Typically yes (money, free products, etc.) Typically no
    41. 41. Make it easy for people to share and it will spread further Make it shareable
    42. 42. Reporting, Analysis & Insight This stage is for reporting on what has happened as a result of your content campaigns
    43. 43. A few examples of metrics: • Links (who is linking to your content) • Reach (eyeballs) • Social reach • Brand mentions and sentiment • Google Analytics metrics (traffic, time on site, etc.) • Conversions and assisted conversions What metrics can you report on?
    44. 44. Metrics Visitors, inboun d links Time on page, social shares Conversions (macro and micro goals)
    45. 45. Link metrics – Open Site Explorer, Majestic SEO Visibility – Searchmetrics, Google Webmaster Tools Impressions – Google Webmaster tools, tracking pixels Social reach – Social Crawlytics, Shared Count Brand or sentiment measurement – Social Mention, Brandwatch Tools to help measure
    46. 46. Use the Google UTM tag and add this to all links you’re using to promote your content. • Specify the SOURCE (the place) and the MEDIUM (the method) • Make sure you keep the CAMPAIGN NAME consistent • Check the results of the campaign in Google Analytics Tag your content
    47. 47. Refinement The final stage – feeding back into Planning & Setup or Execution to help guide future campaigns
    48. 48. • What worked? What didn’t? • Ask users for feedback on content – what do your social media and onsite comments tell you? • Did it meet your objectives? • Combine your metrics with testing and feedback this learning into the planning and setup stage Refinement
    49. 49. Key takeaways. The Content Cycle.
    50. 50. • Content comes in many forms – think beyond just text (and beyond desktop) • Focus on your objectives and your audience – why are you producing the content and for who? • Discover > Plan > Execute > Report > Refine • RINSE AND REPEAT! Key takeaways
    51. 51. FreshEgg.com @southcoastdavid @FreshEgg Slides available at: FreshEgg.com/Blog The end
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