Perfecting Pitches (MozCon)

ACT Perfecting Pitches Michael King Director of Inbound Marketing iAcquire www.iacquire.com @ipullrank

…. @ipullrank

How is your so-…. called “content” gonna make us money?

….YOUR TEAM OR CLIENTSMAY DRIVE YOU TO DRINK

…OR SMOKE

…AND YOU MIGHT FALL FLAT ON YOUR FACE

How can I getthem to buy this contentmarketing stuff?

YOU NEED ACOMPELLINGDATA-DRIVENPITCH

SELL YOUR VISION…

…. BUT ALWAYS BE READY TO DO THIS …

…. …CONTENT IS THE GLUEOF INBOUND MARKETINGYOU MUST TAKE A STAND

ACTONERESEARCHDoing research that sticks

CONTENT MARKETING PROCESS @ipullrank This closely mirrors the “New SEO Process” http://www.seomoz.org/blog/the-new-seo-process-quit-being-kanye

OPPORTUNITY DISCOVERY LAND OF OPPORTUNITY Opportunity Discovery is the process of understanding the client’s space in context of the business goals to tailor the content strategy directly to what they need to accomplish. @ipullrank

BUSINESS GOALS ARE PARAMOUNT Understanding and integration of the business objectives throughout the entire process is incredibly important to obtaining buy-in and measuring success. If you’re not speaking in terms of conversion, you will not be speaking much longer. @ipullrank

MARKET RESEARCH Every content creator and SEO should have at least a working knowledge of the space, the company and the audience. At iAcquire we’ve invested heavily in the market research capability and we create client one sheets and influencer reports with objectives, personas, customer insights, market insights, hot topics, key influencers and resources @ipullrank

PERSONAS PERSONA A PERSONA B PERSONA C PERSONA DDEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS LIFESTYLES LIFESTYLES LIFESTYLES LIFESTYLES USER STORY USER STORY USER STORY USER STORY USER NEEDS USER NEEDS USER NEEDS USER NEEDS Develop four hypothetical representations of people that exist within the online conversation as related to business goals, give them stories and attributes to which content will be created. The key is to keep it as relevant and actionable to the content you will be creating as possible @ipullrank

QUASI-AD HOC PERSONAS I outlined a process in my “Understanding Your Audience Using Social Media” Mozinar about how to use Keyword Research, Social Media and Discussion Search to develop ad hoc personas. http://www.seomoz.org/webinars/understanding-your-audience-using-social- media @ipullrank

THE PROBLEM WITH AD HOC PERSONAS While this approach can be very effective stakeholders may potentially challenge it because it’s not empirical. However neither is the old method of handing out post-its to stakeholders @ipullrank

“A major virtue of personas is theestablishment of empathy and BUT ALWAYSunderstanding the individual who usesthe product” BE READY TO -Donald A. Norman, Nielsen Norman Group DO THIS …

iACQUIRE’S DATA DRIVEN PERSONAS At iAcquire we have a data-driven approach starting from Nielsen’s PRIZM segments, layering data from Experian Simmons and finally using Social Inventories from Facebook, LinkedIn, YouTube and DoubleClick to develop empirical and social media-relevant personas. @ipullrank

INTRODUCING NIELSEN PRIZM Nielsen’s PRIZM segments all of the US into 66 predetermined types or “codes” Download this PDF: http://ocair.org/files/KnowledgeBase/HowTo/PRIZM_Code.pdf @ipullrank

INSTANT PERSONAS FOR LOCAL SEARCH USING PRIZM Understand Your Local Audience Now: http://www.claritas.com/MyBestSegments/Default.jsp?ID=20 @ipullrank

EXPERIAN SIMMONS AIO CLUSTERS MOSAIC TYPE MOSAIC TYPE BY BY URL ONLINE ACTIVITY Simmons Mosaic Types: http://www.tetrad.com/pub/documents/agsmosaiclist.pdf @ipullrank

GOOGLE CONSUMER SURVEYS Get very targeted Consumer Data: http://www.google.com/insights/consumersurveys/home @ipullrank

GOOGLE CONSUMER SURVEYS STEP BY STEP DEFINE THE SPECIFY SURVEY TYPE AUDIENCE WRITE QUESTIONS GET DATA Example from Matt Cutts: https://plus.google.com/109412257237874861202/posts/WDzRVDqbevn @ipullrank

COMPARE PERSONAS IN SEARCH WITH YAHOO CLUES DO YOUR PERSONAS ALIGN WITH DATA IN YAHOO CLUES? Leverage Yahoo’s Keyword Demographics: http://clues.yahoo.com @ipullrank

HERE’S A PERSONA WORKSHEET Download the Persona Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Persona-Worksheet.xlsx @ipullrank

CONSUMER DECISION JOURNEY When planning out a content marketing campaign use the consumer decision journey to determine what need state your content will specifically speak to. @ipullrank

MAPPING KEYWORD RESEARCH [flowers] [when do roses bloom][what flowers for a first date] [buying chrysanthemums] [flower a month club] As usual finding the right keywords is important. Mapping them to content, need states and KPIs is paramount to proving the success of a campaign @ipullrank

TYING CONTENT MARKETING TO THE FUNNEL Map the content type directly to the customer decision journey to determine where in the funnel that this content will reach the user @ipullrank

MEASUREMENT PLANNING You will need determine realistic and specific KPIs with regard to where the content is in the funnel and develop reporting that speaks to directly to that value. @ipullrank

BUT WHAT ARE OUR ….COMPETITORS DOING?

FACEBOOK RECOMMENDATIONS PLUGIN DEMO EXTEND THE BOX TO 1000 PIXELS TO VIEW 20 PIECES OF POPULAR CONTENT Get a snapshot of a site’s popular content: @ipullrank http://developers.facebook.com/docs/reference/plugins/recommendations/

SOCIAL CRAWLYTICS SOCIAL CRAWLYTICS GIVES AWESOME GRAPHS OF SHARES BY NETWORK Use Social Crawlytics to find out what the best performing content for competitors @ipullrank http://www.socialcrawlytics.com

SOCIAL CRAWLYTICS GIVES SHARE COUNTS BY URL @ipullrank

DON’T GO SHOWING ALLTHAT DATA JUST YET!

ACTTWOGETTING BUY-INBuild a list of people that want thecontent

WHAT’S THE BIG IDEA? The big idea should thematically govern the content strategy and keep content from being an “isolated incident” by tying everything to an initiative that fits into the overarching marketing mix and gives creative life @ipullrank

THE 7 STORY ARCHETYPES Content Marketing is about turning the brand into a storyteller. Tap into the Jungian story archetypes and align them with the business to build an effective story. More on story archetypes: http://socialmediatoday.com/tommyismyname/383348/7- story-archetypes-and-how-they-can-dramatically-improve-your-marketing @ipullrank

THE CLIENT-STRATEGIST-AUDIENCE FEEDBACK LOOP Content is not a one-way street, but a cyclical process between the client’s goals, the strategist’s ideas and the influencer’s needs. Take your content to the audience before you ever write a word or place a pixel and get their feedback and buy-in. @ipullrank

CALL YOUR SHOT Using the following tactics find a group of people that will commit to engaging with this content and use that as evidence that the content will appeal to the brand’s audience and drive KPIs @ipullrank

INTRODUCING AUTHORA Find authors and their content by topic and social metrics: http://www.authora.org @ipullrank

USING AUTHORA @ipullrank

GROUPHIGH IS A SIMILAR PRODUCT GroupHigh has a bit of a headstart on Authora, but it’s paid: http://www.grouphigh.com @ipullrank

USE TOPSY TO FIND INTERESTED PARTIES Use Topsy to find people who shared competitor content: http://www.topsy.com @ipullrank

FOLLOWERWONK, ABOUT.ME, ZERP.LY, FINDPEOPLEONPLUS Use the features of your personas (instead of just target keywords) to find people using: @ipullrank http://www.followerwonk.com , http://about.me, http://zerply.com and http://findpeopleonplus.com

SHARE RATE & SCRAPE RATE Determine how far your content will go for a given author by computing the scrape rate and share rate. http://ipullrank.com/scrape-rate- and-shareability-rate/ (original Scrape Rate concept by @pointblankseo) @ipullrank

HERE’S AN AUDIENCE WORKSHEET JUST A LITTLE SOMETHING TO HELP YOU KEEP TRACK OF ALL OF THOSE PEOPLE Download the Audience Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Audience-Worksheet.xlsx @ipullrank

INTRODUCING THE BROKEN LINK INDEX Find missing resources by keyword with many links and create better versions: @ipullrank http://www.brokenlinkindex.com

USING THE BROKEN LINK INDEX Use the Broken Link Index to prove that content you are looking to create has a built-in audience that @ipullrank will allow you to hit your inbound link KPI.

CONTENT AS A MAXIMUM VIABLE PRODUCT Pitch content that supports multiple KPIs and need states within the customer journey as well as keeps @ipullrank the barrier to entry high for the competitors.

YOU ARE NOW READY FOR THE PITCH

ACTTHREEPUT IT ALL TOGETHER5 tips for highly-effective, actionableand data-driven content marketingpitches

THE FOCUS IS THE STORY Tell a compelling story and answer a key issue using your data as a to drive it home @ipullrank

TIE EVERYTHING DIRECTLY TO ROI Everything you suggest should be directly explained in context of the ROI @ipullrank

TAILOR IT DIRECTLY TO THE STAKEHOLDERS Everything you show should address the concerns of the stakeholders; anticipate their questions @ipullrank

IT BETTER BE BEAUTIFUL Invest the time to make your pitch look beautiful and professional @ipullrank

SPEAK THEIR LANGUAGE Speak in terms the stakeholders understand for example “share of voice” rather than number of rankings @ipullrank

ACTFOURVALIDATEValidate what you’ve done throughmeasurement

WTF IS SHARE OF VOICE? Share of Voice (SoV) is a traditional advertising term defined as the percentage of possible positions in a channel occupied. As it pertains to the SEO it is the percentage available search volume captured. Use it when explaining the opportunity to non-SEOs. @ipullrank

KEYWORD-LEVEL DEMOGRAPHICS To date this is the most powerful thing I’ve contributed to the SEO community. Use it! http://www.seomoz.org/blog/keyword-level-demographics @ipullrank

KEYWORD-LEVEL DEMOGRAPHICS BEST PRACTICES Incentivize the Opt-In Just track the persona (Communities or Coupons) Use the appID Cross Property Cookie and Remarket I have a half-finished Wordpress plugin. If you’d find that useful tweet at me and let me know. @ipullrank

MAP SITE PROFILES TO CONVERSIONS Does your site require some sort of profile? Tie the fields of that profile to measurement. @ipullrank

USERREPORT.COM Survey your users for free and get their demographic data into GA: http://www.userreports.com @ipullrank

CHANGING KEYWORD DEMOGRAPHICS AS A KPI The goal of your campaign can be to change the type of people searching for a given keyword @ipullrank

ACTFIVEOVERCOMING FAILUREContent pitches that failed and how toovercome them

FAIL #1: WEAK PRESENTATION A marketer presents the creation of infographics via email and phone, but doesn’t succeed and ultimately the client sees them as “complicated” or “expensive” measures. @ipullrank

RESOLUTION #1: PRESENT A DECK IN-PERSON Your presentation should not be an email or a phone call, it should be an in-person presentation with all the stakeholders. @ipullrank

FAIL #2: LEAVING OUT KEY STAKEHOLDERS A marketer sells in an idea neglecting to invite key stakeholders only to have that content strategy fall apart once the miss stakeholders review it. @ipullrank

RESOLUTION #2: INVITE THEM ALL Get all of the key stakeholders on board so you don’t have to repeat steps or risk the engagement falling apart after you believe you’re good to go. @ipullrank

FAIL #3: NOT SHOWING THE VALUE A marketer explains the content strategy using the wrong KPIs and the stakeholders respond that content is “nice to have” not as beneficial as “bombarding people with 100k email communications.” @ipullrank

RESOLUTION #3: BETTER MEASUREMENT PLANNING Build your measurement around the business objectives and things that actually show the positive affects of revenue. @ipullrank

FAIL #4: RELYING ON TOO MUCH DATA A marketer relies heavily on data to make her case and lambasts the regarded accomplishments of the key stakeholders. @ipullrank

RESOLUTION #4: LET THE STORY DO THE WORK Don’t use numbers as a weapon to insult your stakeholders, tell a compelling story using the data as an aside that drive the points of ineffectiveness. @ipullrank

ACTSIXTHE PITCHJamie, Adam, Rand, I’ve gotan idea for you

THE USER’S DILEMMA There is an underserved user out there – the procrastinator. Some key moz’s solutions expect that users have the time to plan ahead, but inbound marketers need data now! @ipullrank

THE PROCRASTINATOR’S RESOLUTION In the absence of certain real-time solutions from Moz the procrastinator turn to other sources. @ipullrank

MOZ’S AUDIENCE IS FULL OF PROCRASTINATORS @ipullrank

RAND, YOU SAID IT YOURSELF @ipullrank

MOZ’S PROBLEM MozScape API Open Apps Domain Authority Trust Flow Page Authority Citation Flow Keyword Difficulty Search Flow Majestic is rapidly chipping away at Moz’s advantages and solving the procrastinator’s dilemma. Their new Search Flow tool allows users to see a keyword difficulty score for 150 keywords at once. @ipullrank

MOZ’S KEYWORD DIFFICULTY Moz has the opportunity to continue to lead the pack by improving the keyword difficulty tool. @ipullrank

THE PEOPLE WANT A KEYWORD DIFFICULTY API The people have wanted a keyword difficulty API for years, but I understand that scraping Google on-demand at that scale is completely unreasonable. @ipullrank

YOU GUYS KNOW IT’S AWESOME The secret is that it’s underrated because you can only do 5 keywords at a time! @ipullrank

USERS EXPECT MORE OF MOZ NOW With the new funding, users expect Moz to be able to work magic. @ipullrank

ADD KEYWORD DIFFICULTY TO THE MOZBAR Add batch keyword difficulty to the Mozbar so that any Google scraping is done on the client side. @ipullrank

MEASUREMENT PLAN ACCOUNT USER CHURN UPGRADES MOZBOARD DOWNLOADS LINKS SOCIAL SHARES Make it PRO only feature and measure the effect it has on user churn, account upgrades, mozbar @ipullrank downloads and links and social shares of the Mozbar download page in context of the user profile

RECAP APPEALED TO TOLD A STORY COMPETITIVE SPIRIT IDENTIFIED TIED TO THE NEED REVENUE You see what I did there? @ipullrank

ACTSEVENONE MORE THING

THANK YOU Direct Contributors People Who Helped Me Get Here Brittan Bright SEOmoz Kyle Bastian Rand Fishkin Distilled Robb Dorr Tom Critchlow Josh Giardino John Doherty Jeff Nappi SEER Interactive iAcquire Wil Reynolds Chris Le Rhea Drysdale Outspoken Media SMX THE MOZ COMMUNITY @ipullrank

ACT Michael King Director of Inbound Marketing iAcquire www.iacquire.com @ipullrank

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Perfecting Pitches (MozCon)

by iAcquire on Jul 25, 2012

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