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Content Marketing Like a Real Company

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  • hello dear
    Nice to meet you My name is miss Helen. am a young girl I was impressed when i saw your profile today and i will like to establish a long lasting relationship with you. In addition, i will like you to reply me through my e-mail address(helenabirity@yahoo.com) so that i will give you my picture of you to know whom i am, please i will like to tell you how much interested i am in knowing more about you, i think we can start from here and share our feelings together as one. please contact me back with my mail address Thanks waiting to hear from you dear.yours new friend (helenabirity@yahoo.com)
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  • Excellent deck mate which is 100% spot on.
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  • I quit working at shoprite and now I make $35h - $80h...how? I'm working online! My work didn't exactly make me happy so I decided to take a chance on something new… after 4 years it was so hard to quit my day job but now I couldn't be happier. Heres what I do, Blue31Dotcom
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  • Great deck Mike. Some really interesting metrics in there. Particularly like the share of voice formula. Makes it much easier to get buy in from traditional marketers!
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  • 1. Michael KingDirector of Inbound MarketingiAcquire@ipullrank2012 Enterprise Network Annual Conference
  • 2. DOWNLOAD THIS DECK http://bit.ly/active-ipullrank @ipullrank
  • 3. ….
  • 4. ….
  • 5. …. @ipullrank
  • 6. How is your so-…. called “content” gonna make us money?
  • 7. ….
  • 8. ….YOUR TEAM MAY DRIVEYOU TO DRINK
  • 9. …AND YOU MIGHT FALL FLAT ON YOUR FACE
  • 10. How can I getthem to buy this contentmarketing stuff?
  • 11. …. …CONTENT MARKETERS YOU MUST TAKE A STANDAND DO REAL COMPANY SH*T
  • 12. CONTENT MARKETING IS REAL COMPANY SH*T @WilReynolds gave a talk at MozCon he said that I inspired called “Real Company Sh*t” check it out: @ipullrank http://bit.ly/UfX9BD
  • 13. THIS IS NOT REAL COMPANY SH*T This is what used to pass for content marketing until Google launched the Panda & Penguin algorithm updates. @ipullrank
  • 14. THIS IS REAL COMPANY SH*T Don’t complain about brands, beat them at their own game with remarkable content. @ipullrank
  • 15. REAL BRANDS ARE EMBRACING CONTENT MARKETING …but they’ll never be as agile as you can be. Watch Coca-Cola Content 2020: http://bit.ly/PrTDQy @ipullrank
  • 16. LET’S DO REAL COMPANY SH*T WITH CONTENT MARKETING Make sure to follow @wilreynolds and @seerinteractive they are doing great stuff @ipullrank
  • 17. ACT ONE6 LAWS OF EFFECTIVECONTENT MARKETINGFollow these six laws and you willhave an effective content marketingprogram.
  • 18. LAW #1 ALWAYS START FROM RESEARCH You must understand your market and your audience intimately to do content marketing that works @ipullrank
  • 19. LAW #2 THE FOCUS IS THE STORY Tell a compelling story and answer a key issue using your data to drive it home @ipullrank
  • 20. LAW #3 TAILOR IT DIRECTLY TO THE AUDIENCE Everything you show should address the needs of the audience; answer their questions and become @ipullrank the authority
  • 21. LAW #4 INVOLVE THE AUDIENCE Involve the audience in what you’re creating so they are bought-in before it goes live. @ipullrank
  • 22. LAW #5 IT BETTER BE REMARKABLE Remember what you’re competing with and invest in the resources to make your content beautiful, @ipullrank compelling and shareworthy.
  • 23. LAW #6 TIE EVERYTHING DIRECTLY TO ROI Everything you suggest should be directly explained in context of the ROI @ipullrank
  • 24. ACTTWORESEARCHDoing research that stickslike a real company
  • 25. CONTENT MARKETING PROCESS @ipullrank This closely mirrors the “New SEO Process” http://www.seomoz.org/blog/the-new-seo-process-quit-being-kanye
  • 26. 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
  • 27. 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. These are critical to the ROI of content marketing. If you’re not speaking in terms of conversion, you will not be speaking much longer. @ipullrank
  • 28. MARKET RESEARCH Every marketer 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 audience and influencer reports with objectives, personas, customer insights, market insights, hot topics, key influencers and resources @ipullrank
  • 29. 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
  • 30. 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://mz.cm/UfXmVv @ipullrank
  • 31. 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
  • 32. “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 …
  • 33. 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
  • 34. INTRODUCING NIELSEN PRIZM Nielsen’s PRIZM segments all of the US into 66 predetermined types or “codes” Download this PDF: http://bit.ly/PrTOvb @ipullrank
  • 35. INSTANT PERSONAS FOR LOCAL SEARCH USING PRIZM Understand Your Local Audience Now: http://bit.ly/Qeh0uw @ipullrank
  • 36. EXPERIAN SIMMONS AIO CLUSTERS MOSAIC TYPE MOSAIC TYPE BY BY URL ONLINE ACTIVITY Simmons Mosaic Types: http://bit.ly/SDKvH1 @ipullrank
  • 37. MOSAIC USA INTERACTIVE GUIDE Get free Experian Simmons data by Zip Code: http://bit.ly/R9MzuD @ipullrank
  • 38. MOSAIC WORD CLOUDS Use these to infer attributes of our personas in the user story @ipullrank
  • 39. THE RESULTING PERSONA @ipullrank
  • 40. GOOGLE CONSUMER SURVEYS Google Consumer Surveys infers demographic data rather than getting it explicitly Get very targeted Consumer Data: http://bit.ly/La567r @ipullrank
  • 41. GOOGLE CONSUMER SURVEYS STEP BY STEP DEFINE THE SPECIFY SURVEY TYPE AUDIENCE WRITE QUESTIONS GET DATA Example from Matt Cutts: http://bit.ly/PJF216 @ipullrank
  • 42. SURVEYMONKEY MARKET RESEARCH SURVEYS SurveyMonkey gets explicit demographic data from respondents An alternative market research survey source http://svy.mk/PAsjxz @ipullrank
  • 43. COMPARE PERSONAS IN SEARCH WITH YAHOO CLUES Do your personas align with Yahoo Clues data? Leverage Yahoo’s Keyword Demographics: http://clues.yahoo.com @ipullrank
  • 44. HERE’S A PERSONA WORKSHEET Download the Persona Worksheet: http://bit.ly/RAzO7N @ipullrank
  • 45. BUT WHAT ARE OUR ….COMPETITORS DOING?
  • 46. 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: http://bit.ly/NDO5E4 @ipullrank
  • 47. 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
  • 48. SOCIAL CRAWLYTICS GIVES SHARE COUNTS BY URL @ipullrank
  • 49. DON’T GET STARTEDJUST YET!
  • 50. ACT TWOGETTING BUY-INBuild a list of people that want thecontent to effectively prove thatpeople want it for stakeholder anduser buy-in.
  • 51. 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
  • 52. 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://bit.ly/NBjTVC @ipullrank
  • 53. 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
  • 54. 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
  • 55. INTRODUCING AUTHORA Find authors and their content by topic and social metrics: http://www.authora.org @ipullrank
  • 56. USING AUTHORA @ipullrank
  • 57. GROUPHIGH IS A SIMILAR PRODUCT GroupHigh has a bit of a headstart on Authora, but it’s paid: http://www.grouphigh.com @ipullrank
  • 58. USE TOPSY TO FIND INTERESTED PARTIES Use Topsy to find people who shared competitor content: http://www.topsy.com @ipullrank
  • 59. 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
  • 60. SHARE RATE & SCRAPE RATE Determine how far your content will go for a given author by computing the scrape rate and share rate. http://bit.ly/NDObeP (original Scrape Rate concept by @pointblankseo) @ipullrank
  • 61. HERE’S AN AUDIENCE WORKSHEET Just a little something to help you keep track of and prioritize all of those people Download the Audience Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Audience-Worksheet.xlsx @ipullrank
  • 62. INTRODUCING THE BROKEN LINK INDEX Find missing resources by keyword with many links and create better versions: @ipullrank http://www.brokenlinkindex.com
  • 63. 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.
  • 64. 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.
  • 65. YOU ARE NOW READYTO SHOW WHAT YOU’VE GOT
  • 66. ACT THREEMEASUREMENTValidate what you’ve done throughmeasurement to show the ROI ofcontent marketing
  • 67. THE ROI OF CONTENT MARKETING Content is an asset that continues to generate ROI over time at a cost that rapidly diminishes over time. http://bit.ly/OGgN8S @ipullrank
  • 68. CONTENT MARKETING VS. PAID SEARCH Content marketing costs between 31% and 41% less than paid search and continues to decrease over time while the price of Paid Search stays fixed on increases due to competition. @ipullrank
  • 69. THE VALUE INCREASES OVER TIME Over time content marketing accrues value drives the cost per lead down considerably while the cost of Paid Search stays fixed. @ipullrank
  • 70. 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
  • 71. 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
  • 72. 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
  • 73. 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
  • 74. WTF IS SHARE OF VOICE FOR SEARCH? 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
  • 75. KEYWORD-LEVEL DEMOGRAPHICS To date this is the most powerful thing I’ve contributed to the SEO community. Use it! http://mz.cm/UfYicl @ipullrank
  • 76. BENEFITS OF KEYWORD-LEVEL DEMOGRAPHICS Just track the persona KEYWORD OWNERSHIP DYNAMIC TARGETING SUBSEQUENT Use the appID Cross Property CONVERSION KEYWORD ARBITRAGE PREDICTION This is super powerful stuff! @ipullrank
  • 77. 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
  • 78. MAP SITE PROFILES TO CONVERSIONS Does your site require some sort of profile? Tie the fields of that profile to measurement. @ipullrank
  • 79. USERREPORT.COM Survey your users for free and get their demographic data into GA: http://www.userreports.com @ipullrank
  • 80. 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
  • 81. MEASUREMENT HAS NEVER BEEN MORE ADVANCED There are those that don’t understand the ROI of Content Marketing. At this point there it has never been easier to get as granular as you’d like to prove that return on investment. All that is required is proper planning. @ipullrank
  • 82. ACT FOURPITCHING INTERNALLYContent pitches that failed and how toovercome them
  • 83. 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
  • 84. 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
  • 85. 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
  • 86. 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
  • 87. 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
  • 88. RESOLUTION #3: BETTER MEASUREMENT PLANNING Build your measurement around the business objectives and things that actually show the positive affects of revenue. @ipullrank
  • 89. 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
  • 90. 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
  • 91. ACT FIVEEXAMPLES13 examples of real companiesperforming impressive contentmarketing
  • 92. MOVOTO & REALTOR.COM INFOGRAPHICS http://bit.ly/UkA10s @ipullrank
  • 93. DELIVER MAGAZINE BY UNITED STATES POSTAL SERVICE http://www.delivermagazine.com/ @ipullrank
  • 94. ECOMAGINATION BY GENERAL ELECTRIC http://www.ecomagination.com/ @ipullrank
  • 95. LIVE BETTER AMERICA BY AMERICA ONLINE http://www.livebetteramerica.com/ @ipullrank
  • 96. PREGNANCY.COM BY JOHNSON & JOHNSON http://www.pregnancy.com/ @ipullrank
  • 97. BEINGGIRL.COM BY TAMPAX Does your site require some sort of profile? Tie the fields of that profile to measurement. @ipullrank
  • 98. FITSTUDIO BY SEARS http://www.fitstudio.com/ @ipullrank
  • 99. PETSIDE http://www.petside.com @ipullrank
  • 100. OPEN FORUM BY AMERICAN EXPRESS http://www.openforum.com/ @ipullrank
  • 101. MINT LIFE BY MINT.COM http://www.openforum.com/ @ipullrank
  • 102. RESPONSIBILITY PROJECT BY LIBERTY MUTUAL http://responsibility-project.libertymutual.com/ @ipullrank
  • 103. HOME MADE SIMPLE BY PROCTOR & GAMBLE http://www.homemadesimple.com/en-us/pages/home.aspx @ipullrank
  • 104. ACT SIXACTION ITEMSWhat should Real Estate marketersdo with all of this information?
  • 105. INVEST IN HIGH QUALITY EDITORIAL CONTENT ON YOUR SITE Focus on what your audience wants and create remarkable content that speaks to their needs @ipullrank
  • 106. PADMAPPER – EMBRACE INNOVATIVE CONTENT Don’t be like Craigslist http://bit.ly/MI9GZx support innovators in the space. @ipullrank
  • 107. TURN OPEN HOUSES INTO ONLINE EVENTS Eliminate the distance between what happens on and offline by turning what you already do into content @ipullrank
  • 108. GUEST POSTING ON QUALITY WEBSITES Wouldn’t you want to steal visitors from Zillow.com? @ipullrank
  • 109. GUEST POST HIGH QUALITY CONTENT Spend the time and resources to create evergreen content and place on highly authoritative sites @ipullrank
  • 110. BLOGS TWEETS VIDEO ADS UGC PLUGINS COMICS COMMENTS PRODUCTS UI ELEMENTS INFOGRAPHICSPHOTOS CONTENT MARKETING SERVICES DIVERSIFY YOUR CONTENT TYPESANIMATIONS PHYSICAL SPACE SLIDE DECKS PRINT MATERIAL DATA PRESS APIS PDFS TOOLS EVENTS PLATFORMS @ipullrank
  • 111. REMEMBER CONTENT MARKETING IS A LONG TERM PLAY Be consistent and plan for a long term strategy with key milestones (Image c/o @randfish) @ipullrank
  • 112. MAKE A COMMITMENT TO CONTENT @ipullrank
  • 113. THANK YOU / Q&A MICHAEL KING Director of Inbound Marketing www.iacquire.com mike@iacquire.com @iPullRank @ipullrank