0
GETTING
BUY-IN
FOR CONTENT
MARKETING
A MozCon Remix by @iPullRank
….
….
….

@ipullrank
….

How is your socalled “content”
gonna make us
money?
….
….

YOUR TEAM OR CLIENTS
MAY DRIVE YOU TO DRINK
…AND YOU MIGHT FALL
FLAT ON YOUR FACE
How can I get
them to buy this
content
marketing stuff?
YOU NEED A
COMPELLING
DATA-DRIVEN
PITCH
SELL YOUR VISION…
….

BUT ALWAYS
BE READY TO
DO THIS …
….

…CONTENT IS THE GLUE
TO EFFECTIVE MARKETING
YOU MUST TAKE A STAND
ACTONE
RESEARCH

Doing research that sticks
CONTENT MARKETING PROCESS

@ipullrank

This closely mirrors the “New SEO Process” http://www.seomoz.org/blog/the-new-seo-p...
OPPORTUNITY DISCOVERY

LAND OF OPPORTUNITY

Opportunity Discovery is the process of understanding the client’s space in co...
BUSINESS GOALS ARE PARAMOUNT

Understanding and integration of the business
objectives throughout the entire process is in...
MARKET RESEARCH

Every content creator and SEO should have at least a working knowledge of the space, the company and the ...
PERSONAS

PERSONA A

PERSONA B

PERSONA C

PERSONA D

DEMOGRAPHICS

DEMOGRAPHICS

DEMOGRAPHICS

DEMOGRAPHICS

LIFESTYLES

...
QUASI-AD HOC PERSONAS

I outlined a process in my “Understanding Your Audience Using Social Media” Mozinar about how to us...
THE PROBLEM WITH AD HOC PERSONAS

While this approach can be very effective
stakeholders may potentially challenge it beca...
“A major virtue of personas is the
establishment of empathy and
BUT ALWAYS
understanding the individual who uses
BE READY ...
DATA DRIVEN PERSONAS

At iAcquire we have a data-driven approach starting from Nielsen’s PRIZM segments, layering data fro...
INTRODUCING NIELSEN PRIZM

Nielsen’s PRIZM
segments all of the
US into 66
predetermined
types or “codes”

Download this PD...
EXPERIAN SIMMONS

AIO CLUSTERS

MOSAIC TYPE
BY URL

MOSAIC TYPE BY
ONLINE
ACTIVITY

Simmons Mosaic Types: http://www.tetra...
OUTSIDE THE US USE COMSCORE

Check it Out: http://www.comscore.com/Products/Audience_Analytics

@ipullrank
GOOGLE HAS “AFFINITY SEGMENTS”

BUILT IN
PERSONAS
DATA IN
GOOGLE
ANALYTICS

CREATE
CUSTOM
SEGMENTS

Google Affinity Segmen...
GOOGLE CONSUMER SURVEYS

Get very targeted Consumer Data: http://www.google.com/insights/consumersurveys/home

@ipullrank
GOOGLE CONSUMER SURVEYS STEP BY STEP

DEFINE THE
SURVEY TYPE
WRITE
QUESTIONS

SPECIFY
AUDIENCE

GET DATA

Guides to Writin...
HERE’S A PERSONA WORKSHEET

Download the Persona Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Persona-...
SHORTCUT VERSION OF ALL THIS

Pull 10,000 of your Twitter followers from SimplyMeasured and create a WordCloud of their pr...
REAL-TIME KEYWORD RESEARCH ON TWITTER

Use Bottlenose: http://www.bottlenose.com

@ipullrank
CONSUMER DECISION JOURNEY

When planning out a content marketing campaign use the consumer decision journey to determine w...
MAPPING KEYWORD RESEARCH

[flowers]

[when do roses bloom]

[what flowers for a first date]

[buying chrysanthemums]

[flo...
PERFORM PERSONA-BASED KEYWORD RESEARCH

Read the Post: http://ipullrank.com/the-persona-driven-keyword-research-process/

...
TYING CONTENT MARKETING TO THE FUNNEL

Map the content type directly to the customer decision journey to determine where i...
MEASUREMENT PLANNING

You will need determine realistic and specific KPIs with regard to where the content is in the funne...
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 o...
SOCIAL CRAWLYTICS

SOCIAL
CRAWLYTICS
GIVES AWESOME
GRAPHS OF
SHARES BY
NETWORK

Use Social Crawlytics to find out what the...
SOCIAL CRAWLYTICS GIVES SHARE COUNTS BY URL

@ipullrank
ADD ALL OF THIS TO YOUR QUANTITATIVE CONTENT AUDIT

The Content Audit is a great way to understand what is performing alre...
DON’T GO SHOWING ALL
THAT DATA JUST YET!
ACT TWO

GETTING BUY-IN
Build a list of people that want the
content
WHAT’S THE BIG IDEA?

The big idea should thematically govern the content strategy and keep content from being an “isolate...
THE 7 STORY ARCHETYPES

Content Marketing is about turning the brand into a storyteller. Tap into the Jungian story archet...
THE CLIENT-STRATEGIST-AUDIENCE FEEDBACK LOOP

Content is not a one-way street, but a cyclical process between the client’s...
CALL YOUR SHOT

Using the following tactics find a group of people that will commit to engaging with this content and use ...
USE TOPSY TO FIND INTERESTED PARTIES

Use Topsy to find people who shared competitor content: http://www.topsy.com

@ipull...
USE QUORA TO FIND TOPICS + INTERESTED PARTIES

Use Quora to find content ideas to repurpose with a built in audience: http...
FOLLOWERWONK, ABOUT.ME, ZERP.LY, FINDPEOPLEONPLUS

Use the features of your personas (instead of just target keywords) to ...
SHARE RATE & SCRAPE RATE

Determine how far your content will go for a given author by computing the scrape rate and share...
HERE’S AN AUDIENCE WORKSHEET

JUST A LITTLE
SOMETHING TO
HELP YOU KEEP
TRACK OF ALL OF
THOSE PEOPLE

Download the Audience...
CONTENT AS A MAXIMUM VIABLE PRODUCT

Pitch content that supports multiple KPIs and need states within the customer journey...
YOU ARE NOW READY
FOR THE PITCH
ACT THREE
PUT IT ALL TOGETHER
5 tips for highly-effective, actionable
and data-driven content marketing
pitches
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 th...
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 rankin...
ACT FOUR

VALIDATE

Validate what you’ve done through
measurement
WTF IS SHARE OF VOICE?

Share of Voice (SoV) is a traditional advertising term defined as the percentage of possible posit...
KEYWORD-LEVEL DEMOGRAPHICS

To date this is the most powerful thing I’ve contributed to the SEO community. Use it!
http://...
KEYWORD-LEVEL DEMOGRAPHICS BEST PRACTICES

Incentivize the Opt-In
(Communities or Coupons)

Use the appID Cross Property

...
MAP SITE PROFILES TO CONVERSIONS

Does your site require some sort of profile? Tie the fields of that profile to measureme...
USERREPORT.COM

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

@ipullrank
ACT FIVE
OVERCOMING FAILURE
Content pitches that failed and how to
overcome them
FAIL #1: WEAK PRESENTATION

A marketer presents the creation of infographics via email and phone, but doesn’t succeed and ...
RESOLUTION #1: PRESENT A DECK IN-PERSON

Your presentation should not be an email or a phone call, it should be an in-pers...
FAIL #2: LEAVING OUT KEY STAKEHOLDERS

A marketer sells in an idea neglecting to invite key stakeholders only to have that...
RESOLUTION #2: INVITE THEM ALL

Get all of the key stakeholders on board so you don’t have to repeat steps or risk the eng...
FAIL #3: NOT SHOWING THE VALUE

A marketer explains the content strategy using the wrong KPIs and the stakeholders respond...
RESOLUTION #3: BETTER MEASUREMENT PLANNING

Build your measurement around the business objectives and things that actually...
FAIL #4: RELYING ON TOO MUCH DATA

A marketer relies heavily on data to make her case and lambasts the regarded accomplish...
RESOLUTION #4: LET THE STORY DO THE WORK

Don’t use numbers as a weapon to insult your stakeholders, tell a compelling sto...
ACT SIX

THE PITCH
A pitch to the Moz team
I’ve got an idea for you
THE USER’S DILEMMA

There is an underserved user out there – the procrastinator. Some key moz’s solutions expect that user...
THE PROCRASTINATOR’S RESOLUTION

In the absence of certain real-time solutions from Moz the procrastinator turn to other s...
MOZ’S AUDIENCE IS FULL OF PROCRASTINATORS

@ipullrank
RAND SAID IT HIMSELF

@ipullrank
MOZ’S PROBLEM

MozScape API
Domain Authority
Page Authority
Keyword Difficulty

Open Apps
Trust Flow
Citation Flow
Search ...
MOZ’S KEYWORD DIFFICULTY

Moz has the opportunity to continue to lead the pack by improving the keyword difficulty tool.

...
THE PEOPLE WANT A KEYWORD DIFFICULTY API

The people have wanted a keyword difficulty API for years, but I understand that...
MOZ KNOWS 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 th...
MEASUREMENT PLAN

USER CHURN

ACCOUNT
UPGRADES

MOZBOARD
DOWNLOADS

LINKS

SOCIAL SHARES

Make it PRO only feature and mea...
RECAP

TOLD A STORY
OF OVERCOMING
THE MONSTER
IDENTIFIED
THE NEED

You see what I did there?

APPEALED TO
COMPETITIVE
SPIR...
ACT SEVEN

MORE TOOLS

Here are some more tools that I use
for Content Strategy and Content
Marketing
SCREAMING FROG + SEO TOOLS FOR EXCEL

For Quantitative Content Auditing I use Screaming Frog (http://www.screamingfrog.co....
YUTONGO

Crowdsource your ideas with Yutongo: http://www.yutongo.com

@ipullrank
MURAL.LY

Plan content visually with your team to easily translate into pitch decks: http://www.mural.ly

@ipullrank
BALSAMIQ

Build WYSIWYG wireframes for you stakeholders to see what you’re saying: http://www.balsamiq.com

@ipullrank
STORYBOARD THAT

Build out compelling storyboards for stakeholders to follow along your ideas visually:
http://www.storybo...
TRELLO

Build Sharable and Assignable Content Calendars with Trello: http://www.trello.com

@ipullrank
MORE DATA SOURCES

GOOGLE PUBLIC
Incentivize the Opt-In
DATA
(Communities or Coupons)

DATAHUB
Use the appID Cross Propert...
ACT SEVEN

THANK YOU / Q&A
Michael King
Independent Consultant & Trainer

@iPullRank
Upcoming SlideShare
Loading in...5
×

Getting Buy-In for Content Marketing (MozCon Remix)

1,601

Published on

Published in: Career, Business, Technology
0 Comments
17 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,601
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
47
Comments
0
Likes
17
Embeds 0
No embeds

No notes for slide

Transcript of "Getting Buy-In for Content Marketing (MozCon Remix)"

  1. 1. GETTING BUY-IN FOR CONTENT MARKETING A MozCon Remix by @iPullRank
  2. 2. ….
  3. 3. ….
  4. 4. …. @ipullrank
  5. 5. …. How is your socalled “content” gonna make us money?
  6. 6. ….
  7. 7. …. YOUR TEAM OR CLIENTS MAY DRIVE YOU TO DRINK
  8. 8. …AND YOU MIGHT FALL FLAT ON YOUR FACE
  9. 9. How can I get them to buy this content marketing stuff?
  10. 10. YOU NEED A COMPELLING DATA-DRIVEN PITCH
  11. 11. SELL YOUR VISION…
  12. 12. …. BUT ALWAYS BE READY TO DO THIS …
  13. 13. …. …CONTENT IS THE GLUE TO EFFECTIVE MARKETING YOU MUST TAKE A STAND
  14. 14. ACTONE RESEARCH Doing research that sticks
  15. 15. CONTENT MARKETING PROCESS @ipullrank This closely mirrors the “New SEO Process” http://www.seomoz.org/blog/the-new-seo-process-quit-being-kanye
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. PERSONAS PERSONA A PERSONA B PERSONA C PERSONA D DEMOGRAPHICS 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
  20. 20. 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-socialmedia @ipullrank
  21. 21. 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
  22. 22. “A major virtue of personas is the establishment of empathy and BUT ALWAYS understanding the individual who uses BE READY TO the product” -Donald A. Norman, Nielsen Norman Group DO THIS …
  23. 23. 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
  24. 24. 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
  25. 25. EXPERIAN SIMMONS AIO CLUSTERS MOSAIC TYPE BY URL MOSAIC TYPE BY ONLINE ACTIVITY Simmons Mosaic Types: http://www.tetrad.com/pub/documents/agsmosaiclist.pdf @ipullrank
  26. 26. OUTSIDE THE US USE COMSCORE Check it Out: http://www.comscore.com/Products/Audience_Analytics @ipullrank
  27. 27. GOOGLE HAS “AFFINITY SEGMENTS” BUILT IN PERSONAS DATA IN GOOGLE ANALYTICS CREATE CUSTOM SEGMENTS Google Affinity Segments: http://www.google.com/think/products/affinity-segments.html @ipullrank
  28. 28. GOOGLE CONSUMER SURVEYS Get very targeted Consumer Data: http://www.google.com/insights/consumersurveys/home @ipullrank
  29. 29. GOOGLE CONSUMER SURVEYS STEP BY STEP DEFINE THE SURVEY TYPE WRITE QUESTIONS SPECIFY AUDIENCE GET DATA Guides to Writing Surveys: http://help.surveymonkey.com/categories/creating-designing-surveys/designtutorials-troubleshooting/create-design-tutorials @ipullrank
  30. 30. HERE’S A PERSONA WORKSHEET Download the Persona Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Persona-Worksheet.xlsx @ipullrank
  31. 31. SHORTCUT VERSION OF ALL THIS Pull 10,000 of your Twitter followers from SimplyMeasured and create a WordCloud of their profiles to quickly understand what topics the audience is interested in: http://www.simplymeasured.com http://www.tagcrowd.com @ipullrank
  32. 32. REAL-TIME KEYWORD RESEARCH ON TWITTER Use Bottlenose: http://www.bottlenose.com @ipullrank
  33. 33. 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
  34. 34. 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
  35. 35. PERFORM PERSONA-BASED KEYWORD RESEARCH Read the Post: http://ipullrank.com/the-persona-driven-keyword-research-process/ @ipullrank
  36. 36. 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
  37. 37. 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
  38. 38. BUT WHAT ARE OUR COMPETITORS DOING? ….
  39. 39. 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://developers.facebook.com/docs/reference/plugins/recommendations/ @ipullrank
  40. 40. SOCIAL CRAWLYTICS SOCIAL CRAWLYTICS GIVES AWESOME GRAPHS OF SHARES BY NETWORK Use Social Crawlytics to find out what the best performing content for competitors http://www.socialcrawlytics.com @ipullrank
  41. 41. SOCIAL CRAWLYTICS GIVES SHARE COUNTS BY URL @ipullrank
  42. 42. ADD ALL OF THIS TO YOUR QUANTITATIVE CONTENT AUDIT The Content Audit is a great way to understand what is performing already so you can make the case to make more of it. Pull in Traffic, Social Shares, Time On Site and Conversions. @ipullrank
  43. 43. DON’T GO SHOWING ALL THAT DATA JUST YET!
  44. 44. ACT TWO GETTING BUY-IN Build a list of people that want the content
  45. 45. 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
  46. 46. 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/383348/7story-archetypes-and-how-they-can-dramatically-improve-your-marketing @ipullrank
  47. 47. 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
  48. 48. 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
  49. 49. USE TOPSY TO FIND INTERESTED PARTIES Use Topsy to find people who shared competitor content: http://www.topsy.com @ipullrank
  50. 50. USE QUORA TO FIND TOPICS + INTERESTED PARTIES Use Quora to find content ideas to repurpose with a built in audience: http://www.quora.com @ipullrank
  51. 51. FOLLOWERWONK, ABOUT.ME, ZERP.LY, FINDPEOPLEONPLUS Use the features of your personas (instead of just target keywords) to find people using: http://www.followerwonk.com , http://about.me, http://zerply.com and http://findpeopleonplus.com @ipullrank
  52. 52. 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-rateand-shareability-rate/ (original Scrape Rate concept by @pointblankseo) @ipullrank
  53. 53. 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
  54. 54. CONTENT AS A MAXIMUM VIABLE PRODUCT Pitch content that supports multiple KPIs and need states within the customer journey as well as keeps the barrier to entry high for the competitors. @ipullrank
  55. 55. YOU ARE NOW READY FOR THE PITCH
  56. 56. ACT THREE PUT IT ALL TOGETHER 5 tips for highly-effective, actionable and data-driven content marketing pitches
  57. 57. THE FOCUS IS THE STORY Tell a compelling story and answer a key issue using your data as a to drive it home @ipullrank
  58. 58. TIE EVERYTHING DIRECTLY TO ROI Everything you suggest should be directly explained in context of the ROI @ipullrank
  59. 59. TAILOR IT DIRECTLY TO THE STAKEHOLDERS Everything you show should address the concerns of the stakeholders; anticipate their questions @ipullrank
  60. 60. IT BETTER BE BEAUTIFUL Invest the time to make your pitch look beautiful and professional @ipullrank
  61. 61. SPEAK THEIR LANGUAGE Speak in terms the stakeholders understand for example “share of voice” rather than number of rankings @ipullrank
  62. 62. ACT FOUR VALIDATE Validate what you’ve done through measurement
  63. 63. 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
  64. 64. 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
  65. 65. KEYWORD-LEVEL DEMOGRAPHICS BEST PRACTICES Incentivize the Opt-In (Communities or Coupons) Use the appID Cross Property Just track the persona Cookie and Remarket I have a half-finished Wordpress plugin. If you’d find that useful tweet at me and let me know. @ipullrank
  66. 66. MAP SITE PROFILES TO CONVERSIONS Does your site require some sort of profile? Tie the fields of that profile to measurement. See my post on how to segment and measure users: http://moz.com/blog/what-i-learned-from-scraping-seomozs-active-user-base @ipullrank
  67. 67. USERREPORT.COM Survey your users for free and get their demographic data into GA: http://www.userreports.com @ipullrank
  68. 68. ACT FIVE OVERCOMING FAILURE Content pitches that failed and how to overcome them
  69. 69. 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
  70. 70. 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
  71. 71. 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
  72. 72. 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
  73. 73. 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
  74. 74. RESOLUTION #3: BETTER MEASUREMENT PLANNING Build your measurement around the business objectives and things that actually show the positive affects of revenue. @ipullrank
  75. 75. 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
  76. 76. 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
  77. 77. ACT SIX THE PITCH A pitch to the Moz team I’ve got an idea for you
  78. 78. 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
  79. 79. THE PROCRASTINATOR’S RESOLUTION In the absence of certain real-time solutions from Moz the procrastinator turn to other sources. @ipullrank
  80. 80. MOZ’S AUDIENCE IS FULL OF PROCRASTINATORS @ipullrank
  81. 81. RAND SAID IT HIMSELF @ipullrank
  82. 82. MOZ’S PROBLEM MozScape API Domain Authority Page Authority Keyword Difficulty Open Apps Trust Flow Citation Flow Search Flow Majestic is rapidly chipping away at Moz’s advantages and solving the procrastinator’s dilemma. Their Search Flow tool allows users to see a keyword difficulty score for 150 keywords at once. @ipullrank
  83. 83. MOZ’S KEYWORD DIFFICULTY Moz has the opportunity to continue to lead the pack by improving the keyword difficulty tool. @ipullrank
  84. 84. 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
  85. 85. MOZ KNOWS IT’S AWESOME The secret is that it’s underrated because you can only do 5 keywords at a time! @ipullrank
  86. 86. USERS EXPECT MORE OF MOZ NOW With the new funding, users expect Moz to be able to work magic. @ipullrank
  87. 87. 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
  88. 88. MEASUREMENT PLAN USER CHURN ACCOUNT UPGRADES MOZBOARD DOWNLOADS LINKS SOCIAL SHARES Make it PRO only feature and measure the effect it has on user churn, account upgrades, mozbar downloads and links and social shares of the Mozbar download page in context of the user profile @ipullrank
  89. 89. RECAP TOLD A STORY OF OVERCOMING THE MONSTER IDENTIFIED THE NEED You see what I did there? APPEALED TO COMPETITIVE SPIRIT TIED TO REVENUE @ipullrank
  90. 90. ACT SEVEN MORE TOOLS Here are some more tools that I use for Content Strategy and Content Marketing
  91. 91. SCREAMING FROG + SEO TOOLS FOR EXCEL For Quantitative Content Auditing I use Screaming Frog (http://www.screamingfrog.co.uk/seo-spider/) and SEOTools for Excel (http://nielsbosma.se/projects/seotools/) to crawl the site and then pull Social Shares and analytics numbers. @ipullrank
  92. 92. YUTONGO Crowdsource your ideas with Yutongo: http://www.yutongo.com @ipullrank
  93. 93. MURAL.LY Plan content visually with your team to easily translate into pitch decks: http://www.mural.ly @ipullrank
  94. 94. BALSAMIQ Build WYSIWYG wireframes for you stakeholders to see what you’re saying: http://www.balsamiq.com @ipullrank
  95. 95. STORYBOARD THAT Build out compelling storyboards for stakeholders to follow along your ideas visually: http://www.storyboardthat.com @ipullrank
  96. 96. TRELLO Build Sharable and Assignable Content Calendars with Trello: http://www.trello.com @ipullrank
  97. 97. MORE DATA SOURCES GOOGLE PUBLIC Incentivize the Opt-In DATA (Communities or Coupons) DATAHUB Use the appID Cross Property MARKETING CHARTS Just track the persona GOOGLE CONSUMER BAROMETER Cookie and Remarket I have a half-finished Wordpress plugin. If you’d find that useful tweet at me and let me know. @ipullrank
  98. 98. ACT SEVEN THANK YOU / Q&A Michael King Independent Consultant & Trainer @iPullRank
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×