SCALING QUALITY
How to make remarkable content at scale for marketing success

@iPullRank
DOWNLOAD THIS DECK
http://iacq.co/scaling-quality

@iPullRank
So Everybody’s talking about content…

iacquire.com

@iPullRank
…And expects this…

iacquire.com

Eloqua released a recent study comparing Content Marketing and Paid Search showing the C...
…And lots of this…

iacquire.com

@iPullRank
…Really users react like this…

iacquire.com

@iPullRank
…and this…

iacquire.com

Most content is not made with a given audience in mind and it falls flat because no one cares.

...
…and this

iacquire.com

@iPullRank
BECAUSE YOUR
CONTENT
LOOKS LIKE
THIS…
Ugh. Make it stop.

iacquire.com

@iPullRank
BECAUSE YOUR
CONTENT
LOOKS LIKE
THIS…
Ugh. Make it stop.

iacquire.com

@iPullRank
SERIOUSLY IN
2013 THERE
IS NO0000000
EXCUSE FOR
BAD CONTENT
There are far too many costeffective resources out there
to se...
there’s more data than ever…

…on how users think and what they are interested in. Why are we
still making so much stuff t...
One of seo’s issues is this…
CONTENT STRATEGY
“A shared set of goals, guiding principles, and
success metrics that guides ...
Content strategy Is the answer

iacquire.com

Content Strategy is understanding the who, what, when, why and how of conten...
TWEETS

ADS

BLOGS

VIDEO

UGC
COMICS

PLUGINS

PRODUCTS

COMMENTS

INFOGRAPHICS

UI ELEMENTS

Diversify content types

PH...
Focus on the roi

See my mozcon Deck:
http://iacq.co/YHXlZa
iacquire.com

@iPullRank
Map content to kpis

Iacquire.com

The main objective is to show business value, not just like and share counts. We tie ou...
Tools for a quality strategy

CONTENT PLANNING

@iPullRank
Mural.ly

iacquire.com

Leverage Mural.ly for planning content across your team - http://www.mural.ly

@iPullRank
Storyboard that

iacquire.com

Build out story boards for Creative people to follow when creating your content - http://ww...
balsamiq

iacquire.com

Build WYSIWYG wireframes - http://www.balsamiq.com

@iPullRank
trello

iacquire.com

Trello is a free project management software that is perfect for content planning and execution http...
Great content has great structure

iacquire.com

Use images, bullets, formatting to capture the attention of more people. ...
Ways to find things people care about

FINDING GOOD IDEAS

@iPullRank
build personas

iacquire.com

At iAcquire our audience-focused SEO and Social process leverages data partnerships with Nie...
followerwonk

iacquire.com

Use the word clouds from your followers or a competitor’s to develop co-relevant content ideas...
Simplymeasured + tagcrowd

iacquire.com

Using SimplyMeasured’s free follower report with tag crowd gets you insights from...
Social trends

iacquire.com

Bottlenose’s Sonar feature allows you to identify what terms are showing up in social media w...
quora

iacquire.com

Pose and/or identify questions using Question & Answer forum Quora to determine how popular an idea w...
Keyword research

iacquire.com

Use keyword research tools to vet content ideas, they are a direct look into the psyche of...
Crowdsource ideas

iacquire.com

Can’t come up with an idea? Use Yutongo to crowdsource it http://ideation.yutongo.com/

@...
There’s way too much data out there…

DATA COLLECTION SOURCES

@iPullRank
Surveymonkey Audience

iacquire.com

Get custom data right from your audience with SurveyMonkey Audience http://www.survey...
Google consumer surveys

iacquire.com

Do the same with Google Consumer Surveys: http://www.google.com/insights/consumersu...
Google Public Data

iacquire.com

http://www.google.com/publicdata/directory

@iPullRank
Marketing charts

iacquire.com

Marketing Charts is an interesting site with hundreds of random data points about random t...
Consumer Barometer

iacquire.com

Consumer Barometer is a microsite by Google that features data on consume buying behavio...
Zanran

iacquire.com

ZanRan is a search engine for data & stats http://www.zanran.com/

@iPullRank
Data Market

iacquire.com

Data source aggregator http://www.datamarket.com

@iPullRank
datahub

iacquire.com

Data source search engine http://www.datahub.io

@iPullRank
Get The Data

iacquire.com

Question based Data Search Engine http://getthedata.org/

@iPullRank
Data360

iacquire.com

News-driven data http://www.data360.org

@iPullRank
Great resources to get your content made for you

QUALITY OUTSOURCING

@iPullRank
99designs

iacquire.com

Get creatives to compete for your business http://www.99designs.com

@iPullRank
dribbble

iacquire.com

Identify Creatives in your area to hire based on the pre-existing work. http://www.dribbble.com

@...
Contently

iacquire.com

Organize high quality writers into a content calendar, manage their pitches and their submissions...
skyword

iacquire.com

Organize high quality writers into a content calendar, manage content. http://www.skyword.com

@iPu...
PlagTracker

iacquire.com

Check if the article submissions are original or not http://www.plagtracker.com

@iPullRank
grammarly

iacquire.com

Check the grammar of article submissions at scale http://www.grammar.ly

@iPullRank
Example outsource workflow

iacquire.com

@iPullRank
You can do it yourself

TOOLS FOR QUALITY CONTENT

@iPullRank
CAN YOU WRITE?

iacquire.com

@iPullRank
iacquire.com

@iPullRank
CAN YOU UPLOAD PICTURES?

iacquire.com

@iPullRank
THEN YOU CAN MAKE GREAT
CONTENT YOURSELF

iacquire.com

@iPullRank
Infogr.am

iacquire.com

http://www.infogr.am

@iPullRank
piktochart

iacquire.com

http://www.piktochart.com

@iPullRank
Google fusion tables

iacquire.com

http://www.google.com/drive/apps.html#fusiontables

@iPullRank
ICHARTS
Make charts and infographcis
from google docs
http://www.icharts.com

iacquire.com

@iPullRank
Dipity

iacquire.com

http://www.dipity.com

@iPullRank
pressbooks

iacquire.com

http://www.pressbooks.com

@iPullRank
storybird

iacquire.com

http://www.storybird.com

@iPullRank
kuler

iacquire.com

http://kuler.adobe.com

@iPullRank
Adobe edgefonts

iacquire.com

https://edgewebfonts.adobe.com/

@iPullRank
Example in-house workflow

iacquire.com

@iPullRank
This can be difficult, let me help

COMMUNICATING WITH CREATIVES

@iPullRank
THIS IS YOU STARTING A CONTENT PROJECT
YAY! WE’RE MAKING
CONTENT!

Iacquire.com

@iacquire
This is You after you get it back FROM THE CREATIVES…

Iacquire.com

@iacquire
your communication leaves creatives

Iacquire.com

@iacquire
I wrote a long post about it

Iacquire.com

I reached out to some SEOs involved in remarkable content projects and asked t...
The data viz brief

Story / Background

Copy

Audience

Wireframe
Data

Iacquire.com

Look & Feel

@iacquire
Audience, Story, visual description
Target Audience
Men and women ages 21+ who are interested in topics in the marketing i...
data
How Moviegoers Hear About Movies
For most people, movie trailers are still the “first look”
they are intended to be.
...
Wireframe with copy

Iacquire.com

We’ll also hand the copy off in the deck, but here it is laid out on the wireframe.

@i...
The end result

Iacquire.com

@iacquire
Being creative is actually not that hard at all

MAKING A SCROLLER IN 5 MINUTES

@iPullRank
You plenty of resources out there to learn HTML, CSS and
should learn to code
There’s
JavaScript at the minimum. Learning ...
Make/procure an image

iacquire.com

@iPullRank
Save as .svg

iacquire.com

@iPullRank
Use the link setting

iacquire.com

@iPullRank
Put skrollr in your html

iacquire.com

Download Skrollr: https://github.com/Prinzhorn/skrollr

@iPullRank
Open your .svg file
Vector coordinates
In this file Adobe Illustrator has generated the
path coordinates needed for the pa...
Add the css to path tags
css style attribute
This style attribute was predefined in the example
code. I’m using it here to...
You now have a path drawing scroller

iacquire.com

@iPullRank
A word from my sponsor

WRAPPING UP

@iPullRank
we do all of this at iacquire

I direct Marketing and Digital Strategy at iAcquire. Content Strategy
and building quality ...
Comingis a new product from iAcquire for connecting high
soon
ClearVoice
quality content creators and a publishers at scal...
I’m out!

iacquire.com

@iPullRank
wwww.iacquire.com

Thank you / Q&A
Michael King
Director of Inbound Marketing
@iPullRank
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Scaling Quality v1.2

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Scaling Quality v1.2

  1. 1. SCALING QUALITY How to make remarkable content at scale for marketing success @iPullRank
  2. 2. DOWNLOAD THIS DECK http://iacq.co/scaling-quality @iPullRank
  3. 3. So Everybody’s talking about content… iacquire.com @iPullRank
  4. 4. …And expects this… iacquire.com Eloqua released a recent study comparing Content Marketing and Paid Search showing the CPL for Content Marketing is substantially lower than Paid Search over time. @iPullRank
  5. 5. …And lots of this… iacquire.com @iPullRank
  6. 6. …Really users react like this… iacquire.com @iPullRank
  7. 7. …and this… iacquire.com Most content is not made with a given audience in mind and it falls flat because no one cares. @iPullRank
  8. 8. …and this iacquire.com @iPullRank
  9. 9. BECAUSE YOUR CONTENT LOOKS LIKE THIS… Ugh. Make it stop. iacquire.com @iPullRank
  10. 10. BECAUSE YOUR CONTENT LOOKS LIKE THIS… Ugh. Make it stop. iacquire.com @iPullRank
  11. 11. SERIOUSLY IN 2013 THERE IS NO0000000 EXCUSE FOR BAD CONTENT There are far too many costeffective resources out there to settle for bad content iacquire.com @iPullRank
  12. 12. there’s more data than ever… …on how users think and what they are interested in. Why are we still making so much stuff that no one cares about? iacquire.com @iPullRank
  13. 13. One of seo’s issues is this… CONTENT STRATEGY “A shared set of goals, guiding principles, and success metrics that guides the creation, delivery, and governance of content across an organization.” CONTENT MARKETING “Multichannel custom publishing.” @halvorson iacquire.com @iPullRank
  14. 14. Content strategy Is the answer iacquire.com Content Strategy is understanding the who, what, when, why and how of content. Following this process we will build content with an inherent audience, workflow and governance. @iPullRank
  15. 15. TWEETS ADS BLOGS VIDEO UGC COMICS PLUGINS PRODUCTS COMMENTS INFOGRAPHICS UI ELEMENTS Diversify content types PHOTOS SERVICES PHYSICAL SPACE ANIMATIONS PRINT MATERIAL SLIDE DECKS PRESS DATA APIS iacquire.com TOOLS EVENTS PLATFORMS PDFS @iPullRank
  16. 16. Focus on the roi See my mozcon Deck: http://iacq.co/YHXlZa iacquire.com @iPullRank
  17. 17. Map content to kpis Iacquire.com The main objective is to show business value, not just like and share counts. We tie our KPIs to and our content the proper phase of the consumer decision journey to show how Social has affected the business goals. @iacquire
  18. 18. Tools for a quality strategy CONTENT PLANNING @iPullRank
  19. 19. Mural.ly iacquire.com Leverage Mural.ly for planning content across your team - http://www.mural.ly @iPullRank
  20. 20. Storyboard that iacquire.com Build out story boards for Creative people to follow when creating your content - http://www.storyboardthat.com @iPullRank
  21. 21. balsamiq iacquire.com Build WYSIWYG wireframes - http://www.balsamiq.com @iPullRank
  22. 22. trello iacquire.com Trello is a free project management software that is perfect for content planning and execution http://www.trello.com @iPullRank
  23. 23. Great content has great structure iacquire.com Use images, bullets, formatting to capture the attention of more people. Define this structure in your styleguide http://www.seomoz.org/blog/10-super-easy-seo-copywriting-tips-for-link-building @iPullRank
  24. 24. Ways to find things people care about FINDING GOOD IDEAS @iPullRank
  25. 25. build personas iacquire.com At iAcquire our audience-focused SEO and Social process leverages data partnerships with Nielsen and Experian in context with Social PPC inventories to build audience and buyer personas that ultimately drive the rest of our solutions. @iPullRank
  26. 26. followerwonk iacquire.com Use the word clouds from your followers or a competitor’s to develop co-relevant content ideas. Beware of the small sample size. http://www.followerwonk.com @iPullRank
  27. 27. Simplymeasured + tagcrowd iacquire.com Using SimplyMeasured’s free follower report with tag crowd gets you insights from a sample size of 10k. http://www.simplymeasured.com + http://www.tagcrowd.com @iPullRank
  28. 28. Social trends iacquire.com Bottlenose’s Sonar feature allows you to identify what terms are showing up in social media which allows you to create co-relevant content with built-in audience. http://www.bottlenose.com @iPullRank
  29. 29. quora iacquire.com Pose and/or identify questions using Question & Answer forum Quora to determine how popular an idea will before putting the effort into creating something. @iPullRank
  30. 30. Keyword research iacquire.com Use keyword research tools to vet content ideas, they are a direct look into the psyche of the population. http://ubersuggest.org/ http://www.google.com/trends https://adwords.google.com/ko/KeywordPlanner/Home @iPullRank
  31. 31. Crowdsource ideas iacquire.com Can’t come up with an idea? Use Yutongo to crowdsource it http://ideation.yutongo.com/ @iPullRank
  32. 32. There’s way too much data out there… DATA COLLECTION SOURCES @iPullRank
  33. 33. Surveymonkey Audience iacquire.com Get custom data right from your audience with SurveyMonkey Audience http://www.surveymonkey.com/audience @iPullRank
  34. 34. Google consumer surveys iacquire.com Do the same with Google Consumer Surveys: http://www.google.com/insights/consumersurveys/ @iPullRank
  35. 35. Google Public Data iacquire.com http://www.google.com/publicdata/directory @iPullRank
  36. 36. Marketing charts iacquire.com Marketing Charts is an interesting site with hundreds of random data points about random things related to marketing http://www.marketingcharts.com/ @iPullRank
  37. 37. Consumer Barometer iacquire.com Consumer Barometer is a microsite by Google that features data on consume buying behaviors http://www.consumerbarometer.com/ @iPullRank
  38. 38. Zanran iacquire.com ZanRan is a search engine for data & stats http://www.zanran.com/ @iPullRank
  39. 39. Data Market iacquire.com Data source aggregator http://www.datamarket.com @iPullRank
  40. 40. datahub iacquire.com Data source search engine http://www.datahub.io @iPullRank
  41. 41. Get The Data iacquire.com Question based Data Search Engine http://getthedata.org/ @iPullRank
  42. 42. Data360 iacquire.com News-driven data http://www.data360.org @iPullRank
  43. 43. Great resources to get your content made for you QUALITY OUTSOURCING @iPullRank
  44. 44. 99designs iacquire.com Get creatives to compete for your business http://www.99designs.com @iPullRank
  45. 45. dribbble iacquire.com Identify Creatives in your area to hire based on the pre-existing work. http://www.dribbble.com @iPullRank
  46. 46. Contently iacquire.com Organize high quality writers into a content calendar, manage their pitches and their submissions. http://www.contently.com @iPullRank
  47. 47. skyword iacquire.com Organize high quality writers into a content calendar, manage content. http://www.skyword.com @iPullRank
  48. 48. PlagTracker iacquire.com Check if the article submissions are original or not http://www.plagtracker.com @iPullRank
  49. 49. grammarly iacquire.com Check the grammar of article submissions at scale http://www.grammar.ly @iPullRank
  50. 50. Example outsource workflow iacquire.com @iPullRank
  51. 51. You can do it yourself TOOLS FOR QUALITY CONTENT @iPullRank
  52. 52. CAN YOU WRITE? iacquire.com @iPullRank
  53. 53. iacquire.com @iPullRank
  54. 54. CAN YOU UPLOAD PICTURES? iacquire.com @iPullRank
  55. 55. THEN YOU CAN MAKE GREAT CONTENT YOURSELF iacquire.com @iPullRank
  56. 56. Infogr.am iacquire.com http://www.infogr.am @iPullRank
  57. 57. piktochart iacquire.com http://www.piktochart.com @iPullRank
  58. 58. Google fusion tables iacquire.com http://www.google.com/drive/apps.html#fusiontables @iPullRank
  59. 59. ICHARTS Make charts and infographcis from google docs http://www.icharts.com iacquire.com @iPullRank
  60. 60. Dipity iacquire.com http://www.dipity.com @iPullRank
  61. 61. pressbooks iacquire.com http://www.pressbooks.com @iPullRank
  62. 62. storybird iacquire.com http://www.storybird.com @iPullRank
  63. 63. kuler iacquire.com http://kuler.adobe.com @iPullRank
  64. 64. Adobe edgefonts iacquire.com https://edgewebfonts.adobe.com/ @iPullRank
  65. 65. Example in-house workflow iacquire.com @iPullRank
  66. 66. This can be difficult, let me help COMMUNICATING WITH CREATIVES @iPullRank
  67. 67. THIS IS YOU STARTING A CONTENT PROJECT YAY! WE’RE MAKING CONTENT! Iacquire.com @iacquire
  68. 68. This is You after you get it back FROM THE CREATIVES… Iacquire.com @iacquire
  69. 69. your communication leaves creatives Iacquire.com @iacquire
  70. 70. I wrote a long post about it Iacquire.com I reached out to some SEOs involved in remarkable content projects and asked them about their processes and such. I also talked to our Creative Director about how to better communicate creative ideas. http://iacq.co/12YMSMo @iacquire
  71. 71. The data viz brief Story / Background Copy Audience Wireframe Data Iacquire.com Look & Feel @iacquire
  72. 72. Audience, Story, visual description Target Audience Men and women ages 21+ who are interested in topics in the marketing industry & may be marketing professionals themselves The entertainment & movie studio industry community Those who are engaged within the SEO and social media space Story There is one industry that starts back at square one when it comes to marketing a new product: the movie industry. Movie studios attempt to build new communities for every individual film in order to have engaged audiences yet abandon these social properties once the film is released. Would a studio’s time and money be better spent continuing to engage audiences? Center social audience focus on the studio itself rather than an individual film? This infographic examines how and what drives moviegoers to spread the word about films and gives studios a better idea of where there focus should be when promoting a new release. Conclusion When choosing or recommending a movie, people don’t care about the studios that make these movies – especially not those in the younger age range. Young people are more likely to recommend a movie through social media, however, and those who are heavy social users are more likely to follow a studio on a social network than an individual film. Younger people get more movie information from social network and TV commercials while older people get more information from TV commercials and print. Methodology Conduct a survey to find out the social behavior of moviegoers as well as how & where they talk about films. Examine different social profiles for individual films as well as movie studios to find trends that are reflected in this data. Utilize existing data to further inform survey and panel data. Iacquire.com We frame the data viz completely with the target audience, the story and oftentimes the methodology and conclusion from whatever data collection exercise we did to give them complete context. @iacquire
  73. 73. data How Moviegoers Hear About Movies For most people, movie trailers are still the “first look” they are intended to be. bar graph 49% Movie trailers 44% TV commercials 35% Recommendations from friends How Moviegoers Choose What to See People select movies based on the emotions they want to experience – causing genre to be the top motivating factor. pie chart 40% Genre 38% Recommendations/reviews 0.2% Studio Iacquire.com We’ll give raw data as well as curated data points to give the designer as much latitude as a possible to tell a visual story @iacquire
  74. 74. Wireframe with copy Iacquire.com We’ll also hand the copy off in the deck, but here it is laid out on the wireframe. @iacquire
  75. 75. The end result Iacquire.com @iacquire
  76. 76. Being creative is actually not that hard at all MAKING A SCROLLER IN 5 MINUTES @iPullRank
  77. 77. You plenty of resources out there to learn HTML, CSS and should learn to code There’s JavaScript at the minimum. Learning minimal code opens up possibilities to make anything you want. Here’s an example… iacquire.com @iPullRank
  78. 78. Make/procure an image iacquire.com @iPullRank
  79. 79. Save as .svg iacquire.com @iPullRank
  80. 80. Use the link setting iacquire.com @iPullRank
  81. 81. Put skrollr in your html iacquire.com Download Skrollr: https://github.com/Prinzhorn/skrollr @iPullRank
  82. 82. Open your .svg file Vector coordinates In this file Adobe Illustrator has generated the path coordinates needed for the path-based scroller we are building. iacquire.com @iPullRank
  83. 83. Add the css to path tags css style attribute This style attribute was predefined in the example code. I’m using it here to show easy it is to make something cool. iacquire.com @iPullRank
  84. 84. You now have a path drawing scroller iacquire.com @iPullRank
  85. 85. A word from my sponsor WRAPPING UP @iPullRank
  86. 86. we do all of this at iacquire I direct Marketing and Digital Strategy at iAcquire. Content Strategy and building quality content at scale is what we do. iacquire.com @iPullRank
  87. 87. Comingis a new product from iAcquire for connecting high soon ClearVoice quality content creators and a publishers at scale. Your one stop for amazing content. http://www.clearvoice.com to find out more. iacquire.com @iPullRank
  88. 88. I’m out! iacquire.com @iPullRank
  89. 89. wwww.iacquire.com Thank you / Q&A Michael King Director of Inbound Marketing @iPullRank
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