• Like

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Scaling Quality v1.2



Published in Business , Technology , Design
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads


Total Views
On SlideShare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. SCALING QUALITY How to make remarkable content at scale for marketing success @iPullRank
  • 2. DOWNLOAD THIS DECK http://iacq.co/scaling-quality @iPullRank
  • 3. So Everybody’s talking about content… iacquire.com @iPullRank
  • 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. …And lots of this… iacquire.com @iPullRank
  • 6. …Really users react like this… iacquire.com @iPullRank
  • 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. …and this iacquire.com @iPullRank
  • 9. BECAUSE YOUR CONTENT LOOKS LIKE THIS… Ugh. Make it stop. iacquire.com @iPullRank
  • 10. BECAUSE YOUR CONTENT LOOKS LIKE THIS… Ugh. Make it stop. iacquire.com @iPullRank
  • 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. 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. 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. 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
  • 16. Focus on the roi See my mozcon Deck: http://iacq.co/YHXlZa iacquire.com @iPullRank
  • 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. Tools for a quality strategy CONTENT PLANNING @iPullRank
  • 19. Mural.ly iacquire.com Leverage Mural.ly for planning content across your team - http://www.mural.ly @iPullRank
  • 20. Storyboard that iacquire.com Build out story boards for Creative people to follow when creating your content - http://www.storyboardthat.com @iPullRank
  • 21. balsamiq iacquire.com Build WYSIWYG wireframes - http://www.balsamiq.com @iPullRank
  • 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. 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. Ways to find things people care about FINDING GOOD IDEAS @iPullRank
  • 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. 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. 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. 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. 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. 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. Crowdsource ideas iacquire.com Can’t come up with an idea? Use Yutongo to crowdsource it http://ideation.yutongo.com/ @iPullRank
  • 32. There’s way too much data out there… DATA COLLECTION SOURCES @iPullRank
  • 33. Surveymonkey Audience iacquire.com Get custom data right from your audience with SurveyMonkey Audience http://www.surveymonkey.com/audience @iPullRank
  • 34. Google consumer surveys iacquire.com Do the same with Google Consumer Surveys: http://www.google.com/insights/consumersurveys/ @iPullRank
  • 35. Google Public Data iacquire.com http://www.google.com/publicdata/directory @iPullRank
  • 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. Consumer Barometer iacquire.com Consumer Barometer is a microsite by Google that features data on consume buying behaviors http://www.consumerbarometer.com/ @iPullRank
  • 38. Zanran iacquire.com ZanRan is a search engine for data & stats http://www.zanran.com/ @iPullRank
  • 39. Data Market iacquire.com Data source aggregator http://www.datamarket.com @iPullRank
  • 40. datahub iacquire.com Data source search engine http://www.datahub.io @iPullRank
  • 41. Get The Data iacquire.com Question based Data Search Engine http://getthedata.org/ @iPullRank
  • 42. Data360 iacquire.com News-driven data http://www.data360.org @iPullRank
  • 43. Great resources to get your content made for you QUALITY OUTSOURCING @iPullRank
  • 44. 99designs iacquire.com Get creatives to compete for your business http://www.99designs.com @iPullRank
  • 45. dribbble iacquire.com Identify Creatives in your area to hire based on the pre-existing work. http://www.dribbble.com @iPullRank
  • 46. Contently iacquire.com Organize high quality writers into a content calendar, manage their pitches and their submissions. http://www.contently.com @iPullRank
  • 47. skyword iacquire.com Organize high quality writers into a content calendar, manage content. http://www.skyword.com @iPullRank
  • 48. PlagTracker iacquire.com Check if the article submissions are original or not http://www.plagtracker.com @iPullRank
  • 49. grammarly iacquire.com Check the grammar of article submissions at scale http://www.grammar.ly @iPullRank
  • 50. Example outsource workflow iacquire.com @iPullRank
  • 51. You can do it yourself TOOLS FOR QUALITY CONTENT @iPullRank
  • 52. CAN YOU WRITE? iacquire.com @iPullRank
  • 53. iacquire.com @iPullRank
  • 54. CAN YOU UPLOAD PICTURES? iacquire.com @iPullRank
  • 55. THEN YOU CAN MAKE GREAT CONTENT YOURSELF iacquire.com @iPullRank
  • 56. Infogr.am iacquire.com http://www.infogr.am @iPullRank
  • 57. piktochart iacquire.com http://www.piktochart.com @iPullRank
  • 58. Google fusion tables iacquire.com http://www.google.com/drive/apps.html#fusiontables @iPullRank
  • 59. ICHARTS Make charts and infographcis from google docs http://www.icharts.com iacquire.com @iPullRank
  • 60. Dipity iacquire.com http://www.dipity.com @iPullRank
  • 61. pressbooks iacquire.com http://www.pressbooks.com @iPullRank
  • 62. storybird iacquire.com http://www.storybird.com @iPullRank
  • 63. kuler iacquire.com http://kuler.adobe.com @iPullRank
  • 64. Adobe edgefonts iacquire.com https://edgewebfonts.adobe.com/ @iPullRank
  • 65. Example in-house workflow iacquire.com @iPullRank
  • 66. This can be difficult, let me help COMMUNICATING WITH CREATIVES @iPullRank
  • 68. This is You after you get it back FROM THE CREATIVES… Iacquire.com @iacquire
  • 69. your communication leaves creatives Iacquire.com @iacquire
  • 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. The data viz brief Story / Background Copy Audience Wireframe Data Iacquire.com Look & Feel @iacquire
  • 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. 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. 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. The end result Iacquire.com @iacquire
  • 76. Being creative is actually not that hard at all MAKING A SCROLLER IN 5 MINUTES @iPullRank
  • 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. Make/procure an image iacquire.com @iPullRank
  • 79. Save as .svg iacquire.com @iPullRank
  • 80. Use the link setting iacquire.com @iPullRank
  • 81. Put skrollr in your html iacquire.com Download Skrollr: https://github.com/Prinzhorn/skrollr @iPullRank
  • 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. 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. You now have a path drawing scroller iacquire.com @iPullRank
  • 85. A word from my sponsor WRAPPING UP @iPullRank
  • 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. 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. I’m out! iacquire.com @iPullRank
  • 89. wwww.iacquire.com Thank you / Q&A Michael King Director of Inbound Marketing @iPullRank