How to make remarkable content at scale for marketing success
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So Everybody’s talking about content…
…And expects this…
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.
Ugh. Make it stop.
Ugh. Make it stop.
There are far too many costeffective resources out there
to settle for bad content
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?
One of seo’s issues is this…
“A shared set of goals, guiding principles, and
success metrics that guides the creation,
delivery, and governance of content across an
“Multichannel custom publishing.”
Content strategy Is the answer
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.
Diversify content types
Focus on the roi
See my mozcon Deck:
Map content to kpis
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.
Tools for a quality strategy
Leverage Mural.ly for planning content across your team - http://www.mural.ly
Build out story boards for Creative people to follow when creating your content - http://www.storyboardthat.com
Trello is a free project management software that is perfect for content planning and execution http://www.trello.com
Great content has great structure
Use images, bullets, formatting to capture the attention of more people. Define this structure in your styleguide
Ways to find things people care about
FINDING GOOD IDEAS
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.
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
Simplymeasured + tagcrowd
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
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
Pose and/or identify questions using Question & Answer forum Quora to determine how popular an idea will before
putting the effort into creating something.
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
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
Get custom data right from your audience with SurveyMonkey Audience http://www.surveymonkey.com/audience
Google consumer surveys
Do the same with Google Consumer Surveys: http://www.google.com/insights/consumersurveys/
Google Public Data
Marketing Charts is an interesting site with hundreds of random data points about random things related to marketing
Consumer Barometer is a microsite by Google that features data on consume buying behaviors
ZanRan is a search engine for data & stats http://www.zanran.com/
Data source aggregator http://www.datamarket.com
Data source search engine http://www.datahub.io
Get The Data
Question based Data Search Engine http://getthedata.org/
News-driven data http://www.data360.org
Great resources to get your content made for you
Get creatives to compete for your business http://www.99designs.com
Identify Creatives in your area to hire based on the pre-existing work. http://www.dribbble.com
Organize high quality writers into a content calendar, manage their pitches and their submissions.
Organize high quality writers into a content calendar, manage content. http://www.skyword.com
Check if the article submissions are original or not http://www.plagtracker.com
Check the grammar of article submissions at scale http://www.grammar.ly
Example outsource workflow
You can do it yourself
TOOLS FOR QUALITY CONTENT
Example in-house workflow
This can be difficult, let me help
COMMUNICATING WITH CREATIVES
THIS IS YOU STARTING A CONTENT PROJECT
YAY! WE’RE MAKING
This is You after you get it back FROM THE CREATIVES…
your communication leaves creatives
I wrote a long post about it
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
The data viz brief
Story / Background
Look & Feel
Audience, Story, visual description
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
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.
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.
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.
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.
How Moviegoers Hear About Movies
For most people, movie trailers are still the “first look”
they are intended to be.
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
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
Wireframe with copy
We’ll also hand the copy off in the deck, but here it is laid out on the wireframe.
Being creative is actually not that hard at all
MAKING A SCROLLER IN 5 MINUTES
You plenty of resources out there to learn HTML, CSS and
should learn to code
possibilities to make anything you want. Here’s an example…
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.
Comingis a new product from iAcquire for connecting high
quality content creators and a publishers at scale. Your one stop for
amazing content. http://www.clearvoice.com to find out more.