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
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
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
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
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
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
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
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