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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 CPL for Content
Marketing is substantially lower than Paid Search over time.

@iPullRank
…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.

@iPullRank
…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 settle for bad content

iacquire.com

@iPullRank
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
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
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
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
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 our KPIs to and our content the
proper phase of the consumer decision journey to show how Social has affected the business goals.

@iacquire
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://www.storyboardthat.com

@iPullRank
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://www.trello.com

@iPullRank
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
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 Nielsen and Experian in
context with Social PPC inventories to build audience and buyer personas that ultimately drive the rest of our solutions.

@iPullRank
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
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
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
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
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
Crowdsource ideas

iacquire.com

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

@iPullRank
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.surveymonkey.com/audience

@iPullRank
Google consumer surveys

iacquire.com

Do the same with Google Consumer Surveys: http://www.google.com/insights/consumersurveys/

@iPullRank
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 things related to marketing
http://www.marketingcharts.com/

@iPullRank
Consumer Barometer

iacquire.com

Consumer Barometer is a microsite by Google that features data on consume buying behaviors
http://www.consumerbarometer.com/

@iPullRank
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

@iPullRank
Contently

iacquire.com

Organize high quality writers into a content calendar, manage their pitches and their submissions.
http://www.contently.com

@iPullRank
skyword

iacquire.com

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

@iPullRank
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 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
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 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
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
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
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 minimal code opens up
possibilities to make anything you want. Here’s an example…

iacquire.com

@iPullRank
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 path-based
scroller we are building.

iacquire.com

@iPullRank
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
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 content at scale is what we do.

iacquire.com

@iPullRank
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
I’m out!

iacquire.com

@iPullRank
wwww.iacquire.com

Thank you / Q&A
Michael King
Director of Inbound Marketing
@iPullRank

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