SCALING QUALITY V1.4 HOW TO MAKE REMARKABLE CONTENT
AT SCALE FOR MARKETING SUCCESS
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.
Most content is not made with a given audience in mind and it falls flat because no one cares. This is
where Content Marketing often fails.
There are far too many cost-effective resources out there to settle for bad content. There are too many out of work art
school kids and journalists looking to create high quality content across various networks for brands to rely on poor
…on how users think and what they are interested in. Why are we still making so much stuff that no one
…they don’t know the difference between Content Marketing and Content Strategy. Most of the content that marketers are
creating is done with no strategy in mind and it falls flat because it doesn’t include enough forethought and planning.
“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 understanding the who, what, when, why and how of content. It’s building systems, processes, and workflows for
content creating, maintenance and promotion. Following this process we will build content with an inherent audience, workflow and
PRINT MATERIALSLIDE DECKS
See my Mozcon 2012 Deck for a detailed presentation of how to build a business case for content mapping it to ROI
through available search volume and CTR: http://www.slideshare.net/ipullrank/getting-buyin-for-content-marketing-
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 fulfill their needs and drive business objectives.
TOOLS FOR QUALITY CONTENT STRATEGY
Leverage Mural.ly for planning content across your team - http://www.mural.ly I also love it for Affinity
Diagramming when building personas.
Build out story boards for Creative people to follow when creating your content -
Build WYSIWYG wireframes to communicate your ideas visually - http://www.balsamiq.com
• Gliffy also great for wireframes as well as process documentation for outlining content governance and
Trello is a free project management software that is perfect for content planning and execution
http://www.trello.com It also allows you to build a content calendar view.
Use images, bullets, formatting to capture the attention of more people. Define this structure in your
WAYS TO FIND THINGS PEOPLE CARE ABOUT
Layering data from Nielsen and Experian in context with Social PPC inventories to allows marketers to build
audience and buyer personas at scale and leverage them as a lens to develop content people want.
In a recent video Google revealed how they are able to model people based on their vast datasets. They are using big
data to build a database of affinities that advertisers can leverage for more effective advertising.
Google has leveraged that data to segment every user across the Google ecosystem into a variety of groups called Affinity Segments.
Even right now advertisers can use this data for targeting. You can have ask your Adwords rep to get the detailed user stories that you
Most importantly you can get the affinity segments and demographic data right in Google Analytics. This data
yields very powerful insights in context of the other dimensions and metrics that GA provides.
While Experian Simmons is quite an expensive tool that is out of reach for many there are free Mosaic Interactive Guides for the US,
Germany, Australia, France, Brazil, Scotland, and Spain. I’ll get you started with the US guide http://guides.business-
One of Moz's key business goals is to increase the number of SMBs that signup for free services that become monthly subscribers.
Therefore the goal of this persona exercise will be to discover a key segment of Moz's audience that is very likely to share and link to
content, but hasn't purchased a Moz Analytics pro membership yet
Identifying the demographics allows to figure out where does the persona fall. Based on this data it’s equally valid to
have a segment that is 25-34 and female desktop user as it is to have one that 55-64 and male mobile user. The
percentages give the likelihood that that person is part of your audience.
I’ve used a combination of Moz’s Q&A, Twitter’s advanced search and data that I scraped from Moz’s user profiles to
uncover user needs. I’ve done it this way because these data sources are available for this site. Another site would require
Facebook Graph Search, Twtrland, and Twitter Advanced Search all allow me to look precisely at the people that are
interested in Moz based and review their demographics to then examine their psychographics based on the other
features of your profile.
This research process yielded a persona that called Mozzy Smurf that is always on the run trying to live the 4-Hour week
lifestyle. He’s an avid traveler, lover of Moz’s content, but he expects more out of the product. Mozzy Smurf would become
a subscriber if their were different pricing options, an iPhone app, multi-seat accounts and more premium content.
The user journey is the path the user must take to fulfill a given need or meet a given goal (which can be a collection of
needs). An example could be the steps a user takes to go on a trip somewhere as seen above. It can be as broad (AIDA,
CEBEA) or as a granular as you’d like it to be. All that matters is that each steps is actionable and you can map it to content.
they need to
do for the
home to their
arrived at the
User has had
User wants to
EXPLORE BOOK PREPARE TRAVEL ARRIVE STAY DEPART PROBLEM REPORT
How do I find
a place to go?
How do I find
features of the
trip I want and
What do I
need to get
ready for this
How to do I
get to the
if my flight is
What do I do
once I land?
How to find
the things in
How do I get
back to the
airport? Can I
take this stuff
How do I get
help when I’m
on a trip?
best place to
Trip.Me had no content for
any of these phases in the
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
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. http://www.quora.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
Can’t come up with an idea? Use Yutongo to crowdsource it http://ideation.yutongo.com/
Stop writing with your eyes closed like this guy. Check out my presentation on personas or read the
12,500 word Moz post: http://moz.com/blog/personas-understanding-the-person-behind-the-visit
THERE’S WAY TOO MUCH DATA OUT THERE TO BE DOING AWFUL CONTENT
Get custom data right from your audience with SurveyMonkey Audience http://www.surveymonkey.com/audience
Do the same with Google Consumer Surveys: http://www.google.com/insights/consumersurveys/
Marketing Charts is an interesting site with hundreds of random data points about random things related
to marketing http://www.marketingcharts.com/
Google’s Consumer Barometer provides data on buying habits around specific product types and what
devices they use to buy them. http://consumerbarometer.com
ZanRan is a search engine for data & stats http://www.zanran.com/
Data source aggregator http://www.datamarket.com
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 with workflow
management tools http://www.contently.com
Organize high quality writers into a content calendar, manage content with this content network and
workflow management tools. http://www.skyword.com
Great custom content created or license content from other sources with http://www.newscred.com
The best mid-level, low commitment content creation solution is CopyPress. The quality of the content is high
and they are also coming out with workflow management tools soon it seems. http://www.copypress.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
Make charts and infographics from google docs http://www.icharts.com
Interactive timelines with http://www.dipity.com
Create interactive books with http://www.storybird.com
Having trouble color coordinating? Kuler can help. http://kuler.adobe.com
Google Font API and Adobe Typekit had a baby. http://edgewebfonts.adobe.com
If the idea of designing something sounds daunting to you check out https://hackdesign.org/ for a free course
HOW TO GET WHAT YOU EXPECTED OUT OF ART SCHOOL KIDS
Every time you say you just want a “clean design” Don Draper takes a shot
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://bit.ly/1s2skQk
Data Look & Feel
CopyStory / Background
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.
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.
Provide raw data as well as curated data points to give the designer as much latitude as a possible to tell a
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 factor.
We’ll also hand the copy off in the deck, but here it is laid out on the wireframe. The images on the right
are the end result of the entire process.
JUST BECAUSE YOU BUILT IT DOESN’T MEAN THEY WILL COME
The folks at Buzzstream wrote the book on content promotion. I don’t have time to speak about it today, but check this out for a complete cross- channel
action plan http://resources.buzzstream.com/advanced-guide-to-content-promotion/ However I will briefly highlight some equations for calculating what is
required for content promotion.
Use this equation to calculate the number of downloads and visitors a given piece of content should generate.
Use this formula to calculate the number of conversions you can expect per dollar spent.
Use these equations to calculate the amount of prospects and the amount of outreach required to build links to your
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Through optimization efforts
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There is no good Content
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Strategy. I help brands
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Brands want to get their
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I develop and execute plans
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