Scaling Quality v1.3
 

Scaling Quality v1.3

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Scaling Quality v1.3 Scaling Quality v1.3 Presentation Transcript

  • SCALING QUALITY V1.4 HOW TO MAKE REMARKABLE CONTENT AT SCALE FOR MARKETING SUCCESS MICHAEL KING
  • DOWNLOAD: HTTP://BIT.LY/SCALING-QUALITY13 MICHAEL KING
  • 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 quality stuff.
  • …on how users think and what they are interested in. Why are we still making so much stuff that no one cares about?
  • …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. 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.”
  • • 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 governance.
  • PRESS BLOGS VIDEO UGC COMICS PRODUCTS PHYSICAL SPACE ADS PHOTOS INFOGRAPHICS SERVICES EVENTS UI ELEMENTS PDFS TOOLS APIS ANIMATIONS COMMENTS DATA PLATFORMS PRINT MATERIALSLIDE DECKS PLUGINS TWEETS
  • 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- mozcon-remix
  • 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 - http://www.storyboardthat.com
  • 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 workflow. http://www.gliffy.com
  • 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 styleguide http://www.seomoz.org/blog/10-super-easy-seo-copywriting-tips-for-link-building
  • 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. http://www.youtube.com/watch?v=z1kRd571bz0
  • 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 see above.
  • 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- strategies.co.uk/mosaicusa2011/html/visualisation.htm
  • 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 other methods.
  • 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.
  • User desires travel, but doesn’t quite know where to go. User is looking to book a complete itinerary User is planning out everything they need to do for the trip. User is traveling from their home to their custom itinerary trip. User has arrived at the destination. User is enjoying their trip. User is heading home. User has had an issue during their trip. User wants to share their trip with friends and family. EXPLORE BOOK PREPARE TRAVEL ARRIVE STAY DEPART PROBLEM REPORT How do I find a place to go? How do I find all the features of the trip I want and book it? What do I need to get ready for this trip? How to do I get to the airport? What if my flight is canceled? What do I do once I land? How to find the things in my itinerary? How do I get back to the airport? Can I take this stuff home? How do I get help when I’m on a trip? Where’s the best place to share my experience online? Trip.Me had no content for any of these phases in the user journey
  • 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 DOWNLOAD: HTTP://BIT.LY/PERSONAS-2014
  • 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/
  • http://www.google.com/publicdata/directory
  • 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
  • YOU CAN DO IT ALL BY YOURSELF
  • http://infogr.am
  • http://piktochart.com
  • http://www.google.com/drive/apps.html#fusiontables
  • 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
  • Audience Wireframe 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. 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.
  • Provide raw data as well as curated data points to give the designer as much latitude as a possible to tell a visual story 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
  • 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 content.
  • I offer digital marketing and training services. I can help your team put what I just talked about into action CONSULTING TRAINING
  • I have a lot of experience building things for brands of all sizes and making them perform. Let’s talk! Through optimization efforts and channel-specific strategies I help brands generate qualified traffic from Organic Search and Social Media. There is no good Content Marketing without Content Strategy. I help brands understand their audiences and develop processes for content creation and maintenance. Brands want to get their messages in front of as many eyeballs as possible right now. I develop and execute plans to get the most value out of digital advertising. Marketing on the web requires speed and technology. I help brands build tailored experiences that get meet their business goals. Earned Media Making What People Want Paid Media Amplification Building Websites I specialize in building websites and content that generate more money through Owned, Earned and Paid media channels.
  • That’s all I’ve got!
  • DOWNLOAD: HTTP://BIT.LY/SCALING-QUALITY13