Content Generation - Marketing Festival

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A look at how to come up with great content ideas based on company, campaign, and website goals - find the right personas - and then measure the success of that content.

Published in: Marketing, Technology, Business

Content Generation - Marketing Festival

  1. 1. Content is King @katemorris
  2. 2. The King’s Subjects are Demanding @katemorris
  3. 3. @katemorris
  4. 4. @katemorris
  5. 5. Developing Real Business Content Because we can’t all be Coca-Cola brought to you by… @katemorris
  6. 6. Kate Morris Principal Consultant kate.morris@distilled.net @katemorris @katemorris
  7. 7. I’ve worked with over 40 clients. @katemorris
  8. 8. What is Content? We are not just talking text. @katemorris
  9. 9. Text Content Static – Comments – Blog Posts – Reviews – Product Descriptions @katemorris
  10. 10. Images @katemorris
  11. 11. Video @katemorris
  12. 12. Sound @katemorris
  13. 13. Why Content? (What do I get from it spending my time and resources on content development?) @katemorris
  14. 14. Traffic #1 253% Increase in Traffic @katemorris
  15. 15. Social #2 1.75 million Facebook Likes @katemorris
  16. 16. Conversions #3 47% Increase in Conversions @katemorris
  17. 17. Trust/Brand #4 Client Competitor Head Term @katemorris
  18. 18. But … @katemorris
  19. 19. I have a boring industry/product/company. @katemorris
  20. 20. I don’t know what to write! @katemorris
  21. 21. Everything has been said/done. @katemorris
  22. 22. It’s too much WORK! @katemorris
  23. 23. Getting Past Writer’s Block Step Away. There are no boring industries. Ask your target market. Running a successful business is hard work. Say it again, but better. @katemorris
  24. 24. Developing Content Ideas @katemorris
  25. 25. #1 Define Your Audience @katemorris
  26. 26. Personas #1 OR @katemorris
  27. 27. Example #1 The Independent They are their own boss and help small businesses make it in the big bad world. They create business cards, logos, and pens for realtors. Their home is their office, their pets or children are their co-workers. Inspiration is almost easy but resources are not. Time is seemingly available but in short supply due to the nature of running their business. @katemorris Example Customer Donna Camacho www.linkedin.com/pub/donnacamacho/6/a73/96b
  28. 28. Know them all, focus on one at a time. @katemorris
  29. 29. #2 Define Your Goals No, really, this helps immensely with content. @katemorris
  30. 30. Goals #2 Company | Campaign | Website $1 million in revenue by 2015 Be the best place for the best people to work Sell the technology/idea in 3 years @katemorris
  31. 31. Goals #2 Company | Campaign | Website Sell 100,000 units in the first year. Get coverage in 5 publications. Get 10,000 likes on Facebook. @katemorris
  32. 32. Goals #2 Company | Campaign | Website Increase visits by 50% over last year. Decrease overall site bounce rate by 10%. Increase the conversion rate by 5% site wide. @katemorris
  33. 33. Example #2 Company: Grow global ** business to 100M users Campaign: Drive brand and product awareness on the web. Website: Increase raw organic search visits by 25% YOY **edited to protect the business identity @katemorris
  34. 34. #3 Brainstorming @katemorris
  35. 35. “Ideas are like rabbits. You get a couple and learn how to handle them, and pretty soon you have a dozen.” John Steinbeck (1902-1968) @katemorris
  36. 36. Write Everything Down. Everything. @katemorris
  37. 37. Talk to others, you won’t come up with ideas on your own. @katemorris
  38. 38. #4 Filtering @katemorris
  39. 39. Filtering #4 Adria Saracino @adriasaracino @katemorris
  40. 40. #5 Supporting Information @katemorris
  41. 41. Check out your competitors and do better, or not at all. @katemorris
  42. 42. Competitors #5 Social Advertising Links Press Releases Partnerships Users @katemorris
  43. 43. Find Your Own Databases, Survey, Testing, Interviews @katemorris
  44. 44. Measure Success @katemorris
  45. 45. Measure Start with your goals. @katemorris
  46. 46. Do Things that Impact Your Goals First @katemorris
  47. 47. Measure Not all content is measured the same. @katemorris
  48. 48. Measure Content Type Key Metrics Product/Service Pages Conversions, Visits, Bounce Rate Blog Posts Comments, Shares, Visits Other Resources (Case Studies, Reports) Links, Visits, Shares, Downloads Videos Plays, Shares, Embeds Webinars Attendees, Downloads, Views, Shares Press Releases Total Clips (stories), Visits from stories Images Shares, Bounce Rate Job Pages Visits, Conversion (applications) About Company Visits, Conversion (contact form) Contest Pages Conversions (Sign up, Sales, Coupon Use) @katemorris
  49. 49. Thank You Questions? @katemorris

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