Brightonseo presentation 2012

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My Brightonseo deck from the September 2012 event covered the importance of content flow as part of a top quality content strategy. At only 7 minutes long it does not go into huge detail but gives top level reasons why it is important to get it right and how you can test it.

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  • MD ZAZZLE MEDIASPECIFIC AREA OF CONTENT STRATEGY – CONTENT FLOW.EXPLAIN WHAT IT IS, WHY ITS IMPORTANT AND HOW YOU CAN TEST IT.TALK TO A LOT OF CLIENTS WIT CONTENT STRATEGIES AND THEY USUALLY LOOK LIKE THIS
  • BLOG BLOG BLOGI’M HERE TO SAY
  • DON’T MAKE ME PULL THJAT FACE. DON’T KILL YOUR STRATEGY.A GREAT STRATEGY SHOULD HAVE FLOW AND VARIATION
  • FLOW LIKE A GREAT PIECE OF MUSIC.PEAKS AND TROUGHS TO CREATE A VARIED AND ENGAGING STRATEGY
  • THE TROUGHS ARE REGULARS/ STILL IMPORTANTEXAMPLES MIGHT BE 10 WORD REVIEWS, QUICK TIPS ETC
  • EXAMPLE OF A PEAK OR BIG BANGVOICE/XFACTOR FOR TVHIGH STREET HONEYS FOR PRINTBOTH ARE ITERATED ANNUALLY AND SURROUNDED BY REGULARS TO CREATE IMPACT.
  • SO WE KNOW NEED FLOW BUT HOW DO WE STRUCTURE IT?STARTS WITH THE BIG IDEAS…
  • EXAMPLE OF A BIG BANG DATA VISUALISATION. HUGE SUBJECT.IM EXCITED ABOUT THIS AS SPENT 10 YEARS PRIOIR TO AGENCY IN PRINT MEDIA WORKING WITH TRADITIONAL CONTENT.NEW AND GREAT PLACE TO START IS THIS > DATA VISUALISATION PERIODIC TABLE.
  • GREAT EXAMPLE OF WHICH THERE ARE MANY. GOOGLE EXPERIMENTS FOR CHROME IS BASICALLY GOGLE USING DATA VIS AS ITS CONTENT MARKETING STRATEGY FOR CHROME. TAKE A LOOK. GREAT IDEAS
  • 2. LINKBAIT > NOT BUDGET DEPENDENT.TUMBLR FULL OF GREAT EXAMPLES LIKE THIS > ROSS KEMP FOLDSBIGGER BUDGET > INCREDIBOX – GAMIFIED MUSIC PLATFORM THAT ALLOWS YOU TO CREATE MUSIC AND COMPETE IN A LEAGUE FOR THE BEST PIECE.
  • THE BIG QUESTION IS > HOW DO WE KNOW IF WE ARE GETTING THE FLOW RIGHT?KEY IS VISUALISING IT AND NOW I WANT TO SHOW YOU HOW WE DO IT AT ZAZZLE
  • HIGHCHARTS.COM > GREAT OPENSOURCE CHART SITE USED BY LOTS OF SEO SOFTWARE COMPANIES TO VISUALISE DATA IN EASY TO UNDERSTAND WAY.THE BIT THAT MAKES IT EASY IS THIS > THEIR BACK END CODE EDITOR. 2 MINS TO CREATE SOMETHING LIKE THIS…
  • THE ZAZZLE CONTENT FLOW VISUALISATION CHART.VISUALISES FLOW ACROSS OUR THREE MAIN CHANNELS – BLOG – SOCIAL – OFF PAGEY AXIS HOURS SPENT MARKETINGX = DATE – WEEKS, MONTHSLOOK FOR FLAT SPOTS SO YOU CAN EDIT THE CAMPAIGN TO ENSURE CONSISTENT DELIVERY.
  • THAT’S IT FROM ME. THANKS. CONTACT DETAILSTRANSCRIPT ON THE ZAZZLE BLOG AND SLIDESHAREANY QUESTIONS?
  • Brightonseo presentation 2012

    1. 1. FOR MOST PEOPLE CONTENT STRATEGYLOOKS LIKE THIS… BLOG POST BLOG POST BLOG POST @simonpenson
    2. 2. @simonpenson
    3. 3. A GREAT CONTENT SCHEDULE NEEDSPEAKS AND TROUGHS @simonpenson
    4. 4. EXAMPLES OF TROUGHS DAY TO DAY ‘REGULARS’ @simonpenson
    5. 5. EXAMPLE OF A PEAK BIG BANG FOR TV BIG BANG PRINT @simonpenson
    6. 6. STRUCTURING THE PLAN > PEAKS @simonpenson
    7. 7. NO.1 > DATA VISUALISATION > A BIG IDEA http://www.visual-literacy.org/periodic_table/
    8. 8. VISUALISATION EXAMPLE Google uses it: http://www.chromeexperiments.com/
    9. 9. NO.2 > GREAT LINKBAIT > A BIG IDEABIG BUDGET > SMALL BUDGET >INCREDIBOX.COM ROSSKEMPFOLDS270,000 LIKES, 79,000 SHARES, 2200 LINKS PR3 > 36 LINKS > 15500 LIKES
    10. 10. TEST HOW IT FLOWS @simonpenson
    11. 11. VISUALISE FLOW ACROSS EACH CHANNEL HIGHCHARTS.COM STACKED AREA CHART
    12. 12. YOUR FLOW ACROSS EACH CHANNEL Y X CREATION TIME / DATE = FLOW
    13. 13. Simon Penson Zazzle Media @SIMONPENSON WWW.ZAZZLEMEDIA.CO.UK SIMON.PENSON@ZAZZLEMEDIA.CO.UKDOWNLOAD IT > SLIDESHAREREAD IT > THE ZAZZLE BLOG

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