On the Edge Live Birmingham 2012

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The following is my presentation compiled for On the Edge Birmingham.

It covers off forthcoming changes in digital marketing and how businesses can capitalise using a content-led approach.

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  • SO WE KNOW NEED FLOW BUT HOW DO WE STRUCTURE IT?STARTS WITH THE BIG IDEAS…
  • GADGET GEEK > SEEN NO SUNLIGHT, BUYS SO HE CAN DISMANTLE AND REBUILD HIMSELF – BETTERGROWN UP GADGETEER > PROFEESSIONAL WITH SPARE CASH AND LIKES FINER THINGS BUT IS STILL GADGET BIASEDEARLY ADOPTER > HAS TO BE FIRST AND USES IT AS A STATUS SYMBOL
  • THE TROUGHS ARE REGULARS/ STILL IMPORTANTEXAMPLES MIGHT BE 10 WORD REVIEWS, QUICK TIPS ETC
  • CREATE YOUR MAGAZINE COVER > GREAT PROCESS FOR NAILING YOUR 3 PILLARS
  • SMART INSIGHTS MATRIX > ORGANISES CONTENT TYPE BY EFFECT IT HAS
  • OUR PLAN > WILL SHARE IT WITH ANYONE JUST EMAIL MEBRING IN STATE OF MIND AND EVENTSTHINK ABOUT YOUR BIG IDEAS REGULAR CONTENT BY WEEK
  • OUR PLAN > WILL SHARE IT WITH ANYONE JUST EMAIL MEBRING IN STATE OF MIND AND EVENTSTHINK ABOUT YOUR BIG IDEAS REGULAR CONTENT BY WEEK
  • 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.
  • WHEN IT COMES TO CONTENT IDEAS:REVERSE ENGINEER GREAT CONTENT – TOOLS HELPREVERSE ENGINEER MAGAZINE – TRY TO RECREATE THE ISSUE PLAN
  • THAT’S IT FROM ME. THANKS. CONTACT DETAILSTRANSCRIPT ON THE ZAZZLE BLOG AND SLIDESHAREANY QUESTIONS?
  • On the Edge Live Birmingham 2012

    1. 1. FIRSTLY A BIT ABOUT ME… FORMER MAGAZINE EDITOR TURNED AGENCY OWNER ZAZZLE IS A CONTENT MARKETING AGENCY CORE COMPETENCIES IN CONTENT MARKETING, SOCIAL AND TECHNICAL SEARCH
    2. 2. FOR MOST DIGITAL MARKETING IS ‘SEO’ ‘LINK BUILDING’ META STRATEGY ON PAGE ‘OPTIMISATION’ @simonpenson
    3. 3. IT’S NEVER BEEN ABOUT SEO! @simonpenson
    4. 4. DIGITAL IS LIKE EVERY OTHERMASS MEDIA PLATFORM CONTENT NOT TECHNOLOGY @simonpenson
    5. 5. BUT NOW THEY CAN… @simonpenson
    6. 6. WE SHOULD CELEBRATE @simonpenson
    7. 7. @simonpenson
    8. 8. SAY ‘HELLO’ TO SEMANTIC WEB LANDSCAPE GARDENER BIKINI SUN SALE 80 F SCREEN TESCO BBQ OFFERS @simonpenson
    9. 9. GOOGLE’S PROBLEM! @simonpenson
    10. 10. GOOGLE’S SOLUTION! PENGUIN @simonpenson
    11. 11. THEY’VE CUT OUT THE CRAP SO WECAN BE MARKETERS @simonpenson
    12. 12. DIGITIAL MARKETING IS NOW ABOUTDOING REAL COMPANY SHIT #RCS
    13. 13. BIG IDEA 1 > DATA VISUALISATION
    14. 14. BIG IDEA 2 > VIRAL CAMPAIGNS
    15. 15. BIG IDEA 3 > WIN WIN WIN
    16. 16. THE PROBLEM IS IT’S NEW @simonpenson
    17. 17. THE SOLUTION > A GREAT PROCESS @simonpenson
    18. 18. HOW TO STRUCTURE:THE PLANNING PROCESS STRUCTURE A PLAN BRAINSTORM IDEAS DEFINE PERSONAS UNDERSTAND YOUR AUDIENCE @simonpenson
    19. 19. STEP 1 > UNDERSTAND YOUR AUDIENCE FOCUS GROUPS, KEYWORD & COMPETITOR RESEARCH, SURVEYS @simonpenson
    20. 20. STEP USE PERSONASWHY 2 > BREAK YOUR AUDIENCE DOWN SOCIAL KEYWORD FACEBOOK LISTENING EXPANDER ADVERTS + (Language & (Associations) KEYWORD Behaviour) TOOL (Demographic Size) @simonpenson
    21. 21. STEP 3 > EXAMPLE PERSONAS GADGET GROWN UP EARLY GEEK GADGETEER ADOPTER PRO TIP > ALIGN TO FAMOUS CHARACTERS TO SHARE UNDERSTANDING
    22. 22. STEP 4 > BRAINSTORM IDEAS GO ‘OUT THERE’ THEN REIGN IN @simonpenson
    23. 23. STEP 7 > CONTENT FLOW
    24. 24. CONTENT NEEDS PEAKS AND TROUGHS
    25. 25. STEP 5 > LOOK AROUND FOR HELP CREATE EDITORIAL PILLARS @simonpenson
    26. 26. STEP 6 > UNDERSTAND CONTENT TYPE CONTENT MATRIX BY SMARTINSIGHTS
    27. 27. STEP 7 > CREATE THE 6 MONTH PLAN PLAN, PLAN, PLAN @simonpenson
    28. 28. STEP 7 > WHAT IT LOOKS LIKE @simonpenson
    29. 29. PRO TIP ONE > TEST HOW IT FLOWS @simonpenson
    30. 30. VISUALISE FLOW ACROSS EACH CHANNEL HIGHCHARTS.COM STACKED AREA CHART
    31. 31. YOUR FLOW ACROSS EACH CHANNEL Y X CREATION TIME / DATE = FLOW
    32. 32. PRO TIP 2 > REVERSE ENGINEER MAGAZINES @simonpenson
    33. 33. FLATPLAN IT > WITH YOUR CONTENT
    34. 34. Simon Penson Zazzle Media @SIMONPENSON WWW.ZAZZLEMEDIA.CO.UK SIMON.PENSON@ZAZZLEMEDIA.CO.UKDOWNLOAD IT > SLIDESHAREREAD IT > THE ZAZZLE BLOG

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