Making Content Marketing More Efficient - #mozcon 2014 by @staceycav

16,652 views
16,465 views

Published on

Tactica, practical tips for making your content marketing efforts more efficient. #mozcon 2014 presentation by Stacey MacNaught.

0 Comments
12 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
16,652
On SlideShare
0
From Embeds
0
Number of Embeds
11,662
Actions
Shares
0
Downloads
55
Comments
0
Likes
12
Embeds 0
No embeds

No notes for slide
  • Explanation of NUF testing… marking your 108 ideas against 3 criteria and culling the weakest.
  • Making Content Marketing More Efficient - #mozcon 2014 by @staceycav

    1. 1. #MozCon Stacey (Cavanagh) MacNaught • Tecmark Scaling Creativity: Making Content Marketing More Efficient @staceycav • stacey.macnaught@tecmark.co.uk
    2. 2. My first voyage into content marketing for link acquisition… #mozcon @staceycav
    3. 3. …didn’t end so well #mozcon @staceycav
    4. 4. #mozcon @staceycav
    5. 5. Failure doesn’t feel ok. #mozcon @staceycav
    6. 6. We set about learning the lessons #mozcon @staceycav
    7. 7. And making our processes scalable #mozcon @staceycav
    8. 8. Best way to waste time & money in content marketing? #mozcon @staceycav
    9. 9. Not understanding your audience #mozcon @staceycav
    10. 10. It’s as awkward as that time I showed South Park to my Nan. #mozcon @staceycav
    11. 11. #mozcon @staceycav
    12. 12. #mozcon @staceycav WTF???
    13. 13. #mozcon @staceycav We needed insight into our audience
    14. 14. #mozcon @staceycav Historically, I’d over-relied on keyword data
    15. 15. Remember that whole (not provided) thing? #mozcon @staceycav
    16. 16. (I’m over it, by the way). #mozcon @staceycav
    17. 17. Honest. #mozcon @staceycav
    18. 18. Keyword data might be disappearing but social data’s on the rise. #mozcon @staceycav
    19. 19. And it helps us to produce content consumer personas #mozcon @staceycav
    20. 20. #mozcon @staceycav These are often different to buyer personas
    21. 21. #mozcon @staceycav
    22. 22. #mozcon @staceycav
    23. 23. #mozcon @staceycav
    24. 24. #mozcon @staceycav
    25. 25. #mozcon @staceycav
    26. 26. #mozcon @staceycav
    27. 27. #mozcon @staceycav
    28. 28. #mozcon @staceycav
    29. 29. #mozcon @staceycav
    30. 30. #mozcon @staceycav
    31. 31. #mozcon @staceycav
    32. 32. #mozcon @staceycav
    33. 33. #mozcon @staceycav Facebook Graph Search Queries for Content Marketers http://www.tecmark.co.uk/facebook-graph-search-queries/
    34. 34. #mozcon @staceycav Tribalytics.com
    35. 35. #mozcon @staceycav Writing content audience personas using social data has cut our outreach time by 40%.
    36. 36. The next major challenge we had to overcome? #mozcon @staceycav
    37. 37. Generating ideas #mozcon @staceycav
    38. 38. #mozcon @staceycav “Nothing is as dangerous as an idea when it’s the only one we have.” -Émile Chartier
    39. 39. Content marketing demands a seemingly endless stream of good ideas. #mozcon @staceycav
    40. 40. #mozcon @staceycav
    41. 41. We needed an efficient means of ideas generation #mozcon @staceycav
    42. 42. Where do you look for inspiration on efficiency? #mozcon @staceycav
    43. 43. #mozcon @staceycav
    44. 44. Efficiency at its best. #mozcon @staceycav
    45. 45. Introducing Bernd Rohrbach #mozcon @staceycav
    46. 46. And his 6-3-5 method of brainwriting #mozcon @staceycav http://blogsession.co.uk/2014/03/635-method-brainwriting/
    47. 47. 108 ideas in 30 minutes #mozcon @staceycav
    48. 48. #mozcon @staceycav https://docs.google.com/spreadsheets/d/1nON4PlvrF5KUpE7_8T3ZrWiLvcj6lof9wUihwyPkJrs/ You need a worksheet
    49. 49. #mozcon @staceycav 6 people
    50. 50. #mozcon @staceycav 30 minutes
    51. 51. #mozcon @staceycav Start with a problem statement, brief or goal
    52. 52. #mozcon @staceycav Round 1
    53. 53. #mozcon @staceycav 5 minutes. 3 ideas
    54. 54. #mozcon @staceycav Pass your sheet on
    55. 55. #mozcon @staceycav Lather. Rinse. Repeat.
    56. 56. #mozcon @staceycav This took us from…
    57. 57. #mozcon @staceycav Not enough ideas
    58. 58. #mozcon @staceycav All the way to…
    59. 59. #mozcon @staceycav Too many ideas
    60. 60. #mozcon @staceycav (Some people are never happy)
    61. 61. The next challenge: narrowing down #mozcon @staceycav
    62. 62. #mozcon @staceycav NUF Testing will help you ditch the weakest
    63. 63. #mozcon @staceycav Ideation Tools
    64. 64. #mozcon @staceycav Simitator.com/generator/twitter
    65. 65. #mozcon @staceycav fivesecondtest.com
    66. 66. #mozcon @staceycav Realtimeboard.com
    67. 67. #mozcon @staceycav Mindnode.com
    68. 68. #mozcon @staceycav coggle.it
    69. 69. #mozcon @staceycav We’ve learnt some valuable asset generation lessons too
    70. 70. #mozcon @staceycav Don’t produce anything….
    71. 71. #mozcon @staceycav Don’t produce anything….yet
    72. 72. #mozcon @staceycav Test everything you can as early as you can
    73. 73. #mozcon @staceycav Headline split testing for Wordpress https://wordpress.org/plugins/title-split-testing-for-wordpress/
    74. 74. #mozcon @staceycav fivesecondtest.com
    75. 75. #mozcon @staceycav Imgur.com + Reddit for visuals
    76. 76. #mozcon @staceycav Imgur.com + Reddit for visuals (H/T @neomammalian)
    77. 77. #mozcon @staceycav Goals first. Format second.
    78. 78. #mozcon @staceycav Bells and whistles aren’t always necessary
    79. 79. #mozcon @staceycav Boring? Ugly? Plain?
    80. 80. #mozcon @staceycav Boring? Ugly? Plain? Linkworthy.
    81. 81. #mozcon @staceycav 100+ inbound linking domains.
    82. 82. #mozcon @staceycav Big brand links
    83. 83. #mozcon @staceycav Links from competitors
    84. 84. #mozcon @staceycav Links from industry press
    85. 85. #mozcon @staceycav Field test your story before investing in making it shiny
    86. 86. #mozcon @staceycav
    87. 87. #mozcon @staceycav
    88. 88. #mozcon @staceycav
    89. 89. #mozcon @staceycav
    90. 90. #mozcon @staceycav Now I’m happy there’s a story and I’ll invest further.
    91. 91. #mozcon @staceycav Finding contacts
    92. 92. #mozcon @staceycav Presspass.me
    93. 93. #mozcon @staceycav Muckrack.com
    94. 94. #mozcon @staceycav Journalisted.com
    95. 95. #mozcon @staceycav The PR Masterclass http://www.alexsingleton.com/the-pr-masterclass/
    96. 96. #mozcon @staceycav Think multiscreen
    97. 97. #mozcon @staceycav Especially if you’re promoting on social media
    98. 98. #mozcon @staceycav http://www.futurebristol.co.uk/
    99. 99. #mozcon @staceycav OMG SHARE ME!!!!!!!!!
    100. 100. #mozcon @staceycav 80% of Twitter traffic is mobile.
    101. 101. #mozcon @staceycav
    102. 102. #mozcon @staceycav WTF???
    103. 103. #mozcon @staceycav Takeaways
    104. 104. #mozcon @staceycav Facebook Graph Search is a gift for content marketers. http://www.tecmark.co.uk/facebook-graph-search-queries/
    105. 105. #mozcon @staceycav 6-3-5 brainwriting is an efficient first stage tactic for ideation.
    106. 106. #mozcon @staceycav Let goals lead format. Bells and whistles need only be applied when you’ve proven they’re warranted.
    107. 107. #mozcon @staceycav Don’t just cater to your audience’s interest. Cater to their screens as well.
    108. 108. #MozCon Stacey (Cavanagh) MacNaught • Tecmark @staceycav • stacey.macnaught@tecmark.co.uk

    ×