How to get internal and external buy in for large and ongoing campaigns. How to create and execute content marketing strategies.

1. How to win fans and influence users.
@chrisbennett
www.97thfloor.com
#searchlove

2. I want to start off by thanking Google.

3. For cute fuzzy Pandas.

4. For weird birds that can’t fly.

5. For crazy fast mini birds that might as well be mythical creatures

6. For merging them into a team of utter destruction.

7. For letting them destroy that which we held dear.

8. Why?

9. Because we were forced to evolve

10. We used to Preach “Content is King”

11. While we were Practicing something different

12. Now we don’t have a choice

13. There is only method to rule them all

15. No more One Demensional KPI’s

16. HELLS YEAH!

17. Lets talk about how get approval

18. For freedom to try big things

19. Freedom to explore

20. Freedom to fail

21. First get approval for one small bit of content

22. An Infographic

23. A video
http://www.youtube.com/watch?v=_joDNOpeWWo

24. An eBook
http://www.salesforcemarketingcloud.com/resources/ebooks/seo-experts-reveal-the-truth-about-marketing/

25. A Blog post

26. Just give me something, anything

27. And MacGyver that Shiz

28. By repurposing content
Gif/Meme
Video
Story
Articles
Interactives
Infographics
Slides
Social Cards

29. By repurposing content

30. What if I told you, “15 minutes or less could get you 35,000 views?”

31. Take an infographic and...

32. Slice it up
http://www.slideshare.net/SoleraNetworks/are-you-a-hackers-target

33. Slice it up

34. http://www.slideshare.net/defensivedriving1/the-7-most-notorious-motorcycle-clubs

35. Embed your Slideshare on your infographic landing page

37. http://www.slideshare.net/DrugRehabdotorg/how-meth-affects-you

38. Work it into
BuzzFeed
16k referrals from BuzzFeed

39. Work it into BuzzFeed
50k+ referrals from BuzzFeed
*Can’t show this one, but = Awesome

40. Blog content case study

42. http://www.octanner.com/blog/2013/01/top-10-coolest-companies-to-work-for-in-boston/

43. Beat a Dead Horse

45. http://www.octanner.com/blog/2013/03/the-11-coolest-companies-to-work-for-in-seattle/

47. http://www.octanner.com/blog/2013/04/top-10-coolest-companies-to-work-for-in-philadelphia/

49. Complementary content
http://www.slideshare.net/OCTannerCompany/denver-slideshare

50. Complementary content
http://www.slideshare.net/OCTannerCompany/denver-slideshare

51. Upcycling content

52. Original Written Pixar Theory, http://jonnegroni.com/2013/07/11/the-pixar-theory/

53. 32 pages Long, 4,602 words
Original Written Pixar Theory, http://jonnegroni.com/2013/07/11/the-pixar-theory/

54. Interactive Version, http://www.pixartheory.com

55. Interactive Version, http://www.pixartheory.com

56. Interactive sticky

57. Optimize for mobile

58. Optimizing for
open graph tags.

59. Optimizing for
!
<title>The Pixar Theory</title>
open graph tags.
<meta property='og:locale' content='en_US'/>
<meta property='og:type' content='article'/>
<meta property='og:title' content='The Pixar Theory an Interactive Story, by @97thfloor
#pixartheory'/>
<meta property='og:description' content='Every Pixar movie is connected. This interactive graphic
tells the story of how and why.'/>
<meta property='og:url' content='http://www.pixartheory.com'/>
<meta property='og:site_name' content='The Pixar Theory'/>
<meta property='og:image' content='http://www.97thfloor.com/wp-content/uploads/2013/07/ThePixar-Theory-share-1.jpg'/>
<meta property='og:image' content='http://www.97thfloor.com/wp-content/uploads/2013/07/ThePixar-Theory-share-2.jpg'/>
<meta property='og:image' content='http://www.97thfloor.com/wp-content/uploads/2013/07/
kitty.jpg'/>
!
More info on setting up, https://developers.facebook.com/docs/opengraph/

60. Optimizing for Twitter Cards
https://dev.twitter.com/docs/cards

61. What to Tweet
Source: http://tracksocial.com/whitepapers

62. On behalf of the little people I would like to accept this Tweet

63. First Week
Use NUVI to blow minds
http://nuviapp.com
Nuvi Can Be
Brutally Honest

64. Know what common terms are
associated

65. Know why spikes occur

66. Over 3k+ Tweets in an hour…
Thanks @techeblog
Link Here

67. Culprit of our
Tweets

68. Know your influencers

69. Total Reach from Original (our) Tweets
6,318,575
Total additional Reach from RT’s 3rd Party Shares
10,801,612
17,120,187
:)

70. HELLS YEAH!

71. Make your content interactive

72. Case Study in Interactive Content, http://www.desk.com/customer-service/how-to-improve-customer-service

73. Desk.com, awesome product that is widely used. Wanted a cool interactive way to explain benefits and really sell the product high in the Funnel.

74. We created an interactive explainer and the #’s are compelling.

75. In Analytics the Graphic was Broken into 4 parts. 40% of all traffic (even social) complete the entire interactive. Remember this information is
100% about Universal Inbox. It is 100% “on brand.”

76. Avg. Time on Page is 3.2 minutes (that is from all traffic even social).

77. Interactive can tell a long and complicated story in a more compelling easy to digest way.

78. Ranks in Google for awesome on brand phrases related to the product and the reaction is phenomenal

79. Even though it is very much on brand it is still getting a lot of social shares due to cool and unique factor.

80. You can put and track actual CTA’s on the graphic page. We track hovers over and clicks on CTA’s.

81. Think campaigns, not One off’s

82. One off’s are a lose-lose

83. If you are successful at first you will never live up to it

84. If you aren’t successful at first you will not win the business or budget

85. Campaigns are not new

86. Outside of digital you get bombarded

87. Why can’t we be the same?

88. Your thinking, “this is a lot of work”

89. Your already wearing multiple hats

90. Good ideas are a rare commodity
=

91. So get one and stick to it

92. Right now you are pitching
Multiple infographics
!
Multiple Videos
!
Multiple etc…
!
Each month
!
!
!
!

93. That’s way more work

94. So show your boss/client

96. How to win fans and influence users.
@chrisbennett
www.97thfloor.com
#searchlove