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Designing Big Content - Search Exchange 2013


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I had the benefit to deliver a presentation in Charlotte, NC at Search Exchange on the topic of Designing Big Content.

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Designing Big Content - Search Exchange 2013

  1. 1. Designing Big Content Brian Chappell Managing Partner / ADAPT PARTNERS
  2. 2. What is Big Content “Resources that go beyond our narrow bins of blog posts, videos, and infographics.” – Dr. Pete – Img src: night.html
  3. 3. Think Bigger Than Evergreen
  4. 4. Go Big or Go Home
  5. 5. Be Thorough • Would you trust the information presented in this article? • Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature? • Does this article have spelling, stylistic, or factual errors? • Does the article provide original content or information, original reporting, original research, or original analysis? • Does the article describe both sides of a story? • Does this article provide a complete or comprehensive description of the topic? • Is this the sort of page you’d want to bookmark, share with a friend, or recommend? • Would you expect to see this article in a printed magazine, encyclopedia or book? Src: (What counts as high quality content from Google - 2011):
  6. 6. Big Content ≠ Infographics
  7. 7. Paralax is cool BUT Is the content usable?
  8. 8. Basic lists are usable But maybe not perfect; Results speak for themselves: • 135 unique linking domains • 2k FB Shares • 3,200 Tweets • 50 + Comments Src: 50-fascinating-facebook-facts-and- figures/
  9. 9. Forms of Big Content • Web App • Blog Post • Flat Page • Video • Image • Microsite
  10. 10. Throw out your old ways
  11. 11. Creation Process • Process Flow is everything - There is no one way, find out what works for you  identify the problem  brainstorm solutions to problem  build, model, define what version 1 is - don't launch until v 3  initiate outreach to industry experts to get thoughts then refine into v2,3
  12. 12. Data Sources for Content • Data, data, data. • Utilize Verifiable sources found online • Create your own Data • Mine the Dark Web  Government entities collect data and store them internally but don’t always showcase on site. Pick up the PHONE and call!
  13. 13. Data Sources for Content Guardian government Google Consumer Surveys Guardian Data Factual Data Market Azure by Microsoft Freebase WorldBank Crunchbase Google PublicData Socrata CNN Money Socialbakers UN Data Datamobs USA Census Quandl Datamarket Full list here:
  14. 14. Ideation Where do you find the ideas for your big content? Look for patterns in keyword prominence. • Customer Surveys • Google Consumer Surveys • Analytics • Keyword Research • Quora / Yahoo Answers / Forums
  15. 15. Development and Design • Think MVP vs. Scope Creeper • Perhaps try to create your own designed page using tools like • Have your Developers use the Twitter bootstrap framework to save themselves time in development
  16. 16. Timing for Creation • Timing: can be common for content to take 2-3 months to create if not longer • Think of its creation process as somewhat similar to launching a new website. • Collaboration is critical; multi-person involvement • Roadblocks will happen, adjust quickly.
  17. 17. Increase Shareability / Promotion • Increasing the impact?  Q/A subject matter experts  Get quotes from thought leaders  Outreach via Email, Tweet or Call
  18. 18. Let the World Know • Social ad buys Facebook Linkedin Adwords/Retargeting • Spend 30-40% of Big content budget on promotion/outreac h
  19. 19. Big Content Prices
  20. 20. 5 + Year Series Big Content Piece • 100+ unique linking domains to series over last 5 years • 100K in new business generated • 1k + Tweets • Main stream media links Src: media-stats/2012-social-network- analysis-report/
  21. 21. Trademark Registrations / Business Indices Correlation Analysis • Hired Business Statistician to head up content analysis • 3 month timeline • Called USPTO to collect data going back 10+ years • Secured Main stream media links Src: registrations-research/
  22. 22. Airbnb Community Guides • USP for Airbnb is community guides • Spent probably 10x what traditional content would have cost • YOY updates make this as even more valuable source Src:
  23. 23. Mailchimp Labs • Mailchimp has an entire department dedicated towards Big content; enter the Rocket Science Group Src:
  24. 24. The Perfect Web Page • Design fusion creates usable experience • Aggregated data from around the web and simplified it • Thousands of shares • 91 referring linking root domains Src:
  25. 25. Summary • Tie it back to Brand Strategy • Big Content Can be what your company is known for, Ex: Red bull • SEO + Social = Sales Sales SEO Social
  26. 26. Thank You Tweet me: @brianchappell Email me: