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WORKSHOP: Content Marketing on a Shoestring Budget - 3XE Digital

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3XE Digital Proudly presents:
Caoimhe Gaskin, Content Marketing at Digital Marketing Institute

In this workshop, Caoimhe will share some practical solutions for your content needs that you can implement immediately, recommend apps and tools for producing content using mobile journalism techniques and highlight the key metrics for measuring success in your multimedia efforts.

**presentation is NOT for commercial use**
For more info visit: www.3xedigital.com

Published in: Marketing
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WORKSHOP: Content Marketing on a Shoestring Budget - 3XE Digital

  1. 1. digitalmarketinginstitute.com 1@gaskinc #3xedigital Digital Marketing Institute Content Marketing on a Shoestring Budget Caoimhe Gaskin Senior Digital Content Marketer @gaskinc
  2. 2. digitalmarketinginstitute.com 2@gaskinc #3xedigital The Myths 1. Not Enough Time? 2. Not Enough Money? 3. Not a Graphic Designer? 4. Not a Videographer? 5. Your Turn!
  3. 3. digitalmarketinginstitute.com 3@gaskinc #3xedigital Myth #1: Not Enough Time
  4. 4. digitalmarketinginstitute.com 4@gaskinc #3xedigital Myth #1 Not Enough Time Marketing Automation - software that exists with the goal of automating repetitive marketing tasks such as emails and social media. Does the heavy-lifting and frees you up to for important (and fun!) things like content creation & engaging authentically with your audience. Why automate? Save Time & Add Value CG1
  5. 5. Slide 4 CG1 Sensitive events - radiohead gig in Toronto - stage collapsed - local radio station flagged it but forgot to take down their tweet relating to it. Caoimhe Gaskin, 12/05/2017
  6. 6. digitalmarketinginstitute.com 5@gaskinc #3xedigital Myth #1 Not Enough Time Social Media Management Tools: Buffer, Hootsuite & Everypost (Buffer is my personal favourite) Email Marketing solutions like MailChimp let you automate campaigns & create a targeted email or series of emails that send when triggered by a specific date, event, or contact’s activity. Content Management System: WordPress or Squarespace. (Squarespace is my favourite). Automate your publishing to queue up posts. Mobile Responsive – Mobile-first indexing. CG1
  7. 7. Slide 5 CG1 Sensitive events - radiohead gig in Toronto - stage collapsed - local radio station flagged it but forgot to take down their tweet relating to it. Caoimhe Gaskin, 12/05/2017
  8. 8. digitalmarketinginstitute.com 6@gaskinc #3xedigital Myth #1 Not Enough Time IMPORTANT: Monitor what’s working & be careful of scheduling potentially sensitive content - stick to non-time-sensitive, content- focused posts. CG1
  9. 9. Slide 6 CG1 Sensitive events - radiohead gig in Toronto - stage collapsed - local radio station flagged it but forgot to take down their tweet relating to it. Caoimhe Gaskin, 12/05/2017
  10. 10. digitalmarketinginstitute.com 7@gaskinc #3xedigital Myth #1 Not Enough Time IMPORTANT: Monitor what’s working & be careful of scheduling potentially sensitive content - stick to non-time-sensitive, content- focused posts. CG1
  11. 11. Slide 7 CG1 Sensitive events - radiohead gig in Toronto - stage collapsed - local radio station flagged it but forgot to take down their tweet relating to it. Caoimhe Gaskin, 12/05/2017
  12. 12. digitalmarketinginstitute.com 8@gaskinc #3xedigital Myth #2: Not Enough Money
  13. 13. digitalmarketinginstitute.com 9@gaskinc #3xedigital Myth #2 Not Enough Money Analytics are your friends! Google Analytics: As long as you do not exceed 10 million hits per month, Google Analytics is free. Build Buyer Personas – Create a picture of your customers & their buying behaviours. See our free guide.
  14. 14. digitalmarketinginstitute.com 10@gaskinc #3xedigital Myth #2 Not Enough Money Why take the time to build these personas? If you know who you are talking to you can increase reach & conversions with less spend. Allows you to understand what channels to use to reach your customers & how to nurture the customer relationship with the right content, at the right time.
  15. 15. digitalmarketinginstitute.com 11@gaskinc #3xedigital Myth #2 Not Enough Money
  16. 16. digitalmarketinginstitute.com 12@gaskinc #3xedigital Myth #2 Not Enough Money URI (Universal Resource Identifier)
  17. 17. digitalmarketinginstitute.com 13@gaskinc #3xedigital Myth #2 Not Enough Money
  18. 18. digitalmarketinginstitute.com 14@gaskinc #3xedigital Myth #2 Not Enough Money Bounce Rate – anything over 40% is an issue – set a benchmark How do you know if an average time of page is good? Read the page and time yourself Sessions vs. unique session – if you’re looking for the number of visitors – use unique sessions. IMPORTANT: What is the objective of your campaign? What are your KPIs and how are you measuring success? Work backwards from this!
  19. 19. digitalmarketinginstitute.com 15@gaskinc #3xedigital Professional Diploma in Digital Marketing
  20. 20. digitalmarketinginstitute.com 16@gaskinc #3xedigital Myth #3: Not a Graphic Designer
  21. 21. digitalmarketinginstitute.com 17@gaskinc #3xedigital Myth #3 Not a Graphic Designer Learn the basics – Canva Design Schools - Fonts, font pairings, Layouts, Colours – the little things make a BIG difference! Design your own: Pablo, Canva and Piktochart (infographics) Need Stock Imagery? Try Unsplash (my favourite!), Negative Space, Death to Stock Creative Commons Licensing – you have the right to share, use, and build upon a work that he/she has created.
  22. 22. Slide 17 CG3 https://designschool.canva.com/ Caoimhe Gaskin, 12/05/2017
  23. 23. digitalmarketinginstitute.com 18@gaskinc #3xedigital Myth #3 Not a Graphic Designer Improve your imagery with simple steps: Rule of Thirds Bounce light to take away shadows with a reflector Make use of natural light – don’t shoot Into the light. Overexposure.
  24. 24. Slide 18 CG3 https://designschool.canva.com/ Caoimhe Gaskin, 12/05/2017
  25. 25. digitalmarketinginstitute.com 19@gaskinc #3xedigital Myth #3 Not a Graphic Designer
  26. 26. Slide 19 CG3 https://designschool.canva.com/ Caoimhe Gaskin, 12/05/2017
  27. 27. digitalmarketinginstitute.com 20@gaskinc #3xedigital Myth #3 Not a Graphic Designer
  28. 28. digitalmarketinginstitute.com 21@gaskinc #3xedigital Myth #3 Not a Graphic Designer
  29. 29. digitalmarketinginstitute.com 22@gaskinc #3xedigital Myth #4: Not a Videographer
  30. 30. digitalmarketinginstitute.com 23@gaskinc #3xedigital #Myth 4 Not a Videographer Mobile Journalism – ‘Mojo’ Perfect for social channels – the rise of vertical video – know how to format your video for channels like Snapchat, Facebook & Instagram. Keep it short! 30 seconds maximum or 1:30. Average human attention span is now 8 seconds!
  31. 31. digitalmarketinginstitute.com 24@gaskinc #3xedigital #Myth 4 Not a Videographer Learn the basics with Vimeo video school – everything from framing, audio to lighting. https://vimeo.com/blog/category/video-school. IMPORTANT: A user may tolerate bad picture quality but they won’t tolerate bad audio!
  32. 32. digitalmarketinginstitute.com 25@gaskinc #3xedigital #Myth 4 Not a Videographer Rode VideoMic Me Directional Mic for Smart Phones Great for pieces to camera http://www.rode.com/microphones/videomicme
  33. 33. digitalmarketinginstitute.com 26@gaskinc #3xedigital #Myth 4 Not a Videographer Rode smartLav+ Lavalier Condenser Microphone for Smartphones Great for Interviews http://www.rode.com/microphones/smartlav
  34. 34. digitalmarketinginstitute.com 27@gaskinc #3xedigital #Myth 4 Not a Videographer Ultimate Mojo list
  35. 35. digitalmarketinginstitute.com 28@gaskinc #3xedigital #Myth 4 Not a Videographer Top Pick? FiLMiC Pro $14.99 [iOS] Android Alternative: Cinema FV-5
  36. 36. digitalmarketinginstitute.com 29@gaskinc #3xedigital Summary If you’re not putting out relevant content in relevant places - you don’t exist. Gary Vaynerchuk
  37. 37. digitalmarketinginstitute.com 30@gaskinc #3xedigital Thanks Caoimhe Gaskin Senior Digital Content Marketer Digital Marketing Institute
  38. 38. Resources Marketing Automation • Drip • Buffer • Hootsuite • Everypost • Mailchimp • How to Use Marketing Automation for Lead Generation CMS • Wordpress • Squarespace • Shopify (ecommerce platform) • Fabrik (portfolio website for designers, artists) Analytics • Google Analytics • Google URL builder • Beginner’s Guide to Creating Buyer Personas • Buzzsumo (Check out https://app.buzzsumo.com/research/most- shared to see where your content is being shared) • CoShedule (Headline Analyzer) • Wolframalpha (good for fact checking, see example here.)
  39. 39. Resources Certified Digital Marketing Courses • View all Digital Marketing Institute Courses Design • Canva Design School • Squarespace • Pablo • Piktochart (infographics) • Rule of thirds • Pixlr [free online photo editor] • How to use a reflector in photography Stock Images ( Creative Commons) • Unsplash • Negative Stock • Death to Stock
  40. 40. Resources Mobile Journalism • Glen Mulcahy • @MojoConIRL • Vimeo Video School • Rode Microphones • Manfrotto (lights & lens for your smartphone) • Olloclip (lens for your smartphone) • Photography tips from Apple for iPhone7 • Mojo: from periphery to the mainstream of journalism Apps • iOS Mojo App List • FiLMiC Pro • Flixel (Create Cinemagraphs) • Alternatives to Flixel • 16 apps that will seriously raise your Instagram game • 14 of the Best Instagram Apps to Take Your Content to the Next Level

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