Elle Shelley of Pinball Strategy presents thoughts on Content Strategy and Content Marketing at Digital Summit Phoenix in 2014.

1. 1pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
Mythbusters:
Content Edition
Presented by:
Elle Shelley

2. 2pinballstrategy.com @pinballstrategy #DSP14
Hi!
Things my Mom wants you to know
• Graduated (with honors!) from ASU W.P. School of Business
• Founder + Chief Strategy Officer of Pinball Strategy
• Launched seven startups within the last two years
• Hablo Español
• Classically-trained violinist

3. 3pinballstrategy.com @pinballstrategy #DSP14
“Proof of Performance”

4. 4pinballstrategy.com @pinballstrategy #DSP14
Hi!
Things I want you to know
• I love startups!
• I want this to be fun and interactive
• I have the world’s cutest dog

5. 5pinballstrategy.com @pinballstrategy #DSP14
Meet Happy

6. 6pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilitiesGame Time!

7. 7pinballstrategy.com @pinballstrategy #DSP14
Myth: In the world of Content, it’s
all about engagement.
FALSE!

8. 8pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
It’s all about …
…Profitable Engagement

9. 9pinballstrategy.com @pinballstrategy #DSP14
Hi!
What’s the Difference?
Conversations -> Conversions
If you are engaging MORE with random people than your
target audience, you are wasting your time.
It’s kinda like talking to yourself.

10. 10pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
But how can I know
if I’m just wasting
my time?
Metrics,
of course!

11. 11pinballstrategy.com @pinballstrategy #DSP14
Hi!
Correlate the Data
1. Average Time on site
2. Goal Conversions
These two metrics should be positively correlated. In other
words, as the average time on site increases, goal
conversions should increase as well.

12. 12pinballstrategy.com @pinballstrategy #DSP14
Myth: If you build it, they will come.
FALSE!

13. 13pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
A Content Story

14. 14pinballstrategy.com @pinballstrategy #DSP14

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20. 20pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
How did this
happen when I
have such great
content?
Your content is
not your problem,
my friend.

21. 21pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
The Problem is …
…you don’t know what the
problem is!

22. 22pinballstrategy.com @pinballstrategy #DSP14
(Those metrics aren’t very helpful … the magic happens in between)
Most companies only
track three things
content
traffic
revenue

23. 23pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
Let’s steal a page from the
startup playbook

24. 24pinballstrategy.com @pinballstrategy #DSP14
The Lean Marketing Framework

25. 25pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
Content is the magic that pulls
people through the funnel

26. 26pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
Let’s see it in action

27. 27pinballstrategy.com @pinballstrategy #DSP14
Hi!
Meet Stressfree Recipes

28. 28pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
Acquisition: Top o’ the Funnel

29. 29pinballstrategy.com @pinballstrategy #DSP14
Hi!
Take it from the Top
Two Key Metrics to Measure:
• Conversation Rate (CR)
• CR = (Total # Comments/Total # Impressions) * 100
• Amplification Rate (AR)
• AR = (Total # Social Shares/Total # Impressions) * 100

30. 30pinballstrategy.com @pinballstrategy #DSP14
Conversation Rate
CR = (Total # Comments/Total # Impressions) * 100
(30/2,384) * 100 = 1.58%

31. 31pinballstrategy.com @pinballstrategy #DSP14
(325/1,411) * 100 = 23%
Amplification Rate
AR = (Total # Social Shares/Total # Impressions) * 100

32. 32pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
How can I Increase
Conversation &
Amplification Rates?
Find your brand’s
Social Currency.

33. 33pinballstrategy.com @pinballstrategy #DSP14
Social Currency: Tactic to Try
Manifesto Campaign
Defines the “WHY”
Visuals + Words

34. 34pinballstrategy.com @pinballstrategy #DSP14
Social Currency: Tactic to Try
PS: Download your free copy here: ebook.socialwhirled.com

35. 35pinballstrategy.com @pinballstrategy #DSP14
Social Currency: Tactic to Try

36. Elle Shelley
Founder and Chief Strategy Officer
Elle@pinballstrategy.com
@ElleShelley
@PinballStrategy
thank you