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The Content Cycle by Fresh Egg - Brighton Digital Marketing Festival 2013

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A presentation by David Somerville, head of social media at Fresh Egg, given at the 2013 Brighton Digital Marketing Festival.

The presentation covers the five different stages of the content cycle, with the aim of helping you plan, implement, measure and improve upon the success of your content marketing strategy. These five stages are:

- Discovery – an investigation stage to guide your content strategy and campaigns

- Planning and setup – a stage that ensures your content is well thought-out and designed to meet specific objectives

- Execution – creating your content and promoting it

- Reporting, analysis and insight – measuring what has happened as a result of your content campaigns

- Refinement – learning from your reporting and feeding back into planning and setup to help guide future campaigns

Published in: Marketing, Technology, Business
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The Content Cycle by Fresh Egg - Brighton Digital Marketing Festival 2013

  1. 1. The Content Cycle. Brighton Digital Marketing Festival 2013. David Somerville, Fresh Egg.
  2. 2. • David Somerville (@southcoastdavid) • Head of social media at Fresh Egg • Work with clients such as Confused.com, Maplin, Vodafone Australia, Adecco • Previously spent over 4 years as online content manager for Friday Media Group About me
  3. 3. The ‘good old days’ of content. The Content Cycle.
  4. 4. Source: http://glennobrien.com/?p=274
  5. 5. Good old days? BAD old days!
  6. 6. There was a lot of crap out there!
  7. 7. Low-quality websites were hit, especially ‘content farms’ Then this happened... Source: saffronweb.com
  8. 8. And then this happened… Source: blog.bringshare.com Low-quality article marketing and blog spam hit
  9. 9. • Everyone went content crazy (especially SEOs!) • ‘Content marketing’ became the new buzzphrase • Content moved more away from automation and only written text • There was an underlying shift in reason WHY content was written …and the content landscape changed dramatically
  10. 10. Content now needs to be better and content producers smarter
  11. 11. What is ‘content’?
  12. 12. The Content Cycle. The Content Cycle.
  13. 13. • A process of helping to plan and implement your content strategy • Makes you focus on objectives and audiences • Allows you to report fully on your content production and help justify ROI • Five different related stages… What is the Content Cycle?
  14. 14. The Content Cycle
  15. 15. An ‘investigation’ stage to ensure you have your content fundamentals in place – guides your content strategy and campaigns Discovery
  16. 16. Audit your current content (and website) and build a SWOT. • Technical limitations – crawlable, multi-device accessible • Content structure – layout for UX, editorial standards, internal linking • User metrics and conversions – what does the site traffic tell you? • Resources – who is doing it and who could do it? • Competitors – what are they doing well and not so well? Content audit
  17. 17. Producing content for the right audience is crucial, so make sure you know exactly who they are by: • Using any demographic data you have access to (Hitwise, Mosaic, CRM data, email lists, social media network insights, etc.) • Building personas for different audience groups • Including their motivations for wanting to view your content Audience personas
  18. 18. Social Crawlytics scans your website (or your competitor’s) to show the level of social shares it receives Use this to see the most popular pages and produce more of this content Socially popular content – Social Crawlytics
  19. 19. An often overlooked and underused resource… TIP: this does need to be configured first in Google Analytics Google Analytics Site Search
  20. 20. Find experts and influencers from within your company (or industry) – use them for ideas and their authority… Experts and Authorship
  21. 21. Find any offline content and repurpose it digitally Repurposing content Source: displaydevelopments.co.uk
  22. 22. Planning & Setup Use this stage to ensure that your content campaigns are well thought-out and have purpose
  23. 23. It is important to consider what role the content you are writing plays in each stage of the customer journey… This backs up your ‘audience’ work in the discovery stage Content and the customer journey
  24. 24. What content channel fits which stage? Content and the customer journey Search, social networks, blogs , PR Your website, blog, interactive tools Ecommerce process on site, email
  25. 25. Why are you producing this content? Setting clearly defined OBJECTIVES is vital to the planning and success of a campaign How are you going to measure the success of this content? Each content campaign needs to have measureable KPIs to help with reporting – these will help show if you have achieved your OBJECTIVES Objectives and KPIs
  26. 26. Q&A sites Keyword suggest Tools to generate content ideas
  27. 27. News monitoring Alerts Tools to generate content ideas
  28. 28. Social tools Tools to generate content ideas
  29. 29. The tighter, better and more detailed your brief, the better content you will produce (or have produced for you) Briefs
  30. 30. Use ‘fag packet wireframes’ to help guide designers and content producers about what you want to see These can also guide the content writer to see how they content will appear in the context of the page Wireframes
  31. 31. For each campaign, ensure that everyone knows their responsibilities Responsibilities Source: fitfanempire.com
  32. 32. The rise of multiple devices means that CONTEXT is key Different environments Source: www.mashable.com
  33. 33. Different environments
  34. 34. Execution The ‘doing’ stage – producing your content and promoting it
  35. 35. Basic content optimisation tips
  36. 36. Content promotion
  37. 37. Content promotion
  38. 38. Influencers… Influencers vs. brand advocates Source: hiphopweekly.com Big hitter, short-term loyalty, questionable motivation
  39. 39. Brand advocates… Loyal, passionate and long-lasting Influencers vs. brand advocates Sources: oprah.com, youtube.com, glamourvanity.com
  40. 40. Influencers vs. brand advocates Measure Influencer Brand advocates Consumer trust 18% of people trust influencers 92% of people trust brand advocates Typical profile Blogger, journalist, pundit/celebrity Highly satisfied customer Defined by Size of audience How likely they are to recommend brand Motivation Grow their audience Help their friends Advocacy and loyalty Short term Long lasting Genuine passion Maybe Yes Incentives needed Typically yes (money, free products, etc.) Typically no
  41. 41. Make it easy for people to share and it will spread further Make it shareable
  42. 42. Reporting, Analysis & Insight This stage is for reporting on what has happened as a result of your content campaigns
  43. 43. A few examples of metrics: • Links (who is linking to your content) • Reach (eyeballs) • Social reach • Brand mentions and sentiment • Google Analytics metrics (traffic, time on site, etc.) • Conversions and assisted conversions What metrics can you report on?
  44. 44. Metrics Visitors, inboun d links Time on page, social shares Conversions (macro and micro goals)
  45. 45. Link metrics – Open Site Explorer, Majestic SEO Visibility – Searchmetrics, Google Webmaster Tools Impressions – Google Webmaster tools, tracking pixels Social reach – Social Crawlytics, Shared Count Brand or sentiment measurement – Social Mention, Brandwatch Tools to help measure
  46. 46. Use the Google UTM tag and add this to all links you’re using to promote your content. • Specify the SOURCE (the place) and the MEDIUM (the method) • Make sure you keep the CAMPAIGN NAME consistent • Check the results of the campaign in Google Analytics Tag your content
  47. 47. Refinement The final stage – feeding back into Planning & Setup or Execution to help guide future campaigns
  48. 48. • What worked? What didn’t? • Ask users for feedback on content – what do your social media and onsite comments tell you? • Did it meet your objectives? • Combine your metrics with testing and feedback this learning into the planning and setup stage Refinement
  49. 49. Key takeaways. The Content Cycle.
  50. 50. • Content comes in many forms – think beyond just text (and beyond desktop) • Focus on your objectives and your audience – why are you producing the content and for who? • Discover > Plan > Execute > Report > Refine • RINSE AND REPEAT! Key takeaways
  51. 51. FreshEgg.com @southcoastdavid @FreshEgg Slides available at: FreshEgg.com/Blog The end

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