HIGH EFFORT CONTENT
• Costs the most.
• Moves “visit” trafﬁc to “lead”
Blog, paid content, video
MEDIUM EFFORT CONTENT
• Performs best for search
• Higher “visit” to “lead”
• Example: Q & A
LOW EFFORT CONTENT
• 9.1% conversion from “visit”
• 13.5% conversion rate from
“lead” to “customer”
• Best for cross-channel
• Examples: user-generated
content, curated content
HOW MUCH CONTENT
X Stages in Sale Funnel
# of Content Pieces
WHERE DOYOU FOCUS?
• Have communications managers & content
creators focused on what type of stuff works
best for your goals.
• Aggregate content. It’s not possible to create
it all yourself.
• Leverage internal resources.
CONTENT CODE STRATEGY
1. Find an un-saturated niche.
2. Conduct an aggressive
strategy based on key
3. Nurture an audience to
ignite by paying attention. Image credit: amazon.com
Six Elements of the Content Code
1. Brand Development (Build trust by being true to self,
consistent and serving the audience.)
2. Audience & Inﬂuencers (Identify your top 2% who will
share your content.)
3. Distribution,Advertising, Promotion & SEO
5. Social Proof & Social Signals
6. Shareability of the Content
• Want more transparency,
• Want a craft, not a job - A job
pays the rent.A craft leaves you
feeling fulﬁlled. (See next slide.)
• 50% of buyers by 2020
• Trust friends, not brands
• More likely to get news from
Image credit: Flickr UserTed Eytan
• Would you re-share it? If you
won’t, they won’t either.
• Your voice = the sum of all
parts (all platforms, all shared
content - even if it’s curated
from external sources)
• Always be on the lookout
for potential brand
Image credit: Flickr User Marco Gomes
• Don’t worry about
saturation.Twitter trafﬁc is
• Test, test, test.
Image credit: Flickr User Janos Balazs
• Evergreen content - if it’s trending we can repackage.
• Look at trendline data and theme/vertical performance to
guide future content.
• When testing, have a written hypothesis. Reiterate tests.
• Manual analytics are ﬁne. If it works for PBS, it should work
for us. It just takes more elbow grease.
TOOLSTO CHECK OUT
• Google Ripples
• Chart Beat
• Twitter Search w/
• Simple Charts
Image credit: Flickr User j
• Have a schedule, but be
• Have guidelines and/or an
• Provide best practice
guidelines to staff.
Image credit: Flickr UserVFS Digital Design
HOWTO BE AN INNOVATOR
• Add two things together.
• Catalytic Questioning
• Choose one challenge.
• Brainstorm questions only.
• Prioritize questions.
• Take action. Image credit: Flickr User James Bowe
• Don’t try to shoehorn
content into a format in
which it doesn’t belong. Not
everything should be a
• Have a standard brand
design. Design serves as a
proxy for the organization.
Sloppy brand = sloppy
organization. Image credit: Flickr User Anonymous Collective
• Decline in organic reach
from brand pages.
• Fallen from 26% in
2011 to 6% in 2014.
• Could hit 0% by end of
this calendar year.
• We can’t rely on Facebook
unless we look at paid ads. Image credit: Flickr User Maria Elena
CHECK LIST FOR WRITING TWEETS
• Does the tweet have a
• Does the tweet have a clear
• Did you include relevant
• Have you leverage text
• Does your copy say
something different from
your rich media?
• Did you include relevant
• Will this tweet stand out
from the crowd?
• Why would someone engage
with us on this tweet?
• Upload videos toYouTube
and Facebook natively. Don’t
just link on Facebook.
• Use Adobe Audition to edit
out white noise from sound
• Launch day:YouTube &
Facebook; blog post w/
embed; teasers onVine &
Instagram Image credit: Flickr User See-ming Lee
TOOLSTO CHECK OUT
• Canva - Add text to images for blogs, Pinterest, etc.
• Social Flow - Used by large brands to distribute content
• Medium - Alternative blog platform (long-form text driven)
• Tumblr - Alternative blog platform (image / meme drive)
• Storehouse - Described as “Medium for photography”
FOR MORE DETAILS ON
SELECT SESSIONS I ATTENDED:
• Blog post noting key takeaways per session
• Storify Recaps & Sketchnotes:
• Simple Ways to Massively Increase Content
(featuring CBS Sports)
• New Media Ethics: Journalism in the Age of GIFS
• Failure as a Creative Catalyst
• Behind the Social at PBS’ Largest Content
Roadshow, PRI’sThe World, and American
• The Art of Social Media
(featuring Guy Kawasaki)
• Social Media: Breaking News or Fixing News?
(featuring Marketplace Radio,The NewYork
Times,The Wall Street Journal, andThe
• Data-Driven NewsroomsThat Don’t Drive
(featuring Reﬁnery29 & National Public Radio)
• Making Social Media POP! withVideo
(featuring Okay Samurai)
• Big PictureTesting: Beyond the One-Off
• Captivology:The Science of Capturing
• Fear and Creativity: FindingYour Craft
• Slacktivism: Monster or Myth?
• NPR and PBS: Public Media, Reaching New
(featuring PBS Digital Studios &
NPR’s Code Switch)
• The Case for DesignThinking in
• Telling Stories withVisualization and
• Beyond 140 Characters: How to Stretch
(featuringTwitter, RGA and Big Fuel)
• Content is the Starting Line, Not the
• Where’s Waldo’sVoice: Social Media for
(featuring AFLAC and Chick-ﬁl-A)
• The Innovator’s DNA:The Five Innovation Skills
(featuring Hal Gregersen of the
MIT Leadership Center)
• Breaking the News in the Age of Snapchat
(featuring Dan Rather,Andrew Bleeker, &
Former White House Sr.Advisor Dan Pfeiffer)
• Inﬁnity and Beyond: Pixar 20Years SinceToy
(featuring Pixar executives)