Digital Strategy

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Guest lecture at KdG / June 5

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Digital Strategy

  1. 1. MIEL VAN OPSTAL | JUNE 6, 2014 DIGITAL STRATEGY MEETS CONTENT MARKETING
  2. 2. about your identity
  3. 3. source: tbkconsultblog + volvo the value chains
  4. 4. source: ConnectingUp build your story
  5. 5. define your audience source: PetalsOfJoy
  6. 6. set your goals source: Threadless
  7. 7. team + resources
  8. 8. plan the journey
  9. 9. mechanics
  10. 10. mechanics
  11. 11. mechanics
  12. 12. mechanics
  13. 13. mechanics
  14. 14. mechanics
  15. 15. mechanics
  16. 16. mechanics
  17. 17. mechanics
  18. 18. mechanics
  19. 19. mechanics source: visual.ly – insidecontentmarketing.com
  20. 20. learn source: NASA rocket science 101
  21. 21. © MORRIS (1989) (ad)venture
  22. 22. Size matters 100 characters is the engagement sweet spot for a tweet. Tweets shorter than 100 characters get a 17% higher engagement rate. The ideal length of a Facebook post is less than 40 characters 40-character posts received 86 percent higher engagement Posts with 80 characters or less receive 66% higher engagement
  23. 23. Size matters
  24. 24. Size matters The ideal length of a Google+ headline is less than 60 characters Google changed the layout of posts so that you only see three lines of the original post before you see “Read more” link. In other words, your first sentence has to be a gripping teaser to get people to click “Read More.”
  25. 25. Size matters The ideal length of a Google+ headline is less than 60 characters Google changed the layout of posts so that you only see three lines of the original post before you see “Read more” link. In other words, your first sentence has to be a gripping teaser to get people to click “Read More.” The ideal length of a headline is 6 words The ideal length of a blog post is 7 minutes, 1,600 words
  26. 26. Size matters
  27. 27. Size matters The ideal width of a paragraph is 40-55 characters Content width can give the appearance of simplicity or complexity Content width is key to maximizing reader comprehension or in other words, a content column that varies between 250-350 pixels wide (it depends on font size and choice). Forty and 55 characters per line means about 8 to 11 words.
  28. 28. Size matters The ideal length of an email subject line 28-39 characters A study released by Mailer Mailer around the same time as MailChimp’s study found a slight bump in opens and clicks at a certain range of characters. Here is their analysis: 4–15 characters: 15.2% open; 3.1% click 16–27 characters: 11.6% open; 3.8% click 28–39 characters: 12.2% open; 4% click 40–50 characters: 11.9% open; 2.8% click 51+ characters: 10.4% open; 1.8% click
  29. 29. Size matters Scientists seem to agree on a range of 10 to 18 minutes for how long most people can pay attention before they check out. The physiological reason behind this is that new information must be processed by the brain, resulting in a huge use of glucose, oxygen, and blood flow as brain neurons fire and burn energy. This loss of energy leads to fatigue.
  30. 30. Size matters Recent changes to the design of Google’s results pages mean that the maximum length for titles is around 60 characters. The ideal length of a domain name is 8 characters Because - it’s short - Easy to remember - Easy to spell - Descriptive or brandable - No numbers, no hyphens - Preferably .com (internationality)
  31. 31. MIEL VAN OPSTAL LINKEDIN.COM/IN/MIELVO @COOLZ0R MVO@NOTOR.IO +32 472 675 692 | +1 650 931 5247 Thanks for listening!

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