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Big Content Case Study - How small teams can do big things (HerdTracker) #ETEA14

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In this presentation I explain the basics of Big Content to an audience of tourism companies looking to improve their online marketing efforts.

I make the case for use Big Content as a cost effective marketing strategy, and present the HerdTracker case study - showing how a small marketing + dev team can do big things.

Published in: Marketing
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Big Content Case Study - How small teams can do big things (HerdTracker) #ETEA14

  1. 1. @HerdTracker! Wildebeest Migration tracking app. @andrevankets
  2. 2. #BigContent! How small teams can do big things.
  3. 3. Slides are available ! for download bit.ly/bigcontent-herdtracker
  4. 4. Photo: http://www.careerpoint-solutions.com/celebrities-taking-part-in-tusker-twende-kazi-named/
  5. 5. What is Big Co ntent?
  6. 6. Big Content Big! Data Content Marketing
  7. 7. Big! Data Content Marketing
  8. 8. Big Content:! ! A data-driven approach to content marketing. Photo: http://stock-clip.com/video-footage/binary+code/2
  9. 9. Big Content:! ! A data-driven approach to content marketing. Photo: http://en.wikipedia.org/wiki/Data-driven_journalism
  10. 10. Big! Data Content Marketing
  11. 11. Running a blog
  12. 12. Videos
  13. 13. Infographics http://www.loveinfographics.com/categories/environment-infographics/rhino-poaching-facts-infographic-infographic
  14. 14. TV Shows
  15. 15. Inflight Magazine
  16. 16. Art
  17. 17. http://www.slideshare.net/randfish/why-content-marketing-fails! Rand Fishkin @randfish
  18. 18. Big Content examples Big! Data Content Marketing
  19. 19. concerthotels.com 2-3 examples should go h ere
  20. 20. mozcast.org 2-3 examples should go h ere
  21. 21. climatecentral.org
  22. 22. ocearch.org 2-3 examples should go h ere
  23. 23. ocearch.org 2-3 examples should go h ere
  24. 24. ocearch.org 2-3 examples should go h ere
  25. 25. ocearch.org 2-3 examples should go h ere
  26. 26. ocearch.org 2-3 examples should go h ere Photo: http://animals.nationalgeographic.com/animals/photos/great-white-sharks/
  27. 27. 2-3 examples should go h ere
  28. 28. “Big Content requires significant time and resources” http://www.convinceandconvert.com/content-marketing/3-strategies-to-make- big-content-work-for-your-brand/! Matthew Gratt
  29. 29. “Content gets big via its amplification … across multiple channels, devices and platforms.”! ! http://www.fastcompany.com/3008494/big-data-comes-big-content! Steve Kerho
  30. 30. “Big Content Breaks Moulds”! ! “Big Content Can Be Small” http://moz.com/blog/why-big-content-is-worth-the-risk/! Dr. Peter J. Meyers @dr_pete
  31. 31. “Purposefully designed! Evergreen or Cyclical! Interactive! Interesting to most people! Very useful to your audience” @andrevankets #ETEA 2014
  32. 32. “Big Content = B ig Effort” @andrevankets #ETEA 2014
  33. 33. Why Big Conte nt?
  34. 34. SEO doesn’t work like it used to 1/7 Same tactics, fading results
  35. 35. SEO done wrong, is risky 2/7 Google penalty
  36. 36. 3/7 Big Content introduces your! brand to press and media
  37. 37. Marketing on Auto-pilot 4/7 Photo: http://gitez.com/autopilot
  38. 38. Barrier to ! entry for others in your niche 5/7 Photo: http://syacartoonist.com/entry-barrier
  39. 39. 6/7 You will be seen as an! authority.
  40. 40. It’s free.! ! ! ! ! ! ! ! 7/7 Photo: http://funnypicturesplus.com/free-hugs-or-deluxe-hugs.html
  41. 41. It’s free.! ! Not really.! ! ! ! ! !
  42. 42. It’s free.! ! Not really.! ! ! Creation = $! Distribution = FREE! !
  43. 43. ?
  44. 44. What Big Content is.! ! Why it’s worth doing.
  45. 45. How do we create Big Content?
  46. 46. Introduce Herd Tracker
  47. 47. http://www.enca.com/herdtracker-helps-visitors-track-wilderbeest-migration
  48. 48. Since launch April 2014 159 updates! 78 with photos! 23 with video
  49. 49. #1! Know your purpose!
  50. 50. #2! Set your objectives!
  51. 51. 1. Newsworthy! 2. East Africa! 3. Benefit all tourism stakeholders! 4. Inexpensive to build! 5. Create a community / start a movement! 6. Traffic! 7. Sales
  52. 52. Goal Measurable Something newsworthy # Web and print! mentions + links East Africa # Content partners Benefit all tourism stakeholders Supoprt from all stakeholder types support Inexpensive to build Under budget ! On time Create a community / start a movement Social following &! Content contributers Traffic # Unique visitors, ConvRate, BounceRate Sales # Leads! $$$ http://en.wikipedia.org/wiki/SMART_criteria
  53. 53. #3! Brainstorming and coming up with “the idea”
  54. 54. Photo: http://www.thomsonsafaris.com/blog/tag/safari-guide/
  55. 55. Migration: “Wh e re” + “When”
  56. 56. #4! Validate your idea(s)!
  57. 57. 2-3 examples should go h ere
  58. 58. Photo: http://animalssafairs.blogspot.com/2012/08/the-amazing-great-wildebeest-migration.html
  59. 59. #5! Gather your data + build.
  60. 60. #6! Launch!
  61. 61. http://www.alexsingleton.com/the-pr-masterclass/! Alex Singleton @alexsingletonuk
  62. 62. Photo: http://m.event.net.vn/pr-va-vai-tro-cua-pr-trong-khung-hoang-81544.htm
  63. 63. Media Covera ge 55 Web articles! 12 Print articles! 1 Primetime TV feature
  64. 64. Traffic, Commu i n ty, Leads, Sales 24,536 Website visits! 586 Email subscribers! 490 Twitter followers! Dozens of safari enquiries! A few safari bookings
  65. 65. Social media 2.1k Facebook! 489 Tweets! 9 Google+
  66. 66. #7! Nurture your partners.! Keep creating opportunities.
  67. 67. http://www.ted.com/talks/derek_sivers_how_to_start_a_movement
  68. 68. #1 Purpose #2 Goals #3 Ideas! #4 Validate #5 Gather Data #6 Launch #7 Nurture
  69. 69. What next for H erdTracker?
  70. 70. More DATA 100% coverage! ! Rainfall and burning data! ! Traveller sightings! ! Historic migration data
  71. 71. Marketing More social integration! ! More recognition for contributors! ! Smartphone app! ! HerdTracker brand
  72. 72. Scheduled “HerdTracker Safaris”! ! Last minute availability and bookings! ! Travel
  73. 73. Travel
  74. 74. Big Content Big! Data Content Marketing
  75. 75. Win - Win - Win Travel! Trade Travellers Eco-system WIN
  76. 76. Resou r ces 1. http://www.slideshare.net/randfish/why-content-marketing-fails! ! 2. http://www.convinceandconvert.com/content-marketing/3-strategies-to-make-big-content- work-for-your-brand/! ! 3. http://www.fastcompany.com/3008494/big-data-comes-big-content! ! 4. http://moz.com/blog/why-big-content-is-worth-the-risk/! ! 5. http://en.wikipedia.org/wiki/SMART_criteria! ! 6. http://www.amazon.com/Made-Stick-ideas-others-unstuck/dp/009950569X! ! 7. http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action! ! 8. http://www.alexsingleton.com/the-pr-masterclass/
  77. 77. Thank you bit.ly/bigcontent-herdtracker @andrevankets! ! andre@discoverafrica.com

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