This document provides guidance on creating high quality content at scale for marketing success. It emphasizes the importance of content strategy and understanding audiences. Various tools are recommended for content planning, research, creation and measurement to ensure content meets audience needs and drives business goals. Resources like surveys, public data sets, and freelance platforms can be leveraged to develop audience insights and create compelling content.

1. SCALING QUALITY V1.4 HOW TO MAKE REMARKABLE CONTENT
AT SCALE FOR MARKETING SUCCESS
MICHAEL KING

2. DOWNLOAD: HTTP://BIT.LY/SCALING-QUALITY13
MICHAEL KING

4. Eloqua released a recent study comparing Content Marketing and Paid Search showing the CPL for
Content Marketing is substantially lower than Paid Search over time.

7. Most content is not made with a given audience in mind and it falls flat because no one cares. This is
where Content Marketing often fails.

10. There are far too many cost-effective resources out there to settle for bad content. There are too many out of work art
school kids and journalists looking to create high quality content across various networks for brands to rely on poor
quality stuff.

11. …on how users think and what they are interested in. Why are we still making so much stuff that no one
cares about?

12. …they don’t know the difference between Content Marketing and Content Strategy. Most of the content that marketers are
creating is done with no strategy in mind and it falls flat because it doesn’t include enough forethought and planning.
CONTENT STRATEGY
“A shared set of goals, guiding principles, and
success metrics that guides the creation,
delivery, and governance of content across an
organization.”
CONTENT MARKETING
“Multichannel custom publishing.”

13. • Content Strategy is understanding the who, what, when, why and how of content. It’s building systems, processes, and workflows for
content creating, maintenance and promotion. Following this process we will build content with an inherent audience, workflow and
governance.

14. PRESS
BLOGS
VIDEO
UGC
COMICS
PRODUCTS
PHYSICAL SPACE
ADS
PHOTOS
INFOGRAPHICS
SERVICES
EVENTS
UI ELEMENTS
PDFS
TOOLS
APIS
ANIMATIONS
COMMENTS
DATA
PLATFORMS
PRINT MATERIALSLIDE DECKS
PLUGINS
TWEETS

15. See my Mozcon 2012 Deck for a detailed presentation of how to build a business case for content mapping it to ROI
through available search volume and CTR: http://www.slideshare.net/ipullrank/getting-buyin-for-content-marketing-
mozcon-remix

16. The main objective is to show business value, not just like and share counts. We tie our KPIs to and our content
the proper phase of the consumer decision journey to show fulfill their needs and drive business objectives.

17. TOOLS FOR QUALITY CONTENT STRATEGY

18. Leverage Mural.ly for planning content across your team - http://www.mural.ly I also love it for Affinity
Diagramming when building personas.

19. Build out story boards for Creative people to follow when creating your content -
http://www.storyboardthat.com

20. Build WYSIWYG wireframes to communicate your ideas visually - http://www.balsamiq.com

21. • Gliffy also great for wireframes as well as process documentation for outlining content governance and
workflow. http://www.gliffy.com

22. Trello is a free project management software that is perfect for content planning and execution
http://www.trello.com It also allows you to build a content calendar view.

23. Use images, bullets, formatting to capture the attention of more people. Define this structure in your
styleguide http://www.seomoz.org/blog/10-super-easy-seo-copywriting-tips-for-link-building

24. WAYS TO FIND THINGS PEOPLE CARE ABOUT

25. Layering data from Nielsen and Experian in context with Social PPC inventories to allows marketers to build
audience and buyer personas at scale and leverage them as a lens to develop content people want.

26. In a recent video Google revealed how they are able to model people based on their vast datasets. They are using big
data to build a database of affinities that advertisers can leverage for more effective advertising.
http://www.youtube.com/watch?v=z1kRd571bz0

27. Google has leveraged that data to segment every user across the Google ecosystem into a variety of groups called Affinity Segments.
Even right now advertisers can use this data for targeting. You can have ask your Adwords rep to get the detailed user stories that you
see above.

28. Most importantly you can get the affinity segments and demographic data right in Google Analytics. This data
yields very powerful insights in context of the other dimensions and metrics that GA provides.

29. While Experian Simmons is quite an expensive tool that is out of reach for many there are free Mosaic Interactive Guides for the US,
Germany, Australia, France, Brazil, Scotland, and Spain. I’ll get you started with the US guide http://guides.business-
strategies.co.uk/mosaicusa2011/html/visualisation.htm

30. One of Moz's key business goals is to increase the number of SMBs that signup for free services that become monthly subscribers.
Therefore the goal of this persona exercise will be to discover a key segment of Moz's audience that is very likely to share and link to
content, but hasn't purchased a Moz Analytics pro membership yet

31. Identifying the demographics allows to figure out where does the persona fall. Based on this data it’s equally valid to
have a segment that is 25-34 and female desktop user as it is to have one that 55-64 and male mobile user. The
percentages give the likelihood that that person is part of your audience.

32. I’ve used a combination of Moz’s Q&A, Twitter’s advanced search and data that I scraped from Moz’s user profiles to
uncover user needs. I’ve done it this way because these data sources are available for this site. Another site would require
other methods.

33. Facebook Graph Search, Twtrland, and Twitter Advanced Search all allow me to look precisely at the people that are
interested in Moz based and review their demographics to then examine their psychographics based on the other
features of your profile.

34. This research process yielded a persona that called Mozzy Smurf that is always on the run trying to live the 4-Hour week
lifestyle. He’s an avid traveler, lover of Moz’s content, but he expects more out of the product. Mozzy Smurf would become
a subscriber if their were different pricing options, an iPhone app, multi-seat accounts and more premium content.

35. The user journey is the path the user must take to fulfill a given need or meet a given goal (which can be a collection of
needs). An example could be the steps a user takes to go on a trip somewhere as seen above. It can be as broad (AIDA,
CEBEA) or as a granular as you’d like it to be. All that matters is that each steps is actionable and you can map it to content.

36. User desires
travel, but
doesn’t quite
know where
to go.
User is
looking to
book a
complete
itinerary
User is
planning out
everything
they need to
do for the
trip.
User is
traveling
from their
home to their
custom
itinerary trip.
User has
arrived at the
destination.
User is
enjoying their
trip.
User is
heading
home.
User has had
an issue
during their
trip.
User wants to
share their
trip with
friends and
family.
EXPLORE BOOK PREPARE TRAVEL ARRIVE STAY DEPART PROBLEM REPORT
How do I find
a place to go?
How do I find
all the
features of the
trip I want and
book it?
What do I
need to get
ready for this
trip?
How to do I
get to the
airport? What
if my flight is
canceled?
What do I do
once I land?
How to find
the things in
my itinerary?
How do I get
back to the
airport? Can I
take this stuff
home?
How do I get
help when I’m
on a trip?
Where’s the
best place to
share my
experience
online?
Trip.Me had no content for
any of these phases in the
user journey

37. Use the word clouds from your followers or a competitor’s to develop co-relevant content ideas. Beware
of the small sample size. http://www.followerwonk.com

38. Using SimplyMeasured’s free follower report with tag crowd gets you insights from a sample size of 10k.
http://www.simplymeasured.com + http://www.tagcrowd.com

39. Bottlenose’s Sonar feature allows you to identify what terms are showing up in social media which
allows you to create co-relevant content with built-in audience. http://www.bottlenose.com

40. Pose and/or identify questions using Question & Answer forum Quora to determine how popular an idea
will before putting the effort into creating something. http://www.quora.com

41. Use keyword research tools to vet content ideas, they are a direct look into the psyche of the population.
http://ubersuggest.org/ http://www.google.com/trends https://adwords.google.com/ko/KeywordPlanner/Home

42. Can’t come up with an idea? Use Yutongo to crowdsource it http://ideation.yutongo.com/

43. Stop writing with your eyes closed like this guy. Check out my presentation on personas or read the
12,500 word Moz post: http://moz.com/blog/personas-understanding-the-person-behind-the-visit
DOWNLOAD: HTTP://BIT.LY/PERSONAS-2014

44. THERE’S WAY TOO MUCH DATA OUT THERE TO BE DOING AWFUL CONTENT

45. Get custom data right from your audience with SurveyMonkey Audience http://www.surveymonkey.com/audience

46. Do the same with Google Consumer Surveys: http://www.google.com/insights/consumersurveys/

47. http://www.google.com/publicdata/directory

48. Marketing Charts is an interesting site with hundreds of random data points about random things related
to marketing http://www.marketingcharts.com/

49. Google’s Consumer Barometer provides data on buying habits around specific product types and what
devices they use to buy them. http://consumerbarometer.com

50. ZanRan is a search engine for data & stats http://www.zanran.com/

51. Data source aggregator http://www.datamarket.com

52. Question based Data Search Engine http://getthedata.org/

53. News-driven data http://www.data360.org

54. GREAT RESOURCES TO GET YOUR CONTENT MADE FOR YOU

55. Get creatives to compete for your business http://www.99designs.com

56. Identify Creatives in your area to hire based on the pre-existing work. http://www.dribbble.com

57. Organize high quality writers into a content calendar, manage their pitches and their submissions with workflow
management tools http://www.contently.com

58. Organize high quality writers into a content calendar, manage content with this content network and
workflow management tools. http://www.skyword.com

59. Great custom content created or license content from other sources with http://www.newscred.com

60. The best mid-level, low commitment content creation solution is CopyPress. The quality of the content is high
and they are also coming out with workflow management tools soon it seems. http://www.copypress.com

61. Check if the article submissions are original or not http://www.plagtracker.com

62. Check the grammar of article submissions at scale http://www.grammar.ly

64. YOU CAN DO IT ALL BY YOURSELF

69. http://infogr.am

70. http://piktochart.com

71. http://www.google.com/drive/apps.html#fusiontables

72. Make charts and infographics from google docs http://www.icharts.com

73. Interactive timelines with http://www.dipity.com

74. Create interactive books with http://www.storybird.com

75. Having trouble color coordinating? Kuler can help. http://kuler.adobe.com

76. Google Font API and Adobe Typekit had a baby. http://edgewebfonts.adobe.com

77. If the idea of designing something sounds daunting to you check out https://hackdesign.org/ for a free course

79. HOW TO GET WHAT YOU EXPECTED OUT OF ART SCHOOL KIDS

82. Every time you say you just want a “clean design” Don Draper takes a shot

83. I reached out to some SEOs involved in remarkable content projects and asked them about their processes and such. I
also talked to our Creative Director about how to better communicate creative ideas. http://bit.ly/1s2skQk

84. Audience
Wireframe
Data Look & Feel
CopyStory / Background

85. Frame the data viz completely with the target audience, the story and oftentimes the methodology and
conclusion from whatever data collection exercise we did to give them complete context.
Target Audience
Men and women ages 21+ who are interested in topics in the marketing industry & may be marketing professionals themselves
The entertainment & movie studio industry community
Those who are engaged within the SEO and social media space
Story
There is one industry that starts back at square one when it comes to marketing a new product: the movie industry. Movie studios attempt to
build new communities for every individual film in order to have engaged audiences yet abandon these social properties once the film is
released. Would a studio’s time and money be better spent continuing to engage audiences? Center social audience focus on the studio itself
rather than an individual film? This infographic examines how and what drives moviegoers to spread the word about films and gives studios a
better idea of where there focus should be when promoting a new release.
Conclusion
When choosing or recommending a movie, people don’t care about the studios that make these movies – especially not those in the younger
age range. Young people are more likely to recommend a movie through social media, however, and those who are heavy social users are
more likely to follow a studio on a social network than an individual film. Younger people get more movie information from social network and
TV commercials while older people get more information from TV commercials and print.
Methodology
Conduct a survey to find out the social behavior of moviegoers as well as how & where they talk about films.
Examine different social profiles for individual films as well as movie studios to find trends that are reflected in this data.
Utilize existing data to further inform survey and panel data.

86. Provide raw data as well as curated data points to give the designer as much latitude as a possible to tell a
visual story
How Moviegoers Hear About Movies
For most people, movie trailers are still the
“first look” they are intended to be.
bar graph
49% Movie trailers
44% TV commercials
35% Recommendations from friends
How Moviegoers Choose What to See
People select movies based on the emotions
they want to experience – causing genre to be
the top motivating factor.
pie chart
40% Genre
38% Recommendations/reviews
0.2% Studio

87. We’ll also hand the copy off in the deck, but here it is laid out on the wireframe. The images on the right
are the end result of the entire process.

88. JUST BECAUSE YOU BUILT IT DOESN’T MEAN THEY WILL COME

89. The folks at Buzzstream wrote the book on content promotion. I don’t have time to speak about it today, but check this out for a complete cross- channel
action plan http://resources.buzzstream.com/advanced-guide-to-content-promotion/ However I will briefly highlight some equations for calculating what is
required for content promotion.

90. Use this equation to calculate the number of downloads and visitors a given piece of content should generate.

91. Use this formula to calculate the number of conversions you can expect per dollar spent.

92. Use these equations to calculate the amount of prospects and the amount of outreach required to build links to your
content.

94. I offer digital marketing and training services. I can help your team put what I just talked about into action
CONSULTING
TRAINING

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There is no good Content
Marketing without Content
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Brands want to get their
messages in front of as many
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I develop and execute plans
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Earned Media Making What People Want Paid Media Amplification Building Websites
I specialize in building websites and content that generate more money through Owned, Earned and Paid media
channels.

96. That’s all I’ve got!

97. DOWNLOAD: HTTP://BIT.LY/SCALING-QUALITY13