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What's that smell? Your Content R.O.T! Ethology Content Marketing Webinar

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Website visitors and search engines love fresh, relevant content. You know what they hate? The redundant, outdated and trivial (R.O.T.) content that’s sitting on your site right now.

How did we get here? By prioritizing quantity over quality, and focusing on the value of search over the value content brings to customers. More content is not the answer, and many marketers are content marketing their brands and customers to death. Thankfully, there is a solution.

Published in: Marketing
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What's that smell? Your Content R.O.T! Ethology Content Marketing Webinar

  1. 1. #ROTcontent @annabananahrach @MikeCorak What’s that smell? Your ROT content.
  2. 2. #ROTcontent @annabananahrach @MikeCorak Content marketing is everywhere.
  3. 3. #ROTcontent @annabananahrach @MikeCorak Content marketing is everywhere. Literally.
  4. 4. #ROTcontent @annabananahrach @MikeCorak The world’s biggest brands are now content marketers
  5. 5. #ROTcontent @annabananahrach @MikeCorak “All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.” - Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence at Coca-Cola
  6. 6. #ROTcontent @annabananahrach @MikeCorak “All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.” - Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence at Coca-Cola
  7. 7. #ROTcontent @annabananahrach @MikeCorak
  8. 8. #ROTcontent @annabananahrach @MikeCorak “Content is king! Create it now, and create lots of it on every channel!”
  9. 9. #ROTcontent @annabananahrach @MikeCorak “Content marketing is the new SEO. Create a blog post around these keywords.”
  10. 10. #ROTcontent @annabananahrach @MikeCorak “Remember Oreo’s ‘dunk in the dark’ tweet? What’s our ‘Oreo moment’?”
  11. 11. #ROTcontent @annabananahrach @MikeCorakhttp://pixabay.com/p-114090/?no_redirect #ROTcontent @annabananahrach @MikeCorak
  12. 12. #ROTcontent @annabananahrach @MikeCorakhttp://pixabay.com/p-114090/?no_redirect Content #ROTcontent @annabananahrach @MikeCorak
  13. 13. #ROTcontent @annabananahrach @MikeCorakhttps://www.flickr.com/photos/jdhancock #ROTcontent @annabananahrach @MikeCorak
  14. 14. #ROTcontent @annabananahrach @MikeCorak
  15. 15. #ROTcontent @annabananahrach @MikeCorak
  16. 16. #ROTcontent @annabananahrach @MikeCorak Stop focusing on MORE. Customers don’t want more. They want better.
  17. 17. #ROTcontent @annabananahrach @MikeCorak Time to face the facts. Brands have a content problem.
  18. 18. #ROTcontent @annabananahrach @MikeCorak They’ve hired people to create more and more content
  19. 19. #ROTcontent @annabananahrach @MikeCorak They’re not using strategy. They don’t know if it’s working.
  20. 20. #ROTcontent @annabananahrach @MikeCorak
  21. 21. #ROTcontent @annabananahrach @MikeCorak What does this approach create?
  22. 22. #ROTcontent @annabananahrach @MikeCorak What does this approach create? Piles of non-performing content.
  23. 23. #ROTcontent @annabananahrach @MikeCorak What does this approach create? Piles of non-performing content. What do companies do?
  24. 24. #ROTcontent @annabananahrach @MikeCorak What does this approach create? Piles of non-performing content. What do companies do? Create more.
  25. 25. #ROTcontent @annabananahrach @MikeCorak
  26. 26. #ROTcontent @annabananahrach @MikeCorak Before you create one more piece of content, you need to identify your ROT content.
  27. 27. #ROTcontent @annabananahrach @MikeCorak What’s ROT content?
  28. 28. #ROTcontent @annabananahrach @MikeCorak What does this approach create? Piles of non-performing content.
  29. 29. #ROTcontent @annabananahrach @MikeCorak R O T
  30. 30. #ROTcontent @annabananahrach @MikeCorak Redundant: O T Duplicate content, overly wordy
  31. 31. #ROTcontent @annabananahrach @MikeCorak Redundant: Outdated: T Duplicate content, overly wordy Expired offers, out-of-date content, outdated materials, broken links/images
  32. 32. #ROTcontent @annabananahrach @MikeCorak Redundant: Outdated: Trivial: Duplicate content, overly wordy Expired offers, out-of-date content, outdated materials, broken links/images Not relevant for the brand, no value for the visitor, missing content or context
  33. 33. #ROTcontent @annabananahrach @MikeCorak Redundant 2013 2015
  34. 34. #ROTcontent @annabananahrach @MikeCorak Outdated
  35. 35. #ROTcontent @annabananahrach @MikeCorak Trivial
  36. 36. #ROTcontent @annabananahrach @MikeCorak Trivial Oreo may be able to get away with this...but chances are your brand can’t.
  37. 37. #ROTcontent @annabananahrach @MikeCorak How does ROT content happen?
  38. 38. #ROTcontent @annabananahrach @MikeCorak Governance wasn’t part of your plan.
  39. 39. #ROTcontent @annabananahrach @MikeCorak The ideal content creation process Audience Intelligence The “Who” • Who are we speaking to? • Who is our customer? • Whose needs do we need to consider? The “When”The “Why” • Why are we creating content in the first place? • Why will users care? • Business goals vs. user needs? Content Strategy • Planning and updates • Content performance • Workflows • Update process • Prioritization Content Governance 1 2 3 The “How” • How is content to be distributed? • How are channels different? • How will customers react? The “What” • What are we going to create? • What is the posting schedule? • What gets promoted? Content Marketing Editorial Execution
  40. 40. #ROTcontent @annabananahrach @MikeCorak The typical content creation process Audience Intelligence The “Who” • Who are we speaking to? • Who is our customer? • Whose needs do we need to consider? 1 2 3 The “How” • How is content to be distributed? • How are channels different? • How will customers react? The “What” • What are we going to create? • What is the posting schedule? • What gets promoted? The “Why” • Why are we creating content in the first place? • Why will users care? • Business goals vs. user needs? Content Strategy The “When” • WTF? • What do we do next? • Who’s in charge of next steps? • So...create more? Content Governance Content Marketing Editorial Execution
  41. 41. #ROTcontent @annabananahrach @MikeCorak This is just the worst. Don’t do this. Please. Audience Intelligence The “Who” • Who are we speaking to? • Who is our customer? • Whose needs do we need to consider? 1 2 3 The “How” • How is content to be distributed? • How are channels different? • How will customers react? The “What” • What are we going to create? • What is the posting schedule? • What gets promoted? The “Why” • Why are we creating content in the first place? • Why will users care? • Business goals vs. user needs? Content Strategy Content Marketing Editorial Execution
  42. 42. #ROTcontent @annabananahrach @MikeCorak Content execution gets prioritized over content strategy.
  43. 43. #ROTcontent @annabananahrach @MikeCorak Content strategy and content marketing
  44. 44. #ROTcontent @annabananahrach @MikeCorak Content strategy as the filter
  45. 45. #ROTcontent @annabananahrach @MikeCorak You gotta know the sweet spot
  46. 46. #ROTcontent @annabananahrach @MikeCorak You gotta know the sweet spot Psst...that’s the sweet spot!
  47. 47. #ROTcontent @annabananahrach @MikeCorak Roles and responsibilities are blurred.
  48. 48. #ROTcontent @annabananahrach @MikeCorak ? Q: Who’s Responsible for Content? ○ No one responsible for content
  49. 49. #ROTcontent @annabananahrach @MikeCorak ! Q: Who’s Responsible for Content? A: EVERYONE! But responsibilities need to be clearly defined and understood by everyone. ○ No one responsible for content
  50. 50. #ROTcontent @annabananahrach @MikeCorak Stakeholders can’t agree, so everyone has a different agenda.
  51. 51. #ROTcontent @annabananahrach @MikeCorak
  52. 52. #ROTcontent @annabananahrach @MikeCorak Content is just being used as another vehicle for search engine optimization.
  53. 53. #ROTcontent @annabananahrach @MikeCorak Search in its simplest form Research Measuring Performance Tactical Execution
  54. 54. #ROTcontent @annabananahrach @MikeCorak Search was...about keyword usage in content Keyword Research Keyword Usage Page elements: Titles, headings, meta, body copy, links including anchor Keyword Rankings *Keyword data via analytics Research Measuring Performance Tactical Execution
  55. 55. #ROTcontent @annabananahrach @MikeCorak Search today is about themes and intent • Biz objectives • Social listening • User personas • Analytic insights • Keyword research by THEME • All of which feeds content strategy • Search • Content planning • Site hierarchy • Social posting • Display messaging • Email messaging • Local messaging • PPC Ad Groups • Content focused media (Native) • Standard KPIs (real world) • Thematic performance (segmentation, attribution) Research Measuring Performance Tactical Execution
  56. 56. #ROTcontent @annabananahrach @MikeCorak SEO should inform – not dictate – content creation
  57. 57. #ROTcontent @annabananahrach @MikeCorak Modern SEO = Data Analyst Volume of Data Past Data Sources: Keyword Rankings Backlinks Pageviews PageRank Data Sources: More Robust Analytics Data Conversion Data Attribution Modeling Engagement Data Competitive Insights Content Demand Social Data Webmaster Tools Data SERP Data Future
  58. 58. #ROTcontent @annabananahrach @MikeCorak FYI: Keyword-heavy content = ROT
  59. 59. #ROTcontent @annabananahrach @MikeCorak The left hand doesn’t know what the right hand is doing.
  60. 60. #ROTcontent @annabananahrach @MikeCorak Top Impediment to Program IntegrationNot so great for content creation
  61. 61. #ROTcontent @annabananahrach @MikeCorak Shift your culture to break down silos Educate, educate, educate Gain senior buy-off Reimagine your organizational structure, processes Rally teams and partners around integrated programs Assign common success KPIs across teams Create senior level Content position Include cross-channel teamwork in performance reviews Celebrate group successes
  62. 62. #ROTcontent @annabananahrach @MikeCorak Why ROT content matters
  63. 63. #ROTcontent @annabananahrach @MikeCorak bigger isn’t always better
  64. 64. #ROTcontent @annabananahrach @MikeCorak Is this how you want customers to see your content?!
  65. 65. #ROTcontent @annabananahrach @MikeCorak
  66. 66. #ROTcontent @annabananahrach @MikeCorak ROT creates confusing user experiences WTF?
  67. 67. #ROTcontent @annabananahrach @MikeCorak
  68. 68. #ROTcontent @annabananahrach @MikeCorak How to clean up ROT content
  69. 69. #ROTcontent @annabananahrach @MikeCorak Step 1: Take an inventory of your content
  70. 70. #ROTcontent @annabananahrach @MikeCorak Step 2: Audit and score your content
  71. 71. #ROTcontent @annabananahrach @MikeCorak Basic audit criteria BRAND ATTRIBUTES USER RELEVANCY CUSTOMER EXPERIENCE Business goals Core values Messaging architecture Voice, tone and style Content goals Key themes Customer goals Useful Usable Informative Valuable Actionable Hierarchy Clarity Technically sound Key themes Delightful Information Architecture
  72. 72. #ROTcontent @annabananahrach @MikeCorak Step 3: Determine what can and cannot be fixed
  73. 73. #ROTcontent @annabananahrach @MikeCorak Step 4: Trash unnecessary content http://www.flickr.com/photos/jdhancock/ Step 4: Get rid of bad content
  74. 74. #ROTcontent @annabananahrach @MikeCorak Step 5: Clean up and organize content http://www.flickr.com/photos/jdhancock/
  75. 75. #ROTcontent @annabananahrach @MikeCorak Step 6: Build governance into your content process Audience Intelligence The “Who” • Who are we speaking to? • Who is our customer? • Whose needs do we need to consider? 1 2 3 The “How” • How is content to be distributed? • How are channels different? • How will customers react? The “What” • What are we going to create? • What is the posting schedule? • What gets promoted? The “Why” • Why are we creating content in the first place? • Why will users care? • Business goals vs. user needs? Content Strategy The “When” • WTF? • What do we do next? • Who’s in charge of next steps? • So...create more? Content Governance Content Marketing Editorial Execution
  76. 76. #ROTcontent @annabananahrach @MikeCorak Step 6: Build governance into your content process Audience Intelligence The “Who” • Who are we speaking to? • Who is our customer? • Whose needs do we need to consider? The “When”The “Why” • Why are we creating content in the first place? • Why will users care? • Business goals vs. user needs? Content Strategy • Planning and updates • Content performance • Workflows • Update process • Prioritization Content Governance 1 2 3 The “How” • How is content to be distributed? • How are channels different? • How will customers react? The “What” • What are we going to create? • What is the posting schedule? • What gets promoted? Content Marketing Editorial Execution
  77. 77. #ROTcontent @annabananahrach @MikeCorak Questions?
  78. 78. #ROTcontent @annabananahrach @MikeCorak Thank you

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