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Content Chaos: Building Brand Through Content Experiments

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Ross Simmonds delivered this presentation at MozCon 2016 to share the value and ideal approach to leveraging content experimentation to drive results. From Reddit to Slideshare, these slides are meant to help understand how you can leverage the Build, Ship, Learn & Decide model to drive meaningful results in your content experiments.

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Content Chaos: Building Brand Through Content Experiments

  1. C r a t e @ T h e C o o l e s t C o o l C o n t e n t C h a o s : B u i l d i n g Y o u r B r a n d t h r o u g h C o n s t a n t E x p e r i m e n t s
  2. WHAT IS AN EXPERIMENT: A scientific procedure undertaken to make a discovery, test a hypothesis, or demonstrate a known fact.
  3. Experiments don’t work for small & Medium Sized brands! COMMON MYTH:
  4. REALITY: They do! You just have to do them right.
  5. EXPERIMENTATION ISN’T JUST FOR UX, EMAIL, SEO & PAID MEDIA… CONTENT
  6. Reddit is a content platform just like Medium.com or LinkedIn pulse!
  7. HOW TO VALIDATE YOUR EXPERIMENTSValidate the different channels Validate the approach Validate the topic
  8. EXPERIMENTS HAVE THE ABILITY TO DRIVE REAL RESULTS
  9. The 70:20:10 Model from Coca-Cola 70% Low Risk Content Achieves all qualifiers. 20% Innovative Content Accomplishes 1 or 2 of the qualifiers. 10% High Risk Content Achieves 0 of the qualifiers. Create a visual that shows that these three things are connected..
  10. EMBRACE A LITTLE CHAOS…
  11. All life is an experiment. The more experiments you make the better. - Ralph Waldo Emerson
  12. R O S S S I M M O N D S C r a t e @ T h e C o o l e s t C o o l

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