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Content Marketing Challenge - Expanding Mediums Beyond the Written Word

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For more information on content strategy from Orthris: http://orthris.com/consulting-services/content/

Written content is perfect for some, but not always the right content strategy for others. At Pubcon 2014, I talked about alternative mediums and strategies. As usual, without narration or attending, it may be a little rough to follow the presentation.

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Content Marketing Challenge - Expanding Mediums Beyond the Written Word

  1. 1. WHY CONTENT FAILS • Cookie cutter • Weak promotions & no interaction between mediums • Wrong medium • Low brand correlation http://orthris.com/consulting-services/content/
  2. 2. WHAT IS CONTENT? • Content is a consumable item, that comes in all shapes and sizes, with the goals of telling a story by capturing the audience’s attention. • Content is: video, landing pages, written content, visual content, podcasts, interactive, etc http://orthris.com/consulting-services/content/
  3. 3. Content is not MEANS TO AN END. It’s a JOURNEY and DESTINATION for your audience. http://orthris.com/consulting-services/content/
  4. 4. WHAT SHOULD CONTENT DO • Rile up emotions in people • Tell a story • Provide information that entertains or is interesting • Meet a goal [lead gen, conversion, visibility, link generation] • Share data or research http://orthris.com/consulting-services/content/
  5. 5. No matter the medium: Content needs a PURPOSE. http://orthris.com/consulting-services/content/
  6. 6. HOW DO I DETERMINE MEDIUMS? ASK YOURSELF! • WHO am I targeting (age range, gender, economic status, interests, etc) • WHAT are they consuming? Online video? Television? Digital publications? • Go forth and create! *You can perform internal research with audience members to help determine this [SurveyMonkey] http://orthris.com/consulting-services/content/
  7. 7. • IDENTIFY YOUR GOALS • RESEARCH: PERSONAS, AUDIT YOUR COMPETITORS, INTERNAL SURVEYS • CREATE YOUR STRATEGY & CHOOSE YOUR MEDIUM(S) ACCORDING TO PERSONAS • TEST 1-2 DIFFERENT TYPES • MEASURE, MEASURE, MEASURE, MEASURE, MEASURE AGAINST YOUR GOALS • *PERSONAS: MIKE KING- @ipullrank http://orthris.com/consulting-services/content/
  8. 8. AUDIT COMPETITOR’S CONTENT Audience Overlap = Where the magic happens! (AKA, where data can be found) COMPETITOR YOU/CLIENT BRAND http://orthris.com/consulting-services/content/
  9. 9. AUDIT COMPETITOR’S CONTENT Screaming Frog [to crawl blog for URLs] • Categorize the different mediums into clusters • Take those clusters and… SharedCount [Pull social metrics] MajesticSEO/Similar Tool [Pull organic metrics] What mediums resonate? What mediums don’t? http://orthris.com/consulting-services/content/
  10. 10. HISTORY SHOULD STAY HISTORY BLOG WEBSITE POST THIRD PARTY PUBLICATION OR WEBSITE SIMILAR OR SAME POST THIRD PARTY PUBLICATION OR WEBSITE SIMILAR OR SAME POST http://orthris.com/consulting-services/content/
  11. 11. CONTENT MEDIUM INTERACTIONS WEBSITE THIRD PARTY PUBLICATION OR WEBSITE VIDEO BLOG POST / SUPPORTING BLOG POST / VISUAL THIRD PARTY PUBLICATION OR WEBSITE STATIC VISUALS (SLIDESHAR E, VISUAL CARDS, ETC) TRANSCRIPT http://orthris.com/consulting-services/content/
  12. 12. CONTENT MEDIUMS
  13. 13. Infographics • Research heavy content: simplified • Easy to digest and highly shareable • NOT everything should be an infographic. Use sparingly and measure performance, distribution, link generation http://orthris.com/consulting-services/content/
  14. 14. PUPPIES! http://orthris.com/consulting-services/content/
  15. 15. UGC (USER GENERATED CONTENT) • Great for extra, fresh content that involves your audience or customers. • Sculpt continually to make sure UGC that isn’t generating traffic isn’t indexed in the SERPs. • Pack [Newsletters, Photo Feeds] http://orthris.com/consulting-services/content/
  16. 16. VIDEO/INFLUENCER COLLAB “While almost all online adults age 18-29 (95%) and most of those age 30-49 (87%) watch and/or download online videos, that figure drops to 58% among adults online age 50 and older.” – Pew research study http://orthris.com/consulting-services/content/
  17. 17. VIDEO/INFLUENCER COLLAB (Brand: GoPro) • “Sharing” audiences for possible loyalty transference. • Reaching millennials [hardest group to target] • Short (5-15 seconds) vs. Extended (5-7 minutes) • Vine / Instagram / YouTube http://orthris.com/consulting-services/content/
  18. 18. REPURPOSING ARTICLES • Pull metrics, identify what articles performed best (on site and off site) • Repurpose into mediums that reach your intended demographic • Repurpose into slideshares, infographics, videos, etc. for distribution. [Buzzfeed] http://orthris.com/consulting-services/content/
  19. 19. WEBINARS • Great for promotional & non-promotional content • Repurpose into Slideshare • Take Q&A • Brand visibility and authority in the space • Email Capture http://orthris.com/consulting-services/content/
  20. 20. WHITE PAPERS • Deep research with internal sources and external sources. • Promotional (ie: research related to product) • Non-promotional (ie: industry research) http://orthris.com/consulting-services/content/
  21. 21. TRENDING CONTENT Owdy.Co: Network developed. • Trending Content is NOT for everyone. • Virality and visibility • Must be industry relevant http://orthris.com/consulting-services/content/
  22. 22. E-BOOKS • In-Depth Guides • Multiple content pieces formed into a narrative • Graphics heavy • Research intensive • Great for harvesting emails http://orthris.com/consulting-services/content/
  23. 23. INTERACTIVE PIECES • Interactive pieces engage and are great for educational type content, or complicated data http://orthris.com/consulting-services/content/
  24. 24. CAMPAIGN EXAMPLES
  25. 25. IRON MAN AUDI’S COBRAND WITH MARVEL [IRON MAN] • Comic book & storyline • Landing page • Co-promoted R8 and Movie Release • Data/Email Capture http://orthris.com/consulting-services/content/
  26. 26. MARKETING AUTOMATION COMPANY • GOAL: Email capture via eBook downloads • Infographic, Written Posts, Ebook MARKETING AUTOMATION WEBSITE EBOOK IG ON THIRD PARTY SITE POST ON THIRD PARTY SITE POST PART 1 ON BLOG POST PART 2 ON BLOG Visual Cards (Quotes) http://orthris.com/consulting-services/content/
  27. 27. PORNHUB • Promote brand in an acceptable way with mainstream publications • Provide shareable data in the form of graphs and visuals http://orthris.com/consulting-services/content/
  28. 28. AIRBNB In-depth Guides • Resourceful • Rankable • Visual *AirBnB uses local photographers for their content http://orthris.com/consulting-services/content/
  29. 29. • IDENTIFY YOUR GOALS • RESEARCH: PERSONAS, AUDIT YOUR COMPETITORS, INTERNAL SURVEYS • CREATE YOUR STRATEGY & CHOOSE YOUR MEDIUM(S) ACCORDING TO PERSONAS • TEST 1-2 DIFFERENT TYPES • MEASURE, MEASURE, MEASURE, MEASURE, MEASURE AGAINST YOUR GOALS http://orthris.com/consulting-services/content/
  30. 30. LET’S CHAT! TWITTER: @selenavidya EMAIL: selena@orthris.com G PLUS: Gplus.to/selenavidya LINKEDIN: Linkedin.com/in/selenavidya http://orthris.com/consulting-services/content/

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