INVEST	
  
(AND	
  WIN)	
  
WITH	
  
CONTENT	
  
GOOGLE	
  HAS	
  
HAD	
  A	
  GOOD	
  
TIME	
  OF	
  IT	
  
AND	
  HAS	
  BEHAVED	
  LIKE	
  
KING	
  OF	
  THE	
  JUNGLE	
  
CHANGE	
  IS	
  
COMING	
  
A	
  NEW	
  SHERIFF’S	
  IN	
  TOWN	
  
THE	
  METHOD	
  OF	
  
DISCOVERY	
  IS	
  CHANGING	
  
SOCIAL	
  HAS	
  
BEEN	
  BUILDING	
  
AN	
  ARMY	
  
THE	
  INDUSTRY	
  IS	
  
FINDING	
  OTHER	
  WAYS	
  
TO	
  BUILD	
  AUDIENCE	
  
RESULT?	
  
GOOGLE	
  HAS	
  MOVED	
  
FROM	
  THE	
  STICK…	
  
TO	
  THE	
  CARROT	
  
GOOD	
  CONTENT	
  IS	
  
BEING	
  REWARDED	
  
NOT	
  THIS	
  
THIS	
  
INTERACTIVE	

HTWIN.NET  –  SCALE  OF  THE  UNIVERSE
THIS	
  

DEBT.CO.UK  –  FOOTBALL  AND  DEBT
GOOGLE	
  IS	
  GIVING	
  
US	
  REASONS	
  TO	
  

INVEST	
  
PENALTIES	
  
100%	
  NOT	
  
PROVIDED	
  
HUMMINGBIRD	
  
IN	
  DEPTH	
  ARTICLES	
  
FRESHNESS	
  ALGO	
  
SOCIAL	
  SIGNALS	
  
SOCIAL	
  REWARDS	
  	
  
GREAT	
  CONTENT	
  
ENGAGEMENT	
  
AUDIENCE	
  ACQUISITION	
  
 

WHAT	
  KIND	
  OF	
  
CONTENT	
  WORKS?
LED	
  BY	
  	
  

BIG	
  
CONTENT	
  

	
  
AND	
  GREAT	
  
REGULAR	
  
CONTENT	
  
OUR	
  CONTENT	
  PROCESS	
  
IDEATION	
  

VARIATION	
  

CREATION	
  

DISTRIBUTION	
  
IDEAS	
  ARE	
  THE	
  
LIFEBLOOD	
  
IDEATION	
  
	
  
CLIENT	
  
GOALS	
  	
  
	
  

	
  
SOCIAL	
  
DATA	
  
	
  

LONG	
  TAIL	
  
PHRASES	
  

SEMANTIC	
  ...
THE	
  BRIEF	
  
SOCIAL	
  DATA	
  
USE	
  THIS	
  
CREATE	
  THIS	
  
PERCENTAGE	
  OF	
  AUDIENCE	
  WHO	
  LIKE	
  
100%	
  
90%	
  
80%	
  
70%	
  
60%	
  
50%	
  
40%	
 ...
EVEN	
  THIS	
  
Zazzle	
  Content	
  Index:	
  TV	
  Shows	
  
30	
  

15	
  
23	
  22	
  

98	
  

Jersey	
  Shore	
  
B...
THE	
  LONG	
  TAIL	
  
SEMANTIC	
  PHRASES	
  
TRENDING	
  CONTENT	
  
EVERGREEN	
  CONTENT	
  
PURCHASE	
  FUNNEL	
  
CREATE	
  THE	
  
STRATEGY	
  
ENSURE	
  
VARIATION	
  
CREATE	
  THIS	
  
SMALL	
  CONTENT	
  TYPES	
  
ArUcles	
  

CompeUUons	
  
Infographics	
  

Video	
  
Surveys	
  
BIG	
  CONTENT	
  TYPES	
  
Data	
  
VisualisaUons	
  

Games	
  
InteracUve	
  
infographics	
  

Ebooks	
  

CompeUUons	...
CREATION	
  
PRODUCE	
  VARIATION	
  
DIVERSE	
  SKILL	
  SETS	
  
HEAD OF
CONTENT

DEPUTY
DISTRIBUTION
TEAM LEAD

INFLUENCER
ANALYST

PAID MEDIA
EXEC

PR EXEC
...
DISTRIBUTION	
  
COVER	
  EVERY	
  ANGLE	
  
PAID	
  MEDIA	
  

EARNED	
  
MEDIA	
  

OWNED	
  
MEDIA	
  
FIND	
  THEM	
  
CONNECT	
  
WITH	
  

PROFESSIONALS	
  
LINKEDIN	
  
TWITTER	
  
JOURNALIST	
  DIRECTORIES	
  
AND	
  OUR	
  
OWN	
  TOOL	
  
PReacher	
  

PREACHER.ZAZZLEMEDIA.CO.UK	
  
PROMOTION	
  
PAID	
  SOCIAL	
  AMPLIFICATION	
  
PAID	
  SEARCH	
  
EARNED	
  INFLUENCER	
  CHANNELS	
  
Social	
  

Forums	
  

Groups	
  

Aggregators	
  
OWNED	
  CHANNELS	
  
BLOG	
  PAGES	
  

E-­‐NEWSLETTERS	
  
OPTIMISE	
  FOR	
  
SOCIAL	
  
GOOGLE	
  PLUS	
  AUTHORSHIP	
  
OPEN	
  GRAPH	
  
TWITTER	
  CARDS	
  
SUPPORT	
  WITH	
  THIS	
  
GET	
  IT	
  RIGHT	
  
THOUGH…	
  
SCALE	
  OF	
  THE	
  UNIVERSE	
  
An	
  interac`ve	
  infographic	
  –	
  htwins.net/scale2/	
  

87k	
  Links	
  	
  	
 ...
THANKS	
  
Simon	
  Penson	
  	
  	
  
Zazzle	
  Media	
  Managing	
  Director	
  

www.zazzlemedia.co.uk	
  
@simonpenson...
Invest and Win with Digital Content
Invest and Win with Digital Content
Invest and Win with Digital Content
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Invest and Win with Digital Content

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The following presentation was created for this year's Performance Marketing Insights event in London. It walks through the process of creating structure throughout your digital content strategy and the marketing of it to maximize ROI.

Published in: Marketing, Technology

Invest and Win with Digital Content

  1. INVEST   (AND  WIN)   WITH   CONTENT  
  2. GOOGLE  HAS   HAD  A  GOOD   TIME  OF  IT  
  3. AND  HAS  BEHAVED  LIKE   KING  OF  THE  JUNGLE  
  4. CHANGE  IS   COMING  
  5. A  NEW  SHERIFF’S  IN  TOWN  
  6. THE  METHOD  OF   DISCOVERY  IS  CHANGING  
  7. SOCIAL  HAS   BEEN  BUILDING   AN  ARMY  
  8. THE  INDUSTRY  IS   FINDING  OTHER  WAYS   TO  BUILD  AUDIENCE  
  9. RESULT?  
  10. GOOGLE  HAS  MOVED   FROM  THE  STICK…  
  11. TO  THE  CARROT  
  12. GOOD  CONTENT  IS   BEING  REWARDED  
  13. NOT  THIS  
  14. THIS   INTERACTIVE HTWIN.NET  –  SCALE  OF  THE  UNIVERSE
  15. THIS   DEBT.CO.UK  –  FOOTBALL  AND  DEBT
  16. GOOGLE  IS  GIVING   US  REASONS  TO   INVEST  
  17. PENALTIES  
  18. 100%  NOT   PROVIDED  
  19. HUMMINGBIRD  
  20. IN  DEPTH  ARTICLES  
  21. FRESHNESS  ALGO  
  22. SOCIAL  SIGNALS  
  23. SOCIAL  REWARDS     GREAT  CONTENT  
  24. ENGAGEMENT  
  25. AUDIENCE  ACQUISITION  
  26.   WHAT  KIND  OF   CONTENT  WORKS?
  27. LED  BY     BIG   CONTENT    
  28. AND  GREAT   REGULAR   CONTENT  
  29. OUR  CONTENT  PROCESS   IDEATION   VARIATION   CREATION   DISTRIBUTION  
  30. IDEAS  ARE  THE   LIFEBLOOD  
  31. IDEATION     CLIENT   GOALS         SOCIAL   DATA     LONG  TAIL   PHRASES   SEMANTIC   PHRASES   TRENDING   CONTENT   EVERGREEN   CONTENT   CONTENT   TYPES   PURCHASE   FUNNEL  
  32. THE  BRIEF  
  33. SOCIAL  DATA  
  34. USE  THIS  
  35. CREATE  THIS   PERCENTAGE  OF  AUDIENCE  WHO  LIKE   100%   90%   80%   70%   60%   50%   40%   30%   20%   10%   0%   Facebook   Phones  4u  
  36. EVEN  THIS   Zazzle  Content  Index:  TV  Shows   30   15   23  22   98   Jersey  Shore   Britain's  Got  Talent   92   43   51   87   53   84   62   74   63   64   68   Two  and  a  Half  Men   CoronaUon  Street   Only  Way  Is  Essex   How  I  Met  Your  Mother   X  Factor   Mock  The  Week   Geordie  Shore   40   I'm  A  Celebrity   Strictly  Come  Dancing   31   Family  Guy   Walking  Dead   Dexter   Spartacus   Game  of  Thrones   Mad  Men   Downton  Abbey  
  37. THE  LONG  TAIL  
  38. SEMANTIC  PHRASES  
  39. TRENDING  CONTENT  
  40. EVERGREEN  CONTENT  
  41. PURCHASE  FUNNEL  
  42. CREATE  THE   STRATEGY  
  43. ENSURE   VARIATION  
  44. CREATE  THIS  
  45. SMALL  CONTENT  TYPES   ArUcles   CompeUUons   Infographics   Video   Surveys  
  46. BIG  CONTENT  TYPES   Data   VisualisaUons   Games   InteracUve   infographics   Ebooks   CompeUUons   Whitepapers  
  47. CREATION  
  48. PRODUCE  VARIATION  
  49. DIVERSE  SKILL  SETS   HEAD OF CONTENT DEPUTY DISTRIBUTION TEAM LEAD INFLUENCER ANALYST PAID MEDIA EXEC PR EXEC CREATION TEAM LEAD OUTREACH EXEC DESIGNER DEVELOPER WRITERS VIDEOGRAPHER
  50. DISTRIBUTION  
  51. COVER  EVERY  ANGLE   PAID  MEDIA   EARNED   MEDIA   OWNED   MEDIA  
  52. FIND  THEM  
  53. CONNECT   WITH   PROFESSIONALS  
  54. LINKEDIN  
  55. TWITTER  
  56. JOURNALIST  DIRECTORIES  
  57. AND  OUR   OWN  TOOL  
  58. PReacher   PREACHER.ZAZZLEMEDIA.CO.UK  
  59. PROMOTION  
  60. PAID  SOCIAL  AMPLIFICATION  
  61. PAID  SEARCH  
  62. EARNED  INFLUENCER  CHANNELS   Social   Forums   Groups   Aggregators  
  63. OWNED  CHANNELS   BLOG  PAGES   E-­‐NEWSLETTERS  
  64. OPTIMISE  FOR   SOCIAL  
  65. GOOGLE  PLUS  AUTHORSHIP  
  66. OPEN  GRAPH  
  67. TWITTER  CARDS  
  68. SUPPORT  WITH  THIS  
  69. GET  IT  RIGHT   THOUGH…  
  70. SCALE  OF  THE  UNIVERSE   An  interac`ve  infographic  –  htwins.net/scale2/   87k  Links       3.5k  Domains     35k  Twi^er  shares     320k  Facebook  shares  
  71. THANKS   Simon  Penson       Zazzle  Media  Managing  Director   www.zazzlemedia.co.uk   @simonpenson   simon.penson@zazzlemedia.co.uk   Download  this  presenta`on  on  Slideshare    

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