Big Content Case Study - How small teams can do big things (HerdTracker) #ETEA14
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The document discusses Big Content and how small teams can create impactful content using data-driven approaches. It highlights the HerdTracker app, which tracks wildebeest migrations in East Africa. HerdTracker followed best practices for Big Content - it had a clear purpose of benefiting tourism, set objectives, validated its idea with data, launched with a PR strategy, and nurtured partnerships. The app saw success with over 24,000 visitors and media coverage. The presentation provides guidance on how to develop Big Content by knowing your purpose, setting goals, brainstorming ideas, validating with data, building content, launching, and nurturing relationships.
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Big Content Case Study - How small teams can do big things (HerdTracker) #ETEA14
- 1. @HerdTracker! Wildebeest Migration tracking app. @andrevankets
- 2. #BigContent! How small teams can do big things.
- 3. Slides are available ! for download bit.ly/bigcontent-herdtracker
- 5. What is Big Co ntent?
- 6. Big Content Big! Data Content Marketing
- 7. Big! Data Content Marketing
- 8. Big Content:! ! A data-driven approach to content marketing. Photo: http://stock-clip.com/video-footage/binary+code/2
- 9. Big Content:! ! A data-driven approach to content marketing. Photo: http://en.wikipedia.org/wiki/Data-driven_journalism
- 10. Big! Data Content Marketing
- 11. Running a blog
- 12. Videos
- 14. TV Shows
- 16. Art
- 18. Big Content examples Big! Data Content Marketing
- 19. concerthotels.com 2-3 examples should go h ere
- 20. mozcast.org 2-3 examples should go h ere
- 22. ocearch.org 2-3 examples should go h ere
- 23. ocearch.org 2-3 examples should go h ere
- 24. ocearch.org 2-3 examples should go h ere
- 25. ocearch.org 2-3 examples should go h ere
- 26. ocearch.org 2-3 examples should go h ere Photo: http://animals.nationalgeographic.com/animals/photos/great-white-sharks/
- 28. 2-3 examples should go h ere
- 29. “Big Content requires significant time and resources” http://www.convinceandconvert.com/content-marketing/3-strategies-to-make- big-content-work-for-your-brand/! Matthew Gratt
- 30. “Content gets big via its amplification … across multiple channels, devices and platforms.”! ! http://www.fastcompany.com/3008494/big-data-comes-big-content! Steve Kerho
- 31. “Big Content Breaks Moulds”! ! “Big Content Can Be Small” http://moz.com/blog/why-big-content-is-worth-the-risk/! Dr. Peter J. Meyers @dr_pete
- 32. “Purposefully designed! Evergreen or Cyclical! Interactive! Interesting to most people! Very useful to your audience” @andrevankets #ETEA 2014
- 33. “Big Content = B ig Effort” @andrevankets #ETEA 2014
- 34. Why Big Conte nt?
- 35. SEO doesn’t work like it used to 1/7 Same tactics, fading results
- 36. SEO done wrong, is risky 2/7 Google penalty
- 37. 3/7 Big Content introduces your! brand to press and media
- 38. Marketing on Auto-pilot 4/7 Photo: http://gitez.com/autopilot
- 39. Barrier to ! entry for others in your niche 5/7 Photo: http://syacartoonist.com/entry-barrier
- 40. 6/7 You will be seen as an! authority.
- 41. It’s free.! ! ! ! ! ! ! ! 7/7 Photo: http://funnypicturesplus.com/free-hugs-or-deluxe-hugs.html
- 42. It’s free.! ! Not really.! ! ! ! ! !
- 43. It’s free.! ! Not really.! ! ! Creation = $! Distribution = FREE! !
- 44. ?
- 46. What Big Content is.! ! Why it’s worth doing.
- 47. How do we create Big Content?
- 50. Since launch April 2014 159 updates! 78 with photos! 23 with video
- 52. #1! Know your purpose!
- 55. #2! Set your objectives!
- 56. 1. Newsworthy! 2. East Africa! 3. Benefit all tourism stakeholders! 4. Inexpensive to build! 5. Create a community / start a movement! 6. Traffic! 7. Sales
- 57. Goal Measurable Something newsworthy # Web and print! mentions + links East Africa # Content partners Benefit all tourism stakeholders Supoprt from all stakeholder types support Inexpensive to build Under budget ! On time Create a community / start a movement Social following &! Content contributers Traffic # Unique visitors, ConvRate, BounceRate Sales # Leads! $$$ http://en.wikipedia.org/wiki/SMART_criteria
- 58. #3! Brainstorming and coming up with “the idea”
- 62. Migration: “Wh e re” + “When”
- 67. #4! Validate your idea(s)!
- 69. 2-3 examples should go h ere
- 72. #5! Gather your data + build.
- 74. #6! Launch!
- 77. http://www.alexsingleton.com/the-pr-masterclass/! Alex Singleton @alexsingletonuk
- 80. Media Covera ge 55 Web articles! 12 Print articles! 1 Primetime TV feature
- 87. Traffic, Commu i n ty, Leads, Sales 24,536 Website visits! 586 Email subscribers! 490 Twitter followers! Dozens of safari enquiries! A few safari bookings
- 88. Social media 2.1k Facebook! 489 Tweets! 9 Google+
- 93. #7! Nurture your partners.! Keep creating opportunities.
- 96. #1 Purpose #2 Goals #3 Ideas! #4 Validate #5 Gather Data #6 Launch #7 Nurture
- 97. What next for H erdTracker?
- 98. More DATA 100% coverage! ! Rainfall and burning data! ! Traveller sightings! ! Historic migration data
- 99. Marketing More social integration! ! More recognition for contributors! ! Smartphone app! ! HerdTracker brand
- 100. Scheduled “HerdTracker Safaris”! ! Last minute availability and bookings! ! Travel
- 101. Travel
- 102. Big Content Big! Data Content Marketing
- 104. Win - Win - Win Travel! Trade Travellers Eco-system WIN
- 106. Resou r ces 1. http://www.slideshare.net/randfish/why-content-marketing-fails! ! 2. http://www.convinceandconvert.com/content-marketing/3-strategies-to-make-big-content- work-for-your-brand/! ! 3. http://www.fastcompany.com/3008494/big-data-comes-big-content! ! 4. http://moz.com/blog/why-big-content-is-worth-the-risk/! ! 5. http://en.wikipedia.org/wiki/SMART_criteria! ! 6. http://www.amazon.com/Made-Stick-ideas-others-unstuck/dp/009950569X! ! 7. http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action! ! 8. http://www.alexsingleton.com/the-pr-masterclass/
- 107. Thank you bit.ly/bigcontent-herdtracker @andrevankets! ! andre@discoverafrica.com