SlideShare a Scribd company logo
Executing a Flawless Content Strategy
Chris Bennett
CEO
chris@97thfloor.com
@chrisbennett
Download This Deck Here:
bit.ly/smxadvanced97
All right! Stop whatcha doin', cause I'm
about to ruin
The image and the style that ya used to…
Stop spreading yourself too thin
Stop wearing too many hats
Stop with the checklist marketing mentality
That’s an assembly line mentality
These guys eat assembly lines for breakfast
You’re working harder than a T-Rex making a bed
You need more mileage out of your existing efforts
Start by crossing the streams
Take an idea
It can be anything
A Video
An Infographic
An Article
An Interactive Marketing App
Just Start
Then get your MacGyver on!
By repurposing
Infographic to SlideShare
http://www.9mmammo.com/walking-dead-ammo-infographic.html
Infographic to SlideShare
http://www.slideshare.net/9mmAmmo/walking-dead-weapons-ammo-breakdown
SlideShare to Mini Graphics/Image Rich Articles
http://www.slideshare.net/BlueCoat/ss-the-most-advanced-cyber-threats-1
SlideShare to Mini Graphics/Image Rich Articles
Infographic to Mini Graphics/Image Rich Articles
http://bluecoat.com/company-blog/2014-04-29/most-advanced-cyber-threats-come-seemingly-innocent-places-0
Spice up your rich articles w/GIF’s
http://bluecoat.com/company-blog/2014-04-29/most-advanced-cyber-threats-come-seemingly-innocent-places-0
Add smart Twitter buttons into the slides
So people can share the specific stats
http://www.slideshare.net/BlueCoat/ss-the-most-advanced-cyber-threats-1
Don’t reinvent
Polish
Standard clip? Or polish?
https://vine.co/v/MD5wH003YaLhttp://instagram.com/p/o6V-Bfg0Ae/
YouTube to GIF’s
http://www.youtube.com/watch?v=gd2aNEHKj1o
YouTube to GIF’s
YouTube to GIF’s
Over 4.5 Mil Aggregate
Views
Executing a Flawless Content Strategy | Chris Bennett | SMX Advanced 2014
Leverage what you have by spreading the love
Videos should live everywhere
Videos should live everywhere
Videos should live everywhereVideos should live everywhere
Short form videos are working
well on FB due to the auto
video load feature
Videos should live everywhere
Get more mileage out of your existing efforts
Treat your content marketing like a movie release
Be Everywhere
Disrupt the flow by being OG
Not that OG, this one
FaceBook makes it easy
<title>The Pixar Theory</title>
<meta property='og:locale' content='en_US'/>
<meta property='og:type' content='article'/>
<meta property='og:title' content='The Pixar Theory an Interactive Story, by
@97thfloor #pixartheory'/>
<meta property='og:description' content='Every Pixar movie is connected. This
interactive graphic tells the story of how and why.'/>
<meta property='og:url' content='http://www.pixartheory.com'/>
<meta property='og:site_name' content='The Pixar Theory'/>
<meta property='og:image' content='http://www.97thfloor.com/wp-
content/uploads/2013/07/The-Pixar-Theory-share-1.jpg'/>
<meta property='og:image' content='http://www.97thfloor.com/wp-
content/uploads/2013/07/The-Pixar-Theory-share-2.jpg'/>
<meta property='og:image' content='http://www.97thfloor.com/wp-
content/uploads/2013/07/kitty.jpg'/>
FaceBook makes it easy
https://developers.facebook.com/docs/opengraph/
This gets more difficult
https://dev.twitter.com/docs/cards
Look how many options, yet still rarely used
https://dev.twitter.com/docs/cards
Pinterest has different display options too
https://developers.pinterest.com/rich_pins/
G+ makes it easy
Interactive Marketing Apps are the Future
These aren’t IOS or Android Apps
These are HTML5 JavaScript Mobile friendly Apps
http://www.budgetdirect.com.au/packinglist/
Who said taxes are boring?
Have to build in the real buttons to utilize Twitter cards
Strong calls to action
You could write an article
about College Degrees
Or you could disrupt and engage
Or you could disrupt and engage
Article
32 pages Long, 4,602 words
Original Written Pixar Theory, http://jonnegroni.com/2013/07/11/the-pixar-theory/
Engage
Disrupt
Combined Desktop, Mobile, Tablet
Desktop 8:15 Sec avg. Session
10 Pages / Session
Chris Bennett
CEO
chris@97thfloor.com
@chrisbennett

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