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#MozCon
Stacey (Cavanagh) MacNaught • Tecmark
Scaling Creativity: Making Content Marketing
More Efficient
@staceycav • stacey.macnaught@tecmark.co.uk
My first voyage into content
marketing for link acquisition…
#mozcon @staceycav
…didn’t end so well
#mozcon @staceycav
#mozcon @staceycav
Failure doesn’t feel ok.
#mozcon @staceycav
We set about learning the
lessons
#mozcon @staceycav
And making our processes
scalable
#mozcon @staceycav
Best way to waste time &
money in content marketing?
#mozcon @staceycav
Not understanding your
audience
#mozcon @staceycav
It’s as awkward as that time I
showed South Park to my Nan.
#mozcon @staceycav
#mozcon @staceycav
#mozcon @staceycav
WTF???
#mozcon @staceycav
We needed insight into
our audience
#mozcon @staceycav
Historically, I’d over-relied
on keyword data
Remember that whole (not
provided) thing?
#mozcon @staceycav
(I’m over it, by the way).
#mozcon @staceycav
Honest.
#mozcon @staceycav
Keyword data might be
disappearing but social
data’s on the rise.
#mozcon @staceycav
And it helps us to produce
content consumer personas
#mozcon @staceycav
#mozcon @staceycav
These are often different
to buyer personas
#mozcon @staceycav
#mozcon @staceycav
#mozcon @staceycav
#mozcon @staceycav
#mozcon @staceycav
#mozcon @staceycav
#mozcon @staceycav
#mozcon @staceycav
#mozcon @staceycav
#mozcon @staceycav
#mozcon @staceycav
#mozcon @staceycav
#mozcon @staceycav
Facebook Graph Search Queries for
Content Marketers
http://www.tecmark.co.uk/facebook-graph-search-queries/
#mozcon @staceycav
Tribalytics.com
#mozcon @staceycav
Writing content audience personas
using social data has cut our
outreach time by 40%.
The next major challenge we had to
overcome?
#mozcon @staceycav
Generating ideas
#mozcon @staceycav
#mozcon @staceycav
“Nothing is as dangerous
as an idea when it’s the
only one we have.”
-Émile Chartier
Content marketing demands a
seemingly endless stream of good
ideas.
#mozcon @staceycav
#mozcon @staceycav
We needed an efficient
means of ideas generation
#mozcon @staceycav
Where do you look for
inspiration on efficiency?
#mozcon @staceycav
#mozcon @staceycav
Efficiency at its best.
#mozcon @staceycav
Introducing Bernd Rohrbach
#mozcon @staceycav
And his 6-3-5 method of
brainwriting
#mozcon @staceycav
http://blogsession.co.uk/2014/03/635-method-brainwriting/
108 ideas in 30 minutes
#mozcon @staceycav
#mozcon @staceycav
https://docs.google.com/spreadsheets/d/1nON4PlvrF5KUpE7_8T3ZrWiLvcj6lof9wUihwyPkJrs/
You need a worksheet
#mozcon @staceycav
6 people
#mozcon @staceycav
30 minutes
#mozcon @staceycav
Start with a problem
statement, brief or goal
#mozcon @staceycav
Round 1
#mozcon @staceycav
5 minutes. 3 ideas
#mozcon @staceycav
Pass your sheet on
#mozcon @staceycav
Lather. Rinse. Repeat.
#mozcon @staceycav
This took us from…
#mozcon @staceycav
Not enough ideas
#mozcon @staceycav
All the way to…
#mozcon @staceycav
Too many ideas
#mozcon @staceycav
(Some people are never happy)
The next challenge: narrowing down
#mozcon @staceycav
#mozcon @staceycav
NUF Testing will help you
ditch the weakest
#mozcon @staceycav
Ideation Tools
#mozcon @staceycav
Simitator.com/generator/twitter
#mozcon @staceycav
fivesecondtest.com
#mozcon @staceycav
Realtimeboard.com
#mozcon @staceycav
Mindnode.com
#mozcon @staceycav
coggle.it
#mozcon @staceycav
We’ve learnt some valuable
asset generation lessons too
#mozcon @staceycav
Don’t produce anything….
#mozcon @staceycav
Don’t produce anything….yet
#mozcon @staceycav
Test everything you can as
early as you can
#mozcon @staceycav
Headline split testing for
Wordpress
https://wordpress.org/plugins/title-split-testing-for-wordpress/
#mozcon @staceycav
fivesecondtest.com
#mozcon @staceycav
Imgur.com + Reddit for visuals
#mozcon @staceycav
Imgur.com + Reddit for visuals
(H/T @neomammalian)
#mozcon @staceycav
Goals first. Format second.
#mozcon @staceycav
Bells and whistles aren’t
always necessary
#mozcon @staceycav
Boring? Ugly?
Plain?
#mozcon @staceycav
Boring? Ugly?
Plain?
Linkworthy.
#mozcon @staceycav
100+ inbound
linking
domains.
#mozcon @staceycav
Big brand links
#mozcon @staceycav
Links from
competitors
#mozcon @staceycav
Links from
industry press
#mozcon @staceycav
Field test your story before
investing in making it shiny
#mozcon @staceycav
#mozcon @staceycav
#mozcon @staceycav
#mozcon @staceycav
#mozcon @staceycav
Now I’m happy there’s a story
and I’ll invest further.
#mozcon @staceycav
Finding contacts
#mozcon @staceycav
Presspass.me
#mozcon @staceycav
Muckrack.com
#mozcon @staceycav
Journalisted.com
#mozcon @staceycav
The PR Masterclass
http://www.alexsingleton.com/the-pr-masterclass/
#mozcon @staceycav
Think multiscreen
#mozcon @staceycav
Especially if you’re promoting
on social media
#mozcon @staceycav
http://www.futurebristol.co.uk/
#mozcon @staceycav
OMG SHARE ME!!!!!!!!!
#mozcon @staceycav
80% of Twitter traffic is mobile.
#mozcon @staceycav
#mozcon @staceycav
WTF???
#mozcon @staceycav
Takeaways
#mozcon @staceycav
Facebook Graph
Search is a gift for
content marketers.
http://www.tecmark.co.uk/facebook-graph-search-queries/
#mozcon @staceycav
6-3-5 brainwriting is an efficient
first stage tactic for ideation.
#mozcon @staceycav
Let goals lead format. Bells
and whistles need only be
applied when you’ve
proven they’re warranted.
#mozcon @staceycav
Don’t just cater to your
audience’s interest. Cater to
their screens as well.
#MozCon
Stacey (Cavanagh) MacNaught • Tecmark
@staceycav • stacey.macnaught@tecmark.co.uk

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Making Content Marketing More Efficient - #mozcon 2014 by @staceycav

Editor's Notes

  1. Explanation of NUF testing… marking your 108 ideas against 3 criteria and culling the weakest.