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@staceycav
Quality Content
On Scale
Stacey MacNaught
Tecmark
#sascon @staceycav
#sascon @staceycav
100+ Years Earlier…
#sascon @staceycav
#sascon @staceycav
http://www.viamichelin.co.uk/web/Restaurants
#sascon @staceycav
#sascon @staceycav
#sascon @staceycav
#sascon @staceycav
www.jello.com/recipes
#sascon @staceycav
#sascon @staceycav
#sascon @staceycav
#sascon @staceycav
#sascon @staceycav
#sascon @staceycav
Quality is assumed
Over 7 million blog
posts per day
#sascon @staceycav
Over 4,800 blog
posts per minute
#sascon @staceycav
Competition for
audience is tough
#sascon @staceycav
#sascon @staceycav
How do we define
“quality?”
#sascon @staceycav
#sascon @staceycav
“Quality” varies
depending on your goals
#sascon @staceycav
#sascon @staceycav
• Simple
• Unexpected
• Concrete
• Credible
• Emotional
• Stories
#sascon @staceycav
Quality doesn’t always
mean “pretty.”
#sascon @staceycav
#sascon @staceycav
#sascon @staceycav
#sascon @staceycav
http://www.bbc.co.uk/news/magazine-29570615
#sascon @staceycav
http://www.theguardian.com/sustainable-business/2015/jan/26/artificial-intelligence-davos-
humanity-internet-yahoo
#sascon @staceycav
#sascon @staceycav
It was not pretty.
#sascon @staceycav
But it was original
#sascon @staceycav
It told a story
#sascon @staceycav
It resonated with people
#sascon @staceycav
The data was credible
#sascon @staceycav
It had a shock factor
#sascon @staceycav
Even my Nan cared.
#sascon @staceycav
221 times a
day?! The
world’s going to
shit
#sascon @staceycav
Sometimes, visuals do
matter
#sascon @staceycav
http://www.travelbag.co.uk/a-day-in/dubai/
#sascon @staceycav
#sascon @staceycav
The angle was not
original
#sascon @staceycav
So the execution had
to be
#sascon @staceycav
Essential Elements in
Creating Quality
Content
#sascon @staceycav
Audience research
#sascon @staceycav
Audience research
Competitor research
#sascon @staceycav
Audience research
Competitor research
Ideation
#sascon @staceycav
Audience research
Competitor research
Ideation
Production
#sascon @staceycav
Audience research
Competitor research
Ideation
Production
Promotion
#sascon @staceycav
Audience Research
#sascon @staceycav
#sascon @staceycav
#sascon @staceycav
Facebook Graph Search
Queries for Content Marketers
http://www.tecmark.co.uk/facebook-graph-search-queries/
#sascon @staceycav
Google Display Planner
#sascon @staceycav
#sascon @staceycav
#sascon @staceycav
#sascon @staceycav
answerthepublic.com
#sascon @staceycav
#sascon @staceycav
Faqfox.com
#sascon @staceycav
#sascon @staceycav
http://sonar.bottlenose.com/
#sascon @staceycav
#sascon @staceycav
Make the Data Matter
#sascon @staceycav
#sascon @staceycav
#sascon @staceycav
Competitor Research
#sascon @staceycav
Facebook Pages to Watch
#sascon @staceycav
#sascon @staceycav
#sascon @staceycav
Topsy (site: search)
#sascon @staceycav
#sascon @staceycav
Backlink Analysis Tools
#sascon @staceycav
Mentions Tools
#sascon @staceycav
Ideation
#sascon @staceycav
“Nothing is as dangerous
as an idea when it’s the
only one we have.”
-Émile Chartier
#sascon @staceycav
We needed an efficient
means of ideas generation
#sascon @staceycav
Where do you look for
inspiration on efficiency?
#sascon @staceycav
#sascon @staceycav
These guys have nailed
efficiency
#sascon @staceycav
Introducing Bernd Rohrbach
#sascon @staceycav
And his 6-3-5 method of
brainwriting
#sascon @staceycav
http://blogsession.co.uk/2014/03/635-method-brainwriting/
108 ideas in 30 minutes
#sascon @staceycav
We developed a tool
#sascon @staceycav
http://635.tecmark.co.uk/
#sascon @staceycav
#sascon @staceycav
This took us from not having
enough ideas
#sascon @staceycav
To having too many ideas
#sascon @staceycav
(Some people are never happy)
#sascon @staceycav
NUF Testing to ditch the
weakest
#sascon @staceycav
Worst Ideas
Technique
#sascon @staceycav
Content Production
#sascon @staceycav
Remember – either the
angle or the execution
should be original
#sascon @staceycav
Acquiring Original Data
Through Surveys
#sascon @staceycav
Acquiring Original Data
Through FOI
#sascon @staceycav
Build Frameworks for
Efficiency
#sascon @staceycav
#sascon @staceycav
#sascon @staceycav
#sascon @staceycav
One Idea. Multiple Assets
#sascon @staceycav
#sascon @staceycav
Think multiscreen
#sascon @staceycav
Especially if you’re promoting
on social media
#sascon @staceycav
http://www.futurebristol.co.uk/
#sascon @staceycav
OMG SHARE ME!!!!!!!!!
#sascon @staceycav
80%+ of Twitter traffic is mobile.
#sascon @staceycav
#sascon @staceycav
Managing Production at
Scale
#sascon @staceycav
#sascon @staceycav
https://realtimeboard.com/app/
#sascon @staceycav
Content Promotion
#sascon @staceycav
Build it and they
will come
#sascon @staceycav
BOLLOCKS.
#sascon @staceycav
Your content is
not the Eiffel
Tower.
#sascon @staceycav
Put as much into promotion as
production
#sascon @staceycav
http://relevance.com/introducing-the-content-
promotion-ecosystem/
#sascon @staceycav
Paid promotion is often
overlooked
#sascon @staceycav
Sourcing Outreach Targets
#sascon @staceycav
Read these:
#sascon @staceycav
http://blogsession.co.uk/2014/02/freedman-and-fraser-compliance-without-pressure/
#sascon @staceycav
Consider Your Approach
Method
#sascon @staceycav
Read this:
#sascon @staceycav
Thank you
stacey.macnaught@tecmark.co.uk
@staceycav

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Quality Content On Scale

Editor's Notes

  1. Without any paid promotion, this piece of content became their most engaged with. Would that have been the case if we’d just created a “things to do in Dubai,” list? I don’t believe so.
  2. By the end of your competitor research, you should understand what sort of content your competitors are producing, how well it’s working and what people are engaging with.
  3. You can increase your efficiency by getting the most out of your big idea. So, if you run a survey, you might have press releases, a blog post, a related Slideshare deck, a visualisation of some sort… But one idea can be repurposed for multiple channels
  4. Remember this