Roger Corman And Easy Riders. Make It Cheap And Fail Fast
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Surely. Surely. There cant be a link between B-movies from the right up until a specific date of 1975? Maybe not. But Wayne will somehow shoehorn that in and make it relevant for content marketing campaigns that are within the range of more affordable budgets.
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Roger Corman And Easy Riders. Make It Cheap And Fail Fast
Editor's Notes
- You’re in the good ol US of A
- You’re in a cinema
- There's a double bill of B movies on
- In his career how many films has been involved in?
- Even Google doesn’t know…
- Brand Mashups – messing with people’s perception of well known brands
- Original data, like seeing how much Mars bars have shrunk since the 80s
- Taking useful information and presenting in a fun, meme-able way
- Finding original data, which sometimes means buying loads of crisps and submerging them underwater to find how much air each bag contains
- Delving into our SEO tools to look for opportunities
- And tracking EVERY piece you’ve EVER done. So there's the fun side and the hard work that goes behind every piece.
- To drive traffic to a site
- To boost engagement of a brand or on social
- But mainly we do it for the sweet, sweet links
- We all love a process here in the Digital Maze…
- And ours starts with delicious brains. Brainwriting infact.
- This is where a group of us write down and share as many ideas as possible against the clock, roughly an idea a minute for half an hour. This way we gather hundreds of ideas, most of which will never see the light of day
- Monkey Tennis?!
- Then its off to the dump, the ideas dump
- Where we’ll weed out the better ideas, those with potential and talk to the account manager about choosing 2-3 to proceed to the next stage
- It’s time to score those ideas. But we’re on a budget so it has to happen quickly and against strict criteria
- We use a modified version of the SUCCESS Model…
- But outs is better suited to creative content, where we try and answer questions based on these criteria. if it gets a decent score (75+) it passes for now…, –––– if it doesn’t we can see where it falls down e.g. too expensive, not simple or relevant enough and everyone involved in the process has a chance to comment and improve the idea – again this happens quickly, maybe in 15mins / 30mins or so.
- At this stage the ideas are pitched to the client for approval.
- Goooooallll. They normally get approval
- Now its onto the designers and we can see the process starting to take shape
- Here's another trello board. This one shows every step a piece of content has to pass and is a totally transparent process where designers, outreach, account managers can all see all the pieces we are working on and at what stage they are at. That way the brief informs the designers, and the article and outreach can start planning in advance.
- We collab in Invision
- And there’s constant feedback and discussion throughout a piece from account managers and outreach and designers, via Slack, or Invision, or Zoom. We talk, we suggest, we constructively criticise and at the end of a piece it drops onto Slack for the wider team to rip into in Proofing and Breaking
- And though we might not like criticism it’s nothing compared to what we hear when a piece goes live
- So now It’s out there, the article is written and outreach can begin their part of the deal in Buzzstream, reaching out to hundreds of thousands of chosen and curated publishers, websites and journalists with the aim of bagging some links and coverage.
- Sometimes it gets in the Daily Mail, with their lovely comments section. Where we get blasted for rubbish research, grammar and spelling and so on
- other times you make it onto Cosmo…
- And sometimes it’s big in Russia
- But we count every link, and we work out if it’s been successful or not
- With a track of every minute spent on the piece against how many links we’ve bagged (and how much they’re worth)
- But we never give up on a piece, if we see an opportunity
- We revisit and update pieces all the time
- We have evergreen content and we have seasonal content, and we’re always happy to promote the piece time and time again, if required.
- It’s not perfect, but the ROI can be outstanding.
- Just look at the number of links on that
- And these Domain ratings are sky-high 80+ers
- And look at the coverage on this. It was crisps for gods sake. CRISPS!