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

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Tactica, practical tips for making your content marketing efforts more efficient. #mozcon 2014 presentation by Stacey MacNaught.

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

  1. 1. #MozCon Stacey (Cavanagh) MacNaught • Tecmark Scaling Creativity: Making Content Marketing More Efficient @staceycav • stacey.macnaught@tecmark.co.uk
  2. 2. My first voyage into content marketing for link acquisition… #mozcon @staceycav
  3. 3. …didn’t end so well #mozcon @staceycav
  4. 4. #mozcon @staceycav
  5. 5. Failure doesn’t feel ok. #mozcon @staceycav
  6. 6. We set about learning the lessons #mozcon @staceycav
  7. 7. And making our processes scalable #mozcon @staceycav
  8. 8. Best way to waste time & money in content marketing? #mozcon @staceycav
  9. 9. Not understanding your audience #mozcon @staceycav
  10. 10. It’s as awkward as that time I showed South Park to my Nan. #mozcon @staceycav
  11. 11. #mozcon @staceycav
  12. 12. #mozcon @staceycav WTF???
  13. 13. #mozcon @staceycav We needed insight into our audience
  14. 14. #mozcon @staceycav Historically, I’d over-relied on keyword data
  15. 15. Remember that whole (not provided) thing? #mozcon @staceycav
  16. 16. (I’m over it, by the way). #mozcon @staceycav
  17. 17. Honest. #mozcon @staceycav
  18. 18. Keyword data might be disappearing but social data’s on the rise. #mozcon @staceycav
  19. 19. And it helps us to produce content consumer personas #mozcon @staceycav
  20. 20. #mozcon @staceycav These are often different to buyer personas
  21. 21. #mozcon @staceycav
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  33. 33. #mozcon @staceycav Facebook Graph Search Queries for Content Marketers http://www.tecmark.co.uk/facebook-graph-search-queries/
  34. 34. #mozcon @staceycav Tribalytics.com
  35. 35. #mozcon @staceycav Writing content audience personas using social data has cut our outreach time by 40%.
  36. 36. The next major challenge we had to overcome? #mozcon @staceycav
  37. 37. Generating ideas #mozcon @staceycav
  38. 38. #mozcon @staceycav “Nothing is as dangerous as an idea when it’s the only one we have.” -Émile Chartier
  39. 39. Content marketing demands a seemingly endless stream of good ideas. #mozcon @staceycav
  40. 40. #mozcon @staceycav
  41. 41. We needed an efficient means of ideas generation #mozcon @staceycav
  42. 42. Where do you look for inspiration on efficiency? #mozcon @staceycav
  43. 43. #mozcon @staceycav
  44. 44. Efficiency at its best. #mozcon @staceycav
  45. 45. Introducing Bernd Rohrbach #mozcon @staceycav
  46. 46. And his 6-3-5 method of brainwriting #mozcon @staceycav http://blogsession.co.uk/2014/03/635-method-brainwriting/
  47. 47. 108 ideas in 30 minutes #mozcon @staceycav
  48. 48. #mozcon @staceycav https://docs.google.com/spreadsheets/d/1nON4PlvrF5KUpE7_8T3ZrWiLvcj6lof9wUihwyPkJrs/ You need a worksheet
  49. 49. #mozcon @staceycav 6 people
  50. 50. #mozcon @staceycav 30 minutes
  51. 51. #mozcon @staceycav Start with a problem statement, brief or goal
  52. 52. #mozcon @staceycav Round 1
  53. 53. #mozcon @staceycav 5 minutes. 3 ideas
  54. 54. #mozcon @staceycav Pass your sheet on
  55. 55. #mozcon @staceycav Lather. Rinse. Repeat.
  56. 56. #mozcon @staceycav This took us from…
  57. 57. #mozcon @staceycav Not enough ideas
  58. 58. #mozcon @staceycav All the way to…
  59. 59. #mozcon @staceycav Too many ideas
  60. 60. #mozcon @staceycav (Some people are never happy)
  61. 61. The next challenge: narrowing down #mozcon @staceycav
  62. 62. #mozcon @staceycav NUF Testing will help you ditch the weakest
  63. 63. #mozcon @staceycav Ideation Tools
  64. 64. #mozcon @staceycav Simitator.com/generator/twitter
  65. 65. #mozcon @staceycav fivesecondtest.com
  66. 66. #mozcon @staceycav Realtimeboard.com
  67. 67. #mozcon @staceycav Mindnode.com
  68. 68. #mozcon @staceycav coggle.it
  69. 69. #mozcon @staceycav We’ve learnt some valuable asset generation lessons too
  70. 70. #mozcon @staceycav Don’t produce anything….
  71. 71. #mozcon @staceycav Don’t produce anything….yet
  72. 72. #mozcon @staceycav Test everything you can as early as you can
  73. 73. #mozcon @staceycav Headline split testing for Wordpress https://wordpress.org/plugins/title-split-testing-for-wordpress/
  74. 74. #mozcon @staceycav fivesecondtest.com
  75. 75. #mozcon @staceycav Imgur.com + Reddit for visuals
  76. 76. #mozcon @staceycav Imgur.com + Reddit for visuals (H/T @neomammalian)
  77. 77. #mozcon @staceycav Goals first. Format second.
  78. 78. #mozcon @staceycav Bells and whistles aren’t always necessary
  79. 79. #mozcon @staceycav Boring? Ugly? Plain?
  80. 80. #mozcon @staceycav Boring? Ugly? Plain? Linkworthy.
  81. 81. #mozcon @staceycav 100+ inbound linking domains.
  82. 82. #mozcon @staceycav Big brand links
  83. 83. #mozcon @staceycav Links from competitors
  84. 84. #mozcon @staceycav Links from industry press
  85. 85. #mozcon @staceycav Field test your story before investing in making it shiny
  86. 86. #mozcon @staceycav
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  89. 89. #mozcon @staceycav
  90. 90. #mozcon @staceycav Now I’m happy there’s a story and I’ll invest further.
  91. 91. #mozcon @staceycav Finding contacts
  92. 92. #mozcon @staceycav Presspass.me
  93. 93. #mozcon @staceycav Muckrack.com
  94. 94. #mozcon @staceycav Journalisted.com
  95. 95. #mozcon @staceycav The PR Masterclass http://www.alexsingleton.com/the-pr-masterclass/
  96. 96. #mozcon @staceycav Think multiscreen
  97. 97. #mozcon @staceycav Especially if you’re promoting on social media
  98. 98. #mozcon @staceycav http://www.futurebristol.co.uk/
  99. 99. #mozcon @staceycav OMG SHARE ME!!!!!!!!!
  100. 100. #mozcon @staceycav 80% of Twitter traffic is mobile.
  101. 101. #mozcon @staceycav
  102. 102. #mozcon @staceycav WTF???
  103. 103. #mozcon @staceycav Takeaways
  104. 104. #mozcon @staceycav Facebook Graph Search is a gift for content marketers. http://www.tecmark.co.uk/facebook-graph-search-queries/
  105. 105. #mozcon @staceycav 6-3-5 brainwriting is an efficient first stage tactic for ideation.
  106. 106. #mozcon @staceycav Let goals lead format. Bells and whistles need only be applied when you’ve proven they’re warranted.
  107. 107. #mozcon @staceycav Don’t just cater to your audience’s interest. Cater to their screens as well.
  108. 108. #MozCon Stacey (Cavanagh) MacNaught • Tecmark @staceycav • stacey.macnaught@tecmark.co.uk

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