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Quality Content On Scale

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View the 'Quality Content On Scale' slides from the SASCon 2015 session by Tecmark search director Stacey MacNaught. For a free 34-page ebook on the same topic, visit www.tecmark.co.uk/quality

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Quality Content On Scale

  1. 1. @staceycav Quality Content On Scale Stacey MacNaught Tecmark
  2. 2. #sascon @staceycav
  3. 3. #sascon @staceycav 100+ Years Earlier…
  4. 4. #sascon @staceycav
  5. 5. #sascon @staceycav http://www.viamichelin.co.uk/web/Restaurants
  6. 6. #sascon @staceycav
  7. 7. #sascon @staceycav
  8. 8. #sascon @staceycav
  9. 9. #sascon @staceycav www.jello.com/recipes
  10. 10. #sascon @staceycav
  11. 11. #sascon @staceycav
  12. 12. #sascon @staceycav
  13. 13. #sascon @staceycav
  14. 14. #sascon @staceycav
  15. 15. #sascon @staceycav Quality is assumed
  16. 16. Over 7 million blog posts per day #sascon @staceycav
  17. 17. Over 4,800 blog posts per minute #sascon @staceycav
  18. 18. Competition for audience is tough #sascon @staceycav
  19. 19. #sascon @staceycav How do we define “quality?”
  20. 20. #sascon @staceycav
  21. 21. #sascon @staceycav “Quality” varies depending on your goals
  22. 22. #sascon @staceycav
  23. 23. #sascon @staceycav • Simple • Unexpected • Concrete • Credible • Emotional • Stories
  24. 24. #sascon @staceycav Quality doesn’t always mean “pretty.”
  25. 25. #sascon @staceycav
  26. 26. #sascon @staceycav
  27. 27. #sascon @staceycav
  28. 28. #sascon @staceycav http://www.bbc.co.uk/news/magazine-29570615
  29. 29. #sascon @staceycav http://www.theguardian.com/sustainable-business/2015/jan/26/artificial-intelligence-davos- humanity-internet-yahoo
  30. 30. #sascon @staceycav
  31. 31. #sascon @staceycav It was not pretty.
  32. 32. #sascon @staceycav But it was original
  33. 33. #sascon @staceycav It told a story
  34. 34. #sascon @staceycav It resonated with people
  35. 35. #sascon @staceycav The data was credible
  36. 36. #sascon @staceycav It had a shock factor
  37. 37. #sascon @staceycav Even my Nan cared.
  38. 38. #sascon @staceycav 221 times a day?! The world’s going to shit
  39. 39. #sascon @staceycav Sometimes, visuals do matter
  40. 40. #sascon @staceycav http://www.travelbag.co.uk/a-day-in/dubai/
  41. 41. #sascon @staceycav
  42. 42. #sascon @staceycav The angle was not original
  43. 43. #sascon @staceycav So the execution had to be
  44. 44. #sascon @staceycav Essential Elements in Creating Quality Content
  45. 45. #sascon @staceycav Audience research
  46. 46. #sascon @staceycav Audience research Competitor research
  47. 47. #sascon @staceycav Audience research Competitor research Ideation
  48. 48. #sascon @staceycav Audience research Competitor research Ideation Production
  49. 49. #sascon @staceycav Audience research Competitor research Ideation Production Promotion
  50. 50. #sascon @staceycav Audience Research
  51. 51. #sascon @staceycav
  52. 52. #sascon @staceycav
  53. 53. #sascon @staceycav Facebook Graph Search Queries for Content Marketers http://www.tecmark.co.uk/facebook-graph-search-queries/
  54. 54. #sascon @staceycav Google Display Planner
  55. 55. #sascon @staceycav
  56. 56. #sascon @staceycav
  57. 57. #sascon @staceycav
  58. 58. #sascon @staceycav answerthepublic.com
  59. 59. #sascon @staceycav
  60. 60. #sascon @staceycav Faqfox.com
  61. 61. #sascon @staceycav
  62. 62. #sascon @staceycav http://sonar.bottlenose.com/
  63. 63. #sascon @staceycav
  64. 64. #sascon @staceycav Make the Data Matter
  65. 65. #sascon @staceycav
  66. 66. #sascon @staceycav
  67. 67. #sascon @staceycav Competitor Research
  68. 68. #sascon @staceycav Facebook Pages to Watch
  69. 69. #sascon @staceycav
  70. 70. #sascon @staceycav
  71. 71. #sascon @staceycav Topsy (site: search)
  72. 72. #sascon @staceycav
  73. 73. #sascon @staceycav Backlink Analysis Tools
  74. 74. #sascon @staceycav Mentions Tools
  75. 75. #sascon @staceycav Ideation
  76. 76. #sascon @staceycav “Nothing is as dangerous as an idea when it’s the only one we have.” -Émile Chartier
  77. 77. #sascon @staceycav
  78. 78. We needed an efficient means of ideas generation #sascon @staceycav
  79. 79. Where do you look for inspiration on efficiency? #sascon @staceycav
  80. 80. #sascon @staceycav
  81. 81. These guys have nailed efficiency #sascon @staceycav
  82. 82. Introducing Bernd Rohrbach #sascon @staceycav
  83. 83. And his 6-3-5 method of brainwriting #sascon @staceycav http://blogsession.co.uk/2014/03/635-method-brainwriting/
  84. 84. 108 ideas in 30 minutes #sascon @staceycav
  85. 85. We developed a tool #sascon @staceycav http://635.tecmark.co.uk/
  86. 86. #sascon @staceycav
  87. 87. #sascon @staceycav This took us from not having enough ideas
  88. 88. #sascon @staceycav To having too many ideas
  89. 89. #sascon @staceycav (Some people are never happy)
  90. 90. #sascon @staceycav NUF Testing to ditch the weakest
  91. 91. #sascon @staceycav Worst Ideas Technique
  92. 92. #sascon @staceycav Content Production
  93. 93. #sascon @staceycav Remember – either the angle or the execution should be original
  94. 94. #sascon @staceycav Acquiring Original Data Through Surveys
  95. 95. #sascon @staceycav Acquiring Original Data Through FOI
  96. 96. #sascon @staceycav Build Frameworks for Efficiency
  97. 97. #sascon @staceycav
  98. 98. #sascon @staceycav
  99. 99. #sascon @staceycav
  100. 100. #sascon @staceycav One Idea. Multiple Assets
  101. 101. #sascon @staceycav
  102. 102. #sascon @staceycav Think multiscreen
  103. 103. #sascon @staceycav Especially if you’re promoting on social media
  104. 104. #sascon @staceycav http://www.futurebristol.co.uk/
  105. 105. #sascon @staceycav OMG SHARE ME!!!!!!!!!
  106. 106. #sascon @staceycav 80%+ of Twitter traffic is mobile.
  107. 107. #sascon @staceycav
  108. 108. #sascon @staceycav Managing Production at Scale
  109. 109. #sascon @staceycav
  110. 110. #sascon @staceycav https://realtimeboard.com/app/
  111. 111. #sascon @staceycav Content Promotion
  112. 112. #sascon @staceycav Build it and they will come
  113. 113. #sascon @staceycav BOLLOCKS.
  114. 114. #sascon @staceycav Your content is not the Eiffel Tower.
  115. 115. #sascon @staceycav Put as much into promotion as production
  116. 116. #sascon @staceycav http://relevance.com/introducing-the-content- promotion-ecosystem/
  117. 117. #sascon @staceycav Paid promotion is often overlooked
  118. 118. #sascon @staceycav Sourcing Outreach Targets
  119. 119. #sascon @staceycav Read these:
  120. 120. #sascon @staceycav http://blogsession.co.uk/2014/02/freedman-and-fraser-compliance-without-pressure/
  121. 121. #sascon @staceycav Consider Your Approach Method
  122. 122. #sascon @staceycav Read this:
  123. 123. #sascon @staceycav Thank you stacey.macnaught@tecmark.co.uk @staceycav

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