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LET’S GO PLAY IN TRAFFIC
CONTENT MARKETING FOR CONTENT MARKETERS
2
THE GOAL OF ALL CONTENT IS TO PROMPT AN ACTION
3
START WITH THE END IN MIND
WHERE DO
YOU WANT
TO GO?
ACTIVITIES THAT CONTRIBUTE TO THE CLIENT’S
DESIRED RESULTS ARE THE O...
4
START WITH THE END IN MIND
IS IT WORTH
THE JOURNEY?
WHAT WILL YOUR AUDIENCE FIND WHEN THEY GET
TO YOUR TARGET PAGE?
THER...
5
AWESOME CONTENT
FROM: https://fizzle.co/sparkline/write-epic-shit
WRITE EPIC SHIT
ONLY AFTER YOU CREATE EPIC SHIT SHOULD...
6
1-2-3
PRODUCE EPIC CONTENT
PUT YOUR CONTENT WHERE YOUR CUSTOMERS ARE
MEASURE SUCCESS
1
2
3
7
PRODUCE EPIC CONTENT
8
EPIC CONTENT
MAKE SURE YOU’RE
WRITING FOR THE
RIGHT AUDIENCE
WOULD
YOU
YOUR FRIENDS
CO-WORKERS
FAMILY MEMBERS
CONTENT MA...
EPIC CONTENT
MAKE SURE YOU’RE
WRITING FOR THE
RIGHT AUDIENCE
IS THE WRONG QUESTION
SO WHAT’S THE RIGHT QUESTION?
10
EPIC CONTENT
MAKE SURE YOU’RE
WRITING FOR THE
RIGHT AUDIENCE
WOULD MY
INTENDED AUDIENCE
READ THIS?
11
CONTENT BRIEFS
WRITING EPIC
CONTENT BRIEFS
THE BASICS
GOAL OF THIS PIECE
TARGET AUDIENCE
TAKE-AWAYS
SUPPORTING POINTS
T...
12
CONTENT BRIEFS
WRITING EPIC
CONTENT BRIEFS
WHAT A HOME RUN LOOKS LIKE
YOU WANT THIS WORK TO BE THE STAND-OUT
CONTENT AB...
13
CONTENT BRIEFS
WRITING EPIC
CONTENT BRIEFS
AUDIENCE PSYCHOGRAPHICS
DEMOGRAPHICS ARE A GOOD TOOL FOR HELPING
YOU UNDERST...
14
CONTENT BRIEFS
WRITING EPIC
CONTENT BRIEFS
PLAY THOSE HEARTSTRINGS
WE KNOW WHAT WE WANT THE AUDIENCE TO
THINK WHEN THEY...
15
CONTENT BRIEFS
WRITING EPIC
CONTENT BRIEFS
ONE TWEETABLE INSIGHT
CAN YOU CONDENSE YOUR CONTENT INTO 140
CHARACTERS THAT...
16
CONTENT BRIEFS
WRITING EPIC
CONTENT BRIEFS
CLEAR WORLD VIEW
YOUR CLIENT HAS A BACKGROUND. THEY HAVE
OPINIONS AND BELIEF...
17
CONTENT BRIEFS
WRITING EPIC
CONTENT BRIEFS
WHAT’S THE STORY ARC
HOPEFULLY YOUR CONTENT IS PART OF A LARGER
STORY THAT Y...
18
CONTENT BRIEFS
WRITING EPIC
CONTENT BRIEFS
BE EPIC
SHOW THE WRITER WHAT’S OUT THERE. WHAT DO
YOU THINK WORKS IN THIS AR...
19
EPIC CONTENT
ELEMENTS OF EPIC CONTENT
CLICKABLE HEADLINE
USEFUL INFORMATION
MEMORABLE IMAGES
IRRESISTABLE CALL TO ACTION
20
EPIC CONTENT
CLICKABLE HEADLINE
IF NOBODY CONSUMES YOUR CONTENT, IT DOESN’T
MATTER HOW GOOD IT IS. ACCORDING TO ADVERTI...
21
EPIC CONTENT
USEFUL INFORMATION
SOLVE A PROBLEM, PROVIDE ANSWERS, SIMPLIFY A
COMPLEX ISSUE. IF YOUR CONTENT ISN’T USEFU...
22
EPIC CONTENT
MEMORABLE IMAGES
INCLUDE IMAGES THAT ENHANCE YOUR WORK AND MAKE
IT MEMORABLE. CONTENT WITH GREAT IMAGES VS...
23
EPIC CONTENT
IRRESISTABLE CTA
MAKE YOUR CALL TO ACTION RELEVANT TO THE PROBLEM
THEY’RE TRYING TO SOLVE. MAKE IT URGENT ...
24
MORE ISN’T BETTER
BETTER IS BETTER
25
THE CRAAP TEST
DOES YOUR CONTENT PASS THE CRAAP TEST?
CURRENCY | RELEVANCY | AUTHORITY | ACCURACY | PURPOSE
26
CURRENCY
THE CRAAP TEST
CURRENCY
IS THIS INFORMATION CURRENT?
DOES MY WORK REFLECT CURRENT
THINKING/ATTITUDES/BEST PRAC...
27
RELEVANCY
THE CRAAP TEST
RELEVANCY
IS THIS INFORMATION RELEVANT?
DOES MY ARTICLE ADDRESS THE PROBLEM OR
ANSWER THE QUES...
28
AUTHORITY
THE CRAAP TEST
AUTHORITY
IS THIS INFORMATION AUTHORITATIVE?
DO MY SOURCES HAVE AN AGENDA? DO I?
ARE MY SOURCE...
29
ACCURACY
THE CRAAP TEST
ACCURACY
IS THIS INFORMATION ACCURATE?
HAVE I VERIFIED THE INFORMATION I’M
PRESENTING?
AM I PRE...
30
PURPOSE
THE CRAAP TEST
PURPOSE
IS THIS INFORMATION USEFUL?
WHY AM I PRODUCING THIS CONTENT ANYWAY?
DOES IT DO WHAT IT’S...
31
PUT YOUR CONTENT
WHERE YOUR CUSTOMERS ARE
32
PROMOTION
IF A BLOG FALLS
IN A FOREST…
33
DISTRIBUTION
TARGET AUDIENCE:
HOUSEWIVES, MAID SERVICES
WHO ARE YOUR CUSTOMERS?
THIS HOUSEHOLD CLEANING PRODUCT IS AN O...
34
DISTRIBUTION
WHO ARE YOUR CUSTOMERS?
WHEN WIPE-CLEAN VINYL WALLPAPER
BECAME POPULAR IN THE 1950s, KUTOL
WALL CLEANER SA...
35
DISTRIBUTION
WHO ARE YOUR CUSTOMERS?
IT TURNS OUT THAT KUTOL WAS A BIG HIT
WITH SCHOOLS AND CHILDREN.
SO KUTOL REMOVED ...
36
DISTRIBUTION
WHY DOES THE KUTOL STORY MATTER?
YOUR CLIENT MIGHT KNOW WHO THEIR
PRODUCT IS AIMED AT.
BUT THEY MIGHT NOT ...
37
DISTRIBUTION
SO IF YOU HAVE A PLUMBER WHO WANTS TO GET
THE WORD OUT ABOUT DEALING WITH BURST PIPES
IN THE WINTER, THE C...
38
DISTRIBUTION
YOUR BUYER PERSONAS SHOULD HELP YOU
DETERMINE WHO YOUR CUSTOMERS ARE,
WHERE THEY SPEND THEIR TIME ON AND
O...
39
NOW AMPLIFY IT
40
DISTRIBUTION
OWNED MEDIA EARNED MEDIA PAID MEDIA
WEBSITES
LANDING PAGES
SOCIAL PROPERTIES
NEWSLETTERS
SHARES
SOCIAL SHA...
41
PURPOSE
WHICH SITES REPRESENT OWNED, EARNED AND PAID?
42
INTEGRATED MARKETING
ORGANIC
VS.
PAID
ORGANIC REACH ON SOCIAL NETWORKS IS
SHRINKING AS THE PLATFORMS FIND WAYS TO
EXPLO...
43
INTEGRATED MARKETING
DID YOU KNOW?
THE DISTANCE FROM ATLANTA TO NEW YORK IS ABOUT
865 MILES.
IN ORDER TO GET OFF THE GR...
44
INTEGRATED MARKETING
TIPS FOR BETTER
COLLABORATION
YOUR CLIENT’S SOCIAL MEDIA CONTENT CALENDAR IS AN
IMPORTANT TOOL FOR...
45
INTEGRATED MARKETING
TIPS FOR BETTER
COLLABORATION
WORK ACROSS FUNCTIONS TO FIGURE OUT WHAT KIND OF
PROMOTION WILL BENE...
46
AMPLIFICATION TACTICS
AMPLIFICATION
TACTICS
MENTION INFLUENCERS, COMPANY SITES AND PAGES
GIVE INFLUENCERS SOMETHING VAL...
47
AMPLIFICATION TACTICS
AMPLIFICATION
TACTICS
ENGAGE WITH COMMUNITIES, BUT BE AUTHENTIC
MAKE YOUR CONTENT EASY TO QUOTE A...
48
MEASURE SUCCESS
49
MEASURE
REMEMBER:
WHAT GETS MEASURED
IS WHAT GETS DONE
IF RESULTS ARE BEING MEASURED, ACTIVITIES THAT
CONTRIBUTE TO THO...
50
MEASURE
MEASURE TO UNDERSTAND WHY
PERFORMANCE IS THE WAY IT IS.
DOES THIS CHART SHOW GOOD OR
BAD RESULTS?
51
MEASURE
IF YOU DON’T USE ANALYSIS TO
UNDERSTAND AND CONTEXTUALIZE
HOW SUCCESS HAPPENED, YOU WILL
NEVER BE ABLE TO REPEA...
52
MEASURE
USE IT.
IMPROVE IT.
LOSE IT.
IF YOU HAVE A PIECE OF CONTENT THAT CONSISTENTLY
CONVERTS, USE IT OFTEN.
USE INTER...
53
SUMMARY
54
SUMMARY – EPIC CONTENT
CREATE EPIC CONTENT THAT YOUR AUDIENCE WANTS TO CONSUME
AND SHARE.
SUBJECT YOUR CONTENT TO THE C...
55
SUMMARY – DISTRIBUTION AND PROMOTION
AMPLIFY YOUR CONTENT THROUGH COMPANIES AND
INDIVIDUALS.
REWARD CONSUMERS WHO AMPLI...
56
SUMMARY – MEASUREMENT
ANALYSE THE RESULTS AND PUT THEM IN CONTEXT.
MEASURE THE RESULTS THAT ARE IMPORTANT TO YOUR
CLIEN...
57
ABOUT ME
I’M DUNCAN CONNOR.
I DO CONTENT, CONTENT MARKETING, CONVERSION
COPYWRITING AND DABBLE IN SEO.
EMAIL ME IF YOU ...
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Content Marketing

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Content marketing for content marketers

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Content Marketing

  1. 1. LET’S GO PLAY IN TRAFFIC CONTENT MARKETING FOR CONTENT MARKETERS
  2. 2. 2 THE GOAL OF ALL CONTENT IS TO PROMPT AN ACTION
  3. 3. 3 START WITH THE END IN MIND WHERE DO YOU WANT TO GO? ACTIVITIES THAT CONTRIBUTE TO THE CLIENT’S DESIRED RESULTS ARE THE ONES THAT SHOULD HAVE THE HIGHEST PRIORITY. FOR SOME CLIENTS, SUCCESS MAY BE SITE TRAFFIC, FOR OTHERS IT MAY BE SALES AND FOR OTHERS IT MAY BE WINNING AWARDS. UNDERSTAND THE CRITERIA EACH CLIENT WILL JUDGE CONTENT PERFORMANCE AGAINST.
  4. 4. 4 START WITH THE END IN MIND IS IT WORTH THE JOURNEY? WHAT WILL YOUR AUDIENCE FIND WHEN THEY GET TO YOUR TARGET PAGE? THERE IS NO POINT IN INVESTING IN PROMOTION UNLESS YOUR CONTENT IS AMAZING. IF YOU WANT YOUR VISITORS TO RETURN, YOUR CONTENT MUST DELIVER THE ANSWERS THEY NEED AND EXCEED THEIR EXPECTATIONS OF USEFULNESS.
  5. 5. 5 AWESOME CONTENT FROM: https://fizzle.co/sparkline/write-epic-shit WRITE EPIC SHIT ONLY AFTER YOU CREATE EPIC SHIT SHOULD YOU WORRY ABOUT SHARING YOUR CONTENT WITH OTHER PEOPLE. ALL THE PROMOTION IN THE WORLD WON’T MAKE YOUR SITE POPULAR IF YOUR CONTENT SUCKS. AND I DIDN’T SAY “WRITE MEDIOCRE SHIT.” MEDIOCRE CONTENT IS ALL OVER THE WEB. DON’T WASTE YOUR TIME OR OTHER PEOPLE’S TIME BY WRITING THE SAME INANE CRAP THAT 10,000 OTHER SITES HAVE ALREADY PUBLISHED. WRITE THINGS THAT MAKE PEOPLE THINK. INSPIRE PEOPLE. CHANGE LIVES. CREATE VALUE. BLOW PEOPLE AWAY WITH YOUR USEFULNESS.
  6. 6. 6 1-2-3 PRODUCE EPIC CONTENT PUT YOUR CONTENT WHERE YOUR CUSTOMERS ARE MEASURE SUCCESS 1 2 3
  7. 7. 7 PRODUCE EPIC CONTENT
  8. 8. 8 EPIC CONTENT MAKE SURE YOU’RE WRITING FOR THE RIGHT AUDIENCE WOULD YOU YOUR FRIENDS CO-WORKERS FAMILY MEMBERS CONTENT MARKETERS THE CLIENT THE CLIENT’S INDUSTRY PEERS READ THIS?
  9. 9. EPIC CONTENT MAKE SURE YOU’RE WRITING FOR THE RIGHT AUDIENCE IS THE WRONG QUESTION SO WHAT’S THE RIGHT QUESTION?
  10. 10. 10 EPIC CONTENT MAKE SURE YOU’RE WRITING FOR THE RIGHT AUDIENCE WOULD MY INTENDED AUDIENCE READ THIS?
  11. 11. 11 CONTENT BRIEFS WRITING EPIC CONTENT BRIEFS THE BASICS GOAL OF THIS PIECE TARGET AUDIENCE TAKE-AWAYS SUPPORTING POINTS TONE OF VOICE BRAND GUIDELINES THE EXTRA MILE HOME RUN PSYCHOGRAPHICS HEARTSTRINGS TWEETABLE INSIGHT CLEAR WORLD VIEW STORY ARC BE EPIC THE SPECIFIC ACTION YOU WANT YOUR AUDIENCE TO TAKE. TELL YOUR WRITER:
  12. 12. 12 CONTENT BRIEFS WRITING EPIC CONTENT BRIEFS WHAT A HOME RUN LOOKS LIKE YOU WANT THIS WORK TO BE THE STAND-OUT CONTENT ABOUT THIS SUBJECT. AND NOT JUST ON YOUR SITE, IT SHOULD BE THE BEST PIECE OF CONTENT ABOUT THIS SUBJECT ON THE ENTIRE INTERNET. BECAUSE THAT’S WHO THE COMPETITION IS. TELL YOUR WRITER:
  13. 13. 13 CONTENT BRIEFS WRITING EPIC CONTENT BRIEFS AUDIENCE PSYCHOGRAPHICS DEMOGRAPHICS ARE A GOOD TOOL FOR HELPING YOU UNDERSTAND WHAT YOUR AUDIENCE LOOKS LIKE AND WHERE THEY ARE. PSYCHOGRAPHICS FOCUS ON WHAT THEY THINK AND WHY THEY THINK IT; WHAT THEY LOVE, WHAT THEY HATE, WHAT MAKES THEM HAPPY OR SAD. TELL YOUR WRITER:
  14. 14. 14 CONTENT BRIEFS WRITING EPIC CONTENT BRIEFS PLAY THOSE HEARTSTRINGS WE KNOW WHAT WE WANT THE AUDIENCE TO THINK WHEN THEY CONSUME OUR CONTENT, BUT HOW DO WE WANT THEM TO FEEL? ANGRY? HOPEFUL? ENVIOUS? FOMO? PEOPLE MAKE CHOICES EMOTIONALLY, SO APPEAL TO THE ONES THAT WILL MAKE THEM REMEMBER YOUR CONTENT. TELL YOUR WRITER:
  15. 15. 15 CONTENT BRIEFS WRITING EPIC CONTENT BRIEFS ONE TWEETABLE INSIGHT CAN YOU CONDENSE YOUR CONTENT INTO 140 CHARACTERS THAT PACK A PUNCH? IF YOUR CONTENT HAS A SENTENCE THAT IS TWITTER-READY, IT STANDS A MUCH BETTER CHANCE OF BEING SHARED ON SOCIAL PLATFORMS. TELL YOUR WRITER:
  16. 16. 16 CONTENT BRIEFS WRITING EPIC CONTENT BRIEFS CLEAR WORLD VIEW YOUR CLIENT HAS A BACKGROUND. THEY HAVE OPINIONS AND BELIEFS. YOUR CONTENT SHOULD HELP CUSTOMERS UNDERSTAND THE CLIENT’S WORLD VIEW, AND ATTRACT THEIR TARGET AUDIENCE. NEUTRALITY IS AN OPTION, BUT IT CAN ALSO BE BORING. AND FEW THINGS KILL CONTENT FASTER THAN BORING. TELL YOUR WRITER:
  17. 17. 17 CONTENT BRIEFS WRITING EPIC CONTENT BRIEFS WHAT’S THE STORY ARC HOPEFULLY YOUR CONTENT IS PART OF A LARGER STORY THAT YOU’RE TELLING FOR THE CLIENT. LET YOUR WRITER KNOW HOW THIS PIECE FITS IN TO THE OVERALL STORY AND HOW IT WILL LEAD INTO OTHER PIECES. THIS CAN ALSO HELP NARROW THE FOCUS OF THE PIECE AND PREVENT THE CONTENT GOING ON UNNECESSARY TANGENTS. TELL YOUR WRITER:
  18. 18. 18 CONTENT BRIEFS WRITING EPIC CONTENT BRIEFS BE EPIC SHOW THE WRITER WHAT’S OUT THERE. WHAT DO YOU THINK WORKS IN THIS AREA AND WHY? WHAT DOESN’T WORK, WHY IS SOME CONTENT ON THIS SUBJECT BETTER THAN OTHERS? TELL YOUR WRITER:
  19. 19. 19 EPIC CONTENT ELEMENTS OF EPIC CONTENT CLICKABLE HEADLINE USEFUL INFORMATION MEMORABLE IMAGES IRRESISTABLE CALL TO ACTION
  20. 20. 20 EPIC CONTENT CLICKABLE HEADLINE IF NOBODY CONSUMES YOUR CONTENT, IT DOESN’T MATTER HOW GOOD IT IS. ACCORDING TO ADVERTISING GENIUS DAVID OGILVY ONLY 1 IN 5 PEOPLE WILL READ BEYOND A HEADLINE, TITLE OR SUBJECT LINE. MAKE YOUR HEADLINE ENTICING.
  21. 21. 21 EPIC CONTENT USEFUL INFORMATION SOLVE A PROBLEM, PROVIDE ANSWERS, SIMPLIFY A COMPLEX ISSUE. IF YOUR CONTENT ISN’T USEFUL IT ISN’T EPIC. IT ALSO ISN’T VALUABLE. ORGANIZE YOUR INFORMATION INTUITIVELY, USING AN OUTLINE, A BULLETED LIST, OR INFOGRAPHIC. SOLVE THEIR PROBLEM USING THEIR LANGUAGE.
  22. 22. 22 EPIC CONTENT MEMORABLE IMAGES INCLUDE IMAGES THAT ENHANCE YOUR WORK AND MAKE IT MEMORABLE. CONTENT WITH GREAT IMAGES VS. WRITTEN CONTENT WITH NO IMAGE INCREASES MEMORY RETENTION FROM 10 PERCENT TO 65 PERCENT. IMAGES MAKE YOUR STORY MEMORABLE.
  23. 23. 23 EPIC CONTENT IRRESISTABLE CTA MAKE YOUR CALL TO ACTION RELEVANT TO THE PROBLEM THEY’RE TRYING TO SOLVE. MAKE IT URGENT - TIME OR SUPPLY LIMITED. BE ENTICING - TRIGGER EMOTIONAL FEEL-GOOD RESPONSES FOR ENGAGING. REMOVE UNNECESSARY BARRIERS TO ENGAGEMENT
  24. 24. 24 MORE ISN’T BETTER BETTER IS BETTER
  25. 25. 25 THE CRAAP TEST DOES YOUR CONTENT PASS THE CRAAP TEST? CURRENCY | RELEVANCY | AUTHORITY | ACCURACY | PURPOSE
  26. 26. 26 CURRENCY THE CRAAP TEST CURRENCY IS THIS INFORMATION CURRENT? DOES MY WORK REFLECT CURRENT THINKING/ATTITUDES/BEST PRACTICES? AM I USING “EVERGREEN” AS AN EXCUSE TO AVOID RESEARCH? ARE MY RESEARCH SOURCES STILL VALID AND CREDIBLE?
  27. 27. 27 RELEVANCY THE CRAAP TEST RELEVANCY IS THIS INFORMATION RELEVANT? DOES MY ARTICLE ADDRESS THE PROBLEM OR ANSWER THE QUESTION? DOES IT DELIVER WHAT MY HEADLINE PROMISES? IS MY LANGUAGE AND INFORMATION APPROPRIATE FOR MY INTENDED AUDIENCE? WHAT DO OTHER SITES INCLUDE? DID I MISS ANYTHING THAT WOULD MAKE THIS PIECE EVEN MORE USEFUL?
  28. 28. 28 AUTHORITY THE CRAAP TEST AUTHORITY IS THIS INFORMATION AUTHORITATIVE? DO MY SOURCES HAVE AN AGENDA? DO I? ARE MY SOURCES CREDIBLE AND QUALIFIED? IS MY INFORMATION VERIFIABLE? DOES MY USE OF LANGUAGE INDICATE AN APPROPRIATE LEVEL OF CONFIDENCE IN THE INFORMATION?
  29. 29. 29 ACCURACY THE CRAAP TEST ACCURACY IS THIS INFORMATION ACCURATE? HAVE I VERIFIED THE INFORMATION I’M PRESENTING? AM I PRESENTING FACTS OR OPINIONS? IS MY LANGUAGE AND GRAMMAR CORRECT AND UNAMBIGUOUS?
  30. 30. 30 PURPOSE THE CRAAP TEST PURPOSE IS THIS INFORMATION USEFUL? WHY AM I PRODUCING THIS CONTENT ANYWAY? DOES IT DO WHAT IT’S SUPPOSED TO? DO I HAVE BIASES THAT ARE EVIDENT IN MY RESEARCH METHODS OR IN MY CONTENT?
  31. 31. 31 PUT YOUR CONTENT WHERE YOUR CUSTOMERS ARE
  32. 32. 32 PROMOTION IF A BLOG FALLS IN A FOREST…
  33. 33. 33 DISTRIBUTION TARGET AUDIENCE: HOUSEWIVES, MAID SERVICES WHO ARE YOUR CUSTOMERS? THIS HOUSEHOLD CLEANING PRODUCT IS AN OFF-WHITE NON-CRUMBLING COMPOUND THAT REMOVES STAINS FROM WALLPAPER AND PAINTED WALLS. YOUR CLIENTS PROBABLY KNOW WHICH CONSUMERS THEY WANT TO TARGET
  34. 34. 34 DISTRIBUTION WHO ARE YOUR CUSTOMERS? WHEN WIPE-CLEAN VINYL WALLPAPER BECAME POPULAR IN THE 1950s, KUTOL WALL CLEANER SALES FELL. BUT ONE UNEXPECTED GROUP OF CUSTOMERS STILL PURCHASED THE PRODUCT.
  35. 35. 35 DISTRIBUTION WHO ARE YOUR CUSTOMERS? IT TURNS OUT THAT KUTOL WAS A BIG HIT WITH SCHOOLS AND CHILDREN. SO KUTOL REMOVED THE DETERGENTS FROM THE COMPOUND AND REBRANDED IT.
  36. 36. 36 DISTRIBUTION WHY DOES THE KUTOL STORY MATTER? YOUR CLIENT MIGHT KNOW WHO THEIR PRODUCT IS AIMED AT. BUT THEY MIGHT NOT BE AWARE OF SOME OF THE CUSTOMERS THEY ALREADY HAVE.
  37. 37. 37 DISTRIBUTION SO IF YOU HAVE A PLUMBER WHO WANTS TO GET THE WORD OUT ABOUT DEALING WITH BURST PIPES IN THE WINTER, THE CONTENT MIGHT BETTER BE SERVED BY ADDRESSING HOW BURST PIPES IMPACT CARING FOR YOUR KIDS AND PLACED ON A PARENTING WEBSITE. THE TRUTH IS THAT MOST OF YOUR CUSTOMERS ARE NOT SPENDING TIME READING BLOGS ABOUT PLUMBING. THE GOAL IS TO GET YOUR CLIENT’S CONTENT IN THE PLACES THE CUSTOMERS ARE SPENDING TIME. …AND WHERE ARE YOUR CUSTOMERS?
  38. 38. 38 DISTRIBUTION YOUR BUYER PERSONAS SHOULD HELP YOU DETERMINE WHO YOUR CUSTOMERS ARE, WHERE THEY SPEND THEIR TIME ON AND OFFLINE AND WHAT PROBLEMS YOU CAN HELP THEM TO SOLVE. A GREAT PERSONA CAN’T BE GUESSED AT. IF DATA IS AVAILABLE OR ACQUIRABLE IT IS FAR MORE VALUABLE THAN A LIST OF ASSUMPTIONS. …AND WHERE ARE YOUR CUSTOMERS?
  39. 39. 39 NOW AMPLIFY IT
  40. 40. 40 DISTRIBUTION OWNED MEDIA EARNED MEDIA PAID MEDIA WEBSITES LANDING PAGES SOCIAL PROPERTIES NEWSLETTERS SHARES SOCIAL SHARING REVIEWS PAY-PER-CLICK DISPLAY ADS SOCIAL ADS RETARGETING WHAT KIND OF MEDIA IS CONTENT?
  41. 41. 41 PURPOSE WHICH SITES REPRESENT OWNED, EARNED AND PAID?
  42. 42. 42 INTEGRATED MARKETING ORGANIC VS. PAID ORGANIC REACH ON SOCIAL NETWORKS IS SHRINKING AS THE PLATFORMS FIND WAYS TO EXPLOIT AND MONETIZE THEIR USERS. ACCORDING TO A STUDY BY SOCIAL@OGILVY IN FEBRUARY 2014, AVERAGE REACH FOR A BRAND’S ORGANIC POSTS IS ONLY 6 PERCENT OF TOTAL AUDIENCE, DOWN FROM 12 PERCENT IN OCTOBER 2013. MEANWHILE, PAID PROMOTION WILL PUT YOUR CONTENT IN FRONT OF AS MANY PEOPLE AS YOU PAY TO BE IN FRONT OF.
  43. 43. 43 INTEGRATED MARKETING DID YOU KNOW? THE DISTANCE FROM ATLANTA TO NEW YORK IS ABOUT 865 MILES. IN ORDER TO GET OFF THE GROUND, A 737 MAKING THIS FLIGHT USES 25 PERCENT OF ITS FUEL IN THE FIRST FIVE MILES OF THE JOURNEY. PAID PROMOTION OF YOUR BEST CONTENT GETS IT OFF THE GROUND, AFTER THAT IT WILL FLY ALL BY ITSELF. IF IT DOESN’T, IT WASN’T YOUR BEST CONTENT.
  44. 44. 44 INTEGRATED MARKETING TIPS FOR BETTER COLLABORATION YOUR CLIENT’S SOCIAL MEDIA CONTENT CALENDAR IS AN IMPORTANT TOOL FOR CONTENT MARKETERS. MAKE SURE THE TEAM MANAGING SOCIAL PROMOTION IS AWARE OF HIGH PRIORITY/HIGHLY SHAREABLE CONTENT SO IT CAN BE PROPERLY PROMOTED.. BOTH PAID SOCIAL AND PAID SEARCH MAY NEED IMAGE ASSETS TO USE IN PROMOTING YOUR CONTENT. WORK WITH GRAPHIC DESIGNERS TO MAKE SURE ALL THE REQUIRED ASSETS ARE AVAILABLE.
  45. 45. 45 INTEGRATED MARKETING TIPS FOR BETTER COLLABORATION WORK ACROSS FUNCTIONS TO FIGURE OUT WHAT KIND OF PROMOTION WILL BENEFIT YOUR CONTENT THE MOST, AND EXPLORE HOW TO MAKE THAT HAPPEN. NOT ALL CONTENT WILL NEED OR GET A LIFT FROM PAID PROMOTION. THIS WILL DEPEND, IN PART, ON THE OVERALL PRIORITIES OF THE SOCIAL STRATEGY AND HOW SPECIFIC CONTENT FITS IN WITH THAT.
  46. 46. 46 AMPLIFICATION TACTICS AMPLIFICATION TACTICS MENTION INFLUENCERS, COMPANY SITES AND PAGES GIVE INFLUENCERS SOMETHING VALUABLE FOR THEIR AUDIENCE ASK INFLUENCERS TO CONTRIBUTE TAKE THE BEST OF WHAT’S OUT THERE AND BUILD ON IT TRANSFORM GREAT CONTENT INTO SHAREABLE PIECES
  47. 47. 47 AMPLIFICATION TACTICS AMPLIFICATION TACTICS ENGAGE WITH COMMUNITIES, BUT BE AUTHENTIC MAKE YOUR CONTENT EASY TO QUOTE AND IT WILL BE QUOTED GET YOUR CONTENT IN NEW MARKETS USING NATIVE ADVERTISING SPEND LESS TIME CREATING AND MORE TIME PROMOTING PROVIDE BONUS CONTENT FOR READERS WHO SHARE
  48. 48. 48 MEASURE SUCCESS
  49. 49. 49 MEASURE REMEMBER: WHAT GETS MEASURED IS WHAT GETS DONE IF RESULTS ARE BEING MEASURED, ACTIVITIES THAT CONTRIBUTE TO THOSE RESULTS ARE THE ONES THAT TAKE THE GREATEST PRIOTITY. EACH CLIENT MAY HAVE DIFFERENT DEFINITIONS OF SUCCESS. FOR SOME IT MAY BE SITE TRAFFIC, FOR OTHERS IT MAY BE SALES AND FOR OTHERS IT MAY BE WINNING AWARDS. UNDERSTAND THE CRITERIA EACH CLIENT WILL JUDGE CONTENT PERFORMANCE AGAINST.
  50. 50. 50 MEASURE MEASURE TO UNDERSTAND WHY PERFORMANCE IS THE WAY IT IS. DOES THIS CHART SHOW GOOD OR BAD RESULTS?
  51. 51. 51 MEASURE IF YOU DON’T USE ANALYSIS TO UNDERSTAND AND CONTEXTUALIZE HOW SUCCESS HAPPENED, YOU WILL NEVER BE ABLE TO REPEAT THOSE SUCCESSES, OR REPLICATE THEM FOR OTHER CLIENTS. CONTEXT IS IMPORTANT.
  52. 52. 52 MEASURE USE IT. IMPROVE IT. LOSE IT. IF YOU HAVE A PIECE OF CONTENT THAT CONSISTENTLY CONVERTS, USE IT OFTEN. USE INTERNAL LINKS, BACKLINKS AND PROMOTE IT. IF YOUR CONTENT HAS HIT-AND-MISS SUCCESS WITH CONVERSIONS, OPTIMIZE IT AND A/B TEST TO IMPROVE CONSISTENCY OF CONVERSIONS. IF YOUR CONTENT NEVER CAUSES CONVERSIONS, DETERMINE WHETHER YOU INTENDED IT TO CREATE CONVERSIONS. IF YOUR CONTENT ISN’T PERFORMING AS EXPECTED, ASSESS WHETHER IT SHOULD EVEN BE ON THE SITE.
  53. 53. 53 SUMMARY
  54. 54. 54 SUMMARY – EPIC CONTENT CREATE EPIC CONTENT THAT YOUR AUDIENCE WANTS TO CONSUME AND SHARE. SUBJECT YOUR CONTENT TO THE CRAAP TEST. INTERNET TROLLS WON’T GIVE YOUR CONTENT THE BENEFIT OF THE DOUBT; YOU SHOULDN’T EITHER. DEFINE YOUR AUDIENCE. DON’T GUESS AT WHO THEY ARE IF DATA IS AVAILABLE. GIVE YOUR WRITERS MORE TO GO ON. LET THEM KNOW WHAT THE AUDIENCE LOVES AND HATES. GIVE THE AUDIENCE A CLICKABLE HEADLINE, USEFUL INFORMATION, MEMORABLE IMAGES AND AN IRRESISTABLE CALL TO ACTION.
  55. 55. 55 SUMMARY – DISTRIBUTION AND PROMOTION AMPLIFY YOUR CONTENT THROUGH COMPANIES AND INDIVIDUALS. REWARD CONSUMERS WHO AMPLIFY YOUR CONTENT. PUT YOUR CONTENT WHERE YOUR AUDIENCE IS. USE TOOLS AND PLATFORMS THAT EXPAND YOUR REACH, INTRODUCE NEW AUDIENCES TO YOUR CONTENT AND CROSS INTO MARKETS YOUR CONTENT WOULDN’T ORDINARILY FIND.
  56. 56. 56 SUMMARY – MEASUREMENT ANALYSE THE RESULTS AND PUT THEM IN CONTEXT. MEASURE THE RESULTS THAT ARE IMPORTANT TO YOUR CLIENT. ASK WHY YOUR CONTENT ACHIEVED THE RESULTS IT ACHIEVED. LOOK FOR PATTERNS. USE YOUR ANALYSIS TO REFINE EXISTING CONTENT AND IMPROVE FUTURE CONTENT. USE IT, IMPROVE IT, OR LOSE IT.
  57. 57. 57 ABOUT ME I’M DUNCAN CONNOR. I DO CONTENT, CONTENT MARKETING, CONVERSION COPYWRITING AND DABBLE IN SEO. EMAIL ME IF YOU WANT TO PLAY IN TRAFFIC.

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