Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Wolfgang Essentials 2016 - Critical Content & Video

1,068 views

Published on

On June 10th 2016, Wolfgang Digital held their annual marketing event in The Foundry, at Google in Dublin. Michaela and Kenia discussed content and video during part two.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Wolfgang Essentials 2016 - Critical Content & Video

  1. 1. Why you can’tafford to ignore 10x content
  2. 2. Google Panda
  3. 3. • Targets thin content • Targets duplicate content • Takes note of on-site engagement • Takes note of content shared on social media Google Panda
  4. 4. Content Challenges
  5. 5. 1. Getting Found
  6. 6. 2. Winning Engagement
  7. 7. • Decide your topic • Check what existsalready • Then ask… The 10x Process
  8. 8. Could I create something that’s 10 times better?
  9. 9. What does ‘better’ mean?
  10. 10. What Makes 10x Content? • Higher quality, more trust-worthy, useful, remarkable. • Bedifferent in scopeor detail to what already exists. • Draw an emotional response –awe, shock, joy… • Solves a problem or answer a question. • Better userexperience& better looking!
  11. 11. What 10x Does NOT Mean • It doesn’t mean MORE content • It doesn’t mean BIGGER budget
  12. 12. 2 Content Case Studies
  13. 13. Can we 10x it?
  14. 14. • 500 competition entries (andhigh valuecontacts for Zurich’s database) • Avg. time on page of 6 minutes+ • Backlinks from hr.comand finfacts.ie • Seefor yourself…! Results
  15. 15. Lift for ‘Savings and Investments’ section
  16. 16. Alarm bells 40% feel they get 0% business growth from social media
  17. 17. Alarm bells This is a problem we can solve for our audience
  18. 18. • Big emphasis on design • Big focus on case studies • Big focus on Irish • Big focus on solving the problem 10x Ebook
  19. 19. • Big emphasis on design • Big focus on case studies • Big focus on Irish • Big focus on solving the problem • Enquiries • Leads • Sales • Advocacy 10x Ebook
  20. 20. 10x Ebook
  21. 21. • 1200 downloads and counting (leads) • Building online authority • Assisting offline PR Results
  22. 22. 5Key Takeaways
  23. 23. • Content overload and Google Panda haveraised the bar. • Use the 10x thought process. Topic What exists? Can I 10x? • Consider ways tokeepyour audience engagedwith yourcontent. • Take user experienceand creative veryseriously. • Feeling nervous about going 10x? Ask your audience. Key Takeaways
  24. 24. • Conduct a survey • Google ConsumerSurvey • Comments on blog andsocial media Bonus Takeaway!
  25. 25. Video Advertising Video Formats & Whereto promote them
  26. 26. The future of video
  27. 27. 69% of all consumer-based internet traffic by 2017
  28. 28. 80% by 2019
  29. 29. The Future of Video it’s looking BRIGHT
  30. 30. Great Video Content Great Promotion
  31. 31. Video Formats 1. Animated 2. Stop Motion 3. Live Action 4. “Banner Video” 5. Gifs
  32. 32. Cost? €1 Million Euro From €500 Euro
  33. 33. Video Formats 1. Animated 2. Stop Motion 3. Live Action 4. “Banner Video” 5. Gifs
  34. 34. 1. Animated Videos Results Spend: €220 27K Views CPV: €0.01 Cost: 5K-9K Brief Dependent
  35. 35. 2. Stop Motion Results Spend: €100 204.5K Views CPV: €0.002 4,620 Engagements (reactions, comments, shares) Cost: 3K-7K Brief Dependent
  36. 36. 3. Live Action Cost: 8k-12k Brief Dependent
  37. 37. 3. Live Action
  38. 38. 3. Live Action Side-Effect Results
  39. 39. *ck you acebook
  40. 40. 4. Videos From BannerAds Results Spend €1,225 145K views CPV €0.01 Conversions: 207 Revenue €13,455 ROAS 10:1 Cost: No cost - €300
  41. 41. 5. Gifs
  42. 42. 5. Gifs Results Spend €250 48.7K views CPV €0.02 Cost: €500
  43. 43. Where is the best place to promote your videos?
  44. 44. April 2015 4B daily views October2015 8B daily views
  45. 45. What’s a view?
  46. 46. 1 YouTube View (30 secs) 10 Facebook Views (3 secs) =
  47. 47. Transforming their social content…
  48. 48. Which one should youuse?

×