content is data - vertical measures webinar
DESCRIPTION
Marketing is facing a crisis. In the past decade we have evolved our data systems to know our consumers & prospects from every angle & touch point. We have never had more efficient and effective distribution channels (Search, Email, Social & Mobile). Now we are faced with the last great challenge. We don’t have the content. Content is the weak link in our goal to deliver the right message to the right person at the right time through the right channel. In this webinar you will learn how: - Advanced marketers are leveraging personae - To empower employees and our audience to create large volumes of relevant sharable content - Leverage & repurpose content across all channels - Measure content as an individual elementTRANSCRIPT
Presents: Chris Baggott, Co-Founder of Compendium
Content Is Data
“Content marketing is all the marketing
that is left.”
Seth GodinBest Selling Author
What Is Big Data?According to the IBM’s definition, the three core components of big data are volume, variety and velocity.
Volume refers to the growing mass of terabytes and petabytes being generated and converted into analysis and real time decisions.
Variety refers to the structured and unstructured data pouring in via thousands of sources that is analyzed in new and creative combinations.
Velocity simply refers to how quickly the data is being produced and the speed at which it must be processed to serve useful tasks central to marketers’ needs.
Content Gap
Personas
Jill BrownSingle Working Mom
“There is always something to be done. I need tasks to be simple and easy so I can focus on the more important things in life, like my son Brady.”
Behaviors & Culture• Slightly unorganized• Very practical but easily flustered• Honest and sincere• Passionate
Sample Search Queries• Apartments in safe
neighborhoods• Affordable apartments in
St. Louis• How to downsize living space
Challenges• Managing multiple tasks at once• Coping when “life” happens and
goes against her “plan”
Fears• Feeling unaccomplished• Something bad happening
to her son• Getting off task
Needs & Expectations• Simplicity• Affordable housing options• Products and services that are
easy to understand and choose• Anything that is in the best
interest of her son
Motivations• Checking things off her
“to-do” list• Quality time with her son• Feeling accomplished
Known Information:User Category: New Apartment TenantAge: 38Race: WhiteEducation: Associate DegreeEmployment: Full timeHousehold Income: $40,000Family: Divorced, Single mother
Customer Engagement Cycle
Stage Questions AskedAwareness How can I find/fix/help __________?
Consideration
What do I need to consider when purchasing __________?
Inquiry What options/solutions does this company offer?
Purchase Why is it better to purchase from this company over another?
Retention What would make me purchase from this company again?
Topic Modeling
Topic Modeling
Tyler Cole, 21College Student
Jill Brown, 38Single Working Mom
Kevin Rogers, 52Empty Nester
Editorial Calendar
Most Popular Content Tactics
Original
Curated
Customer
Repurposed
Existing Content Repurpose Existing Content As:
News Releases • Rewrite in conversational tone and post on content hub
Video of CEO Annual Meeting
• Post video on YouTube• Convert audio to MP3 for downloadable or streaming podcast• Transcribe speech and post on blog
Customer case studies
• Create PowerPoint and post on SlideShare• Record PowerPoint with voiceover as video and post on YouTube• Post video (YouTube embed code) on content hub
Self-published articles
• Rewrite in conversational tone and post as a month long blog series
• Combine similar articles into an eBook and write a post promoting it’s download
Evergreen Content • Find content that has performed well before and link to it from a new piece of content or promote it through social
FAQ
Branded Hub
Branded Hub
Branded Hub
Author Rank
Social Reach
Demonstrating Content Value
Questions?
Contact: 888-476-1881 www.VerticalMeasures.com
More Traffic. More Leads. More Business.
FREE WEBINAR SERIES:Join us February 7th at 11am PST/2pm ESTBeyond Optimization: Elevating Your Content with Google Authorship
Presenter: David Gould,Creative Services Director at Vertical Measures
Learn how:• The SEO benefits of being a verified author• How to set up your authorship• Multiple options for linking your content to your profile• Tips for building your AuthorRank
Check out our website at www.verticalmeasures.com/webinars
for registration information.