making content marketing more efficient - #mozcon 2014 by @staceycav
TRANSCRIPT
#MozCon
Stacey (Cavanagh) MacNaught • Tecmark
Scaling Creativity: Making Content Marketing More Efficient
@staceycav • [email protected]
My first voyage into content marketing for link acquisition…
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…didn’t end so well
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Failure doesn’t feel ok.
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We set about learning the lessons
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And making our processes scalable
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Best way to waste time & money in content marketing?
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Not understanding your audience
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It’s as awkward as that time I showed South Park to my Nan.
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WTF???
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We needed insight into our audience
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Historically, I’d over-relied on keyword data
Remember that whole (not provided) thing?
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(I’m over it, by the way).
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Honest.
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Keyword data might be disappearing but social data’s on the rise.
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And it helps us to produce content consumer personas
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These are often different to buyer personas
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Facebook Graph Search Queries for Content Marketershttp://www.tecmark.co.uk/facebook-graph-search-queries/
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Tribalytics.com
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Writing content audience personas using social data has cut our outreach time by 40%.
The next major challenge we had to overcome?
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Generating ideas
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“Nothing is as dangerous as an idea when it’s the
only one we have.”
-Émile Chartier
Content marketing demands a seemingly endless stream of good ideas.
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We needed an efficient means of ideas generation
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Where do you look for inspiration on efficiency?
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Efficiency at its best. #mozcon @staceycav
Introducing Bernd Rohrbach
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And his 6-3-5 method of brainwriting
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http://blogsession.co.uk/2014/03/635-method-brainwriting/
108 ideas in 30 minutes
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https://docs.google.com/spreadsheets/d/1nON4PlvrF5KUpE7_8T3ZrWiLvcj6lof9wUihwyPkJrs/
You need a worksheet
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6 people
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30 minutes
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Start with a problem statement, brief or goal
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Round 1
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5 minutes. 3 ideas
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Pass your sheet on
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Lather. Rinse. Repeat.
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This took us from…
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Not enough ideas
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All the way to…
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Too many ideas
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(Some people are never happy)
The next challenge: narrowing down
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NUF Testing will help you ditch the weakest
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Ideation Tools
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Simitator.com/generator/twitter
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fivesecondtest.com
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Realtimeboard.com
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Mindnode.com
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coggle.it
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We’ve learnt some valuable asset generation lessons too
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Don’t produce anything….
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Don’t produce anything….yet
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Test everything you can as early as you can
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Headline split testing for Wordpresshttps://wordpress.org/plugins/title-split-testing-for-wordpress/
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fivesecondtest.com
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Imgur.com + Reddit for visuals
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Imgur.com + Reddit for visuals
(H/T @neomammalian)
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Goals first. Format second.
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Bells and whistles aren’t always necessary
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Boring? Ugly?Plain?
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Boring? Ugly?Plain?
Linkworthy.
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100+ inbound linking domains.
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Big brand links
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Links from competitors
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Links from industry press
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Field test your story before investing in making it shiny
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Now I’m happy there’s a story and I’ll invest further.
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Finding contacts
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Presspass.me
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Muckrack.com
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Journalisted.com
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The PR Masterclass
http://www.alexsingleton.com/the-pr-masterclass/
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Think multiscreen
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Especially if you’re promoting on social media
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OMG SHARE ME!!!!!!!!!
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80% of Twitter traffic is mobile.
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WTF???
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Takeaways
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Facebook Graph Search is a gift for content marketers.
http://www.tecmark.co.uk/facebook-graph-search-queries/
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6-3-5 brainwriting is an efficient first stage tactic for ideation.
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Let goals lead format. Bells and whistles need only be applied when you’ve proven they’re warranted.
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Don’t just cater to your audience’s interest. Cater to their screens as well.
