Making Content Marketing More Efficient - #mozcon 2014 by @staceycav

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Information about Making Content Marketing More Efficient - #mozcon 2014 by @staceycav

Published on July 17, 2014

Author: staceycav

Source: slideshare.net

Description

Tactica, practical tips for making your content marketing efforts more efficient. #mozcon 2014 presentation by Stacey MacNaught.

#MozCon Stacey (Cavanagh) MacNaught • Tecmark Scaling Creativity: Making Content Marketing More Efficient @staceycav • stacey.macnaught@tecmark.co.uk

My first voyage into content marketing for link acquisition… #mozcon @staceycav

…didn’t end so well #mozcon @staceycav

#mozcon @staceycav

Failure doesn’t feel ok. #mozcon @staceycav

We set about learning the lessons #mozcon @staceycav

And making our processes scalable #mozcon @staceycav

Best way to waste time & money in content marketing? #mozcon @staceycav

Not understanding your audience #mozcon @staceycav

It’s as awkward as that time I showed South Park to my Nan. #mozcon @staceycav

#mozcon @staceycav

#mozcon @staceycav WTF???

#mozcon @staceycav We needed insight into our audience

#mozcon @staceycav Historically, I’d over-relied on keyword data

Remember that whole (not provided) thing? #mozcon @staceycav

(I’m over it, by the way). #mozcon @staceycav

Honest. #mozcon @staceycav

Keyword data might be disappearing but social data’s on the rise. #mozcon @staceycav

And it helps us to produce content consumer personas #mozcon @staceycav

#mozcon @staceycav These are often different to buyer personas

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#mozcon @staceycav Facebook Graph Search Queries for Content Marketers http://www.tecmark.co.uk/facebook-graph-search-queries/

#mozcon @staceycav Tribalytics.com

#mozcon @staceycav Writing content audience personas using social data has cut our outreach time by 40%.

The next major challenge we had to overcome? #mozcon @staceycav

Generating ideas #mozcon @staceycav

#mozcon @staceycav “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. #mozcon @staceycav

#mozcon @staceycav

We needed an efficient means of ideas generation #mozcon @staceycav

Where do you look for inspiration on efficiency? #mozcon @staceycav

#mozcon @staceycav

Efficiency at its best. #mozcon @staceycav

Introducing Bernd Rohrbach #mozcon @staceycav

And his 6-3-5 method of brainwriting #mozcon @staceycav http://blogsession.co.uk/2014/03/635-method-brainwriting/

108 ideas in 30 minutes #mozcon @staceycav

#mozcon @staceycav https://docs.google.com/spreadsheets/d/1nON4PlvrF5KUpE7_8T3ZrWiLvcj6lof9wUihwyPkJrs/ You need a worksheet

#mozcon @staceycav 6 people

#mozcon @staceycav 30 minutes

#mozcon @staceycav Start with a problem statement, brief or goal

#mozcon @staceycav Round 1

#mozcon @staceycav 5 minutes. 3 ideas

#mozcon @staceycav Pass your sheet on

#mozcon @staceycav Lather. Rinse. Repeat.

#mozcon @staceycav This took us from…

#mozcon @staceycav Not enough ideas

#mozcon @staceycav All the way to…

#mozcon @staceycav Too many ideas

#mozcon @staceycav (Some people are never happy)

The next challenge: narrowing down #mozcon @staceycav

#mozcon @staceycav NUF Testing will help you ditch the weakest

#mozcon @staceycav Ideation Tools

#mozcon @staceycav Simitator.com/generator/twitter

#mozcon @staceycav fivesecondtest.com

#mozcon @staceycav Realtimeboard.com

#mozcon @staceycav Mindnode.com

#mozcon @staceycav coggle.it

#mozcon @staceycav We’ve learnt some valuable asset generation lessons too

#mozcon @staceycav Don’t produce anything….

#mozcon @staceycav Don’t produce anything….yet

#mozcon @staceycav Test everything you can as early as you can

#mozcon @staceycav Headline split testing for Wordpress https://wordpress.org/plugins/title-split-testing-for-wordpress/

#mozcon @staceycav fivesecondtest.com

#mozcon @staceycav Imgur.com + Reddit for visuals

#mozcon @staceycav Imgur.com + Reddit for visuals (H/T @neomammalian)

#mozcon @staceycav Goals first. Format second.

#mozcon @staceycav Bells and whistles aren’t always necessary

#mozcon @staceycav Boring? Ugly? Plain?

#mozcon @staceycav Boring? Ugly? Plain? Linkworthy.

#mozcon @staceycav 100+ inbound linking domains.

#mozcon @staceycav Big brand links

#mozcon @staceycav Links from competitors

#mozcon @staceycav Links from industry press

#mozcon @staceycav Field test your story before investing in making it shiny

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#mozcon @staceycav Now I’m happy there’s a story and I’ll invest further.

#mozcon @staceycav Finding contacts

#mozcon @staceycav Presspass.me

#mozcon @staceycav Muckrack.com

#mozcon @staceycav Journalisted.com

#mozcon @staceycav The PR Masterclass http://www.alexsingleton.com/the-pr-masterclass/

#mozcon @staceycav Think multiscreen

#mozcon @staceycav Especially if you’re promoting on social media

#mozcon @staceycav http://www.futurebristol.co.uk/

#mozcon @staceycav OMG SHARE ME!!!!!!!!!

#mozcon @staceycav 80% of Twitter traffic is mobile.

#mozcon @staceycav

#mozcon @staceycav WTF???

#mozcon @staceycav Takeaways

#mozcon @staceycav Facebook Graph Search is a gift for content marketers. http://www.tecmark.co.uk/facebook-graph-search-queries/

#mozcon @staceycav 6-3-5 brainwriting is an efficient first stage tactic for ideation.

#mozcon @staceycav Let goals lead format. Bells and whistles need only be applied when you’ve proven they’re warranted.

#mozcon @staceycav Don’t just cater to your audience’s interest. Cater to their screens as well.

#MozCon Stacey (Cavanagh) MacNaught • Tecmark @staceycav • stacey.macnaught@tecmark.co.uk

#mozcon presentations

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