Post on 23-Aug-2014
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2012 Enterprise Network Annual Conference
Michael King
Director of Inbound Marketing
iAcquire
@ipullrank
@ipullrank
DOWNLOAD THIS DECK
http://bit.ly/active-ipullrank
….
….
@ipullrank
….
…. How is your so-
called “content”
gonna make us
money?
….
….
YOUR TEAM MAY DRIVE
YOU TO DRINK
…AND YOU MIGHT FALL
FLAT ON YOUR FACE
How can I get
them to buy this
content
marketing stuff?
….
…CONTENT MARKETERS
YOU MUST TAKE A STAND
AND DO REAL COMPANY SH*T
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CONTENT MARKETING IS REAL COMPANY SH*T
@WilReynolds gave a talk at MozCon he said that I inspired called “Real Company Sh*t” check it out:
http://bit.ly/UfX9BD
@ipullrank
THIS IS NOT REAL COMPANY SH*T
This is what used to pass for content marketing until Google launched the Panda & Penguin algorithm updates.
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THIS IS REAL COMPANY SH*T
Don’t complain about brands, beat them at their own game with remarkable content.
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REAL BRANDS ARE EMBRACING CONTENT MARKETING
Watch Coca-Cola Content 2020: http://bit.ly/PrTDQy
…but they’ll never
be as agile as you
can be.
@ipullrank
LET’S DO REAL COMPANY SH*T WITH CONTENT MARKETING
Make sure to follow @wilreynolds and @seerinteractive they are doing great stuff
ACT ONE 6 LAWS OF EFFECTIVE
CONTENT MARKETING
Follow these six laws and you will
have an effective content marketing
program.
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LAW #1 ALWAYS START FROM RESEARCH
You must understand your market and your audience intimately to do content marketing that works
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LAW #2 THE FOCUS IS THE STORY
Tell a compelling story and answer a key issue using your data to drive it home
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LAW #3 TAILOR IT DIRECTLY TO THE AUDIENCE
Everything you show should address the needs of the audience; answer their questions and become
the authority
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LAW #4 INVOLVE THE AUDIENCE
Involve the audience in what you’re creating so they are bought-in before it goes live.
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LAW #5 IT BETTER BE REMARKABLE
Remember what you’re competing with and invest in the resources to make your content beautiful,
compelling and shareworthy.
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LAW #6 TIE EVERYTHING DIRECTLY TO ROI
Everything you suggest should be directly explained in context of the ROI
ACTTWO RESEARCH Doing research that sticks
like a real company
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CONTENT MARKETING PROCESS
This closely mirrors the “New SEO Process” http://www.seomoz.org/blog/the-new-seo-process-quit-being-kanye
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Opportunity Discovery is the process of understanding the client’s space in context of the business goals to tailor the content strategy
directly to what they need to accomplish.
OPPORTUNITY DISCOVERY
LAND OF OPPORTUNITY
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BUSINESS GOALS ARE PARAMOUNT
Understanding and integration of the business objectives
throughout the entire process is incredibly important to
obtaining buy-in and measuring success. These are critical
to the ROI of content marketing.
If you’re not speaking in terms of conversion, you will not be
speaking much longer.
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MARKET RESEARCH
Every marketer should have at least a working knowledge of the space, the company and the audience. At iAcquire we’ve invested
heavily in the market research capability and we create audience and influencer reports with objectives, personas, customer insights,
market insights, hot topics, key influencers and resources
@ipullrank
Develop four hypothetical representations of people that exist within the online conversation as related to business goals, give them
stories and attributes to which content will be created. The key is to keep it as relevant and actionable to the content you will be creating
as possible
PERSONAS
PERSONA C PERSONA B PERSONA A PERSONA D
DEMOGRAPHICS
LIFESTYLES
USER STORY
USER NEEDS
DEMOGRAPHICS
LIFESTYLES
USER STORY
USER NEEDS
DEMOGRAPHICS
LIFESTYLES
USER STORY
USER NEEDS
DEMOGRAPHICS
LIFESTYLES
USER STORY
USER NEEDS
@ipullrank
I outlined a process in my “Understanding Your Audience Using Social Media” Mozinar about how to use Keyword Research, Social
Media and Discussion Search to develop ad hoc personas. http://mz.cm/UfXmVv
QUASI-AD HOC PERSONAS
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THE PROBLEM WITH AD HOC PERSONAS
While this approach can be very effective
stakeholders may potentially challenge it because
it’s not empirical. However neither is the old
method of handing out post-its to stakeholders
BUT ALWAYS
BE READY TO
DO THIS …
“A major virtue of personas is the
establishment of empathy and
understanding the individual who uses
the product” -Donald A. Norman, Nielsen Norman Group
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At iAcquire we have a data-driven approach starting from Nielsen’s PRIZM segments, layering data from Experian Simmons and finally
using Social Inventories from Facebook, LinkedIn, YouTube and DoubleClick to develop empirical and social media-relevant personas.
iACQUIRE’S DATA DRIVEN PERSONAS
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INTRODUCING NIELSEN PRIZM
Download this PDF: http://bit.ly/PrTOvb
Nielsen’s PRIZM
segments all of the
US into 66
predetermined
types or “codes”
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INSTANT PERSONAS FOR LOCAL SEARCH USING PRIZM
Understand Your Local Audience Now: http://bit.ly/Qeh0uw
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EXPERIAN SIMMONS
Simmons Mosaic Types: http://bit.ly/SDKvH1
AIO CLUSTERS
MOSAIC TYPE BY URL
MOSAIC TYPE BY
ONLINE ACTIVITY
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MOSAIC USA INTERACTIVE GUIDE
Get free Experian Simmons data by Zip Code: http://bit.ly/R9MzuD
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MOSAIC WORD CLOUDS
Use these to infer attributes of our personas in the user story
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THE RESULTING PERSONA
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GOOGLE CONSUMER SURVEYS
Get very targeted Consumer Data: http://bit.ly/La567r
Google Consumer
Surveys infers
demographic data
rather than getting
it explicitly
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GOOGLE CONSUMER SURVEYS STEP BY STEP
Example from Matt Cutts: http://bit.ly/PJF216
SPECIFY AUDIENCE
WRITE QUESTIONS
GET DATA
DEFINE THE SURVEY TYPE
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SURVEYMONKEY MARKET RESEARCH SURVEYS
An alternative market research survey source http://svy.mk/PAsjxz
SurveyMonkey
gets explicit
demographic data
from respondents
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COMPARE PERSONAS IN SEARCH WITH YAHOO CLUES
Do your personas
align with Yahoo
Clues data?
Leverage Yahoo’s Keyword Demographics: http://clues.yahoo.com
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HERE’S A PERSONA WORKSHEET
Download the Persona Worksheet: http://bit.ly/RAzO7N
…. BUT WHAT ARE OUR
COMPETITORS DOING?
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FACEBOOK RECOMMENDATIONS PLUGIN DEMO
Get a snapshot of a site’s popular content: http://bit.ly/NDO5E4
EXTEND THE BOX
TO 1000 PIXELS TO
VIEW 20 PIECES
OF POPULAR
CONTENT
@ipullrank
SOCIAL CRAWLYTICS
Use Social Crawlytics to find out what the best performing content for competitors
http://www.socialcrawlytics.com
Social Crawlytics
gives awesome
graphs of shares
by network
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SOCIAL CRAWLYTICS GIVES SHARE COUNTS BY URL
DON’T GET STARTED
JUST YET!
ACT TWO GETTING BUY-IN Build a list of people that want the
content to effectively prove that
people want it for stakeholder and
user buy-in.
@ipullrank
The big idea should thematically govern the content strategy and keep content from being an “isolated incident” by tying everything to an
initiative that fits into the overarching marketing mix and gives creative life
WHAT’S THE BIG IDEA?
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Content Marketing is about turning the brand into a storyteller. Tap into the Jungian story archetypes and align
them with the business to build an effective story. More on story archetypes: http://bit.ly/NBjTVC
THE 7 STORY ARCHETYPES
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Content is not a one-way street, but a cyclical process between the client’s goals, the strategist’s ideas and the influencer’s needs. Take
your content to the audience before you ever write a word or place a pixel and get their feedback and buy-in.
THE CLIENT-STRATEGIST-AUDIENCE FEEDBACK LOOP
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Using the following tactics find a group of people that will commit to engaging with this content and use that as evidence that the content
will appeal to the brand’s audience and drive KPIs
CALL YOUR SHOT
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INTRODUCING AUTHORA
Find authors and their content by topic and social metrics: http://www.authora.org
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USING AUTHORA
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GROUPHIGH IS A SIMILAR PRODUCT
GroupHigh has a bit of a headstart on Authora, but it’s paid: http://www.grouphigh.com
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USE TOPSY TO FIND INTERESTED PARTIES
Use Topsy to find people who shared competitor content: http://www.topsy.com
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FOLLOWERWONK, ABOUT.ME, ZERP.LY, FINDPEOPLEONPLUS
Use the features of your personas (instead of just target keywords) to find people using:
http://www.followerwonk.com , http://about.me, http://zerply.com and http://findpeopleonplus.com
@ipullrank
Determine how far your content will go for a given author by computing the scrape rate and share rate. http://bit.ly/NDObeP (original
Scrape Rate concept by @pointblankseo)
SHARE RATE & SCRAPE RATE
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HERE’S AN AUDIENCE WORKSHEET
Download the Audience Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Audience-Worksheet.xlsx
Just a little
something to help
you keep track of
and prioritize all of
those people
@ipullrank
INTRODUCING THE BROKEN LINK INDEX
Find missing resources by keyword with many links and create better versions:
http://www.brokenlinkindex.com
@ipullrank
USING THE BROKEN LINK INDEX
Use the Broken Link Index to prove that content you are looking to create has a built-in audience that
will allow you to hit your inbound link KPI.
@ipullrank
CONTENT AS A MAXIMUM VIABLE PRODUCT
Pitch content that supports multiple KPIs and need states within the customer journey as well as keeps
the barrier to entry high for the competitors.
YOU ARE NOW READY
TO SHOW WHAT YOU’VE GOT
ACT THREE MEASUREMENT Validate what you’ve done through
measurement to show the ROI of
content marketing
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Content is an asset that continues to generate ROI over time at a cost that rapidly diminishes over time. http://bit.ly/OGgN8S
THE ROI OF CONTENT MARKETING
@ipullrank
Content marketing costs between 31% and 41% less than paid search and continues to decrease over time while the price of Paid
Search stays fixed on increases due to competition.
CONTENT MARKETING VS. PAID SEARCH
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Over time content marketing accrues value drives the cost per lead down considerably while the cost of Paid Search stays fixed.
THE VALUE INCREASES OVER TIME
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When planning out a content marketing campaign use the consumer decision journey to determine what need state your
content will specifically speak to.
CONSUMER DECISION JOURNEY
@ipullrank
As usual finding the right keywords is important. Mapping them to content, need states and KPIs is paramount to proving
the success of a campaign
MAPPING KEYWORD RESEARCH
[flowers]
[when do roses bloom]
[what flowers for a first date]
[buying chrysanthemums]
[flower a month club]
@ipullrank
Map the content type directly to the customer decision journey to determine where in the funnel that this content
will reach the user
TYING CONTENT MARKETING TO THE FUNNEL
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You will need determine realistic and specific KPIs with regard to where the content is in the funnel and develop reporting
that speaks to directly to that value.
MEASUREMENT PLANNING
Rankings, Social Shares, Links, traffic, Page views
Rankings, Social Shares, Links, traffic, Page views, Time on Site
Rankings, Social Shares, Links, process completions, time on site, purchases
Rankings, Social Shares, Links, purchases
Rankings, Social Shares,Content Creation, Signup, # Logins, Time On Site, Page views
@ipullrank
Share of Voice (SoV) is a traditional advertising term defined as the percentage of possible positions in a channel occupied. As it pertains
to the SEO it is the percentage available search volume captured. Use it when explaining the opportunity to non-SEOs.
WTF IS SHARE OF VOICE FOR SEARCH?
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KEYWORD-LEVEL DEMOGRAPHICS
To date this is the most powerful thing I’ve contributed to the SEO community. Use it! http://mz.cm/UfYicl
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BENEFITS OF KEYWORD-LEVEL DEMOGRAPHICS
Just track the persona
Use the appID Cross Property
This is super powerful stuff!
DYNAMIC TARGETING
KEYWORD ARBITRAGE
SUBSEQUENT
CONVERSION PREDICTION
KEYWORD OWNERSHIP
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KEYWORD-LEVEL DEMOGRAPHICS BEST PRACTICES
Incentivize the Opt-In (Communities or Coupons)
Just track the persona
Use the appID Cross Property Cookie and Remarket
I have a half-finished Wordpress plugin. If you’d find that useful tweet at me and let me know.
@ipullrank
MAP SITE PROFILES TO CONVERSIONS
Does your site require some sort of profile? Tie the fields of that profile to measurement.
@ipullrank
USERREPORT.COM
Survey your users for free and get their demographic data into GA: http://www.userreports.com
@ipullrank
CHANGING KEYWORD DEMOGRAPHICS AS A KPI
The goal of your campaign can be to change the type of people searching for a given keyword
@ipullrank
There are those that don’t understand the ROI of Content Marketing. At this point there it has never been easier to get as granular as
you’d like to prove that return on investment. All that is required is proper planning.
MEASUREMENT HAS NEVER BEEN MORE ADVANCED
ACT FOUR PITCHING INTERNALLY
Content pitches that failed and how to
overcome them
@ipullrank
A marketer presents the creation of infographics via email and phone, but doesn’t succeed and ultimately the client sees them as
“complicated” or “expensive” measures.
FAIL #1: WEAK PRESENTATION
@ipullrank
Your presentation should not be an email or a phone call, it should be an in-person presentation with all the stakeholders.
RESOLUTION #1: PRESENT A DECK IN-PERSON
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A marketer sells in an idea neglecting to invite key stakeholders only to have that content strategy fall apart once the miss stakeholders
review it.
FAIL #2: LEAVING OUT KEY STAKEHOLDERS
@ipullrank
Get all of the key stakeholders on board so you don’t have to repeat steps or risk the engagement falling apart after you believe
you’re good to go.
RESOLUTION #2: INVITE THEM ALL
@ipullrank
A marketer explains the content strategy using the wrong KPIs and the stakeholders respond that content is “nice to have” not as
beneficial as “bombarding people with 100k email communications.”
FAIL #3: NOT SHOWING THE VALUE
@ipullrank
Build your measurement around the business objectives and things that actually show the positive affects of revenue.
RESOLUTION #3: BETTER MEASUREMENT PLANNING
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A marketer relies heavily on data to make her case and lambasts the regarded accomplishments
of the key stakeholders.
FAIL #4: RELYING ON TOO MUCH DATA
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Don’t use numbers as a weapon to insult your stakeholders, tell a compelling story using the data as an aside that drive
the points of ineffectiveness.
RESOLUTION #4: LET THE STORY DO THE WORK
ACT FIVE EXAMPLES 13 examples of real companies
performing impressive content
marketing
@ipullrank
MOVOTO & REALTOR.COM INFOGRAPHICS
http://bit.ly/UkA10s
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DELIVER MAGAZINE BY UNITED STATES POSTAL SERVICE
http://www.delivermagazine.com/
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ECOMAGINATION BY GENERAL ELECTRIC
http://www.ecomagination.com/
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LIVE BETTER AMERICA BY AMERICA ONLINE
http://www.livebetteramerica.com/
@ipullrank
BEINGGIRL.COM BY TAMPAX
Does your site require some sort of profile? Tie the fields of that profile to measurement.
@ipullrank
RESPONSIBILITY PROJECT BY LIBERTY MUTUAL
http://responsibility-project.libertymutual.com/
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HOME MADE SIMPLE BY PROCTOR & GAMBLE
http://www.homemadesimple.com/en-us/pages/home.aspx
ACT SIX ACTION ITEMS What should Real Estate marketers
do with all of this information?
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INVEST IN HIGH QUALITY EDITORIAL CONTENT ON YOUR SITE
Focus on what your audience wants and create remarkable content that speaks to their needs
@ipullrank
PADMAPPER – EMBRACE INNOVATIVE CONTENT
Don’t be like Craigslist http://bit.ly/MI9GZx support innovators in the space.
@ipullrank
TURN OPEN HOUSES INTO ONLINE EVENTS
Eliminate the distance between what happens on and offline by turning what you already do into content
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GUEST POSTING ON QUALITY WEBSITES
Wouldn’t you want to steal visitors from Zillow.com?
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GUEST POST HIGH QUALITY CONTENT
Spend the time and resources to create evergreen content and place on highly authoritative sites
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CONTENT MARKETING DIVERSIFY YOUR CONTENT TYPES
PRESS
BLOGS VIDEO
UGC
COMICS
PRODUCTS
PHYSICAL SPACE
ADS
PHOTOS
INFOGRAPHICS
SERVICES
EVENTS
UI ELEMENTS
PDFS TOOLS
APIS
ANIMATIONS
COMMENTS
DATA
PLATFORMS
PRINT MATERIAL SLIDE DECKS
PLUGINS
TWEETS
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REMEMBER CONTENT MARKETING IS A LONG TERM PLAY
Be consistent and plan for a long term strategy with key milestones (Image c/o @randfish)
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MAKE A COMMITMENT TO CONTENT
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@iPullRank
mike@iacquire.com
www.iacquire.com
THANK YOU / Q&A
MICHAEL KING Director of Inbound Marketing