Post on 16-Apr-2017
transcript
bbCreate Something
Remark[et]ableHow to do good content marketing
#remarketable
Whoam I? Social & Digital Strategy Dir. @ Fuseideas
Designer Emmy Winner Boston Social Media Club Secretary Creative/UX/Marketing Director Early Adopter Google Glass Explorer 1st website in 1993 1st web video in 1994 1st social media campaign in 1995
Clients: Bermuda Tourism Tourism Santa Fe Destination DC Germany NTO HBO Microsoft FOX Disney • ABC • ESPN Amazon
Weird
Funny
Cool
Clever
Personal
Helpful
Shocking
Addictive
Taylor
Boring
Wikipedia: any marketing format that involves the creation and sharing of media and publishing content in order to acquire customer.
Synonym: inbound marketing
Content Marketing
customer acquisition HelpfulTaylor
Addictive
Sad
PersonalClever
Cool
FunnyWeird
–Me“Caring leads to sharing.”
Blog Posts Articles Videos Infographics eBooks Digital Magazines Website Copy Product Descriptions Podcasts Newsletters White Papers Research Reports Webinars Slideshows
Case Studies Reviews Images Games Memes Email Brochures Business Cards Presentations Checkins Tweets Ads Pens Ephemeral Content
What is Content?
What is Ephemeral Content?
Your Blog Your Website Other Blogs Partner Websites Facebook LinkedIn YouTube Twitter Google Plus Pinterest Instagram Podcasts App Store Flickr
Press Releases Newsletters Dribbble Live Events Publications Kickstarter Periscope Snapchat VSCO Your Offices Car Bumpers
Where to Put Content?
Convert Customers Directly Acquire Leads Directly Make A Sale Directly
What Does Content NOT Do?*
What DOES Content Do?
Creates Familiarity
Increases Likability
Adds Your Brand To Your Audience’s Brand Portfolio
Builds Brand Affinity
of consumers are more likely to buy from a company that delivers custom content. 61%
Companies with active blogs receive
97%More leads
0
50
100
150
200
of time researching before a purchase75%56% of shoppers
spend
Brands
ConsumersDesired Content
What Works?
36 million visits, 11 million elves shared
Web traffic increased 10x
Twitter following increased 100x
Cost: $0
X
5,333,442 potential Likes 2,886,724 potential comments
Twitter: 208 Instagram: 843 Facebook: 649
Average Followers
Second Tier Audience
BrandFollowers’ Followers
Followers
Likes +1s Subscribes Shares Comments Votes Retweets Links Views Mentions Clicks
Downloads PlaysHearts Traffic Page Views Reach Followers Relevance Score CTR Engagement PHR*
Quality Indicators
Potential Human Reach
Potential Human Reach
www.PotentialHumanReach.com/dmai2014
Repurpose
Create
Creating Great Content
Quality Content For Your Audience
Self- Promotion
Creating Great Content
Add images to an article to increase viewing by 94%
Skyword
Creating Great Content
more popular than links5xImages
Are
Creating Great Content
videos on landing pages increased conversions by 86%
Skyword
Creating Great Content
more likely to be shared than links10xVideos
Are
Creating Great Content
when infographics are added12%Website
traffic increased
Content Tips
A) spread a single bit of content over multiple content forms: tweets, infographics, images
B) test content effectiveness C) survey customers about preferred content format D) repurpose and repackage assets and data
Content Tips
A) use credible sources B) create a blog post around your infographic C) promote with a press release D) break into screenshots for Twitter, Instagram,
Facebook, LinkedIn, Pinterest then link back to blog post
E) schedule multiple SoMe posts F) no designer to agency? Use visual.ly, Infgr.am,
Piktochart G) submit to StumbleUpon, Delicious, Reddit, or Digg
Content Tips
A) get a smartphone & video editing apps B) publish on YouTube, Vine, Instagram,
Facebook, Pinterest C) use screenshots to promote on sites
that don't show video thumbnails D) start with HD and scale down E) don't forget the music
Content Tips
A) a picture is worth 1000 words, say more with less B) ALWAYS include an image with a SoMe post or
blog C) get a Flickr account and learn about Creative
Commons licensing D) NEVER use images from Google image search E) ALWAYS include image attribution F) use search relevant file names
Content Tips
A) don't overuse keywords B) use provocative titles C) reference your other blog posts and other blogs with
links D) include contact info in articles E) use images F) don't forget the subscribe button G) make sure your site/blog allows sharing and
comments
Content Tips
1. Leverage your resources 2. Assign tasks 3. Look for opportunities 4. Identify outposts 5. Supply outposts 6. Identify ambassadors 7. Supply your ambassadors 8. Make your stuff sharable 9. Get people connected
Boston • Portland • Prague
www.fuseideas.com