Scaling Quality v1.3

transcript

SCALING QUALITY V1.3 HOW TO MAKE REMARKABLE CONTENT AT SCALE FOR MARKETING SUCCESS

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MICHAEL KING

DOWNLOAD: HTTP://BIT.LY/SCALING-QUALITY13 @IPULLRANK

MICHAEL KING

SO EVERYBODY’S TALKING ABOUT CONTENT…

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…AND EXPECTS THIS…

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Eloqua released a recent study comparing Content Marketing and Paid Search showing the CPL for Content Marketing is substantially lower

than Paid Search over time.

…AND THIS…

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…BUT GETS A LOT OF THIS…

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…AND THIS…

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Most content is not made with a given audience in mind and it falls flat because no one cares. This is where Content Marketing often fails.

BECAUSE YOUR CONTENT LOOKS LIKE THIS!

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SERIOUSLY, WTF USA TODAY?!

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THERE’S NO EXCUSE FOR BAD CONTENT IN 2014

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There are far too many cost-effective resources out there to settle for bad content. There are too many out of work art school kids and

journalists looking to create high quality content across various networks for brands to rely on poor quality stuff.

THERE’S MORE DATA THAN EVER…

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…on how users think and what they are interested in. Why are we still making so much stuff that no one cares about?

A BIG REASON MARKETERS FAIL IS…

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…they don’t know the difference between Content Marketing and Content Strategy. Most of the content that marketers are creating is done with

no strategy in mind and it falls flat because it doesn’t include enough forethought and planning.

CONTENT STRATEGY “A shared set of goals, guiding principles, and

success metrics that guides the creation,

delivery, and governance of content across an

organization.”

CONTENT MARKETING “Multichannel custom publishing.”

CONTENT STRATEGY IS THE ANSWER!

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Content Strategy is understanding the who, what, when, why and how of content. It’s building systems, processes, and workflows for content

creating, maintenance and promotion. Following this process we will build content with an inherent audience, workflow and governance.

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DIVERSIFY CONTENT TYPES

BLOGS VIDEO

COMICS

PRODUCTS

PHYSICAL SPACE

PHOTOS

INFOGRAPHICS

SERVICES

EVENTS

UI ELEMENTS

PDFS TOOLS

ANIMATIONS

COMMENTS

PLATFORMS

PRINT MATERIAL SLIDE DECKS

PLUGINS

TWEETS

FOCUS ON THE ROI

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See my Mozcon 2012 Deck for a detailed presentation of how to build a business case for content mapping it to ROI through available search

volume and CTR: http://www.slideshare.net/ipullrank/getting-buyin-for-content-marketing-mozcon-remix

MAP CONTENT TO THE USER JOURNEY & KPIS

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The main objective is to show business value, not just like and share counts. We tie our KPIs to and our content the proper phase of the

consumer decision journey to show fulfill their needs and drive business objectives.

CONTENT PLANNING

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TOOLS FOR QUALITY CONTENT STRATEGY

MURAL.LY

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Leverage Mural.ly for planning content across your team - http://www.mural.ly I also love it for Affinity Diagramming when building personas.

STORYBOARD THAT

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Build out story boards for Creative people to follow when creating your content - http://www.storyboardthat.com

BALSAMIQ

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Build WYSIWYG wireframes to communicate your ideas visually - http://www.balsamiq.com

GLIFFY

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Gliffy also great for wireframes as well as process documentation for outlining content governance and workflow. http://www.gliffy.com

TRELLO

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Trello is a free project management software that is perfect for content planning and execution http://www.trello.com It also allows you to build a

content calendar view.

GREAT CONTENT HAS GREAT STRUCTURE

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Use images, bullets, formatting to capture the attention of more people. Define this structure in your styleguide http://www.seomoz.org/blog/10-

super-easy-seo-copywriting-tips-for-link-building

FINDING GOOD IDEAS

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WAYS TO FIND THINGS PEOPLE CARE ABOUT

BUILD PERSONAS

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Layering data from Nielsen and Experian in context with Social PPC inventories to allows marketers to build audience and buyer personas at

scale and leverage them as a lens to develop content people want.

THIS IS WHERE GOOGLE IS HEADED

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In a recent video Google revealed how they are able to model people based on their vast datasets. They are using big data to build a database

of affinities that advertisers can leverage for more effective advertising. http://www.youtube.com/watch?v=z1kRd571bz0

AFFINITY SEGMENTS

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Google has leveraged that data to segment every user across the Google ecosystem into a variety of groups called Affinity Segments. Even

right now advertisers can use this data for targeting. You can have ask your Adwords rep to get the detailed user stories that you see above.

YOU CAN TRACK AFFINITY SEGMENTS IN GA

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Most importantly you can get the affinity segments and demographic data right in Google Analytics. This data yields very powerful insights in

context of the other dimensions and metrics that GA provides.

FREE MOSAIC INTERACTIVE GUIDES

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While Experian Simmons is quite an expensive tool that is out of reach for many there are free Mosaic Interactive Guides for the US, Germany,

Australia, France, Brazil, Scotland, and Spain. I’ll get you started with the US guide http://guides.business-

strategies.co.uk/mosaicusa2011/html/visualisation.htm

1. STATE YOUR GOAL

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One of Moz's key business goals is to increase the number of SMBs that signup for free services that become monthly subscribers. Therefore

the goal of this persona exercise will be to discover a key segment of Moz's audience that is very likely to share and link to content, but hasn't

purchased a Moz Analytics pro membership yet

2. USE DEMOGRAPHICS TO FRAME

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Identifying the demographics allows to figure out where does the persona fall. Based on this data it’s equally valid to have a segment that is 25-

34 and female desktop user as it is to have one that 55-64 and male mobile user. The percentages give the likelihood that that person is part of

your audience.

3. COLLECT USER NEEDS

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I’ve used a combination of Moz’s Q&A, Twitter’s advanced search and data that I scraped from Moz’s user profiles to uncover user needs. I’ve

done it this way because these data sources are available for this site. Another site would require other methods.

4. OBSERVE PSYCHOGRAPHICS

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Facebook Graph Search, Twtrland, and Twitter Advanced Search all allow me to look precisely at the people that are interested in Moz based

and review their demographics to then examine their psychographics based on the other features of your profile.

5. BRINGING IT ALL TOGETHER

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This research process yielded a persona that called Mozzy Smurf that is always on the run trying to live the 4-Hour week lifestyle. He’s an avid

traveler, lover of Moz’s content, but he expects more out of the product. Mozzy Smurf would become a subscriber if their were different pricing

options, an iPhone app, multi-seat accounts and more premium content.

WHAT IS A USER JOURNEY?

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The user journey is the path the user must take to fulfill a given need or meet a given goal (which can be a collection of needs). An example

could be the steps a user takes to go on a trip somewhere as seen above. It can be as broad (AIDA, CEBEA) or as a granular as you’d like it to

be. All that matters is that each steps is actionable and you can map it to content.

IDENTIFYING CONTENT GAPS WITH CONTENT AUDITS

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desires

travel, but

doesn’t

quite know

where to

User is

looking to

book a

complete

itinerary

User is

planning

everything

they need

to do for

the trip.

User is

traveling

from their

home to

custom

itinerary

User has

arrived at

destination.

User is

enjoying

their trip.

User is

heading

User has

had an

during their

wants to

their trip

friends

family.

EXPLORE BOOK PREPARE TRAVEL ARRIVE STAY DEPART PROBLEM REPORT

How do I find a

place to go?

How do I find

all the features

of the trip I

want and book

What do I

need to get

ready for this

How to do I

get to the

airport? What

if my flight is

canceled?

What do I do

once I land?

How to find the

things in my

itinerary?

How do I get

back to the

airport? Can I

take this stuff

How do I get

help when I’m

on a trip?

Where’s the

best place to

share my

experience

online?

Trip.Me had no content for any of these phases

in the user journey

FOLLOWERWONK

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Use the word clouds from your followers or a competitor’s to develop co-relevant content ideas. Beware of the small sample size.

http://www.followerwonk.com

SIMPLYMEASURED + TAG CROWD

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Using SimplyMeasured’s free follower report with tag crowd gets you insights from a sample size of 10k. http://www.simplymeasured.com +

http://www.tagcrowd.com

BOTTLENOSE

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Bottlenose’s Sonar feature allows you to identify what terms are showing up in social media which allows you to create co-relevant content with

built-in audience. http://www.bottlenose.com

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Pose and/or identify questions using Question & Answer forum Quora to determine how popular an idea will before putting the effort into

creating something. http://www.quora.com

KEYWORD RESEARCH

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Use keyword research tools to vet content ideas, they are a direct look into the psyche of the population. http://ubersuggest.org/

http://www.google.com/trends https://adwords.google.com/ko/KeywordPlanner/Home

YUTONGO

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Can’t come up with an idea? Use Yutongo to crowdsource it http://ideation.yutongo.com/

SEE MY PERSONAS DECK

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Stop writing with your eyes closed like this guy. Check out my presentation on personas or read the 12,500 word Moz post:

http://moz.com/blog/personas-understanding-the-person-behind-the-visit

DOWNLOAD: HTTP://BIT.LY/PERSONAS-2014

DATA COLLECTION SOURCES

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THERE’S WAY TOO MUCH DATA OUT THERE TO BE DOING AWFUL CONTENT

SURVEYMONKEY AUDIENCE

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Get custom data right from your audience with SurveyMonkey Audience http://www.surveymonkey.com/audience

GOOGLE CONSUMER SURVEYS

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Do the same with Google Consumer Surveys: http://www.google.com/insights/consumersurveys/

GOOGLE PUBLIC DATA

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http://www.google.com/publicdata/directory

MARKETING CHARTS

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Marketing Charts is an interesting site with hundreds of random data points about random things related to marketing

http://www.marketingcharts.com/

GOOGLE CONSUMER BAROMETER

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Consumer Barometer is a microsite by Google that features data on consume buying behaviors http://www.consumerbarometer.com/

ZANRAN

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ZanRan is a search engine for data & stats http://www.zanran.com/

DATAMARKET

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Data source aggregator http://www.datamarket.com

GET THE DATA

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Question based Data Search Engine http://getthedata.org/

DATA360

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News-driven data http://www.data360.org

QUALITY OUTSOURCING

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GREAT RESOURCES TO GET YOUR CONTENT MADE FOR YOU

99DESIGNS

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Get creatives to compete for your business http://www.99designs.com

DRIBBBLE

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Identify Creatives in your area to hire based on the pre-existing work. http://www.dribbble.com

CONTENTLY

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Organize high quality writers into a content calendar, manage their pitches and their submissions with workflow management tools

http://www.contently.com

SKYWORD

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Organize high quality writers into a content calendar, manage content with this content network and workflow management tools.

http://www.skyword.com

NEWSCRED

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Great custom content created or license content from other sources with http://www.newscred.com

COPYPRESS

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The best mid-level, low commitment content creation solution is CopyPress. The quality of the content is high and they are also coming out

with workflow management tools soon it seems. http://www.copypress.com

PLAG TRACKER

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Check if the article submissions are original or not http://www.plagtracker.com

GRAMMARLY

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Check the grammar of article submissions at scale http://www.grammar.ly

EXAMPLE OUTSOURCE WORKFLOW

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TOOLS FOR QUALITY CONTENT

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YOU CAN DO IT ALL BY YOURSELF

IF YOU CAN WRITE…

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How you can you create effective content without first gaining a deep understanding of that audience? You might as well be writing with your

eyes closed like this guy.

…MAKE A SPREADSHEET…

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…AND UPLOAD PICTURES…

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THEN YOU CAN MAKE GREAT CONTENT!

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INFOGR.AM

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http://infogr.am

PIKTOCHART

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http://piktochart.com

GOOGLE FUSION TABLES

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http://www.google.com/drive/apps.html#fusiontables

ICHARTS

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Make charts and infographcis from google docs http://www.icharts.com

DIPITY

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Interactive timelines with http://www.dipity.com

STORYBIRD

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Create interactive books with http://www.storybird.com

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Having trouble color coordinating? Kuler can help. http://kuler.adobe.com

ADOBE EDGEFONTS

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Google Font API and Adobe Typekit had a baby. http://edgewebfonts.adobe.com

EXAMPLE DIY WORKFLOW

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COMMUNICATING WITH CREATIVES

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HOW TO GET WHAT YOU EXPECTED OUT OF ART SCHOOL KIDS

THIS IS YOU STARTING A CONTENT PROJECT

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YAY! WE’RE MAKING

CONTENT!

THIS IS YOU WHEN YOU GET IT BACK FROM CREATIVE

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YOUR COMMUNICATION LEAVES CREATIVES…

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I WROTE A LONG POST ABOUT THIS

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I reached out to some SEOs involved in remarkable content projects and asked them about their processes and such. I also talked to our

Creative Director about how to better communicate creative ideas. http://bit.ly/1s2skQk

THE DATA VIZ BRIEF FIXES THIS

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Audience

Wireframe

Data Look & Feel

Copy Story / Background

Target Audience

Men and women ages 21+ who are interested in topics in the marketing industry & may be marketing professionals themselves

The entertainment & movie studio industry community

Those who are engaged within the SEO and social media space Story

There is one industry that starts back at square one when it comes to marketing a new product: the movie industry. Movie studios attempt to build

new communities for every individual film in order to have engaged audiences yet abandon these social properties once the film is released. Would a

studio’s time and money be better spent continuing to engage audiences? Center social audience focus on the studio itself rather than an individual

film? This infographic examines how and what drives moviegoers to spread the word about films and gives studios a better idea of where there

focus should be when promoting a new release. Conclusion

When choosing or recommending a movie, people don’t care about the studios that make these movies – especially not those in the younger age

range. Young people are more likely to recommend a movie through social media, however, and those who are heavy social users are more likely to

follow a studio on a social network than an individual film. Younger people get more movie information from social network and TV commercials while

older people get more information from TV commercials and print.

Methodology Conduct a survey to find out the social behavior of moviegoers as well as how & where they talk about films.

Examine different social profiles for individual films as well as movie studios to find trends that are reflected in this data.

Utilize existing data to further inform survey and panel data.

AUDIENCE, STORY, VISUAL DESCRIPTION

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Frame the data viz completely with the target audience, the story and oftentimes the methodology and conclusion from whatever data collection

exercise we did to give them complete context.

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Provide raw data as well as curated data points to give the designer as much latitude as a possible to tell a visual story

How Moviegoers Hear About Movies

For most people, movie trailers are still the “first

look” they are intended to be.

bar graph

49% Movie trailers

44% TV commercials

35% Recommendations from friends

How Moviegoers Choose What to See

People select movies based on the emotions they

want to experience – causing genre to be the top

motivating factor.

pie chart

40% Genre

38% Recommendations/reviews

0.2% Studio

WIREFRAME WITH COPY

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We’ll also hand the copy off in the deck, but here it is laid out on the wireframe. The images on the right are the end result of the entire process.

CONTENT PROMOTION

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BECAUSE JUST BECAUSE YOU BUILT IT DOESN’T MEAN THEY WILL COME

BUZZSTREAM’S CONTENT PROMOTION E-BOOK

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The folks at Buzzstream wrote the book on content promotion. I don’t have time to speak about it today, but check this out for a complete cross-

channel action plan http://resources.buzzstream.com/advanced-guide-to-content-promotion/ However I will briefly highlight some equations for

calculating what is required for content promotion.

GOAL DETERMINATION

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Use this equation to calculate the number of downloads and visitors a given piece of content should generate.

SPEND PER CHANNEL REQUIREMENT

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Use this formula to calculate the number of conversions you can expect per dollar spent.

OUTREACH GOAL REQUIREMENT

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Use these equations to calculate the amount of prospects and the amount of outreach required to build links to your content.

WRAPPING UP

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I’M OUT!

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THANK YOU / Q&A

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Michael King Executive Director of Owned Media mking@acronym.com @iPullRank

DOWNLOAD: HTTP://BIT.LY/SCALING-QUALITY13