Content Rising Summit 2015: The Content Standard Case Study

#ContentRising | 1

Case Study: How You Can Fall In Love With Your AudienceJune 17, 2015

#ContentRising | 2

Session Speakers

Ruben Sanchez@CentralSQDirector of Marketing at Skyword

Ted Karczewski@TeddyHKContent Marketing Manager at Skyword

#ContentRising | 3

“The very basic core of a man’s living spirit is his passion for adventure.”

Christopher McCandless

#ContentRising | 4

#ContentRising | 5

#ContentRising | 6

OBJECTIVE #1Building and Growing a Loyal Audience

#ContentRising | 7

#ContentRising | 8

#ContentRising | 9

“If you are looking for traffic, I can tell you I don't have money. But what I do have are a very particular set of skills, skills I have acquired over a very long career.”

“Users, I will look for you, I will find you, and I will convert you.”

#ContentRising | 10

#ContentRising | 11

Social Ads Management

Earned Social

Schema & Snippets

Web Analytics

Technical Site Audits

#ContentRising | 12

SKYWORD.COM

#ContentRising | 13

In 2012, the Content Standard was an Independent Site

#ContentRising | 14

CONTENTSTANDARD.COM

#ContentRising | 15

SKYWORD.COM

CONTENTSTANDARD.COM

#ContentRising | 16

The Rent is Too Damn High

#ContentRising | 17

The Content Isn’t Game Changing

#ContentRising | 18

#ContentRising | 19

Bad Results are Often Based on Lack of Focus

#ContentRising | 20

Want to Focus? Then Bet the House!

#ContentRising | 21

#ContentRising | 22

Build an Audience for Your Content with Existing Resources

#ContentRising | 23

Build an Audience for your Content with Existing Resources

#ContentRising | 24


#ContentRising | 25


#ContentRising | 26

Build an Audience for Your Content with Existing Resources

#ContentRising | 27

OBSTACLE #2Finding Out What Your Audience Really Craves

#ContentRising | 28

How to Find Out What Your Audience Really Craves

#ContentRising | 29

Useful x Empathy x Inspired = Great Content

- Ann Handley

#ContentRising | 30

What does it really mean to be useful, empathetic, and inspiring?

#ContentRising | 31

Useful: Using Site Analytics to Understand Utility

Articles about increased investments in content strategy performed higher than average.

#ContentRising | 32


Articles about continued use of SEO in content creation performed higher than average.

#ContentRising | 33


Articles about the challenges of telling great business stories performed higher than average.

#ContentRising | 34


Articles about other market leaders who had broken through the noise in their careers performed higher than average.

#ContentRising | 35


Key takeaway:

Our audience is full of people who need:• Advice on how to sell their big content ideas internally• Tips for being a better writer, designer, videographer• Tactics for getting their work found online• Wisdom from those marketers who have been in their

shoes

#ContentRising | 36

Empathetic: Social Listening to Understand Emotion

#ContentRising | 37


What social listening tools helped us define:• Section categories• Language variations used by our audience• Up-and-coming topics worth getting an edge on

#ContentRising | 38


#ContentRising | 39

Inspired: Learning to Tell Stories that Matter

#ContentRising | 40


#ContentRising | 41


#ContentRising | 42

OBJECTIVE #3Designing for Reader Experience

#ContentRising | 43

How Do you Cater to a Large Group of Readers?

#ContentRising | 44

#ContentRising | 45

#ContentRising | 46

#ContentRising | 47

“You want to talk to individuals who really care about whatever niche topic you’re aiming for. See what drives them, see what their curiosity is about, see what makes them unhappy about what they see.”

How Did you Know What Was Important for Readers?

#ContentRising | 48

#ContentRising | 49

What Does it Mean to Build Trust?

“One way is through transparency. You tell people what your intent is. This is who I am, I’m a newspaper. I’m a corporation. This is who I am. This is my intent.”

#ContentRising | 50

We Made it Clear. This is Who We Are

#ContentRising | 51

When Things Go Wrong, Don’t Barricade Yourself

#ContentRising | 52

How did you know what was important for readers?

“In the end some smart reader would say to me, ‘Look, you’re the editor. You should know what we want. We don’t really know what’s possible. You need to dream some dreams yourself and give it to us.’”

#ContentRising | 53

#ContentRising | 54

OBJECTIVE #4Powering the Hub with Great Content

#ContentRising | 55

Powering the Hub with Great Content

#ContentRising | 56


Questions to ask yourself:

• What does your media site do differently?• Why would a reader spend time on your site?• Why would a reader come back again?• Who is your ideal reader, and how do you reach them?• How frequently will you publish?

#ContentRising | 57

“Working with the Content Standard gives me the opportunity to write about my craft and my passion:

storytelling.”

- Taylor Mallory HollandThe Content Standard Contributor

#ContentRising | 58


Writer Management Tips

• You don’t need a lot of creatives, you need good creatives• Face time (or air time) is important for writer connections• Learn their passion points• Help support with personal brand growth

#ContentRising | 59

OBSTACLE #5Proving Your Worth

#ContentRising | 60

Proving Your Worth: the Content Standard by the Numbers

Case Study Results:

• 75.86% increase in traffic in first 12 months• 49% of total Skyword.com traffic comes from the Content

Standard in 2015• On track to double visitors year-over-year• 406% increase in subscriptions in first 12 months

#ContentRising | 61

“Numbers aren’t everything”

#ContentRising | 62

Proving Your Worth

#ContentRising | 63

Proving Your Worth

#ContentRising | 64

Proving Your Worth

#ContentRising | 65

Proving Your Worth

#ContentRising | 66

Proving Your Worth

Top Lead Generators for Skyword

1. Request a Demo form on Skyword.com

2. Contact Us form on Skyword.com

3. The Content Standard Subscription form

#ContentRising | 67

Proving Your Worth

• Providing buyer insights• Learning and adapting• Building trust

#ContentRising | 68

#ContentRising | 69

Session Speakers

Ruben Sanchez@CentralSQDirector of Marketing at Skyword

Ted Karczewski@TeddyHKContent Marketing Manager at Skyword

#ContentRising | 70

Thank youPlease share your feedback with us:

http://j.mp/crsummit7

Date post:	04-Aug-2015
Category:	Marketing
Upload:	skyword-inc
View:	447 times
Download:	2 times