saal a - 1445 - keynote - the content marketing overhaul with mike king, ipullrank
TRANSCRIPT
THE CONTENT MARKETING OVERHAULMICHAEL KING
SCALING QUALITY V1.6 HOW TO MAKE REMARKABLE CONTENT AT SCALE FOR MARKETING SUCCESS
MICHAEL KING
DOWNLOAD: HTTP://BIT.LY/SCALING-QUALITY13MICHAEL KING
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.
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.
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.
…on how users think and what they are interested in. Why are we still making so much stuff that no one cares about?
…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 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.
PRESS
BLOGSVIDEO
UGC
COMICS
PRODUCTS
PHYSICAL SPACE
ADS
PHOTOS
INFOGRAPHICS
SERVICES
EVENTS
UI ELEMENTS
PDFSTOOLS
APIS
ANIMATIONS
COMMENTS
DATA
PLATFORMS
PRINT MATERIALSLIDE DECKS
PLUGINS
TWEETS
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
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.
TOOLS FOR QUALITY CONTENT STRATEGY
Leverage Mural.ly for planning content across your team - http://www.mural.ly I also love it for Affinity Diagramming when building personas.
Build out story boards for Creative people to follow when creating your content -http://www.storyboardthat.com
Build WYSIWYG wireframes to communicate your ideas visually - http://www.balsamiq.com
• Gliffy also great for wireframes as well as process documentation for outlining content governance and workflow. http://www.gliffy.com
• http://www.asana.com - I used to be a big fan of Trello, but Asana is much better for project management.
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
WAYS TO FIND THINGS PEOPLE CARE ABOUT
Use Screaming Frog with URL Profiler for quickly collection of metrics for content audits. http://www.screamingfrog.co.uk/seo-spider and http://www.urlprofiler.com
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.
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
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.
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.
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
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
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.
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.
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.
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.
• Everything you ever wanted to know about personas is in this post http://moz.com/blog/personas-understanding-the-
person-behind-the-visit
– EVERYONE
“That sounds like it takes too long, is there
a quicker way to do it?”
– ME, AGAIN
“My bad.”
– STILL ME
“Here’s the fastest way I know how.”
STEP ONE
STEP TWO – USE THE PERSON API TO APPEND DATA TO THE LIST
UPLOAD YOUR TWITTER FOLLOWERS FOR ANALYSIS
DEMOGRAPHICSPRO GENERATES A 20+ PAGE REPORT ON YOUR TWITTER LIST
• The Audience Insights tool is incredibly robust and offers a ton of insights on Facebook users based on implicit and
explicit data collected on them. https://www.facebook.com/ads/audience_insights/
WITH 1.2 BILLION PEOPLE ON FACEBOOK, IT’S A DAMN GOOD RESEARCH PANEL
AUDIENCE INSIGHTS LETS YOU SEGMENT ON DEMOGRAPHICS & PSYCHOGRAPHICS
FACEBOOK’S TOOL CONNECTS TO ACXIOM’S DATA FOR MORE CONTEXT
http://media.cmgdigital.com/shared/news/documents/2014/02/03/see_p_240_PersonicX_Binder.pdf
IF YOU’VE GOT DEMOGRAPHICS & INTEREST REPORTS ENABLED, USE THEM.
PULL THE DATA TOGETHER INTO USER STORIES
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.
USER JOURNEYS ARE BUILT BY AN ITERATIVE ETHNOGRAPHIC RESEARCH PROCESS
YOU CAN USE ANY JOURNEY MODEL THAT YOU’D LIKE
MARKETERS ARE STILL LEARNING HOW TO ALIGN CONTENT WITH THE JOURNEY
THEY THINK THIS IS SOMETHING THAT IS FAR OFF FROM NOW
GOOGLE ANALYTICS’ CONTENT GROUPINGS FEATURE SUPPORTS JOURNEY MAPS
Read this: http://ipullrank.com/how-to-measure-the-user-journey-with-content-groupings-wordpress-gtm/
@JOANNALORD WROTE A GREAT POST ON THIS
Read this: http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
KEYWORD RESEARCH & SOCIAL LISTENING WILL DIRECTLY SUPPORT THIS
HOW DOES YOUR CONTENT ALIGN WITH THESE STAGES?
A journey can be as granular as you want it to be, but keeping it basic is best because you’ll have to map and manage content for each phase. Specifically what content goes
with which phase?
HERE’S THE OUTPUT OF THE DATA THAT WE COLLECT AND TURN INTO A JOURNEY
User desires travel, but
doesn’t quite know where
to go.
User is looking to
book a complete itinerary
User is planning out everything
they need to do for the
trip.
User is traveling
from their home to their
custom itinerary trip.
User has arrived at the destination.
User is enjoying their
trip.
User is heading home.
User has had an issue
during their trip.
User wants to share their
trip with friends and
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 it?
What do I
need to get
ready for this
trip?
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
home?
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
Take the holes out of your user journey and get more conversions
• POPULATION
YOU DON’T ALWAYS NEED TO LOOK AT THE ENTIRE SITE QUALITATIVELY
A LOT OF CONTENT STRATEGISTS USE THIS, BUT IT’S NOT THE BEST WAY TO DO IT
Total number of pages/pieces
Sample size
<5,000 Review all
10,000 5,000
25,000 7,000
50,000 8,000
100,000 9,000
>1,000,000 10,000–16,000
• Use a Sample Size Calculator And Evenly Distribute the Number of Pages
Reviewed Throughout the Different Sections of the Site
https://www.checkmarket.com/market-research-resources/sample-size-
calculator/
THIS IS THE EASY PART AND SELF-EXPLANATORY
QUANTITATIVE METRICS
PAGE VALUE TWEETS
CONVERSIONS LIKES
CONVERSION RATE +1s
TRAFFIC PINS
ORGANIC SEARCH TRAFFIC TIME ON SITE
SOCIAL MEDIA TRAFFIC BOUNCE RATE
READABILITY SCORE WORD COUNT
SENTENCE COUNT READING TIME
# IMAGES # VIDEOS
MAJESTIC LINKS AHREFS LINKS
MOZSCAPE LINKS PAGESPEED
MOBILE-FRIENDLINESS TITLE
TITLE LENGTH META DESCRIPTION
META DESCRIPTIONG LENGTH URL
CONTENT ID CONTENT FORMAT
RESPONSE CODE LINKEDIN SHARES
THIS IS THE TIME CONSUMING PART
QUALITATIVE METRICS
SECTION CATEGORY
WHAT IS IT? REDUNDANCY
TIMELINESS VOICE AND TONE ADHERENCE
QUALITY ACTIONABILITY
LINKWORTHINESS SHAREWORTHINESS
CONVERSION NOTES SUGGESTIONS
TARGET PERSONA NEED STATE
‣ “What section of the site does this content
fall into?
‣ What category does this content fall into?
‣ Briefly, what is this content?”
“Is this Content Duplicate or Otherwise Redundant?”
“Is this Content Outdated?”
‣ “Does this content align with the brand
style guide?”
‣ “On a Scale of 1 – 3, How Good is this
Content? ”
‣ “On a Scale of 1 – 3, How Likely is it for a
User to Complete a Business Goal?”
‣ “Is this Content Link worthy?
‣ Is this Content Share worthy?”
‣ “What are the barriers to conversion for
this page? ”
‣ “What should we do with this content?”
‣ “Am I doing a sample-based audit or a full
site audit?”
LET ‘ER RIP.
IMPORT THE HTML URLS INTO URL PROFILER
YOU’LL GET A TON OF DATA. ONLY KEEP WHAT YOU NEED
MAKE THE DATA LITTLE LESS DAUNTING
YOU SHOULD PROBABLY LOOK AT THE COMPUTER, UNLIKE THIS LADY
MAKE A SHEET WITH THE QUANT AND QUAL DATA AND FIGURE OUT THE TRENDS
THE BEST INSIGHTS COME FROM CROSS-TABULATION
Is your lowest yielding page hard to read?
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
$350.00
$400.00
Fairly Easy Difficult Easy Standard FairlyDifficult
VeryConfusing
Page Value by Reading Difficulty
Total
– @iPullRank
“Keep doing pivots until your data tells a
compelling story.”
SOME CROSS-TABS TO GET YOU STARTED
COMPETITIVE AUDIT METRICS
PAGE VALUE VS. FORMAT PAGE VALUE VS SOCIAL SHARES
# IMAGES VS READABILITY SCORE WORD COUNT VS TIME ON PAGE
# VIDEOS VS TIME ON PAGE TIME ON PAGE VS READING TIME
TIME ON PAGE VS SOCIAL SHARES PAGE VALUE VS PAGE SPEED
LINKS VS QUALITY FORMAT VS LINKS
SECTION VS ACTIONABILITY RESPONSE CODE VS LINKS
REDUNDANCY VS. SECTION LINKS VS. DIRECTORY
# VIDEOS VS WORD COUNT PERSONA VS. CONVERSION RATE
GET YOU SOME MIKE KING TO GO – http://bit.ly/ipr-template
“Now if you don’t want to do any of that…”
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
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’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
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
Use keyword research tools to vet content ideas, they are a direct look into the psyche of the population. http://www.keywordtool.io http://ubersuggest.org/ http://www.google.com/trends
https://adwords.google.com/ko/KeywordPlanner/Home
Can’t come up with an idea? Use Yutongo to crowdsource it http://ideation.yutongo.com/
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
THERE’S WAY TOO MUCH DATA OUT THERE TO BE DOING AWFUL CONTENT
Get custom data right from your audience with SurveyMonkey Audience http://www.surveymonkey.com/audience
Do the same with Google Consumer Surveys: http://www.google.com/insights/consumersurveys/
http://www.google.com/publicdata/directory
Marketing Charts is an interesting site with hundreds of random data points about random things related to marketing http://www.marketingcharts.com/
Google’s Consumer Barometer provides data on buying habits around specific product types and what devices they use to buy them. http://consumerbarometer.com
ZanRan is a search engine for data & stats http://www.zanran.com/
Data source aggregator http://www.datamarket.com
Question based Data Search Engine http://getthedata.org/
News-driven data http://www.data360.org
GREAT RESOURCES TO GET YOUR CONTENT MADE FOR YOU
Get creatives to compete for your business http://www.99designs.com
Identify Creatives in your area to hire based on the pre-existing work. http://www.dribbble.com
Organize high quality writers into a content calendar, manage their pitches and their submissions with workflow management tools http://www.contently.com
Organize high quality writers into a content calendar, manage content with this content network and workflow management tools. http://www.skyword.com
Great custom content created or license content from other sources with http://www.newscred.com
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
Check if the article submissions are original or not http://www.plagtracker.com
Check the grammar of article submissions at scale http://www.grammar.ly
YOU CAN DO IT ALL BY YOURSELF
http://infogr.am
http://www.google.com/drive/apps.html#fusiontables
Make charts and infographics from google docs http://www.icharts.com
Interactive timelines with http://www.dipity.com
Create interactive books with http://www.storybird.com
Having trouble color coordinating? Kuler can help. http://kuler.adobe.com
Google Font API and Adobe Typekit had a baby. http://edgewebfonts.adobe.com
If the idea of designing something sounds daunting to you check out https://hackdesign.org/ for a free course
HOW TO GET WHAT YOU EXPECTED OUT OF ART SCHOOL KIDS
Every time you say you just want a “clean design” Don Draper takes a shot
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
Audience
Wireframe
Data Look & Feel
CopyStory / Background
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.
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.
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
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.
JUST BECAUSE YOU BUILT IT DOESN’T MEAN THEY WILL COME
Add a downloadable asset to content that already performs. http://backlinko.com/increase-conversions
Give your users the option to promote your content in order to get your content.
Use these equations to calculate the amount of prospects and the amount of outreach required to build links to your content.
Triberr (and sites like it) allow for micro-communities of bloggers and social influencers to agree to share each other’s content. http://www.triberr.com
Forget what Google thinks …
Use these equations to calculate the amount of prospects and the amount of outreach required to build links to your content.
Use these equations to calculate the amount of prospects and the amount of outreach required to build links to your content.
Use these equations to calculate the amount of prospects and the amount of outreach required to build links to your content.
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.
Use this equation to calculate the number of downloads and visitors a given piece of content should generate.
Use this formula to calculate the number of conversions you can expect per dollar spent.
Use these equations to calculate the amount of prospects and the amount of outreach required to build links to your content.
I offer digital marketing and training services. I can help your team put what I just talked about into action
CONSULTING
TRAINING
I have a lot of experience building things for brands of all sizes and making them perform. Let’s talk!
Through optimization efforts and channel-specific strategies I help brands generate qualified traffic from Organic Search and Social Media.
There is no good Content Marketing without Content Strategy. I help brands understand their audiences and develop processes for content creation and maintenance.
Brands want to get their messages in front of as many eyeballs as possible right now. I develop and execute plans to get the most value out of digital advertising.
Marketing on the web requires speed and technology. I help brands build tailored experiences that get meet their business goals.
Earned Media Making What People Want Paid Media Amplification Building Websites
I specialize in building websites and content that generate more money through Owned, Earned and Paid media channels.
That’s all I’ve got!
DOWNLOAD: HTTP://BIT.LY/SCALING-QUALITY13
