Post on 10-Jan-2017
#pubcon
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Who is Dave Rohrer?• Once was a web developer.• Spent ~10 years in-house and ~6 years
at agencies• I have worked on Internet Retailer 500
and Fortune 100 accounts• I have helped many startups and
businesses get started with SEO and PPC• Every company I have worked for has
been bought or spun off (yes really).• That is a photo of my boss – he is ~3.5
now.• Currently own and run a Chicago based
digital agency
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Find Me OnlineWebsites:•Agency Site: http://www.northsidemetrics.com
Social:•LinkedIn: https://www.linkedin.com/in/daverohrer•Personal Twitter: @daver•Agency Twitter: @ns_metrics
Send all complaints to:• “me” at @simonheseltine or @seanmcginnis
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Quick Quiz• How many of you have $200 million content budget? 100m? 50m?
How about 2m? 200k?• How did you get to this session? Talked to Dave/Matt? Saw a tweet? I
added it to my planner before the show. Wait, there is no free beer or kittens to pet here?
• How many create content just for social channels? Instagram? Snapchat? Twitter? YouTube? Facebook? Email? Others?
• How many create content to promote content? i.e. Market your Content Marketing?
• What department: External Agency? Marketing? PR? SEO? Social? Other?
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Content Marketing 2016: Trends and Hot Topics Agenda
• Really Short History Lesson
• Content Expectations• Influencer Marketing• Companies Crushing It!
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History like… the Cubs Winning WS
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Earliest Example of Content Marketing?
In 1895, John Deere launched the magazine The Furrow, providing information to farmers on how to become more profitable. The magazine, considered the first custom publication, is still in circulation, reaching 1.5 million readers in 40 countries in 12 different languages.
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Which Somehow Became This:
via http://linkbaitgenerator.com/
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Which Somehow Became This:
Source: https://www.flickr.com/photos/seanrnicholson/6450168613/
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Which Somehow Became This:
Content Marketing by http://avalaunchmedia.com/infographics/social-meowdia-explained-redux/
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And Now We Are Here
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K.I.S.S. • Target An Audience, Not Everyone• Stay on Brand, Your Brand• Stay on Budget, Realistic Budget• Stay on Time & Timely• Stay Within Your Abilities• Keep Improving
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The Link Baiting Playbook: Hooks Revisited
• Link: http://www.stuntdubl.com/2007/01/12/linkbaiting-hooks/
• Thanks @stuntdubl
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The Content Reusage Workflow• Link:
http://www.aleydasolis.com/en/content/content-reusage-workflow/
• Thanks @aleyda
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Let’s Go Viral!
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Why Content Fails…
Link: http://buzzsumo.com/blog/50-of-content-gets-8-shares-or-less-why-content-fails-and-how-to-fix-it/
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Content Goals• Big Content - Swinging for the
fences?• Supporting Content - Support
a big hitting piece of content?• Internal Goal Related –
Content done for internal reasons.
• Social Content – Content for specific social channel
• Other – Know the goal before you launch!
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Market Your Content Marketing
Source: http://www.latimes.com/entertainment/envelope/cotown/la-et-ct-angry-birds-sony-20160517-snap-story.html
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Market Your Content MarketingWriter
Research
Developer or Designer
Outreach
Ads Email Blast
Total $
Total Hours
Production
$250 $250 $500 $0 $0 $0 $1000 40
Promotion
$0 $0 $0 $0 $0 $0 $0 1
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Market Your Content Marketing Pt 2.
Writer
Research
Developer or Designer
Outreach
Ads Email Blast
Total $
Total Hours
Production
$250 $250 $500 $0 $0 $0 $1000 40
Promotion
$0 $0 $0 $0 $50 $0 $50 2.5
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Measuring Content• Set Expectations• Set Goals
– Links– Shares– Sales
• Whatever it is, just establish goals and measurements to track your own strikeouts, home runs and overall batting average.
Influencer Marketing
Joe @ https://intellifluence.com/
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Ali Spagnola – Music, Comedy, Awesome Craziness
Subscribers:•Youtube: 50k•Vine: 620k•Instagram: 49k•Facebook: 54k•Twitter: 2.98M•Snapchat: Many
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Snapchat
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Vine
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Interview• I tried to get her for an interview and failed.• Feel free to ping her on Twitter and say:
– Hey @alispagnola you should really do that interview with @daver of @ns_metrics #please #doitforashton
• Consolation Prize: A great video on how she uses all the platforms is at https://www.youtube.com/watch?v=HI9-rBVH6yI
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Go Small to Go Big• Think of Ali as a brand, and each video or piece of
content as content marketing• How and what does she do to promote each piece of
content?• Where does she promote it?• She likely does ZERO paid promotion, or maybe very
little.• Reuse your piece of content EVERYWHERE
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Justin Wu aka Hackapreneur• https://twitter.com/
hackapreneur• https://
www.instagram.com/hackapreneur/
• https://www.youtube.com/channel/UCdFJ4OSwwJo9DeeajP1cAKQ
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Companies….Crushing It
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Deschutes Brewery• Site: https://www.deschutesbrewery.com/• Blog: https://www.deschutesbrewery.com/blog/• Instagram: https://www.instagram.com/DeschutesBeer/• YouTube:
https://www.youtube.com/user/deschutesbrewery• Twitter: https://twitter.com/DeschutesBeer
Photo from https://www.deschutesbrewery.com/ipa-for-days/
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Deschutes Brewery – Tapping into Events
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Deschutes Brewery – Tapping into Events
Charity + Event = Content + $400k to CharityHere’s a look at how that $400K assisted the nonprofits we partnered with in each city:•Bend, OR (soft launch) : $7,500 donation to the Boys and Girls Clubs of Bend to help fund the local Girls on the Run Program•Philadelphia, PA: $38,000 donation to the Vetri Community Partnership to cover costs for preparing healthy meals in public schools all over the Philly area•Cleveland, OH: $47,000 donation to the Western Reserve Land Conservancy to reforest Cleveland by planting over 100 community cornerstone trees.•Chicago, IL: $69,762 to Alliance for the Great Lakes to provide 45 new classes giving students hands-on experience in restoration activities in the region•Minneapolis, MN: $79,700 to Second Harvest Heartland to provide nearly a quarter million meals for needy families in Minnesota•Denver, CO: $56,000 to Bicycle Colorado, to encourage and promote bicycling safety & education, improve road conditions and provide a voice for bicyclists in Colorado.•Sacramento, CA: $99,741 to Runnin’ for Rhett to fund nearly 4000 children to participate in after school youth fitness programs.
Link: https://www.deschutesbrewery.com/street-pub-success/Vine: https://twitter.com/DeschutesBeer/status/779469180894531585
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Deschutes Brewery – Tapping into Video
Video + VR + Local = WinWatch with Oculus Rift, HTC Vive, Google Cardboard or just watch the videos as is.
Story: http://www.wearebrewstuds.com/stories/news/deschutes-brings-craft-beer-labels-life-virtual-reality/
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Local Charities• Recent event:
http://www.fox10phoenix.com/news/arizona-news/209444532-story
• Huffpo: http://www.huffingtonpost.com/2015/01/05/12-ordinary-people-who-can-inspire-us_n_6348652.html
• Site: http://www.rekindle.org• Facebook:
https://www.facebook.com/reKindleProject• Instagram:
https://www.instagram.com/rekindlekindness/
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Ideas for You• Throw an event – big or small• Give to charity, work with local groups, look in your community• Interesting story is http://www.cnbc.com/2016/09/13/the-profit-flex-
watches.html• Do team members work/help any charities already, can you support
them?• Create content around your community, promote them first, and then
you.• What does your company do offline? Leverage it!• Speak to your base and base+• Go offline, it is OK!
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Don’t believe me? Thanks Matt & Crowdsigns
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Offline Content Marketing #salonG1140
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Beard OFF!
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Quick Review• Set expectations• Set goals to manage expectations• Set metrics for those goals• Get your supporting content and channels
ready• Now get out there and market your content
with bunts, walks, little swings and big swings!
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More Examples
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Simple Infographic
Link: http://www.cnn.com/2016/09/20/health/fast-food-antibiotics-meat/
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Spa Subway
Link: https://improveverywhere.com/2014/08/05/the-subway-spa/
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Data: Find it & Use it
Link:
• Data is the future - https://public.tableau.com/s/blog/2016/02/10-data-journalists-follow-tableau-public
• Map it, be useful https://drinkin.beer/beerfinder/• https://www.facebook.com/BusinessInsider.Politics/videos/1008662935876705/
love this visual (also, it is scary)• Map, related to what they sell, and oh… its awesome
https://www.kounta.com/coffee/ - really love this example• Simple use of data http://www.myhousekit.com/chicagotribune.com/wlist/tw-
191+sw-210+input-IL • Another fave - https://github.com/arielf/weight-loss
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Simple Video Q&A Using Autocomplete
Link: http://www.wired.com/2016/04/ice-cube-google-autocomplete-interview/
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Local Microsite
Link: http://arrestedatcoachella.com/q-and-a/
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chiefmartec is Great at These
Link: http://chiefmartec.com/2016/10/odds-marketing-stack-bigger-think/
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Interactive Stories @ Large Publishers
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Comic, Video, Infographic & More
Link: https://themighty.com/2016/05/rebecca-burgess-comic-redesigns-the-autism-spectrum/
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Local, Video, Interactive, Infographic
Link: https://www.gotahoenorth.com/things/north-lake-tahoe-ale-trail/
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Look at Art & History
Link: https://brightside.me/creativity-photography/auto-mechanics-pay-homage-to-the-legendary-artworks-of-renaissance-painters-114455/