Getting Buy-In for Content Marketing (MozCon Remix)

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    11-Aug-2014
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Transcript of Getting Buy-In for Content Marketing (MozCon Remix)

  • GETTING BUY-IN FOR CONTENT MARKETING A MozCon Remix by @iPullRank
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  • .
  • . @ipullrank
  • . How is your socalled content gonna make us money?
  • .
  • . YOUR TEAM OR CLIENTS MAY DRIVE YOU TO DRINK
  • AND YOU MIGHT FALL FLAT ON YOUR FACE
  • How can I get them to buy this content marketing stuff?
  • YOU NEED A COMPELLING DATA-DRIVEN PITCH
  • SELL YOUR VISION
  • . BUT ALWAYS BE READY TO DO THIS
  • . CONTENT IS THE GLUE TO EFFECTIVE MARKETING YOU MUST TAKE A STAND
  • ACTONE RESEARCH Doing research that sticks
  • CONTENT MARKETING PROCESS @ipullrank This closely mirrors the New SEO Process http://www.seomoz.org/blog/the-new-seo-process-quit-being-kanye
  • OPPORTUNITY DISCOVERY LAND OF OPPORTUNITY Opportunity Discovery is the process of understanding the clients space in context of the business goals to tailor the content strategy directly to what they need to accomplish. @ipullrank
  • BUSINESS GOALS ARE PARAMOUNT Understanding and integration of the business objectives throughout the entire process is incredibly important to obtaining buy-in and measuring success. If youre not speaking in terms of conversion, you will not be speaking much longer. @ipullrank
  • MARKET RESEARCH Every content creator and SEO should have at least a working knowledge of the space, the company and the audience. At iAcquire weve invested heavily in the market research capability and we create client one sheets and influencer reports with objectives, personas, customer insights, market insights, hot topics, key influencers and resources @ipullrank
  • PERSONAS PERSONA A PERSONA B PERSONA C PERSONA D DEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS LIFESTYLES LIFESTYLES LIFESTYLES LIFESTYLES USER STORY USER STORY USER STORY USER STORY USER NEEDS USER NEEDS USER NEEDS USER NEEDS Develop four hypothetical representations of people that exist within the online conversation as related to business goals, give them stories and attributes to which content will be created. The key is to keep it as relevant and actionable to the content you will be creating as possible @ipullrank
  • QUASI-AD HOC PERSONAS I outlined a process in my Understanding Your Audience Using Social Media Mozinar about how to use Keyword Research, Social Media and Discussion Search to develop ad hoc personas. http://www.seomoz.org/webinars/understanding-your-audience-using-socialmedia @ipullrank
  • THE PROBLEM WITH AD HOC PERSONAS While this approach can be very effective stakeholders may potentially challenge it because its not empirical. However neither is the old method of handing out post-its to stakeholders @ipullrank
  • A major virtue of personas is the establishment of empathy and BUT ALWAYS understanding the individual who uses BE READY TO the product -Donald A. Norman, Nielsen Norman Group DO THIS
  • DATA DRIVEN PERSONAS At iAcquire we have a data-driven approach starting from Nielsens PRIZM segments, layering data from Experian Simmons and finally using Social Inventories from Facebook, LinkedIn, YouTube and DoubleClick to develop empirical and social media-relevant personas. @ipullrank
  • INTRODUCING NIELSEN PRIZM Nielsens PRIZM segments all of the US into 66 predetermined types or codes Download this PDF: http://ocair.org/files/KnowledgeBase/HowTo/PRIZM_Code.pdf @ipullrank
  • EXPERIAN SIMMONS AIO CLUSTERS MOSAIC TYPE BY URL MOSAIC TYPE BY ONLINE ACTIVITY Simmons Mosaic Types: http://www.tetrad.com/pub/documents/agsmosaiclist.pdf @ipullrank
  • OUTSIDE THE US USE COMSCORE Check it Out: http://www.comscore.com/Products/Audience_Analytics @ipullrank
  • GOOGLE HAS AFFINITY SEGMENTS BUILT IN PERSONAS DATA IN GOOGLE ANALYTICS CREATE CUSTOM SEGMENTS Google Affinity Segments: http://www.google.com/think/products/affinity-segments.html @ipullrank
  • GOOGLE CONSUMER SURVEYS Get very targeted Consumer Data: http://www.google.com/insights/consumersurveys/home @ipullrank
  • GOOGLE CONSUMER SURVEYS STEP BY STEP DEFINE THE SURVEY TYPE WRITE QUESTIONS SPECIFY AUDIENCE GET DATA Guides to Writing Surveys: http://help.surveymonkey.com/categories/creating-designing-surveys/designtutorials-troubleshooting/create-design-tutorials @ipullrank
  • HERES A PERSONA WORKSHEET Download the Persona Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Persona-Worksheet.xlsx @ipullrank
  • SHORTCUT VERSION OF ALL THIS Pull 10,000 of your Twitter followers from SimplyMeasured and create a WordCloud of their profiles to quickly understand what topics the audience is interested in: http://www.simplymeasured.com http://www.tagcrowd.com @ipullrank
  • REAL-TIME KEYWORD RESEARCH ON TWITTER Use Bottlenose: http://www.bottlenose.com @ipullrank
  • CONSUMER DECISION JOURNEY When planning out a content marketing campaign use the consumer decision journey to determine what need state your content will specifically speak to. @ipullrank
  • MAPPING KEYWORD RESEARCH [flowers] [when do roses bloom] [what flowers for a first date] [buying chrysanthemums] [flower a month club] As usual finding the right keywords is important. Mapping them to content, need states and KPIs is paramount to proving the success of a campaign @ipullrank
  • PERFORM PERSONA-BASED KEYWORD RESEARCH Read the Post: http://ipullrank.com/the-persona-driven-keyword-research-process/ @ipullrank
  • TYING CONTENT MARKETING TO THE FUNNEL Map the content type directly to the customer decision journey to determine where in the funnel that this content will reach the user @ipullrank
  • MEASUREMENT PLANNING You will need determine realistic and specific KPIs with regard to where the content is in the funnel and develop reporting that speaks to directly to that value. @ipullrank
  • BUT WHAT ARE OUR COMPETITORS DOING? .
  • FACEBOOK RECOMMENDATIONS PLUGIN DEMO EXTEND THE BOX TO 1000 PIXELS TO VIEW 20 PIECES OF POPULAR CONTENT Get a snapshot of a sites popular content: http://developers.facebook.com/docs/reference/plugins/recommendations/ @ipullrank
  • SOCIAL CRAWLYTICS SOCIAL CRAWLYTICS GIVES AWESOME GRAPHS OF SHARES BY NETWORK Use Social Crawlytics to find out what the best performing content for competitors http://www.socialcrawlytics.com @ipullrank
  • SOCIAL CRAWLYTICS GIVES SHARE COUNTS BY URL @ipullrank
  • ADD ALL OF THIS TO YOUR QUANTITATIVE CONTENT AUDIT The Content Audit is a great way to understand what is performing already so you can make the case to make more of it. Pull in Traffic, Social Shares, Time On Site and Conversions. @ipullrank
  • DONT GO SHOWING ALL THAT DATA JUST YET!
  • ACT TWO GETTING BUY-IN Build a list of people that want the content
  • WHATS THE BIG IDEA? The big idea should thematically govern the content strategy and keep content from being an isolated incident by tying everything to an initiative that fits into the overarching marketing mix and gives creative life @ipullrank
  • THE 7 STORY ARCHETYPES Content Marketing is about t