making content marketing more efficient - #mozcon 2014 by @staceycav

#MozCon

Stacey (Cavanagh) MacNaught • Tecmark

Scaling Creativity: Making Content Marketing More Efficient

@staceycav • stacey.macnaught@tecmark.co.uk

My first voyage into content marketing for link acquisition…

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…didn’t end so well

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Failure doesn’t feel ok.

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We set about learning the lessons

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And making our processes scalable

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Best way to waste time & money in content marketing?

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Not understanding your audience

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It’s as awkward as that time I showed South Park to my Nan.

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WTF???

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We needed insight into our audience

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Historically, I’d over-relied on keyword data

Remember that whole (not provided) thing?

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(I’m over it, by the way).

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Honest.

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Keyword data might be disappearing but social data’s on the rise.

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And it helps us to produce content consumer personas

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These are often different to buyer personas

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Facebook Graph Search Queries for Content Marketershttp://www.tecmark.co.uk/facebook-graph-search-queries/

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Tribalytics.com

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Writing content audience personas using social data has cut our outreach time by 40%.

The next major challenge we had to overcome?

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Generating ideas

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“Nothing is as dangerous as an idea when it’s the

only one we have.”

-Émile Chartier

Content marketing demands a seemingly endless stream of good ideas.

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We needed an efficient means of ideas generation

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Where do you look for inspiration on efficiency?

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Efficiency at its best. #mozcon @staceycav

Introducing Bernd Rohrbach

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And his 6-3-5 method of brainwriting

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http://blogsession.co.uk/2014/03/635-method-brainwriting/

108 ideas in 30 minutes

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https://docs.google.com/spreadsheets/d/1nON4PlvrF5KUpE7_8T3ZrWiLvcj6lof9wUihwyPkJrs/

You need a worksheet

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6 people

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30 minutes

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Start with a problem statement, brief or goal

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Round 1

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5 minutes. 3 ideas

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Pass your sheet on

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Lather. Rinse. Repeat.

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This took us from…

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Not enough ideas

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All the way to…

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Too many ideas

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(Some people are never happy)

The next challenge: narrowing down

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NUF Testing will help you ditch the weakest

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Ideation Tools

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Simitator.com/generator/twitter

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fivesecondtest.com

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Realtimeboard.com

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Mindnode.com

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coggle.it

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We’ve learnt some valuable asset generation lessons too

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Don’t produce anything….

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Don’t produce anything….yet

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Test everything you can as early as you can

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Headline split testing for Wordpresshttps://wordpress.org/plugins/title-split-testing-for-wordpress/

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fivesecondtest.com

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Imgur.com + Reddit for visuals

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Imgur.com + Reddit for visuals

(H/T @neomammalian)

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Goals first. Format second.

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Bells and whistles aren’t always necessary

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Boring? Ugly?Plain?

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Boring? Ugly?Plain?

Linkworthy.

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100+ inbound linking domains.

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Big brand links

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Links from competitors

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Links from industry press

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Field test your story before investing in making it shiny

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Now I’m happy there’s a story and I’ll invest further.

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Finding contacts

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Presspass.me

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Muckrack.com

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Journalisted.com

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The PR Masterclass

http://www.alexsingleton.com/the-pr-masterclass/

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Think multiscreen

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Especially if you’re promoting on social media

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http://www.futurebristol.co.uk/

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OMG SHARE ME!!!!!!!!!

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80% of Twitter traffic is mobile.

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WTF???

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Takeaways

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Facebook Graph Search is a gift for content marketers.

http://www.tecmark.co.uk/facebook-graph-search-queries/

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6-3-5 brainwriting is an efficient first stage tactic for ideation.

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Let goals lead format. Bells and whistles need only be applied when you’ve proven they’re warranted.

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Don’t just cater to your audience’s interest. Cater to their screens as well.

#MozCon

Stacey (Cavanagh) MacNaught • Tecmark@staceycav • stacey.macnaught@tecmark.co.uk