scaling quality: how to make remarkable content at scale for marketing sucess
TRANSCRIPT
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@iPullRank
Scaling QualityHow to make remarkable content at scale for marketing success
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@iPullRank
download this deckhttp://iacq.co/scaling-quality
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iacquire.com @iPullRank@iPullRank
So Everybody’s talking about content…
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iacquire.com @iPullRank@iPullRankOur audience-focused SEO and Social process leverages data partnerships with Nielsen and Experian in context with Social PPC inventories to build audience and buyer personas that ultimately drive the rest of our solutions.
…And expects this…
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iacquire.com @iPullRank@iPullRank
…And lots of this…
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iacquire.com @iPullRank@iPullRank
…Really users react like this…
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iacquire.com @iPullRank@iPullRankMost content is not made with a given audience in mind and it falls flat because no one cares.
…and this…
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iacquire.com @iPullRank@iPullRank
…and this
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iacquire.com @iPullRank
Because your content looks like this…Ugh. Make it stop.
WTF
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@iPullRankiacquire.com
Seriously In 2013 there is no0000000 excuse for bad contentThere are far too many cost-effective resources out there to settle for bad content
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iacquire.com @iPullRank11
there’s more data than ever……on how users think and what they are interested in. Why are we still making so much stuff that no one cares about?
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iacquire.com @iPullRank12
One of seo’s issues is this…
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.”
VS
@halvorson
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iacquire.com @iPullRank@iPullRank
Content strategy Is the answer
Content Strategy is understanding the who, what, when, why and how of content. Following this process we will build content with an inherent audience, workflow and governance.
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@iPullRankiacquire.com 14
Diversify content types
PRESSPRESS
BLOGSBLOGSVIDEOVIDEO
UGCUGC
COMICSCOMICS
PRODUCTSPRODUCTS
PHYSICAL SPACEPHYSICAL SPACE
ADSADS
PHOTOSPHOTOS
INFOGRAPHICSINFOGRAPHICS
SERVICESSERVICES
EVENTSEVENTS
UI ELEMENTSUI ELEMENTS
PDFSPDFSTOOLSTOOLS
APISAPIS
ANIMATIONSANIMATIONS
COMMENTSCOMMENTS
DATADATA
PLATFORMSPLATFORMS
PRINT MATERIALPRINT MATERIALSLIDE DECKSSLIDE DECKS
PLUGINSPLUGINS
TWEETSTWEETS
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@iPullRankiacquire.com 15
Focus on the roi
See my mozcon See my mozcon Deck: Deck:
http://iacq.co/YHXlZahttp://iacq.co/YHXlZa
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Iacquire.com@iacquir
e
Map content to kpis
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 how Social has affected the business goals.
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@iPullRank
Content planningTools for a quality strategy
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iacquire.com @iPullRank@iPullRankhttp://www.storyboardthat.com
Storyboard that
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iacquire.com @iPullRank@iPullRankTrello is a free project management software that is perfect for content planning and execution http://www.trello.com
trello
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iacquire.com @iPullRank@iPullRankUse 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
Great content has great structure
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@iPullRank
Finding Good ideasWays to find things people care about
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iacquire.com @iPullRank@iPullRank
build personas
At iAcquire our audience-focused SEO and Social process leverages data partnerships with Nielsen and Experian in context with Social PPC inventories to build audience and buyer personas that ultimately drive the rest of our solutions.
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iacquire.com @iPullRank@iPullRank
followerwonk
iacquire.com @iPullRankUse 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
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iacquire.com @iPullRank@iPullRank
Simplymeasured + tagcrowd
iacquire.com @iPullRankUsing 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
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iacquire.com @iPullRank@iPullRank
Social trends
iacquire.com @iPullRankBottlenose’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
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iacquire.com @iPullRank@iPullRankPose and/or identify questions using Question & Answer forum Quora to determine how popular an idea will before putting the effort into creating something.
quora
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iacquire.com @iPullRank@iPullRankUse keyword research tools to vet content ideas, they are a direct look into the psyche of the population. http://ubersuggest.org/ http://www.google.com/trends https://adwords.google.com/o/KeywordTool
Keyword research
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iacquire.com @iPullRank@iPullRankCan’t come up with an idea? Use Yutongo to crowdsource it http://ideation.yutongo.com/
Crowdsource ideas
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@iPullRank
Data collection sources
There’s way too much data out there…
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iacquire.com @iPullRank@iPullRank
Surveymonkey Audience
iacquire.com @iPullRankGet custom data right from your audience with SurveyMonkey Audience http://www.surveymonkey.com/audience
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iacquire.com @iPullRank@iPullRank
Google consumer surveys
iacquire.com @iPullRankDo the same with Google Consumer Surveys: http://www.google.com/insights/consumersurveys/
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iacquire.com @iPullRank@iPullRank
World government data
iacquire.com @iPullRankhttp://www.guardian.co.uk/world-government-data
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iacquire.com @iPullRank@iPullRank
Google Public Data
iacquire.com @iPullRankhttp://www.google.com/publicdata/directory
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iacquire.com @iPullRank@iPullRank
Marketing charts
iacquire.com @iPullRankMarketing Charts is an interesting site with hundreds of random data points about random things related to marketing http://www.marketingcharts.com/
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iacquire.com @iPullRank@iPullRank
Consumer Barometer
iacquire.com @iPullRankConsumer Barometer is a microsite by Google that features data on consume buying behaviors http://www.consumerbarometer.com/
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iacquire.com @iPullRank@iPullRank
Zanran
iacquire.com @iPullRankZanRan is a search engine for data & stats http://www.zanran.com/
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@iPullRank
Quality outsourcing
Great resources to get your content made for you
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iacquire.com @iPullRank40
99designs
iacquire.com Get creatives to compete for your business http://www.99designs.com
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iacquire.com @iPullRank41
dribbble
iacquire.com Identify Creatives in your area to hire based on the pre-existing work. http://www.dribbble.com
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iacquire.com @iPullRank42
Contently
iacquire.comOrganize high quality writers into a content calendar, manage their pitches and their submissions. http://www.contently.com
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iacquire.com @iPullRank43
PlagTracker
iacquire.com Check if the article submissions are original or not http://www.plagtracker.com
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iacquire.com @iPullRank44
grammarly
iacquire.com Check the grammar of article submissions at scale http://www.grammar.ly
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iacquire.com @iPullRank45
Example outsource workflow
iacquire.com
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@iPullRank
Tools for quality content
You can do it yourself
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@iPullRankiacquire.com
Can you write?
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@iPullRankiacquire.com
Can you make a Can you make a spreadsheet? spreadsheet?
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@iPullRankiacquire.com
Can you upload pictures?
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@iPullRankiacquire.com
Then you can make great content yourself
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iacquire.com @iPullRank52
piktochart
iacquire.comhttp://www.piktochart.com
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iacquire.com @iPullRank53
Google fusion tables
iacquire.comhttp://www.google.com/drive/apps.html#fusiontables
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iacquire.com @iPullRank
iChartsMake charts and infographcis from google docshttp://www.icharts.com
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iacquire.com @iPullRank56
pressbooks
iacquire.comhttp://www.pressbooks.com
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iacquire.com @iPullRank59
Adobe edgefonts
iacquire.comhttps://edgewebfonts.adobe.com/
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iacquire.com @iPullRank60
Example in-house workflow
iacquire.com
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@iPullRank
Let’s do an exampleWe’re going interactive now!
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iacquire.com @iPullRank62
Crowd participation section
iacquire.com
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@iPullRank
Making a scroller in 5 minutes
Being creative is actually not that hard at all
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iacquire.com @iPullRank64
You should learn to codeThere’s plenty of resources out there to learn HTML, CSS and JavaScript at the minimum. Learning minimal code opens up possibilities to make anything you want. Here’s an example…
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iacquire.com @iPullRank65
Make/procure an image
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iacquire.com @iPullRank66
Save as .svg
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iacquire.com @iPullRank67
Use the link setting
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iacquire.com @iPullRank68
Put skrollr in your html
Download Skrollr: https://github.com/Prinzhorn/skrollr
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iacquire.com @iPullRank69
Open your .svg file
Vector coordinatesIn this file Adobe Illustrator has generated the path coordinates needed for the path-based scroller we are building.
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iacquire.com @iPullRank70
Add the css to path tagscss style attributeThis style attribute was predefined in the example code. I’m using it here to show easy it is to make something cool.
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iacquire.com @iPullRank71
You now have a path drawing scroller
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@iPullRank
Wrapping upA word from my sponsor
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iacquire.com @iPullRank73
we do all of this at iacquireI direct Marketing and Digital Strategy at iAcquire. Content Strategy and building quality content at scale is what we do.
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iacquire.com 74
@iPullRank
Coming soonClearVoice is a new product from iAcquire for connecting high quality content creators and a publishers at scale. Your one stop for amazing content. http://www.clearvoice.com to find out more.
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iacquire.com @iPullRank@iPullRank
I’m out!
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@iPullRank
wwww.iacquire.com
Thank you / Q&A