workshop: content marketing on a shoestring budget - 3xe digital

digitalmarketinginstitute.com 1@gaskinc #3xedigital

Digital Marketing Institute

Content Marketing on a Shoestring BudgetCaoimhe GaskinSenior Digital Content Marketer

@gaskinc


The Myths 1. Not Enough Time?

2. Not Enough Money?

3. Not a Graphic Designer?

4. Not a Videographer?

5. Your Turn!


Myth #1: Not Enough Time


Myth #1 Not Enough TimeMarketing Automation - software that exists with the goal of automating repetitive marketing tasks such as emails and social media.

Does the heavy-lifting and frees you up to for important (and fun!) things like content creation & engaging authentically with your audience.

Why automate? Save Time & Add Value

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CG1 Sensitive events - radiohead gig in Toronto - stage collapsed - local radio station flagged it but forgot to take down their tweet relating to it.Caoimhe Gaskin, 12/05/2017


Myth #1 Not Enough TimeSocial Media Management Tools: Buffer, Hootsuite & Everypost (Buffer is my personal favourite)

Email Marketing solutions like MailChimp let you automate campaigns & create a targeted email or series of emails that send when triggered by a specific date, event, or contact’s activity.

Content Management System: WordPress or Squarespace. (Squarespace is my favourite). Automate your publishing to queue up posts. Mobile Responsive – Mobile-first indexing.

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Myth #1 Not Enough TimeIMPORTANT: Monitor what’s working & be careful of scheduling potentially sensitive content - stick to non-time-sensitive, content-focused posts.

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Myth #2: Not Enough Money


Myth #2 Not Enough MoneyAnalytics are your friends!

Google Analytics: As long as you do not exceed 10 million hits per month, Google Analytics is free.

Build Buyer Personas – Create a picture of your customers & their buying behaviours. See our free guide.


Myth #2 Not Enough MoneyWhy take the time to build these personas?

If you know who you are talking to you can increase reach & conversions with less spend.

Allows you to understand what channels to use to reach your customers & how to nurture the customer relationship with the right content, at the right time.


Myth #2 Not Enough Money


Myth #2 Not Enough MoneyURI (Universal Resource

Identifier)


Myth #2 Not Enough Money


Myth #2 Not Enough MoneyBounce Rate – anything over 40% is an issue – set a benchmark

How do you know if an average time of page is good? Read the page and time yourself

Sessions vs. unique session – if you’re looking for the number of visitors – use unique sessions.

IMPORTANT: What is the objective of your campaign? What are your KPIs and how are you measuring success?

Work backwards from this!


Professional Diploma in Digital Marketing


Myth #3: Not a Graphic Designer


Myth #3 Not a Graphic DesignerLearn the basics – Canva Design Schools - Fonts, font pairings, Layouts, Colours – the little things make a BIG difference!

Design your own: Pablo, Canva and Piktochart (infographics)

Need Stock Imagery? Try Unsplash (my favourite!), Negative Space, Death to Stock

Creative Commons Licensing – you have the right to share, use, and build upon a work that he/she has created.

CG3 https://designschool.canva.com/Caoimhe Gaskin, 12/05/2017


Myth #3 Not a Graphic DesignerImprove your imagery with simple steps:

Rule of Thirds

Bounce light to take away shadows witha reflector

Make use of natural light – don’t shootInto the light. Overexposure.


Myth #3 Not a Graphic Designer


Myth #4: Not a Videographer


#Myth 4 Not a VideographerMobile Journalism – ‘Mojo’Perfect for social channels – the rise of vertical video – know how to format your video for channels like Snapchat, Facebook & Instagram.

Keep it short! 30 seconds maximum or 1:30.

Average human attention span is now 8 seconds!


#Myth 4 Not a VideographerLearn the basics with Vimeo video school – everything from framing, audio to lighting. https://vimeo.com/blog/category/video-school.

IMPORTANT: A user may tolerate bad picture quality but they won’t tolerate bad audio!


#Myth 4 Not a VideographerRode VideoMic Me Directional Mic for Smart Phones

Great for pieces to camera

http://www.rode.com/microphones/videomicme


#Myth 4 Not a VideographerRode smartLav+ Lavalier Condenser Microphone for Smartphones

Great for Interviews

http://www.rode.com/microphones/smartlav


#Myth 4 Not a VideographerUltimate Mojo list


#Myth 4 Not a VideographerTop Pick? FiLMiC Pro $14.99 [iOS]Android Alternative: Cinema FV-5


Summary

If you’re not putting out relevant content in relevant places - you don’t exist.

Gary Vaynerchuk


Thanks

Caoimhe GaskinSenior Digital Content MarketerDigital Marketing Institute

ResourcesMarketing Automation

• Drip

• Buffer

• Hootsuite

• Everypost

• Mailchimp

• How to Use Marketing Automation for Lead Generation

CMS

• Wordpress

• Squarespace

• Shopify (ecommerce platform)

• Fabrik (portfolio website for designers, artists)

Analytics

• Google Analytics

• Google URL builder

• Beginner’s Guide to Creating Buyer Personas

• Buzzsumo (Check out https://app.buzzsumo.com/research/most-shared to see where your content is being shared)

• CoShedule (Headline Analyzer)

• Wolframalpha (good for fact checking, see example here.)

Resources

Certified Digital Marketing Courses

• View all Digital Marketing Institute Courses

Design

• Canva Design School

• Squarespace

• Pablo

• Piktochart (infographics)

• Rule of thirds

• Pixlr [free online photo editor]

• How to use a reflector in photography

Stock Images ( Creative Commons)

• Unsplash

• Negative Stock

• Death to Stock

Resources

Mobile Journalism

• Glen Mulcahy

• @MojoConIRL

• Vimeo Video School

• Rode Microphones

• Manfrotto (lights & lens for your smartphone)

• Olloclip (lens for your smartphone)

• Photography tips from Apple for iPhone7

• Mojo: from periphery to the mainstream of journalism

Apps

• iOS Mojo App List

• FiLMiC Pro

• Flixel (Create Cinemagraphs)

• Alternatives to Flixel

• 16 apps that will seriously raise your Instagram game

• 14 of the Best Instagram Apps to Take Your Content to the Next Level