Making Content Marketing More Efficient - #mozcon 2014 by @staceycav
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Tactica, practical tips for making your content marketing efforts more efficient. #mozcon 2014 presentation by Stacey MacNaught.
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Similaire à Making Content Marketing More Efficient - #mozcon 2014 by @staceycav
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Making Content Marketing More Efficient - #mozcon 2014 by @staceycav
- 1. #MozCon Stacey (Cavanagh) MacNaught • Tecmark Scaling Creativity: Making Content Marketing More Efficient @staceycav • stacey.macnaught@tecmark.co.uk
- 2. My first voyage into content marketing for link acquisition… #mozcon @staceycav
- 3. …didn’t end so well #mozcon @staceycav
- 5. Failure doesn’t feel ok. #mozcon @staceycav
- 6. We set about learning the lessons #mozcon @staceycav
- 7. And making our processes scalable #mozcon @staceycav
- 8. Best way to waste time & money in content marketing? #mozcon @staceycav
- 9. Not understanding your audience #mozcon @staceycav
- 10. It’s as awkward as that time I showed South Park to my Nan. #mozcon @staceycav
- 13. #mozcon @staceycav We needed insight into our audience
- 14. #mozcon @staceycav Historically, I’d over-relied on keyword data
- 15. Remember that whole (not provided) thing? #mozcon @staceycav
- 16. (I’m over it, by the way). #mozcon @staceycav
- 18. Keyword data might be disappearing but social data’s on the rise. #mozcon @staceycav
- 19. And it helps us to produce content consumer personas #mozcon @staceycav
- 20. #mozcon @staceycav These are often different to buyer personas
- 33. #mozcon @staceycav Facebook Graph Search Queries for Content Marketers http://www.tecmark.co.uk/facebook-graph-search-queries/
- 35. #mozcon @staceycav Writing content audience personas using social data has cut our outreach time by 40%.
- 36. The next major challenge we had to overcome? #mozcon @staceycav
- 38. #mozcon @staceycav “Nothing is as dangerous as an idea when it’s the only one we have.” -Émile Chartier
- 39. Content marketing demands a seemingly endless stream of good ideas. #mozcon @staceycav
- 41. We needed an efficient means of ideas generation #mozcon @staceycav
- 42. Where do you look for inspiration on efficiency? #mozcon @staceycav
- 44. Efficiency at its best. #mozcon @staceycav
- 45. Introducing Bernd Rohrbach #mozcon @staceycav
- 46. And his 6-3-5 method of brainwriting #mozcon @staceycav http://blogsession.co.uk/2014/03/635-method-brainwriting/
- 47. 108 ideas in 30 minutes #mozcon @staceycav
- 48. #mozcon @staceycav https://docs.google.com/spreadsheets/d/1nON4PlvrF5KUpE7_8T3ZrWiLvcj6lof9wUihwyPkJrs/ You need a worksheet
- 51. #mozcon @staceycav Start with a problem statement, brief or goal
- 53. #mozcon @staceycav 5 minutes. 3 ideas
- 54. #mozcon @staceycav Pass your sheet on
- 55. #mozcon @staceycav Lather. Rinse. Repeat.
- 56. #mozcon @staceycav This took us from…
- 57. #mozcon @staceycav Not enough ideas
- 58. #mozcon @staceycav All the way to…
- 59. #mozcon @staceycav Too many ideas
- 60. #mozcon @staceycav (Some people are never happy)
- 61. The next challenge: narrowing down #mozcon @staceycav
- 62. #mozcon @staceycav NUF Testing will help you ditch the weakest
- 69. #mozcon @staceycav We’ve learnt some valuable asset generation lessons too
- 70. #mozcon @staceycav Don’t produce anything….
- 71. #mozcon @staceycav Don’t produce anything….yet
- 72. #mozcon @staceycav Test everything you can as early as you can
- 73. #mozcon @staceycav Headline split testing for Wordpress https://wordpress.org/plugins/title-split-testing-for-wordpress/
- 75. #mozcon @staceycav Imgur.com + Reddit for visuals
- 76. #mozcon @staceycav Imgur.com + Reddit for visuals (H/T @neomammalian)
- 77. #mozcon @staceycav Goals first. Format second.
- 78. #mozcon @staceycav Bells and whistles aren’t always necessary
- 82. #mozcon @staceycav Big brand links
- 84. #mozcon @staceycav Links from industry press
- 85. #mozcon @staceycav Field test your story before investing in making it shiny
- 90. #mozcon @staceycav Now I’m happy there’s a story and I’ll invest further.
- 95. #mozcon @staceycav The PR Masterclass http://www.alexsingleton.com/the-pr-masterclass/
- 97. #mozcon @staceycav Especially if you’re promoting on social media
- 99. #mozcon @staceycav OMG SHARE ME!!!!!!!!!
- 100. #mozcon @staceycav 80% of Twitter traffic is mobile.
- 101. #mozcon @staceycav
- 104. #mozcon @staceycav Facebook Graph Search is a gift for content marketers. http://www.tecmark.co.uk/facebook-graph-search-queries/
- 105. #mozcon @staceycav 6-3-5 brainwriting is an efficient first stage tactic for ideation.
- 106. #mozcon @staceycav Let goals lead format. Bells and whistles need only be applied when you’ve proven they’re warranted.
- 107. #mozcon @staceycav Don’t just cater to your audience’s interest. Cater to their screens as well.
- 108. #MozCon Stacey (Cavanagh) MacNaught • Tecmark @staceycav • stacey.macnaught@tecmark.co.uk
Notes de l'éditeur
- Explanation of NUF testing… marking your 108 ideas against 3 criteria and culling the weakest.