Marketing at the Speed of Content: How to Keep Up in a Content-Driven World
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The document discusses the challenges that marketers face in keeping up with the vast amount of user-generated content shared every minute across various online channels. It notes that relying solely on in-house teams or agencies to produce customized content for each channel is unrealistic due to constraints around quality, speed, and cost. The document proposes that marketers can address this challenge by leveraging online freelance talent from a global pool of pre-vetted professionals. It provides an example of a company that was able to dramatically reduce costs and improve quality and turnaround time for a video project by working with freelancers accessed through an online platform.
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Marketing at the Speed of Content: How to Keep Up in a Content-Driven World
- 1. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. Marketing at the Speed of Content: How to keep up in a content- driven world Rich Pearson SVP, Marketing & Categories @pearsonisms
- 2. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. Winning by changing the rules 2
- 3. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. “The state of content marketing in 2015 is strong - with a challenging twist of scale.” Source: Content Marketing Institute, June 2015 3
- 4. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. Every minute . . . Email users send 204,000,000 messages Blog writers post 1400 new blog posts Facebook users share 2,460,000 pieces of content Twitter users tweet 277,000 times WhatsApp users share 347,222 photos Instagram users post 216,000 new photos Vine users share 8,333 videos Pinterest users pin 3,472 images Youtube users upload 72 hours of new video 4
- 5. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. How can a marketer keep up the pace by creating relevant content for each channel? 5
- 6. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. Tradeoffs Quality Speed Cost
- 7. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. One post . . . everywhere !!!!! 7© 2015 Upwork Inc. Proprietary and confidential. Do not distribute. Exactly the same post on . . . Print Ad Facebook Instagram Twitter Pinterest
- 8. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. Build your own team . . . in 4 months 8© 2015 Upwork Inc. Proprietary and confidential. Do not distribute. Job openings unfilled after three months
- 9. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. Hire an agency 9© 2015 Upwork Inc. Proprietary and confidential. Do not distribute.
- 10. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. Current hiring model is a losing game “66% of multinational companies say talent shortages are likely to affect their bottom line in the next 5 years.” Source: Economic Intelligence Unit 10
- 11. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. Companies that aren’t distributed can’t possibly say they hire the best people …the world is a big place. Tom Preston-Werner, Founder of GitHub
- 12. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. The Internet is becoming the road into work 12
- 13. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. Future teams will look like movie crews 13
- 14. The Freelance talent pool is exploding 53M freelancers in the U.S. now By 2020, nearly half of the U.S. workforce will be freelancing
- 15. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. Commerce has moved online and now services, including work, are moving too 15 workretail lodgingtransportation
- 16. What if you had all the talent you needed in your pocket ...
- 17. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. Case study: Video production 17 Situation Global CPG firm was spending over $8MM for an annual program where each division needed to produce a rich media video. Solution We created a talent cloud of pre-vetted video production specialists from around the globe with careful consideration to time to results, quality, and cost savings. Results Delivered equal or better quality on results. Cost of $800k (10% of baseline cost) Turnaround time decreased dramatically, many overnight iterations. “It’s amazing, not only did we save money, but Upwork’s freelancers raised the bar on the actual quality of the videos as well.” VP, Marketing CPG Firm
- 18. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. Who is available online? 18 Copywriters Designers Photographers Video Popular Skills Avg. Hourly Rates (Avg & Top 1%) Articles & Blogs eBook Writing Graphic Design Infographics Illustrations Web & Print Design Social Media SEO Writing Digital Photography Photo Retouching Image Editing Adobe Photoshop Videography Video Editing $16 | $88 $13 | $64 $12 | $42 $11 | $62 Audio $23 | $76 Voice Talent Audio Production Voice Over Video Production
- 19. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. Amy Belleville, Ontario Carey Richmond, VA Brenda Sparks, NV 19 Kyle Kansas City Art Kiev, Ukraine Stanislav Kiev, Ukraine Upwork’s distributed content team
- 20. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. 7 Content Marketing Takeaways 1. Be unique before you are prolific. 2. Hire extroverts. 3. SEO content for SEO’s sake never works (for long). 4. A good illustrator can be worth her weight in gold. 5. Hiring an agency to do your link-building is doomed to fail. 6. Don’t measure your content team on conversion. 7. Every dime spent towards on-page optimization will pay back $1
- 21. © 2015 Upwork Inc. Proprietary and confidential. Do not distribute. Ask Me Anything rpearson@upwork.com @pearsonisms
Notes de l'éditeur
- There was a great article in The New Yorker several years ago written by Malcolm Gladwell about the CEO of Tibco Software. -Coach of his daughter’s basketball team -Grew up with cricket and soccer -Couldn’t understand why we didn’t cover the entire court -Had his girls run an aggressive full court press, and his smaller, less talented team dominated
- It’s easy to be remarkable once. The trick is becoming remarkable consistently.
- Quality issue as a problem. The thinking would be that with all these channels, content marketers are left with a few options 1) cut and paste your content across multiple channels - there could be some funny examples here 2) Lower the quality bar and have some off-topic, poor quality posts here 3) Give your ATM card details to your ad agency so they can spend all your money 4) Hire an internal team via the traditional model (and still be unable to scale)
- Minimal flexibility to scale up and down with needs or season Not only does it takes months to fill a jobs but demand for talent and supply of talent aren’t equally distributed. We are not solving a silicon valley problem i.e. long time to hire isn’t just in California and New York Employers in Indiana or Mississippi are also having a hard time filling job The number of content marketing job listings has grown nearly 350% since 2011 (Indeed.com, June 2015) 26% of marketing executives expect to hire content marketing roles in the second half of 2015 (The Creative Group, 2015 Salary Guide) Massachusetts and New York have the highest concentration of content marketing jobs - followed by California, Illinois, Minnesota and Colorado s
- Companies are only as good as their people. "We hire the best people regardless of where they live. Which means we can hire the best people. Companies that aren’t distributed can’t possibly say they hire the best people. It doesn’t work that way, the world is a big place."