21 Tools and Tactics to Make a Content Marketer’s Life Easier
Stacey MacNaught Tecmark
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My job in 2009…
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Things are a little more complicated now.
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Poor (scalable) link acquisition tactics have mostly fallen by the wayside
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(Albeit not so much for users)
There are lots of content marketing definitions
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h"p://contentmarke/ngins/tute.com/2012/06/content-marke/ng-defini/on/
I prefer:
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The use of content to achieve marketing goals either directly or indirectly.
For me, they’re largely SEO related goals
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I use content marketing to build links, coverage and generate relevant traffic
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It started disastrously
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2 links.
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(This doesn’t work, by the way).
It got gradually better
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It got gradually better as we developed processes
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Other Examples
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Garden and home security survey
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British Business Dreamers Survey
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Browsing for holidays while at work survey
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Quick and low cost coverage, citation and link opportunities
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Quick win local and regional press links with FOI data
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We don’t have 100% success rates.
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But we’re not far off.
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And if a project doesn’t succeed first time, we’re better now at reworking it.
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(Some things are beyond help)
Our success is down to process, tactics and tools…
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And people - but I can’t share those!
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Most of the impact tools and tactics can have is in 3 areas…
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Ideation, data sourcing and distribution
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Ideation
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1 635 Brainwriting
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h"p://blogsession.co.uk/2014/03/635-method-brainwri/ng/
2635 Brainwriting Tool
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h"p://635.tecmark.co.uk/
3The Worst Idea Method
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h"p://blogsession.co.uk/2014/03/635-method-brainwri/ng/
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You want my sh***est ideas?
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h"ps://www.amazon.com/Idea-Stormers-Inspire-Crea/ve-Breakthroughs/dp/1118134273
4SpeakUp
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h"ps://getspeakup.com/
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h"ps://getspeakup.com/
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h"ps://getspeakup.com/
Free for up to 25 users
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h"ps://getspeakup.com/
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h"ps://getspeakup.com/
5Note and Vote Method
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h"ps://library.gv.com/note-and-vote-how-to-avoid-groupthink-in-mee/ngs-24e829e43295#.uqh2au1tr
Data Sourcing
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Survey Platforms and Panels
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6OnePoll
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h"p://www.onepoll.com/
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Larger investment but very credible data.
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7Esomar Directory
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h"ps://directory.esomar.org/
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8 Toluna Quick Surveys
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h"ps://www.quicksurveys.com/
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Smaller investment. Quick turn around.
9 Google Consumer Surveys
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h"p://www.google.co.uk/insights/consumersurveys/home
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Small Investment. Less credible than other sources.
Existing Data Sources
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10 Statista
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h"p://www.sta/sta.com/
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11 Google Public Data Explorer
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h"ps://www.google.com/publicdata/directory
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12 Government Statistics
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h"ps://www.gov.uk/government/sta/s/cs
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Another approach
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13 Use FOI Data
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h"ps://ico.org.uk/for-organisa/ons/guide-to-freedom-of-informa/on/what-is-the-foi-act/
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14 What Do They Know
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h"ps://www.whatdotheyknow.com/
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15 Ask the EU
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h"ps://www.asktheeu.org/
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Content Promotion
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16 Forward Features Calendars
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h"ps://www.asktheeu.org/
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It’s easier to pitch content when you your topic and timing are perfect.
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Obtain forward features calendars wherever you can.
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Some publications
publish them
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In many cases, you’ll need to ask.
17 Local and Regional Press
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Local and regional online press websites are often quicker win.
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Some of the same journalists write for both.
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18 Local & Regionals List
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http://bit.ly/local-press
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19 Freelance Journo Directory
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h"p://www.freelancedirectory.org/
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20 CisionPoint Media Database
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h"p://cisionpoint.com/
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21 Other Useful Tools
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Finally…
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And most importantly
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Content marketing is a team game.
There’s no greater asset/tools than a determined team.
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@staceycav @staceycav [email protected]