scaling quality v1.2

SCALING QUALITY How to make remarkable content at scale for marketing success

@iPullRank

DOWNLOAD THIS DECK http://iacq.co/scaling-quality

@iPullRank

iacquire.com @iPullRank

So Everybody’s talking about content…

Eloqua released a recent study comparing Content Marketing and Paid Search showing the CPL for Content

Marketing is substantially lower than Paid Search over time. iacquire.com @iPullRank

…And expects this…


…And lots of this…


…Really users react like this…

Most content is not made with a given audience in mind and it falls flat because no one cares. iacquire.com @iPullRank

…and this…


…and this

iacquire.com

BECAUSE YOUR CONTENT LOOKS LIKE THIS… Ugh. Make it stop.

@iPullRank

SERIOUSLY IN 2013 THERE IS NO0000000 EXCUSE FOR BAD CONTENT There are far too many cost-effective resources out there to settle for bad content

@iPullRank iacquire.com

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?



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.”

@halvorson


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.


Diversify content types

PRESS

BLOGS VIDEO

UGC

COMICS

PRODUCTS

PHYSICAL SPACE

ADS

PHOTOS

INFOGRAPHICS

SERVICES

EVENTS

UI ELEMENTS

PDFS TOOLS

APIS

ANIMATIONS

COMMENTS

DATA

PLATFORMS

PRINT MATERIAL SLIDE DECKS

PLUGINS

TWEETS


Focus on the roi

See my mozcon Deck: http://iacq.co/YHXlZa

Iacquire.com @iacquire

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.

CONTENT PLANNING Tools for a quality strategy

@iPullRank

Leverage Mural.ly for planning content across your team - http://www.mural.ly iacquire.com @iPullRank

Mural.ly

http://www.mural.ly/



Build out story boards for Creative people to follow when creating your content - http://www.storyboardthat.com iacquire.com @iPullRank

Storyboard that

http://www.storyboardthat.com/



Build WYSIWYG wireframes - http://www.balsamiq.com iacquire.com @iPullRank

balsamiq

http://www.balsamiq.com/



Trello is a free project management software that is perfect for content planning and execution http://www.trello.com iacquire.com @iPullRank

trello

http://www.trello.com/

http://www.trello.com/

Use 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 iacquire.com @iPullRank

Great content has great structure

http://www.seomoz.org/blog/10-super-easy-seo-copywriting-tips-for-link-building

















FINDING GOOD IDEAS Ways to find things people care about

@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.


followerwonk

iacquire.com @iPullRank Use 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

http://www.followerwonk.com/

http://www.followerwonk.com/


Simplymeasured + tagcrowd

iacquire.com @iPullRank Using 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

http://www.simplymeasured.com/

http://www.tagcrowd.com/


Social trends

iacquire.com @iPullRank Bottlenose’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

http://www.bottlenose.com/

Pose and/or identify questions using Question & Answer forum Quora to determine how popular an idea will before

putting the effort into creating something. iacquire.com @iPullRank

quora

Use 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/ko/KeywordPlanner/Home iacquire.com @iPullRank

Keyword research

http://ubersuggest.org/

http://ubersuggest.org/

http://www.google.com/trends

http://www.google.com/trends

https://adwords.google.com/ko/KeywordPlanner/Home‎






Can’t come up with an idea? Use Yutongo to crowdsource it http://ideation.yutongo.com/ iacquire.com @iPullRank

Crowdsource ideas

http://ideation.yutongo.com/

DATA COLLECTION SOURCES There’s way too much data out there…

@iPullRank


Surveymonkey Audience

iacquire.com @iPullRank Get custom data right from your audience with SurveyMonkey Audience http://www.surveymonkey.com/audience

http://www.surveymonkey.com/audience


Google consumer surveys

iacquire.com @iPullRank Do the same with Google Consumer Surveys: http://www.google.com/insights/consumersurveys/

http://www.google.com/insights/consumersurveys/


Google Public Data

iacquire.com @iPullRank http://www.google.com/publicdata/directory

http://www.google.com/publicdata/directory

http://www.google.com/publicdata/directory


Marketing charts

iacquire.com @iPullRank Marketing Charts is an interesting site with hundreds of random data points about random things related to marketing

http://www.marketingcharts.com/

http://www.marketingcharts.com/


Consumer Barometer

iacquire.com @iPullRank Consumer Barometer is a microsite by Google that features data on consume buying behaviors

http://www.consumerbarometer.com/




Zanran

iacquire.com @iPullRank ZanRan is a search engine for data & stats http://www.zanran.com/

http://www.zanran.com/

http://www.zanran.com/


Data Market

iacquire.com @iPullRank Data source aggregator http://www.datamarket.com

http://www.datamarket.com/


datahub

iacquire.com @iPullRank Data source search engine http://www.datahub.io

http://www.datahub.io/


Get The Data

iacquire.com @iPullRank Question based Data Search Engine http://getthedata.org/

http://getthedata.org/


Data360

iacquire.com @iPullRank News-driven data http://www.data360.org

http://www.data360.org/

QUALITY OUTSOURCING Great resources to get your content made for you

@iPullRank


99designs

iacquire.com Get creatives to compete for your business http://www.99designs.com

http://www.99designs.com/


dribbble

iacquire.com Identify Creatives in your area to hire based on the pre-existing work. http://www.dribbble.com

http://www.dribbble.com/


Contently

iacquire.com Organize high quality writers into a content calendar, manage their pitches and their submissions.

http://www.contently.com

http://www.contently.com/


skyword

iacquire.com Organize high quality writers into a content calendar, manage content. http://www.skyword.com

http://www.skyword.com/


PlagTracker

iacquire.com Check if the article submissions are original or not http://www.plagtracker.com

http://www.plagtracker.com/


grammarly

iacquire.com Check the grammar of article submissions at scale http://www.grammar.ly

http://www.grammar.ly/


Example outsource workflow

iacquire.com

TOOLS FOR QUALITY CONTENT You can do it yourself

@iPullRank

CAN YOU WRITE?


CAN YOU UPLOAD PICTURES?



THEN YOU CAN MAKE GREAT CONTENT YOURSELF


Infogr.am

iacquire.com http://www.infogr.am

http://www.infogr.am/


piktochart

iacquire.com http://www.piktochart.com

http://www.piktochart.com/


Google fusion tables

iacquire.com http://www.google.com/drive/apps.html#fusiontables

http://www.google.com/drive/apps.html#fusiontables

iacquire.com

ICHARTS Make charts and infographcis from google docs http://www.icharts.com

@iPullRank

http://www.icharts.com/


Dipity

iacquire.com http://www.dipity.com

http://www.dipity.com/


pressbooks

iacquire.com http://www.pressbooks.com

http://www.pressbooks.com/


storybird

iacquire.com http://www.storybird.com

http://www.storybird.com/


kuler

iacquire.com http://kuler.adobe.com

http://kuler.adobe.com/


Adobe edgefonts

iacquire.com https://edgewebfonts.adobe.com/

https://edgewebfonts.adobe.com/


Example in-house workflow

iacquire.com

COMMUNICATING WITH CREATIVES This can be difficult, let me help

@iPullRank


THIS IS YOU STARTING A CONTENT PROJECT

YAY! WE’RE MAKING

CONTENT!


This is You after you get it back FROM THE CREATIVES…


your communication leaves creatives


I wrote a long post about it

I reached out to some SEOs involved in remarkable content projects and asked them about their processes and such. I

also talked to our Creative Director about how to better communicate creative ideas. http://iacq.co/12YMSMo

http://iacq.co/12YMSMo

http://iacq.co/12YMSMo


The data viz brief

Audience

Wireframe

Data Look & Feel

Copy Story / Background


Audience, Story, visual description

We frame the data viz completely with the target audience, the story and oftentimes the methodology and conclusion

from whatever data collection exercise we did to give them complete context.

Target Audience

Men and women ages 21+ who are interested in topics in the marketing industry & may be marketing professionals themselves

The entertainment & movie studio industry community

Those who are engaged within the SEO and social media space

Story

There is one industry that starts back at square one when it comes to marketing a new product: the movie industry. Movie studios attempt to build

new communities for every individual film in order to have engaged audiences yet abandon these social properties once the film is released. Would

a studio’s time and money be better spent continuing to engage audiences? Center social audience focus on the studio itself rather than an

individual film? This infographic examines how and what drives moviegoers to spread the word about films and gives studios a better idea of

where there focus should be when promoting a new release.

Conclusion

When choosing or recommending a movie, people don’t care about the studios that make these movies – especially not those in the younger age

range. Young people are more likely to recommend a movie through social media, however, and those who are heavy social users are more likely

to follow a studio on a social network than an individual film. Younger people get more movie information from social network and TV commercials

while older people get more information from TV commercials and print.

Methodology Conduct a survey to find out the social behavior of moviegoers as well as how & where they talk about films.

Examine different social profiles for individual films as well as movie studios to find trends that are reflected in this data.

Utilize existing data to further inform survey and panel data.


data

We’ll give raw data as well as curated data points to give the designer as much latitude as a possible to tell a visual story

How Moviegoers Hear About Movies

For most people, movie trailers are still the “first look”

they are intended to be.

bar graph

49% Movie trailers

44% TV commercials

35% Recommendations from friends

How Moviegoers Choose What to See

People select movies based on the emotions they want

to experience – causing genre to be the top motivating

factor.

pie chart

40% Genre

38% Recommendations/reviews

0.2% Studio


Wireframe with copy

We’ll also hand the copy off in the deck, but here it is laid out on the wireframe.


The end result

MAKING A SCROLLER IN 5 MINUTES Being creative is actually not that hard at all

@iPullRank

You should learn to code There’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…



Make/procure an image


Save as .svg


Use the link setting


Put skrollr in your html

Download Skrollr: https://github.com/Prinzhorn/skrollr

https://github.com/Prinzhorn/skrollr




Open your .svg file

Vector coordinates In this file Adobe Illustrator has generated the

path coordinates needed for the path-based

scroller we are building.


Add the css to path tags css style attribute This style attribute was predefined in the example

code. I’m using it here to show easy it is to make

something cool.


You now have a path drawing scroller

WRAPPING UP A word from my sponsor

@iPullRank

we do all of this at iacquire I direct Marketing and Digital Strategy at iAcquire. Content Strategy

and building quality content at scale is what we do.


Coming soon ClearVoice 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.


http://www.clearvoice.com/


I’m out!

wwww.iacquire.com

Thank you / Q&A Michael King Director of Inbound Marketing @iPullRank

scaling quality v1.2

Business

google consumer

social media

social network

tv commercials

content calendar

bad content

content strategy

individual