Brightonseo presentation 2012
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My Brightonseo deck from the September 2012 event covered the importance of content flow as part of a top quality content strategy. At only 7 minutes long it does not go into huge detail but gives top level reasons why it is important to get it right and how you can test it.
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Brightonseo presentation 2012
- 2. FOR MOST PEOPLE CONTENT STRATEGY LOOKS LIKE THIS… BLOG POST BLOG POST BLOG POST @simonpenson
- 3. @simonpenson
- 4. A GREAT CONTENT SCHEDULE NEEDS PEAKS AND TROUGHS @simonpenson
- 5. EXAMPLES OF TROUGHS DAY TO DAY ‘REGULARS’ @simonpenson
- 6. EXAMPLE OF A PEAK BIG BANG FOR TV BIG BANG PRINT @simonpenson
- 7. STRUCTURING THE PLAN > PEAKS @simonpenson
- 8. NO.1 > DATA VISUALISATION > A BIG IDEA http://www.visual-literacy.org/periodic_table/
- 9. VISUALISATION EXAMPLE Google uses it: http://www.chromeexperiments.com/
- 10. NO.2 > GREAT LINKBAIT > A BIG IDEA BIG BUDGET > SMALL BUDGET > INCREDIBOX.COM ROSSKEMPFOLDS 270,000 LIKES, 79,000 SHARES, 2200 LINKS PR3 > 36 LINKS > 15500 LIKES
- 11. TEST HOW IT FLOWS @simonpenson
- 12. VISUALISE FLOW ACROSS EACH CHANNEL HIGHCHARTS.COM STACKED AREA CHART
- 13. YOUR FLOW ACROSS EACH CHANNEL Y X CREATION TIME / DATE = FLOW
- 14. Simon Penson Zazzle Media @SIMONPENSON WWW.ZAZZLEMEDIA.CO.UK SIMON.PENSON@ZAZZLEMEDIA.CO.UK DOWNLOAD IT > SLIDESHARE READ IT > THE ZAZZLE BLOG
Editor's Notes
- MD ZAZZLE MEDIASPECIFIC AREA OF CONTENT STRATEGY – CONTENT FLOW.EXPLAIN WHAT IT IS, WHY ITS IMPORTANT AND HOW YOU CAN TEST IT.TALK TO A LOT OF CLIENTS WIT CONTENT STRATEGIES AND THEY USUALLY LOOK LIKE THIS
- BLOG BLOG BLOGI’M HERE TO SAY
- DON’T MAKE ME PULL THJAT FACE. DON’T KILL YOUR STRATEGY.A GREAT STRATEGY SHOULD HAVE FLOW AND VARIATION
- FLOW LIKE A GREAT PIECE OF MUSIC.PEAKS AND TROUGHS TO CREATE A VARIED AND ENGAGING STRATEGY
- THE TROUGHS ARE REGULARS/ STILL IMPORTANTEXAMPLES MIGHT BE 10 WORD REVIEWS, QUICK TIPS ETC
- EXAMPLE OF A PEAK OR BIG BANGVOICE/XFACTOR FOR TVHIGH STREET HONEYS FOR PRINTBOTH ARE ITERATED ANNUALLY AND SURROUNDED BY REGULARS TO CREATE IMPACT.
- SO WE KNOW NEED FLOW BUT HOW DO WE STRUCTURE IT?STARTS WITH THE BIG IDEAS…
- EXAMPLE OF A BIG BANG DATA VISUALISATION. HUGE SUBJECT.IM EXCITED ABOUT THIS AS SPENT 10 YEARS PRIOIR TO AGENCY IN PRINT MEDIA WORKING WITH TRADITIONAL CONTENT.NEW AND GREAT PLACE TO START IS THIS > DATA VISUALISATION PERIODIC TABLE.
- GREAT EXAMPLE OF WHICH THERE ARE MANY. GOOGLE EXPERIMENTS FOR CHROME IS BASICALLY GOGLE USING DATA VIS AS ITS CONTENT MARKETING STRATEGY FOR CHROME. TAKE A LOOK. GREAT IDEAS
- 2. LINKBAIT > NOT BUDGET DEPENDENT.TUMBLR FULL OF GREAT EXAMPLES LIKE THIS > ROSS KEMP FOLDSBIGGER BUDGET > INCREDIBOX – GAMIFIED MUSIC PLATFORM THAT ALLOWS YOU TO CREATE MUSIC AND COMPETE IN A LEAGUE FOR THE BEST PIECE.
- THE BIG QUESTION IS > HOW DO WE KNOW IF WE ARE GETTING THE FLOW RIGHT?KEY IS VISUALISING IT AND NOW I WANT TO SHOW YOU HOW WE DO IT AT ZAZZLE
- HIGHCHARTS.COM > GREAT OPENSOURCE CHART SITE USED BY LOTS OF SEO SOFTWARE COMPANIES TO VISUALISE DATA IN EASY TO UNDERSTAND WAY.THE BIT THAT MAKES IT EASY IS THIS > THEIR BACK END CODE EDITOR. 2 MINS TO CREATE SOMETHING LIKE THIS…
- THE ZAZZLE CONTENT FLOW VISUALISATION CHART.VISUALISES FLOW ACROSS OUR THREE MAIN CHANNELS – BLOG – SOCIAL – OFF PAGEY AXIS HOURS SPENT MARKETINGX = DATE – WEEKS, MONTHSLOOK FOR FLAT SPOTS SO YOU CAN EDIT THE CAMPAIGN TO ENSURE CONSISTENT DELIVERY.
- THAT’S IT FROM ME. THANKS. CONTACT DETAILSTRANSCRIPT ON THE ZAZZLE BLOG AND SLIDESHAREANY QUESTIONS?