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Scaling Quality: How to Make Remarkable content at scale for marketing sucess
- 1. @iPullRank Scaling QualityHow to make remarkable content at scale for marketing success
- 3. iacquire.com @iPullRank@iPullRank So Everybody’s talking about content…
- 4. iacquire.com @iPullRank@iPullRankOur 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. …And expects this…
- 5. iacquire.com @iPullRank@iPullRank …And lots of this…
- 6. iacquire.com @iPullRank@iPullRank …Really users react like this…
- 7. iacquire.com @iPullRank@iPullRankMost content is not made with a given audience in mind and it falls flat because no one cares. …and this…
- 9. iacquire.com @iPullRank Because your content looks like this… Ugh. Make it stop. WTF
- 10. @iPullRankiacquire.com there is no00000 00 excuse for bad content There are far too many cost-effective resources out there to settle for bad content
- 11. iacquire.com @iPullRank11 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?
- 12. iacquire.com @iPullRank12 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.” VS @halvorson
- 13. iacquire.com @iPullRank@iPullRank 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.
- 14. @iPullRankiacquire.com 14 Diversify content types PRESSPRESS BLOGSBLOGS VIDEOVIDEO UGCUGC COMICSCOMICS PRODUCTSPRODUCTS PHYSICAL SPACEPHYSICAL SPACE ADSADS PHOTOSPHOTOS INFOGRAPHICSINFOGRAPHICS SERVICESSERVICES EVENTSEVENTS UI ELEMENTSUI ELEMENTS PDFSPDFS TOOLSTOOLS APISAPIS ANIMATIONSANIMATIONS COMMENTSCOMMENTS DATADATA PLATFORMSPLATFORMS PRINT MATERIALPRINT MATERIALSLIDE DECKSSLIDE DECKS PLUGINSPLUGINS TWEETSTWEETS
- 15. @iPullRankiacquire.com 15 Focus on the roi See my mozconSee my mozcon Deck:Deck: http://iacq.co/YHXlZahttp://iacq.co/YHXlZa
- 16. 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.
- 17. @iPullRank Content planning Tools for a quality strategy
- 21. iacquire.com @iPullRank@iPullRankTrello is a free project management software that is perfect for content planning and execution http://www.trello.com trello
- 22. iacquire.com @iPullRank@iPullRankUse 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 Great content has great structure
- 23. @iPullRank Finding Good ideas Ways to find things people care about
- 24. iacquire.com @iPullRank@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.
- 25. iacquire.com @iPullRank@iPullRank followerwonk iacquire.com @iPullRankUse 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
- 26. iacquire.com @iPullRank@iPullRank Simplymeasured + tagcrowd iacquire.com @iPullRankUsing 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
- 27. iacquire.com @iPullRank@iPullRank Social trends iacquire.com @iPullRankBottlenose’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
- 28. iacquire.com @iPullRank@iPullRankPose and/or identify questions using Question & Answer forum Quora to determine how popular an idea will before putting the effort into creating something. quora
- 29. iacquire.com @iPullRank@iPullRankUse 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/o/KeywordTool Keyword research
- 30. iacquire.com @iPullRank@iPullRankCan’t come up with an idea? Use Yutongo to crowdsource it http://ideation.yutongo.com/ Crowdsource ideas
- 31. @iPullRank Data collection sources There’s way too much data out there…
- 32. iacquire.com @iPullRank@iPullRank Surveymonkey Audience iacquire.com @iPullRankGet custom data right from your audience with SurveyMonkey Audience http://www.surveymonkey.com/audience
- 33. iacquire.com @iPullRank@iPullRank Google consumer surveys iacquire.com @iPullRankDo the same with Google Consumer Surveys: http://www.google.com/insights/consumersurveys/
- 34. iacquire.com @iPullRank@iPullRank World government data iacquire.com @iPullRankhttp://www.guardian.co.uk/world-government-data
- 35. iacquire.com @iPullRank@iPullRank Google Public Data iacquire.com @iPullRankhttp://www.google.com/publicdata/directory
- 36. iacquire.com @iPullRank@iPullRank Marketing charts iacquire.com @iPullRankMarketing Charts is an interesting site with hundreds of random data points about random things related to marketing http://www.marketingcharts.com/
- 37. iacquire.com @iPullRank@iPullRank Consumer Barometer iacquire.com @iPullRankConsumer Barometer is a microsite by Google that features data on consume buying behaviors http://www.consumerbarometer.com/
- 38. iacquire.com @iPullRank@iPullRank Zanran iacquire.com @iPullRankZanRan is a search engine for data & stats http://www.zanran.com/
- 39. @iPullRank Quality outsourcing Great resources to get your content made for you
- 40. iacquire.com @iPullRank40 99designs iacquire.com Get creatives to compete for your business http://www.99designs.com
- 41. iacquire.com @iPullRank41 dribbble iacquire.com Identify Creatives in your area to hire based on the pre-existing work. http://www.dribbble.com
- 42. iacquire.com @iPullRank42 Contently iacquire.comOrganize high quality writers into a content calendar, manage their pitches and their submissions. http://www.contently.com
- 43. iacquire.com @iPullRank43 PlagTracker iacquire.com Check if the article submissions are original or not http://www.plagtracker.com
- 44. iacquire.com @iPullRank44 grammarly iacquire.com Check the grammar of article submissions at scale http://www.grammar.ly
- 45. iacquire.com @iPullRank45 Example outsource workflow iacquire.com
- 46. @iPullRank Tools for quality content You can do it yourself
- 48. @iPullRankiacquire.com Can you make aCan you make a spreadsheet?spreadsheet?
- 50. @iPullRankiacquire.com Then you can make great content yourself
- 53. iacquire.com @iPullRank53 Google fusion tables iacquire.com http://www.google.com/drive/apps.html#fusiontables
- 54. iacquire.com @iPullRank iCharts Make charts and infographcis from google docs http://www.icharts.com
- 59. iacquire.com @iPullRank59 Adobe edgefonts iacquire.com https://edgewebfonts.adobe.com/
- 60. iacquire.com @iPullRank60 Example in-house workflow iacquire.com
- 61. @iPullRank Let’s do an example We’re going interactive now!
- 62. iacquire.com @iPullRank62 Crowd participation section iacquire.com
- 63. @iPullRank Making a scroller in 5 minutes Being creative is actually not that hard at all
- 64. iacquire.com @iPullRank64 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…
- 66. iacquire.com @iPullRank66 Save as .svg
- 67. iacquire.com @iPullRank67 Use the link setting
- 68. iacquire.com @iPullRank68 Put skrollr in your html Download Skrollr: https://github.com/Prinzhorn/skrollr
- 69. iacquire.com @iPullRank69 Open your .svg file Vector coordinatesIn this file Adobe Illustrator has generated the path coordinates needed for the path-based scroller we are building.
- 70. iacquire.com @iPullRank70 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.
- 71. iacquire.com @iPullRank71 You now have a path drawing scroller
- 72. @iPullRank Wrapping up A word from my sponsor
- 73. iacquire.com @iPullRank73 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.
- 74. iacquire.com 74 @iPullRank 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.