abcs of content marketing (n-z)
TRANSCRIPT
The ABCs Of Content Marketing
(N-Z)Dana Larson
@danamlarson
Welcome to the follow-on presentation to
The ABCs of Content Marketing (A–M)
ENJOY!
NNIGHTMARE
S BREED IDEAS
O OWN YOUR STORY
PPREFERENCE
CENTERS ROCK
QQUALITY
OVER QUANTITY
RREINFORCE ON THE SECOND SCREEN
Think of what keeps you up at night. Likely, that’s what concerns your audience, too.Address it. Discuss it in forums. Create content that offers solutions.
NNIGHTMARE
S BREED IDEAS
Research1 shows that we remember stories over facts and figures. No one knows your story like you do.
Hone it and use it to influence your audience.
O OWN YOUR STORY
1 http://women2.com/2013/05/07/the-power-of-stories/#sthash.Uwv0VwqN.dpuf
Ask users what content they what to see and how often.
Improve your targeting and reduce unsubscribes.
PPREFERENCE
CENTERS ROCK
PPREFERENCE
CENTERS ROCK
QQUALITY
OVER QUANTITY
59% indicated that bad grammar and spelling mistakes would prevent them from making a purchase from a website because they wouldn’t trust the company to provide good service2
59%
2 Global Lingo, Research Report, November 2013
Now that 92% of millennials consider their smartphone their primary Internet device3 your content strategy must be more fluid than ever before.
RREINFORCE
ON THE SECOND SCREEN
3 Adobe http://blog.2060digital.com/primary-device-switches-from-desktop-to-mobile-digital-strategy
RREINFORCE
ON THE SECOND SCREEN
4 http://www.businessinsider.com/second-screen-viewing-nielsen-2014-2
Nielsen reports that 84% smartphone and tablet owners use their devices while they watch television4
Follow the lead of the White House and tweet excerpts and images of your “big screen” content.
SSEO
MATTERS
TTESTING 1-
2-3
UUSER-
GENERATED CONTENT IS
REAL
VVIDEO, VIDEO, VIDEO
Google rewards pages that are focused on a topic and that are media rich. In essence, good content. Yay!
Just be sure to get the metadata right, and you’ll be golden. (See next slide)
SSEO
MATTERS
SSEO
MATTERS: METADATA
Go beyond A/B testing and test more types of content across more channels.
Use the insights to get closer to a truly, personalized experience. The more you know…
TTESTING 1-
2-3
Keep it real with user-generated reviews, pictures, videos, and survey results.
Users will be more engaged and feel more connected to your brand.
UUSER-
GENERATED
CONTENT IS REAL
UUSER-
GENERATED
CONTENT IS REAL
VVIDEO, VIDEO, VIDEO
50%Online video now accounts for 50%
of all mobile traffic.
55%55% of people watch videos
online every day.
78%78% of people watch videos online every
week.
5 http://blog.hubspot.com/marketing/video-marketing-statistics
VVIDEO, VIDEO, VIDEO
Everything is better with video. From tweets to blog posts.
Use video to bring clarity to your “how to” instruction, feeling to your greetings, and detail to your designs.
VVIDEO, VIDEO, VIDEO
XeXPAND
YOUR SOCIAL
STRATEGY
YYAY! VISUAL
CONTENT
ZZOMBIES BEWARE!
WWHY
RELEVANCY IS KING
79% of U.S. buyers said that vendors’ level of relevant content affects their likelihood to make the shortlist.6
WWHY
RELEVANCY IS KING
79%
5 http://info.idgconnectmarketers.com/content-relevance-2014
Investing in content isn’t enough. 66% of technology buyers feel that digital content needs to be more aligned with organizational objectives and relevant to the decision-making process.6
WWHY
RELEVANCY IS KING
5 http://info.idgconnectmarketers.com/content-relevance-2014
XeXPAND
YOUR SOCIAL
CHANNELS
6 http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
Think outside the social media box and include the fastest-growing channels in your strategy.
Capture new audiences, extend the engagement with current users, tell stories in new ways.
XeXPAND
YOUR SOCIAL
CHANNELS
Research7 shows that social media posts with images drive 180% more engagement.
YYAY!
VISUAL CONTENT
7 https://www.semrush.com/blog/5-ways-to-incorporate-visuals-into-your-content-marketing-strategy/
Don’t treat your audience like zombies.
Personalize content. Develop a dialog. Grow a community. Create brand loyalists. Be consistent and follow through on promises.
ZZOMBIES BEWARE!
www.extractable.com612 Howard Street, 4th Floor
San Francisco, CA 94105415.426.3600
Thank you