getting buy-in for content marketing (mozcon remix)
Post on 11-Aug-2014
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GETTING
BUY-IN FOR CONTENT
MARKETING A MozCon Remix by @iPullRank
….
….
@ipullrank
….
…. How is your so-
called “content”
gonna make us
money?
….
….
YOUR TEAM OR CLIENTS
MAY DRIVE YOU TO DRINK
…AND YOU MIGHT FALL
FLAT ON YOUR FACE
How can I get
them to buy this
content
marketing stuff?
YOU NEED A
COMPELLING
DATA-DRIVEN
PITCH
SELL YOUR VISION…
….
BUT ALWAYS
BE READY TO
DO THIS …
….
…CONTENT IS THE GLUE
TO EFFECTIVE MARKETING
YOU MUST TAKE A STAND
ACTONE RESEARCH Doing research that sticks
@ipullrank
CONTENT MARKETING PROCESS
This closely mirrors the “New SEO Process” http://www.seomoz.org/blog/the-new-seo-process-quit-being-kanye
@ipullrank
Opportunity Discovery is the process of understanding the client’s space in context of the business goals to tailor the content strategy
directly to what they need to accomplish.
OPPORTUNITY DISCOVERY
LAND OF OPPORTUNITY
@ipullrank
BUSINESS GOALS ARE PARAMOUNT
Understanding and integration of the business
objectives throughout the entire process is incredibly
important to obtaining buy-in and measuring success.
If you’re not speaking in terms of conversion, you will
not be speaking much longer.
@ipullrank
MARKET RESEARCH
Every content creator and SEO should have at least a working knowledge of the space, the company and the audience. At iAcquire
we’ve invested heavily in the market research capability and we create client one sheets and influencer reports with objectives, personas,
customer insights, market insights, hot topics, key influencers and resources
@ipullrank
Develop four hypothetical representations of people that exist within the online conversation as related to business goals, give them
stories and attributes to which content will be created. The key is to keep it as relevant and actionable to the content you will be creating
as possible
PERSONAS
PERSONA C PERSONA B PERSONA A PERSONA D
DEMOGRAPHICS
LIFESTYLES
USER STORY
USER NEEDS
DEMOGRAPHICS
LIFESTYLES
USER STORY
USER NEEDS
DEMOGRAPHICS
LIFESTYLES
USER STORY
USER NEEDS
DEMOGRAPHICS
LIFESTYLES
USER STORY
USER NEEDS
@ipullrank
I outlined a process in my “Understanding Your Audience Using Social Media” Mozinar about how to use Keyword Research, Social
Media and Discussion Search to develop ad hoc personas. http://www.seomoz.org/webinars/understanding-your-audience-using-social-
media
QUASI-AD HOC PERSONAS
@ipullrank
THE PROBLEM WITH AD HOC PERSONAS
While this approach can be very effective
stakeholders may potentially challenge it because
it’s not empirical. However neither is the old
method of handing out post-its to stakeholders
BUT ALWAYS
BE READY TO
DO THIS …
“A major virtue of personas is the
establishment of empathy and
understanding the individual who uses
the product” -Donald A. Norman, Nielsen Norman Group
@ipullrank
At iAcquire we have a data-driven approach starting from Nielsen’s PRIZM segments, layering data from Experian Simmons and finally
using Social Inventories from Facebook, LinkedIn, YouTube and DoubleClick to develop empirical and social media-relevant personas.
DATA DRIVEN PERSONAS
@ipullrank
INTRODUCING NIELSEN PRIZM
Download this PDF: http://ocair.org/files/KnowledgeBase/HowTo/PRIZM_Code.pdf
Nielsen’s PRIZM
segments all of the
US into 66
predetermined
types or “codes”
@ipullrank
EXPERIAN SIMMONS
Simmons Mosaic Types: http://www.tetrad.com/pub/documents/agsmosaiclist.pdf
AIO CLUSTERS
MOSAIC TYPE BY URL
MOSAIC TYPE BY
ONLINE ACTIVITY
@ipullrank
OUTSIDE THE US USE COMSCORE
Check it Out: http://www.comscore.com/Products/Audience_Analytics
@ipullrank
GOOGLE HAS “AFFINITY SEGMENTS”
Google Affinity Segments: http://www.google.com/think/products/affinity-segments.html
BUILT IN PERSONAS
DATA IN
GOOGLE ANALYTICS
CREATE
CUSTOM SEGMENTS
@ipullrank
GOOGLE CONSUMER SURVEYS
Get very targeted Consumer Data: http://www.google.com/insights/consumersurveys/home
@ipullrank
GOOGLE CONSUMER SURVEYS STEP BY STEP
Guides to Writing Surveys: http://help.surveymonkey.com/categories/creating-designing-surveys/design-tutorials-troubleshooting/create-design-tutorials
SPECIFY AUDIENCE
WRITE QUESTIONS
GET DATA
DEFINE THE SURVEY TYPE
@ipullrank
HERE’S A PERSONA WORKSHEET
Download the Persona Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Persona-Worksheet.xlsx
@ipullrank
SHORTCUT VERSION OF ALL THIS
Pull 10,000 of your Twitter followers from SimplyMeasured and create a WordCloud of their profiles to quickly
understand what topics the audience is interested in: http://www.simplymeasured.com http://www.tagcrowd.com
@ipullrank
REAL-TIME KEYWORD RESEARCH ON TWITTER
Use Bottlenose: http://www.bottlenose.com
@ipullrank
When planning out a content marketing campaign use the consumer decision journey to determine what need state your
content will specifically speak to.
CONSUMER DECISION JOURNEY
@ipullrank
As usual finding the right keywords is important. Mapping them to content, need states and KPIs is paramount to proving
the success of a campaign
MAPPING KEYWORD RESEARCH
[flowers]
[when do roses bloom]
[what flowers for a first date]
[buying chrysanthemums]
[flower a month club]
@ipullrank
PERFORM PERSONA-BASED KEYWORD RESEARCH
Read the Post: http://ipullrank.com/the-persona-driven-keyword-research-process/
@ipullrank
Map the content type directly to the customer decision journey to determine where in the funnel that this content
will reach the user
TYING CONTENT MARKETING TO THE FUNNEL
@ipullrank
You will need determine realistic and specific KPIs with regard to where the content is in the funnel and develop reporting
that speaks to directly to that value.
MEASUREMENT PLANNING
Rankings, Social Shares, Links, traffic, Page views
Rankings, Social Shares, Links, traffic, Page views, Time on Site
Rankings, Social Shares, Links, process completions, time on site, purchases
Rankings, Social Shares, Links, purchases
Rankings, Social Shares,Content Creation, Signup, # Logins, Time On Site, Page views
…. BUT WHAT ARE OUR
COMPETITORS DOING?
@ipullrank
FACEBOOK RECOMMENDATIONS PLUGIN DEMO
Get a snapshot of a site’s popular content:
http://developers.facebook.com/docs/reference/plugins/recommendations/
EXTEND THE BOX
TO 1000 PIXELS TO
VIEW 20 PIECES
OF POPULAR
CONTENT
@ipullrank
SOCIAL CRAWLYTICS
Use Social Crawlytics to find out what the best performing content for competitors
http://www.socialcrawlytics.com
SOCIAL
CRAWLYTICS
GIVES AWESOME
GRAPHS OF
SHARES BY
NETWORK
@ipullrank
SOCIAL CRAWLYTICS GIVES SHARE COUNTS BY URL
@ipullrank
ADD ALL OF THIS TO YOUR QUANTITATIVE CONTENT AUDIT
The Content Audit is a great way to understand what is performing already so you can make the case
to make more of it. Pull in Traffic, Social Shares, Time On Site and Conversions.
DON’T GO SHOWING ALL
THAT DATA JUST YET!
ACT TWO GETTING BUY-IN Build a list of people that want the
content
@ipullrank
The big idea should thematically govern the content strategy and keep content from being an “isolated incident” by tying everything to an
initiative that fits into the overarching marketing mix and gives creative life
WHAT’S THE BIG IDEA?
@ipullrank
Content Marketing is about turning the brand into a storyteller. Tap into the Jungian story archetypes and align them with the
business to build an effective story. More on story archetypes: http://socialmediatoday.com/tommyismyname/383348/7-
story-archetypes-and-how-they-can-dramatically-improve-your-marketing
THE 7 STORY ARCHETYPES
@ipullrank
Content is not a one-way street, but a cyclical process between the client’s goals, the strategist’s ideas and the influencer’s needs. Take
your content to the audience before you ever write a word or place a pixel and get their feedback and buy-in.
THE CLIENT-STRATEGIST-AUDIENCE FEEDBACK LOOP
@ipullrank
Using the following tactics find a group of people that will commit to engaging with this content and use that as evidence that the content
will appeal to the brand’s audience and drive KPIs
CALL YOUR SHOT
@ipullrank
USE TOPSY TO FIND INTERESTED PARTIES
Use Topsy to find people who shared competitor content: http://www.topsy.com
@ipullrank
USE QUORA TO FIND TOPICS + INTERESTED PARTIES
Use Quora to find content ideas to repurpose with a built in audience: http://www.quora.com
@ipullrank
FOLLOWERWONK, ABOUT.ME, ZERP.LY, FINDPEOPLEONPLUS
Use the features of your personas (instead of just target keywords) to find people using:
http://www.followerwonk.com , http://about.me, http://zerply.com and http://findpeopleonplus.com
@ipullrank
Determine how far your content will go for a given author by computing the scrape rate and share rate. http://ipullrank.com/scrape-rate-
and-shareability-rate/ (original Scrape Rate concept by @pointblankseo)
SHARE RATE & SCRAPE RATE
@ipullrank
HERE’S AN AUDIENCE WORKSHEET
Download the Audience Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Audience-Worksheet.xlsx
JUST A LITTLE
SOMETHING TO
HELP YOU KEEP
TRACK OF ALL OF
THOSE PEOPLE
@ipullrank
CONTENT AS A MAXIMUM VIABLE PRODUCT
Pitch content that supports multiple KPIs and need states within the customer journey as well as keeps
the barrier to entry high for the competitors.
YOU ARE NOW READY
FOR THE PITCH
ACT THREE PUT IT ALL TOGETHER
5 tips for highly-effective, actionable
and data-driven content marketing
pitches
@ipullrank
THE FOCUS IS THE STORY
Tell a compelling story and answer a key issue using your data as a to drive it home
@ipullrank
TIE EVERYTHING DIRECTLY TO ROI
Everything you suggest should be directly explained in context of the ROI
@ipullrank
TAILOR IT DIRECTLY TO THE STAKEHOLDERS
Everything you show should address the concerns of the stakeholders; anticipate their questions
@ipullrank
IT BETTER BE BEAUTIFUL
Invest the time to make your pitch look beautiful and professional
@ipullrank
SPEAK THEIR LANGUAGE
Speak in terms the stakeholders understand for example “share of voice” rather than number of rankings
ACT FOUR VALIDATE Validate what you’ve done through
measurement
@ipullrank
Share of Voice (SoV) is a traditional advertising term defined as the percentage of possible positions in a channel occupied. As it pertains
to the SEO it is the percentage available search volume captured. Use it when explaining the opportunity to non-SEOs.
WTF IS SHARE OF VOICE?
@ipullrank
KEYWORD-LEVEL DEMOGRAPHICS
To date this is the most powerful thing I’ve contributed to the SEO community. Use it!
http://www.seomoz.org/blog/keyword-level-demographics
@ipullrank
KEYWORD-LEVEL DEMOGRAPHICS BEST PRACTICES
Incentivize the Opt-In (Communities or Coupons)
Just track the persona
Use the appID Cross Property Cookie and Remarket
I have a half-finished Wordpress plugin. If you’d find that useful tweet at me and let me know.
@ipullrank
MAP SITE PROFILES TO CONVERSIONS
Does your site require some sort of profile? Tie the fields of that profile to measurement. See my post
on how to segment and measure users: http://moz.com/blog/what-i-learned-from-scraping-seomozs-active-user-base
@ipullrank
USERREPORT.COM
Survey your users for free and get their demographic data into GA: http://www.userreports.com
ACT FIVE OVERCOMING FAILURE
Content pitches that failed and how to
overcome them
@ipullrank
A marketer presents the creation of infographics via email and phone, but doesn’t succeed and ultimately the client sees them as
“complicated” or “expensive” measures.
FAIL #1: WEAK PRESENTATION
@ipullrank
Your presentation should not be an email or a phone call, it should be an in-person presentation with all the stakeholders.
RESOLUTION #1: PRESENT A DECK IN-PERSON
@ipullrank
A marketer sells in an idea neglecting to invite key stakeholders only to have that content strategy fall apart once the miss stakeholders
review it.
FAIL #2: LEAVING OUT KEY STAKEHOLDERS
@ipullrank
Get all of the key stakeholders on board so you don’t have to repeat steps or risk the engagement falling apart after you believe
you’re good to go.
RESOLUTION #2: INVITE THEM ALL
@ipullrank
A marketer explains the content strategy using the wrong KPIs and the stakeholders respond that content is “nice to have” not as
beneficial as “bombarding people with 100k email communications.”
FAIL #3: NOT SHOWING THE VALUE
@ipullrank
Build your measurement around the business objectives and things that actually show the positive affects of revenue.
RESOLUTION #3: BETTER MEASUREMENT PLANNING
@ipullrank
A marketer relies heavily on data to make her case and lambasts the regarded accomplishments
of the key stakeholders.
FAIL #4: RELYING ON TOO MUCH DATA
@ipullrank
Don’t use numbers as a weapon to insult your stakeholders, tell a compelling story using the data as an aside that drive
the points of ineffectiveness.
RESOLUTION #4: LET THE STORY DO THE WORK
ACT SIX THE PITCH A pitch to the Moz team
I’ve got an idea for you
@ipullrank
There is an underserved user out there – the procrastinator. Some key moz’s solutions expect that users have
the time to plan ahead, but inbound marketers need data now!
THE USER’S DILEMMA
@ipullrank
In the absence of certain real-time solutions from Moz the procrastinator turn to other sources.
THE PROCRASTINATOR’S RESOLUTION
@ipullrank
MOZ’S AUDIENCE IS FULL OF PROCRASTINATORS
@ipullrank
RAND SAID IT HIMSELF
@ipullrank
Majestic is rapidly chipping away at Moz’s advantages and solving the procrastinator’s dilemma. Their Search
Flow tool allows users to see a keyword difficulty score for 150 keywords at once.
MOZ’S PROBLEM
Open Apps
Trust Flow
Citation Flow
Search Flow
MozScape API
Domain Authority
Page Authority
Keyword Difficulty
@ipullrank
MOZ’S KEYWORD DIFFICULTY
Moz has the opportunity to continue to lead the pack by improving the keyword difficulty tool.
@ipullrank
The people have wanted a keyword difficulty API for years, but I understand that scraping Google on-demand at
that scale is completely unreasonable.
THE PEOPLE WANT A KEYWORD DIFFICULTY API
@ipullrank
The secret is that it’s underrated because you can only do 5 keywords at a time!
MOZ KNOWS IT’S AWESOME
@ipullrank
With the new funding, users expect Moz to be able to work magic.
USERS EXPECT MORE OF MOZ NOW
@ipullrank
Add batch keyword difficulty to the Mozbar so that any Google scraping is done on the client side.
ADD KEYWORD DIFFICULTY TO THE MOZBAR
@ipullrank
MEASUREMENT PLAN
Make it PRO only feature and measure the effect it has on user churn, account upgrades, mozbar
downloads and links and social shares of the Mozbar download page in context of the user profile
USER CHURN ACCOUNT
UPGRADES
MOZBOARD
DOWNLOADS
LINKS SOCIAL SHARES
@ipullrank
RECAP
You see what I did there?
IDENTIFIED THE NEED
TIED TO REVENUE
TOLD A STORY
OF OVERCOMING THE MONSTER
APPEALED TO
COMPETITIVE SPIRIT
ACT SEVEN MORE TOOLS Here are some more tools that I use
for Content Strategy and Content
Marketing
@ipullrank
SCREAMING FROG + SEO TOOLS FOR EXCEL
For Quantitative Content Auditing I use Screaming Frog (http://www.screamingfrog.co.uk/seo-spider/) and
SEOTools for Excel (http://nielsbosma.se/projects/seotools/) to crawl the site and then pull Social Shares
and analytics numbers.
@ipullrank
YUTONGO
Crowdsource your ideas with Yutongo: http://www.yutongo.com
@ipullrank
MURAL.LY
Plan content visually with your team to easily translate into pitch decks: http://www.mural.ly
@ipullrank
BALSAMIQ
Build WYSIWYG wireframes for you stakeholders to see what you’re saying: http://www.balsamiq.com
@ipullrank
STORYBOARD THAT
Build out compelling storyboards for stakeholders to follow along your ideas visually:
http://www.storyboardthat.com
@ipullrank
TRELLO
Build Sharable and Assignable Content Calendars with Trello: http://www.trello.com
@ipullrank
MORE DATA SOURCES
Incentivize the Opt-In (Communities or Coupons)
Just track the persona
Use the appID Cross Property Cookie and Remarket
I have a half-finished Wordpress plugin. If you’d find that useful tweet at me and let me know.
MARKETING CHARTS
DATAHUB GOOGLE
CONSUMER BAROMETER
GOOGLE PUBLIC DATA
ACT SEVEN THANK YOU / Q&A
Michael King Independent Consultant & Trainer
@iPullRank
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