big content case study - how small teams can do big things (herdtracker) #etea14
DESCRIPTION
In this presentation I explain the basics of Big Content to an audience of tourism companies looking to improve their online marketing efforts. I make the case for use Big Content as a cost effective marketing strategy, and present the HerdTracker case study - showing how a small marketing + dev team can do big things.TRANSCRIPT
#BigContent!How small teams can do big things.
Slides are available !for download
bit.ly/bigcontent-herdtracker
Photo: http://www.careerpoint-solutions.com/celebrities-taking-part-in-tusker-twende-kazi-named/
What is Big Content?
Big Content
Big!Data
Content Marketing
Big!Data
Content Marketing
Big Content:!!
A data-driven approach to content marketing.
Photo: http://stock-clip.com/video-footage/binary+code/2
Big Content:!!
A data-driven approach to content marketing.
Photo: http://en.wikipedia.org/wiki/Data-driven_journalism
Big!Data
Content Marketing
Running a blog
Videos
Infographics
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TV Shows
Inflight Magazine
Art
http://www.slideshare.net/randfish/why-content-marketing-fails!Rand Fishkin @randfish
Big Content examples
Big!Data
Content Marketing
2-3 examples should go here
ocearch.org
Photo: http://animals.nationalgeographic.com/animals/photos/great-white-sharks/
2-3 examples should go here
“Big Content requires significant time and resources”
http://www.convinceandconvert.com/content-marketing/3-strategies-to-make-big-content-work-for-your-brand/!Matthew Gratt
“Content gets big via its amplification … across multiple channels, devices and platforms.”!!
http://www.fastcompany.com/3008494/big-data-comes-big-content!Steve Kerho
“Big Content Breaks Moulds”!!
“Big Content Can Be Small”
http://moz.com/blog/why-big-content-is-worth-the-risk/!Dr. Peter J. Meyers @dr_pete
“Purposefully designed!Evergreen or Cyclical!Interactive!Interesting to most people!Very useful to your audience”
@andrevankets #ETEA 2014
“Big Content = Big Effort”
@andrevankets #ETEA 2014
Why Big Content?
SEO doesn’t work like it used to
Same tactics, fading results
1/7
SEO done wrong, is risky
Google penalty
2/7
Big Content introduces your!brand to press and media
3/7
Barrier to !entry for others in your niche
5/7
Photo: http://syacartoonist.com/entry-barrier
You will be seen as an!authority.
6/7
It’s free.!!
!
!
!
!
!
!
7/7
Photo: http://funnypicturesplus.com/free-hugs-or-deluxe-hugs.html
7/7
It’s free.!!
Not really.!!
!
!
!
!
It’s free.!!
Not really.!!
!
Creation = $!Distribution = FREE!!
?
What Big Content is.!!
Why it’s worth doing.
How do we create Big Content?
Introduce HerdTracker
http://www.enca.com/herdtracker-helps-visitors-track-wilderbeest-migration
159 updates!78 with photos!23 with video
Since launch April 2014
#1!Know your purpose!
#2!Set your objectives!
1. Newsworthy!2. East Africa!3. Benefit all tourism stakeholders!4. Inexpensive to build!5. Create a community / start a movement!6. Traffic!7. Sales
Goal Measurable
Something newsworthy # Web and print!mentions + links
East Africa # Content partners
Benefit all tourism stakeholders Supoprt from all stakeholder types
supportInexpensive to build Under budget !
On time
Create a community / start a movement Social following &!Content contributers
Traffic # Unique visitors, ConvRate, BounceRate
Sales # Leads!$$$
http://en.wikipedia.org/wiki/SMART_criteria
#3!Brainstorming and coming up with “the idea”
Photo: http://www.thomsonsafaris.com/blog/tag/safari-guide/
Migration: “Where” + “When”
#4!Validate your idea(s)!
2-3 examples should go here
Photo: http://animalssafairs.blogspot.com/2012/08/the-amazing-great-wildebeest-migration.html
#5!Gather your data + build.
#6!Launch!
http://www.alexsingleton.com/the-pr-masterclass/!Alex Singleton @alexsingletonuk
Photo: http://m.event.net.vn/pr-va-vai-tro-cua-pr-trong-khung-hoang-81544.htm
55 Web articles!12 Print articles!1 Primetime TV feature
Media Coverage
24,536 Website visits!586 Email subscribers!490 Twitter followers!Dozens of safari enquiries!A few safari bookings
Traffic, Commuinty, Leads, Sales
2.1k Facebook!489 Tweets!9 Google+
Social media
#7!Nurture your partners.!Keep creating opportunities.
http://www.ted.com/talks/derek_sivers_how_to_start_a_movement
#1 Purpose
#2 Goals
#3 Ideas!
#4 Validate
#5 Gather Data
#6 Launch#7 Nurture
What next for HerdTracker?
100% coverage!!
Rainfall and burning data!!
Traveller sightings!!
Historic migration data
More DATA
More social integration!!
More recognition for contributors!!
Smartphone app!!
HerdTracker brand
Marketing
Scheduled “HerdTracker Safaris”!!
Last minute availability and bookings!!
Travel
Travel
Big Content
Big!Data
Content Marketing
Travel!Trade
Travellers
Eco-system
WIN
Win - Win - Win
Resources
1. http://www.slideshare.net/randfish/why-content-marketing-fails!!2. http://www.convinceandconvert.com/content-marketing/3-strategies-to-make-big-
content-work-for-your-brand/!!3. http://www.fastcompany.com/3008494/big-data-comes-big-content!!4. http://moz.com/blog/why-big-content-is-worth-the-risk/!!5. http://en.wikipedia.org/wiki/SMART_criteria!!6. http://www.amazon.com/Made-Stick-ideas-others-unstuck/dp/009950569X!!7. http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action!!8. http://www.alexsingleton.com/the-pr-masterclass/
bit.ly/bigcontent-herdtracker
@andrevankets!!
Thank you