mythbusters: content edition

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1 pinballstrategy.com @pinballstrategy #DSP14 Our approach & capabilities Mythbusters: Content Edition Presented by: Elle Shelley

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Elle Shelley of Pinball Strategy presents thoughts on Content Strategy and Content Marketing at Digital Summit Phoenix in 2014.

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Page 1: Mythbusters: Content Edition

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pinballstrategy.com @pinballstrategy #DSP14

Our approach &

capabilities

Mythbusters: Content Edition

Presented by: Elle Shelley

Page 2: Mythbusters: Content Edition

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pinballstrategy.com @pinballstrategy #DSP14

Hi!

Things my Mom wants you to know

•  Graduated (with honors!) from ASU W.P. School of Business •  Founder + Chief Strategy Officer of Pinball Strategy •  Launched seven startups within the last two years •  Hablo Español •  Classically-trained violinist

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pinballstrategy.com @pinballstrategy #DSP14

“Proof of Performance”

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pinballstrategy.com @pinballstrategy #DSP14

Hi!

Things I want you to know

•  I love startups! •  I want this to be fun and interactive •  I have the world’s cutest dog

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pinballstrategy.com @pinballstrategy #DSP14

Meet Happy

Page 6: Mythbusters: Content Edition

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pinballstrategy.com @pinballstrategy #DSP14

Our approach &

capabilities

Game Time!

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pinballstrategy.com @pinballstrategy #DSP14

Myth: In the world of Content, it’s all about engagement.

FALSE!

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pinballstrategy.com @pinballstrategy #DSP14

Our approach &

capabilities

It’s all about …

…Profitable Engagement

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pinballstrategy.com @pinballstrategy #DSP14

Hi!

What’s the Difference?

Conversations -> Conversions If you are engaging MORE with random people than your target audience, you are wasting your time.

It’s kinda like talking to yourself.

Page 10: Mythbusters: Content Edition

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pinballstrategy.com @pinballstrategy #DSP14

Our approach &

capabilities

But how can I know if I’m just wasting my time?

Metrics, of course!

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pinballstrategy.com @pinballstrategy #DSP14

Hi!

Correlate the Data 1. Average Time on site 2. Goal Conversions

These two metrics should be positively correlated. In other words, as the average time on site increases, goal conversions should increase as well.  

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pinballstrategy.com @pinballstrategy #DSP14

Myth: If you build it, they will come.

FALSE!

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pinballstrategy.com @pinballstrategy #DSP14

Our approach &

capabilities

A Content Story

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pinballstrategy.com @pinballstrategy #DSP14

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pinballstrategy.com @pinballstrategy #DSP14

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pinballstrategy.com @pinballstrategy #DSP14

Our approach &

capabilities

How did this happen when I have such great content?

Your content is not your problem,

my friend.

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pinballstrategy.com @pinballstrategy #DSP14

Our approach &

capabilities

The Problem is …

…you don’t know what the

problem is!

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pinballstrategy.com @pinballstrategy #DSP14

(Those metrics aren’t very helpful … the magic happens in between)

Most companies only track three things

content

traffic

revenue

Page 23: Mythbusters: Content Edition

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pinballstrategy.com @pinballstrategy #DSP14

Our approach &

capabilities

Let’s steal a page from the

startup playbook

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pinballstrategy.com @pinballstrategy #DSP14

The Lean Marketing Framework

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pinballstrategy.com @pinballstrategy #DSP14

Our approach &

capabilities

Content is the magic that pulls people through the funnel

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pinballstrategy.com @pinballstrategy #DSP14

Our approach &

capabilities

Let’s see it in action

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pinballstrategy.com @pinballstrategy #DSP14

Hi!

Meet Stressfree Recipes

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pinballstrategy.com @pinballstrategy #DSP14

Our approach &

capabilities

Acquisition: Top o’ the Funnel

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pinballstrategy.com @pinballstrategy #DSP14

Hi!

Take it from the Top Two Key Metrics to Measure: •  Conversation Rate (CR)

•  CR = (Total # Comments/Total # Impressions) * 100

•  Amplification Rate (AR) •  AR = (Total # Social Shares/Total # Impressions) * 100

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pinballstrategy.com @pinballstrategy #DSP14

Conversation Rate CR = (Total # Comments/Total # Impressions) * 100

(30/2,384) * 100 = 1.58%

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pinballstrategy.com @pinballstrategy #DSP14

(325/1,411) * 100 = 23%

Amplification Rate AR = (Total # Social Shares/Total # Impressions) * 100

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pinballstrategy.com @pinballstrategy #DSP14

Our approach &

capabilities

How can I Increase Conversation & Amplification Rates?

Find your brand’s Social Currency.

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pinballstrategy.com @pinballstrategy #DSP14

Social Currency: Tactic to Try

Manifesto Campaign

Defines the “WHY” Visuals + Words

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pinballstrategy.com @pinballstrategy #DSP14

Social Currency: Tactic to Try

             

     PS: Download your free copy here: ebook.socialwhirled.com

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Social Currency: Tactic to Try

Page 36: Mythbusters: Content Edition

Elle Shelley Founder and Chief Strategy Officer [email protected] @ElleShelley @PinballStrategy

thank you