mythbusters: content edition
DESCRIPTION
Elle Shelley of Pinball Strategy presents thoughts on Content Strategy and Content Marketing at Digital Summit Phoenix in 2014.TRANSCRIPT
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Our approach &
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Mythbusters: Content Edition
Presented by: Elle Shelley
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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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“Proof of Performance”
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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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Meet Happy
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Our approach &
capabilities
Game Time!
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Myth: In the world of Content, it’s all about engagement.
FALSE!
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Our approach &
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It’s all about …
…Profitable Engagement
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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.
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Our approach &
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But how can I know if I’m just wasting my time?
Metrics, of course!
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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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Myth: If you build it, they will come.
FALSE!
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Our approach &
capabilities
A Content Story
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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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Our approach &
capabilities
The Problem is …
…you don’t know what the
problem is!
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(Those metrics aren’t very helpful … the magic happens in between)
Most companies only track three things
content
traffic
revenue
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Our approach &
capabilities
Let’s steal a page from the
startup playbook
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The Lean Marketing Framework
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Our approach &
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Content is the magic that pulls people through the funnel
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Our approach &
capabilities
Let’s see it in action
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Hi!
Meet Stressfree Recipes
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Our approach &
capabilities
Acquisition: Top o’ the Funnel
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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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Conversation Rate CR = (Total # Comments/Total # Impressions) * 100
(30/2,384) * 100 = 1.58%
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(325/1,411) * 100 = 23%
Amplification Rate AR = (Total # Social Shares/Total # Impressions) * 100
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Our approach &
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How can I Increase Conversation & Amplification Rates?
Find your brand’s Social Currency.
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Social Currency: Tactic to Try
Manifesto Campaign
Defines the “WHY” Visuals + Words
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Social Currency: Tactic to Try
PS: Download your free copy here: ebook.socialwhirled.com
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Social Currency: Tactic to Try
Elle Shelley Founder and Chief Strategy Officer [email protected] @ElleShelley @PinballStrategy
thank you