WHY CONTENT FAILS

• Cookie cutter

• Weak promotions & no interaction between mediums

• Wrong medium

• Low brand correlation

http://orthris.com/consulting-services/content/

WHAT IS CONTENT?

• Content is a consumable item, that comes in all shapes and sizes, with the goals of telling a story by capturing the audience’s attention.

• Content is: video, landing pages, written content, visual content, podcasts, interactive, etc

http://orthris.com/consulting-services/content/

Content is not MEANS TO AN END.

It’s a JOURNEY and DESTINATION for your audience.

http://orthris.com/consulting-services/content/

WHAT SHOULD CONTENT DO

• Rile up emotions in people

• Tell a story

• Provide information that entertains or is interesting

• Meet a goal [lead gen, conversion, visibility, link generation]

• Share data or research

http://orthris.com/consulting-services/content/

No matter the medium: Content needs a PURPOSE.

http://orthris.com/consulting-services/content/

HOW DO I DETERMINE MEDIUMS?

ASK YOURSELF!

• WHO am I targeting (age range, gender, economic status, interests, etc)

• WHAT are they consuming? Online video? Television? Digital publications?

• Go forth and create!

*You can perform internal research with audience members to help determine this [SurveyMonkey]

http://orthris.com/consulting-services/content/

• IDENTIFY YOUR GOALS

• RESEARCH: PERSONAS, AUDIT YOUR COMPETITORS, INTERNAL SURVEYS ETC

• CREATE YOUR STRATEGY & CHOOSE YOUR MEDIUM(S) ACCORDING TO PERSONAS

• TEST 1-2 DIFFERENT TYPES

• MEASURE, MEASURE, MEASURE, MEASURE, MEASURE AGAINST YOUR GOALS

• *PERSONAS: MIKE KING- @ipullrank

http://orthris.com/consulting-services/content/

COMPETITOR YOU/CLIENT

BRAND

AUDIT COMPETITOR’S CONTENT

Audience Overlap = Where the magic happens! (AKA, where data can be found)

http://orthris.com/consulting-services/content/

AUDIT COMPETITOR’S CONTENT

Screaming Frog [to crawl blog for URLs]

• Categorize the different mediums into clusters

• Take those clusters and…

SharedCount [Pull social metrics]MajesticSEO/Similar Tool [Pull organic metrics]

What mediums resonate? What mediums don’t?

http://orthris.com/consulting-services/content/

HISTORY SHOULD STAY HISTORY

WEBSITEBLOG POST

THIRD PARTY PUBLICATION OR WEBSITE

SIMILAR OR SAME

POST

THIRD PARTY PUBLICATION OR WEBSITE

SIMILAR OR SAME

POST

http://orthris.com/consulting-services/content/

CONTENT MEDIUM INTERACTIONS

WEBSITE

THIRD PARTY PUBLICATION OR WEBSITE

SUPPORTING BLOG POST /

VISUAL

THIRD PARTY PUBLICATION OR WEBSITE

STATIC VISUALS

(SLIDESHARE, VISUAL

CARDS, ETC)

VIDEO BLOG POST / TRANSCRIPT

http://orthris.com/consulting-services/content/

CONTENT MEDIUMS

Infographics

• Research heavy content: simplified

• Easy to digest and highly shareable

• NOT everything should be an infographic. Use sparingly and measure performance, distribution, link generation

http://orthris.com/consulting-services/content/

PUPPIES!

http://orthris.com/consulting-services/content/

UGC (USER GENERATED CONTENT)

• Great for extra, fresh content that involves your audience or customers.

• Sculpt continually to make sure UGC that isn’t generating traffic isn’t indexed in the SERPs.

• Pack [Newsletters, Photo Feeds]

http://orthris.com/consulting-services/content/

VIDEO/INFLUENCER COLLAB

“While almost all online adults age 18-29 (95%) and most of those age 30-49 (87%) watch and/or download online videos, that figure drops to 58% among adults online age 50 and older.” – Pew research study

http://orthris.com/consulting-services/content/

VIDEO/INFLUENCER COLLAB

(Brand: GoPro)

• “Sharing” audiences for possible loyalty transference.

• Reaching millennials [hardest group to target]

• Short (5-15 seconds) vs. Extended (5-7 minutes)

• Vine / Instagram / YouTube

http://orthris.com/consulting-services/content/

REPURPOSING ARTICLES

• Pull metrics, identify what articles performed best (on site and off site)

• Repurpose into mediums that reach your intended demographic

• Repurpose into slideshares, infographics, videos, etc. for distribution.

[Buzzfeed]http://orthris.com/consulting-services/content/

WEBINARS

• Great for promotional & non-promotional content

• Repurpose into Slideshare

• Take Q&A

• Brand visibility and authority in the space

• Email Capture

http://orthris.com/consulting-services/content/

WHITE PAPERS

• Deep research with internal sources and external sources.

• Promotional (ie: research related to product)• Non-promotional (ie: industry research)

http://orthris.com/consulting-services/content/

TRENDING CONTENT

Owdy.Co:

Network developed.

• Trending Content is NOT for everyone.

• Virality and visibility

• Must be industry relevant

http://orthris.com/consulting-services/content/

E-BOOKS

• In-Depth Guides• Multiple content pieces

formed into a narrative• Graphics heavy• Research intensive• Great for harvesting

emails

http://orthris.com/consulting-services/content/

INTERACTIVE PIECES

• Interactive pieces engage and are great for educational type content, or complicated data

http://orthris.com/consulting-services/content/

CAMPAIGN EXAMPLES

IRON MAN

AUDI’S COBRAND WITH MARVEL [IRON MAN]

• Comic book & storyline• Landing page• Co-promoted R8 and Movie Release• Data/Email Capture

http://orthris.com/consulting-services/content/

MARKETING AUTOMATION COMPANY

• GOAL: Email capture via eBook downloads• Infographic, Written Posts, Ebook

EBOOK

MARKETING AUTOMATION

WEBSITE

IG ON THIRD

PARTY SITE

POST ON THIRD PARTY SITE

POST PART 1

ON BLOG

POST PART 2

ON BLOG

Visual Cards

(Quotes)

http://orthris.com/consulting-services/content/

PORNHUB

• Promote brand in an acceptable way with mainstream publications

• Provide shareable data in the form of graphs and visuals

http://orthris.com/consulting-services/content/

AIRBNB

In-depth Guides• Resourceful• Rankable• Visual

*AirBnB uses local photographers for their content

http://orthris.com/consulting-services/content/

• IDENTIFY YOUR GOALS

• RESEARCH: PERSONAS, AUDIT YOUR COMPETITORS, INTERNAL SURVEYS ETC

• CREATE YOUR STRATEGY & CHOOSE YOUR MEDIUM(S) ACCORDING TO PERSONAS

• TEST 1-2 DIFFERENT TYPES

• MEASURE, MEASURE, MEASURE, MEASURE, MEASURE AGAINST YOUR GOALS

http://orthris.com/consulting-services/content/

LET’S CHAT!

TWITTER: @selenavidya

EMAIL: selena@orthris.com

G PLUS: Gplus.to/selenavidya

LINKEDIN:

Linkedin.com/in/selenavidya

http://orthris.com/consulting-services/content/