Content Marketing Challenge - Expanding Mediums Beyond the Written Word

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


Content is not MEANS TO AN END.

It’s a JOURNEY and DESTINATION for your audience.


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


No matter the medium: Content needs a PURPOSE.


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]


• 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


COMPETITOR YOU/CLIENT

BRAND

AUDIT COMPETITOR’S CONTENT

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


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?


HISTORY SHOULD STAY HISTORY

WEBSITEBLOG POST

THIRD PARTY PUBLICATION OR WEBSITE

SIMILAR OR SAME

POST


SIMILAR OR SAME

POST


CONTENT MEDIUM INTERACTIONS

WEBSITE


SUPPORTING BLOG POST /

VISUAL


STATIC VISUALS

(SLIDESHARE, VISUAL

CARDS, ETC)

VIDEO BLOG POST / TRANSCRIPT


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


PUPPIES!


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]


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


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


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


WHITE PAPERS

• Deep research with internal sources and external sources.

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


TRENDING CONTENT

Owdy.Co:

Network developed.

• Trending Content is NOT for everyone.

• Virality and visibility

• Must be industry relevant


E-BOOKS

• In-Depth Guides• Multiple content pieces

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

emails


INTERACTIVE PIECES

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


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


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)


PORNHUB

• Promote brand in an acceptable way with mainstream publications

• Provide shareable data in the form of graphs and visuals


AIRBNB

In-depth Guides• Resourceful• Rankable• Visual

*AirBnB uses local photographers for their 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


LET’S CHAT!

TWITTER: @selenavidya

EMAIL: [email protected]

G PLUS: Gplus.to/selenavidya

LINKEDIN:

Linkedin.com/in/selenavidya


Content Marketing Challenge - Expanding Mediums Beyond the Written Word

Marketing

Transcript of Content Marketing Challenge - Expanding Mediums Beyond the Written Word