Scaling Quality: How to Make Remarkable content at scale for marketing sucess

@iPullRank

Scaling QualityHow to make remarkable content at scale for marketing success

@iPullRank

download this deckhttp://iacq.co/scaling-quality

iacquire.com @iPullRank@iPullRank

So Everybody’s talking about content…

iacquire.com @iPullRank@iPullRankOur audience-focused SEO and Social process leverages data partnerships with Nielsen and Experian in context with Social PPC inventories to build audience and buyer personas that ultimately drive the rest of our solutions.

…And expects this…


…And lots of this…


…Really users react like this…

iacquire.com @iPullRank@iPullRankMost content is not made with a given audience in mind and it falls flat because no one cares.

…and this…


…and this

iacquire.com @iPullRank

Because your content looks like this…Ugh. Make it stop.

WTF

@iPullRankiacquire.com

Seriously In 2013 there is no0000000 excuse for bad contentThere are far too many cost-effective resources out there to settle for bad content

iacquire.com @iPullRank11

there’s more data than ever……on how users think and what they are interested in. Why are we still making so much stuff that no one cares about?


One of seo’s issues is this…

CONTENT STRATEGY“A shared set of goals, guiding principles,

and success metrics that guides the creation, delivery, and governance of content across an organization.”

CONTENT MARKETING“Multichannel custom publishing.”

VS

@halvorson


Content strategy Is the answer

Content Strategy is understanding the who, what, when, why and how of content. Following this process we will build content with an inherent audience, workflow and governance.

@iPullRankiacquire.com 14

Diversify content types

PRESSPRESS

BLOGSBLOGSVIDEOVIDEO

UGCUGC

COMICSCOMICS

PRODUCTSPRODUCTS

PHYSICAL SPACEPHYSICAL SPACE

ADSADS

PHOTOSPHOTOS

INFOGRAPHICSINFOGRAPHICS

SERVICESSERVICES

EVENTSEVENTS

UI ELEMENTSUI ELEMENTS

PDFSPDFSTOOLSTOOLS

APISAPIS

ANIMATIONSANIMATIONS

COMMENTSCOMMENTS

DATADATA

PLATFORMSPLATFORMS

PRINT MATERIALPRINT MATERIALSLIDE DECKSSLIDE DECKS

PLUGINSPLUGINS

TWEETSTWEETS

@iPullRankiacquire.com 15

Focus on the roi

See my mozcon See my mozcon Deck: Deck:

http://iacq.co/YHXlZahttp://iacq.co/YHXlZa

Iacquire.com@iacquir

e

Map content to kpis

The main objective is to show business value, not just like and share counts. We tie our KPIs to and our content the proper phase of the consumer decision journey to show how Social has affected the business goals.

@iPullRank

Content planningTools for a quality strategy

iacquire.com @iPullRank@iPullRankhttp://www.mural.ly

Mural.ly

http://www.mural.ly/

iacquire.com @iPullRank@iPullRankhttp://www.storyboardthat.com

Storyboard that

http://www.storyboardthat.com/

iacquire.com @iPullRank@iPullRankhttp://www.balsamiq.com

balsamiq

http://www.balsamiq.com/

iacquire.com @iPullRank@iPullRankTrello is a free project management software that is perfect for content planning and execution http://www.trello.com

trello

http://www.trello.com/

http://www.trello.com/

iacquire.com @iPullRank@iPullRankUse images, bullets, formatting to capture the attention of more people. Define this structure in your styleguide http://www.seomoz.org/blog/10-super-easy-seo-copywriting-tips-for-link-building

Great content has great structure

http://www.seomoz.org/blog/10-super-easy-seo-copywriting-tips-for-link-building

@iPullRank

Finding Good ideasWays to find things people care about


build personas

At iAcquire our audience-focused SEO and Social process leverages data partnerships with Nielsen and Experian in context with Social PPC inventories to build audience and buyer personas that ultimately drive the rest of our solutions.


followerwonk

iacquire.com @iPullRankUse the word clouds from your followers or a competitor’s to develop co-relevant content ideas. Beware of the small sample size. http://www.followerwonk.com

http://www.followerwonk.com/

http://www.followerwonk.com/


Simplymeasured + tagcrowd

iacquire.com @iPullRankUsing SimplyMeasured’s free follower report with tag crowd gets you insights from a sample size of 10k. http://www.simplymeasured.com + http://www.tagcrowd.com

http://www.simplymeasured.com/


Social trends

iacquire.com @iPullRankBottlenose’s Sonar feature allows you to identify what terms are showing up in social media which allows you to create co-relevant content with built-in audience. http://www.bottlenose.com

http://www.bottlenose.com/

iacquire.com @iPullRank@iPullRankPose and/or identify questions using Question & Answer forum Quora to determine how popular an idea will before putting the effort into creating something.

quora

iacquire.com @iPullRank@iPullRankUse keyword research tools to vet content ideas, they are a direct look into the psyche of the population. http://ubersuggest.org/ http://www.google.com/trends https://adwords.google.com/o/KeywordTool

Keyword research

http://ubersuggest.org/

http://ubersuggest.org/

http://www.google.com/trends



iacquire.com @iPullRank@iPullRankCan’t come up with an idea? Use Yutongo to crowdsource it http://ideation.yutongo.com/

Crowdsource ideas

http://ideation.yutongo.com/

@iPullRank

Data collection sources

There’s way too much data out there…


Surveymonkey Audience

iacquire.com @iPullRankGet custom data right from your audience with SurveyMonkey Audience http://www.surveymonkey.com/audience

http://www.surveymonkey.com/audience


Google consumer surveys

iacquire.com @iPullRankDo the same with Google Consumer Surveys: http://www.google.com/insights/consumersurveys/

http://www.google.com/insights/consumersurveys/


World government data

iacquire.com @iPullRankhttp://www.guardian.co.uk/world-government-data

http://www.guardian.co.uk/world-government-data




Google Public Data

iacquire.com @iPullRankhttp://www.google.com/publicdata/directory

http://www.google.com/publicdata/directory




Marketing charts

iacquire.com @iPullRankMarketing Charts is an interesting site with hundreds of random data points about random things related to marketing http://www.marketingcharts.com/

http://www.marketingcharts.com/


Consumer Barometer

iacquire.com @iPullRankConsumer Barometer is a microsite by Google that features data on consume buying behaviors http://www.consumerbarometer.com/

http://www.consumerbarometer.com/


Zanran

iacquire.com @iPullRankZanRan is a search engine for data & stats http://www.zanran.com/

http://www.zanran.com/

@iPullRank

Quality outsourcing

Great resources to get your content made for you


99designs

iacquire.com Get creatives to compete for your business http://www.99designs.com

http://www.99designs.com/


dribbble

iacquire.com Identify Creatives in your area to hire based on the pre-existing work. http://www.dribbble.com

http://www.dribbble.com/


Contently

iacquire.comOrganize high quality writers into a content calendar, manage their pitches and their submissions. http://www.contently.com

http://www.contently.com/


PlagTracker

iacquire.com Check if the article submissions are original or not http://www.plagtracker.com

http://www.plagtracker.com/


grammarly

iacquire.com Check the grammar of article submissions at scale http://www.grammar.ly

http://www.grammar.ly/


Example outsource workflow

iacquire.com

@iPullRank

Tools for quality content

You can do it yourself


Can you write?


Can you make a Can you make a spreadsheet? spreadsheet?


Can you upload pictures?


Then you can make great content yourself


Infogr.am

iacquire.comhttp://www.infogr.am

http://www.infogr.am/


piktochart

iacquire.comhttp://www.piktochart.com

http://www.piktochart.com/


Google fusion tables

iacquire.comhttp://www.google.com/drive/apps.html#fusiontables

http://www.google.com/drive/apps.html%23fusiontables

iacquire.com @iPullRank

iChartsMake charts and infographcis from google docshttp://www.icharts.com

http://www.icharts.com/


Dipity

iacquire.comhttp://www.dipity.com

http://www.dipity.com/


pressbooks

iacquire.comhttp://www.pressbooks.com

http://www.pressbooks.com/


storybird

iacquire.comhttp://www.storybird.com

http://www.storybird.com/


kuler

iacquire.comhttp://kuler.adobe.com

http://kuler.adobe.com/


Adobe edgefonts

iacquire.comhttps://edgewebfonts.adobe.com/

https://edgewebfonts.adobe.com/


Example in-house workflow

iacquire.com

@iPullRank

Let’s do an exampleWe’re going interactive now!


Crowd participation section

iacquire.com

@iPullRank

Making a scroller in 5 minutes

Being creative is actually not that hard at all


You should learn to codeThere’s plenty of resources out there to learn HTML, CSS and JavaScript at the minimum. Learning minimal code opens up possibilities to make anything you want. Here’s an example…


Make/procure an image


Save as .svg


Use the link setting


Put skrollr in your html

Download Skrollr: https://github.com/Prinzhorn/skrollr

https://github.com/Prinzhorn/skrollr

https://github.com/Prinzhorn/skrollr


Open your .svg file

Vector coordinatesIn this file Adobe Illustrator has generated the path coordinates needed for the path-based scroller we are building.


Add the css to path tagscss style attributeThis style attribute was predefined in the example code. I’m using it here to show easy it is to make something cool.


You now have a path drawing scroller

@iPullRank

Wrapping upA word from my sponsor


we do all of this at iacquireI direct Marketing and Digital Strategy at iAcquire. Content Strategy and building quality content at scale is what we do.

iacquire.com 74

@iPullRank

Coming soonClearVoice is a new product from iAcquire for connecting high quality content creators and a publishers at scale. Your one stop for amazing content. http://www.clearvoice.com to find out more.


I’m out!

@iPullRank

wwww.iacquire.com

Thank you / Q&A

Scaling Quality: How to Make Remarkable content at scale for marketing sucess

Technology

Transcript of Scaling Quality: How to Make Remarkable content at scale for marketing sucess