There Was Content in the Beginning and There Will Be Content in the End
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UNCONFERENCE 2014
description
Dave Snyder's presentation from CopyPress Unconference 2014
Transcript of There Was Content in the Beginning and There Will Be Content in the End
UNCON F E R ENC E
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Agenda for the Day
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Breakfast
Kickoff Dave Snyder CEO, CopyPress
There Was Content in the Beginning and There Will Be Content in the End Dave Snyder CEO, CopyPress
Lunch
How to Create, Curate, and Convert Great Content Joe Sinkwitz CRO, CopyPress
Break
Site or Campaign Review
Cocktail Hour and Networking
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WiFi and Housekeeping
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#CopyPressUT
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There Was Content in the Beginning and There Will Be
Content in the End
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What is CopyPress?
A Marketplace for Custom Content in Multiple Formats
We also have offerings that maximize visibility for content once created.(Native Ads and Publisher Outreach)
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What is CopyPress?
Helping companies scale in multi-format content production (copy, videos, interactive media)
Large scale content creation which is equally difficult to manage
The key difference is our trained and certified creative base, software, and optimized workflows
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Our specialties are
Who Am I?
Working in Online Marketing since 2008+
Former English Teacher+
Before CopyPress I founded several consultancies, and worked with brands like eBay, Disney, Conde Nast, and Intuit
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My specialties lie in: SEO, Content Development (Ideation to Workflows), Content Visibility (I am not a huge fan of buzzwords like content marketing and viral marketing)
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Dave SnyderCEO, CopyPress
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Let’s Start with Some Secrets
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Today You Are Content Murderers 1
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You Kill it Before it Even Has a Chance to Really Live
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Content is a Multi-Level Strategy; Creation Alone is an Action with No Result
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Content Isn’t Hard to Create2
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Content is Everywhere!
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Seriously…
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So Why Our Focus on the Same Old Thing?
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Copy + Link Focus
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Copy + Link Focus = CRAP
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And now they lead to...
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Platforms Killed Content
And Now?
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Content is Killing Platforms
Traffic Over Platform
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COE: Conversions Over Everything!
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Content is a Multi-Level Strategy
Creation alone is an action with no result
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Doing Content Marketing Before it Was Cool
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2008
2014
What’s Different?
Digg, IGs, Reddit, ForumsPersonas, “Power Accounts”, and Gaming
Social Ads, Advertorials, and Native Ads
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What’s the Same?
Awesome Content Wins Awesomely
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Buzzwords
… Fun buzzwords for stuff that we have been doing since the start of the Internet
Content Marketing and Native Ads …
Native Ad Examples from the Past
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Deep history in advertorials dating back to the early 20th century. Magazines are the place with most traditional advertorial examples
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1996 - L INK EXCHANGE >>
SPONSORED POSTS
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Content Marketing from the Past
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History in direct
mailer business, and
traditional sales letter
The Custom Content Council is founded (formerly the Custom Publishing Council)
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Microsoft launches first major corporate blog2004
25% of all marketing spend going to content2010
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E X A M P L E
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E X A M P L E
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E X A M P L E
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E X A M P L E
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E X A M P L E
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E X A M P L E
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E X A M P L E
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NATIVE PAID
CONTENTMARKETING EARNED
Easy Way to Cut It
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Where
NATIVE PAID
CONTENTMARKETING EARNED
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The Market for Custom Content
Production AND Distribution in the
US was $43.9 billion in 2013
This dwarfs the “HOT” Native Ad Space which is estimated to break $3 billion in spend by 2015
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How it Shakes Out
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Content is the Key…… and Everyone Keeps Forgetting It
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What Makes Content Great?
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...being able to properly regulate one’s emotions. It is a complex process that involves the initiating, inhibiting, or modulating the following aspects of functioning
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InitiationPoint Thoughts Feelings
ActionsResult
Emotional Self Regulation
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Joy + Interest
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The Who of Content
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The Who of Content
How We Scaled Creativity
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Some Numbers
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CopyPress first started hiring writers in 2009
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2009 200
Then in November of Last Year…
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You can setup your own membership based community using WordPress+
Where you can learn…
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And certify…
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We use ClassMarker.com for multiple choice exams and simple form submission for practical exams
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Amazing Growth!
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This morning we had..
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7991 community users
+ 1210 identify themselves as designers
+2738 of these identify themselves as writers
+ We have had just under 2500 tests taken through the portal
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Here is how you can do it…
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Driving ConversionBased Traffic
+ Quality Control+HR Protocol + Payment Management
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Driving Conversion Based Traffic(Writers)
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Craigslist.org
Content Writer Job (LinkedIn)
Freelance Writers (LinkedIn)
bloggingpro.com/jobs/
Copywriting & Copyediting (LinkedIn)
freelanced.com
allfreelancewriting.com
Copywriters (LinkedIn)
Freelance Writers Inc. (LinkedIn)
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freelancejobopenings.com
guru.com
Simply Hired
freelancewritinggigs.com
linked Writers (LinkedIn)
The Freelance Writers Connection (LinkedIn)
freelancewriting.com
ifreelance.com
Suite101.com Writers Community (LinkedIn)
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Driving Conversion Based Traffic(Writers)
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Writers and Bloggers (LinkedIn)
http://london.craigslist.co.uk
uk.gigajob.com
http://jobs.problogger.net/
http://www.writewords.org.uk
elance.com
Writing Jobs (LinkedIn)
gumtree.com
indeed.com
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sunoasis.com
http://www.wahm.com/jobs.html
http://journalismjobs.com/post_job_new.cfm
http://sunoasisjobs.jobamatic.com/a/jbb/find-jobs
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Driving Conversion Based Traffic(Designers)
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Behance (http://www.behance.net/joblist)
AIGA Design Jobs (http://designjobs.aiga.org/public/jobs_browse.asp)
Authentic Jobs http://www.authenticjobs.com/
Craigslist
Coroflot http://www.coroflot.com/jobs#state=0&
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Driving Conversion Based Traffic
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Optimized Content around topics creatives are looking for, especially as it relates to monetizing their talent
Contributing as a writer to publications that target creatives
Active Twitter and Facebook accounts
Targeting specific creatives that meet channel based needs
The real key for our success this year was setting up a platform that allowed us to collect creative information easily and easily work them into joining our ongoing workforce.
TLDR – A longer conversion funnel with a secondary conversion is key to growing out a huge creative force.
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HR Protocol
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This is one of the biggest things you will underestimate.Here is what you need:
W9s
Employment Contract Specific language about ownership of intellectual property and its use
Secure payment information collection
Handbook outlining what your standards as a company are, and what they can expect if they do not meet those standards.
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HR Protocol
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Our ProcessOnce they have been certified we send them an email with a link to our creative application (You can set this up via Google Forms)
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HR Protocol
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Our ProcessOnce the application is completed we utilize echosign to get all documents filled out and digitally signed. (http://echosign.com)
We then store all information in our software with the writers’ details
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Quality Control
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Keeping out the cheaters!
Utilize CopyScape
We have built a crawl against Google’s index as well
We have also built an internal database crawl
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Quality Control
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Grading System Be willing to cut creatives based on
bad performance, but have a system
built to help develop them before
simply dismissing them
Layer your grading
InternalExternal
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Payment Management
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Payment Processing is ToughNeed a system for automatically tallying content payouts based on type and length etc.
Must be able to assign those payments in your bookkeeping software for easy 1099 record keeping
Must then have ACH provider for automated payments, plus account for others that want alternative payments. (We don’t deal with tough countries, but some may)
Pay on time - We have had issues
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$50,000 a month in content payments on average – we split it into two dates to mitigate issues with cashflow, but this is always tough
