Mark Johnstone, Britt Klontz and Kyra Kuik - Creating a Framework for Content Marketing Campaigns

Transcript

1. Creating a framework for content marketing
2. Example 1
5. HOW MUCH DOES SALARY REALLY AFFECT YOUR HAPPINESS?
6. WHO ARE THE HAPPY OUTLIERS?
8. Example 2
10. how many photos how many photos - Google Search how many photos are uploaded to facebook every day how many photos are uploaded to instagram every day how many photos can 32gb hold how many photos can 2gb hold how many photos is 1gb
17. 5,000 FB likes 3,500 tweets 168 Linking Root domains
18. Example 3
22. DATA FORMAT TOPIC
24. Ensuring your ideas are right for your audience The quick and cheap way
25. Step one
26. Conduct a customer survey
27. Process 1. Compile questions in Survey Monkey 2. Send out to current email list 3. Incentivize
28. Make sure you ask about: ▣ Demographics ▣ Hobbies & interests ▣ Specific publications they read
29. Step two
30. Facebook affinity research
31. Start with survey data ▣ Prioritize list of interests from survey ▣ Use Facebook to search for similar interests
33. Categorize results ▣ For the top 10 hobbies from survey, collect top 10-15 page likes ▣ Color code consistent themes
34. Compare related interests Yoga Lululemon Nike Sephora Hair addiction Refinery29 Victoria's Secret Refinery29 Refinery 29 Nike Women Engagement rings Julep 12 Tomatoes Mag The skinny confidential Hair addiction Engagement rings Engagement rings The Color Run Anthropologie First blush Saved by the dress Julep Julep Nike Women Foam Glow 5K Eat Fit Fuel I love cute shoes Hair addiction Covergirl Hair addiction Refinery29 Manicures
35. Compare related interests Yoga Lululemon Nike Sephora Hair addiction Refinery29 Victoria's Secret Refinery29 Refinery 29 Nike Women Engagement rings Julep 12 Tomatoes Mag The skinny confidential Hair addiction Engagement rings Engagement rings The Color Run Anthropologie First blush Saved by the dress Julep Julep Nike Women Foam Glow 5K Eat Fit Fuel I love cute shoes Hair addiction Covergirl Hair addiction Refinery29 Manicures
36. Compare competitors Nissan Leaf Toyota Prius Drinking Music Music Basketball Food iPhone Money Chocolate Cooking Beach iPod Smiling Laptop iPod Soccer Dogs iPhone Rock music
37. ▣ Let these categories influence the ideation process ▣ Don’t rule anything out at this stage
38. Potential customers ▣ Use Facebook Insights to search everyone on Facebook ▣ Filter by demographic data & hobbies ▣ See which pages your potential audience likes
41. Step three
42. Publication research
43. ▣ Sort list of publications taken from your survey from most to least popular Prioritize publications
45. Search relevant content Use Facebook generated hobbies and search publication list
48. Categorize coverage types ▣ Instructive: how-tos, DIY, etc. ▣ Visual: videos, photo stories, slideshows, etc. ▣ News ▣ Data: statistics, surveys, studies ▣ Opinion pieces: reviews
49. Recap At this point you should have: ▣ Survey data: demographics, hobbies, publications ▣ Facebook research: expanded/related interests, publications ▣ Publication research: types of coverage in those niches
53. If you want to be in the media, become media-worthy
54. How do you create PR-shaped content?
55. 1. Invest in data
56. 2. Be Timely
57. 3. Create an emotional connection
58. Discussion time