The "New" Killer Content

A case study of MCLA.us for SMX East 2012, telling the story of our "killer" content: how monitoring basic analytics and trends drove the generation of great new content, increased social sharing of links, and lengthened average time on site. Predicating what your users want to see and delivering unique content to fulfill that want is basic philosophy that can work for nearly any industry.

Transcript

1. MCLA.us Will Duderstadt - @willduder Will Duderstadt MCLA.us Duke of Data @willduder 1 The New “Killer” Content
2. MCLA.us Will Duderstadt - @willduder About Will Duderstadt 2 5 years at Apple, Inc. Marketing Manager at Home Builder Magazine acquired by InsideLacrosse (an ESPN affiliate) Duke of Data at MCLA.us
3. MCLA.us Will Duderstadt - @willduder About The MCLA 3 National organization of non-NCAA, college lacrosse programs Over 210 Teams in 2 Divisions 6,500 Players & 20,000+ Alumni 1,600 Games per Season
4. MCLA.us Will Duderstadt - @willduder About The MCLA 4
5. MCLA.us Will Duderstadt - @willduder 5 AWARENESS ecommerce lead generation conversion MCLA.us Mission
6. MCLA.us Will Duderstadt - @willduder Case Study 6
7. MCLA.us Will Duderstadt - @willduder MCLA.us 2008 7 Less than 2 million pageviews Approx 500 pages crawled
8. MCLA.us Will Duderstadt - @willduder MCLA.us Today 8 20 million pageviews per season 4.3 million API requests 3.1 million pageviews in iPhone App 75,000+ YouTube Views 130,000+ pages crawled
9. MCLA.us Will Duderstadt - @willduder 9 PreGame Content
10. MCLA.us Will Duderstadt - @willduder The “Old” Method 10
11. MCLA.us Will Duderstadt - @willduder Our Goal 11 Capture traffic leading up to game Appear in search sooner A real reason for social sharing The “hype factor” for casual fans
12. MCLA.us Will Duderstadt - @willduder Existing Content 12
13. MCLA.us Will Duderstadt - @willduder The “New” Method 13
14. MCLA.us Will Duderstadt - @willduder Success! 14 3-7 Days of additional traffic per game Social sharing act as “invite” to game Tool to increase attendance to games
15. MCLA.us Will Duderstadt - @willduder 15 Player Content
16. MCLA.us Will Duderstadt - @willduder The “Old” Method 16
17. MCLA.us Will Duderstadt - @willduder The “Old” Method 17
18. MCLA.us Will Duderstadt - @willduder Our Goal 18 Deliver current info for player names Capture organic “Vanity Searches” Create summary for easy sharing
19. MCLA.us Will Duderstadt - @willduder Existing Content 19
20. MCLA.us Will Duderstadt - @willduder The “New” Method 20
21. MCLA.us Will Duderstadt - @willduder Success! 21 Incremental +750k pageviews Drove Facebook / Twitter referrals (12%) Published 24,000 pages +2k pages per season +700 pages w/ Coaches
22. MCLA.us Will Duderstadt - @willduder Success! 22
23. MCLA.us Will Duderstadt - @willduder Coming Soon 23
24. MCLA.us Will Duderstadt - @willduder Actionable Items 24 Predicate what users want to see: Where else do your users visit? What aren’t you telling them? Simplify, Summarize & Supplement Capitalize on “Vanity Search”
25. MCLA.us Will Duderstadt - @willduder Will Duderstadt MCLA.us Duke of Data @willduder 25