Content is King, Queen and Ace: SMX London - Chris Bennett 97th floor

Content
is
King
Queen
&
Ace
@chrisbennett
SMX London
by
Chris Bennett
97thfloor.com
Wednesday, May 15, 13

25 Employees
9 yrs in Business
Located Near
Salt Lake City, UT
Work with
Medium
to
Enterprise Clients
@97thfloor
Fun Fact! the tallest
building in UT is
32 floor’s

When it comes to content strategy there is no Silver Bullet. Don’t say, “lets try an [insert
type of content] and see how it goes.”

You need a full scale assault! You need to hit it from every angle.

Your site can’t survive off a one hit wonder. Most of us can’t ride the tails of one hit.
Don’t Be a One Hit Wonder!
Fun Fact “ice ice baby”
was the first Hip Hop
Song to Reach #1 on the
Billboard Charts

Hey all press is good press right?
Don’t Be a One Hit Wonder! UK Addition

Rules to Live By

Don’t have one dimensional KPI’s. Successful content strategies are at your core
and are more than just obtaining links or shares.
Don’t Be One Dimensional

Do not disguise your marketing as research
“I hate infographics and you should too” http://cyncerely.com/2012/09/10/i-hate-
infographics-and-you-should-too/

Content is no different.

Content is no different. Side note: Reading “How to win friends and influence people”
should be done at least every couple of years.

Be mad about creating content.
Creating Content

I know content is good when I am upset I didn’t create it first.
http://www.lunametrics.com/blog/2012/11/12/final-social-media-sizing-cheat-sheet/
Crazy Useful

Yay! We created it first.
http://www.formstack.com/the-anatomy-of-a-perfect-landing-page
Crazy Useful

This thing, http://hikingboots.com/appalachian-trail broke StumbleUpon BTW -
http://socialsiteexplorer.com/search/13338
Pretty Useful

Repurposing Content

When you create content think about all the different mediums you can repurpose.
Repurposing Content

When Repurposing content don’t be a Spice Girl!

Next Slide...
When Repurposing content don’t be a Spice Girl!

Re-Purpose your content.This graphic did just alright so we sliced it up...
Repurposing Content

Took 30 mins to slice up for slideshare. Made Top 3 of the day and Top of the Week
http://www.slideshare.net/SoleraNetworks/are-you-a-hackers-target
Repurposing Content

O.C. Tanner helps companies w/over 2,000 employees consistently appreciate and
recognize their workforce. www.octanner.com
Blog Content Case Study

Not a stretch that they recognize cool companies around the world.
Nearly every company on the list shared socially. Total social reach in the Millions.

http://www.octanner.com/blog/2013/01/top-10-coolest-companies-to-work-for-in-
boston/

You don’t always have to come up with new ideas
Beat a Dead Horse

If it works keep doing it again...

http://www.octanner.com/blog/2013/03/the-11-coolest-companies-to-work-
for-in-seattle/

...and again.

http://www.octanner.com/blog/2013/04/top-10-coolest-companies-to-work-
for-in-philadelphia/

Companies have started tweeting in hopes to be on the list one day.

Make Your Content Interactive
Interactive Content is the Future

Case Study in Interactive Content
http://www.desk.com/customer-service/how-to-improve-customer-service

Desk.com, awesome product that is widely used. Wanted a cool interactive way to
explain benefits and really sell the product high in the Funnel.

We created an interactive explainer and the #’s are compelling.

In Analytics the Graphic was Broken into 4 parts. 40% of all traffic (even social) complete
the entire interactive. Remember this information is 100% about Universal Inbox. It is
100% “on brand.”

Avg. Time on Page is 3.2 minutes (that is from all traffic even social).

Interactive can tell a long and complicated story in a more compelling easy to digest
way.

Ranks in Google for phrases like, “How to Improve Customer Service.” The reaction from
search traffic is phenomenal.

Even though it is very much on brand it is still getting a lot of social shares due to cool
and unique factor.

You can put and track actual CTA’s on the graphic page. We track hovers over and clicks
on CTA’s.

One of the most successful pieces of content Mozy has every done. Millions of
page views, received thousands of links andstill gets thousands of uniques a
month. http://mozy.com/blog/misc/how-much-is-a-petabyte/

If it worked as a static graphic redo/update it later as an interactive. This one
is in progress coming soon at www.mozy.com/blog

One of the Coolest Interactive projects to date. Was created 100% for internal company
use.

Project: Take a huge document about how the company is going to adapt to the 25% drop
in head grade at the Kennicott Mines and turn it into interactive content to be displayed
on the company Intranet.

Even Google is getting into interactive content,
http://www.google.com/green/storyofsend/desktop/

Kisstixx built a retargeting list from this graphic of over 30k prospects in one
weekend. http://kisstixx.com/the-science-of-kissing/
Use Creative Content to Build Retargeting lists

Adapt Your Content to it’s Audience

Adapt Your Content to it’s Audience
Pinterest doesn’t respond to Data Viz. DIY, step by step and how are what works.
http://www.dropdowndeals.com/blog/diy-starbucks-holiday-drinks/

or is it...
Remember One Piece of Content is Not a Silver Bullet

http://www.creditloan.com/infographics/obamas-economic-stimulus-plan-mapped-out/

I should probably stop tweeting about my Dislike for Small Business Taxes
But it can get the Leader of the Free World to Follow
You

I’m Coming...

Content is King, Queen and Ace: SMX London - Chris Bennett 97th floor

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Content is King, Queen and Ace: SMX London - Chris Bennett 97th floor