iDate 2012 - Down Under

CONTENT MARKETING
Building Better Relationships and
Natural Link Love

RED BULL EVENTS

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Amnesia Razorfish | iDate 2012 01

RED BULL – THE RED BULLETIN
• It’s important to consider content consumption
beyond the desktop. Understand that while not
everyone has resources to produce a monthly
magazine in multiple languages, what could
you do?

• Consider starting with a bi-annual or quarterly
magazine and save costs by publishing it
digitally.

• Also drive up subscriptions by starting the
publication off with a low or free price supported
by non-competitive advertising and then
evaluate pricing structure once you have an
audience.

https://itunes.apple.com/au/app/the-red-bulletin/id428495907
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2

RED BULL – STRATOS JUMP
• 708,445 Fans on Facebook
• 1.236 Million talking about it
• 50% of worldwide trending Topics on Twitter
• 8 million streamed the jump live on YouTube
• 151,000 results in Google News
• 107,000 results in YouTube
• Jump re-broadcasted several times across
almost every TV network globally
• Single image shown was seen on imgur.com
1.1 million times in 36 hours

http://imgur.com/r/funny/Cv42k
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NIKE – RESEARCH INTO OBESITY
• 265 Links from 89 Domains
• 10562 Facebook Likes/Shares
• 607 Tweets
• 139 Linkedin Shares
• 7 Delicious Bookmarks

http://nikeinc.com/news/designed-to-move
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MINT – PERSONAL FINANCE BLOG
• 12,008 Links from 486 Domains
• 76 Tweets
• 18 Google+
• 49 Pins

http://www.mint.com/blog/
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TRAVELPOD – FLASH MAP GAME
• 8,716 Links from 809 Domains
• 49,305 Facebook Likes/Shares
• 864 Tweets
• 45 Google+
• 69 Pins

http://www.travelpod.com/traveler-iq
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AMEX – OPEN FORUM
• 28,175 Links from 2,419 Domains
• 589 Tweets
• 110 Google+
• 10 Pins

http://www.openforum.com/
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SEOMOZ – OPEN YOUR DATA SETS
• 1174 Tweets
• 623 Google+
• 1 Delicious Bookmark

http://mozcast.com/
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SIMPLY BUSINESS – INFOGRAPHIC
• 1569 Tweets
• 517 Google+
• 185 Pinterest
• 180 Delicious Bookmark

http://www.simplybusiness.co.uk/microsites/guide-to-social-media-success/
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COCA-COLA 2020 VISION
• Great Content Takes Resources (Time & Effort)
• Great Content Breaks the Mold
• Great Content Doesn't Have to Be Big
• Great Content Has Longevity (People come
back)
• Great Content is a great barrier to entry
(Competitive Advantage)
• Great Content Drives Bigger Ideas (MozCast)

http://www.thecoca-colacompany.com/investors/pdfs/2020_vision.pdf
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FUND ACADEMIC RESEARCH
• Essex University psychologist researcher
Andrew Przybylski found “just seeing a cell
phone is bad for your relationship”.
• Around 3,110 websites referenced his research
paper.

http://www.essex.ac.uk/psychology/department/people/Przybylski.html
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HALO4 - PRODUCE A SHORT TV SERIES

5x20 minute weekly episodes
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WHAT ARE THE DATING ODDS?

http://piktochart.com
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CONTENT MARKETING TYPES

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CONTENT MARKETING MATRIX
• Entertain your audience around your brand
• Inspire people to engage with your brands
• Educate people about your products & services
• Convince people your brand is awesome!

http://www.smartinsights.com/wp-content/uploads/2012/05/content-matrix.jpg
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CONTENT MARKETING MATRIX
Content Tactic Budget Example
Articles Offpage Low-Med Worst Places for First Dates
Branded Videos Offpage Med Dress Code Tips for Dating
Calculators OffPage Low-Med How likely are you to…
Case Studies Content Med-High Successful Marriages
Celebrity Endorsement OffPage Med-High Famous Singles?
Checklist OffPage Low-Med Tips for picking a romantic restaurant
Community Forums Offpage Low-Med Dating Advice
Competitions Social & SEO Low Worst Dating Stories
Data Sheet Content Low OKTrends
Demo Videos Content Med How to setup your profile
eBooks Offpage Med Choosing a Red Wine
eNews Email Low Monthly Resturant Guides
Games Social & SEO Med-High Pimp your apartment
Guides OffPage Med Changes in Dating Habits
Infographics OffPage Low-Med More Dangerous than online dating
Interactive Demos OffPage Med FloodSmart.gov
Press Releases OffPage Low PRWeb & Newswire
Product Features Content Low Most Popular Profile Items
Quizzes Social Low What annoys you?
Ratings Content Low Venues/Attractions
Reviews OffPage Low-Med ProductReview.com.au
Trend Reports OffPage Low-Med Costs of a first date?
Viral Offpage Low-Med Zombie Dating
Webinars OffPage Med How to find a suitable partner
White Papers Offpage Med-High Melbourne Dating Scene
Widgets Offpage Low-Med Dating Suitability
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CONTENT BASED ON PERSONAS

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THINK ABOUT YOUR AUDIENCE

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CONTENT TOPIC IDEAS

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CATCH BREAKING NEWS EARLY
• Setup automatic alerts for specific
topics or news items.

• You can tailor based on type of content

• Beware of being overwhelmed and
ignoring your alerts

• You are not the only one doing this but
if you move quick you can get the first
mover advantage

http://www.google.com.au/alerts
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WHAT MIGHT BE MAKING NEWS
• Sometimes this data can be delayed
but is useful for planning what topics
spiked previously at key points in the
year

• Can give you insights into what
related terms you might be missing

• Can give you insights on if you need
to tailor content to geographic areas

http://www.google.com.au/trends/
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WHAT’S POPULAR OR VIRAL
• The advantage is that you can tailor
the content to your purposes.

• You can follow particular topics

• If gives you insights on how many
people are following each topic

• It also gives you an idea of what is
popular, what is being liked, shared
or getting the most comments

http://www.linkedin.com/today/
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WHAT’S BEING SHARED SOCIALLY
• While it’s mostly a platform for
building a follower based on Twitter it
does have good insight into what’s is
good to share

• You can create your own newsletters
to track what competitors or your
affiliates are sharing on social

• There are also staff picked
newsletters that offer some insight
Follow the ones with the
into their higher quality
most views and look for
staff picks!
• There are also extra benefits within
the editor field if you Paper.li is good
enough to be picked by staff

http://paper.li/
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WHAT PEOPLE ARE ASKING
• To get the most out of Quora you
should be engaging with the
community, following questions and
adding your insights

• It’s fairly easy to quickly build up a
list of potential topics people have
asked on Quora

• Consider the answers as potential
insights for your content piece and
identify experts that you can reach
out to for your piece

• Understand what questions are
getting the most responses and
how you could produce a piece of
content around that topic

http://www.quora.com/
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WHAT IS ALREADY OUT THERE
• There are a number of free platforms
that allow you to quickly gain insights
from multiple platforms at once

• There are limitations around long
tail, obscure and technical terms

• It’s a quick way to get some instant
insight into what topic titles you can
use as a seed list

• The downside is there is no context
around the suggestions offered

http://soovle.com/
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SEARCH MULTIPLE MEDIA PLATFORMS
• If you are producing topic around new
areas or breaking news items,
multiple media items can help form
insight quickly

• It’s also a good way to understand
what types of content is being
shared/pushed around your topic or
themes

• You can also identify key content
partners that might be able to assist
you

• These are also quick ways to track
negative press and understand what
is being shared

http://www.spezify.com/
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SOFTWARE ASSISTANCE
• Another great paid tool for being
lists of potential topics at scale

• My best success with this platform
was producing 1 article topic that
accounted for 15% of the websites
entire organic traffic

• You need to be focused and cull
any topics that are just too far off
brand

• They do have a new feature of
click to order a specific post on
that topic

http://www.hittail.com/
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SOFTWARE ASSISTANCE
• If you are using a WordPress
platform for your blog/site then you
can get some help with scaling your
content marketing by using specific
software plugins.

• There are limits to what it can do
but it can do a lot of the heavy lifting
for many businesses.

http://bit.ly/ScribeiDate2012
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CONTENT CURATING

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CONTENT CURATING
• These platforms can be used for
curating of all the content found
online.

• They also help structure and direct
what to do with all that content.

• These platforms also allow for
media items to be added to give
context

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SCHEDULE YOUR CONTENT
• Once you understand how much
content you are needing to produce
start to schedule the work across
your teams.

• Also consider the path an article
must travel from brain storming to
creation to being published.

• Be flexible on processes and review
to reduce roadblocks if you are
slipping behind on delivery.

https://contently.com/
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TRACK & MEASURE YOUR CONTENT

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TRACK CONTENT MARKETING
• Creation Metrics - Traffic, Sources, Social Shares
• Manager Metrics - Signups, Conversion %, CPL, Awareness, Marketshare
• CEO Metrics - ROI, Costs, Revenue

Gauge the overall engagement with your content, but can be harder off-site
but you can look at attribution metrics based on referral touch points. Also
consider automation of tracking your metrics and quarterly reviews and even
update past figures with fresh data for best analysis.

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HOW TO MAKE CONTENT MARKETING WORK
1. Increase Customer Retention & Increase Lifetime Value
2. Reduce Customer Service Costs, Reduce CPL
3. Increase Site Traffic, More Signups

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FIND CONTENT GAPS & WHAT'S WORKING
• Focus on content that drives highest amount of quality traffic
• Focus on Consistent Topics/Themes
• Implement those learning's in new content
• Analyse paths to purchase what are challenges content can solve?
What pieces help customers towards the end of the signup process?
Customer service feedback notes?
• Track SEO traffic, inbound referrals, most downloaded/shared content

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FIND ONLINE INFLUENCERS

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MEASURE SUCCESS OF CONTENT
• Google+ has a great feature for
understanding how your content
might have gone viral but also
who are the key influences your
want to engage with to get that
reach.

• The problem with Ripples is they
under report as they only show
what content has been shared
publically not within their circles.

http://support.google.com/plus/bin/answer.py?hl=en&answer=1713320
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REACH THAT ZERO MOMENT OF TRUTH
• Touch point between advert and actual
purchase "includes research process
online looking for reviews and coupons“.

• Google points out average shopper uses
10.7 sources of information before making
a purchase, how many pieces of content
do you have out there?

http://www.zeromomentoftruth.com/
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HAVE SOME FUN WITH CONTENT!
• Understand your audience but also how it
suits content syndication channels. This
example is a bit of fun but the type of
content that goes viral on social media.

• The downside to this content is you can’t
easily find the original creator and footer
notes for authorship are easily removed
when people are seeding your content
across social media channels.

• Consider using recognisable colour
schemes, characters or icon graphics
when creating this type of content.

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CONSIDER MEDIA CONSUMPTION
• It’s typically important at a high level to
understand the different content pieces
and when they might be consumed.

• Understand when planning your content
where particular pieces might fit into these
consumption periods.

• This also highlights the importance of
using multiple content types to reach your
audience and build your brand.

http://www.wired.com/culture/lifestyle/magazine/17-08/by_media_diet
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REACH DISTRACTION CHANNELS
• Understand how your content is being
syndicated to ensure it is reaching the right
distraction point.

• Also consider how you can develop
content to reach particular points of
distraction and how you can extend the
distraction beyond a casual glance to
engagement.

http://www.informationisbeautiful.net/visualizations/the-hierarchy-of-digital-distractions/
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SAFE GUARD YOUR CONTENT

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PROTECT YOUR CONTENT!
• While Panda algorithm updates has taken a
chunk out of the value of scraped content,
it’s still important to understand the scale of
the theft and who is the culprits.

• Often it may just be a minor infringement by
one of your partners or an affiliate but it can
be an opportunity to request a link as
original creator of the content.

• You can also use platforms like Copyscape
to understand what content is popular and
adjust your content marketing calendar to
produce more items around those topics.

• This is also important to understand if you
are extensively using guest posts,
sponsored posts or digital PR.

http://copyscape.com/
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WHO LIKES YOUR IMAGES?
• Google Image search is a quick way to do
this but for a detailed report, TinEye is one
of the leading platforms for finding who is
using your images.

• This is key for understanding which of your
affiliates might be pushing the envelope
too far or who is claiming credit for your
awesome infographic without giving credit.

• They also offer an API if you are trying to
deduplicate member profile photos
automatically.

http://www.tineye.com/
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SHARE YOUR CONTENT

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UNDERSTAND SOCIAL SHARING PATH
• This is important when trying to push
content to the largest possible audience,
but also worthwhile understanding when
looking for fresh content ideas on what is
currently gaining traction via social
platforms.

• It’s important to test these paths and see
what suits your audience best and
highlights the problem with posting the
same content at the same time to multiple
channels.

http://www.ngonlinenews.com/news/the-journey-of-a-tweet/
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WHAT WORKS ON FACEBOOK?
• It’s important if you are producing content
you consider tailoring to the platform,
typically images and video significantly out
perform text status updates.

• Also put any items via the mum test (would
you send this to your mum) before posting
to your fan page.

• Also if a posted content item provokes a
negative response consider taking it down
asap and quickly post a status update
about the removed content item and why it
was removed.

http://www.knallgrau.at/facebookcontentstudie
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SYNDICATION OF CONTENT

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WHO TO WATCH?

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BRANDS TO WATCH

http://marketeer.kapost.com/2012/03/the-content-marketeer-50-brands-to-watch-in-2012/
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v
Email: enquires@amnesia.com.au | Tel: +61 (2) 9380 9317
6/28 Freshwater Place, Southbank, Melbourne VIC 3068
Bond 3, 30 Windmill Street,Millers Point NSW 2000

iDate 2012 - Down Under

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