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Michael King
Director of Inbound Marketing
iAcquire
@ipullrank




2012 Enterprise Network Annual Conference
DOWNLOAD THIS DECK




         http://bit.ly/active-ipullrank




                                          @ipullrank
….
….
….




     @ipullrank
How is your so-
….   called “content”
     gonna make us
         money?
….
….




YOUR TEAM MAY DRIVE
YOU TO DRINK
…AND YOU MIGHT FALL
  FLAT ON YOUR FACE
How can I get
them to buy this
    content
marketing stuff?
….




    …CONTENT MARKETERS
   YOU MUST TAKE A STAND
AND DO REAL COMPANY SH*T
CONTENT MARKETING IS REAL COMPANY SH*T




         @WilReynolds gave a talk at MozCon he said that I inspired called “Real Company Sh*t” check it out:   @ipullrank
         http://bit.ly/UfX9BD
THIS IS NOT REAL COMPANY SH*T




         This is what used to pass for content marketing until Google launched the Panda & Penguin algorithm updates.
                                                                                                                        @ipullrank
THIS IS REAL COMPANY SH*T




         Don’t complain about brands, beat them at their own game with remarkable content.
                                                                                             @ipullrank
REAL BRANDS ARE EMBRACING CONTENT MARKETING




             …but they’ll never
             be as agile as you
                  can be.




         Watch Coca-Cola Content 2020: http://bit.ly/PrTDQy
                                                              @ipullrank
LET’S DO REAL COMPANY SH*T WITH CONTENT MARKETING




         Make sure to follow @wilreynolds and @seerinteractive they are doing great stuff
                                                                                            @ipullrank
ACT ONE
6 LAWS OF EFFECTIVE
CONTENT MARKETING
Follow these six laws and you will
have an effective content marketing
program.
LAW #1 ALWAYS START FROM RESEARCH




         You must understand your market and your audience intimately to do content marketing that works
                                                                                                           @ipullrank
LAW #2 THE FOCUS IS THE STORY




          Tell a compelling story and answer a key issue using your data to drive it home
                                                                                            @ipullrank
LAW #3 TAILOR IT DIRECTLY TO THE AUDIENCE




          Everything you show should address the needs of the audience; answer their questions and become   @ipullrank
          the authority
LAW #4 INVOLVE THE AUDIENCE




         Involve the audience in what you’re creating so they are bought-in before it goes live.
                                                                                                   @ipullrank
LAW #5 IT BETTER BE REMARKABLE




         Remember what you’re competing with and invest in the resources to make your content beautiful,   @ipullrank
         compelling and shareworthy.
LAW #6 TIE EVERYTHING DIRECTLY TO ROI




          Everything you suggest should be directly explained in context of the ROI
                                                                                      @ipullrank
ACTTWO
RESEARCH
Doing research that sticks
like a real company
CONTENT MARKETING PROCESS




 @ipullrank   This closely mirrors the “New SEO Process” http://www.seomoz.org/blog/the-new-seo-process-quit-being-kanye
OPPORTUNITY DISCOVERY




                                                                                      LAND OF OPPORTUNITY




     Opportunity Discovery is the process of understanding the client’s space in context of the business goals to tailor the content strategy
                                                  directly to what they need to accomplish.




 @ipullrank
BUSINESS GOALS ARE PARAMOUNT




                        Understanding and integration of the business objectives
                        throughout the entire process is incredibly important to
                        obtaining buy-in and measuring success. These are critical
                        to the ROI of content marketing.


                        If you’re not speaking in terms of conversion, you will not be
                        speaking much longer.




 @ipullrank
MARKET RESEARCH




      Every marketer should have at least a working knowledge of the space, the company and the audience. At iAcquire we’ve invested
     heavily in the market research capability and we create audience and influencer reports with objectives, personas, customer insights,
                                          market insights, hot topics, key influencers and resources



 @ipullrank
PERSONAS




 PERSONA A                               PERSONA B                                  PERSONA C                                 PERSONA D
DEMOGRAPHICS                            DEMOGRAPHICS                             DEMOGRAPHICS                                DEMOGRAPHICS

 LIFESTYLES                                LIFESTYLES                               LIFESTYLES                                  LIFESTYLES


 USER STORY                               USER STORY                               USER STORY                                  USER STORY


 USER NEEDS                               USER NEEDS                               USER NEEDS                                  USER NEEDS


      Develop four hypothetical representations of people that exist within the online conversation as related to business goals, give them
    stories and attributes to which content will be created. The key is to keep it as relevant and actionable to the content you will be creating
                                                                    as possible



 @ipullrank
QUASI-AD HOC PERSONAS




      I outlined a process in my “Understanding Your Audience Using Social Media” Mozinar about how to use Keyword Research, Social
                                Media and Discussion Search to develop ad hoc personas. http://mz.cm/UfXmVv




 @ipullrank
THE PROBLEM WITH AD HOC PERSONAS




                    While this approach can be very effective
               stakeholders may potentially challenge it because
                  it’s not empirical. However neither is the old
                 method of handing out post-its to stakeholders


 @ipullrank
“A major virtue of personas is the
establishment of empathy and
                      BUT ALWAYS
understanding the individual who uses
the product”         BE READY TO
                        -Donald A. Norman, Nielsen Norman Group



                       DO THIS …
iACQUIRE’S DATA DRIVEN PERSONAS




    At iAcquire we have a data-driven approach starting from Nielsen’s PRIZM segments, layering data from Experian Simmons and finally
    using Social Inventories from Facebook, LinkedIn, YouTube and DoubleClick to develop empirical and social media-relevant personas.




 @ipullrank
INTRODUCING NIELSEN PRIZM




             Nielsen’s PRIZM
            segments all of the
                US into 66
              predetermined
             types or “codes”




         Download this PDF: http://bit.ly/PrTOvb
                                                   @ipullrank
INSTANT PERSONAS FOR LOCAL SEARCH USING PRIZM




         Understand Your Local Audience Now: http://bit.ly/Qeh0uw
                                                                    @ipullrank
EXPERIAN SIMMONS




                                                       AIO CLUSTERS



                  MOSAIC TYPE                         MOSAIC TYPE BY
                    BY URL                               ONLINE
                                                         ACTIVITY


         Simmons Mosaic Types: http://bit.ly/SDKvH1
                                                                       @ipullrank
MOSAIC USA INTERACTIVE GUIDE




         Get free Experian Simmons data by Zip Code: http://bit.ly/R9MzuD
                                                                            @ipullrank
MOSAIC WORD CLOUDS




        Use these to infer attributes of our personas in the user story
                                                                          @ipullrank
THE RESULTING PERSONA




                        @ipullrank
GOOGLE CONSUMER SURVEYS




           Google Consumer
             Surveys infers
           demographic data
           rather than getting
               it explicitly




        Get very targeted Consumer Data: http://bit.ly/La567r
                                                                @ipullrank
GOOGLE CONSUMER SURVEYS STEP BY STEP



                    DEFINE THE                            SPECIFY
                   SURVEY TYPE                           AUDIENCE


                        WRITE
                      QUESTIONS
                                                         GET DATA


         Example from Matt Cutts: http://bit.ly/PJF216
                                                                    @ipullrank
SURVEYMONKEY MARKET RESEARCH SURVEYS




             SurveyMonkey
              gets explicit
           demographic data
           from respondents




        An alternative market research survey source http://svy.mk/PAsjxz
                                                                            @ipullrank
COMPARE PERSONAS IN SEARCH WITH YAHOO CLUES




            Do your personas
            align with Yahoo
               Clues data?




         Leverage Yahoo’s Keyword Demographics: http://clues.yahoo.com
                                                                         @ipullrank
HERE’S A PERSONA WORKSHEET




         Download the Persona Worksheet: http://bit.ly/RAzO7N
                                                                @ipullrank
BUT WHAT ARE OUR
   ….

COMPETITORS DOING?
FACEBOOK RECOMMENDATIONS PLUGIN DEMO




          EXTEND THE BOX
          TO 1000 PIXELS TO
           VIEW 20 PIECES
            OF POPULAR
              CONTENT




        Get a snapshot of a site’s popular content: http://bit.ly/NDO5E4
                                                                           @ipullrank
SOCIAL CRAWLYTICS




            Social Crawlytics
             gives awesome
            graphs of shares
               by network




         Use Social Crawlytics to find out what the best performing content for competitors
                                                                                              @ipullrank
         http://www.socialcrawlytics.com
SOCIAL CRAWLYTICS GIVES SHARE COUNTS BY URL




                                              @ipullrank
DON’T GET STARTED
JUST YET!
ACT TWO
GETTING BUY-IN
Build a list of people that want the
content to effectively prove that
people want it for stakeholder and
user buy-in.
WHAT’S THE BIG IDEA?




    The big idea should thematically govern the content strategy and keep content from being an “isolated incident” by tying everything to an
                                   initiative that fits into the overarching marketing mix and gives creative life




 @ipullrank
THE 7 STORY ARCHETYPES




     Content Marketing is about turning the brand into a storyteller. Tap into the Jungian story archetypes and align
           them with the business to build an effective story. More on story archetypes: http://bit.ly/NBjTVC



 @ipullrank
THE CLIENT-STRATEGIST-AUDIENCE FEEDBACK LOOP




    Content is not a one-way street, but a cyclical process between the client’s goals, the strategist’s ideas and the influencer’s needs. Take
                  your content to the audience before you ever write a word or place a pixel and get their feedback and buy-in.




 @ipullrank
CALL YOUR SHOT




    Using the following tactics find a group of people that will commit to engaging with this content and use that as evidence that the content
                                                 will appeal to the brand’s audience and drive KPIs




 @ipullrank
INTRODUCING AUTHORA




         Find authors and their content by topic and social metrics: http://www.authora.org
                                                                                              @ipullrank
USING AUTHORA




                @ipullrank
GROUPHIGH IS A SIMILAR PRODUCT




         GroupHigh has a bit of a headstart on Authora, but it’s paid: http://www.grouphigh.com
                                                                                                  @ipullrank
USE TOPSY TO FIND INTERESTED PARTIES




          Use Topsy to find people who shared competitor content: http://www.topsy.com
                                                                                         @ipullrank
FOLLOWERWONK, ABOUT.ME, ZERP.LY, FINDPEOPLEONPLUS




         Use the features of your personas (instead of just target keywords) to find people using:
                                                                                                            @ipullrank
         http://www.followerwonk.com , http://about.me, http://zerply.com and http://findpeopleonplus.com
SHARE RATE & SCRAPE RATE




      Determine how far your content will go for a given author by computing the scrape rate and share rate. http://bit.ly/NDObeP (original
                                                    Scrape Rate concept by @pointblankseo)




 @ipullrank
HERE’S AN AUDIENCE WORKSHEET




                Just a little
            something to help
             you keep track of
            and prioritize all of
               those people




         Download the Audience Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Audience-Worksheet.xlsx   @ipullrank
INTRODUCING THE BROKEN LINK INDEX




         Find missing resources by keyword with many links and create better versions:   @ipullrank
         http://www.brokenlinkindex.com
USING THE BROKEN LINK INDEX




         Use the Broken Link Index to prove that content you are looking to create has a built-in audience that   @ipullrank
         will allow you to hit your inbound link KPI.
CONTENT AS A MAXIMUM VIABLE PRODUCT




         Pitch content that supports multiple KPIs and need states within the customer journey as well as keeps   @ipullrank
         the barrier to entry high for the competitors.
YOU ARE NOW READY
TO SHOW WHAT YOU’VE GOT
ACT THREE
MEASUREMENT
Validate what you’ve done through
measurement to show the ROI of
content marketing
THE ROI OF CONTENT MARKETING




        Content is an asset that continues to generate ROI over time at a cost that rapidly diminishes over time. http://bit.ly/OGgN8S




 @ipullrank
CONTENT MARKETING VS. PAID SEARCH




      Content marketing costs between 31% and 41% less than paid search and continues to decrease over time while the price of Paid
                                          Search stays fixed on increases due to competition.




 @ipullrank
THE VALUE INCREASES OVER TIME




       Over time content marketing accrues value drives the cost per lead down considerably while the cost of Paid Search stays fixed.




 @ipullrank
CONSUMER DECISION JOURNEY




          When planning out a content marketing campaign use the consumer decision journey to determine what need state your
                                                   content will specifically speak to.




 @ipullrank
MAPPING KEYWORD RESEARCH


                     [flowers]



     [when do roses bloom]



[what flowers for a first date]



  [buying chrysanthemums]


       [flower a month club]


                 As usual finding the right keywords is important. Mapping them to content, need states and KPIs is paramount to proving
                                                                the success of a campaign




     @ipullrank
TYING CONTENT MARKETING TO THE FUNNEL




    Map the content type directly to the customer decision journey to determine where in the funnel that this content
                                                   will reach the user



 @ipullrank
MEASUREMENT PLANNING




          You will need determine realistic and specific KPIs with regard to where the content is in the funnel and develop reporting
                                                     that speaks to directly to that value.




 @ipullrank
WTF IS SHARE OF VOICE FOR SEARCH?




   Share of Voice (SoV) is a traditional advertising term defined as the percentage of possible positions in a channel occupied. As it pertains
            to the SEO it is the percentage available search volume captured. Use it when explaining the opportunity to non-SEOs.




 @ipullrank
KEYWORD-LEVEL DEMOGRAPHICS




              To date this is the most powerful thing I’ve contributed to the SEO community. Use it! http://mz.cm/UfYicl




 @ipullrank
BENEFITS OF KEYWORD-LEVEL DEMOGRAPHICS




                                                  Just track the persona
                     KEYWORD OWNERSHIP           DYNAMIC TARGETING




                                                              SUBSEQUENT
                  Use the appID Cross Property                CONVERSION
                    KEYWORD ARBITRAGE                          PREDICTION



         This is super powerful stuff!
                                                                            @ipullrank
KEYWORD-LEVEL DEMOGRAPHICS BEST PRACTICES




                       Incentivize the Opt-In                                   Just track the persona
                        (Communities or Coupons)




                Use the appID Cross Property                                     Cookie and Remarket




        I have a half-finished Wordpress plugin. If you’d find that useful tweet at me and let me know.
                                                                                                          @ipullrank
MAP SITE PROFILES TO CONVERSIONS




         Does your site require some sort of profile? Tie the fields of that profile to measurement.
                                                                                                       @ipullrank
USERREPORT.COM




        Survey your users for free and get their demographic data into GA: http://www.userreports.com
                                                                                                        @ipullrank
CHANGING KEYWORD DEMOGRAPHICS AS A KPI




         The goal of your campaign can be to change the type of people searching for a given keyword   @ipullrank
MEASUREMENT HAS NEVER BEEN MORE ADVANCED




     There are those that don’t understand the ROI of Content Marketing. At this point there it has never been easier to get as granular as
                              you’d like to prove that return on investment. All that is required is proper planning.




 @ipullrank
ACT FOUR
PITCHING INTERNALLY
Content pitches that failed and how to
overcome them
FAIL #1: WEAK PRESENTATION




       A marketer presents the creation of infographics via email and phone, but doesn’t succeed and ultimately the client sees them as
                                                   “complicated” or “expensive” measures.




 @ipullrank
RESOLUTION #1: PRESENT A DECK IN-PERSON




          Your presentation should not be an email or a phone call, it should be an in-person presentation with all the stakeholders.




 @ipullrank
FAIL #2: LEAVING OUT KEY STAKEHOLDERS




    A marketer sells in an idea neglecting to invite key stakeholders only to have that content strategy fall apart once the miss stakeholders
                                                                    review it.




 @ipullrank
RESOLUTION #2: INVITE THEM ALL




       Get all of the key stakeholders on board so you don’t have to repeat steps or risk the engagement falling apart after you believe
                                                              you’re good to go.




 @ipullrank
FAIL #3: NOT SHOWING THE VALUE




       A marketer explains the content strategy using the wrong KPIs and the stakeholders respond that content is “nice to have” not as
                                    beneficial as “bombarding people with 100k email communications.”




 @ipullrank
RESOLUTION #3: BETTER MEASUREMENT PLANNING




              Build your measurement around the business objectives and things that actually show the positive affects of revenue.




 @ipullrank
FAIL #4: RELYING ON TOO MUCH DATA




              A marketer relies heavily on data to make her case and lambasts the regarded accomplishments
                                                   of the key stakeholders.




 @ipullrank
RESOLUTION #4: LET THE STORY DO THE WORK




              Don’t use numbers as a weapon to insult your stakeholders, tell a compelling story using the data as an aside that drive
                                                         the points of ineffectiveness.




 @ipullrank
ACT FIVE
EXAMPLES
13 examples of real companies
performing impressive content
marketing
MOVOTO & REALTOR.COM INFOGRAPHICS




         http://bit.ly/UkA10s
                                    @ipullrank
DELIVER MAGAZINE BY UNITED STATES POSTAL SERVICE




         http://www.delivermagazine.com/
                                               @ipullrank
ECOMAGINATION BY GENERAL ELECTRIC




         http://www.ecomagination.com/
                                         @ipullrank
LIVE BETTER AMERICA BY AMERICA ONLINE




         http://www.livebetteramerica.com/
                                             @ipullrank
PREGNANCY.COM BY JOHNSON & JOHNSON




        http://www.pregnancy.com/
                                     @ipullrank
BEINGGIRL.COM BY TAMPAX




         Does your site require some sort of profile? Tie the fields of that profile to measurement.
                                                                                                       @ipullrank
FITSTUDIO BY SEARS




         http://www.fitstudio.com/
                                     @ipullrank
PETSIDE




          http://www.petside.com
                                   @ipullrank
OPEN FORUM BY AMERICAN EXPRESS




         http://www.openforum.com/
                                     @ipullrank
MINT LIFE BY MINT.COM




          http://www.openforum.com/
                                      @ipullrank
RESPONSIBILITY PROJECT BY LIBERTY MUTUAL




         http://responsibility-project.libertymutual.com/
                                                            @ipullrank
HOME MADE SIMPLE BY PROCTOR & GAMBLE




         http://www.homemadesimple.com/en-us/pages/home.aspx
                                                               @ipullrank
ACT SIX
ACTION ITEMS
What should Real Estate marketers
do with all of this information?
INVEST IN HIGH QUALITY EDITORIAL CONTENT ON YOUR SITE




          Focus on what your audience wants and create remarkable content that speaks to their needs   @ipullrank
PADMAPPER – EMBRACE INNOVATIVE CONTENT




         Don’t be like Craigslist http://bit.ly/MI9GZx support innovators in the space.   @ipullrank
TURN OPEN HOUSES INTO ONLINE EVENTS




         Eliminate the distance between what happens on and offline by turning what you already do into content
                                                                                                                  @ipullrank
GUEST POSTING ON QUALITY WEBSITES




         Wouldn’t you want to steal visitors from Zillow.com?
                                                                @ipullrank
GUEST POST HIGH QUALITY CONTENT




         Spend the time and resources to create evergreen content and place on highly authoritative sites
                                                                                                            @ipullrank
BLOGS
                            TWEETS                   VIDEO
                    ADS                                      UGC

         PLUGINS                                                    COMICS

   COMMENTS                                                           PRODUCTS

 UI ELEMENTS                                                            INFOGRAPHICS

PHOTOS              CONTENT MARKETING                                        SERVICES
                             DIVERSIFY YOUR CONTENT TYPES
ANIMATIONS                                                            PHYSICAL SPACE

  SLIDE DECKS                                                        PRINT MATERIAL

             DATA                                              PRESS

                     APIS                                    PDFS
                              TOOLS                 EVENTS

                                      PLATFORMS                                 @ipullrank
REMEMBER CONTENT MARKETING IS A LONG TERM PLAY




         Be consistent and plan for a long term strategy with key milestones (Image c/o @randfish)
                                                                                                     @ipullrank
MAKE A COMMITMENT TO CONTENT




                               @ipullrank
THANK YOU / Q&A

           MICHAEL KING
           Director of Inbound Marketing

               www.iacquire.com

               mike@iacquire.com

               @iPullRank




                                           @ipullrank

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Content Marketing Like a Real Company

  • 1. Michael King Director of Inbound Marketing iAcquire @ipullrank 2012 Enterprise Network Annual Conference
  • 2. DOWNLOAD THIS DECK http://bit.ly/active-ipullrank @ipullrank
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  • 10. How can I get them to buy this content marketing stuff?
  • 11. …. …CONTENT MARKETERS YOU MUST TAKE A STAND AND DO REAL COMPANY SH*T
  • 12. CONTENT MARKETING IS REAL COMPANY SH*T @WilReynolds gave a talk at MozCon he said that I inspired called “Real Company Sh*t” check it out: @ipullrank http://bit.ly/UfX9BD
  • 13. THIS IS NOT REAL COMPANY SH*T This is what used to pass for content marketing until Google launched the Panda & Penguin algorithm updates. @ipullrank
  • 14. THIS IS REAL COMPANY SH*T Don’t complain about brands, beat them at their own game with remarkable content. @ipullrank
  • 15. REAL BRANDS ARE EMBRACING CONTENT MARKETING …but they’ll never be as agile as you can be. Watch Coca-Cola Content 2020: http://bit.ly/PrTDQy @ipullrank
  • 16. LET’S DO REAL COMPANY SH*T WITH CONTENT MARKETING Make sure to follow @wilreynolds and @seerinteractive they are doing great stuff @ipullrank
  • 17. ACT ONE 6 LAWS OF EFFECTIVE CONTENT MARKETING Follow these six laws and you will have an effective content marketing program.
  • 18. LAW #1 ALWAYS START FROM RESEARCH You must understand your market and your audience intimately to do content marketing that works @ipullrank
  • 19. LAW #2 THE FOCUS IS THE STORY Tell a compelling story and answer a key issue using your data to drive it home @ipullrank
  • 20. LAW #3 TAILOR IT DIRECTLY TO THE AUDIENCE Everything you show should address the needs of the audience; answer their questions and become @ipullrank the authority
  • 21. LAW #4 INVOLVE THE AUDIENCE Involve the audience in what you’re creating so they are bought-in before it goes live. @ipullrank
  • 22. LAW #5 IT BETTER BE REMARKABLE Remember what you’re competing with and invest in the resources to make your content beautiful, @ipullrank compelling and shareworthy.
  • 23. LAW #6 TIE EVERYTHING DIRECTLY TO ROI Everything you suggest should be directly explained in context of the ROI @ipullrank
  • 24. ACTTWO RESEARCH Doing research that sticks like a real company
  • 25. CONTENT MARKETING PROCESS @ipullrank This closely mirrors the “New SEO Process” http://www.seomoz.org/blog/the-new-seo-process-quit-being-kanye
  • 26. OPPORTUNITY DISCOVERY LAND OF OPPORTUNITY Opportunity Discovery is the process of understanding the client’s space in context of the business goals to tailor the content strategy directly to what they need to accomplish. @ipullrank
  • 27. BUSINESS GOALS ARE PARAMOUNT Understanding and integration of the business objectives throughout the entire process is incredibly important to obtaining buy-in and measuring success. These are critical to the ROI of content marketing. If you’re not speaking in terms of conversion, you will not be speaking much longer. @ipullrank
  • 28. MARKET RESEARCH Every marketer should have at least a working knowledge of the space, the company and the audience. At iAcquire we’ve invested heavily in the market research capability and we create audience and influencer reports with objectives, personas, customer insights, market insights, hot topics, key influencers and resources @ipullrank
  • 29. PERSONAS PERSONA A PERSONA B PERSONA C PERSONA D DEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS LIFESTYLES LIFESTYLES LIFESTYLES LIFESTYLES USER STORY USER STORY USER STORY USER STORY USER NEEDS USER NEEDS USER NEEDS USER NEEDS Develop four hypothetical representations of people that exist within the online conversation as related to business goals, give them stories and attributes to which content will be created. The key is to keep it as relevant and actionable to the content you will be creating as possible @ipullrank
  • 30. QUASI-AD HOC PERSONAS I outlined a process in my “Understanding Your Audience Using Social Media” Mozinar about how to use Keyword Research, Social Media and Discussion Search to develop ad hoc personas. http://mz.cm/UfXmVv @ipullrank
  • 31. THE PROBLEM WITH AD HOC PERSONAS While this approach can be very effective stakeholders may potentially challenge it because it’s not empirical. However neither is the old method of handing out post-its to stakeholders @ipullrank
  • 32. “A major virtue of personas is the establishment of empathy and BUT ALWAYS understanding the individual who uses the product” BE READY TO -Donald A. Norman, Nielsen Norman Group DO THIS …
  • 33. iACQUIRE’S DATA DRIVEN PERSONAS At iAcquire we have a data-driven approach starting from Nielsen’s PRIZM segments, layering data from Experian Simmons and finally using Social Inventories from Facebook, LinkedIn, YouTube and DoubleClick to develop empirical and social media-relevant personas. @ipullrank
  • 34. INTRODUCING NIELSEN PRIZM Nielsen’s PRIZM segments all of the US into 66 predetermined types or “codes” Download this PDF: http://bit.ly/PrTOvb @ipullrank
  • 35. INSTANT PERSONAS FOR LOCAL SEARCH USING PRIZM Understand Your Local Audience Now: http://bit.ly/Qeh0uw @ipullrank
  • 36. EXPERIAN SIMMONS AIO CLUSTERS MOSAIC TYPE MOSAIC TYPE BY BY URL ONLINE ACTIVITY Simmons Mosaic Types: http://bit.ly/SDKvH1 @ipullrank
  • 37. MOSAIC USA INTERACTIVE GUIDE Get free Experian Simmons data by Zip Code: http://bit.ly/R9MzuD @ipullrank
  • 38. MOSAIC WORD CLOUDS Use these to infer attributes of our personas in the user story @ipullrank
  • 39. THE RESULTING PERSONA @ipullrank
  • 40. GOOGLE CONSUMER SURVEYS Google Consumer Surveys infers demographic data rather than getting it explicitly Get very targeted Consumer Data: http://bit.ly/La567r @ipullrank
  • 41. GOOGLE CONSUMER SURVEYS STEP BY STEP DEFINE THE SPECIFY SURVEY TYPE AUDIENCE WRITE QUESTIONS GET DATA Example from Matt Cutts: http://bit.ly/PJF216 @ipullrank
  • 42. SURVEYMONKEY MARKET RESEARCH SURVEYS SurveyMonkey gets explicit demographic data from respondents An alternative market research survey source http://svy.mk/PAsjxz @ipullrank
  • 43. COMPARE PERSONAS IN SEARCH WITH YAHOO CLUES Do your personas align with Yahoo Clues data? Leverage Yahoo’s Keyword Demographics: http://clues.yahoo.com @ipullrank
  • 44. HERE’S A PERSONA WORKSHEET Download the Persona Worksheet: http://bit.ly/RAzO7N @ipullrank
  • 45. BUT WHAT ARE OUR …. COMPETITORS DOING?
  • 46. FACEBOOK RECOMMENDATIONS PLUGIN DEMO EXTEND THE BOX TO 1000 PIXELS TO VIEW 20 PIECES OF POPULAR CONTENT Get a snapshot of a site’s popular content: http://bit.ly/NDO5E4 @ipullrank
  • 47. SOCIAL CRAWLYTICS Social Crawlytics gives awesome graphs of shares by network Use Social Crawlytics to find out what the best performing content for competitors @ipullrank http://www.socialcrawlytics.com
  • 48. SOCIAL CRAWLYTICS GIVES SHARE COUNTS BY URL @ipullrank
  • 50. ACT TWO GETTING BUY-IN Build a list of people that want the content to effectively prove that people want it for stakeholder and user buy-in.
  • 51. WHAT’S THE BIG IDEA? The big idea should thematically govern the content strategy and keep content from being an “isolated incident” by tying everything to an initiative that fits into the overarching marketing mix and gives creative life @ipullrank
  • 52. THE 7 STORY ARCHETYPES Content Marketing is about turning the brand into a storyteller. Tap into the Jungian story archetypes and align them with the business to build an effective story. More on story archetypes: http://bit.ly/NBjTVC @ipullrank
  • 53. THE CLIENT-STRATEGIST-AUDIENCE FEEDBACK LOOP Content is not a one-way street, but a cyclical process between the client’s goals, the strategist’s ideas and the influencer’s needs. Take your content to the audience before you ever write a word or place a pixel and get their feedback and buy-in. @ipullrank
  • 54. CALL YOUR SHOT Using the following tactics find a group of people that will commit to engaging with this content and use that as evidence that the content will appeal to the brand’s audience and drive KPIs @ipullrank
  • 55. INTRODUCING AUTHORA Find authors and their content by topic and social metrics: http://www.authora.org @ipullrank
  • 56. USING AUTHORA @ipullrank
  • 57. GROUPHIGH IS A SIMILAR PRODUCT GroupHigh has a bit of a headstart on Authora, but it’s paid: http://www.grouphigh.com @ipullrank
  • 58. USE TOPSY TO FIND INTERESTED PARTIES Use Topsy to find people who shared competitor content: http://www.topsy.com @ipullrank
  • 59. FOLLOWERWONK, ABOUT.ME, ZERP.LY, FINDPEOPLEONPLUS Use the features of your personas (instead of just target keywords) to find people using: @ipullrank http://www.followerwonk.com , http://about.me, http://zerply.com and http://findpeopleonplus.com
  • 60. SHARE RATE & SCRAPE RATE Determine how far your content will go for a given author by computing the scrape rate and share rate. http://bit.ly/NDObeP (original Scrape Rate concept by @pointblankseo) @ipullrank
  • 61. HERE’S AN AUDIENCE WORKSHEET Just a little something to help you keep track of and prioritize all of those people Download the Audience Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Audience-Worksheet.xlsx @ipullrank
  • 62. INTRODUCING THE BROKEN LINK INDEX Find missing resources by keyword with many links and create better versions: @ipullrank http://www.brokenlinkindex.com
  • 63. USING THE BROKEN LINK INDEX Use the Broken Link Index to prove that content you are looking to create has a built-in audience that @ipullrank will allow you to hit your inbound link KPI.
  • 64. CONTENT AS A MAXIMUM VIABLE PRODUCT Pitch content that supports multiple KPIs and need states within the customer journey as well as keeps @ipullrank the barrier to entry high for the competitors.
  • 65. YOU ARE NOW READY TO SHOW WHAT YOU’VE GOT
  • 66. ACT THREE MEASUREMENT Validate what you’ve done through measurement to show the ROI of content marketing
  • 67. THE ROI OF CONTENT MARKETING Content is an asset that continues to generate ROI over time at a cost that rapidly diminishes over time. http://bit.ly/OGgN8S @ipullrank
  • 68. CONTENT MARKETING VS. PAID SEARCH Content marketing costs between 31% and 41% less than paid search and continues to decrease over time while the price of Paid Search stays fixed on increases due to competition. @ipullrank
  • 69. THE VALUE INCREASES OVER TIME Over time content marketing accrues value drives the cost per lead down considerably while the cost of Paid Search stays fixed. @ipullrank
  • 70. CONSUMER DECISION JOURNEY When planning out a content marketing campaign use the consumer decision journey to determine what need state your content will specifically speak to. @ipullrank
  • 71. MAPPING KEYWORD RESEARCH [flowers] [when do roses bloom] [what flowers for a first date] [buying chrysanthemums] [flower a month club] As usual finding the right keywords is important. Mapping them to content, need states and KPIs is paramount to proving the success of a campaign @ipullrank
  • 72. TYING CONTENT MARKETING TO THE FUNNEL Map the content type directly to the customer decision journey to determine where in the funnel that this content will reach the user @ipullrank
  • 73. MEASUREMENT PLANNING You will need determine realistic and specific KPIs with regard to where the content is in the funnel and develop reporting that speaks to directly to that value. @ipullrank
  • 74. WTF IS SHARE OF VOICE FOR SEARCH? Share of Voice (SoV) is a traditional advertising term defined as the percentage of possible positions in a channel occupied. As it pertains to the SEO it is the percentage available search volume captured. Use it when explaining the opportunity to non-SEOs. @ipullrank
  • 75. KEYWORD-LEVEL DEMOGRAPHICS To date this is the most powerful thing I’ve contributed to the SEO community. Use it! http://mz.cm/UfYicl @ipullrank
  • 76. BENEFITS OF KEYWORD-LEVEL DEMOGRAPHICS Just track the persona KEYWORD OWNERSHIP DYNAMIC TARGETING SUBSEQUENT Use the appID Cross Property CONVERSION KEYWORD ARBITRAGE PREDICTION This is super powerful stuff! @ipullrank
  • 77. KEYWORD-LEVEL DEMOGRAPHICS BEST PRACTICES Incentivize the Opt-In Just track the persona (Communities or Coupons) Use the appID Cross Property Cookie and Remarket I have a half-finished Wordpress plugin. If you’d find that useful tweet at me and let me know. @ipullrank
  • 78. MAP SITE PROFILES TO CONVERSIONS Does your site require some sort of profile? Tie the fields of that profile to measurement. @ipullrank
  • 79. USERREPORT.COM Survey your users for free and get their demographic data into GA: http://www.userreports.com @ipullrank
  • 80. CHANGING KEYWORD DEMOGRAPHICS AS A KPI The goal of your campaign can be to change the type of people searching for a given keyword @ipullrank
  • 81. MEASUREMENT HAS NEVER BEEN MORE ADVANCED There are those that don’t understand the ROI of Content Marketing. At this point there it has never been easier to get as granular as you’d like to prove that return on investment. All that is required is proper planning. @ipullrank
  • 82. ACT FOUR PITCHING INTERNALLY Content pitches that failed and how to overcome them
  • 83. FAIL #1: WEAK PRESENTATION A marketer presents the creation of infographics via email and phone, but doesn’t succeed and ultimately the client sees them as “complicated” or “expensive” measures. @ipullrank
  • 84. RESOLUTION #1: PRESENT A DECK IN-PERSON Your presentation should not be an email or a phone call, it should be an in-person presentation with all the stakeholders. @ipullrank
  • 85. FAIL #2: LEAVING OUT KEY STAKEHOLDERS A marketer sells in an idea neglecting to invite key stakeholders only to have that content strategy fall apart once the miss stakeholders review it. @ipullrank
  • 86. RESOLUTION #2: INVITE THEM ALL Get all of the key stakeholders on board so you don’t have to repeat steps or risk the engagement falling apart after you believe you’re good to go. @ipullrank
  • 87. FAIL #3: NOT SHOWING THE VALUE A marketer explains the content strategy using the wrong KPIs and the stakeholders respond that content is “nice to have” not as beneficial as “bombarding people with 100k email communications.” @ipullrank
  • 88. RESOLUTION #3: BETTER MEASUREMENT PLANNING Build your measurement around the business objectives and things that actually show the positive affects of revenue. @ipullrank
  • 89. FAIL #4: RELYING ON TOO MUCH DATA A marketer relies heavily on data to make her case and lambasts the regarded accomplishments of the key stakeholders. @ipullrank
  • 90. RESOLUTION #4: LET THE STORY DO THE WORK Don’t use numbers as a weapon to insult your stakeholders, tell a compelling story using the data as an aside that drive the points of ineffectiveness. @ipullrank
  • 91. ACT FIVE EXAMPLES 13 examples of real companies performing impressive content marketing
  • 92. MOVOTO & REALTOR.COM INFOGRAPHICS http://bit.ly/UkA10s @ipullrank
  • 93. DELIVER MAGAZINE BY UNITED STATES POSTAL SERVICE http://www.delivermagazine.com/ @ipullrank
  • 94. ECOMAGINATION BY GENERAL ELECTRIC http://www.ecomagination.com/ @ipullrank
  • 95. LIVE BETTER AMERICA BY AMERICA ONLINE http://www.livebetteramerica.com/ @ipullrank
  • 96. PREGNANCY.COM BY JOHNSON & JOHNSON http://www.pregnancy.com/ @ipullrank
  • 97. BEINGGIRL.COM BY TAMPAX Does your site require some sort of profile? Tie the fields of that profile to measurement. @ipullrank
  • 98. FITSTUDIO BY SEARS http://www.fitstudio.com/ @ipullrank
  • 99. PETSIDE http://www.petside.com @ipullrank
  • 100. OPEN FORUM BY AMERICAN EXPRESS http://www.openforum.com/ @ipullrank
  • 101. MINT LIFE BY MINT.COM http://www.openforum.com/ @ipullrank
  • 102. RESPONSIBILITY PROJECT BY LIBERTY MUTUAL http://responsibility-project.libertymutual.com/ @ipullrank
  • 103. HOME MADE SIMPLE BY PROCTOR & GAMBLE http://www.homemadesimple.com/en-us/pages/home.aspx @ipullrank
  • 104. ACT SIX ACTION ITEMS What should Real Estate marketers do with all of this information?
  • 105. INVEST IN HIGH QUALITY EDITORIAL CONTENT ON YOUR SITE Focus on what your audience wants and create remarkable content that speaks to their needs @ipullrank
  • 106. PADMAPPER – EMBRACE INNOVATIVE CONTENT Don’t be like Craigslist http://bit.ly/MI9GZx support innovators in the space. @ipullrank
  • 107. TURN OPEN HOUSES INTO ONLINE EVENTS Eliminate the distance between what happens on and offline by turning what you already do into content @ipullrank
  • 108. GUEST POSTING ON QUALITY WEBSITES Wouldn’t you want to steal visitors from Zillow.com? @ipullrank
  • 109. GUEST POST HIGH QUALITY CONTENT Spend the time and resources to create evergreen content and place on highly authoritative sites @ipullrank
  • 110. BLOGS TWEETS VIDEO ADS UGC PLUGINS COMICS COMMENTS PRODUCTS UI ELEMENTS INFOGRAPHICS PHOTOS CONTENT MARKETING SERVICES DIVERSIFY YOUR CONTENT TYPES ANIMATIONS PHYSICAL SPACE SLIDE DECKS PRINT MATERIAL DATA PRESS APIS PDFS TOOLS EVENTS PLATFORMS @ipullrank
  • 111. REMEMBER CONTENT MARKETING IS A LONG TERM PLAY Be consistent and plan for a long term strategy with key milestones (Image c/o @randfish) @ipullrank
  • 112. MAKE A COMMITMENT TO CONTENT @ipullrank
  • 113. THANK YOU / Q&A MICHAEL KING Director of Inbound Marketing www.iacquire.com mike@iacquire.com @iPullRank @ipullrank