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We only ever hear about successful content strategies, but sometimes it takes a lot of bumps and heartache to reach the top. Adria will share real content strategy projects that failed and provide tips for not following in the same steps.
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Finding Success After Defeat: Lessons from the Front Line
Adria SaracinoHead of Content Strategy, Distilled
@adriasaracino | #LavaCon
DOWNLOAD THIS DECK:BIT.LY/ADRIALAVACON
@adriasaracino | #LavaCon
I work at Distilled.
I wanted to be a journalist.
I did a brief stint in graphic design.
@adriasaracino | #LavaCon
total visits: 322K
social shares: 3,300
@adriasaracino | #LavaCon
total visits: 1.8M
social shares: 110K
@adriasaracino | #LavaCon
coverage: 8
social shares: 34
@adriasaracino | #LavaCon
coverage: 11
social shares: 90
@adriasaracino | #LavaCon
@adriasaracino | #LavaCon
image credit
35 WAYS TO MAKE YOUR CONTENT MARKETING EFFORTS SUCCESSFUL
@adriasaracino | #LavaCon
AKA ALL THE WAYS I’VE F*CKED UP
@adriasaracino | #LavaCon
Research Plan
Analyze Create
Distribute
@adriasaracino | #LavaCon
Research Plan
Analyze Create
Distribute
@adriasaracino | #LavaCon
coverage: 8
social shares: 34
@adriasaracino | #LavaCon
@adriasaracino | #LavaCon
Badges improve customer trustsource
@adriasaracino | #LavaCon
Badges may improve customer trustsource
Winner, winner, chicken dinner
@adriasaracino | #LavaCon
Long landing pages are hot right nowsource
@adriasaracino | #LavaCon
Long landing pages are an optionsource
@adriasaracino | #LavaCon
We know our customers!
@adriasaracino | #LavaCon
We may know our customers,
but likely not fully
@adriasaracino | #LavaCon
Smart questions now = future successsource
@adriasaracino | #LavaCon
We all know “personas” are importantimage credit
@adriasaracino | #LavaCon
But we’re missing some piecesimage credit
Where does Timo hang?
What content does he share?
Who influences him?
@adriasaracino | #LavaCon
* all logos click to company site
1. Use tools to analyze your audience
@adriasaracino | #LavaCon
* all logos click to company site
1. Use tools to analyze your audience
@adriasaracino | #LavaCon
resource
2. Find influential customers
@adriasaracino | #LavaCon
resource | resource
3. Discover what they read and share
@adriasaracino | #LavaCon
resource | resource
3. Discover what they read and share
FREAKONOMICS, MARKETINGLAND, HBR, FIVETHIRTYEIGHT
0
20
40
60
80 TOP 10 MOST SHARED DOMAINS
@adriasaracino | #LavaCon
resource | resource
3. Discover what they read and share
@adriasaracino | #LavaCon
resource | image credit
4. Discover their broader interests
What our customers need
What our competitors offer
What we offer
@adriasaracino | #LavaCon
5. Don’t forget the other two pillars
@adriasaracino | #LavaCon
image credit
Not convinced?
@adriasaracino | #LavaCon
image credit
Not convinced?
Can get you out of a “boring industry”
@adriasaracino | #LavaCon
Not convinced?
Can get you out of a “boring industry”
@adriasaracino | #LavaCon
total visits: 2.8M
total social shares: 720Korganic traffic: +45%
retention: +30%
Research Plan
Analyze Create
Distribute
@adriasaracino | #LavaCon
@adriasaracino | #LavaCon
coverage: 29
social shares: 177
@adriasaracino | #LavaCon
6. Align content with appropriate goals
@adriasaracino | #LavaCon
6. Align content with appropriate goals
@adriasaracino | #LavaCon
7. Track the right goals
source | resource | resource
(not necessarily pages/visit & bounce)
@adriasaracino | #LavaCon
8. Mine for conflictsource | image credit
@adriasaracino | #LavaCon
9. Stimulate brainstormingimage credit
@adriasaracino | #LavaCon
9. Stimulate brainstormingsource | image credit
@adriasaracino | #LavaCon
9. Stimulate brainstormingsource | image credit
30-second rounds writing as many answers as possible to a single question
• What do [X] care about?• What do homeowners
struggle with?
@adriasaracino | #LavaCon
10. Keep brainstorms structuredresource
@adriasaracino | #LavaCon
11. Don’t get hung up on “different”image credit
@adriasaracino | #LavaCon
12. Do feasibility checks upfront
SEEMED LIKE A GOOD IDEA AT THE TIME
image credit
Research Plan
Analyze Create
Distribute
@adriasaracino | #LavaCon
DOWNLOAD THIS DECK TOO:BIT.LY/MARKSEARCHLOVE
@adriasaracino | #LavaCon
@adriasaracino | #LavaCon
coverage: 11
social shares: 168
@adriasaracino | #LavaCon
image credit
13. Make sure content is a SUCCES
SimpleUnexpectedConcreteCredibleEmotionalStory
@adriasaracino | #LavaCon
SimpleUnexpectedConcreteCredibleEmotionalStory
13. Make sure content is a SUCCESimage credit
@adriasaracino | #LavaCon
SimpleUnexpectedConcreteCredibleEmotionalStory
13. Make sure content is a SUCCESimage credit
@adriasaracino | #LavaCon
SimpleUnexpectedConcreteCredibleEmotionalStory
13. Make sure content is a SUCCESimage credit
@adriasaracino | #LavaCon
SimpleUnexpectedConcreteCredibleEmotionalStory
13. Make sure content is a SUCCESimage credit
@adriasaracino | #LavaCon
SimpleUnexpectedConcreteCredibleEmotionalStory
13. Make sure content is a SUCCESimage credit
@adriasaracino | #LavaCon
SimpleUnexpectedConcreteCredibleEmotionalStory
13. Make sure content is a SUCCESimage credit
@adriasaracino | #LavaCon
14. Do user testing early
SimpleUnexpectedConcreteCredibleEmotionalStory
image credit
@adriasaracino | #LavaCon
15. Ask the people in charge of promo
@adriasaracino | #LavaCon
WEEKLY BRAINSTORM(best on Fridays; vet on the spot)
ASSIGN / WRITE, BRIEF, & SCHEDULE
(1 week turnaround; shoot for 5 a week)
BRIEF & BEGIN DESIGN(create or curate creative assets while
content is being written)
EDITING ROUNDS(ideally limit to 2 max, 2-3 day turnaround)
CONFIRM LAUNCH DATE(if possible, schedule it for auto publish)
REVIEW DESIGN (ideally limit to 2 max)
FINALIZE DESIGN(if possible, complete in 2 weeks)
PUBLISH & PROMOTE(social, PR, email, & paid advertising)
START OF WEEK 1
START OF WEEK 2
END OF WEEK 2
16. Create a clear process
Research Plan
Analyze Create
Distribute
@adriasaracino | #LavaCon
coverage: 11
social shares: 90
@adriasaracino | #LavaCon
emails sent: 99
distribution methods: 1
@adriasaracino | #LavaCon
Content is king…“@adriasaracino | #LavaCon
Content is king…but distribution is queenand she wears the pants.“ ”– Jonathan Perelman, Buzzfeed
@adriasaracino | #LavaCon
@adriasaracino | #LavaCon
image credit
@adriasaracino | #LavaCon
PPC
review sites
publishers
website
emails
social media
word of mouth
billboards
TV
books
theaters
blogs
in-store displays
@adriasaracino | #LavaCon
PPC
review sites
publishers
website
emails
social media
word of mouth
billboards
TV
books
theaters
blogs
in-store displays
OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
@adriasaracino | #LavaCon
PPC
review sites
publishers
website
emails
social media
word of mouth
billboards
TV
books
theaters
blogs
in-store displays
DOWNLOAD THIS DECK TOO:BIT.LY/ADRIASEARCHLOVESD
@adriasaracino | #LavaCon
@adriasaracino | #LavaCon
OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
group 1: owned media
@adriasaracino | #LavaCon
source
@adriasaracino | #LavaCon
17. Use tools to split test headlinesresource
@adriasaracino | #LavaCon
18. Setup retargeting cookiesimage credit | resource
@adriasaracino | #LavaCon
19. Apply dynamic retargeting to emailresource | resource
@adriasaracino | #LavaCon
OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
group 2: paid media
@adriasaracino | #LavaCon
Remember retargeting cookies?image credit
@adriasaracino | #LavaCon
20. Use custom lists to target
image credit | resource
users who completed a certain action
@adriasaracino | #LavaCon
21. Use custom combo lists to
image credit | resource
target users who visited specific pages
@adriasaracino | #LavaCon
image credit
22. Embrace Facebook’s creepiness
@adriasaracino | #LavaCon
resource | resource | resource
23. Create custom & lookalike audiences
@adriasaracino | #LavaCon
24. Target users with related content
@adriasaracino | #LavaCon
25. Find similar lists via MailChimpresource
@adriasaracino | #LavaCon
26. Setup retargeting pixel on blogsimage credit
@adriasaracino | #LavaCon
27. Use content distribution platforms
* all logos link to company site
@adriasaracino | #LavaCon
28. Keep an eye on Googlesource
?
@adriasaracino | #LavaCon
OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
group 3: earned media
@adriasaracino | #LavaCon
29. Find writers who can amplifysource
1
2
3
@adriasaracino | #LavaCon
30. Find bloggers that follow yousource
@adriasaracino | #LavaCon
BY ALL MEANS
TELL ME MORE ABOUT THE CONTENT YOUR COMPANY CREATED
image credit
@adriasaracino | #LavaCon
source
@adriasaracino | #LavaCon
source
@adriasaracino | #LavaCon
image credit
@adriasaracino | #LavaCon
image credit
@adriasaracino | #LavaCon
image credit
image credit
@adriasaracino | #LavaCon
image credit
?image credit
@adriasaracino | #LavaCon
SPENDS WEEKS TRACKING YOU DOWN
THEN CALLS IT SERENDIPITY.
image credit
@adriasaracino | #LavaCon
OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
Outreach on steroids
@adriasaracino | #LavaCon
31. Target editors via LinkedIn paid adsresource
@adriasaracino | #LavaCon
31. Target editors via LinkedIn paid adsresource
OWNED MEDIA
EARNEDMEDIA
PAIDMEDIA
@adriasaracino | #LavaCon
Research Plan
Analyze Create
Distribute
@adriasaracino | #LavaCon
total visits: 145K
social shares: 28K
@adriasaracino | #LavaCon
@adriasaracino | #LavaCon
32. Attribute the right success factors
@adriasaracino | #LavaCon
33. Think idea, not format
@adriasaracino | #LavaCon
34. Have realistic expectationssource
@adriasaracino | #LavaCon
source
34. Have realistic expectations
@adriasaracino | #LavaCon
34. Have realistic expectationssource
@adriasaracino | #LavaCon
35. Measure and compare regularly
SO WHAT MAKES CONTENT SUCCESSFUL?
@adriasaracino | #LavaCon
total visits: 322K
social shares: 3,300
@adriasaracino | #LavaCon
total visits: 1.8M
social shares: 110K
@adriasaracino | #LavaCon
@adriasaracino | #LavaCon
It’s a process.
Stalking ResearchingClever positioningUnderstanding goal alignment & trackingConflicting & communicatingEffective brainstormingDouble checking Creating for S.U.C.C.E.S.Multi-channel promotingConstant analyzingWaiting
@adriasaracino | #LavaCon
Sometimes you’ll feel like thisimage credit
@adriasaracino | #LavaCon
But sometimes you’ll feel like thisimage credit
THANK YOU!Adria Saracino
Head of Content Strategy, Distilled
@adriasaracino | #LavaCon