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Quality Content On Scale

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@staceycav Quality Content On Scale Stacey MacNaught Tecmark


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100+ Years Earlier…


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http://www.viamichelin.co.uk/web/Restaurants


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www.jello.com/recipes


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Quality is assumed


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Over 7 million blog posts per day


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Over 4,800 blog posts per minute


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Competition for audience is tough


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How do we define “quality?”


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“Quality” varies depending on your goals


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Simple Unexpected Concrete Credible Emotional Stories


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Quality doesn’t always mean “pretty.”


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http://www.bbc.co.uk/news/magazine-29570615


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http://www.theguardian.com/sustainable-business/2015/jan/26/artificial-intelligence-davos-humanity-internet-yahoo


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It was not pretty.


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But it was original


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It told a story


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It resonated with people


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The data was credible


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It had a shock factor


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Even my Nan cared.


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221 times a day?! The world’s going to shit


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Sometimes, visuals do matter


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http://www.travelbag.co.uk/a-day-in/dubai/


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The angle was not original


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So the execution had to be


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Essential Elements in Creating Quality Content


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Audience research


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Audience research Competitor research


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Audience research Competitor research Ideation


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Audience research Competitor research Ideation Production


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Audience research Competitor research Ideation Production Promotion


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Audience Research


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Facebook Graph Search Queries for Content Marketers http://www.tecmark.co.uk/facebook-graph-search-queries/


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Google Display Planner


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answerthepublic.com


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Faqfox.com


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http://sonar.bottlenose.com/


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Make the Data Matter


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Competitor Research


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Facebook Pages to Watch


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Topsy (site: search)


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Backlink Analysis Tools Moz Open Site Explorer MajesticSEO


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Mentions Tools Fresh Web Explorer Socialmention.com Google Alerts


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Ideation


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“Nothing is as dangerous as an idea when it’s the only one we have.” -Emile Chartier


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We needed an efficient means of ideas generation #sascon @staceycav


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Where do you look for inspiration on efficiency? #sascon @staceycav


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#sascon @staceycav


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These guys have nailed efficiency #sascon @staceycav


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Introducing Bernd Rohrbach #sascon @staceycav


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And his 6-3-5 method of brainwriting #sascon @staceycav http://blogsession.co.uk/2014/03/635-method-brainwriting/


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108 ideas in 30 minutes #sascon @staceycav


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We developed a tool #sascon @staceycav http://635.tecmark.co.uk/


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#sascon @staceycav


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#sascon @staceycav This took us from not having enough ideas


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#sascon @staceycav To having too many ideas


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#sascon @staceycav (Some people are never happy)


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#sascon @staceycav NUF Testing to ditch the weakest


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#sascon @staceycav Worst Ideas Technique


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Content Production


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Remember – either the angle or the execution should be original


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Acquiring Original Data Through Surveys


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Acquiring Original Data Through FOI


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Build Frameworks for Efficiency


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One Idea. Multiple Assets


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#sascon @staceycav Think multiscreen


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#sascon @staceycav Especially if you’re promoting on social media


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#sascon @staceycav http://www.futurebristol.co.uk/


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#sascon @staceycav OMG SHARE ME!!!!!!!!!


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#sascon @staceycav 80%+ of Twitter traffic is mobile.


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#sascon @staceycav


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Managing Production at Scale


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https://realtimeboard.com/app/


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Content Promotion


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Build it and they will come


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BOLLOCKS.


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Your content is not the Eiffel Tower.


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Put as much into promotion as production


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http://relevance.com/introducing-the-content-promotion-ecosystem/


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Paid promotion is often overlooked


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Sourcing Outreach Targets


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Read these:


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http://blogsession.co.uk/2014/02/freedman-and-fraser-compliance-without-pressure/


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Consider Your Approach Method


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Read this:


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Thank you stacey.macnaught@tecmark.co.uk @staceycav


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