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Visual Content on a Shoestring Budget

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92 Infographics In 12 Months (That’s 1.8 a week!) KAIZEN


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£250 Average Production Cost KAIZEN


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44 Referring Domains http://www.coolblades.co.uk/hub/face-shape/ KAIZEN


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28 Referring Domains (So far) https://www.twolittlefleas.co.uk/greetings/ KAIZEN


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KAIZEN


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WHERE WE’VE GOT LINKS IN THE PAST YEAR KAIZEN


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KAIZEN


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Content Marketing on a Shoestring Budget KAIZEN


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PETE CAMPBELL / KAIZEN •  Founder / Managing Director •  Kaizen is a team Content Marketing & Technical SEO specialists •  “Rising Star of the Year” (Travolution Awards) •  6+ Years in Agency & In-House Roles •  Built first website at 11 •  Ran several high-traffic video gaming sites •  Proud owner of a Game Boy Colour KAIZEN


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THE CONTENT MARKETING DREAM Audience & Competitor Analysis Content Calendar Pitch Cat-Themed Infographic Production Signoff The ‘BIG’ Launch Blogger & Journalist Outreach ????? Earns 1 Million Links KAIZEN


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WHAT REALLY HAPPENS Audience & Competitor Analysis “Why do we need creative content?” Content Framework / Calendar “How is this relevant to us?” Pitch Cat-Themed Infographic “How will cat pictures help rankings?” Production “Make the logo pop more, needs branding” Signoff “Sandra in accounts wants the text bigger” The ‘BIG’ Launch “How many links will this get us?” Blogger & Journalist Outreach “That’s the PR agency’s job. No Thanks” ????? “Can you make it go viral. K thx bye” Earns 1 Million Links “Awesome! Let’s try a Zombie Infographic” KAIZEN


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KAIZEN


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CLIENT: “WHY DO WE NEED CREATIVE CONTENT?” YOUR ANSWER: “BECAUSE YOUR MAIN COMPETITOR IS KICKING YOUR ASS WITH IT” MAIN COMPETITOR CLIENT http://www.semrush.com/ - Organic Competitor Report KAIZEN


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CLIENT: “WHY DO WE NEED CREATIVE CONTENT?” YOUR ANSWER: “BECAUSE YOUR MAIN COMPETITOR IS KICKING YOUR ASS WITH IT” KAIZEN


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CLIENT: “WHY DO WE NEED CREATIVE CONTENT?” YOUR ANSWER: “BECAUSE YOUR MAIN COMPETITOR IS KICKING YOUR ASS WITH IT” CLIENT     http://www.semrush.com/ - Domain vs Domain Report KAIZEN


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KAIZEN


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CLIENT: “WE DON’T HAVE THE BUDGET” KAIZEN


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YOUR SOLUTION – CONTENT CURATION 4 CURATED CONTENT FORMATS Listicles AKA “Buzzfeed” Mindmaps Flowcharts DIY Infographics http://ww.piktochart.com 1.  Curate the most relevant information about a topic into one single location. 2.  Add your own unique spin e.g. design, opinion, interactivity 3.  Do it right and you’ll end up creating something of real added value KAIZEN


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LISTICLES (OR VIDEO PLAYLISTS) 15 Referring Domains https://www.twolittlefleas.co.uk/amazingmarriage-proposals/ KAIZEN


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MINDMAPS 15 Referring Domains https://www.choice-loans.co.uk/bitcoin KAIZEN


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FLOWCHARTS (Brand New!) http://www.physiocomestoyou.co.uk/massage/ KAIZEN


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DIY INFOGRAPHICS 17 Referring Domains http://www.traveloutthere.com/books/ KAIZEN


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OUR CONTENT MARKETING PROCESS INPUTS Audience & Competitor Analysis ! Content Framework OUTPUTS Objectives, Loves & Hates Idea Generation Production Outreach 3-6-5 Brainwriting & Idea Filtering Static / Interactive Content Journalist Pitches ! Target Sites & Opportunities KAIZEN


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AUDIENCE & COMPETITOR ANALYSIS KAIZEN


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YOUR CONTENT FRAMEWORK TARGET CUSTOMER VALUES & EMOTIONS •  Aged 25-45 •  80% Female •  They also play the lottery, buy scratch cards and enter social competitions. •  Employed (low end wages), unemployed or stay at home parents •  Likely to have children •  •  •  •  •  TARGET PUBLICATIONS (TIER 1) UPCOMING HOOKS (AUTUMN/WINTER) •  •  •  •  •  •  •  Daily Star The Express Digital Spy Gawker Sky Mashable OK! / Hello •  •  •  •  Aspirational Big dreamers Fun & laughter Excitement & pure bliss Friendship & family Halloween Christmas Barbie Doll Day Chips Day •  •  •  •  TOWIE Cereal Day X Factor Made in Chelsea KAIZEN


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FACT-FINDING KAIZEN


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ASK YOUR CLIENT THESE 6 QUESTIONS 1.  Who is a typical customer? (LOL HAI, A/S/L?) 2.  What do they love / hate about your product? 3.  What stops them from buying your product? 4.  What emotions do they associate with your product? 5.  What magazines & websites do they read? 6.  What else are they interested in? KAIZEN


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DECIDING TOPIC & THEMES KAIZEN


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1) USE BUZZSUMO TO FIND MOST SHARED CONTENT IN YOUR NICHE http://www.buzzsumo.com/ KAIZEN


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2) MAKE A LIST OF UPCOMING ‘TRENDS’ https://www.daysoftheyear.com/ KAIZEN


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INSTALL SCRAPER FOR CHROME CLICK ME Scraper for Chrome - http://bit.ly/LXBbSI KAIZEN


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EXPORT TO GOOGLE DOCS CLICK ME Scraper for Chrome - http://bit.ly/LXBbSI KAIZEN


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3) TRY WORD ASSOCATION FOR TOPICS & THEMES 1.  Which 25 sites would you really like a link from? 2.  Do your homework on those 25 and cut the list to 10 •  Do they actually link to third-party sites? site:dailymail.co.uk intitle:"Infographic” KAIZEN


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WHO ARE YOU GOING TO GET LINKS FROM? KAIZEN


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5) MAKE A LIST OF YOUR KEY PUBLICATIONS 1.  Which 25 sites would you really like a link from? 2.  Do your homework on those 25 and cut the list to 10 •  Do they actually link to third-party sites? site:dailymail.co.uk intitle:"Infographic” •  Have they linked to your competitors? site:dailymail.co.uk intitle:"Infographic” + "Insurance" •  Search your topics •  Make a list of relevant Journalist names KAIZEN


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site:dailymail.co.uk intitle:"Infographic” + "Insurance" KAIZEN


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AND HERE’S YOUR KEY PUBLICATIONS LIST KAIZEN


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CONTENT FRAMEWORK KAIZEN


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YOUR CONTENT FRAMEWORK TARGET CUSTOMER VALUES & EMOTIONS •  Aged 25-45 •  80% Female •  They also play the lottery, buy scratch cards and enter social competitions. •  Employed (low end wages), unemployed or stay at home parents •  Likely to have children •  •  •  •  •  TARGET PUBLICATIONS (TIER 1) UPCOMING HOOKS (FEB/MARCH 2015) •  •  •  •  •  •  •  Daily Star The Express Digital Spy Gawker Sky Mashable OK! / Hello •  •  •  •  •  Aspirational Big dreamers Fun & laughter Excitement & pure bliss Friendship & family Brit Awards Pancake Day Valentines Day Barbie Doll Day Chips Day •  •  •  •  TOWIE Cereal Day Britain’s Got Talent Easter KAIZEN


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KAIZEN


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CLIENT “HOW IS THIS CONTENT RELEVANT?” YOUR ANSWER: “BECAUSE WE’RE TALKING ABOUT RELATED TOPICS THAT YOUR CUSTOMERS LOVE” KAIZEN


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CLIENT “HOW IS THIS CONTENT RELEVANT?” YOUR ANSWER: “…AND WE’RE MUCH MORE LIKELY TO EARN BIG LINKS THIS WAY” Credit Cards Technology “25 Reasons The Apple Watch Sucks” KAIZEN


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HOW WILL THIS HELP OUR RANKINGS? YOUR ANSWER: “BIG LINKS = DOMAIN AUTHORITY & COMBINED WITH AWESOME ON-PAGE/TECH SEO, WE WIN” KAIZEN


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HOW WILL THIS HELP OUR RANKINGS? YOUR ANSWER: “BIG LINKS = DOMAIN AUTHORITY & COMBINED WITH AWESOME ON-PAGE/TECH SEO, WE WIN” TONS OF NON-KEYWORD RICH ANCHOR TEXT KAIZEN


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IDEA GENERATION KAIZEN


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“How Do You Come Up With a ‘Good’ Idea?” KAIZEN


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You Need 100 Shit Ideas First KAIZEN


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100: 1 PRINCIPAL KAIZEN


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6-3-5 Brainwriting 108 Ideas in 30 Minutes KAIZEN


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6 People KAIZEN


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3 Ideas Each KAIZEN


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5 Minutes KAIZEN


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✕ No Talking Allowed KAIZEN


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WHAT IT LOOKS LIKE KAIZEN


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WHICH IDEA IS THE BEST? YOUR IDEA NEEDS TO HAVE AT LEAST 2 OF THESE KAIZEN


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•  •  •  Social Currency Public Practical 44 Referring Domains http://www.coolblades.co.uk/hub/face-shape/ KAIZEN


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PRODUCTION KAIZEN


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HIRE THE A-TEAM ON A B-TEAM BUDGET KAIZEN


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PICK YOUR RESEARCHER KAIZEN


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PICK YOUR DESIGNER KAIZEN


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SET YOUR RULES OF ENGAGEMENT 1.  HTML5, Responsive Design or Go Home 2.  Put the Content on a Seperate Micro-Site 3.  Unique Look & Feel, No Corporate Brand Colours/Typography 4.  Below The Fold Client Logo 5.  Break Content into Digestible Chunks – Lists, Sub-Headings, Paragraph Breaks 6.  Visualise Every Detail (GIFs, Photos, Data Viz) KAIZEN


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USE OPEN GRAPH TAGS TO INCREASE CTR •  Open Graph Tags let you pre-populate text & rich media on Facebook, Twitter & LinkedIn –  –  –  –  –  –  •  OG:Type OG:Locale OG:Title OG:Publisher OG:Description OG:Image (1200px by 630px ideal for Facebook) http://ogp.me/ Twitter Card Tags –  –  –  –  –  –  Twitter:card (summary_large_image) Twitter:site Twitter:domain Twitter:creator Twitter:title Validator: https://dev.twitter.com/docs/cards/validation/validator/ KAIZEN


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KEEP THE COST DOWN – USE AN EXISTING STYLE http://visual.ly/ KAIZEN


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AND GIVE IT A FRESH COAT OF PAINT http://www.colourlovers.com/ KAIZEN


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PICK YOUR DESIGNER KAIZEN


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AND ENJOY THE RESULTS TOTAL COST - £129 KAIZEN


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KAIZEN


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CLIENT: HOLD RIGHT THERE! •  •  •  •  This needs to have our top & bottom navigation Our logo needs to be added top-left Needs our brand colors Our customers don’t use capital letters – get rid KAIZEN


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YOUR ANSWERS: 1.  Bloggers & Journalists don’t link to Advertising for free (unless it’s truly amazing e.g. John Lewis Xmas ads) 2.  We’ll earn more coverage this way, and still make more people love your brand 3.  If it’s about your product & services, we’ll house it in the main site KAIZEN


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OUTREACH KAIZEN


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GO BACK TO YOUR KEY PUBLICATIONS LIST KAIZEN


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FIGURE OUT THEIR EMAIL ADDRESSES + + KAIZEN


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1) MAKE EMAIL ADDRESS VARIATIONS IN EXCEL KAIZEN


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2) COPY & PASTE INTO GMAIL NOPE PASTE HERE MATCH J KAIZEN


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NOW YOU’VE GOT YOUR LIST OF EMAILS KAIZEN


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NOW YOU’VE GOT YOUR LIST OF EMAILS N’T DID OU Y THE SEE K? S. O AIL EM KAIZEN


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3) PITCH THE JOURNALIST WITH THIS TEMPLATE SUBJECT: Soap Awards Story? Hey Caroline, CASUAL OPEN Just wanted to run a idea by you, We’ve just launched a brilliant list of British Soap Stars When They Were Young featuring all the classics like Peggy Mitchell and new favorites like Rosie Webster THE SELL Link: http://www.twolittlefleas.co.uk/soap-stars/ I think this would go down a storm on The Metro if you’d like to share it in some form, especially as it’s the ITV Soap Awards this Sunday. THE HOOK It’s had over 300 social media mentions to date! Two Little Fleas is an online bingo community with a passion for creating cute and quirky apps, lists and tools. Our stuff has been recently featured in the Radio Times, HuffPost Comedy & Lifehacker. CREDIBILITY Thanks Caroline let me know what you think, Pete KAIZEN


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WHAT’S THE HOOK? 1.  Seasonal Event or Occasion 2.  New Trend 3.  Statistics 4.  It’s Bigger & Better KAIZEN


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NOW, CALL THEM KAIZEN


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“Where do I get their number?” KAIZEN


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KAIZEN


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CALL THIS NUMBER KAIZEN


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REPEAT X 10 KAIZEN


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AGENCY? USE A MEDIA DATABASE http://www.cision.com/ http://www.featuresexec.com/ KAIZEN


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INCREASE YOUR CHANCES 1.  Offer as an Exclusive 2.  Create a Supporting ‘Media Alert’ 3.  At Least 3 x Follow Ups KAIZEN


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LIFT OFF! KAIZEN


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KAIZEN


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KAIZEN


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28 Referring Domains (So far) https://www.twolittlefleas.co.uk/greetings/ KAIZEN


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ZOMBIE TIME KAIZEN


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Thank You!! @petecampbell" pete@kaizensearch.co.uk" http://www.kaizensearch.co.uk/ ! KAIZEN


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