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Using Every Part of the Buffalo Webinar: How to Get More Mileage Out of Your Visual Content

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Using Every Part of the Buffalo How to get more mileage out of your visual content


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Matt Cooper, CEO of Visually • Joined Visually in 2014 • Early exec at oDesk (now Upwork), the world’s largest freelancer marketplace • Expert in freelancer-based models and labor/services marketplaces • @matt_cooper


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About Visually 5% discount code: BUFFALO


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Before we start… • Content marketing is always on • Marketers are short on time and resources • A great narrative is the scarcest resource • To scale your marketing, you need to get the most from what you have


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Today’s Agenda • Quick agreement on definitions • Building the framework • Using derivative content • Scaling production


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Content Marketing: The Formal Definition The marketing and business practice for creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood customer audience – with the objective of driving profitable customer action. Source: Content Marketing Institute


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Content Marketing: The Elevator Pitch Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one. Source: Content Marketing Institute


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Content Marketing: For Practitioners Content marketing is about delivering the content your audience is seeking in all the places they are searching for it. Source: Content Marketing Institute


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Content Marketing: For Non-Believers Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you. Source: Content Marketing Institute


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Why? What’s in it for you? • Why not try to close right away? • What’s the impact on the business? • Gary Vaynerchuk https://goo.gl/cRt16L


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Content marketing is not new


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The Framework


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Using every part requires a framework • Native Americans evolved a framework and system over centuries • If you want to extract every bit of value from a great theme or story, you need to have the right plan in place


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4 Step Framework • Your Audience • Goal • Buyer journey • Mapping Channels & Content


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Step 1: Know your target audience • Who are they? • What are their problems? • Where can you bring value? • Personas 101


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How to get it wrong • Mass incarceration video • 1.5 million views • 5,000+ comments on social • Not our target customers • Not solving our clients’ problems


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How to get it right • We know our target market has a problem • Content marketing takes a lot of work • Everyone is scrambling to stay afloat • We think this will help


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Step 2: Define (and remember) your goal • Conversion? • That would be great, but it’s a second-order effect • Goal is to • Add value • Build a relationship • Your KPIs should reflect these goals • Conversion in content marketing is a cumulative effort


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Step 3: Map the Buyer Journey • 67% of the buyer’s journey is now done digitally • This is a simple framework we like • Awareness > Consideration > Conversion > Loyalty > Advocacy • Fits most, but you should define your own Source: SiriusDecisions


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What is most valuable when? Early Funnel: Inform and orient - Social Media Blogs eGuides Deep Funnel: Convince and convert - White papers Case studies Product demos Retain and grow: Insider’s edge - Customer-only content Events and roundtables Webinars Sharable content


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Step 4: Aligning channels, content with the journey • Take your theme/narrative and map it to the ideal channel and stage • Not every box needs to be filled in – should be unique to the story you are telling


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Derivative Content


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Tent-Pole versus Derivative Content Tent-Pole = the steak • Longer form, deeper engagement Derivative = the parts • More time/commitment to produce • Shorter form for different channels — cast a wider net • More time/commitment to consume • Efficient to produce • Client investment means it has to deliver a LOT of value • Taste test for your targets – are they interested in learning more?


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Process • Cost effective production means more channels can be ROI positive • Super Bowl ads must be broadcast • Leverage influencers • Mass Incarceration video • Channel will define format • Vine, Instagram, Facebook, etc • Knowing your audience


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Why short-form derivative content matters The average human attention span in 2000 was 12 seconds, and by 2013 it was 8 seconds. That puts us one second shorter than a goldfish.


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Mobile and social are where you will first engage • Mobile engagement is strong and growing • Short-form derivative content is ideal for the first engagement • Give them a compelling reason to click through to the tent-pole piece


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Example: Cisco’s launch of cBR-8


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Example: Cisco’s launch of cBR-8 https://vine.co/v/eqa0a9Od13t https://vine.co/v/eK6dzV2WBpL


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Example: Morton Salt Girl’s 100th Birthday https://www.youtube.com/watch?v=xoNzZTPiPoE


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Example: Morton Salt Girl’s 100th Birthday


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Economics of derivative content


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Framework example: our recent campaign Original survey research + written guide (bit.ly/1Nsb96L)


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Framework example: Our Survey Campaign BITLY 5 pieces of micro content + + ● ● ● Original survey research + written guide bit.ly/1Nsb96L Infographic ● ● ● 4 blog posts Linkedin post Medium post Webinar Video of webinar Slideshare PR push → 10 stories


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Scaling Production


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Scaling any operation requires 4 things • Goals • Process • Technology • People/Resources


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Define your production goals • What is your ideal outcome? • What does success look like? • Example: • We want to produce at least one tentpole content piece per persona per month for both prospects (awareness, consideration, conversion) and clients (loyalty, advocacy)


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Define your process • What is the ideal process for you to hit that goal? Example:


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What technology do you have? •How will you scale your operation? •Your level of technology and automation will determine what people and resources you need to deliver a given amount of output • No technology = more people • More technology = fewer/different people •There’s a broad spectrum • Percolate, Newscred, Marketo, etc • CMS • Basecamp • Google spreadsheets •The technology should support your ideal process, not define it


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People and resources • People and resources come last • Given your goals, process and technology, what people and resources do you need to succeed? • First defined the ideal process and outcomes, then evaluate how your people and resources align • Many operations make the mistake of trying to do the best they can with the people and resources they have • This is iterative • You may realize you can’t execute on the defined goals with what you have, or feel like you can get more done than you initially realized


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Internal versus external people/resources • Doing it all in-house is nearly impossible – countless formats, channels, etc • Only the largest companies can build in-house studios


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Closing Thoughts


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Digital marketing is a content-hungry beast Unlike traditionally bounded ad campaigns, digital marketing is always on, and that puts pressures on marketers to look beyond traditional agency relationships to source content in more creative ways. Jake Sorofman, Gartner


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Recap • The scarcest resource is a great narrative • To get every ounce of value from it, you need: • Clearly defined goals and outcomes • A deep understanding of your targets and their journey • A defined plan and framework for how you will execute • The right technology, people and resources at the right time • Derivative content is a force multiplier


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Is your content marketing effective? 30% 38% of B2B marketers said they were effective at content marketing vs. 30% this year. Source: Content Marketing Institute


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Scaling your efforts with Visually • • • • Visual Content Creation Company Workspace Content Strategy Services 5% discount code: BUFFALO


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Q&A


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