SearchLove Boston 2015 | Mark Johnstone, Britt Klontz and Kyra Kuik, ‘Creating a Framework for Content Marketing Campaigns’

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Distilled’s VP of Creative, PR Consultant, and Content Coordinator will show you the necessary steps in the campaign planning process that will ensure your content marketing is relevant to your brand, audience, and target media outlets. Our panel will walk you through their content marketing process--including the trials and tribulations it took to get there. Be sure to bring your own digital marketing questions and stories to share once we open up the floor for discussion.

Marketing

HOW MUCH DOES SALARY REALLY AFFECT YOUR HAPPINESS?

how many photos
how many photos - Google Search
how many photos are uploaded to facebook every day
how many photos are uploaded to instagram every day
how many photos can 32gb hold
how many photos can 2gb hold
how many photos is 1gb

5,000 FB likes
3,500 tweets
168 Linking Root domains

Ensuring your ideas
are right for your
audience
The quick and
cheap way

Process
1. Compile questions in Survey Monkey
2. Send out to current email list
3. Incentivize

Make sure you ask about:
▣ Demographics
▣ Hobbies & interests
▣ Specific publications they read

Start with survey data
▣ Prioritize list of interests from survey
▣ Use Facebook to search for similar interests

Categorize results
▣ For the top 10 hobbies from survey, collect
top 10-15 page likes
▣ Color code consistent themes

Compare related interests
Yoga Lululemon Nike Sephora
Hair addiction Refinery29 Victoria's Secret Refinery29
Refinery 29 Nike Women Engagement rings Julep
12 Tomatoes Mag The skinny confidential Hair addiction Engagement rings
Engagement rings The Color Run Anthropologie First blush
Saved by the dress Julep Julep Nike Women
Foam Glow 5K Eat Fit Fuel I love cute shoes Hair addiction
Covergirl Hair addiction Refinery29 Manicures

Compare competitors
Nissan Leaf Toyota Prius
Drinking Music
Music Basketball
Food iPhone
Money Chocolate
Cooking Beach
iPod Smiling
Laptop iPod
Soccer Dogs
iPhone Rock music

▣ Let these categories influence the ideation
process
▣ Don’t rule anything out at this stage

Potential customers
▣ Use Facebook Insights to search everyone on
Facebook
▣ Filter by demographic data & hobbies
▣ See which pages your potential audience likes

▣ Sort list of publications taken from your
survey from most to least popular
Prioritize publications

Search relevant content
Use Facebook generated hobbies and search
publication list

Categorize coverage types
▣ Instructive: how-tos, DIY, etc.
▣ Visual: videos, photo stories, slideshows,
etc.
▣ News
▣ Data: statistics, surveys, studies
▣ Opinion pieces: reviews

Recap
At this point you should have:
▣ Survey data: demographics, hobbies,
publications
▣ Facebook research: expanded/related
interests, publications
▣ Publication research: types of coverage in
those niches

If you want to be in the media, become
media-worthy

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