Transform your Content Marketing
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Presentation from Search Fest 2015 talking about Transforming your Content Marketing and everything to do with visual content marketing and getting the most out of your visuals.
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Transform your Content Marketing
- 4. @Matt_Siltala Of info submitted to the brain is visual 90% 60,000x Images process faster than text of people respond to visual information over plain text 40%
- 5. @Matt_Siltala Videos on landing pages increase page conversions rates by 80% 94% MORE Posts with visuals get page visits and engagement than those without of consumers are more likely to click on a business whose image appear in search results 60%
- 6. @Matt_Siltala 9 Billion Photos uploaded each month Photos & Images get… More Interaction than other content More Shares than links More Likes 87% 10x 7x
- 9. @Matt_Siltala 300,000,000 Users 257 MINUTES/MONTH Avg. time spent on Instagram 70 MILLION Photos uploaded every day 30 BILLION Total shared photos 2.5 BILLION Likes per day 49% Of users check Instagram daily Instagram
- 10. @Matt_Siltala Pinterest 70,000,000 Users 14.2 MINUTES/MONTH Avg. time spent on Pinterest 80% OF PINS Are repins (Best image size: 600 x 800) 80% Of users are female 78 CENTS IN SALES/PIN On average. Up 25% since 2012 10 MILLION U.S. monthly unique visitors (Faster than any independent site in history)
- 11. @Matt_Siltala Pinterest On Pinterest, you can create: How-to’s, recipes, checklists, and more.
- 12. @Matt_Siltala 62% 61% 59% 42% Of brands have Pin It buttons Of brands have Tweet buttons Of brands have Like buttons Of brands have Google+ buttons Pinterest’s ‘Pin It’ button has now overtaken Facebook’s ‘Like’ button and Twitter’s ‘Tweet’ button on brands’ product pages.
- 13. @Matt_Siltala Facebook 1.39 Billion Users 20 MINUTES/DAY Avg. time spent on Facebook 300 MILLION Photos uploaded every day 4.5 BILLION Likes per day 1.972 MILLION Friend requests per day 30 BILLION Whats App messages per day https://zephoria.com/social-media/top-15-valuable-facebook-statistics/
- 14. @Matt_Siltala Facebook Cover Photo: 851 x 315 Profile Photo: 180x 180 (recommended) Shared Photos: 403 x 403 Facebook Page Post Images: 960 x 960 Link previews: 90 x 90 Ad image size: 100 x 72 Sponsored Story Images: 194 x 139 Milestone or Highlighted Post: 843 x 403 http://www.techwyse.com/blog/infographics/facebook-cheat-sheetsize-and-dimensions/
- 15. @Matt_Siltala Twitter 645,750,000 Users 12:51 MINUTES/DAY Avg. time spent on Twitter 500+ MILLION Tweets everyday 2.1 BILLION Twitter search engine queries (per day) 75% Of users are on mobile 208 FOLLOWERS Per user (on average) http://techcrunch.com/2013/10/03/mobile-twitter-161m-access-from-handheld-devices-each-month-65-of-ad-revenues-coming-from-mobile/
- 16. @Matt_Siltala Google+ 300,000,000 Users 5.5 MINUTES/MONTH Avg. time spent on Google+ 1.5 BILLION Photos uploaded every week 20 MILLION Mobile monthly users 33% OVERALL Growth per year 56% GROWTH In usage for member (Ages 45-54) http://www.digitaltrends.com/social-media/google/#ixzz3SDrWEMnx
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- 34. WITH THESE TIPS: 1. Become a better writer 2. See what the buzz is about 3. Leverage what you’ve got 4. Give them a window into your inner workings 5. Newsjack 6. Think like a journalist @Matt_Siltala
- 35. BRANDS HAVE CAUGHT ON AND BECOME CONTENT MARKETERS @Matt_Siltala
- 36. EVEN CELEBRITIES HAVE BECOME BRILLIANT CONTENT MARKETERS John Oliver has questions for the Miss America Scholarship Fund @Matt_Siltala
- 38. Three years ago, it all started with this single infographic… 100,000+ Social Shares Thousands Of Links Built Thousands Of $$$ generated @Matt_Siltala
- 39. eBook Motion Graphic Slide Share @Matt_Siltala
- 40. The Interactive Purriodic Table of Internet Cats And then there was… @Matt_Siltala
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- 44. Even dog lovers liked it @Matt_Siltala
- 45. But that’s not all… @Matt_Siltala
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- 47. Our interactive table outperformed Friskies "list" because ours was more visual. @Matt_Siltala
- 48. • Blog posts • New Releases • Linkbait articles • Infographics • Video • Podcasts • Images/Memes • White Papers • Power Points Repurpose successful content you already have into: TRANSFORM CONTENT YOU ALREADY HAVE @Matt_Siltala
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- 50. The Quicksilver had a pair of cargo shorts in stores that were not Selling like they had anticipated THE PROBLEM @Matt_Siltala
- 51. We worked with the sales team to get the MOST commonly asked questions and highlights of the shorts and created a series of infographics and displays that sold the shorts and made the sales associates jobs easier. THE SOLUTION @Matt_Siltala
- 52. THE RESULT: QUICKSILVER SHORTS FLY OFF THE SHELF @Matt_Siltala
- 53. ADP had a ton of products, but their sales people didn’t have very good tools to sell all products. THE PROBLEM @Matt_Siltala
- 54. Created infographics every month for them, each time highlighting a new product. THE SOLUTION @Matt_Siltala
- 55. Measured each graphic’s popularity by polling people on Social Media Repurposed successful content into slide decks, videos, motion/ interactive graphics, etc. Created offline materials out of graphics that would help their sales team (showrooming using iPads, videos) Sales Increased THE RESULT @Matt_Siltala
- 56. • ADP sales team now has a tool to learn & promote their products • ADP can use successful content to drive PR • Increased brand awareness • More mentions, more rankings for their name • Helps reputation management BIGGER PICTURE @Matt_Siltala
- 57. JewishBoston.com wanted to modernize their Hagaddah so that Young and inactive Jews might be interested in using it for Passover (a.k.a. we need to make it “hip”). THE PROBLEM @Matt_Siltala
- 58. Created eBook, app, and helped redesign part of their website to make it more attractive to a younger audience (we made it cool). THE SOLUTION @Matt_Siltala
- 59. 20,000+ App downloads Word of mouth about it spread on social media Created Something physical that could be downloaded THE RESULT @Matt_Siltala
- 61. @Kristy What’s your content marketing challenge? There’s a tool for that. • Social Media Measurement • Influencer Discovery and Outreach • Insights Discovery • Creation and Production • Content Curation
- 62. @Kristy Social Media Measurement: SimplyMeasured
- 63. @Kristy Social Media Measurement: sumall
- 64. @Kristy Social Media Measurement: Brand24
- 70. @Kristy Insights Discovery: Social Mention
- 71. @Kristy Insights Discovery: Your customer service channels
- 72. @Kristy Content Creation: Aesop Story Engine
- 74. @Kristy Content Creation: Social Image Re-sizer
- 79. @Kristy DO IT WITH STYLE OR DON’T BOTHER DOING IT bit.ly/1BIDqSh
- 80. @Kristy SCORE A BIG SLAM DUNKBY FOLLOWING THESE TIPS & TRICKS
Notas del editor
- Tom Brady’s balls to replace to Putin
- Great content fills a need. Amazing content has a voice – one that harmonizes with the brand. Solid content is consistent – both with the brand voice but with itself. It never feels like marketing/advertising and it’s timed appropriately But it should feel good – the same care you take in your product experience needs to accompany your content creation. But first, before Mat gets into what makes great content and showcasing some examples of that – let’s look at some folks that didn’t get it….quite right.
- I think this is a good place to start. Hopefully it’s table stakes now because no one does this. None of us are creating sensationalistic headlines just to get more clicks on your content ala buzzfeed, upworthy and the like. Unless you’re actually Upworthy or Buzzfeed, don’t use “you’ll never believe what happened next” headlines. In fact, even if you are them – can we all agree it’s time to move on?
- Speaking of sensational headlines. Taking risks is risky. So South Dakota learned. This ad was initially targeted at drivers who end up over-correcting and jerking the wheel on icy roads. Targeting young men who are most likely to demonstrate this behavior. Eventually they pulled the ad. It seems the risky move just didn’t have the desired effect. http://www.argusleader.com/story/news/2014/12/11/jerk-drive-campaign-stirs-discussion/20240607/
- Some brands build their brand on bricks of risk and offense. This particular commercial hit a particularly tender spot. [explain commercial] Obviously when using potentially risky concepts in your content you run the risk of offending some people but you’ll need to weigh that risk carefully. One might want to stay away from promoting puppy mills for example. The outcry online was as loud as you’d expect – the internet loves puppies – and ultimately GoDaddy pulled their SB commercial. “Luckily” they happened to have another in their back pocket, but… Over 42K signatures on the Change.org petition later. Not sure this is consistent with their brand in any way. Even if they do want to be a little edgy.
- Fifty Shades of Uncomfortable. This Domino’s ad is currently only running in Israel. My biggest question really is – does this make you want to eat pizza? Perhaps this is in harmony with the Israeli Domino’s but I’m finding that a bit of a stretch honestly. This is just awkward.
- There’s just no harmony I can find between Scandal and Denny’s. Even if you do put a piece of bacon in a sharp suit. When you have to reach this far for relevance there’s just no amount of content that is going to help you.
- So speaking of appropriation. What do capri pants have to do with MLK? Relevance is key. If you’re going to participate in a holiday, I would think long and hard about how the virtues, purpose and meaning behind a holiday are relevant to your brand. If they’re not – don’t. NEXT.
- Appropriation gets even more dangerous when you’re talking about something like this…..Context is everything. The basic premise of this app is that users can anonymously share secrets. While perhaps an interesting concept when marketed using a campaign that associates itself seemingly with a rape case via the #Vanderbilt tie in – it becomes immediately tasteless and completely offensive. This is beyond risky and just in the absolute worst taste. In case you’re wondering – rape is never funny and is definitely alwayss off limits.
- I can see how this one happened. What I can’t understand is how no one foresaw the outfall of this one. It’s hard to miss the ongoing conversation about how media portrays women, and the associated body acceptance movement. Essentially – most real people don’t look like this so representing this one body type as the perfect standard does a disservice to all of us. So when Victoria’s Secret presented this ad for their Body line, using this language you can perhaps see why so many feathers were ruffled. Originally displayed in the UK Victoria’s Secret ultimately had to change the text of the campaign and received untold damage to their brand by their exact demographic.
- Has there ever been a bigger brand mismatch than the Speaker, John Boehner, using Taylor Swift gifs to make a point? At this point it seems that even the use of a gif is off-brand for him. And Taylor Swift? Nope. The medium in which you convey your message is an important consideration when publishing. If your medium is detracting from your message or brand, then stay away from that medium regardless with how shiny they are or how much you’d like to give it a shot. http://www.speaker.gov/general/12-taylor-swift-reactions-president-obamas-free-college-idea
- Part of content is the format and experience. If you won’t do it for your users, do it for Google. But really, whatever the reason, just do it. Mobile is a critical format and ensuring a postive user experience for your mobile users will help build trust and greater engagement among other things.
- At least pretend like you know me. I’ve been shopping with SA both in person and online for years now. I’ve bought running gear, swim gear, weight and lifting equipment. But I have never, not even once bought anything baseball related. Nor have I ever bought anything for a child. Why in the world would they send me this email? Not even once mind you – I got a follow up “don’t forget” on this campaign too.
- Know your audience. Don’t be awkward. Are you talking about your product or with your customers in a manner they actually talk in and with? Does anyone other than this brand want to use that hashtag? The answer is no, not really. I checked.
- Maybe I’m too old. But I would be careful, regardless of who you are, using language that’s to…uhm….colloquial. Be true to your brand of course, but let’s not get too far afield.
- I wasn’t in NY. I don’t live in NY. I haven’t been to NY even in over a year. A waste of money here!
- And... Sigh. It’s the little things, like automation, that can get you in the end if you’re not careful. Timing is everything. This tweet went out a day too late. Originally designed to honor the victims of WWI, it ultimately served as a reminder to everyone that they do indeed, sometimes forget.
- And finally. Be careful with the snark. It can backfire on you…glass houses and all of that. Especially when you haven’t crossed your t’s and dotted all of your I’s.
- we FIRST dropped Social MeOWdia at a Search Fest conference (this one we are doing this deck for) THREE YEARS ago and how it is still going strong because it is amazing evergreen type content
- BIG NAMES WITH BIG FOLLOWERS TWEETING IT OUT
- drive home the point why we do this ---- ie brand mentions ... talking about keywords relevant to your business (interactive, infographic all related to Brand Avalaunch Media)
- drive home the point why we do this ---- ie brand mentions ... talking about keywords relevant to your business (interactive, infographic all related to Brand Avalaunch Media)
- Measures your social accounts – pretty high level stuff, but it’s free. FREE. Tweets, RTs, RT reach, mentions, mention reach, favs, followers – for example. Tons of platforms, G+, Tumblr, Facebook, Mail Chimp, GA, Moz, and on and on. Definitely one to check out.
- Very flexible pricing – which is awesome for brands of all types. Allows listening and measurement at both the account and keyword level allowing you to monitor your performance but also the larger conversations.
- This tool is cool because not only does it allow you to find influencers but it also helps you manage your relationships with them – with some neat reporting capabilities as well helping to take some of the burden out of proving the efficacy of your efforts.
- Essentially a content influencer marketplace. The neat thing is it lets you collaborate with the creators and even measure the effectiveness of that content all from one platform.
- This is a neat tool. They do a lot of stuff but they’re listed here for their influencer tool. They can help you find influencers by topic area, or even location. You can follow them right from this platform, analyze their profiles, see what kind of content they’re sharing and creating while also building out outreach lists and other tools.
- http://www.exacttarget.com/products/social-media-marketing/radian6
- Meltwater’s Ice Rocket. While this tool has an engagement dash, it made today’s list for it’s lightweight social listening capabilities. Not as robust as something like a Radian6, it’s also got a far lower barrier to entry and learning curve. So depending what you’re looking for…
- Real time social search with sentiment and associated keywords (HULLO OPPORTUNITY) You can subscribe to the feed of your search to get ongoing updates, see the sources and even unique authors. Oh, and free.
- This is the sexy beast of content creation….if you’re using wordpress anyway.
- This is a really easy, drag and drop style content creator. The tool is specially built for social and digital content. With all kinds of templates for presentations, facebook elements (cover, posts) Twitter elements (images, cards, etc), Instagram, blog graphics, and others its’ practically a DIY graphic design resource for all of your social creation needs. Obviously something like this isn’t going to have the same level of flexibility as a designer could give you, but if your’e limited on resources or just don’t need to get that specialized, this might be a good option for you.
- Getting your images right-sized for the different uses on social can be such a giant PIA. This simple but super helpful tool from the Ninjas solves this nagging little problem. Will all kinds of presets for just about every different need you could have from favicon to facebook cover image, this tool can help you quickly resize your image to fit the standards perfectly.
- This little mobile app is super fun. It does actually….exactly what it’s name says. It lets you put all kinds of text in different fonts over your images really easily amping up your instagrams and facebook uploads
- Storify let’s you create collections, or stories, full of posts and updates from across the social web. For example a blog post that highlights different tweets on a hashtag, etc. This allows you to easily leverage posts all over on a theme or topic and collect them into a shareable format.
- Video curation – for those that leverage video media.
- This is a neat curation tool because it let’s you set TRAPS based on all kinds of things….URL’s, keywords, individual pieces of content, etc and it learns and optimizes itself based on your opinions and preferences – you thumb up stuff you like basically making it super easy to fine tune.
- bit.ly/1BIDqSh
- We covered a lot of ground today and Matt and I both thank you immensely for hanging with us through our time. If I had to summarize into three take-aways for you: Do everything we said to do, Stop doing everything we said to stop doing, and finally, Get in touch with Matt or myself if you need help building out a stellar content marketing strategy for your organization.