The document discusses Big Content and how small teams can create impactful content using data-driven approaches. It highlights the HerdTracker app, which tracks wildebeest migrations in East Africa. HerdTracker followed best practices for Big Content - it had a clear purpose of benefiting tourism, set objectives, validated its idea with data, launched with a PR strategy, and nurtured partnerships. The app saw success with over 24,000 visitors and media coverage. The presentation provides guidance on how to develop Big Content by knowing your purpose, setting goals, brainstorming ideas, validating with data, building content, launching, and nurturing relationships.
29. “Big Content requires
significant time and
resources”
http://www.convinceandconvert.com/content-marketing/3-strategies-to-make-
big-content-work-for-your-brand/!
Matthew Gratt
30. “Content gets big via its
amplification … across
multiple channels, devices
and platforms.”!
!
http://www.fastcompany.com/3008494/big-data-comes-big-content!
Steve Kerho
31. “Big Content Breaks Moulds”!
!
“Big Content Can Be Small”
http://moz.com/blog/why-big-content-is-worth-the-risk/!
Dr. Peter J. Meyers @dr_pete
32. “Purposefully designed!
Evergreen or Cyclical!
Interactive!
Interesting to most people!
Very useful to your audience”
@andrevankets #ETEA 2014
56. 1. Newsworthy!
2. East Africa!
3. Benefit all tourism stakeholders!
4. Inexpensive to build!
5. Create a community / start a movement!
6. Traffic!
7. Sales
57. Goal Measurable
Something newsworthy
# Web and print!
mentions + links
East Africa # Content partners
Benefit all tourism stakeholders
Supoprt from all
stakeholder types
support
Inexpensive to build
Under budget !
On time
Create a community / start a movement
Social following &!
Content contributers
Traffic
# Unique visitors,
ConvRate, BounceRate
Sales
# Leads!
$$$
http://en.wikipedia.org/wiki/SMART_criteria
80. Media Covera ge
55 Web articles!
12 Print articles!
1 Primetime TV feature
81.
82.
83.
84.
85.
86.
87. Traffic, Commu i n ty, Leads, Sales
24,536 Website visits!
586 Email subscribers!
490 Twitter followers!
Dozens of safari enquiries!
A few safari bookings