Bridge the gap between content creation and marketing strategy with usable, shareable data
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How to collect data that will help you gain insight into your own content marketing efforts, and share usable data with your team and organization to increase revenue.
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Bridge the gap between content creation and marketing strategy with usable, shareable data
- 1. Bridge the gap between content creation marketing strategy{ & }with usable, shareable data
- 2. also known as talking to your coworkers good measurement &
- 3. But why do you need their data? They couldn’t possibly know things that could help your organization, team, or you personally… Right?
- 4. How do I set up marketing to collect data effectively? What does shared data have to do with content? How does any of this ultimately help me? Why does she keep saying DATA? It’s freaking me out. Why is sharing data a good idea? CONTENTS
- 5. BENEFITS{ }
- 6. A way to accurately measure cause and effect Promote consistent efforts toward common goals Point to trends and outliers Share data effectively across departments / teams Create strategic messaging, content and metrics Impact the bottom line
- 7. for the ORGANIZATION for the TEAM for the INDIVIDUAL
- 8. Promote consistent efforts toward common goals Share data effectively across departments / teams Increased revenue / conversions for the ORGANIZATION
- 9. Create effective measuring, content, & metrics Accurately measure cause and effect Point to trends and outliers for the TEAM
- 10. Make faster strategic decisions Improve position within organization & team Understand individual impact for the INDIVIDUAL
- 11. Why isn’t everyone doing it? The organization doesn’t promote sharing. (That’s a mistake.) People think sharing information that isn’t a win will get them in trouble, make them look bad at their job, or is a failure. (Also a mistake.) They don’t know what data to share, who to share it with, or where to share it. (That’s just sad, let’s fix it.)
- 12. how do I set up marketing to generate data worth sharing? *
- 13. Each deliverable, task, & decision should map back to ORGANIZATION TEAM GOALS. &
- 14. Deliverables attached to goals + Correct measurement = Data that’s actually useful (to you and to others)
- 15. Goals Micro-goals / KPIs Deliverables The end game, such as $100M in revenue or 100,000 sign-ups. The smaller goals you need to meet to make sure you get to the end game. The things you’re going to do & create to get the KPIs met. The Goalden Pyramid (see what I did there?)
- 16. Increase revenue 20% this quarter ‣Increase new users from 500/month to 800/ month ‣Generate 15,000 pageviews each month on campaign content ‣Receive 1200 clicks through to content ✓2 blog posts per week ✓4 Slideshares ✓Contributed editorial content ✓Email campaigns to 40K contacts ✓3 Landing pages w messaging Goal Micro-goals / KPIs Deliverables Real World Goal Breakdown
- 17. The Goaldilocks Complex My team is too small My team is too large { }
- 18. The Goaldilocks Compromise Focus on making your data juuuust right { }
- 19. $ $ $ Better data collection & analysis gives you information worth sharing & improves everyone’s efforts.
- 21. Any metric can be a good metric* *if it helps you meet your goals.
- 22. You just have to know how they’re contributing to things like: REVENUE USERS LEADS CONVERSIONS GOALS
- 23. BETTER DATA & REPORTING USING MEDIUM{ } the MESSAGE{ } the METHOD{ } the
- 24. This is your specific value proposition, campaign message, tagline, feature, benefit, etc. MESSAGE{ } the New Feature Product Release Got Milk Nachos > Pizza Back to School Sale
- 25. The Medium is the type of content. A medium is characterized by how it is consumed - not by what channel it is shared on. (Don’t worry we’ll get to that.) MEDIUM{ } the Video Blog Preso/ Slides Webinar Podcast Ebook White Paper Case Study Ad Landing Page
- 26. This is the way the content is distributed - including specific channels. (Toldya we’d get there.) Each medium can have multiple methods. METHOD{ } the Instagram Vine YouTube Pinterest Facebook Slideshare LinkedIn AdWords OutbrainTwitter
- 27. The Goal: Sell $100K in JoeBob’s Widgetizers during the month of October WORK{ } at
- 28. Sell $100K in JoeBob’s Widgetizers in October Message 1: JoeBob’s Widgetizer is the best possible widgetizer Message 2: Enjoy 50% off JoeBob’s Widgetizer at CMWorld Message 3: Widgetizers are way better than Widgetozers CAMPAIGN MESSAGES
- 34. Collecting data this way allows you to Gather and share insights that maximize what works, and what doesn’t without dismissing channels, messaging, or distribution tactics based on incomplete data.
- 35. MESSGE MEDIUM METHOD{ } { } { } Initial Data Observations Messaging strategy #2 performed the best overall out of all campaign messaging. Ebooks, video, and ads seem to be content mediums that work well with your audience. Audiences are interacting and converting on methods such as YouTube, email, and Facebook.
- 37. MESSAGE{ }insights & ideas Video Blog Ebook Landing Page Maybe you started the messaging campaign with a video, blog, landing page, and ebook.
- 38. MESSAGE{ }insights & ideas Video Blog Preso/ Slides Webinar Podcast Ebook White Paper Case Study Ad Landing Page Consider adding other ways to share that message to your content marketing mix.
- 39. MESSAGE{ }insights & ideas Original Message Consider taking that message and creating variations of it to see if you can hone in on performance, or if different versions perform better with different audience types.
- 40. MESSAGE{ }insights & ideas Original Message v2 v3 v1 Consider taking that message and creating variations of it to see if you can hone in on performance, or if different versions perform better with different audience types.
- 41. MESSAGE{ }insights & ideas CONTENT Update current site and content messaging to more closely match keyword and messaging of what’s working to drive additional search traffic and increase conversions. Current Messaging
- 42. MESSAGE{ }insights & ideas CONTENT CONTENT Update current site and content messaging to more closely match keyword and messaging of what’s working to drive additional search traffic and increase conversions. Current Messaging Updated Messaging + Keywords
- 43. MEDIUM{ }insights & ideas If a medium, such as video, is really popular with your audience - consider adding it to all of your possible methods to maximize visibility. Video
- 44. MEDIUM{ }insights & ideas If a medium, such as video, is really popular with your audience - consider adding it to all of your possible methods to maximize visibility. Video Email Advertising Social Blog
- 45. MEDIUM{ }insights & ideas You can also consider taking other forms of content and creating them for that particular medium Original Video
- 46. MEDIUM{ }insights & ideas You can also consider taking other forms of content and creating them for that particular medium Original Video Video Case Study Video Web Series + + Video Product Overviews + = Lots more video content
- 47. MEDIUM{ }insights & ideas Create a series for a medium that works well so you can do recurring content that your audience will depend on SEO & CONTENT MARKETING VIDEOS
- 48. MEDIUM{ }insights & ideas Create a series for a medium that works well so you can do recurring content that your audience will depend on SEO & CONTENT MARKETING VIDEOS Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FOUND FRIDAYS
- 49. METHOD{ }insights & ideas Take what’s popular on a particular method and use it to create content for your additional marketing channels. Twitter Conversation
- 50. METHOD{ }insights & ideas Take what’s popular on a particular method and use it to create content for your additional marketing channels. Twitter Conversation Quora Post AdWords Ads Facebook thread Blog Post FAQs
- 51. METHOD{ }insights & ideas Take what’s popular on a particular method and use it to create content for your additional marketing channels. Video Currently on YouTube
- 52. METHOD{ }insights & ideas Take what’s popular on a particular method and use it to create content for your additional marketing channels. Currently on YouTube Vimeo Twitter Facebook Website Video
- 53. METHOD{ }insights & ideas Use your ecosystem to drive traffic to your most popular methods to cross-polinate channels and inform audiences of various outlets. Slideshare Presentation
- 54. METHOD{ }insights & ideas Use your ecosystem to drive traffic to your most popular methods to cross-polinate channels and inform audiences of various outlets. Slideshare Presentation LinkedIn Twitter Pinterest Facebook EmailAdWordsYouTube Outbrain
- 55. which messages, methods, & mediums pair best for your audience. Sale offers may be good for Twitter and LinkedIn. New product announcements might work best via email and Facebook DISCOVER[ ]
- 56. FINAL thoughts on the matter
- 57. Content is part of an ECOSYSTEM
- 58. Removing entire mediums or methods may have a disasterous effect on the system.
- 59. Reporting structure isn’t as important as the integrity of the data inside
- 60. Collecting the right data Insights for you and your team More strategic marketing +
- 61. Sharing the right data Insights for all departments Strategic decisions across the organization +
- 63. THANK YOU{ } erin@ginzametrics.com @texasgirlerin