Honey I Shrunk the Content Marketing Budget - Stacey MacNaught

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Big content projects require big budgets. Stacey talks about how to build links and improve rankings at a lower cost and also using lower risk content marketing tactics for SME's.

Marketing

@staceycav#searchnorwich
I love marketing.

@staceycav#searchnorwich
Especially this.

@staceycav#searchnorwich
Best marketing stunt ever.

843
Miles per hour - Felix Baumgartner’s top
speed during the jump
@staceycav#searchnorwich

3 million
Tweets about the jump during the event
itself.
https://www.campaignlive.co.uk/article/red-bull-stratos-skydive-smashes-youtube-records/1154746?src_site=marketingmagazine
@staceycav#searchnorwich

8 million
simultaneous live viewers on Youtube.
@staceycav#searchnorwich

43 million
Views on the 90 second highlights video
Redbull released later.
https://www.youtube.com/watch?v=FHtvDA0W34I
@staceycav#searchnorwich

http://www.redbullstratos.com
@staceycav#searchnorwich

All you’ll need…
@staceycav#searchnorwich

50 million Euros.
https://www.sportsbusinessdaily.com/Global/Issues/2012/10/16/Marketing-and-Sponsorship/Red-Bull.aspx
@staceycav#searchnorwich

Was it worth it?
@staceycav#searchnorwich

I have no idea.
@staceycav#searchnorwich

On a more “real world,”
scale…
@staceycav#searchnorwich

This is brilliant…
@staceycav#searchnorwich

@staceycav#searchnorwich
https://www.lenstore.co.uk/vc/24-hour-london/

There is so much great
creative content out there.
@staceycav#searchnorwich

It can be a little
intimidating
@staceycav#searchnorwich

Reasons NOT to invest BIG
into content
@staceycav#searchnorwich

Some business don’t need to spend
big to compete.
@staceycav#searchnorwich

You simply
don’t have
the budget.
@staceycav#searchnorwich

But we all start
somewhere.
@staceycav#searchnorwich

Content Marketing (for links) on
Smaller Budgets

@staceycav#searchnorwich
https://www.spaseekers.com/spa-blog/dream-summer-job

@staceycav#searchnorwich
https://www.dancewearcentral.co.uk/blog/hidden-tutu-skirt-melons-puzzle/

@staceycav#searchnorwich
https://www.forthwithlife.co.uk/blog/great-britain-and-stress/

Stories > Bells
and Whistles
@staceycav#searchnorwich

Ideas are not
expensive.
@staceycav#searchnorwich

But they’re not
easy to
generate
@staceycav#searchnorwich

@staceycav#searchnorwich
https://www.macnaughtdigital.co.uk/ideas-generation-techniques/

Learn from Publishers.
@staceycav#searchnorwich

Learn from Media Kits.
@staceycav#searchnorwich

http://marketing.usatoday.com/wp-content/uploads/2018/02/2018-editorial-calendar.pdf
@staceycav#searchnorwich

http://tmbimediakit.com/wp-content/uploads/2017/03/CO_2017_MediaKit_021017.pdf
@staceycav#searchnorwich

https://cnda.condenast.co.uk/static/mediapack/tr_media_pack_latest.pdf
@staceycav#searchnorwich

@staceycav#searchnorwich
http://bit.ly/uk-media-kits

Production
can be
expensive
@staceycav#searchnorwich

Low cost content production:
https://juxtapose.knightlab.com/
@staceycav#searchnorwich

Low cost content production:
https://storymap.knightlab.com/
@staceycav#searchnorwich

Low cost content production:
https://mapme.com/
@staceycav#searchnorwich

Low cost content production:
https://infogram.com/
@staceycav#searchnorwich

Low cost content production:
https://app.apester.com/
@staceycav#searchnorwich

Low cost content production:
https://flourish.studio/
@staceycav#searchnorwich

Low cost content production:
https://shorthand.com/
@staceycav#searchnorwich

Data can be
expensive
@staceycav#searchnorwich

Low cost survey data:
@staceycav#searchnorwich

Freedom of Information
https://www.whatdotheyknow.com/ @staceycav#searchnorwich

Freedom of Information
https://www.asktheeu.org/ @staceycav#searchnorwich

Existing Data Sources
https://www.asktheeu.org/ @staceycav#searchnorwich
http://bit.ly/open-data-sources

Easy Data Pulling
https://www.asktheeu.org/ @staceycav#searchnorwich
https://www.grepsr.com/

Content Marketing does
not have to mean BIG
interactives on your website

And content that generates
links and gets people talking
CAN be achieved on a budget.

Honey I Shrunk the Content Marketing Budget - Stacey MacNaught

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Honey I Shrunk the Content Marketing Budget - Stacey MacNaught

2. @staceycav#searchnorwich

3. @staceycav#searchnorwich I love marketing.

4. @staceycav#searchnorwich

5. @staceycav#searchnorwich Especially this.

6. @staceycav#searchnorwich Best marketing stunt ever.

7. @staceycav#searchnorwich

8. 843 Miles per hour - Felix Baumgartner’s top speed during the jump @staceycav#searchnorwich

9. 3 million Tweets about the jump during the event itself. https://www.campaignlive.co.uk/article/red-bull-stratos-skydive-smashes-youtube-records/1154746?src_site=marketingmagazine @staceycav#searchnorwich

10. 8 million simultaneous live viewers on Youtube. @staceycav#searchnorwich

11. 43 million Views on the 90 second highlights video Redbull released later. https://www.youtube.com/watch?v=FHtvDA0W34I @staceycav#searchnorwich

12. @staceycav#searchnorwich

13. http://www.redbullstratos.com @staceycav#searchnorwich

14. @staceycav#searchnorwich

15. All you’ll need… @staceycav#searchnorwich

16. 50 million Euros. https://www.sportsbusinessdaily.com/Global/Issues/2012/10/16/Marketing-and-Sponsorship/Red-Bull.aspx @staceycav#searchnorwich

17.

18. Was it worth it? @staceycav#searchnorwich

19. I have no idea. @staceycav#searchnorwich

20. On a more “real world,” scale… @staceycav#searchnorwich

21. This is brilliant… @staceycav#searchnorwich