Content Marketing Challenge - Expanding Mediums Beyond the Written Word

WHY CONTENT FAILS
• Cookie cutter
• Weak promotions & no interaction between
mediums
• Wrong medium
• Low brand correlation
http://orthris.com/consulting-services/content/

WHAT IS CONTENT?
• Content is a consumable item, that comes in all shapes and sizes, with
the goals of telling a story by capturing the audience’s attention.
• Content is: video, landing pages, written content, visual content,
podcasts, interactive, etc

Content is not MEANS TO AN END.
It’s a JOURNEY and DESTINATION for your
audience.

WHAT SHOULD CONTENT DO
• Rile up emotions in people
• Tell a story
• Provide information that entertains or is interesting
• Meet a goal [lead gen, conversion, visibility, link
generation]
• Share data or research

No matter the medium: Content needs a
PURPOSE.

HOW DO I DETERMINE MEDIUMS?
ASK YOURSELF!
• WHO am I targeting (age range, gender, economic status,
interests, etc)
• WHAT are they consuming? Online video? Television? Digital
publications?
• Go forth and create!
*You can perform internal research with audience members to help
determine this [SurveyMonkey]

• IDENTIFY YOUR GOALS
• RESEARCH: PERSONAS, AUDIT YOUR COMPETITORS, INTERNAL SURVEYS • CREATE YOUR STRATEGY & CHOOSE YOUR MEDIUM(S) ACCORDING TO PERSONAS
• TEST 1-2 DIFFERENT TYPES
• MEASURE, MEASURE, MEASURE, MEASURE, MEASURE AGAINST YOUR GOALS
• *PERSONAS: MIKE KING- @ipullrank

AUDIT COMPETITOR’S CONTENT
Audience Overlap = Where the magic happens!
(AKA, where data can be found)
COMPETITOR
YOU/CLIENT
BRAND

AUDIT COMPETITOR’S CONTENT
Screaming Frog [to crawl blog for URLs]
• Categorize the different mediums into clusters
• Take those clusters and…
SharedCount [Pull social metrics]
MajesticSEO/Similar Tool [Pull organic metrics]
What mediums resonate? What mediums don’t?

HISTORY SHOULD STAY HISTORY
BLOG WEBSITE
POST
THIRD PARTY
PUBLICATION
OR WEBSITE
SIMILAR
OR SAME
POST
THIRD PARTY
PUBLICATION
OR WEBSITE
SIMILAR
OR SAME
POST

CONTENT MEDIUM INTERACTIONS
WEBSITE
THIRD PARTY
PUBLICATION
OR WEBSITE
VIDEO BLOG POST /
SUPPORTING
BLOG POST /
VISUAL
THIRD PARTY
PUBLICATION
OR WEBSITE
STATIC
VISUALS
(SLIDESHAR
E, VISUAL
CARDS, ETC)
TRANSCRIPT

Infographics
• Research heavy content:
simplified
• Easy to digest and highly
shareable
• NOT everything should
be an infographic. Use
sparingly and measure
performance, distribution,
link generation

PUPPIES!

UGC (USER GENERATED CONTENT)
• Great for extra, fresh content that involves your
audience or customers.
• Sculpt continually to make sure UGC that isn’t
generating traffic isn’t indexed in the SERPs.
• Pack [Newsletters, Photo Feeds]

VIDEO/INFLUENCER COLLAB
“While almost all online adults age 18-29 (95%) and most of those age 30-49 (87%)
watch and/or download online videos, that figure drops to 58% among adults online age
50 and older.” – Pew research study

VIDEO/INFLUENCER COLLAB
(Brand: GoPro)
• “Sharing” audiences for possible
loyalty transference.
• Reaching millennials [hardest group
to target]
• Short (5-15 seconds) vs. Extended
(5-7 minutes)
• Vine / Instagram / YouTube

REPURPOSING ARTICLES
• Pull metrics, identify what articles performed best
(on site and off site)
• Repurpose into mediums that reach your intended
demographic
• Repurpose into slideshares, infographics, videos,
etc. for distribution.
[Buzzfeed]

WEBINARS
• Great for promotional & non-promotional
content
• Repurpose into Slideshare
• Take Q&A
• Brand visibility and authority in
the space
• Email Capture

WHITE PAPERS
• Deep research with internal sources and external
sources.
• Promotional (ie: research related to product)
• Non-promotional (ie: industry research)

TRENDING CONTENT
Owdy.Co:
Network developed.
• Trending Content is NOT
for everyone.
• Virality and visibility
• Must be industry
relevant

E-BOOKS
• In-Depth Guides
• Multiple content pieces
formed into a narrative
• Graphics heavy
• Research intensive
• Great for harvesting
emails

INTERACTIVE PIECES
• Interactive pieces engage and are great for educational type
content, or complicated data

IRON MAN
AUDI’S COBRAND WITH MARVEL [IRON MAN]
• Comic book & storyline
• Landing page
• Co-promoted R8 and
Movie Release
• Data/Email Capture

MARKETING AUTOMATION COMPANY
• GOAL: Email capture via eBook downloads
• Infographic, Written Posts, Ebook
MARKETING
AUTOMATION
WEBSITE
EBOOK
IG ON
THIRD
PARTY SITE
POST ON
THIRD
PARTY
SITE
POST
PART 1
ON BLOG
POST
PART 2
ON
BLOG
Visual
Cards
(Quotes)

PORNHUB
• Promote brand in an acceptable way with
mainstream publications
• Provide shareable data in the form of
graphs and visuals

AIRBNB
In-depth Guides
• Resourceful
• Rankable
• Visual
*AirBnB uses local photographers for
their content

• IDENTIFY YOUR GOALS
• RESEARCH: PERSONAS, AUDIT YOUR COMPETITORS, INTERNAL SURVEYS • CREATE YOUR STRATEGY & CHOOSE YOUR MEDIUM(S) ACCORDING TO PERSONAS
• TEST 1-2 DIFFERENT TYPES
• MEASURE, MEASURE, MEASURE, MEASURE, MEASURE AGAINST YOUR GOALS

LET’S CHAT!
TWITTER: @selenavidya
EMAIL: selena@orthris.com
G PLUS: Gplus.to/selenavidya
LINKEDIN:
Linkedin.com/in/selenavidya

Content Marketing Challenge - Expanding Mediums Beyond the Written Word

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