Live from Pubcon: Campaign Development for Content Marketing

By Janet Driscoll Miller | Oct 23, 2013
More Articles by Janet


In this session, Phillip Thune of Textbroker International, Jenneva Vargas of BeautyArmy and Steve Floyd of AXZM discussed various approaches to targeting content creation and distribution.

Phillip Thune

Phillip was up first . Textbroker is a place where companies can get freelance content written. He started off by sharing two resources to help with content creation:

And this video on how content makes marketing:

There are four main things to consider:

  1. Campaign Theme (this is central to the other three)
  2. Content
  3. Distribution Channels
  4. Keywords

To develop the strategy, Define, Design, Develop and Deploy.

Define

Consider messaging, style, topics, legal guidelines, calendar, channel and goals.

Design

Start with your calendar. Plan out your content in advance. What will the elements be? eBooks? Whitepapers? Videos?

Develop

Use writers in house and rely on subject matter experts outside of your company. You can also outsource content. And repurpose content when you can — it saves time! Where can you outsource to? You can use freelancers, bidding websites or writing websites.

Deploy

Post to website, blogs, and press sites. Promote content with easy to share buttons. Make sure the content contains keywords for maximum results.

Jenneva Vargas

Next up was Jenneva. She started by sharing the three main goals of content:

  • Get people talking about the brand
  • Drive qualified traffic and leads
  • Drive links to the site

She shared the story of two viral campaigns. Viral doesn’t always serve your goals well.

First she shared the story of  Chuck Testa, a taxidermist. He posted video on YouTube and it went viral.

http://www.youtube.com/watch?v=LJP1DphOWPs

But he became a meme, and it didn’t create more inbound links to his site.

She then shared the story of Dove Real Beauty Sketches. The campaign got 56M views on YouTube and is known as the most viral ad ever. It has over 500 comments.

http://www.youtube.com/watch?v=XpaOjMXyJGk

What was the end result of inbound links? There were about 2,000 links to the site. Only .18% of people who viewed the campaign linked back. Yikes. There were also some SEO mistakes made with redirects on the Dove campaign that ended up not really helping Dove to get the real value of those links.

Lessons Learned

There is a very low rate of linking to the original source. After the campaign is done, set up a post-campaign inbound link effort with those webmasters who resued your content. Also make sure your site is ready to receive the full benefit of your efforts (such as the Dove SEO mixup example).

Instead of focusing on total viral, consider “market viral” (viral within your niche). Ways to do this include:

  • answer industry pain points
  • provide industry insights wrapped in compelling content
  • use psychographic data to find themes that will resonate
  • outreach your content

You can also offer exclusives on content to larger sites. She uses a tiered approach:

  • T1: high authority sites
  • T2: up and coming
  • T3: links to get links

First, Google a topic to see who influencers might be. To judge influence, check out:

  • Feed Compare
  • How Socialble
  • Mention Mapp
  • Tweet Reach
  • Twitter Counter

But the tool she likes best is Followerwonk. Look at Social Authority. Jenneva diagrammed the outreach process as:

outreach-process

She suggested that you “professionally flirt” with your desired outreach targets. Get their attention BEFORE you ask for something from them. Promote their content, comment on their content and suggest content sources for them.

But ultimately, you need to measure your content success. The most important metric is leads, but traffic and inbound links are secondary measurements.

Steve Floyd

Steve was up last and discussed his “Bruce Lee Guide to Strategic Content”.

The path to useful, usable and findable content is narrow. Content campaigns rest on content strategy. Sometimes it can feel like the very people who you need to help you can be against you. With a strategic approach, you can turn adversaries into allies with the right content and approach.

Steve proposes that content strategy is actually its own discipline. He shared this slide showing the strategy approach and three books that he recommends (the blue words) on this topic:

content-strategy

Content strategy isn’t just having an editorial calendar. Content strategy is about vision and direction for content. He proposed putting content front and center and following this approach:

  1. Content
  2. Information Architecture
  3. Visual Design
  4. Development

First, Gather. What do you have? What is missing?

Second, Govern. How and where to you present the words? How do you make it happen?

Third, Grow. Figure out what’s working and why.

He also shared a worksheet you can use to plan your content strategy.

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