I had the benefit to deliver a presentation in Charlotte, NC at Search Exchange on the topic of Designing Big Content.

1. Designing Big
Content
Brian Chappell
Managing Partner / ADAPT PARTNERS

2. What is Big Content
“Resources that go beyond our narrow bins of blog posts, videos, and infographics.” – Dr. Pete –
Moz.com
Img src: http://www.savorhisgoodness.com/2012/04/circus-date-
night.html

3. Think Bigger Than Evergreen

4. Go Big or Go Home

5. Be Thorough
• Would you trust the information presented in this article?
• Is this article written by an expert or enthusiast who knows the topic well, or is it more
shallow in nature?
• Does this article have spelling, stylistic, or factual errors?
• Does the article provide original content or information, original reporting, original research,
or original analysis?
• Does the article describe both sides of a story?
• Does this article provide a complete or comprehensive description of the topic?
• Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
• Would you expect to see this article in a printed magazine, encyclopedia or book?
Src: (What counts as high quality content from Google - 2011): http://goo.gl/ieMcIk

6. Big Content ≠ Infographics

7. Paralax is cool
BUT
Is the content usable?

8. Basic lists are
usable
But maybe not perfect; Results speak
for themselves:
• 135 unique linking domains
• 2k FB Shares
• 3,200 Tweets
• 50 + Comments
Src:
http://www.jeffbullas.com/2011/04/28/
50-fascinating-facebook-facts-and-
figures/

9. Forms of Big Content
• Web App
• Blog Post
• Flat Page
• Video
• Image
• Microsite

10. Throw out your old ways

11. Creation Process
• Process Flow is everything - There is no one way, find out what works for
you
 identify the problem
 brainstorm solutions to problem
 build, model, define what version 1 is - don't launch until v 3
 initiate outreach to industry experts to get thoughts then refine into v2,3

12. Data Sources for Content
• Data, data, data.
• Utilize Verifiable sources found online
• Create your own Data
• Mine the Dark Web
 Government entities collect data and store them internally but don’t always
showcase on site. Pick up the PHONE and call!

13. Data Sources for Content
Guardian government Google Consumer Surveys
Guardian Data Factual
Data Market Azure by Microsoft Freebase
WorldBank Crunchbase
Google PublicData Socrata
CNN Money Socialbakers
UN Data Datamobs
USA Census Quandl
Datamarket
Full list here: http://goo.gl/Q6ads8

14. Ideation
Where do you find the ideas for your big content? Look for patterns in
keyword prominence.
• Customer Surveys
• Google Consumer Surveys
• Analytics
• Keyword Research
• Quora / Yahoo Answers / Forums

15. Development and Design
• Think MVP vs. Scope Creeper
• Perhaps try to create your own designed page using tools like Easal.io
• Have your Developers use the Twitter bootstrap framework to save
themselves time in development

16. Timing for Creation
• Timing: can be common for content to take 2-3 months to create if not longer
• Think of its creation process as somewhat similar to launching a new
website.
• Collaboration is critical; multi-person involvement
• Roadblocks will happen, adjust quickly.

17. Increase Shareability / Promotion
• Increasing the impact?
 Q/A subject matter experts
 Get quotes from thought leaders
 Outreach via Email, Tweet or Call

18. Let the World
Know
• Social ad buys
Facebook
Linkedin
Adwords/Retargeting
• Spend 30-40% of
Big content
budget on
promotion/outreac
h

19. Big Content Prices

20. 5 + Year
Series Big
Content Piece
• 100+ unique linking domains to
series over last 5 years
• 100K in new business generated
• 1k + Tweets
• Main stream media links
Src:
http://www.ignitesocialmedia.com/social-
media-stats/2012-social-network-
analysis-report/

21. Trademark
Registrations /
Business Indices
Correlation
Analysis
• Hired Business Statistician to
head up content analysis
• 3 month timeline
• Called USPTO to collect data
going back 10+ years
• Secured Main stream media
links
Src:
http://secureyourtrademark.com/trademark-
registrations-research/

22. Airbnb
Community
Guides
• USP for Airbnb is community
guides
• Spent probably 10x what
traditional content would
have cost
• YOY updates make this as
even more valuable source
Src:
https://www.airbnb.com/locations/austin/

23. Mailchimp
Labs
• Mailchimp has an
entire department
dedicated towards
Big content; enter
the Rocket Science
Group
Src:
http://rocketsciencegroup.com/

24. The Perfect
Web Page
• Design fusion creates
usable experience
• Aggregated data from
around the web and
simplified it
• Thousands of shares
• 91 referring linking root
domains
Src:
http://www.hitreach.co.uk/perfect-web-page

25. Summary
• Tie it back to Brand Strategy
• Big Content Can be what
your company is known
for, Ex: Red bull
• SEO + Social = Sales
Sales
SEO
Social

26. Thank You
Tweet me: @brianchappell
Email me: brian@adaptpartners.com