Managing High-Volume Content for Marketing Success in 40 Characters
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This document discusses content marketing strategies for managing high-volume content across key channels. It provides examples of content plans for different companies, including a sports fishing retailer, Indiana University, Cvent, and Bass Pro Shops. Each company produces hundreds of pieces of content per year through a combination of internal and external contributors. The document also outlines best practices for planning, producing, publishing, promoting, and measuring content marketing efforts.
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Managing High-Volume Content for Marketing Success in 40 Characters
- 1. CONTENT MARKETING BY THE NUMBERS Ideas for Managing High-Volume Content Across Today’s Most Important Channels ENTERPRISE @JamesPaden #GoInboundMktg
- 2. Compendium? Content Marketing Platform Over 300 clients:
- 3. is all the marketing that is left. CONTENT MARKETING – SETH GODIN BEST-SELLING AUTHOR
- 4. IMAGINE… YOU’RE A SPORTS FISHING RETAILER @JamesPaden #GoInboundMktg
- 5. 30 Topics of Interest 1. 35 fishing tips 2. We share the best bait for fishing 3. Reel ’em in with the best fishing lure 4. Fishing jigs: Experts pick the best 5. How to read fishing reports 6. Charter fishing trips for all skill levels 7. Saltwater fishing: Everything you need to know 8. Freshwater fishing: Tips for every skill level 9. Fly-fishing for beginners 10. Learn to fly-fish: the 7 things you need to know 11. Fly-casting like a pro 12. Fly-fishing videos for fishers of every level 13. Fly-fishing magazine: why you need a subscription 14. Fly-fishing gear: Everything you need 15. Fly rods: What to look for 16. Fly-fishing and fly-tying: expert tips 17. Fly-fishing for trout 18. Fly-fishing in Montana 19. Fly-fishing Colorado 20. Fly-fishing Canada 21. Fly-fishing Scotland 22. Fly-fishing guides: hiring the best 23. Bass fishing tips 24. Pike fishing tips 25. Northern pike fishing tips 26. Tips for catching catfish 27. How to catch salmon 28. How to catch crappie 29. Prepare fish for cooking 30. Fish recipes: Cooking your catch
- 6. OUT OF THE GATE: 30 CONTENT ELEMENTS
- 7. Personas Bud White: A 60-something guy who has fished all his life and loves nothing more than heading to a lake, a river or an ocean on vacation to fish the days away. James and Joey Langston: Father and son who love spending quality time together enjoying this leisurely sport. Wade Smith: A weekend warrior who enjoys all manner of outdoor sports with his friends—including fishing. Lucy Anderson: One of 17 million licensed female anglers in the U.S. The Fisher Family: A close-knit clan that’s passionate about camping, hiking, fishing and exploring the great outdoors.
- 10. 750content elements 30stories x5personas 150content elements X5stages of the funnel
- 11. And Then There’s Facebook… 1,460 unique posts per year (at least) X365 days per year 4 updates per day @JamesPaden #GoInboundMktg
- 12. WHATCONTENT DO I NEED?
- 13. Content with images get almost the traffic received by content without images Images @JamesPaden #GoInboundMktg
- 14. Content with YouTube videos get over the traffic received by content without videos Images @JamesPaden #GoInboundMktg
- 15. Content with a list get almost the traffic received by content without lists Lists @JamesPaden #GoInboundMktg
- 16. Content with a number in the title get the traffic received by content without numbers Titles @JamesPaden #GoInboundMktg
- 17. <10 10-19 20-29 30-39 40-49 50-59 60-69 70-79 80-89 90+ Average Traffic By Title Length
- 18. < 100 100-199 200-299 300-399 400-499 500-599 600-699 700-799 800+ Average Traffic By Content Length
- 19. < 4 4-9 10-19 20+ Average Traffic By Number of Authors
- 20. of content is edited prior to approval by an administrator Management @JamesPaden #GoInboundMktg
- 21. CRISISBUT … DON’T SWEAT IT SOUNDS LIKE A CONTENT
- 23. Indiana University • 50-100 student contributors (varies per semester) • 1,200 content pieces a year • 2,500 integrated social promotions • 200 visits per day, 66% new visitors • 2.5 pageviews and 3 minutes per visit • Management is only one hour per day • Top social content was shared 1,100 times
- 24. Cvent
- 25. Cvent • 4 uniquely-targeted content hubs • 50+ writers • 8 editors, average 1.5 hours of management • 2,000 content pieces a year • 12 monthly email campaigns + social campaigns • Content-based nurturing led to 325% SQL increase • $1 million in projected ad revenue for 2013
- 26. Bass Pro Shops
- 27. Bass Pro Shops • 200 contributors across 58 stores • 2000 content pieces a year • Almost 1 million visitors in 2012 • 15% click-through-to-store average • Email campaign automation planned @JamesPaden #GoInboundMktg
- 28. DON’T FREAK OUT HERE’S HOW TO DO IT
- 29. PLAN. • Separate planning • Create topic modals • Create personas • Create calendar • Define a workflow @JamesPaden #GoInboundMktg
- 30. PRODUCE. • Create internally – Use email to capture FAQs – Interview employees • External sources – Subject matter experts – Content agencies • Capture from customers – Photos too – Engage from social
- 31. PUBLISH. • Use a marketing platform, not a CMS system • Dynamic CTAs
- 32. PROMOTE. • Promote everything • Repromote the best • Prompt to promote @JamesPaden #GoInboundMktg
- 33. PROVE. • Measure everything – Topics & Categories – Personas – Authors – Promotions – Content Types • Measure Cohorts • Recycle Content @JamesPaden #GoInboundMktg
Notas do Editor
- Where my data comes from, my role and why the data is important/relevant
- Chris’ Book, Email Marketing by the numbersHow Much Content You’ll NeedWhat Kind of Content You’ll NeedHow Some of our Clients are Generating Content