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Geoff Livingston - Super Hero Content Marketing: A Data Tale
- 1. Super Hero Content Marketing A Story about Data a Legends of Learning Presentation Presented by Geoff Livingston, CMO www.LegendsofLearning.com
- 2. Page 2 Doesn’t Everyone Want to Be a Hero? www.LegendsofLearning.com
- 3. Page 3 After Researching Teacher Behavior, We Created a Brand that Recognizes Teaching Heroes
- 4. Page 4 Though We Create Fun Content, Data Created a Pivot and Evolve www.LegendsofLearning.com
- 5. Page 5 Substantive Content Worked Better: So We Built Our Solar Eclipse Lesson Marketing Plan www.LegendsofLearning.com
- 6. Page 6 Solar Eclipse Content Developed Included Public field trip to the solar eclipse for Cobb County Schools Lesson plan Two free public games Secondary content curated resources, suggested resources from an ambassador Four additional gated games PR and paid social ads www.LegendsofLearning.com
- 7. Page 7 How the Students Reacted www.LegendsofLearning.com
- 8. Page 8 How the Teachers Reacted www.LegendsofLearning.com
- 9. Page 9 How the Teachers Really Reacted Two public video games became our top-played games ever Eclipse day was our greatest day in terms of student games played Uptick in teacher acquisition that has remained strong Most trafficked learning objective Top two blogs to date CPA: Estimate $15 per teacher www.LegendsofLearning.com
- 10. Page 10 Macro Thoughts – The Content Marketing Trend
- 11. Page 11 Some Thoughts on What the Trend Represents Content Social Search Fueled by Internet publishing ecosystem The new marcom (say goodbye to brochures, sort of) For many it became a new term for blog articles and videos Focuses on infotainment and utility
- 12. Page 12 Content Marketing Is a Big Bucket This is why content marketing is really a trend buzzword for marcom in my book Most marketers already engage in content marketing The trend focuses on mastering the social web/Internet aspects However, I believe it is as simple as a medium and a message. Even a worn cape sends a message.
- 13. Page 13 Throw Out the Rules: Content Shock Has Arisen This decline is shown across media properties that promote the content marketing trend.
- 14. Page 14 Content Production Increases YoY by 20%! Time Spent Online Does Not Increase Much
- 15. Page 15 You Can Build a Content Bridge, But…
- 16. Page 16 The Path Has Changed: Data Shows You the Path
- 17. Page 17 The Answer Lies in Precision: Think Analytics
- 18. Page 18 Understand Acquisition Behavior Patterns: Where Customers Interact & Why
- 19. Page 19 Easy Five Step Process Measure Report AnalyzeTest Repeat
- 20. Page 20 Which Click Did What?
- 21. Page 21 Example: Avinash’s Global World Domination
- 22. Page 22 How Do You Fight Data Overload?
- 23. Page 23 Go Beyond Vanity Metrics Goal Conversions Cost per acquisition MQLS Assisted conversions Share of Voice Inbound Traffic Time on Site Key influencer engagement Media pick-ups Email addies New Followers Engagement (combined) Likes Reshares Comments
- 24. Page 24 Questions? Email me at geoff@legendsoflearning.com Image by Aaron Squires
Notas do Editor
- This is my real beef with best content myth and the overall great creative meme. You can write the Eiffel Tower of blog posts, but it will fail if no one sees it. Increasingly, less people share content. Half of all posts get shared eight times or less, 75% get shared less than 40 times. That’s because there’s more and more content. This decline is affecting everybody, even top content creators as evidenced by the above chart from Buzzsumo.
- Mary Meeker’s annual Internet trends report shows a 20+% increase in Internet traffic year-over-year. It also shows a 75% year-over-year increase in consumer generated shares. ALl of these increases equal more noise year-over-year. Yet, while the average amount of content dramatically increases every year, the actual time people spend online is not increasing that much. We are talking about single digit growth. You can only spread the peanut butter so far. This is the very embodiment of content shock.
- Consumers bounce between search, conventional web browsing, social, and email. No single channel works anymore. Marketing success and closed sales rest upon a multi-channel approach. Google’s “The Customer Journey to Online Purchase” is one of our favorite tools. Here, you can see how different channels affect people’s purchasing decisions.
- Winning is much more about the mechanics than the great content chefs would lead you to believe. I remember speaking with my friends at Navy Federal last fall about their content. They saw a 14% jump in inquiries based on a content campaign via social media. Because of the increase in volume, they moved to enterprise grade social media management solutions and analytics tools to monitor conversations, log service interactions, and measure the impact of these conversations. They ended up optimizing their efforts and focusing on the channels and tactics that were driving the most customer interactions. The financial results justified further investment. The content was very good. The optimization and tailoring was even better.
- Successfully measuring efforts begins with determining objectives. Objectives are where we want to end up and what we want consumers to do. Every strategy and tactic should move us closer to them. Objectives or goals don’t only determine marketing activities. They’re also the bedrock of digital analytics.
- Virtuous cycles are everywhere. We find them at work and even at home. They’re a constant feedback loop designed to improve some function of our lives, be it marketing initiatives or interpersonal communication. Digital analytics also is cyclical. It involves five steps: Measure Report Analyze Test Repeat Choose a day, say, the first Tuesday of each month, to review data. Make a note in your calendar so that you don’t miss the appointment.
- Understanding which click did what is known as “attribution.” It’s the idea of assigning credit for a conversion. Isn’t the model comparison tool pretty? Now you know which clicks are doing what. The report is found in the conversions tab.
- Like processes, plans keep things on track. A measurement plan begins with defining what is to be measured. Four, other steps follow it: Document your technical infrastructure. Create an implementation plan. Implement tracking. Maintain and refine. Developing a measurement plan takes time and effort, but it’s better to invest now rather than later.