3XE Digital Proudly presents: Caoimhe Gaskin, Content Marketing at Digital Marketing Institute In this workshop, Caoimhe will share some practical solutions for your content needs that you can implement immediately, recommend apps and tools for producing content using mobile journalism techniques and highlight the key metrics for measuring success in your multimedia efforts. **presentation is NOT for commercial use** For more info visit: www.3xedigital.com

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Digital Marketing Institute
Content Marketing
on a Shoestring
Budget
Caoimhe Gaskin
Senior Digital Content Marketer
@gaskinc

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The Myths 1. Not Enough Time?
2. Not Enough Money?
3. Not a Graphic Designer?
4. Not a Videographer?
5. Your Turn!

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Myth #1: Not Enough Time

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Myth #1 Not Enough Time
Marketing Automation - software that exists with the goal
of automating repetitive marketing tasks such as emails and social
media.
Does the heavy-lifting and frees you up to for important (and fun!)
things like content creation & engaging authentically with your
audience.
Why automate? Save Time & Add Value
CG1

5. Slide 4
CG1 Sensitive events - radiohead gig in Toronto - stage collapsed - local radio station flagged it but forgot to take down their tweet relating
to it.
Caoimhe Gaskin, 12/05/2017

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Myth #1 Not Enough Time
Social Media Management Tools: Buffer, Hootsuite & Everypost
(Buffer is my personal favourite)
Email Marketing solutions like MailChimp let you automate
campaigns & create a targeted email or series of emails that send
when triggered by a specific date, event, or contact’s activity.
Content Management System: WordPress or Squarespace.
(Squarespace is my favourite). Automate your publishing to queue
up posts. Mobile Responsive – Mobile-first indexing.
CG1

7. Slide 5
CG1 Sensitive events - radiohead gig in Toronto - stage collapsed - local radio station flagged it but forgot to take down their tweet relating
to it.
Caoimhe Gaskin, 12/05/2017

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Myth #1 Not Enough Time
IMPORTANT: Monitor what’s working & be careful of scheduling
potentially sensitive content - stick to non-time-sensitive, content-
focused posts.
CG1

9. Slide 6
CG1 Sensitive events - radiohead gig in Toronto - stage collapsed - local radio station flagged it but forgot to take down their tweet relating
to it.
Caoimhe Gaskin, 12/05/2017

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Myth #1 Not Enough Time
IMPORTANT: Monitor what’s working & be careful of scheduling
potentially sensitive content - stick to non-time-sensitive, content-
focused posts.
CG1

11. Slide 7
CG1 Sensitive events - radiohead gig in Toronto - stage collapsed - local radio station flagged it but forgot to take down their tweet relating
to it.
Caoimhe Gaskin, 12/05/2017

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Myth #2: Not Enough Money

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Myth #2 Not Enough Money
Analytics are your friends!
Google Analytics: As long as you do not exceed 10
million hits per month, Google Analytics is free.
Build Buyer Personas – Create a picture of your
customers & their buying behaviours. See our free
guide.

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Myth #2 Not Enough Money
Why take the time to build these personas?
If you know who you are talking to you can increase
reach & conversions with less spend.
Allows you to understand what channels to use to
reach your customers & how to nurture the customer
relationship with the right content, at the right time.

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Myth #2 Not Enough Money

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Myth #2 Not Enough Money
URI (Universal Resource
Identifier)

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Myth #2 Not Enough Money

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Myth #2 Not Enough Money
Bounce Rate – anything over 40% is an issue – set a benchmark
How do you know if an average time of page is good? Read the page
and time yourself
Sessions vs. unique session – if you’re looking for the number of
visitors – use unique sessions.
IMPORTANT: What is the objective of your campaign? What are your
KPIs and how are you measuring success?
Work backwards from this!

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Professional Diploma in Digital Marketing

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Myth #3: Not a Graphic Designer

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Myth #3 Not a Graphic Designer
Learn the basics – Canva Design Schools - Fonts, font pairings,
Layouts, Colours – the little things make a BIG difference!
Design your own: Pablo, Canva and Piktochart (infographics)
Need Stock Imagery? Try Unsplash (my favourite!), Negative Space,
Death to Stock
Creative Commons Licensing – you have the right to share, use,
and build upon a work that he/she has created.

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CG3 https://designschool.canva.com/
Caoimhe Gaskin, 12/05/2017

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Myth #3 Not a Graphic Designer
Improve your imagery with simple steps:
Rule of Thirds
Bounce light to take away shadows with
a reflector
Make use of natural light – don’t shoot
Into the light. Overexposure.

24. Slide 18
CG3 https://designschool.canva.com/
Caoimhe Gaskin, 12/05/2017

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Myth #3 Not a Graphic Designer

26. Slide 19
CG3 https://designschool.canva.com/
Caoimhe Gaskin, 12/05/2017

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Myth #3 Not a Graphic Designer

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Myth #3 Not a Graphic Designer

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Myth #4: Not a Videographer

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#Myth 4 Not a Videographer
Mobile Journalism – ‘Mojo’
Perfect for social channels – the rise of vertical video – know how to
format your video for channels like Snapchat, Facebook & Instagram.
Keep it short! 30 seconds
maximum or 1:30.
Average human attention
span is now 8 seconds!

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#Myth 4 Not a Videographer
Learn the basics with Vimeo video school – everything from framing,
audio to lighting. https://vimeo.com/blog/category/video-school.
IMPORTANT: A user may tolerate bad picture quality but they won’t
tolerate bad audio!

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#Myth 4 Not a Videographer
Rode VideoMic Me Directional Mic for Smart Phones
Great for pieces to camera
http://www.rode.com/microphones/videomicme

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#Myth 4 Not a Videographer
Rode smartLav+ Lavalier Condenser Microphone for Smartphones
Great for Interviews
http://www.rode.com/microphones/smartlav

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#Myth 4 Not a Videographer
Ultimate Mojo list

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#Myth 4 Not a Videographer
Top Pick? FiLMiC Pro $14.99 [iOS]
Android Alternative: Cinema FV-5

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Summary
If you’re not putting out relevant content
in relevant places - you don’t exist.
Gary Vaynerchuk

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Thanks
Caoimhe Gaskin
Senior Digital Content Marketer
Digital Marketing Institute

38. Resources
Marketing Automation
• Drip
• Buffer
• Hootsuite
• Everypost
• Mailchimp
• How to Use Marketing Automation for Lead
Generation
CMS
• Wordpress
• Squarespace
• Shopify (ecommerce platform)
• Fabrik (portfolio website for designers, artists)
Analytics
• Google Analytics
• Google URL builder
• Beginner’s Guide to Creating Buyer Personas
• Buzzsumo (Check out
https://app.buzzsumo.com/research/most-
shared to see where your content is being
shared)
• CoShedule (Headline Analyzer)
• Wolframalpha (good for fact checking, see
example here.)

39. Resources
Certified Digital Marketing Courses
• View all Digital Marketing Institute Courses
Design
• Canva Design School
• Squarespace
• Pablo
• Piktochart (infographics)
• Rule of thirds
• Pixlr [free online photo editor]
• How to use a reflector in photography
Stock Images ( Creative Commons)
• Unsplash
• Negative Stock
• Death to Stock

40. Resources
Mobile Journalism
• Glen Mulcahy
• @MojoConIRL
• Vimeo Video School
• Rode Microphones
• Manfrotto (lights & lens for your smartphone)
• Olloclip (lens for your smartphone)
• Photography tips from Apple for iPhone7
• Mojo: from periphery to the mainstream of
journalism
Apps
• iOS Mojo App List
• FiLMiC Pro
• Flixel (Create Cinemagraphs)
• Alternatives to Flixel
• 16 apps that will seriously raise your
Instagram game
• 14 of the Best Instagram Apps to Take Your
Content to the Next Level