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21 Tools and Tactics to
Make a Content Marketer’s
Life Easier
Stacey MacNaught
Tecmark
#ttlpresents @staceycav
My job in 2009…
#ttlpresents @staceycav
@staceycav
#ttlpresents @staceycav
@staceycav
Things are a little more
complicated now.
#ttlpresents @staceycav
Poor (scalable) link
acquisition tactics have
mostly fallen by the
wayside
#ttlpresents @staceycav
(Albeit not so much for
users)
There are lots of content
marketing definitions
#ttlpresents @staceycav
h"p://contentmarke/ngins/tute.com/2012/06/content-marke/ng-defini/on/
I prefer:
#ttlpresents @staceycav
The use of content to
achieve marketing goals
either directly or indirectly.
For me, they’re largely
SEO related goals
#ttlpresents @staceycav
I use content marketing
to build links, coverage
and generate relevant
traffic
#ttlpresents @staceycav
It started disastrously
#ttlpresents @staceycav
@staceycav
@staceycav
2 links.
@staceycav
@staceycav
(This doesn’t
work, by the
way).
It got gradually better
#ttlpresents @staceycav
It got gradually better
as we developed
processes
#ttlpresents @staceycav
#ttlpresents @staceycav
@staceycav#ttlpresents
@staceycav#ttlpresents
@staceycav#ttlpresents
@staceycav#ttlpresents
@staceycav
@staceycav
Other Examples
@staceycav#ttlpresents
Garden and
home security
survey
@staceycav
British Business
Dreamers
Survey
@staceycav
Browsing for
holidays while
at work survey
@staceycav
Quick and low
cost coverage,
citation and link
opportunities
@staceycav
Quick win local and
regional press links
with FOI data
@staceycav
We don’t have 100%
success rates.
#ttlpresents @staceycav
But we’re not far off.
#ttlpresents @staceycav
And if a project doesn’t
succeed first time, we’re
better now at reworking
it.
#ttlpresents @staceycav
@staceycav
(Some things are
beyond help)
Our success is down to
process, tactics and
tools…
#ttlpresents @staceycav
And people - but I can’t
share those!
#ttlpresents @staceycav
Most of the impact tools
and tactics can have is in
3 areas…
#ttlpresents @staceycav
Ideation, data sourcing
and distribution
#ttlpresents @staceycav
Ideation
#ttlpresents @staceycav
1635
Brainwriting
#ttlpresents @staceycav
#ttlpresents @staceycav
h"p://blogsession.co.uk/2014/03/635-method-brainwri/ng/
2
635
Brainwriting
Tool
#ttlpresents @staceycav
#ttlpresents @staceycav
h"p://635.tecmark.co.uk/
3
The Worst
Idea Method
#ttlpresents @staceycav
h"p://blogsession.co.uk/2014/03/635-method-brainwri/ng/
#ttlpresents @staceycav
You want
my
sh***est
ideas?
#ttlpresents @staceycav
h"ps://www.amazon.com/Idea-Stormers-Inspire-Crea/ve-Breakthroughs/dp/
1118134273
4SpeakUp
#ttlpresents @staceycav
h"ps://getspeakup.com/
#ttlpresents @staceycav
h"ps://getspeakup.com/
#ttlpresents @staceycav
h"ps://getspeakup.com/	
Free for up to 25 users
#ttlpresents @staceycav
h"ps://getspeakup.com/
#ttlpresents @staceycav
h"ps://getspeakup.com/
5Note and Vote
Method
#ttlpresents @staceycav
h"ps://library.gv.com/note-and-vote-how-to-avoid-groupthink-in-
mee/ngs-24e8...
Data
Sourcing
#ttlpresents @staceycav
Survey Platforms and
Panels
@staceycav#ttlpresents
6
OnePoll
#ttlpresents @staceycav
h"p://www.onepoll.com/
@staceycav
Larger investment but
very credible data.
#ttlpresents @staceycav
7
Esomar
Directory
#ttlpresents @staceycav
h"ps://directory.esomar.org/
@staceycav#ttlpresents @staceycav
8
Toluna Quick
Surveys
#ttlpresents @staceycav
h"ps://www.quicksurveys.com/
@staceycav#ttlpresents @staceycav
Smaller investment.
Quick turn around.
9Google Consumer
Surveys
#ttlpresents @staceycav
h"p://www.google.co.uk/insights/consumersurveys/home
@staceycav#ttlpresents @staceycav
Small Investment. Less
credible than other
sources.
Existing Data Sources
@staceycav#ttlpresents
10
Statista
#ttlpresents @staceycav
h"p://www.sta/sta.com/
@staceycav#ttlpresents @staceycav
11
Google Public
Data Explorer
#ttlpresents @staceycav
h"ps://www.google.com/publicdata/directory
@staceycav#ttlpresents @staceycav
12
Government
Statistics
#ttlpresents @staceycav
h"ps://www.gov.uk/government/sta/s/cs
@staceycav#ttlpresents @staceycav
Another approach
@staceycav#ttlpresents
13
Use FOI
Data
#ttlpresents @staceycav
h"ps://ico.org.uk/for-organisa/ons/guide-to-freedom-of-informa/on/what-is-the-foi-...
@staceycav#ttlpresents @staceycav
14
What Do
They Know
#ttlpresents @staceycav
h"ps://www.whatdotheyknow.com/
@staceycav#ttlpresents @staceycav
15
Ask the
EU
#ttlpresents @staceycav
h"ps://www.asktheeu.org/
@staceycav#ttlpresents @staceycav
Content
Promotion
#ttlpresents @staceycav
16Forward Features
Calendars
#ttlpresents @staceycav
h"ps://www.asktheeu.org/
#ttlpresents @staceycav
It’s easier to pitch
content when you
your topic and timing
are perfect.
#ttlpresents @staceycav
Obtain forward
features calendars
wherever you can.
@staceycav
Some
publications
publish them
@staceycav#ttlpresents
#ttlpresents @staceycav
In many cases, you’ll
need to ask.
17
Local and
Regional
Press
#ttlpresents @staceycav
#ttlpresents @staceycav
Local and regional
online press websites
are often quicker win.
#ttlpresents @staceycav
Some of the same
journalists write for
both.
#ttlpresents @staceycav
#ttlpresents @staceycav
#ttlpresents @staceycav
#ttlpresents @staceycav
18
Local &
Regionals
List
#ttlpresents @staceycav
http://bit.ly/local-press
#ttlpresents @staceycav
19
Freelance
Journo
Directory
#ttlpresents @staceycav
h"p://www.freelancedirectory.org/
#ttlpresents @staceycav@staceycav
20
CisionPoint
Media
Database
#ttlpresents @staceycav
h"p://cisionpoint.com/
#ttlpresents @staceycav
21
Other Useful
Tools
#ttlpresents @staceycav
#ttlpresents @staceycav
Finally…
#ttlpresents @staceycav
And most
importantly
#ttlpresents @staceycav
Content marketing is
a team game.
There’s no greater
asset/tools than a
determined team.
#ttlpresents @staceycav@staceycavstacey.macnaught@tecmark.co.uk
21 Content Marketing Tools and Tactics by @staceycav at #TTLPresents - September 2016
21 Content Marketing Tools and Tactics by @staceycav at #TTLPresents - September 2016
21 Content Marketing Tools and Tactics by @staceycav at #TTLPresents - September 2016
21 Content Marketing Tools and Tactics by @staceycav at #TTLPresents - September 2016
21 Content Marketing Tools and Tactics by @staceycav at #TTLPresents - September 2016
21 Content Marketing Tools and Tactics by @staceycav at #TTLPresents - September 2016
21 Content Marketing Tools and Tactics by @staceycav at #TTLPresents - September 2016
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21 Content Marketing Tools and Tactics by @staceycav at #TTLPresents - September 2016

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My presentation from #ttlpresents in Belfast in September 2016.

This deck goes through 21 content marketing tools and tactics our team at Tecmark uses to improve the efficiency and success in the areas of:

- Ideas generation for content marketing
- Data sourcing to support content projects
- Content distribution and promotion

Hope it's useful to some of you and if you have any questions at all, shoot me an email! Email address on the final slide.

Publicada em: Marketing
  • Hey Stacey! Loved the presentation. Memes make everything better. Have you heard of DrumUp - https://drumup.io/ ? It's a content marketing and social media management app which sources fresh and relevant content to recommend to your audience, amongst a host of other features. Try it out and let me know what you think :)
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21 Content Marketing Tools and Tactics by @staceycav at #TTLPresents - September 2016

  1. 1. 21 Tools and Tactics to Make a Content Marketer’s Life Easier Stacey MacNaught Tecmark #ttlpresents @staceycav
  2. 2. My job in 2009… #ttlpresents @staceycav
  3. 3. @staceycav
  4. 4. #ttlpresents @staceycav @staceycav
  5. 5. Things are a little more complicated now. #ttlpresents @staceycav
  6. 6. Poor (scalable) link acquisition tactics have mostly fallen by the wayside #ttlpresents @staceycav
  7. 7. (Albeit not so much for users)
  8. 8. There are lots of content marketing definitions #ttlpresents @staceycav
  9. 9. h"p://contentmarke/ngins/tute.com/2012/06/content-marke/ng-defini/on/
  10. 10. I prefer: #ttlpresents @staceycav The use of content to achieve marketing goals either directly or indirectly.
  11. 11. For me, they’re largely SEO related goals #ttlpresents @staceycav
  12. 12. I use content marketing to build links, coverage and generate relevant traffic #ttlpresents @staceycav
  13. 13. It started disastrously #ttlpresents @staceycav
  14. 14. @staceycav
  15. 15. @staceycav 2 links.
  16. 16. @staceycav
  17. 17. @staceycav (This doesn’t work, by the way).
  18. 18. It got gradually better #ttlpresents @staceycav
  19. 19. It got gradually better as we developed processes #ttlpresents @staceycav
  20. 20. #ttlpresents @staceycav
  21. 21. @staceycav#ttlpresents
  22. 22. @staceycav#ttlpresents
  23. 23. @staceycav#ttlpresents
  24. 24. @staceycav#ttlpresents
  25. 25. @staceycav
  26. 26. @staceycav
  27. 27. Other Examples @staceycav#ttlpresents
  28. 28. Garden and home security survey @staceycav
  29. 29. British Business Dreamers Survey @staceycav
  30. 30. Browsing for holidays while at work survey @staceycav
  31. 31. Quick and low cost coverage, citation and link opportunities @staceycav
  32. 32. Quick win local and regional press links with FOI data @staceycav
  33. 33. We don’t have 100% success rates. #ttlpresents @staceycav
  34. 34. But we’re not far off. #ttlpresents @staceycav
  35. 35. And if a project doesn’t succeed first time, we’re better now at reworking it. #ttlpresents @staceycav
  36. 36. @staceycav (Some things are beyond help)
  37. 37. Our success is down to process, tactics and tools… #ttlpresents @staceycav
  38. 38. And people - but I can’t share those! #ttlpresents @staceycav
  39. 39. Most of the impact tools and tactics can have is in 3 areas… #ttlpresents @staceycav
  40. 40. Ideation, data sourcing and distribution #ttlpresents @staceycav
  41. 41. Ideation #ttlpresents @staceycav
  42. 42. 1635 Brainwriting #ttlpresents @staceycav
  43. 43. #ttlpresents @staceycav h"p://blogsession.co.uk/2014/03/635-method-brainwri/ng/
  44. 44. 2 635 Brainwriting Tool #ttlpresents @staceycav
  45. 45. #ttlpresents @staceycav h"p://635.tecmark.co.uk/
  46. 46. 3 The Worst Idea Method #ttlpresents @staceycav h"p://blogsession.co.uk/2014/03/635-method-brainwri/ng/
  47. 47. #ttlpresents @staceycav You want my sh***est ideas?
  48. 48. #ttlpresents @staceycav h"ps://www.amazon.com/Idea-Stormers-Inspire-Crea/ve-Breakthroughs/dp/ 1118134273
  49. 49. 4SpeakUp #ttlpresents @staceycav h"ps://getspeakup.com/
  50. 50. #ttlpresents @staceycav h"ps://getspeakup.com/
  51. 51. #ttlpresents @staceycav h"ps://getspeakup.com/ Free for up to 25 users
  52. 52. #ttlpresents @staceycav h"ps://getspeakup.com/
  53. 53. #ttlpresents @staceycav h"ps://getspeakup.com/
  54. 54. 5Note and Vote Method #ttlpresents @staceycav h"ps://library.gv.com/note-and-vote-how-to-avoid-groupthink-in- mee/ngs-24e829e43295#.uqh2au1tr
  55. 55. Data Sourcing #ttlpresents @staceycav
  56. 56. Survey Platforms and Panels @staceycav#ttlpresents
  57. 57. 6 OnePoll #ttlpresents @staceycav h"p://www.onepoll.com/
  58. 58. @staceycav Larger investment but very credible data. #ttlpresents @staceycav
  59. 59. 7 Esomar Directory #ttlpresents @staceycav h"ps://directory.esomar.org/
  60. 60. @staceycav#ttlpresents @staceycav
  61. 61. 8 Toluna Quick Surveys #ttlpresents @staceycav h"ps://www.quicksurveys.com/
  62. 62. @staceycav#ttlpresents @staceycav Smaller investment. Quick turn around.
  63. 63. 9Google Consumer Surveys #ttlpresents @staceycav h"p://www.google.co.uk/insights/consumersurveys/home
  64. 64. @staceycav#ttlpresents @staceycav Small Investment. Less credible than other sources.
  65. 65. Existing Data Sources @staceycav#ttlpresents
  66. 66. 10 Statista #ttlpresents @staceycav h"p://www.sta/sta.com/
  67. 67. @staceycav#ttlpresents @staceycav
  68. 68. 11 Google Public Data Explorer #ttlpresents @staceycav h"ps://www.google.com/publicdata/directory
  69. 69. @staceycav#ttlpresents @staceycav
  70. 70. 12 Government Statistics #ttlpresents @staceycav h"ps://www.gov.uk/government/sta/s/cs
  71. 71. @staceycav#ttlpresents @staceycav
  72. 72. Another approach @staceycav#ttlpresents
  73. 73. 13 Use FOI Data #ttlpresents @staceycav h"ps://ico.org.uk/for-organisa/ons/guide-to-freedom-of-informa/on/what-is-the-foi-act/
  74. 74. @staceycav#ttlpresents @staceycav
  75. 75. 14 What Do They Know #ttlpresents @staceycav h"ps://www.whatdotheyknow.com/
  76. 76. @staceycav#ttlpresents @staceycav
  77. 77. 15 Ask the EU #ttlpresents @staceycav h"ps://www.asktheeu.org/
  78. 78. @staceycav#ttlpresents @staceycav
  79. 79. Content Promotion #ttlpresents @staceycav
  80. 80. 16Forward Features Calendars #ttlpresents @staceycav h"ps://www.asktheeu.org/
  81. 81. #ttlpresents @staceycav It’s easier to pitch content when you your topic and timing are perfect.
  82. 82. #ttlpresents @staceycav Obtain forward features calendars wherever you can.
  83. 83. @staceycav Some publications publish them
  84. 84. @staceycav#ttlpresents
  85. 85. #ttlpresents @staceycav In many cases, you’ll need to ask.
  86. 86. 17 Local and Regional Press #ttlpresents @staceycav
  87. 87. #ttlpresents @staceycav Local and regional online press websites are often quicker win.
  88. 88. #ttlpresents @staceycav Some of the same journalists write for both.
  89. 89. #ttlpresents @staceycav
  90. 90. #ttlpresents @staceycav
  91. 91. #ttlpresents @staceycav
  92. 92. #ttlpresents @staceycav
  93. 93. 18 Local & Regionals List #ttlpresents @staceycav
  94. 94. http://bit.ly/local-press #ttlpresents @staceycav
  95. 95. 19 Freelance Journo Directory #ttlpresents @staceycav h"p://www.freelancedirectory.org/
  96. 96. #ttlpresents @staceycav@staceycav
  97. 97. 20 CisionPoint Media Database #ttlpresents @staceycav h"p://cisionpoint.com/
  98. 98. #ttlpresents @staceycav
  99. 99. 21 Other Useful Tools #ttlpresents @staceycav
  100. 100. #ttlpresents @staceycav
  101. 101. Finally… #ttlpresents @staceycav
  102. 102. And most importantly #ttlpresents @staceycav
  103. 103. Content marketing is a team game.
  104. 104. There’s no greater asset/tools than a determined team.
  105. 105. #ttlpresents @staceycav@staceycavstacey.macnaught@tecmark.co.uk

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