Designing Big Content - Search Exchange 2013

Designing Big ContentBrian ChappellManaging Partner / ADAPT PARTNERS

What is Big Content“Resources that go beyond our narrow bins of blog posts, videos, and infographics.” – Dr. Pete – Moz.comTWITTER: @BRIANCHAPPELL Img src:

http://www.savorhisgoodness.com/2012/04/circus-date-night.html



Think Bigger Than Evergreen

TWITTER: @BRIANCHAPPELL

Go Big or Go Home

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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


Big Content ≠ Infographics


Paralax is cool BUTIs the content usable?


Basic lists are usableBut 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/


http://www.jeffbullas.com/2011/04/28/50-fascinating-facebook-facts-and-figures/



Forms of Big Content• Web App

• Blog Post

• Flat Page

• Video

• Image

• Microsite


Throw out your old ways


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


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!


Data Sources for Content


Guardian government Google Consumer SurveysGuardian Data Factual

Data Market Azure by Microsoft Freebase WorldBank CrunchbaseGoogle PublicData SocrataCNN Money SocialbakersUN Data DatamobsUSA Census Quandl

Datamarket

Full list here: http://goo.gl/Q6ads8

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


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


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.


Increase Shareability / Promotion

• Increasing the impact?

Q/A subject matter experts Get quotes from thought leaders Outreach via Email, Tweet or Call


Let the World Know• Social ad buys

Facebook LinkedinAdwords/Retargeting

• Spend 30-40% of Big content budget on promotion/outreach


Big Content Prices


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/





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/





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/


https://www.airbnb.com/locations/austin

https://www.airbnb.com/locations/austin


Mailchimp Labs

• Mailchimp has an entire department dedicated towards Big content; enter the Rocket Science Group

Src:

http://rocketsciencegroup.com/


http://rocketsciencegroup.com/

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


http://www.hitreach.co.uk/perfect-web-page

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

Thank YouTweet me: @brianchappellEmail me: [email protected]