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GETTING BUY-IN FOR CONTENT MARKETING A MozCon Remix by @iPullRank

Getting Buy-In for Content Marketing (MozCon Remix)

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Page 1: Getting Buy-In for Content Marketing (MozCon Remix)

GETTING

BUY-IN FOR CONTENT

MARKETING A MozCon Remix by @iPullRank

Page 2: Getting Buy-In for Content Marketing (MozCon Remix)

….

Page 3: Getting Buy-In for Content Marketing (MozCon Remix)

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Page 4: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

….

Page 5: Getting Buy-In for Content Marketing (MozCon Remix)

…. How is your so-

called “content”

gonna make us

money?

Page 6: Getting Buy-In for Content Marketing (MozCon Remix)

….

Page 7: Getting Buy-In for Content Marketing (MozCon Remix)

….

YOUR TEAM OR CLIENTS

MAY DRIVE YOU TO DRINK

Page 8: Getting Buy-In for Content Marketing (MozCon Remix)

…AND YOU MIGHT FALL

FLAT ON YOUR FACE

Page 9: Getting Buy-In for Content Marketing (MozCon Remix)

How can I get

them to buy this

content

marketing stuff?

Page 10: Getting Buy-In for Content Marketing (MozCon Remix)

YOU NEED A

COMPELLING

DATA-DRIVEN

PITCH

Page 11: Getting Buy-In for Content Marketing (MozCon Remix)

SELL YOUR VISION…

Page 12: Getting Buy-In for Content Marketing (MozCon Remix)

….

BUT ALWAYS

BE READY TO

DO THIS …

Page 13: Getting Buy-In for Content Marketing (MozCon Remix)

….

…CONTENT IS THE GLUE

TO EFFECTIVE MARKETING

YOU MUST TAKE A STAND

Page 14: Getting Buy-In for Content Marketing (MozCon Remix)

ACTONE RESEARCH Doing research that sticks

Page 16: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

Opportunity Discovery is the process of understanding the client’s space in context of the business goals to tailor the content strategy

directly to what they need to accomplish.

OPPORTUNITY DISCOVERY

LAND OF OPPORTUNITY

Page 17: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

BUSINESS GOALS ARE PARAMOUNT

Understanding and integration of the business

objectives throughout the entire process is incredibly

important to obtaining buy-in and measuring success.

If you’re not speaking in terms of conversion, you will

not be speaking much longer.

Page 18: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

MARKET RESEARCH

Every content creator and SEO should have at least a working knowledge of the space, the company and the audience. At iAcquire

we’ve invested heavily in the market research capability and we create client one sheets and influencer reports with objectives, personas,

customer insights, market insights, hot topics, key influencers and resources

Page 19: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

Develop four hypothetical representations of people that exist within the online conversation as related to business goals, give them

stories and attributes to which content will be created. The key is to keep it as relevant and actionable to the content you will be creating

as possible

PERSONAS

PERSONA C PERSONA B PERSONA A PERSONA D

DEMOGRAPHICS

LIFESTYLES

USER STORY

USER NEEDS

DEMOGRAPHICS

LIFESTYLES

USER STORY

USER NEEDS

DEMOGRAPHICS

LIFESTYLES

USER STORY

USER NEEDS

DEMOGRAPHICS

LIFESTYLES

USER STORY

USER NEEDS

Page 21: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

THE PROBLEM WITH AD HOC PERSONAS

While this approach can be very effective

stakeholders may potentially challenge it because

it’s not empirical. However neither is the old

method of handing out post-its to stakeholders

Page 22: Getting Buy-In for Content Marketing (MozCon Remix)

BUT ALWAYS

BE READY TO

DO THIS …

“A major virtue of personas is the

establishment of empathy and

understanding the individual who uses

the product” -Donald A. Norman, Nielsen Norman Group

Page 23: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

At iAcquire we have a data-driven approach starting from Nielsen’s PRIZM segments, layering data from Experian Simmons and finally

using Social Inventories from Facebook, LinkedIn, YouTube and DoubleClick to develop empirical and social media-relevant personas.

DATA DRIVEN PERSONAS

Page 24: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

INTRODUCING NIELSEN PRIZM

Download this PDF: http://ocair.org/files/KnowledgeBase/HowTo/PRIZM_Code.pdf

Nielsen’s PRIZM

segments all of the

US into 66

predetermined

types or “codes”

Page 25: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

EXPERIAN SIMMONS

Simmons Mosaic Types: http://www.tetrad.com/pub/documents/agsmosaiclist.pdf

AIO CLUSTERS

MOSAIC TYPE BY URL

MOSAIC TYPE BY

ONLINE ACTIVITY

Page 26: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

OUTSIDE THE US USE COMSCORE

Check it Out: http://www.comscore.com/Products/Audience_Analytics

Page 27: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

GOOGLE HAS “AFFINITY SEGMENTS”

Google Affinity Segments: http://www.google.com/think/products/affinity-segments.html

BUILT IN PERSONAS

DATA IN

GOOGLE ANALYTICS

CREATE

CUSTOM SEGMENTS

Page 28: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

GOOGLE CONSUMER SURVEYS

Get very targeted Consumer Data: http://www.google.com/insights/consumersurveys/home

Page 29: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

GOOGLE CONSUMER SURVEYS STEP BY STEP

Guides to Writing Surveys: http://help.surveymonkey.com/categories/creating-designing-surveys/design-tutorials-troubleshooting/create-design-tutorials

SPECIFY AUDIENCE

WRITE QUESTIONS

GET DATA

DEFINE THE SURVEY TYPE

Page 31: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

SHORTCUT VERSION OF ALL THIS

Pull 10,000 of your Twitter followers from SimplyMeasured and create a WordCloud of their profiles to quickly

understand what topics the audience is interested in: http://www.simplymeasured.com http://www.tagcrowd.com

Page 32: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

REAL-TIME KEYWORD RESEARCH ON TWITTER

Use Bottlenose: http://www.bottlenose.com

Page 33: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

When planning out a content marketing campaign use the consumer decision journey to determine what need state your

content will specifically speak to.

CONSUMER DECISION JOURNEY

Page 34: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

As usual finding the right keywords is important. Mapping them to content, need states and KPIs is paramount to proving

the success of a campaign

MAPPING KEYWORD RESEARCH

[flowers]

[when do roses bloom]

[what flowers for a first date]

[buying chrysanthemums]

[flower a month club]

Page 36: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

Map the content type directly to the customer decision journey to determine where in the funnel that this content

will reach the user

TYING CONTENT MARKETING TO THE FUNNEL

Page 37: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

You will need determine realistic and specific KPIs with regard to where the content is in the funnel and develop reporting

that speaks to directly to that value.

MEASUREMENT PLANNING

Rankings, Social Shares, Links, traffic, Page views

Rankings, Social Shares, Links, traffic, Page views, Time on Site

Rankings, Social Shares, Links, process completions, time on site, purchases

Rankings, Social Shares, Links, purchases

Rankings, Social Shares,Content Creation, Signup, # Logins, Time On Site, Page views

Page 38: Getting Buy-In for Content Marketing (MozCon Remix)

…. BUT WHAT ARE OUR

COMPETITORS DOING?

Page 39: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

FACEBOOK RECOMMENDATIONS PLUGIN DEMO

Get a snapshot of a site’s popular content:

http://developers.facebook.com/docs/reference/plugins/recommendations/

EXTEND THE BOX

TO 1000 PIXELS TO

VIEW 20 PIECES

OF POPULAR

CONTENT

Page 40: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

SOCIAL CRAWLYTICS

Use Social Crawlytics to find out what the best performing content for competitors

http://www.socialcrawlytics.com

SOCIAL

CRAWLYTICS

GIVES AWESOME

GRAPHS OF

SHARES BY

NETWORK

Page 41: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

SOCIAL CRAWLYTICS GIVES SHARE COUNTS BY URL

Page 42: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

ADD ALL OF THIS TO YOUR QUANTITATIVE CONTENT AUDIT

The Content Audit is a great way to understand what is performing already so you can make the case

to make more of it. Pull in Traffic, Social Shares, Time On Site and Conversions.

Page 43: Getting Buy-In for Content Marketing (MozCon Remix)

DON’T GO SHOWING ALL

THAT DATA JUST YET!

Page 44: Getting Buy-In for Content Marketing (MozCon Remix)

ACT TWO GETTING BUY-IN Build a list of people that want the

content

Page 45: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

The big idea should thematically govern the content strategy and keep content from being an “isolated incident” by tying everything to an

initiative that fits into the overarching marketing mix and gives creative life

WHAT’S THE BIG IDEA?

Page 46: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

Content Marketing is about turning the brand into a storyteller. Tap into the Jungian story archetypes and align them with the

business to build an effective story. More on story archetypes: http://socialmediatoday.com/tommyismyname/383348/7-

story-archetypes-and-how-they-can-dramatically-improve-your-marketing

THE 7 STORY ARCHETYPES

Page 47: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

Content is not a one-way street, but a cyclical process between the client’s goals, the strategist’s ideas and the influencer’s needs. Take

your content to the audience before you ever write a word or place a pixel and get their feedback and buy-in.

THE CLIENT-STRATEGIST-AUDIENCE FEEDBACK LOOP

Page 48: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

Using the following tactics find a group of people that will commit to engaging with this content and use that as evidence that the content

will appeal to the brand’s audience and drive KPIs

CALL YOUR SHOT

Page 49: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

USE TOPSY TO FIND INTERESTED PARTIES

Use Topsy to find people who shared competitor content: http://www.topsy.com

Page 50: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

USE QUORA TO FIND TOPICS + INTERESTED PARTIES

Use Quora to find content ideas to repurpose with a built in audience: http://www.quora.com

Page 51: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

FOLLOWERWONK, ABOUT.ME, ZERP.LY, FINDPEOPLEONPLUS

Use the features of your personas (instead of just target keywords) to find people using:

http://www.followerwonk.com , http://about.me, http://zerply.com and http://findpeopleonplus.com

Page 54: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

CONTENT AS A MAXIMUM VIABLE PRODUCT

Pitch content that supports multiple KPIs and need states within the customer journey as well as keeps

the barrier to entry high for the competitors.

Page 55: Getting Buy-In for Content Marketing (MozCon Remix)

YOU ARE NOW READY

FOR THE PITCH

Page 56: Getting Buy-In for Content Marketing (MozCon Remix)

ACT THREE PUT IT ALL TOGETHER

5 tips for highly-effective, actionable

and data-driven content marketing

pitches

Page 57: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

THE FOCUS IS THE STORY

Tell a compelling story and answer a key issue using your data as a to drive it home

Page 58: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

TIE EVERYTHING DIRECTLY TO ROI

Everything you suggest should be directly explained in context of the ROI

Page 59: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

TAILOR IT DIRECTLY TO THE STAKEHOLDERS

Everything you show should address the concerns of the stakeholders; anticipate their questions

Page 60: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

IT BETTER BE BEAUTIFUL

Invest the time to make your pitch look beautiful and professional

Page 61: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

SPEAK THEIR LANGUAGE

Speak in terms the stakeholders understand for example “share of voice” rather than number of rankings

Page 62: Getting Buy-In for Content Marketing (MozCon Remix)

ACT FOUR VALIDATE Validate what you’ve done through

measurement

Page 63: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

Share of Voice (SoV) is a traditional advertising term defined as the percentage of possible positions in a channel occupied. As it pertains

to the SEO it is the percentage available search volume captured. Use it when explaining the opportunity to non-SEOs.

WTF IS SHARE OF VOICE?

Page 65: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

KEYWORD-LEVEL DEMOGRAPHICS BEST PRACTICES

Incentivize the Opt-In (Communities or Coupons)

Just track the persona

Use the appID Cross Property Cookie and Remarket

I have a half-finished Wordpress plugin. If you’d find that useful tweet at me and let me know.

Page 66: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

MAP SITE PROFILES TO CONVERSIONS

Does your site require some sort of profile? Tie the fields of that profile to measurement. See my post

on how to segment and measure users: http://moz.com/blog/what-i-learned-from-scraping-seomozs-active-user-base

Page 67: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

USERREPORT.COM

Survey your users for free and get their demographic data into GA: http://www.userreports.com

Page 68: Getting Buy-In for Content Marketing (MozCon Remix)

ACT FIVE OVERCOMING FAILURE

Content pitches that failed and how to

overcome them

Page 69: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

A marketer presents the creation of infographics via email and phone, but doesn’t succeed and ultimately the client sees them as

“complicated” or “expensive” measures.

FAIL #1: WEAK PRESENTATION

Page 70: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

Your presentation should not be an email or a phone call, it should be an in-person presentation with all the stakeholders.

RESOLUTION #1: PRESENT A DECK IN-PERSON

Page 71: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

A marketer sells in an idea neglecting to invite key stakeholders only to have that content strategy fall apart once the miss stakeholders

review it.

FAIL #2: LEAVING OUT KEY STAKEHOLDERS

Page 72: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

Get all of the key stakeholders on board so you don’t have to repeat steps or risk the engagement falling apart after you believe

you’re good to go.

RESOLUTION #2: INVITE THEM ALL

Page 73: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

A marketer explains the content strategy using the wrong KPIs and the stakeholders respond that content is “nice to have” not as

beneficial as “bombarding people with 100k email communications.”

FAIL #3: NOT SHOWING THE VALUE

Page 74: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

Build your measurement around the business objectives and things that actually show the positive affects of revenue.

RESOLUTION #3: BETTER MEASUREMENT PLANNING

Page 75: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

A marketer relies heavily on data to make her case and lambasts the regarded accomplishments

of the key stakeholders.

FAIL #4: RELYING ON TOO MUCH DATA

Page 76: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

Don’t use numbers as a weapon to insult your stakeholders, tell a compelling story using the data as an aside that drive

the points of ineffectiveness.

RESOLUTION #4: LET THE STORY DO THE WORK

Page 77: Getting Buy-In for Content Marketing (MozCon Remix)

ACT SIX THE PITCH A pitch to the Moz team

I’ve got an idea for you

Page 78: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

There is an underserved user out there – the procrastinator. Some key moz’s solutions expect that users have

the time to plan ahead, but inbound marketers need data now!

THE USER’S DILEMMA

Page 79: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

In the absence of certain real-time solutions from Moz the procrastinator turn to other sources.

THE PROCRASTINATOR’S RESOLUTION

Page 80: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

MOZ’S AUDIENCE IS FULL OF PROCRASTINATORS

Page 81: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

RAND SAID IT HIMSELF

Page 82: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

Majestic is rapidly chipping away at Moz’s advantages and solving the procrastinator’s dilemma. Their Search

Flow tool allows users to see a keyword difficulty score for 150 keywords at once.

MOZ’S PROBLEM

Open Apps

Trust Flow

Citation Flow

Search Flow

MozScape API

Domain Authority

Page Authority

Keyword Difficulty

Page 83: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

MOZ’S KEYWORD DIFFICULTY

Moz has the opportunity to continue to lead the pack by improving the keyword difficulty tool.

Page 84: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

The people have wanted a keyword difficulty API for years, but I understand that scraping Google on-demand at

that scale is completely unreasonable.

THE PEOPLE WANT A KEYWORD DIFFICULTY API

Page 85: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

The secret is that it’s underrated because you can only do 5 keywords at a time!

MOZ KNOWS IT’S AWESOME

Page 86: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

With the new funding, users expect Moz to be able to work magic.

USERS EXPECT MORE OF MOZ NOW

Page 87: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

Add batch keyword difficulty to the Mozbar so that any Google scraping is done on the client side.

ADD KEYWORD DIFFICULTY TO THE MOZBAR

Page 88: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

MEASUREMENT PLAN

Make it PRO only feature and measure the effect it has on user churn, account upgrades, mozbar

downloads and links and social shares of the Mozbar download page in context of the user profile

USER CHURN ACCOUNT

UPGRADES

MOZBOARD

DOWNLOADS

LINKS SOCIAL SHARES

Page 89: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

RECAP

You see what I did there?

IDENTIFIED THE NEED

TIED TO REVENUE

TOLD A STORY

OF OVERCOMING THE MONSTER

APPEALED TO

COMPETITIVE SPIRIT

Page 90: Getting Buy-In for Content Marketing (MozCon Remix)

ACT SEVEN MORE TOOLS Here are some more tools that I use

for Content Strategy and Content

Marketing

Page 91: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

SCREAMING FROG + SEO TOOLS FOR EXCEL

For Quantitative Content Auditing I use Screaming Frog (http://www.screamingfrog.co.uk/seo-spider/) and

SEOTools for Excel (http://nielsbosma.se/projects/seotools/) to crawl the site and then pull Social Shares

and analytics numbers.

Page 92: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

YUTONGO

Crowdsource your ideas with Yutongo: http://www.yutongo.com

Page 93: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

MURAL.LY

Plan content visually with your team to easily translate into pitch decks: http://www.mural.ly

Page 94: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

BALSAMIQ

Build WYSIWYG wireframes for you stakeholders to see what you’re saying: http://www.balsamiq.com

Page 95: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

STORYBOARD THAT

Build out compelling storyboards for stakeholders to follow along your ideas visually:

http://www.storyboardthat.com

Page 96: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

TRELLO

Build Sharable and Assignable Content Calendars with Trello: http://www.trello.com

Page 97: Getting Buy-In for Content Marketing (MozCon Remix)

@ipullrank

MORE DATA SOURCES

Incentivize the Opt-In (Communities or Coupons)

Just track the persona

Use the appID Cross Property Cookie and Remarket

I have a half-finished Wordpress plugin. If you’d find that useful tweet at me and let me know.

MARKETING CHARTS

DATAHUB GOOGLE

CONSUMER BAROMETER

GOOGLE PUBLIC DATA

Page 98: Getting Buy-In for Content Marketing (MozCon Remix)

ACT SEVEN THANK YOU / Q&A

Michael King Independent Consultant & Trainer

@iPullRank