Avoiding the Epic (Content) Fail

MOVABLE MEDIA: ANDREW BOER // follow me : twitter.com/ABOER

Avoiding the epic fail:

Does your business have the technology skill to execute

on what you’re selling?


QUALITY

NO One Cares

REACH

No one Hears

VALUE

No one KNOWs

THE PROBLEMS OF BRANDED Content

Most brands and agencies trying content marketing fail in one (most often all three) of these areas

meh. ?


RECRUIT

AUTHORS WITH FOLLOWINGS

CREATE

AUTHORITATIVECONTENT

MOVE

AUDIENCES TO YOUR SITE

So Maybe something On this slide will help…


And it doesn’t even include these guys…

Source: DemandBase


INVESTORS SEE A RACE TO OWN THE CONTENT MARKETING STACK

Source: Altimeter Group


A look At a working Content Marketing Funnel

Organic DISTRIBUTION LAYER (Search, Social, Influencer)


TOP OF FUNNEL Content (wordpress)

Build Trust and authority – No Mid/Low Funnel Allowed

Mid Funnel

Authority


Redistribution Layer

Google


Mid Tier Content

Note IT Still Has UtilityNOT ABOUT The Client…..YET


Bottom of Funnel Content

NOW Convince (wow!)

Convert

And SElL….


Distribution

Top of Funnel

Re-distribution & Amplification

Mid Funnel

Bottom of Funnel

The Content Funnel For E-commerce

Mid Funnel & Resonant Top Content only-- not ads

Search, Social,Influencer Channels

Sale

Branded Content


The Funnel TODAY Is Pretty Bad so we throw tech at it

TOP AND MID AND LOW FUNNEL CONTENT

Outbrain Taboola DISQUS

Attempt to get email

CONVERT!

Amplification

Lots of Content

?

NEWSLETTERWhitepapers, Landing PAges

But Not Everyone Needs a Funnel Just get someone to care

(no Redistribution)


ResonanceAMPLIFICATION

There are two ways to be heard inA Noisy Environment

Adds to the NoiseQUIETS the Noise


RESONANCe Does more with much lessSometimes Mid-Funnel is all you need

Cowboy Ventures

ASKED AND ANSWERED THE KEY mid–funnel Pain QUESTION IN venture capital One Of Just Three Posts in 2013Raised a $40 Million Dollar Fund


Mid Funnel RESONANCe Is Found by going Deep and finding the pain

There are just two pieces of Mid Tier Content At Bellroy

…both are super Resonant and identify major pains


RECRUIT

AUTHORS WITH Resonance

CREATE

AUTHORITATIVECONTENT

MOVE

Their AUDIENCES TO YOUR SITE

HOW DO YOU Create RESONANCE For your Top/Mid funnel Content?


DIRECT

SEARCH

SOCIAL

AUTHOR BRANDedContent

INVESTED & ALIGNED

AUDIENCES

TRUSTING & TARGETED

3X to 5X PERFORMANCE

Motivation mattersInfluencers (internal/External) need to be invested


INflUENCERS

+

INCENTIVES

+

CONTENT

Need to beHand-Picked

Needs to berESonant

Need to be thought out

Alignment matters to resonance


Distribution&Incentives

CONTENTStrategy&Measurement

Recruiting

ACCOUNT MANAGER HR EDITORIAL

SEO &MEDIA BUYING

Creative/VerbalPeople skills TacticalAnalytical

HR challenges > Technology challenges


Distribution&Incentives

CONTENTStrategy&Measurement

Recruiting

Technology actually over-serves most needs/budgets

Traackr(then vetting)

Kapost OutbrainDisqusFlite

NewsCredBaseCampWordpress

Little BirdAnalytics &IncentivesMovable Media

InsightPool


OBJECTIVE: Build a B2B audience of decorators and interior designers

FEATURED AUTHORS:

Tobi Fairley: Tobi reaches over 20,000 design professional followers www.tobifairley.com

Robin Callan: Owner and manager of RoomFu, an Austin design firm, and winner of two BEST OF AUSTIN awardswww.roomfu.com

Jay Johnson: Co-owner of IWI, a professional design firm with over 10,000 followers a monthwww.design2share.com

RESULTS:

• 200+ articles• 15+ writer relationships• 200%+ traffic increase per article• 25,000 new decorators through

author channel

Case Study: Williams-Sonoma

http://wsidesignermarketplace.com

HUGE SUCCESS

http://www.tobifairley.com/

http://www.roomfu.com/

http://www.design2share.com/

http://www.wsidesignermarketplace.com/





PAID AMPLIFICATION OBJECTIVE: Retarget a B2B audience of decorators and interior designers

RESULTS:

• 4 paid media placements• 2 CPC placements• 2 CPM models

• CPL varied from $2.50-$7• No channel tested offered scale at

a cost-competitive price • Inability to retarget with a

dynamic unit.• Expensive for a relatively small

campaign.

Case Study: Williams-Sonoma

BY AND LARGE A FAILED EFFORT


RESULTS: • All-time traffic records over the

last 10 months• 35+ articles• 40K unique visitors• 30K unique visitors from the

authors’ own audiences

Case Study: pitney Bowes

Ajeet Khurana: Ecommerce expert on About.com, angel investor and author www.ecommerce.about.com

John Yunker: Co-founder of Byte Level Research, blogger and authorwww.globalbydesign.com

Laurel Delaney: President, GlobeTrade.com and creator of no. 1 blog in the world for small biz interested in going globalwww.globalsmallbusinessblog.com

OBJECTIVE: Create an influencer content program for PB’s Ecommerce blog.

FEATURED AUTHORS:

http://blogs.pb.com/ecommerce

http://ecommerce.about.com/

http://www.globalbydesign.com/

http://www.globalsmallbusinessblog.com/




Case Study: pitney Bowes

Resonance: From 20 to 500 Targeted Visitors/day at top offunnel


Contact: ANDREW BOER

Email: [email protected]: 203-809-2238Twitter: @aboer, @movablemedia