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SXSW INTERACTIVE 2015Highlights Relevant to Our Communications
CONTENT MARKETING
HIGH EFFORT CONTENT
• Costs the most.
• Moves “visit” traffic to “lead”
• Examples: Blog, paid content, video
MEDIUM EFFORT CONTENT
• Performs best for search engine optimization
• Higher “visit” to “lead” conversion
• Example: Q & A
LOW EFFORT CONTENT
• 9.1% conversion from “visit” to “lead”
• 13.5% conversion rate from “lead” to “customer”
• Best for cross-channel distribution
• Examples: user-generated content, curated content
HOW MUCH CONTENT DO YOU NEED?
Content Categories
Audience Personas
X Stages in Sale Funnel
# of Content Pieces
WHERE DO YOU FOCUS?
• Have communications managers & content creators focused on what type of stuff works best for your goals.
• Aggregate content. It’s not possible to create it all yourself.
• Leverage internal resources.
CONTENT CODE STRATEGY
Three Steps
1. Find an un-saturated niche.
2. Conduct an aggressive strategy based on key words.
3. Nurture an audience to ignite by paying attention. Image credit: amazon.com
Six Elements of the Content Code
1. Brand Development (Build trust by being true to self, consistent and serving the audience.)
2. Audience & Influencers (Identify your top 2% who will share your content.)
3. Distribution, Advertising, Promotion & SEO
4. Authority
5. Social Proof & Social Signals
6. Shareability of the Content
AUDIENCE
MILLENNIALS• Want more transparency,
attribution, community
• Want a craft, not a job - A job pays the rent. A craft leaves you feeling fulfilled. (See next slide.)
• 50% of buyers by 2020
• Trust friends, not brands
• More likely to get news from multiple resources
Image credit: Flickr User Ted Eytan
BE YOUR AUDIENCE
• Would you re-share it? If you won’t, they won’t either.
• Your voice = the sum of all parts (all platforms, all shared content - even if it’s curated from external sources)
• Always be on the lookout for potential brand ambassadors
Image credit: Flickr User Marco Gomes
MESSAGE TIMING
• Don’t worry about saturation. Twitter traffic is very episodic.
• Test, test, test.
Image credit: Flickr User Janos Balazs
ANALYTICS
USING ANALYTICS
• Evergreen content - if it’s trending we can repackage.
• Look at trendline data and theme/vertical performance to guide future content.
• When testing, have a written hypothesis. Reiterate tests.
• Manual analytics are fine. If it works for PBS, it should work for us. It just takes more elbow grease.
TOOLS TO CHECK OUT• Google Ripples
• Chart Beat
• Twitter Search w/ Geolocation
• Tabula
• Crowd Tangle
• Simple ChartsImage credit: Flickr User j
MANAGEMENT
MANAGING YOURCONTENT PRODUCTION
• Have a schedule, but be flexible.
• Have guidelines and/or an ethics contract.
• Provide best practice guidelines to staff.
Image credit: Flickr User VFS Digital Design
HOW TO BE AN INNOVATOR• Associational Thinking
• Add two things together.
• Catalytic Questioning
• Choose one challenge.
• Brainstorm questions only.
• Prioritize questions.
• Take action. Image credit: Flickr User James Bowe
CONTENT CREATION TIPS
GENERAL CONTENT TIPS• Don’t try to shoehorn
content into a format in which it doesn’t belong. Not everything should be a video.
• Have a standard brand design. Design serves as a proxy for the organization. Sloppy brand = sloppy organization. Image credit: Flickr User Anonymous Collective
FACEBOOK TIPS
• Decline in organic reach from brand pages.
• Fallen from 26% in 2011 to 6% in 2014.
• Could hit 0% by end of this calendar year.
• We can’t rely on Facebook unless we look at paid ads. Image credit: Flickr User Maria Elena
TWITTER TIPSCHECK LIST FOR WRITING TWEETS
• Does the tweet have a singular goal?
• Does the tweet have a clear call-to-action?
• Did you include relevant hashtags?
• Have you leverage text over image?
• Does your copy say something different from your rich media?
• Did you include relevant @mentions?
• Will this tweet stand out from the crowd?
• Why would someone engage with us on this tweet?
VIDEO TIPS• Upload videos to YouTube
and Facebook natively. Don’t just link on Facebook.
• Use Adobe Audition to edit out white noise from sound tracks.
• Launch day: YouTube & Facebook; blog post w/ embed; teasers on Vine & Instagram Image credit: Flickr User See-ming Lee
TOOLS TO CHECK OUT
• Canva - Add text to images for blogs, Pinterest, etc.
• Social Flow - Used by large brands to distribute content
• Medium - Alternative blog platform (long-form text driven)
• Tumblr - Alternative blog platform (image / meme drive)
• Storehouse - Described as “Medium for photography”
ADDITIONAL INFORMATION
FOR MORE DETAILS ON SELECT SESSIONS I ATTENDED:• Blog post noting key takeaways per session
• Storify Recaps & Sketchnotes:
• Simple Ways to Massively Increase Content (featuring CBS Sports)
• New Media Ethics: Journalism in the Age of GIFS
• Failure as a Creative Catalyst
• Behind the Social at PBS’ Largest Content Provider (featuring Masterpiece Theater, Antiques Roadshow, PRI’s The World, and American Experience)
• The Art of Social Media (featuring Guy Kawasaki)
• Social Media: Breaking News or Fixing News? (featuring Marketplace Radio, The New York Times, The Wall Street Journal, and The Associated Press.)
• Data-Driven Newsrooms That Don’t Drive Off Writers (featuring Refinery29 & National Public Radio)
• Making Social Media POP! with Video (featuring Okay Samurai)
• Big Picture Testing: Beyond the One-Off Result
• Captivology: The Science of Capturing Attention
• Fear and Creativity: Finding Your Craft
• Slacktivism: Monster or Myth?
• NPR and PBS: Public Media, Reaching New Publics (featuring PBS Digital Studios & NPR’s Code Switch)
• The Case for Design Thinking in Communications
• Telling Stories with Visualization and Interactivity(featuring The New York Times)
• Beyond 140 Characters: How to Stretch Your Limits (featuring Twitter, RGA and Big Fuel)
• Content is the Starting Line, Not the Finish Line
• Where’s Waldo’s Voice: Social Media for Mascots(featuring AFLAC and Chick-fil-A)
• The Innovator’s DNA: The Five Innovation Skills (featuring Hal Gregersen of the MIT Leadership Center)
• Breaking the News in the Age of Snapchat(featuring Dan Rather, Andrew Bleeker, & Former White House Sr. Advisor Dan Pfeiffer)
• Infinity and Beyond: Pixar 20 Years Since Toy Story (featuring Pixar executives)
