Guest lecture at KdG / June 5

1. MIEL VAN OPSTAL | JUNE 6, 2014 DIGITAL STRATEGY MEETS CONTENT MARKETING

2. about your identity

3. source: tbkconsultblog + volvo
the value chains

4. source: ConnectingUp
build your story

5. define your audience source: PetalsOfJoy

6. set your goals source: Threadless

7. team + resources

8. plan the journey

9. mechanics

10. mechanics

11. mechanics

12. mechanics

13. mechanics

14. mechanics

15. mechanics

16. mechanics

17. mechanics

18. mechanics

19. mechanics source: visual.ly – insidecontentmarketing.com

20. learn source:
NASA rocket science 101

21. © MORRIS (1989)
(ad)venture

22. Size matters
100 characters is the engagement sweet spot for a tweet.
Tweets shorter than 100 characters get a 17% higher engagement rate.
The ideal length of a Facebook post is less than 40 characters
40-character posts received 86 percent higher engagement
Posts with 80 characters or less receive 66% higher engagement

23. Size matters

24. Size matters
The ideal length of a Google+ headline is less than 60 characters
Google changed the layout of posts so that you only see three
lines of the original post before you see “Read more” link. In
other words, your first sentence has to be a gripping teaser to
get people to click “Read More.”

25. Size matters
The ideal length of a Google+ headline is less than 60 characters
Google changed the layout of posts so that you only see three
lines of the original post before you see “Read more” link. In
other words, your first sentence has to be a gripping teaser to
get people to click “Read More.”
The ideal length of a headline is 6 words
The ideal length of a blog post is 7 minutes, 1,600 words

26. Size matters

27. Size matters
The ideal width of a paragraph is 40-55 characters
Content width can give the appearance of simplicity or complexity
Content width is key to maximizing reader comprehension
or in other words, a content column that varies between 250-350 pixels
wide (it depends on font size and choice).
Forty and 55 characters per line means about 8 to 11 words.

28. Size matters
The ideal length of an email subject line 28-39 characters
A study released by Mailer Mailer around the same time as
MailChimp’s study found a slight bump in opens and clicks at a
certain range of characters. Here is their analysis:
4–15 characters: 15.2% open; 3.1% click
16–27 characters: 11.6% open; 3.8% click
28–39 characters: 12.2% open; 4% click
40–50 characters: 11.9% open; 2.8% click
51+ characters: 10.4% open; 1.8% click

29. Size matters
Scientists seem to agree on a range of 10 to 18 minutes for how long most people can pay
attention before they check out. The physiological reason behind this is that new
information must be processed by the brain, resulting in a huge use of glucose, oxygen,
and blood flow as brain neurons fire and burn energy. This loss of energy leads to fatigue.

30. Size matters
Recent changes to the design of Google’s results pages mean that the
maximum length for titles is around 60 characters.
The ideal length of a domain name is 8 characters
Because
- it’s short
- Easy to remember
- Easy to spell
- Descriptive or brandable
- No numbers, no hyphens
- Preferably .com (internationality)

33. MIEL VAN OPSTAL
LINKEDIN.COM/IN/MIELVO
@COOLZ0R
MVO@NOTOR.IO
+32 472 675 692 | +1 650 931 5247
Thanks for listening!