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Using Every Part of the Buffalo
How to get more mileage out
of your visual content
Matt Cooper, CEO of Visually
• Joined Visually in 2014
• Early exec at oDesk (now Upwork),
the world’s largest freelancer
...
About Visually
5% discount code: BUFFALO
Before we start…
• Content marketing is always on
• Marketers are short on time and resources
• A great narrative is the s...
Today’s Agenda
• Quick agreement on definitions
• Building the framework
• Using derivative content
• Scaling production
Content Marketing: The Formal Definition
The marketing and business practice
for creating and distributing
relevant and va...
Content Marketing: The Elevator Pitch
Traditional marketing and advertising
is telling the world you’re a rock star.
Conte...
Content Marketing: For Practitioners
Content marketing is about
delivering the content your
audience is seeking in all the...
Content Marketing: For Non-Believers
Content marketing is about creating
interesting information your
customers are passio...
Why? What’s in it for you?
• Why not try to close right away?
• What’s the impact on the business?
• Gary Vaynerchuk https...
Content marketing is not new
The Framework
Using every part requires a framework
• Native Americans evolved a
framework and system over
centuries
• If you want to ex...
4 Step Framework
• Your Audience
• Goal
• Buyer journey
• Mapping Channels & Content
Step 1: Know your target audience
• Who are they?
• What are their problems?
• Where can you bring value?
• Personas 101
How to get it wrong
• Mass incarceration video
• 1.5 million views
• 5,000+ comments on social
• Not our target customers
...
How to get it right
• We know our target market has a
problem
• Content marketing takes a lot of work
• Everyone is scramb...
Step 2: Define (and remember) your goal
• Conversion?
• That would be great, but it’s a second-order effect
• Goal is to
•...
Step 3: Map the Buyer Journey
• 67% of the buyer’s journey is now done
digitally
• This is a simple framework we like
• Aw...
What is most valuable when?
Early Funnel: Inform and orient
- Social Media
- Blogs
- eGuides
Deep Funnel: Convince and con...
Step 4: Aligning channels, content with the journey
• Take your theme/narrative and map it to the ideal channel and stage
...
Derivative Content
Tent-Pole versus Derivative Content
Derivative = the parts
• Shorter form for different channels —
cast a wider net
• Effi...
Process
• Cost effective production means more
channels can be ROI positive
• Super Bowl ads must be broadcast
• Leverage ...
Why short-form derivative content matters
The average human attention
span in 2000 was 12 seconds,
and by 2013 it was 8 se...
Mobile and social are where you will first engage
• Mobile engagement is strong and growing
• Short-form derivative conten...
Example: Cisco’s launch of cBR-8
Example: Cisco’s launch of cBR-8
https://vine.co/v/eK6dzV2WBpLhttps://vine.co/v/eqa0a9Od13t
Example: Morton Salt Girl’s 100th Birthday
https://www.youtube.com/watch?v=xoNzZTPiPoE
Example: Morton Salt Girl’s 100th Birthday
Economics of derivative content
Framework example: our recent campaign
Original survey research + written guide (bit.ly/1Nsb96L)
Framework example: Our Survey Campaign
Original survey research
+ written guide
Infographic
+
● 4 blog posts
● Linkedin po...
Scaling Production
Scaling any operation requires 4 things
• Goals
• Process
• Technology
• People/Resources
Define your production goals
• What is your ideal outcome?
• What does success look like?
• Example:
• We want to produce ...
Define your process
• What is the ideal process for you to hit that goal? Example:
What technology do you have?
•How will you scale your operation?
•Your level of technology and automation will determine w...
People and resources
• People and resources come last
• Given your goals, process and technology, what people and resource...
Internal versus external people/resources
• Doing it all in-house is nearly impossible – countless formats, channels, etc
...
Closing Thoughts
Digital marketing is a
content-hungry beast
Unlike traditionally bounded ad campaigns,
digital marketing is always on, and...
Recap
• The scarcest resource is a great narrative
• To get every ounce of value from it, you need:
• Clearly defined goal...
Is your content marketing effective?
38% of B2B marketers said
they were effective at content
marketing vs. 30% this year....
Scaling your efforts with Visually
• Visual Content Creation
• Company Workspace
• Content Strategy Services
• 5% discount...
Q&A
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Using Every Part of the Buffalo Webinar: How to Get More Mileage Out of Your Visual Content

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Webinars, reports, and videos can take weeks or months to create. So how do you make sure you get the most out of effort and resources you put into your big bets?

Led by Visually’s CEO, Matt Cooper, this webinar will walk you through his approach to “using every part of the buffalo" when you create visual content, including:
- Best practices and examples on how to turn tent-pole content into derivative content
- How to employ visual content across your buyer’s journey
- How to effectively scale visual content production

Veröffentlicht in: Marketing
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Using Every Part of the Buffalo Webinar: How to Get More Mileage Out of Your Visual Content

  1. 1. Using Every Part of the Buffalo How to get more mileage out of your visual content
  2. 2. Matt Cooper, CEO of Visually • Joined Visually in 2014 • Early exec at oDesk (now Upwork), the world’s largest freelancer marketplace • Expert in freelancer-based models and labor/services marketplaces • @matt_cooper
  3. 3. About Visually 5% discount code: BUFFALO
  4. 4. Before we start… • Content marketing is always on • Marketers are short on time and resources • A great narrative is the scarcest resource • To scale your marketing, you need to get the most from what you have
  5. 5. Today’s Agenda • Quick agreement on definitions • Building the framework • Using derivative content • Scaling production
  6. 6. Content Marketing: The Formal Definition The marketing and business practice for creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood customer audience – with the objective of driving profitable customer action. Source: Content Marketing Institute
  7. 7. Content Marketing: The Elevator Pitch Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one. Source: Content Marketing Institute
  8. 8. Content Marketing: For Practitioners Content marketing is about delivering the content your audience is seeking in all the places they are searching for it. Source: Content Marketing Institute
  9. 9. Content Marketing: For Non-Believers Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you. Source: Content Marketing Institute
  10. 10. Why? What’s in it for you? • Why not try to close right away? • What’s the impact on the business? • Gary Vaynerchuk https://goo.gl/cRt16L
  11. 11. Content marketing is not new
  12. 12. The Framework
  13. 13. Using every part requires a framework • Native Americans evolved a framework and system over centuries • If you want to extract every bit of value from a great theme or story, you need to have the right plan in place
  14. 14. 4 Step Framework • Your Audience • Goal • Buyer journey • Mapping Channels & Content
  15. 15. Step 1: Know your target audience • Who are they? • What are their problems? • Where can you bring value? • Personas 101
  16. 16. How to get it wrong • Mass incarceration video • 1.5 million views • 5,000+ comments on social • Not our target customers • Not solving our clients’ problems
  17. 17. How to get it right • We know our target market has a problem • Content marketing takes a lot of work • Everyone is scrambling to stay afloat • We think this will help
  18. 18. Step 2: Define (and remember) your goal • Conversion? • That would be great, but it’s a second-order effect • Goal is to • Add value • Build a relationship • Your KPIs should reflect these goals • Conversion in content marketing is a cumulative effort
  19. 19. Step 3: Map the Buyer Journey • 67% of the buyer’s journey is now done digitally • This is a simple framework we like • Awareness > Consideration > Conversion > Loyalty > Advocacy • Fits most, but you should define your own Source: SiriusDecisions
  20. 20. What is most valuable when? Early Funnel: Inform and orient - Social Media - Blogs - eGuides Deep Funnel: Convince and convert - White papers - Case studies - Product demos Retain and grow: Insider’s edge - Customer-only content - Events and roundtables - Webinars - Sharable content
  21. 21. Step 4: Aligning channels, content with the journey • Take your theme/narrative and map it to the ideal channel and stage • Not every box needs to be filled in – should be unique to the story you are telling
  22. 22. Derivative Content
  23. 23. Tent-Pole versus Derivative Content Derivative = the parts • Shorter form for different channels — cast a wider net • Efficient to produce • Taste test for your targets – are they interested in learning more? Tent-Pole = the steak • Longer form, deeper engagement • More time/commitment to produce • More time/commitment to consume • Client investment means it has to deliver a LOT of value
  24. 24. Process • Cost effective production means more channels can be ROI positive • Super Bowl ads must be broadcast • Leverage influencers • Mass Incarceration video • Channel will define format • Vine, Instagram, Facebook, etc • Knowing your audience
  25. 25. Why short-form derivative content matters The average human attention span in 2000 was 12 seconds, and by 2013 it was 8 seconds. That puts us one second shorter than a goldfish.
  26. 26. Mobile and social are where you will first engage • Mobile engagement is strong and growing • Short-form derivative content is ideal for the first engagement • Give them a compelling reason to click through to the tent-pole piece
  27. 27. Example: Cisco’s launch of cBR-8
  28. 28. Example: Cisco’s launch of cBR-8 https://vine.co/v/eK6dzV2WBpLhttps://vine.co/v/eqa0a9Od13t
  29. 29. Example: Morton Salt Girl’s 100th Birthday https://www.youtube.com/watch?v=xoNzZTPiPoE
  30. 30. Example: Morton Salt Girl’s 100th Birthday
  31. 31. Economics of derivative content
  32. 32. Framework example: our recent campaign Original survey research + written guide (bit.ly/1Nsb96L)
  33. 33. Framework example: Our Survey Campaign Original survey research + written guide Infographic + ● 4 blog posts ● Linkedin post ● Medium post + 5 pieces of micro content ● Webinar ● Video of webinar ● Slideshare PR push → 10 stories BITLY bit.ly/1Nsb96L
  34. 34. Scaling Production
  35. 35. Scaling any operation requires 4 things • Goals • Process • Technology • People/Resources
  36. 36. Define your production goals • What is your ideal outcome? • What does success look like? • Example: • We want to produce at least one tent- pole content piece per persona per month for both prospects (awareness, consideration, conversion) and clients (loyalty, advocacy)
  37. 37. Define your process • What is the ideal process for you to hit that goal? Example:
  38. 38. What technology do you have? •How will you scale your operation? •Your level of technology and automation will determine what people and resources you need to deliver a given amount of output • No technology = more people • More technology = fewer/different people •There’s a broad spectrum • Percolate, Newscred, Marketo, etc • CMS • Basecamp • Google spreadsheets •The technology should support your ideal process, not define it
  39. 39. People and resources • People and resources come last • Given your goals, process and technology, what people and resources do you need to succeed? • First defined the ideal process and outcomes, then evaluate how your people and resources align • Many operations make the mistake of trying to do the best they can with the people and resources they have • This is iterative • You may realize you can’t execute on the defined goals with what you have, or feel like you can get more done than you initially realized
  40. 40. Internal versus external people/resources • Doing it all in-house is nearly impossible – countless formats, channels, etc • Only the largest companies can build in-house studios
  41. 41. Closing Thoughts
  42. 42. Digital marketing is a content-hungry beast Unlike traditionally bounded ad campaigns, digital marketing is always on, and that puts pressures on marketers to look beyond traditional agency relationships to source content in more creative ways. Jake Sorofman, Gartner
  43. 43. Recap • The scarcest resource is a great narrative • To get every ounce of value from it, you need: • Clearly defined goals and outcomes • A deep understanding of your targets and their journey • A defined plan and framework for how you will execute • The right technology, people and resources at the right time • Derivative content is a force multiplier
  44. 44. Is your content marketing effective? 38% of B2B marketers said they were effective at content marketing vs. 30% this year. Source: Content Marketing Institute 30%
  45. 45. Scaling your efforts with Visually • Visual Content Creation • Company Workspace • Content Strategy Services • 5% discount code: BUFFALO
  46. 46. Q&A

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