Embed Size (px)
Citation preview
21 Tools and Tactics to Make a Content Marketer’s Life Easier
Stacey MacNaught Tecmark
#ttlpresents
@staceycav
My job in 2009…
#ttlpresents
@staceycav
@staceycav
#ttlpresents
@staceycav @staceycav
Things are a little more complicated now.
#ttlpresents
@staceycav
Poor (scalable) link acquisition tactics have mostly fallen by the wayside
#ttlpresents
@staceycav
(Albeit not so much for users)
There are lots of content marketing definitions
#ttlpresents
@staceycav
h"p://contentmarke/ngins/tute.com/2012/06/content-marke/ng-defini/on/
I prefer:
#ttlpresents
@staceycav
The use of content to achieve marketing goals either directly or indirectly.
For me, they’re largely SEO related goals
#ttlpresents
@staceycav
I use content marketing to build links, coverage and generate relevant traffic
#ttlpresents
@staceycav
It started disastrously
#ttlpresents
@staceycav
@staceycav
@staceycav
2 links.
@staceycav
@staceycav
(This doesn’t work, by the way).
It got gradually better
#ttlpresents
@staceycav
It got gradually better as we developed processes
#ttlpresents
@staceycav
#ttlpresents
@staceycav
@staceycav #ttlpresents
@staceycav #ttlpresents
@staceycav #ttlpresents
@staceycav #ttlpresents
@staceycav
@staceycav
Other Examples
@staceycav #ttlpresents
Garden and home security survey
@staceycav
British Business Dreamers Survey
@staceycav
Browsing for holidays while at work survey
@staceycav
Quick and low cost coverage, citation and link opportunities
@staceycav
Quick win local and regional press links with FOI data
@staceycav
We don’t have 100% success rates.
#ttlpresents
@staceycav
But we’re not far off.
#ttlpresents
@staceycav
And if a project doesn’t succeed first time, we’re better now at reworking it.
#ttlpresents
@staceycav
@staceycav
(Some things are beyond help)
Our success is down to process, tactics and tools…
#ttlpresents
@staceycav
And people - but I can’t share those!
#ttlpresents
@staceycav
Most of the impact tools and tactics can have is in 3 areas…
#ttlpresents
@staceycav
Ideation, data sourcing and distribution
#ttlpresents
@staceycav
Ideation
#ttlpresents
@staceycav
1 635 Brainwriting
#ttlpresents
@staceycav
#ttlpresents
@staceycav
h"p://blogsession.co.uk/2014/03/635-method-brainwri/ng/
2635 Brainwriting Tool
#ttlpresents
@staceycav
#ttlpresents
@staceycav
h"p://635.tecmark.co.uk/
3The Worst Idea Method
#ttlpresents
@staceycav
h"p://blogsession.co.uk/2014/03/635-method-brainwri/ng/
#ttlpresents
@staceycav
You want my sh***est ideas?
#ttlpresents
@staceycav
h"ps://www.amazon.com/Idea-Stormers-Inspire-Crea/ve-Breakthroughs/dp/1118134273
4SpeakUp
#ttlpresents
@staceycav
h"ps://getspeakup.com/
#ttlpresents
@staceycav
h"ps://getspeakup.com/
#ttlpresents
@staceycav
h"ps://getspeakup.com/
Free for up to 25 users
#ttlpresents
@staceycav
h"ps://getspeakup.com/
#ttlpresents
@staceycav
h"ps://getspeakup.com/
5Note and Vote Method
#ttlpresents
@staceycav
h"ps://library.gv.com/note-and-vote-how-to-avoid-groupthink-in-mee/ngs-24e829e43295#.uqh2au1tr
Data Sourcing
#ttlpresents
@staceycav
Survey Platforms and Panels
@staceycav #ttlpresents
6OnePoll
#ttlpresents
@staceycav
h"p://www.onepoll.com/
@staceycav
Larger investment but very credible data.
#ttlpresents
@staceycav
7Esomar Directory
#ttlpresents
@staceycav
h"ps://directory.esomar.org/
@staceycav #ttlpresents
@staceycav
8 Toluna Quick Surveys
#ttlpresents
@staceycav
h"ps://www.quicksurveys.com/
@staceycav #ttlpresents
@staceycav
Smaller investment. Quick turn around.
9 Google Consumer Surveys
#ttlpresents
@staceycav
h"p://www.google.co.uk/insights/consumersurveys/home
@staceycav #ttlpresents
@staceycav
Small Investment. Less credible than other sources.
Existing Data Sources
@staceycav #ttlpresents
10 Statista
#ttlpresents
@staceycav
h"p://www.sta/sta.com/
@staceycav #ttlpresents
@staceycav
11 Google Public Data Explorer
#ttlpresents
@staceycav
h"ps://www.google.com/publicdata/directory
@staceycav #ttlpresents
@staceycav
12 Government Statistics
#ttlpresents
@staceycav
h"ps://www.gov.uk/government/sta/s/cs
@staceycav #ttlpresents
@staceycav
Another approach
@staceycav #ttlpresents
13 Use FOI Data
#ttlpresents
@staceycav
h"ps://ico.org.uk/for-organisa/ons/guide-to-freedom-of-informa/on/what-is-the-foi-act/
@staceycav #ttlpresents
@staceycav
14 What Do They Know
#ttlpresents
@staceycav
h"ps://www.whatdotheyknow.com/
@staceycav #ttlpresents
@staceycav
15 Ask the EU
#ttlpresents
@staceycav
h"ps://www.asktheeu.org/
@staceycav #ttlpresents
@staceycav
Content Promotion
#ttlpresents
@staceycav
16 Forward Features Calendars
#ttlpresents
@staceycav
h"ps://www.asktheeu.org/
#ttlpresents
@staceycav
It’s easier to pitch content when you your topic and timing are perfect.
#ttlpresents
@staceycav
Obtain forward features calendars wherever you can.
@staceycav
Some publications
publish them
@staceycav #ttlpresents
#ttlpresents
@staceycav
In many cases, you’ll need to ask.
17 Local and Regional Press
#ttlpresents
@staceycav
#ttlpresents
@staceycav
Local and regional online press websites are often quicker win.
#ttlpresents
@staceycav
Some of the same journalists write for both.
#ttlpresents
@staceycav
#ttlpresents
@staceycav
#ttlpresents
@staceycav
#ttlpresents
@staceycav
18 Local & Regionals List
#ttlpresents
@staceycav
http://bit.ly/local-press
#ttlpresents
@staceycav
19 Freelance Journo Directory
#ttlpresents
@staceycav
h"p://www.freelancedirectory.org/
#ttlpresents
@staceycav @staceycav
20 CisionPoint Media Database
#ttlpresents
@staceycav
h"p://cisionpoint.com/
#ttlpresents
@staceycav
21 Other Useful Tools
#ttlpresents
@staceycav
#ttlpresents
@staceycav
Finally…
#ttlpresents
@staceycav
And most importantly
#ttlpresents
@staceycav
Content marketing is a team game.
There’s no greater asset/tools than a determined team.
