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4 content marketing case studies covering different approaches with the goals of reaching the same results.
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A walk through 4 Recent Content Campaigns
@chrisbennett #pubcon2014clarklittle.com
@chrisbennett #pubcon2014clarklittle.com
download this deck: bit.ly/97PubCon14
Here is what I have learned over the years
every website is unique
they each deserve a UNIQUE strategy
Blog Post
Infographic
Guest Post
gone are the days
do what makes sense for you
and do it well
make it pretty
Clark Little
make sense to your audience
so lets LOOK at a few different businesses
and how they all used something different to achieve the same results
more traffic
more branding
more engagement
more mentions
but most importantly
more business
cause lets face it
the c-suite doesn’t care how many shares/links you get
https://www.defensivedriving.com/road-trip-planner/
It’s beautiful
it’s simple
it’s useful
it’s altruistic
leveraged social success
leveraged social success
leveraged social success
reached out to the products/apps mentioned
there are a million road trip planners
some arguably better
but when you make something that is beautiful
Clark Little
simple
to the point
and altruistic
you win.
http://www.budgetdirect.com.au/packinglist/
another great packing/planning example - Interactive
The Student Loan Industry is insanely competitive
big budgets
big ROI
we needed to set ourselves apart
We took college and put an ROI angle on it
so high school students could make an educated decision
comparing the different degrees they are on the fence about
this could of been an in-depth article or white paper
IN FACT IT HAS BEEN
and it 10X’d all traffic, engagement, time on site etc…
very mobile friendly as well
Big Data is awesome
it’s changing the world
but attracting customers to your Hadoop Cluster
is harder than writing about the “Internet of Things” or “Wearable Tech”
so we set out to make a multi part campaign around influencers
http://www.qubole.com/hadoop-influencers/
by listing the experts Qubole became expert
influencers loved that they were listed
so the next month we appealed to that love and asked them for tips
we turned those tips into a month long blog series
and the influencers shared again
then at the end of the month compiled them all into a slideshare
http://www.slideshare.net/qubolemarketing/big-datatips2
and again
another great example of article to SlideShare
http://blogs.salesforce.com/company/2014/03/internet-of-things-marketing-impact.html http://www.slideshare.net/Salesforce/internet-ofthingsslideshare-1
Interactive content makes boring things awesome
take taxes for example
https://turbotaxcpaselect.intuit.com/history-of-taxes/
would you read a blog post about the tax code?
need to build custom buttons to trigger twitter cards/open graph
https://turbotaxcpaselect.intuit.com/history-of-taxes/
gotta make it a slideshare
http://www.slideshare.net/IntuitInc/the-history-of-the-tax-code
interactives make it easier to get away with calls to action
