11. IPULLRANK.COM @ IPULLRANK Lots of Good Coverage Dan got coverage on a lot of the places that we always wanted coverage from as rappers.
12. IPULLRANK.COM @ IPULLRANK It Also Led to More Coverage Dan appeared on local news shows and even got the opportunity to rhyme on some of them
13. Dan’s phone rang off the hook with new business and ultimately he was offered a reality TV show.
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15. But This Is Not the Norm Dan got lucky. He did a lot of things wrong, but the content resonated so much that it was authentic experience for the right audience.
17. No Annotations in Preproduction “Content strategy is a shared set of goals, guiding principles, and success metrics that guides the creation, delivery, and governance of content across an organization.” -@halvorson
18. IPULLRANK.COM @ IPULLRANK IT’S NOT WHAT YOU’RE DOING WHEN YOU DO THIS Image stolen from @PhilNottingham, but really how could one steal from a pirate?
19. IPULLRANK.COM @ IPULLRANK Content Strategy is the to more success …And social video strategy is just channel-specific content strategy.
20. The goal of any social media channel is to drive qualified traffic back to your owned media property.
27. Unless You Run YouTube Shopping Ads, Videos Don’t Generate Direct Sales
28. Every video is essentially a commercial, but we need to go beyond views and social shares.
29. IPULLRANK.COM @ IPULLRANK This is Super Useful, But Engagement Ain’t Paying No Bills Wistia’s analytics are incredible for a lot of things, but they mostly measure engagement. What we want to know how is how our content ultimately yields conversions and how engagement impacts it.
30. IPULLRANK.COM @ IPULLRANK Aligning with the User Journey “Multichannel custom publishing.” You’ll want to develop the right KPIs to match up with the right types of videos. Top of funnel videos should be measured by awareness KPIs, whereas bottom funnel videos like how-tos and guides are more likely to lead to conversions that are closer to the business objective.
32. We Made This for Tiny Prints with the Goal of Building Links
33. IPULLRANK.COM @ IPULLRANK They Wouldn’t Use an Embeddable Player So It was Difficult Don’t shoot yourself in the foot by not supporting your goals from a content strategy perspective.
34. Wouldn’t you love to know your videos helped drive $12.6 mm in revenue?
35. THEY DON’T WANT YOU TO BUILD PERSONAS THEY DON’T WANT YOU TO… SAY YOUR VIDEOS MADE $12.6 MILLI
36. It definitely doesn’t stop DJ Khaled who will be helping throughout the remainder of the presentation. Follow me on the road to more success video
37. IPULLRANK.COM @ IPULLRANK Assisted Conversions MAJOR ALERT! Assisted conversions are how you can show the monetary impact of your video content content marketing efforts. Filter by your specific video content and setup a 90 day lookback window.
38. IPULLRANK.COM @ IPULLRANK Here’s Where You Find It in Google Analytics You’ll need a dollar figure associated with conversion goals on the site in order to show the money that videos helped generate.
39. Doing This On Your Traffic from YouTube Won’t Be Impressive
40. That’s yet another reason why you should self-host your videos via Wistia and drive traffic back to them with various marketing channels. MAJOR ALERT!
45. IPULLRANK.COM @ IPULLRANK The World’s Fastest Data-Driven Segmentation Let’s make your persona process super quick. Segment your data as you see fitRun it through social media toolsExport your mailing list
46. IPULLRANK.COM @ IPULLRANK STEP ONE: Get Your Mailing List Anyone working in content marketing should have a mailing list. Never underestimate the power of email.
47. IPULLRANK.COM @ IPULLRANK STEP TWO: Run It Through FullContact Use FullContact’s Person API to append data to the mailing list http://www.fullcontact.com
53. IPULLRANK.COM @ IPULLRANK Or Just Use Audience Insights Without A Mailing List With 1.5 billion people on Facebook, it’s a damn good research panel.
57. IPULLRANK.COM @ IPULLRANK Acxiom’s Personicx Segments Data http://media.cmgdigital.com/shared/news/documents/2014/02/03/see_p_240_PersonicX_Binder.pdf
58. IPULLRANK.COM @ IPULLRANK Check Against Your Google Analytics Data Determine which user types are currently being captured vs. aspirational
59. IPULLRANK.COM @ IPULLRANK Build Your Personas You now have more than enough data to build out user stories, needs and identify key characteristics. You can also determine how to measure them in GA with Advanced Segments.
60. IPULLRANK.COM @ IPULLRANK Personas Dictate your Channel Mix What channels are you personas shown to be active in? That’s where you should consider placing your videos.
61. But… You can’t place links back to your site on Instagram, Vine and Snapchat posts, so using those channels may not help you meet your goals. MAJOR ALERT!
62. 4 QUESTIONS YOU WANT THE ANSWER TO What channels are your audience active in? What have they shown interest in? Are you capturing them there? Can you capture them there?
64. THEY DON’T WANT YOU TO BUILD PERSONAS THEY DON’T WANT YOU TO… KNOW CHANNELS REQUIRE SPECIAL- IZATION
65. PLACEMENT MATTERS No matter where you place your video, social or on your own site, it needs to be driven by channel- specific content strategy.
66. All videos should feature great thumbnails where possible and capture users in the first 3 seconds.
67. IPULLRANK.COM @ IPULLRANK Upload Natively to Facebook Videos that are uploaded directly into Facebook get more visibility and interactions than those from 3rd party platforms.
69. IPULLRANK.COM @ IPULLRANK YouTube – Plan for Annotations in Preproduction YouTube allows for annotations and the placement of other interactive units. You need to account for these in pre-production, otherwise you video won’t look so great.
70. IPULLRANK.COM @ IPULLRANK YouTube – Upload During Peak Viewership The best days to post on YouTube are Thursday and Friday to get more viewers of your content.
71. IPULLRANK.COM @ IPULLRANK Wistia – Plan for Turnstile Turnstile is an incredibly awesome feature of Wistia, but you need to plan your video content so that there is an inflection point that makes Turnstile work well.
72. Facebook Live, Periscope, Meerkat I’d much rather you use YouTube Live and post it on your own site.
73. IPULLRANK.COM @ IPULLRANK Don’t Post Overpolished Content on Instagram Instagram is specifically about the authentic experience. Posting overly polished content there stands out in a bad way and gets ignored.
87. Bet you never thought you’d see David Ogilvy and DJ Khaled on the same slide.
88. IPULLRANK.COM @ IPULLRANK SEO uses PPC to Test By the same token, Organic Video can leverage Paid Media channels focused on very precise audiences to determine whether not a video is going to perform.
89. IPULLRANK.COM @ IPULLRANK YouTube TrueView Campaigns Test how your video performs using YouTube’s TrueView campaigns focusing on specific audience types or by using customer match with your mailing list.
90. IPULLRANK.COM @ IPULLRANK You Only Pay if They Watch More than 5 Seconds YouTube’s TrueView can provide metrics on how much of the video is actually consumed by the user.
91. IPULLRANK.COM @ IPULLRANK Facebook Video View Ads Leverage Facebook’s Video Ads to put your videos in front of highly targeted audiences for low prices and measure the engagement.
92. IPULLRANK.COM @ IPULLRANK StumbleUpon Paid Discovery Drive users to your landing pages based on their audience type for 10 cents a click via StumbleUpon Paid Discovery to determine if works or not.
93. Spend $1,000 per persona per channel. You’ll know in the first few days whether or not your content works.
95. THEY DON’T WANT YOU TO BUILD PERSONAS THEY DON’T WANT YOU TO… GET BUY-IN FOR YOUR IDEAS
96. IPULLRANK.COM @ IPULLRANK BUILD BETTER BUSINESS CASES Your keyword research in context of your assisted conversion data through the lens of a specific persona yields a far better business case than “hey, I have this cool idea”
98. IPULLRANK.COM @ IPULLRANK Governance & Workflow Your video content strategy should include a model for governance and workflow that ensures the inclusion of all the key players are onboard before you move forward. Sr. Leadership Video Team Together
99. Finally, you need to overcome the objections to push your video content ideas through.
100. IPULLRANK.COM @ IPULLRANK FAIL #1: WEAK PRESENTATION A marketer presents the creation of video via email and phone, but doesn’t succeed and ultimately the client sees them as “complicated” or “expensive” measures.
101. IPULLRANK.COM @ IPULLRANK RESOLUTION #1: PRESENT A DECK IN- PERSON Your presentation should not be an email or a phone call, it should be an in-person presentation with all the stakeholders.
102. IPULLRANK.COM @ IPULLRANK FAIL #2: LEAVING OUT KEY STAKEHOLDERS A marketer sells in an idea neglecting to invite key stakeholders only to have that content strategy fall apart once the miss stakeholders review it.
103. IPULLRANK.COM @ IPULLRANK RESOLUTION #2: INVITE THEM ALL Get all of the key stakeholders on board so you don’t have to repeat steps or risk the engagement falling apart after you believe you’re good to go.
104. IPULLRANK.COM @ IPULLRANK FAIL #3: NOT SHOWING THE VALUE A marketer explains the content strategy using the wrong KPIs and the stakeholders respond that content is “nice to have” not as beneficial as “bombarding people with 100k email communications.”
105. IPULLRANK.COM @ IPULLRANK RESOLUTION #3: BETTER MEASUREMENT PLANNING Build your measurement around the business objectives and things that actually show the positive affects of revenue.
106. IPULLRANK.COM @ IPULLRANK FAIL #4: RELYING ON TOO MUCH DATA A marketer relies heavily on data to make her case and lambasts the regarded accomplishments of the key stakeholders.
107. IPULLRANK.COM @ IPULLRANK RESOLUTION #4: LET THE STORY DO THE WORK Don’t use numbers as a weapon to insult your stakeholders, tell a compelling story using the data as an aside that drive the points of ineffectiveness.
114. THANK YOU MICHAEL KING FOUNDER & MANAGING DIRECTOR IPULLRANK mike@ipullrank.com http://ipullrank.com * Shoutout to Steve Floyd at AXZM who gave a DJ Khaled themed presentation on WordPress Speed http://www.slideshare.net/axzm/major-keys-to-wordpress-speed