Quality Content On Scale
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The document discusses the challenges and strategies for creating quality content in a highly competitive landscape, emphasizing that quality varies based on goals and can include elements such as originality, emotional resonance, and credible data. It outlines a framework for effective content generation, production, and promotion, highlighting the importance of audience and competitor research, ideation, and collaboration. Additionally, it suggests that equal focus should be placed on the promotion of content as on its production to ensure visibility and engagement.
Quality Content On Scale
- 1. @staceycav Quality Content On Scale Stacey MacNaught Tecmark
- 3. #sascon @staceycav 100+ Years Earlier…
- 15. #sascon @staceycav Quality is assumed
- 16. Over 7 million blog posts per day #sascon @staceycav
- 17. Over 4,800 blog posts per minute #sascon @staceycav
- 18. Competition for audience is tough #sascon @staceycav
- 19. #sascon @staceycav How do we define “quality?”
- 21. #sascon @staceycav “Quality” varies depending on your goals
- 23. #sascon @staceycav • Simple • Unexpected • Concrete • Credible • Emotional • Stories
- 24. #sascon @staceycav Quality doesn’t always mean “pretty.”
- 31. #sascon @staceycav It was not pretty.
- 32. #sascon @staceycav But it was original
- 33. #sascon @staceycav It told a story
- 34. #sascon @staceycav It resonated with people
- 35. #sascon @staceycav The data was credible
- 36. #sascon @staceycav It had a shock factor
- 37. #sascon @staceycav Even my Nan cared.
- 38. #sascon @staceycav 221 times a day?! The world’s going to shit
- 39. #sascon @staceycav Sometimes, visuals do matter
- 42. #sascon @staceycav The angle was not original
- 43. #sascon @staceycav So the execution had to be
- 44. #sascon @staceycav Essential Elements in Creating Quality Content
- 46. #sascon @staceycav Audience research Competitor research
- 47. #sascon @staceycav Audience research Competitor research Ideation
- 48. #sascon @staceycav Audience research Competitor research Ideation Production
- 49. #sascon @staceycav Audience research Competitor research Ideation Production Promotion
- 53. #sascon @staceycav Facebook Graph Search Queries for Content Marketers http://www.tecmark.co.uk/facebook-graph-search-queries/
- 54. #sascon @staceycav Google Display Planner
- 64. #sascon @staceycav Make the Data Matter
- 68. #sascon @staceycav Facebook Pages to Watch
- 71. #sascon @staceycav Topsy (site: search)
- 73. #sascon @staceycav Backlink Analysis Tools
- 76. #sascon @staceycav “Nothing is as dangerous as an idea when it’s the only one we have.” -Émile Chartier
- 78. We needed an efficient means of ideas generation #sascon @staceycav
- 79. Where do you look for inspiration on efficiency? #sascon @staceycav
- 81. These guys have nailed efficiency #sascon @staceycav
- 82. Introducing Bernd Rohrbach #sascon @staceycav
- 83. And his 6-3-5 method of brainwriting #sascon @staceycav http://blogsession.co.uk/2014/03/635-method-brainwriting/
- 84. 108 ideas in 30 minutes #sascon @staceycav
- 85. We developed a tool #sascon @staceycav http://635.tecmark.co.uk/
- 87. #sascon @staceycav This took us from not having enough ideas
- 88. #sascon @staceycav To having too many ideas
- 89. #sascon @staceycav (Some people are never happy)
- 90. #sascon @staceycav NUF Testing to ditch the weakest
- 93. #sascon @staceycav Remember – either the angle or the execution should be original
- 94. #sascon @staceycav Acquiring Original Data Through Surveys
- 95. #sascon @staceycav Acquiring Original Data Through FOI
- 96. #sascon @staceycav Build Frameworks for Efficiency
- 100. #sascon @staceycav One Idea. Multiple Assets
- 101. #sascon @staceycav
- 103. #sascon @staceycav Especially if you’re promoting on social media
- 105. #sascon @staceycav OMG SHARE ME!!!!!!!!!
- 106. #sascon @staceycav 80%+ of Twitter traffic is mobile.
- 107. #sascon @staceycav
- 108. #sascon @staceycav Managing Production at Scale
- 109. #sascon @staceycav
- 112. #sascon @staceycav Build it and they will come
- 114. #sascon @staceycav Your content is not the Eiffel Tower.
- 115. #sascon @staceycav Put as much into promotion as production
- 117. #sascon @staceycav Paid promotion is often overlooked
- 118. #sascon @staceycav Sourcing Outreach Targets
- 121. #sascon @staceycav Consider Your Approach Method
Editor's Notes
- #42: Without any paid promotion, this piece of content became their most engaged with. Would that have been the case if we’d just created a “things to do in Dubai,” list? I don’t believe so.
- #71: By the end of your competitor research, you should understand what sort of content your competitors are producing, how well it’s working and what people are engaging with.
- #101: You can increase your efficiency by getting the most out of your big idea. So, if you run a survey, you might have press releases, a blog post, a related Slideshare deck, a visualisation of some sort… But one idea can be repurposed for multiple channels
- #120: Remember this