There Was Content in the Beginning and There Will Be Content in the End
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This document outlines the agenda for the UNC Conference 2014 hosted by CopyPress. The day includes breakfast, presentations from the CopyPress CEO and CRO on content creation and conversion, lunch, and a networking cocktail hour. It also provides information on the conference WiFi and hashtag.
There Was Content in the Beginning and There Will Be Content in the End
- 1. U N C O N F E R E N C E 2 0 1 4
- 2. Agenda for the Day 2 Breakfast Kickoff Dave Snyder CEO, CopyPress There Was Content in the Beginning and There Will Be Content in the End Dave Snyder CEO, CopyPress Lunch How to Create, Curate, and Convert Great Content Joe Sinkwitz CRO, CopyPress Break Site or Campaign Review Cocktail Hour and Networking 9:00 9:30 10:00 12:00 1:00 2:30 3:00 5:00 9:30 10:00 12:00 1:00 2:30 3:00 4:30 - - - - - - - + + + + + + + +
- 3. WiFi and Housekeeping 3 x x x #CopyPressUT Wifi Network Password Access to SlidesHashtag
- 4. There Was Content in the Beginning and There Will Be Content in the End U N C O N F E R E N C E 2 0 1 4
- 5. What is CopyPress? A Marketplace for Custom Content in Multiple Formats We also have offerings that maximize visibility for content once created. (Native Ads and Publisher Outreach) 5 + +
- 6. What is CopyPress? Helping companies scale in multi-format content production (copy, videos, interactive media) Large scale content creation which is equally difficult to manage The key difference is our trained and certified creative base, software, and optimized workflows 6 + + Our specialties are
- 7. Who Am I? Working in Online Marketing since 2008+ Former English Teacher+ Before CopyPress I founded several consultancies, and worked with brands like eBay, Disney, Conde Nast, and Intuit + My specialties lie in: SEO, Content Development (Ideation to Workflows), Content Visibility (I am not a huge fan of buzzwords like content marketing and viral marketing) + 7 Dave Snyder CEO, CopyPress
- 8. 8 Let’s Start with Some Secrets
- 9. 9 Today You Are Content Murderers1
- 10. 10 You Kill it Before it Even Has a Chance to Really Live
- 11. 11 Content is a Multi-Level Strategy; Creation Alone is an Action with No Result +
- 12. 12 Content Isn’t Hard to Create2
- 14. 14 Seriously…
- 15. 15 So Why Our Focus on the Same Old Thing?
- 16. 16 Copy + Link Focus
- 17. 17 Copy + Link Focus = CRAP
- 18. 18 And now they lead to...
- 20. And Now?
- 21. 21 Content is Killing Platforms
- 23. COE: Conversions Over Everything! 23
- 24. 24 Content is a Multi-Level Strategy Creation alone is an action with no result +
- 25. Doing Content Marketing Before it Was Cool 25
- 26. 26 + + 2008 2014 What’s Different? Digg, IGs, Reddit, Forums Personas, “Power Accounts”, and Gaming Social Ads, Advertorials, and Native Ads >> What’s the Same?
- 27. Awesome Content Wins Awesomely
- 28. 28 Buzzwords … Fun buzzwords for stuff that we have been doing since the start of the Internet Content Marketing and Native Ads …
- 29. Native Ad Examples from the Past 29 Deep history in advertorials dating back to the early 20th century. Magazines are the place with most traditional advertorial examples + 1996 - LINK EXCHANGE >> SPONSORED POSTS
- 30. 30
- 31. Content Marketing from the Past 31 History in direct mailer business, and traditional sales letter The Custom Content Council is founded (formerly the Custom Publishing Council) 1998 Microsoft launches first major corporate blog2004 25% of all marketing spend going to content2010 + + +
- 32. 32 E X A M P L E 01
- 33. 33 E X A M P L E 02
- 34. 34 E X A M P L E 03
- 35. 35 E X A M P L E 04
- 36. 36 E X A M P L E 05
- 37. 37 E X A M P L E 06
- 38. 38 E X A M P L E 07
- 39. 39 NATIVE PAID CONTENT MARKETING EARNED Easy Way to Cut It
- 41. 41 The Market for Custom Content Production AND Distribution in the US was $43.9 billion in 2013 This dwarfs the “HOT” Native Ad Space which is estimated to break $3 billion in spend by 2015 + How it Shakes Out
- 42. 42 Content is the Key… … and Everyone Keeps Forgetting It
- 43. 43 What Makes Content Great?
- 44. 44 ...being able to properly regulate one’s emotions. It is a complex process that involves the initiating, inhibiting, or modulating the following aspects of functioning “ “ Initiation Point Thoughts Feelings ActionsResult Emotional Self Regulation
- 46. 46 The Who of Content
- 47. 47 The Who of Content
- 49. Some Numbers 49 CopyPress first started hiring writers in 2009 + We added roughly 200 writers in our first year + 2009 200
- 50. Then in November of Last Year… 50 You can setup your own membership based community using WordPress+
- 51. Where you can learn… 51
- 52. And certify… 52 We use ClassMarker.com for multiple choice exams and simple form submission for practical exams +
- 54. This morning we had.. 54 7991 community users + 1210 identify themselves as designers +2738 of these identify themselves as writers + We have had just under 2500 tests taken through the portal +
- 55. Here is how you can do it… 55 Driving Conversion Based Traffic + Quality Control+HR Protocol+ Payment Management +
- 56. Driving Conversion Based Traffic (Writers) 56 Craigslist.org Content Writer Job (LinkedIn) Freelance Writers (LinkedIn) bloggingpro.com/jobs/ Copywriting & Copyediting (LinkedIn) freelanced.com allfreelancewriting.com Copywriters (LinkedIn) Freelance Writers Inc. (LinkedIn) + + + + + + + + + freelancejobopenings.com guru.com Simply Hired freelancewritinggigs.com linked Writers (LinkedIn) The Freelance Writers Connection (LinkedIn) freelancewriting.com ifreelance.com Suite101.com Writers Community (LinkedIn) + + + + + + + + +
- 57. Driving Conversion Based Traffic (Writers) 57 Writers and Bloggers (LinkedIn) http://london.craigslist.co.uk uk.gigajob.com http://jobs.problogger.net/ http://www.writewords.org.uk elance.com Writing Jobs (LinkedIn) gumtree.com indeed.com + + + + + + + + + sunoasis.com http://www.wahm.com/jobs.html http://journalismjobs.com/post_job_new.cfm http://sunoasisjobs.jobamatic.com/a/jbb/find-jobs + + + +
- 58. Driving Conversion Based Traffic (Designers) 58 Behance (http://www.behance.net/joblist) AIGA Design Jobs (http://designjobs.aiga.org/public/jobs_browse.asp) Authentic Jobs http://www.authenticjobs.com/ Craigslist Coroflot http://www.coroflot.com/jobs#state=0& LinkedIn + + + + + +
- 59. Driving Conversion Based Traffic 59 Optimized Content around topics creatives are looking for, especially as it relates to monetizing their talent Contributing as a writer to publications that target creatives Active Twitter and Facebook accounts Targeting specific creatives that meet channel based needs The real key for our success this year was setting up a platform that allowed us to collect creative information easily and easily work them into joining our ongoing workforce. TLDR – A longer conversion funnel with a secondary conversion is key to growing out a huge creative force. + + + + + +
- 60. HR Protocol 60 This is one of the biggest things you will underestimate. Here is what you need: W9s Employment Contract Specific language about ownership of intellectual property and its use Secure payment information collection Handbook outlining what your standards as a company are, and what they can expect if they do not meet those standards. + + + +
- 61. HR Protocol 61 Our Process Once they have been certified we send them an email with a link to our creative application (You can set this up via Google Forms) +
- 62. HR Protocol 62 Our Process Once the application is completed we utilize echosign to get all documents filled out and digitally signed. (http://echosign.com) We then store all information in our software with the writers’ details + +
- 63. Quality Control 63 Keeping out the cheaters! Utilize CopyScape We have built a crawl against Google’s index as well We have also built an internal database crawl + + +
- 64. Quality Control 64 Grading System Be willing to cut creatives based on bad performance, but have a system built to help develop them before simply dismissing them Layer your grading Internal External +
- 65. Payment Management 65 Payment Processing is Tough Need a system for automatically tallying content payouts based on type and length etc. Must be able to assign those payments in your bookkeeping software for easy 1099 record keeping Must then have ACH provider for automated payments, plus account for others that want alternative payments. (We don’t deal with tough countries, but some may) Pay on time - We have had issues + + + + $50,000 a month in content payments on average – we split it into two dates to mitigate issues with cashflow, but this is always tough