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Designing Big Content - Search Exchange 2013
The document discusses the concept of 'big content,' which extends beyond traditional formats like blog posts and infographics, emphasizing thoroughness, originality, and quality. It outlines the process of creating big content, including ideation, development, and promotion, highlighting the importance of collaboration and expert input. Additional points include strategies for sourcing data, finding ideas, and maximizing shareability to ensure impactful content that aligns with brand strategy.
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Designing Big Content - Search Exchange 2013
- 1. Designing Big Content Brian Chappell ManagingPartner / ADAPT PARTNERS
- 2. What is BigContent “Resources that go beyond our narrow bins of blog posts, videos, and infographics.” – Dr. Pete – Moz.com Img src: http://www.savorhisgoodness.com/2012/04/circus-date- night.html
- 3. Think Bigger ThanEvergreen
- 4. Go Big orGo Home
- 5. Be Thorough • Wouldyou trust the information presented in this article? • Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature? • Does this article have spelling, stylistic, or factual errors? • Does the article provide original content or information, original reporting, original research, or original analysis? • Does the article describe both sides of a story? • Does this article provide a complete or comprehensive description of the topic? • Is this the sort of page you’d want to bookmark, share with a friend, or recommend? • Would you expect to see this article in a printed magazine, encyclopedia or book? Src: (What counts as high quality content from Google - 2011): http://goo.gl/ieMcIk
- 6. Big Content ≠Infographics
- 7. Paralax is cool BUT Isthe content usable?
- 8. Basic lists are usable Butmaybe not perfect; Results speak for themselves: • 135 unique linking domains • 2k FB Shares • 3,200 Tweets • 50 + Comments Src: http://www.jeffbullas.com/2011/04/28/ 50-fascinating-facebook-facts-and- figures/
- 9. Forms of BigContent • Web App • Blog Post • Flat Page • Video • Image • Microsite
- 10. Throw out yourold ways
- 11. Creation Process • ProcessFlow is everything - There is no one way, find out what works for you identify the problem brainstorm solutions to problem build, model, define what version 1 is - don't launch until v 3 initiate outreach to industry experts to get thoughts then refine into v2,3
- 12. Data Sources forContent • Data, data, data. • Utilize Verifiable sources found online • Create your own Data • Mine the Dark Web Government entities collect data and store them internally but don’t always showcase on site. Pick up the PHONE and call!
- 13. Data Sources forContent Guardian government Google Consumer Surveys Guardian Data Factual Data Market Azure by Microsoft Freebase WorldBank Crunchbase Google PublicData Socrata CNN Money Socialbakers UN Data Datamobs USA Census Quandl Datamarket Full list here: http://goo.gl/Q6ads8
- 14. Ideation Where do youfind the ideas for your big content? Look for patterns in keyword prominence. • Customer Surveys • Google Consumer Surveys • Analytics • Keyword Research • Quora / Yahoo Answers / Forums
- 15. Development and Design •Think MVP vs. Scope Creeper • Perhaps try to create your own designed page using tools like Easal.io • Have your Developers use the Twitter bootstrap framework to save themselves time in development
- 16. Timing for Creation •Timing: can be common for content to take 2-3 months to create if not longer • Think of its creation process as somewhat similar to launching a new website. • Collaboration is critical; multi-person involvement • Roadblocks will happen, adjust quickly.
- 17. Increase Shareability /Promotion • Increasing the impact? Q/A subject matter experts Get quotes from thought leaders Outreach via Email, Tweet or Call
- 18. Let the World Know •Social ad buys Facebook Linkedin Adwords/Retargeting • Spend 30-40% of Big content budget on promotion/outreac h
- 19.
- 20. 5 + Year SeriesBig Content Piece • 100+ unique linking domains to series over last 5 years • 100K in new business generated • 1k + Tweets • Main stream media links Src: http://www.ignitesocialmedia.com/social- media-stats/2012-social-network- analysis-report/
- 21. Trademark Registrations / Business Indices Correlation Analysis •Hired Business Statistician to head up content analysis • 3 month timeline • Called USPTO to collect data going back 10+ years • Secured Main stream media links Src: http://secureyourtrademark.com/trademark- registrations-research/
- 22. Airbnb Community Guides • USP forAirbnb is community guides • Spent probably 10x what traditional content would have cost • YOY updates make this as even more valuable source Src: https://www.airbnb.com/locations/austin/
- 23. Mailchimp Labs • Mailchimp hasan entire department dedicated towards Big content; enter the Rocket Science Group Src: http://rocketsciencegroup.com/
- 24. The Perfect Web Page •Design fusion creates usable experience • Aggregated data from around the web and simplified it • Thousands of shares • 91 referring linking root domains Src: http://www.hitreach.co.uk/perfect-web-page
- 25. Summary • Tie itback to Brand Strategy • Big Content Can be what your company is known for, Ex: Red bull • SEO + Social = Sales Sales SEO Social
- 26. Thank You Tweet me:@brianchappell Email me: brian@adaptpartners.com