Big Content - And how to avoid the social media black hole - #eTAS15

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@andrevankets #BigContent And… How to avoid the social media black hole

Transcript of Big Content - And how to avoid the social media black hole - #eTAS15

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@andrevankets

#BigContentAnd… How to avoid the social media black hole

https://twitter.com/andrevankets
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Slides are available for download

bit.ly/bigcontent-blackhole

http://bit.ly/bigcontent-herdtracker
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Grow businesses through better online marketing.

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Social Media is not the answer.

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#1

Too Easy

http://how2becool.com/baby-selfie-app/

http://how2becool.com/baby-selfie-app/
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#2

Too Costly

Organic post reachfor brands

40%after Facebook’s EdgeRank update

http://techcrunch.com/2014/04/03/the-filtered-feed-problem/http://www.briansolis.com/2013/01/what-your-business-needs-to-know-about-facebooks-edgerank/

http://techcrunch.com/2014/04/03/the-filtered-feed-problem/
http://www.briansolis.com/2013/01/what-your-business-needs-to-know-about-facebooks-edgerank/
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#3

BrowseMode

http://www.thejournal.ie/mobile-phone-while-driving-1858807-Dec2014/

http://www.thejournal.ie/mobile-phone-while-driving-1858807-Dec2014/
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#4

InfiniteScroll

http://www.thejournal.ie/mobile-phone-while-driving-1858807-Dec2014/

https://medium.com/@griffinshea/the-hard-knock-school-of-travel-blogging-5e4f1ea77513Griffin Shea

http://www.thejournal.ie/mobile-phone-while-driving-1858807-Dec2014/
https://medium.com/@griffinshea/the-hard-knock-school-of-travel-blogging-5e4f1ea77513
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http://fitnessblackandwhite.com/brad-pitt-fight-club-workout/

http://fitnessblackandwhite.com/brad-pitt-fight-club-workout/
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You are not special.

You're not a beautiful or unique snowflake.

You're the same decaying organic matter as everything else.

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You are not special.

You're not a beautiful or unique snowflake.

You're the same decaying organic matter as everything else.

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BeHere

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AndHere

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Big Content

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Big ContentA specific form of content marketing

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Content Marketing

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Marketing Content Audience Action

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Running a blog

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Videos

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Infographics

http

://w

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.love

info

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.com

/cat

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fact

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http://www.loveinfographics.com/categories/environment-infographics/rhino-poaching-facts-infographic-infographic
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TV Shows

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Inflight Magazine

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Relatively easy to clone

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Big Content is…

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A digital asset.

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No-one’sdone before.

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Hard to copy.

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Share-worthy.

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Lives. On. Your. Website.

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Big Effort.

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Big Gap.

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?

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Examples?

(and proof that it works)

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#1Community

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#2Community +Content

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Results?

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•Launched March 2012•20k verified users•1,728 published users•3,703 photo galleries•2,156 journals •842 videos•1,208 discussions threads•30k-60k visitors per month

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#3Solve a problemfor travellers

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This is OUR scenario.What do WE need.

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www.drivesouthafrica.co.za/child-visa-checklist/

http://www.drivesouthafrica.co.za/child-visa-checklist/
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www.drivesouthafrica.co.za/child-visa-checklist/

http://www.drivesouthafrica.co.za/child-visa-checklist/
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Results?

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TrafficBrand exposureRelationships

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https://majestic.com

Links!

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Leads!

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#4Solve a problem +Content + Community

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http://www.enca.com/herdtracker-helps-visitors-track-wilderbeest-migration

http://www.enca.com/herdtracker-helps-visitors-track-wilderbeest-migration
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Results?

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Solved a problem / Addressed a fear

27 times

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Solved a problem / Addressed a fear

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Solved a problem / Addressed a fear

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Content Platform

Sep ‘14 Sep ‘15

Live updates 159 590

Photos 78 1919

Videos 23 126

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- 1.1k Email subscribers- 1.6k Twitter followers- 4.7k Facebook shares

Travellers + Industry

Community

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Traffic - Enquiries - Safaris

- 120k Website visits- 100s of enquiries- Dozens safaris booked

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- 55 Links (Sep 2014)- 98 Links (Sep 2015)

Links = SEO = Rankings

Media Coverage

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9 Tips for creating your own Big Content

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#1Understand your customers’ fears

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#2Choose a problem to solve

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#3Know what’s out there

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#4Befriend a geek

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#5Build it

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#6On. Your. Own. Platform.

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#6On. Your. Own. Platform.

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#7Create a Content Pyramid

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#8Engage press

http://www.okdork.com/2014/08/12/how-to-do-pr-for-your-startup-without-spending-any-money/

http://okdork.com/2014/08/12/how-to-do-pr-for-your-startup-without-spending-any-money/
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#9Nurture and thank partners

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http://www.ted.com/talks/derek_sivers_how_to_start_a_movement

http://www.ted.com/talks/derek_sivers_how_to_start_a_movement
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Keep Reading

1. http://www.briansolis.com/2013/01/what-your-business-needs-to-know-about-facebooks-edgerank/2. http://techcrunch.com/2014/04/03/the-filtered-feed-problem/ 3. https://medium.com/@griffinshea/the-hard-knock-school-of-travel-blogging-5e4f1ea775134. http://www.theatlantic.com/technology/archive/2013/12/2013-the-year-the-stream-crested/282202/5. http://www.okdork.com/2014/08/12/how-to-do-pr-for-your-startup-without-spending-any-money/6. http://en.wikipedia.org/wiki/SMART_criteria7. http://www.ted.com/talks/derek_sivers_how_to_start_a_movement

8. http://moz.com/blog/why-big-content-is-worth-the-risk/9. http://www.fastcompany.com/3008494/big-data-comes-big-content10.http://www.convinceandconvert.com/content-marketing/3-strategies-to-make-big-content-work-for-

your-brand/11.http://www.slideshare.net/randfish/how-will-links-influence-seo-in-the-future

• https://travelmassive.com/• https://www.safarious.com• http://www.drivesouthafrica.co.za/child-visa-checklist/• http://www.discoverafrica.com/herdtracker/

http://www.briansolis.com/2013/01/what-your-business-needs-to-know-about-facebooks-edgerank/
http://www.theatlantic.com/technology/archive/2013/12/2013-the-year-the-stream-crested/282202/
http://www.okdork.com/2014/08/12/how-to-do-pr-for-your-startup-without-spending-any-money/
http://en.wikipedia.org/wiki/SMART_criteria
http://www.ted.com/talks/derek_sivers_how_to_start_a_movement
http://moz.com/blog/why-big-content-is-worth-the-risk/
http://www.convinceandconvert.com/content-marketing/3-strategies-to-make-big-content-work-for-your-brand/
https://travelmassive.com/
https://www.safarious.com
http://www.drivesouthafrica.co.za/child-visa-checklist/
http://www.discoverafrica.com/herdtracker/
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bit.ly/bigcontent-blackhole

@andrevankets

Thank you

http://bit.ly/bigcontent-blackhole
https://twitter.com/andrevankets

#PKURCH4 PSI Woodworking Products SPUTNIK SEA URCHIN … · NOTE: Urchin holes will vary, measure each hole before turning your project. • To reinforce the urchin wall to avoid

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