A description of the panel from SXSW:
- "There are reasons content marketing has become a business priority. When done right, it improves search rankings, fuels social media initiatives and it’s the foundation of successful email marketing. But one or two stories published to a company website each month isn’t enough to achieve success. For the best results, you need to multiply your mix of content type by customer personas, by phases of the engagement funnel and by social media channels. Do the content marketing math and you’ll realize that you need thousands of articles to fill your sales funnel. This presentation shows you how to bring people and resources together to grow your business through content marketing. We feature a live case study from NBC Sports on the challenges of managing social media content needs for a sports media corporation, across multiple stakeholder groups with varied business goals. These demands include both daily social efforts as well as major sporting events like Super Bowl and The Olympics. Presented by Oracle."
The panelists on Twitter:
Lyndsay Iorio Signor (@LyndsaySignor) | TwitterThe latest Tweets from Lyndsay Iorio Signor (@LyndsaySignor). Director of Social Media for @NBCSports. @NCState alum.Keepin' an eye on #socialmedia,#socialTV & sports trends.Steelers & Pens fan. Runs on tea & hummus. New York City & Stamford
Kaila Garrison (@KailaJustine) | TwitterThe latest Tweets from Kaila Garrison (@KailaJustine). Senior Product Marketer @OracleMarketingCloud. Self-proclaimed foodie. Outdoor enthusiast. Ex-River Guide. Mom of 2. Red Wine Addict. Indianapolis, INSelected Twitter notes from the panel:
One of the primary challenges of content marketing is the volume of topics and personas you have to create content for. #content123- You also have to address customers during different stages in the content / sales funnel, and the channels to reach them in. #content123
Most of traffic from High Effort content comes from search #content123 #sxsw pic.twitter.com/gTaPPOdEa0
Low Effort content referrals are much more distributed #sxsw pic.twitter.com/qyxj7AOvko- High Effort content converts well, but is most expensive. Best for top of the funnel consideration. #content123 #sxsw
- Medium effort content converts if you address it to the middle of the funnel, when people are considering your product. #content123 #sxsw
- Low effort content is good for the end of the funnel - deeper consideration. More personal relationships. #content123 #sxsw
- .@LyndsaySignor: Social media has made key dept - HR, Sales, PR, Marketing, Product, Internal Comms, talk together. #content123 #sxsw
- .@LyndsaySignor: The best way to make your resources more robust is to show the role of social across the organization. #content123 #sxsw
- .@LyndsaySignor: Key social KPIs at @NBCSports - Followers, Clicks/Traffic, Engagement, Tune-In, Brand Equity, Revenue. #content123 #sxsw
- .@LyndsaySignor: Key social KPIs at @NBCSports - Followers, Clicks/Traffic, Engagement, Tune-In, Brand Equity, Revenue. #content123 #sxsw
- .@LyndsaySignor: My team has a lot to live up to-NBC wins Emmys all the time. It inspires us; want to tell that story. #content123 #sxsw
- .@LyndsaySignor: You want your CMs / Content Creators to focus on things that will drive the most Revenue, Traffic, etc. #content123 #sxsw
- .@LyndsaySignor: You can't create this much content without reusing/curating responsibly: other sites,UGC,internal assets. #content123 #sxsw
- .@LyndsaySignor: Super Bowl: FB/Twitter (real-time), Tumblr (for ads), Instagram (sideline), Pinterest (non-sports fans) #content123 #sxsw
- .@LyndsaySignor: Super Bowl hub was 20% of our content/80% curated. fans just want the best stuff regardless of source. #content123 #sxsw
- .@LyndsaySignor: To broaden audience: we partnered with @DudePerfect to create some custom videos, used Tara and Johnny #sxsw #content123
SXSW 2015: "Simple Ways to Massively Increase Your Content" Recap
A recap of the panel featuring NBC Sports' Lindsay Iorio Signor and Oracle Marketing Cloud's Kaila Garrison from March 13, 2015.
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