Lessing-Flynn

“This is not the perfect flywheel for every agency, but it’s a start.”

Content Maturity Model from Heather Physioc of VML. What stage does your content fall into? Reactive, tactical, integrated, managed or strategic?

What is content? Here’s the top 25 answers from digital marketers. Moral of the story, there’s no one definition because it depends on who’s consuming it.

“Powerful brands have communities and they leverage those communities to hit their marketing goals,” said Tara Reed, one of the 2017 MozCon speakers. She spoke about why all brands should create and foster communities for their customers. Reed shared the following four questions that should be asked when determining, “Should I create a community?”

1. What would it look like for me to create a community?

Should our community be public or private?

Example of a successful private community: 500 Startups

2. Can our community be low-tech?

Example: Udemy; they built a community for instructors on Facebook

Example: The Club; They community included posts, leaderboard, challenges, Q&As, Toolkit and Success Path

3. Should our community be social-first or content-first?

Example: Coachella (social-first community); forums, fan clubs

Example: Moz (content-first community); blog posts/content first and then comments from user base

Example: Shopify, e-commerce university (content-first community)

4. Should your community be gamified?

The best engagement occurs when communities include gamification, (Gamification is taking the community and integrating gaming techniques to motivate engagement and participation from users.)

Example: Fitbit Challenges

Director of Go Fish Digital, Daniel Russel, says you should keep these things in mind when using Reddit for content marketing:

- Become an active user

- Master Reddit’s search function

- Model and riff off of top content

Process as outlined by Oli Gardner, Unbounce Co-founder. Also known as “data-informed design.”

1. Consult 3D playbook put together by Oli Gardner.

2. Collect data.

3. Make observations as a team (look at the data together).

4. Design card mockups. Have all team members leave the room for 10 minutes and then come back together to share how they solved the problem with design. 

5. A/B test with the goal of changing behavior, not just one metric. (Example form KPI ideas: clicking on the first question, number of fake emails, percent of personal email addresses, conversion rate).