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Ep. 507: The Most Important Marketing KPI You Are NOT Measuring
14 ideas de marketing sacadas de «Ep. 507: The Most Important Marketing KPI You Are NOT Measuring», de Perpetual Traffic. Sobre todo de estrategia de…
- 14 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 26 min
- Publicada en 2023
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Estrategia de contenidosDado que grabar contenido original es la etapa más difícil, se debe establecer una regla de producción que exija extraer un mínimo de 5 piezas cortas por cada pieza de contenido en formato largo, aumentando progresivamente este ratio para maximizar el apalancamiento.
new rule that Solutions 8 is for every long form video we have to have at least five shorts produced and to be honest with you I want five to become 50 at it because you know creating content is the hard part right once you have it created editing it is you know that's that's the leverageable skill and I just don't think we're taking advantage of that leverage so right now it's a manual
Escúchalo en el minuto 3:39
Estrategia de contenidosGrabar un podcast o video de formato largo cubre el 90% del esfuerzo de producción; el 10% restante consiste en utilizar herramientas de IA para fragmentarlo en cientos de microcontenidos, integrando obligatoriamente un proceso humano de control de calidad (QC) para multiplicar por 10 la productividad del equipo sin degradar la marca.
ninety percent of the work and again no hyperbole here 90 of the work is already done if you shot an hour-long podcast you're capturing video and audio that's 90 of the work taking that and adding this new Step where you throw it up into it it chops it up maybe there's a little overwhelmed like the AI tools make this is that there has to be a human QC element to it yep for sure like at least does have to be that QC process and you need to have somebody on your staff that potentially great and even 10x more productive but use the tools to enhance their productivity and ultimately scale and
Escúchalo en el minuto 21:55
Estrategia de contenidosEn plataformas de distribución algorítmica, predecir qué pieza será viral en un comité de marca es ineficaz. La estrategia debe basarse en publicar alto volumen y permitir que el algoritmo actúe como filtro meritocrático: si el contenido no funciona casi nadie lo verá, y si resuena, la plataforma lo escalará orgánicamente.
that and my point to them was it's not necessarily always about brand it's about volume and testing and seeing what instant well and the algorithm is going to do the job for you you're going to produce a hundred shorts and 98 are never going to get seen and one is going to have medium visibility and one's going to go viral so you can either sit around with your whiteboard and your brand guidelines and your team and try to ideate which one's going to go viral and you'll fail every single time by the way or produce the hundred and the benefit you have is if it's not good no one will see it…
Escúchalo en el minuto 11:32
Priorizar el volumen sobre la predicción en vídeo corto
Estrategia de contenidosIntentar predecir qué contenido será viral mediante reuniones y guías de marca suele fallar; la estrategia efectiva consiste en publicar un alto volumen de piezas cortas (por ejemplo, 100 vídeos para que 1 se vuelva viral), aprovechando que los algoritmos ignoran el contenido de bajo rendimiento sin penalizar a la marca.
you're going to produce a hundred shorts and 98 are never going to get seen and one is going to have medium visibility and one's gonna go viral so you can either sit around with your whiteboard and your brand guidelines and your team and try to ideate which one's going to go viral and you'll fail every single time by the way or produce the 100 and the benefit you have is if it's not good no one will see it you're relying on algorithmic placement of media based off of indications of Interest
Escúchalo en el minuto 0:00
Medición y experimentosPara gestionar y comprobar la efectividad de una estrategia de reutilización (repurposing) de contenidos, se debe medir el 'costo por contenido' (cost per content) como KPI operativo, traduciendo la producción de piezas a términos medibles de negocio.
um like repurposing content is a complete Absolute Total prerequisite and the way to know whether or not you're doing it is to begin tracking cost per content so that's my sales pitch I be doing I love the metric because it now puts it into kpi terms I think that company you need to have measurements because what gets measured gets managed
Escúchalo en el minuto 10:09
Medición y experimentosPara equipos de marketing y creación de medios en la era del video corto, el 'costo por contenido' (cost per content) es el KPI cuantitativo principal a monitorear, permitiendo evaluar la eficiencia y escala del volumen producido una vez garantizado un estándar base de calidad aceptable.
um the kpis for his media team and I was no dude I think I'm gonna go after cost per content it's a quantitative game and because it's a quantitative game you have to have a quantitative kpi and cost per content is the quantitative kpi now obviously let's make that the Axiom that we built on top of as long as your needs to be if you're a CMO or directory marketing this is your new most important kpi when it comes to Media
Escúchalo en el minuto 7:40
Estrategia de contenidosLimitarse únicamente a campañas de conversión de venta directa satura el alcance; una estrategia ganadora consiste en publicar un alto volumen de contenido de pre-concienciación (top of funnel), asumiendo que los prospectos necesitarán consumir decenas de piezas cortas dentro de tu ecosistema antes de decidirse a agendar una llamada o comprar.
volume wins Perpetual traffic today volume wins so brand because if all you're doing is going out and driving sales through website conversion campaigns everything is top of funnel pre-awareness content and the more of it that you have you pull them into your world and they might watch 37 videos before they decide to book a call business you're not going to hit a home run with every single video so it's the volume side of the equation that really does work and very very much top of
Escúchalo en el minuto 20:06
Estrategia de contenidosLimitarse únicamente a campañas de conversión de venta directa satura el alcance; una estrategia ganadora consiste en publicar un alto volumen de contenido de pre-concienciación (top of funnel), asumiendo que los prospectos necesitarán consumir decenas de piezas cortas dentro de tu ecosistema antes de decidirse a agendar una llamada o comprar.
volume wins Perpetual traffic today volume wins so brand because if all you're doing is going out and driving sales through website conversion campaigns everything is top of funnel pre-awareness content and the more of it that you have you pull them into your world and they might watch 37 videos before they decide to book a call business you're not going to hit a home run with every single video so it's the volume side of the equation that really does work and very very much top of
Escúchalo en el minuto 20:06
Estrategia de contenidosUn activo de contenido largo (como un episodio de podcast de una hora) debe desglosarse en múltiples piezas secundarias: clips verticales para Instagram, TikTok, Snapchat y Facebook, gráficos para Pinterest y artículos de blog a partir de la transcripción.
your content is good enough you need to be taking the content you're producing and turning it into as many repurposed tidbits as you possibly can and that now that you own it that one hour piece of of media could be and I'm not being hyperbolic here it could be hundreds of pieces of content because if you think about all the little shorts that you could pull out for Instagram repurpose those for tick tock repurpose those for Snapchat repurchase the Facebook you know uh Lauren petrulo just started working on our Pinterest and then that can get pulled out and the transcription becomes a Blog and
Escúchalo en el minuto 9:10
Estrategia de contenidosPara optimizar el costo por contenido y sostener altos volúmenes de publicación, se debe utilizar herramientas de IA y editores para fragmentar piezas extensas (podcasts, videos largos) en múltiples microformatos optimizados para redes.
something like Opus for Content repurposing so I mean the thought to in this cost per content concept which I love is you will start talking about you will start focusing on volume video or an hour podcast like think about how many pieces of content you can Chunk Up with these types of tools or just imagine how much more productive they can be with these tools and that's the AI multiplier from my perspective it's like it's not replacing humans the ones who embrace it are the ones that really get to get a head start on
Escúchalo en el minuto 16:25
Estrategia de contenidosPara optimizar el costo por contenido y sostener altos volúmenes de publicación, se debe utilizar herramientas de IA y editores para fragmentar piezas extensas (podcasts, videos largos) en múltiples microformatos optimizados para redes.
something like Opus for Content repurposing so I mean the thought to in this cost per content concept which I love is you will start talking about you will start focusing on volume video or an hour podcast like think about how many pieces of content you can Chunk Up with these types of tools or just imagine how much more productive they can be with these tools and that's the AI multiplier from my perspective it's like it's not replacing humans the ones who embrace it are the ones that really get to get a head start on
Escúchalo en el minuto 16:25
Transición de SEM costoso a contenido masivo en la parte alta del embudo
Canales de adquisiciónEn nichos altamente competitivos donde el costo por clic en búsquedas pagadas alcanza entre $50 y $75, una estrategia efectiva para reducir costos de adquisición es volcar recursos hacia la producción masiva de contenido de pre-interacción en la parte alta del embudo.
like this brand that we just talked to is in a very competitive niche in a red ocean but a has a very unique selling proposition right we've done shows on that they do this whole thing different than everybody else but they're still bidding on keywords that are 50 to 75 dollars per how do you shift that Paradigm well you go top of funnel pre-engagement content and put out a lot of it you know because
Escúchalo en el minuto 17:03
Evolución del rol del CMO: de freno de marca a acelerador de volumen
Estrategia y decisiones de negocioEl rol tradicional del director de marketing enfocado en actuar como 'el freno' (bloqueando publicaciones para salvaguardar estrictas pautas de marca) es contraproducente en el entorno actual; los líderes de marketing deben convertirse en 'el acelerador' que impulsa la experimentación y el flujo continuo de piezas al mercado.
the people in those roles the skill set that you came to the job with the education that you came to the job diametrically opposed to what you need now because of this new environment because the CMO used to be the champion of the brand guideline right like the CMO used to be the one that said hey we have to maintain continuity messaging is the most important we need to make sure that like they were the breaks they were the breaks and now they need to be the gas you have to pump this content out there with the understanding that if it's not good nobody will see it and if it's great somebody…
Escúchalo en el minuto 12:42
Ley de volumen y probabilidad en el alcance orgánico
Estrategia de contenidosEl rendimiento individual del contenido orgánico es impredecible; por tanto, maximizar el volumen de publicaciones aumenta la probabilidad estadística de lograr piezas virales o de alto impacto, aceptando los contenidos de bajo rendimiento como el costo operativo necesario.
um is that he says there is a absolute connection with volume of content and how how profitable and how wide reaching his socials are the more he pumps into like there are videos that have in our Tick Tock there's hundreds of thousands of views in some videos and some videos of like seven views it's like that's I put whenever I put something out that I'm like I know this is gonna hit I'm always wrong and then the video that takes off I'm just like really like that the draw but what I do know is that the more times you get up to bat the more you know potential hits you're gonna get strikeouts…
Escúchalo en el minuto 15:32
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