What
We Do
STRATEGY
We want to deeply understand your mission, vision, challenges and goals. Once we really know your organization, we can intelligently craft a content marketing plan to meet your objectives, generating an ROI-positive content “buzz."
One of the first things we do in a strategy engagement is assign a highly-experienced editorial project lead with extensive experience in your subject area: a journalist who knows the type of content that does and doesn’t work in getting attention. The editorial project lead works with our digital marketing consultants in developing the content marketing plan. We’ll listen carefully to determine your business needs, often interviewing many members of your team, client base or audience. Once we understand the landscape, we’ll an create a comprehensive content marketing plan that includes a recommended approach to content, paid distribution, performance marketing, SEO, social media, optimization and scaling. Where you have existing capabilities, we’ll see if we can make them stronger. And where there are gaps, we’ll explain what they are and exactly how Buzzr can help with our services.
For most clients, we’ll create a detailed content strategy, along with an editorial map. Depending on your needs, we might offer videos, text-based feature stories, how-to articles, resource centers, thought leadership essays, a full digital magazine, social media content channels, or specialized e-commerce content templates. In some cases, where content is already humming, we’ll focus all our attention of paid and organic, distribution, performance marketing and social media, so you can successfully scale the content you’re already investing in.
Our recommendations are always tailored to your specific needs – whether it’s building an audience, e-commerce conversions , software sales, B2B lead generation, brand uplift, display or native advertising revenue, fundraising, ticket sales or something entirely novel.
We’ll work with you to define, value and measure Key Performance Indicators (KPIs) and the exact ROI they represent. You’ll not only know what you’re spending (we’ll do a budget during the engagement), but you’ll be able to track the KPIs and ROI as you decide whether to scale up content, paid promotions, SEO or social media.
Our recommendations are always tailored to your specific needs – whether it’s building an audience, e-commerce conversions , software sales, B2B lead generation, brand uplift, display or native advertising revenue, fundraising, ticket sales or something entirely novel.
We’ll work with you to define, value and measure Key Performance Indicators (KPIs) and the exact ROI they represent. You’ll not only know what you’re spending (we’ll do a budget during the engagement), but you’ll be able to track the KPIs and ROI as you decide whether to scale up content, paid promotions, SEO or social media.
TELL YOUR STORIES
We work with the some of the world’s best editors, journalists and video producers – and that means we can tell your stories with the creativity, alacrity and attention they deserve.
Talent is the key ingredient to successful content marketing. Consultants that overly focus on keyword strategy out-of-the-gate are much less likely to imagine the type of engaging content that captures the attention of users. SEO should serve the content, not vice versa. That’s especially so in the age of social media and paid distribution, where a slight headline variation can mean the difference between positive or negative ROI. Even a practical guide to a technical topic needs to be editorially compelling to attract and engage an audience – and intrigue them enough to respond to a Call to Action.
For every project we take on, we go to great lengths to match your needs with an excellent editor highly experienced in your subject matter. After decades of experience as editors at the highest levels of publishing, we work with editorial subject matter experts in just about every vertical, including technology, B2B and consumer products or services, real estate, fashion, and entertainment. The project editor, in turn, finds the best writing, video and multimedia staff from the Buzzr Contributor Network. Our contributors include leading editors, journalists, and best-selling authors including veterans of the New York Times, the Wall Street Journal, BuzzFeed, Politico, Fast Company, Inc. and Vice. The project editor is closely supervised by a managing editor on the Buzzr staff. Whether we’re creating a complete magazine website, populating a blog, or filling a YouTube channel with compelling videos, we can ensure
Our comprehensive editorial process includes:
- Writing Editorial Guidelines
- Pitching story ideas for client approval
- Research, reporting and writing
- Video production and editing
- Creating multi-media and podcasts
- Creating or selecting images or infographics
- An expert project editor reviewing and line editing all work
- A managing editor supervising the project editor
- SEO of content
- Social media posts
- A system for review and approval of all content by the client
- Working within your Content Management System (or installing a new one) to publish the work
- Working with the Buzzr.com or your own paid distribution and social media teams to optimize content to scale meet KPI goals
We also work with designers, user experience experts and coders to create or alter content templates and Content Management System features to maximize your chance of meeting KPI goals. Our experts can help with anything from the right placement of a Call to Action button, to the size of a headline, to the choice between infinite scroll or Recommended Content at the bottom of the article. And, of course, we’ll set up or work with your existing A/B testing software to be sure everything is optimized. Where you already have trusted personnel in place, we’ll offer our services as advisors to bring them new ideas and techniques.
FIND YOUR AUDIENCE
Great content only works with a great distribution strategy. Free social media distribution has become increasingly challenging because of changes at the social media companies, especially Facebook. Crafting posts that work well and might even go viral takes great expertise. SEO also works but always takes time to pay off. So we’ve also become highly skilled at cost-effectively using paid distribution as a complimentary strategy to meet your goals in a shorter time frame.
We work with a wide variety of free and paid distribution platforms to get your content in front of the ideal audience. Our consultants include social media experts who are highly skilled at crafting effective strategies, coordinating closely with the content creators. For SEO, tactics range from choosing high-performing keywords, to competitor keyword analysis, to internal text linking. This work, aided greatly by software, can pay off tremendously over time. But since SEO is a long-term strategy and getting social media attention can be very difficult, for some clients we aggressively use paid channels, too. This might include micro-targeting of paid posts on Facebook, Instagram, Twitter or LinkedIn, or campaigns across the paid networks of thousands of publishers. Most digital publisher accepts paid promotional units for external content these days, from the prestige titles of Conde Nast, to the vast array of Meredith publications, to the native web publications like BusinessInsider.com and Vox.com. Using paid campaigns, we can access the many hundreds of millions of web users on publisher networks. For scale, though, and deep targeting, nothing yet matches Facebook and its billions of users.
OPTIMIZATION
We continually optimize content distribution campaigns to get the best possible price to meet your Key Performance Indicator (KPI) and ROI goals. Optimization while scaling is a technical and fast-moving process that requires real skill and experience to do well.
In even a small campaign, we’ll test hundreds of headlines, images, captions and social media post language to identify the best performers. The ROI difference between content promotional variations (of the same content!) can be enormous. Daily tracking show the precise cost/benefit breakdown based on custom KPIs developed in consultation with you, such as sales conversions, new leads or growing an audience. As we learn what works for your content, the content product becomes even more focused to meet your goals.
Third-party artificial intelligence software plays a major role in what we do. Our experience with A.I. software has taught us the tremendous value of continuous testing, along with trying many different publishers and audiences. For mid-sized to large Facebook campaigns, A.I. software can vastly improve Facebook Ad performance. Thanks to A.I., it becomes unnecessary to choose the usual Facebook Ads specification of interests, age, gender, and look-a-like audiences. Instead the A.I. does micro-campaigns to test a huge array of different audiences based on its contextual reading of the content and the content interests of Facebook users. The A.I. automatically optimizes toward the best performing campaigns and cuts off campaigns if they fail to reach a KPI goal within a set period.
In the case of the massive publisher networks, there is less sophisticated A.I. available. That means we need to make more manual adjustments as results come in. CPC bids must be adjusted per content variation; individual publisher performance within the network must be analyzed and adjusted manually every day. Adjusting the spend to favor the best performing campaigns is also a manual task. Nonetheless, since the publisher networks can be much more affordable than Facebook, the ROI is sometimes better even factoring in the cost of the extra work.