Data driven content marketing
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A presentation I gave at the recent joint iAcquire/Distilled meetup in NYC.
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Data driven content marketing
- 1. Data Driven Content Marketing JOHN DOHERTY – DISTILLED NYC
- 2. JOHN DOHERTY Director/Senior Consultant, Distilled John.doherty@distilled.net @dohertyjf
- 3. I’M TALKING ABOUT CONTENT MARKETING
- 4. CONTENT MARKETING != CONTENT STRATEGY
- 5. CONTENT MARKETING = WHAT CONTENT STRATEGY = WHY/HOW
- 6. CONTENT MARKETING SHOULD BE DRIVEN BY DATA (strategy involves people)
- 7. TO PUT TOGETHER A STRATEGY, YOU NEED LOTS OF DATA
- 8. LET’S GET THAT DATA AND MAKE IT ACTIONABLE
- 9. First, what’s the goal? John Doherty @dohertyjf
- 10. To avoid doing extra work, decide it before you start pulling data. Leads Links Traffic ???? John Doherty Get Exec Buy-in: http://dis.tl/XLSKnU
- 11. WHAT KIND OF DATA SHOULD I THINK ABOUT USING?
- 12. Leverage RSS/Content Feeds John Doherty | Distilled NYC http://www.rypmarketing.com/tools/rss- social-analyzer.php
- 13. Leverage RSS/Content Feeds This only pulls the 10 most recent posts John Doherty | Distilled NYC http://www.rypmarketing.com/tools/rss- social-analyzer.php
- 14. Let’s scrape some data then. Use LinkClump in Chrome or MultiLinks in Firefox
- 15. Or, if you’re feeling particularly scrappy, use ImportXML (you can cheat with Scrape Similar in Chrome)
- 16. If you have the URLs, use SharedCount to get social stats John Doherty | Distilled http://sharedcount.com/dashboard.php
- 17. Get the category (if auditing blog posts) or content type John Doherty | Distilled You can usually scrape this if a blog post..
- 18. Dump it into Excel URL Category Links data Social Data Site Moz Metrics Word Count (DA/PA) ???? John Doherty @dohertyjf
- 19. Graph it out, looks for patterns John Doherty @dohertyjf
- 20. I created a spreadsheet that you can start with. Johnfdoherty.com/data-driven- content-marketing
- 21. Case Studies
- 22. Client didn’t have content. Competitors did. John Doherty @dohertyjf
- 23. Client launched real-time content because it was an opportunity. We launched content as search volume spiked. This made them change their whole company strategy. We hit it here. John Doherty @dohertyjf
- 24. Client launched real-time content because it was an opportunity. We launched content as search volume spiked. This made them change their whole company strategy. John Doherty @dohertyjf
- 25. Don’t be afraid to try new content.
- 26. 70% is your bread and butter 20% is risky 10% is insane but could change your life.
- 27. Thanks. Any questions? JOHN DOHERTY John.doherty@distilled.net @dohertyjf