Relevant Content is King - How to Improve Your Content's Relevance, and In-Turn, Your Marketing Results, Through Search and Social Data Mining
Delivered at the Online Marketing Summit in Phoenix, May 2010, and Minneapolis, June 2010
By mining search and social data to understand content demand, content strategists, digital strategists, and brand strategists, as well as UX and PR professionals, can use these findings to improve the relevance of their communications, and there, measurably improve the results of their efforts. See how this collected "customer intelligence" dramatically effects organization's communications.
International Business Environments and Operations 16th Global Edition test b...
Improve Content Relevance Through Search and Social Data Mining
1. Online Marketing Summit Minneapolis, MN (#OMSMIN) | June 25, 2010 Relevant Content is King: How to Improve Your Content's Relevance, and In-Turn, Your Marketing Results, Through Search and Social Data Mining Mike CorakVice President of StrategyTallwave 1
43. So, what can one content producer do to compete against the content factories? 6/25/10 28
44. Give ‘em something to chew on! 6/25/10 29 Quality v. Quantity Enough Already!!!
45. CONTENT STRATEGY for the Web - Learning How to Listen “No one knows better what your customer needs than your customer.” 6/25/10 30 Understand Your Audiences Kristina Halvorson Brain Traffic @halvorson Author – CONTENT STRATEGY
70. Little did I know… 6/25/10 45 “TV” or “Television?” Bill Hunt Back Azimuth Consulting @billhunt “Voice of the Customer” Search Engine Marketing, Inc. Co-Author “TV” monthly search volume of 277M “Television” monthly search volume 13M
85. Case Study: Content Prioritization 6/25/10 59 Leslie’s Swimming Pool Supplies Informed Marketers Old New
86. What could be next? 6/25/10 60 Don’t forget banners, emails, press releases, television and radio ads
87. Case Study: Arizona Office of Tourism 6/25/10 61 Social Banners Search and Social Interest Locations – GC, Sedona, cities Activities – outdoor Images Website
88. PRIORITIZE CONTENT ACCORDING TO DEMAND AUDIT YOUR CONTENT AGAINST DEMAND NOTE THE DELTA AND GET TO WORK 6/25/10 62 KEY TAKEAWAYS #3
127. 76 Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit
Notas del editor
I’m going to show you how you can use data you’re already mining to improve the relevance and impact of the content you’re creatingSo let’s get goingWELCOME TO OMS PHX’S MOST VALUABLE PRESENTATION!- Is it because I’m the best speaker? Far from it- Is it because I’m so pleasing on the eyes that you’ll be hypnotized? Please I’m not sure if this will be today’s best session, but I think it’ll be worth your time because I’m going to arm you with some things about to help you make the content your producing as valuable to your audiences as possible using common tools you probably already are using. So let’s get going – AND BEGIN:
What’s with all the noise?
- My good buddy Jay Baer (Mighty Interactive, Convince & Convert) has a portion of his presentation where he talks about content producing and I’m borrowing this piece. RAISE YOUR HAND IF YOU’RE A CONTENT PRODUCER?- Keep your hands up as I run through some questions…Who in the room has created website content?Who has posted a blog?Who has commented on a blog?Who has created a video and posted it on the web?Who has tweeted?Who has posted a comment on Facebook?Who has created a LinkedIn profile?Ever reviewed a restaurant?Ever rated a product-Well guess what, it’s time to update your resume because – YOU’VE PRODUCED CONTENT!
That’s a lot of content!!!!TONS OF CONTENT BEING PRODUCED EVERYDAYTruth is, the barrier to entry for creating content is low and getting lowerWeb 2.0 has been here for some time, and it’s all about user generated contentAnyone can setup a Posterous blog and be contributing in minutesAsk any journalist (Huffington Post)While wonderful (show all the useful sites), there are some drawbacks
For marketersProsCost efficient productionEasy to distributeConsLots of noise!!!Lots of noise!! DRAWBACK – LOTS OF CONTENT BEING CREATED EVERYDAY!With the amount of content being created, there’s a lot of noise and information to sift throughMost of this content will never be found, much less consumedWhat’s the point of that?
CONTENT PRODUCTION IS BIG BIZ – AND THERE’S MORE COMING!!!
More content than ever before – more content coming
AT THE SAME TIME, PEOPLE ARE LOOKING FOR CONTENT AT EVER INCREASING RATESWhile all this content creation is going on, there’s also people looking for content at an ever-growing rate!Searches – need a statSocial media members and usageMotivation is to find out What do they have in common?Whether through the lens of the open web or closed networks and friends, they are all people looking for content. They are all looking for answers to a question they have!
Content being produced doesn’t align with the content that’s in demandProve it (need something)Why?
SO, WHAT REALLY MAKES CONTENT VALUABLE?Search people - Content that is found, and that those will link to (visible and noteworthy)UX - Content that those will induce the desired action (Actionable)Content Strategists – content is useful and usable (Quality) All are important. But when it comes down to it, relevant content, or content that best meets demand connecting the publice’s interest with the answers to the questions they have, will rise to the top and be visible, by being noteworthy, and usable by meeting demand, all by nature, and will therefore have the best chance to produce the desired result (actionable).Content is King – But Relevant Content Rules
Creating content for People to consume first Not resultsReal people not statisticsThey have real questions and inquiries – not just REAL people not statisticsREAL questions they’d like answeredLooking for contentStating their demand
What does this user expect when they search for a social media conference in Phoenix? A conference in seattle? Or maybe, a conference in Phoenix?
Real people not statisticsThey have real questions and inquiries – not just REAL people not statisticsREAL questions they’d like answeredLooking for contentStating their demand
What’s with all the noise?
Stop pumping out hot dogs, give ‘em something to chew on!Today’s game, coverage - tomorrow’s game, quality
- My good buddy Jay Baer (Mighty Interactive, Convince & Convert) has a portion of his presentation where he talks about content producing and I’m borrowing this piece. RAISE YOUR HAND IF YOU’RE A CONTENT PRODUCER?- Keep your hands up as I run through some questions…Who in the room has created website content?Who has posted a blog?Who has commented on a blog?Who has created a video and posted it on the web?Who has tweeted?Who has posted a comment on Facebook?Who has created a LinkedIn profile?Ever reviewed a restaurant?Ever rated a product-Well guess what, it’s time to update your resume because – YOU’VE PRODUCED CONTENT!
Improved results – content impacts the results of other things – more search traffic, increased consumption, virility, and yes, eventually conversions!!!
Identifies demand
Show samples of this!!!!
My first exposure Even after spending all this $$$ to brand “oral health” it still only represents half the traffic volume
- My good buddy Jay Baer (Mighty Interactive, Convince & Convert) has a portion of his presentation where he talks about content producing and I’m borrowing this piece. RAISE YOUR HAND IF YOU’RE A CONTENT PRODUCER?- Keep your hands up as I run through some questions…Who in the room has created website content?Who has posted a blog?Who has commented on a blog?Who has created a video and posted it on the web?Who has tweeted?Who has posted a comment on Facebook?Who has created a LinkedIn profile?Ever reviewed a restaurant?Ever rated a product-Well guess what, it’s time to update your resume because – YOU’VE PRODUCED CONTENT!