Data driven content marketing

Data Driven Content Marketing JOHN DOHERTY – DISTILLED NYC

JOHN DOHERTY Director/Senior Consultant, Distilled John.doherty@distilled.net @dohertyjf

I’M TALKING ABOUTCONTENT MARKETING

CONTENT MARKETING != CONTENT STRATEGY

CONTENT MARKETING = WHATCONTENT STRATEGY = WHY/HOW

CONTENT MARKETINGSHOULD BE DRIVEN BYDATA (strategy involves people)

TO PUT TOGETHER ASTRATEGY, YOU NEED LOTS OF DATA

LET’S GET THAT DATA AND MAKE IT ACTIONABLE

First, what’s the goal?John Doherty @dohertyjf

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

WHAT KIND OF DATASHOULD I THINK ABOUT USING?

Leverage RSS/Content FeedsJohn Doherty | Distilled NYC http://www.rypmarketing.com/tools/rss- social-analyzer.php

Leverage RSS/Content Feeds This only pulls the 10 most recent postsJohn Doherty | Distilled NYC http://www.rypmarketing.com/tools/rss- social-analyzer.php

Let’s scrape some data then.Use LinkClump in Chrome or MultiLinks in Firefox

Or, if you’re feeling particularly scrappy, use ImportXML (you cancheat with Scrape Similar in Chrome)

If you have the URLs, use SharedCount to get social statsJohn Doherty | Distilled http://sharedcount.com/dashboard.php

Get the category (if auditing blog posts) or content typeJohn Doherty | Distilled You can usually scrape this if a blog post..

Dump it into Excel URL Category Links data Social Data Site Moz Metrics Word Count (DA/PA) ????John Doherty @dohertyjf

Graph it out, looks for patternsJohn Doherty @dohertyjf

I created a spreadsheet that you can start with. Johnfdoherty.com/data-driven- content-marketing

Case Studies

Client didn’t have content. Competitors did.John Doherty @dohertyjf

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

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

Don’t be afraid to try new content.

70% is your bread and butter 20% is risky10% is insane but could change your life.

Thanks.Any questions? JOHN DOHERTY John.doherty@distilled.net @dohertyjf

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Data driven content marketing

by John Doherty on Mar 21, 2013

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