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#cmi              Today’s Webinar:   Publish or Perish: Using Data and Insights to Make Your Content Thrive#CMI   @juntajo...
#cmiBefore We Get Started• Interact with the presenters anytime – ask questions!• Type into the “ask a question” text area...
#cmi  Hi I’m Joe Pulizzi  (@juntajoe)#CMI   @juntajoe   @drKPtexas
#cmiCMI teaches marketers how to effectively own their media channels to attract and retain customers.        EVENTS      ...
#cmi        November 7-8, 2012          Cleveland, OH         November 15, 2012                                  New York,...
#cmiToday’s Agenda:• The five components of good content• How to use data and customer insights to  create more relevant a...
#cmiToday’s Presenter:  Karen Pate  iCrossing  @drKPtexas #CMI   @juntajoe   @drKPtexas
An interesting story about the struggle with data… To use data…                                        Or not to use data…...
The truth is… the use of data should be balanced           User-                                        User-       User-S...
Why Data?
What data can do for you            • Set the direction of your content marketing plan            • Offer a view or lens t...
In a content-crowded world                           Customers will gravitate to content that is:          Visible        ...
A little clarity on the term “data”Data                                Information      Knowledge   WisdomCOPYRIGHT ICROSS...
A little more clarity to focus this discussion            Different types of data:            • Customer                  ...
What we get from customer data   Demographic                 Customer attributes:                 • Identify who your cust...
A sample set of customer/content data     Customer     • Linguistic profile                            • Conversation anal...
So how is data good for    content marketing?
What data can do for you            • Set the direction of your content marketing plan            • Offer a view or lens t...
Data leads to the where, what and how of your universe of content            Where is a brand’s content landscape?        ...
Where is a brand’s content landscape   Directly Related                    Indirectly Related      Product   Product Infor...
Where is a brand’s content landscape                                                         Example                      ...
Where is a brand’s content landscape                                                                                    Ex...
How will the content be distributedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   23
What data can do for you            • Set the direction of your content marketing plan            • Offer a view or lens t...
Example: Financial/Banking      Products                    Checking                           CDs                    • Ho...
What data can do for you            • Set the direction of your content marketing plan            • Offer a view or lens t...
Example: Financial/Banking Using a customer decision journey to find the “swirls”, pain-points, etc. allows you to identif...
What data can do for you            • Set the direction of your content marketing plan            • Offer a view or lens t...
Example: Life Insurance Using a customer decision journey, linguistic profile and conversation analysis to identify where ...
Wrap Up
Achieving balance  If you are a…  • Data Junkie – don’t just pile on the data; learn how to    extract meaning and give yo...
Data can get your content marketing plan on track            • Set the direction of your content marketing plan           ...
Thank you                                Karen Pate, Ph.D.                              VP, Content Strategy              ...
#cmi           Questions & Answers       Keep your questions coming. Type into the       “ask a question” text area and cl...
#cmi       Thank you for attending          today’s webinar!A link to the archive will be sent to you in a day or two     ...
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Using Data and Insights to Make Your Content Thrive - iCrossing

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It doesn't matter whether you are publishing blogs or how-to videos: your content marketing is only as good as your understanding of your audience. On Tuesday, October 30, 2012, iCrossing and the Content Marketing Institute held a webinar on how you can use data and customer insight to become a smarter content marketing publisher.

During this session, Karen Pate, vice president of Content Strategy at iCrossing, walked attendees through a data-driven approach to content planning and publishing that will help you identify the right content strategy and roadmap for your business, including how to make your content more visible, useful, usable, desirable and engaging. She was joined by Joe Pulizzi, the renowned founder of the Content Marketing Institute, and a popular blogger and speaker on content marketing.

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Transcript of "Using Data and Insights to Make Your Content Thrive - iCrossing"

  1. 1. #cmi Today’s Webinar: Publish or Perish: Using Data and Insights to Make Your Content Thrive#CMI @juntajoe @drKPtexas
  2. 2. #cmiBefore We Get Started• Interact with the presenters anytime – ask questions!• Type into the “ask a question” text area – click submit.• The slides will advance automatically throughout the event.• Having trouble? Click “Help” link below the media player.#CMI @juntajoe @drKPtexas
  3. 3. #cmi Hi I’m Joe Pulizzi (@juntajoe)#CMI @juntajoe @drKPtexas
  4. 4. #cmiCMI teaches marketers how to effectively own their media channels to attract and retain customers. EVENTS MEDIA CONSULTING CCO Magazine#CMI @juntajoe @drKPtexas
  5. 5. #cmi November 7-8, 2012 Cleveland, OH November 15, 2012 New York, NY 4-5-6 March, 2013 Sydney, Australia Sept. 9-12, 2013 CLEVELAND, OH#CMI @juntajoe @drKPtexas
  6. 6. #cmiToday’s Agenda:• The five components of good content• How to use data and customer insights to create more relevant and engaging content• Common publishing mistakes that businesses make• How to get started with a real-time content marketing strategy #CMI @juntajoe @drKPtexas
  7. 7. #cmiToday’s Presenter: Karen Pate iCrossing @drKPtexas #CMI @juntajoe @drKPtexas
  8. 8. An interesting story about the struggle with data… To use data… Or not to use data… • If we don’t use data, • Data can be too we are making it up prescriptive stifling • Publishing without data creativity is publishing on a whim • Data is too formulaic • How else would we • Data is about looking know we are right back, we should be looking forwardCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
  9. 9. The truth is… the use of data should be balanced User- User- User-Surprised Guessed Informed & Delighted Not looking at all Looking back Looking forwardCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
  10. 10. Why Data?
  11. 11. What data can do for you • Set the direction of your content marketing plan • Offer a view or lens to your content • Validate a content “hunch” or idea • Lead to a “golden nugget” of content • Prevent you from falling into a content publishing black holeCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
  12. 12. In a content-crowded world Customers will gravitate to content that is: Visible Useful Usable Desirable EngagedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12
  13. 13. A little clarity on the term “data”Data Information Knowledge WisdomCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13
  14. 14. A little more clarity to focus this discussion Different types of data: • Customer – Demographic – Behavioral (observed and inferred) – Emotional – Preferential There’s also: • Competitive • Industry/Business dataCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14
  15. 15. What we get from customer data Demographic Customer attributes: • Identify who your customers are • Determine what they are doing and how they are doing it Behavioral • Listen to what they are sayingEmotional &Preferential • Learn what they are thinking The data starts to get a little “squishy” but there are still • Sense what they are feeling some good insights. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15
  16. 16. A sample set of customer/content data Customer • Linguistic profile • Conversation analysis • Keyword analysis • Site traffic analysis • Paid search keyword • Customer decision journey assessment Content • Content gap analysis (including brand-owned social spaces) • Content audits (including competitive)COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
  17. 17. So how is data good for content marketing?
  18. 18. What data can do for you • Set the direction of your content marketing plan • Offer a view or lens to your content • Validate a content “hunch” or idea • Lead to a “golden nugget” of content • Prevent you from falling into a content publishing black holeCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
  19. 19. Data leads to the where, what and how of your universe of content Where is a brand’s content landscape? • Content areas directly related to a brand’s products and services • Opportunities in themes and topics indirectly related What content is a brand providing, what should be provided? • Using current assets • Repurposing assets to increase effectiveness • Identifying content a brand needs How will the content be distributed? • proper channels to reach users • relationships between channels and objects within the channelsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
  20. 20. Where is a brand’s content landscape Directly Related Indirectly Related Product Product Information Application Association GoodwillCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
  21. 21. Where is a brand’s content landscape Example Business: Retail store A few related characteristics about moms Product: External hard drives Target audience: Moms • Take a lot of pictures • Important to preserve their pictures • Share and seek information from other moms Linguistic profile and Conversation analysis tells us: • There are a lot of questions about managing and keeping their photos Content gap analysis tells us: • How visible topics related to photos and photo storage areCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21
  22. 22. Where is a brand’s content landscape Example Business: Retail store Product: External hard drives Directly Related Indirectly Related Target audience: Moms Product Product Information Application Association Goodwill • How to compare Photo storage: Photo taking: Community: hard drives • Just how easy • Creating • Digital • How to choose is it to store compelling scrapbooking the right hard your pictures on composition taught at local drive for you an external • How to stores hard drive introduce • How to get your photography pictures from to kids your phone to your hard driveCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22
  23. 23. How will the content be distributedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23
  24. 24. What data can do for you • Set the direction of your content marketing plan • Offer a view or lens to your content • Validate a content “hunch” or idea • Lead to a “golden nugget” of content • Prevent you from falling into a content publishing black holeCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
  25. 25. Example: Financial/Banking Products Checking CDs • How to avoid checking account • Understanding CDs fees • How to find a good CD rate • Setting up a checking account View/Lens Life Stage Life Events/Occurrences • Tips for saving for retirement • How to get out of debt • How to pay for a wedding • Can you afford to buy a house Security Teens Ideas • Do your part for secure online • Should my teenager have a banking debit card? • What is online phishing • Teaching your 16-year old about financeCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25
  26. 26. What data can do for you • Set the direction of your content marketing plan • Offer a view or lens to your content • Validate a content “hunch” or idea • Lead to a “golden nugget” of content • Prevent you from falling into a content publishing black holeCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 26
  27. 27. Example: Financial/Banking Using a customer decision journey to find the “swirls”, pain-points, etc. allows you to identify specific content remedies Selecting a Applying for a Managing a credit card credit card credit card Common Drivers Typical Emotions Shopping Actions Applying Actions Actions • Establish credit • First-time to apply • Compare • Complete form • Paying on time • Use practically • Acceptance fears • Shopping criteria • Understanding interest & doubts • Perks • Improving your credit • Consolidate debt • Consolidate debt • Rates • Fees • Debt consolidation • Easy • Pre-approvedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 27
  28. 28. What data can do for you • Set the direction of your content marketing plan • Offer a view or lens to your content • Validate a content “hunch” or idea • Lead to a “golden nugget” of content • Prevent you from falling into a content publishing black holeCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 28
  29. 29. Example: Life Insurance Using a customer decision journey, linguistic profile and conversation analysis to identify where activities are done on and offline (helps you allocate your publishing dollars appropriately) Identify Compare Narrow Decide BuyCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 29
  30. 30. Wrap Up
  31. 31. Achieving balance If you are a… • Data Junkie – don’t just pile on the data; learn how to extract meaning and give your findings application – the legs to take your content somewhere. • Publishing Free Spirit – don’t bolt on data after the fact – giving it lip service; learn how data can lead to content and idea discovery.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 31
  32. 32. Data can get your content marketing plan on track • Set the direction of your content marketing plan • Offer a view or lens to your content • Validate a content “hunch” or idea • Lead to a “golden nugget” of content • Prevent you from falling into a content publishing black hole Visible Useful Usable Desirable EngagedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 32
  33. 33. Thank you Karen Pate, Ph.D. VP, Content Strategy iCrossing Karen.Pate@icrossing.com Stay Connected Find out more at www.icrossing.com Call us toll-free at 866.620.3780Follow us on twitter @icrossing and @thecontentlab Become a fan at facebook.com/icrossing
  34. 34. #cmi Questions & Answers Keep your questions coming. Type into the “ask a question” text area and click submit.#CMI @juntajoe @drKPtexas
  35. 35. #cmi Thank you for attending today’s webinar!A link to the archive will be sent to you in a day or two after the event. For more on the Content Marketing Institute visit: http://ContentMarketingInstitute.com#CMI @juntajoe @drKPtexas
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