Using Data and Insights to Make Your Content Thrive - iCrossing
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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 ...

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

  • #cmi Today’s Webinar: Publish or Perish: Using Data and Insights to Make Your Content Thrive#CMI @juntajoe @drKPtexas
  • #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
  • #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 MEDIA CONSULTING CCO Magazine#CMI @juntajoe @drKPtexas
  • #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
  • #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
  • #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… • 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
  • 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
  • Why Data?
  • 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
  • In a content-crowded world Customers will gravitate to content that is: Visible Useful Usable Desirable EngagedCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12
  • A little clarity on the term “data”Data Information Knowledge WisdomCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13
  • 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
  • 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
  • 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
  • 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 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
  • 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
  • Where is a brand’s content landscape Directly Related Indirectly Related Product Product Information Application Association GoodwillCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
  • 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
  • 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
  • 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 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Wrap Up
  • 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
  • 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
  • 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
  • #cmi Questions & Answers Keep your questions coming. Type into the “ask a question” text area and click submit.#CMI @juntajoe @drKPtexas
  • #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