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Cost Effective Data-Based Content Marketing

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Presentation from DFWSEM #StateOfSearch on November 18, 2013. …

Presentation from DFWSEM #StateOfSearch on November 18, 2013.

Presentation Description: "Data visualization makes incredible content, but by the time you add up the cost of data analysis, graphic design, programmers, and all of the other skills needed to put together big content projects, clients and stakeholders see high costs and often aren't sold on the likelihood of success. Kane will show how you can produce data-based content initiatives that are both successful and cost-effective, paving the way for larger campaigns."

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  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.
  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.
  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.
  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.
  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.
  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.
  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.
  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.
  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.
  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.
  • Transcript

    • 1. Data-Based Content Marketing That Won’t Break The Bank @KaneJamison DFWSEM #StateOfSearch Content Harmony
    • 2. Data-Based Content Marketing That Won’t Break The Bank http://hmny.co/databasedcm Content Harmony
    • 3. Data-Based Content ?  Data-heavy blog posts and graphics  Interactive visualizations  Quarterly/Annual whitepapers, industry benchmarks, & reports  APIs & Tools  Visualizations (yes, including infographics) @KaneJamison http://hmny.co/databasedcm #StateOfSearch
    • 4. Why Data-Based Content? slideshare.net/kanejamison/ @KaneJamison #StateOfSearch
    • 5. Data-Based Content Process: How can we cut costs on data-based content without cutting quality? @KaneJamison http://hmny.co/databasedcm #StateOfSearch
    • 6. Data-Based Content Process: 1 - Planning • Ideation • Storyline Creation • Pre-Outreach @KaneJamison 2 - Production • • • • • • Research Data Collection Data Analysis Graphic Design Programming Website Buildout 3 - Promotion • Owned Social Promotion • Outreach • Paid Amplification http://hmny.co/databasedcm #StateOfSearch
    • 7. 3 Approaches to Cutting Costs or Increasing Value 1. Automate Research 2. Build A Research Library 3. Use It Up, Wear It Out @KaneJamison #StateOfSearch
    • 8. 1 Automate the Research Phase. @KaneJamison #StateOfSearch
    • 9. Automate All The Research: Example of Queries To Find Data Sources: @KaneJamison #StateOfSearch
    • 10. Automate All The Research: 1 - Google Alerts: “keyword" "new study" OR "recent study" OR "new report" OR "recent report" OR "new research" OR "recent research" OR "new data" OR "recent data" OR "new experiment" OR "recent experiment" OR "new experiments" OR "recent experiments" OR "new survey" OR "recent survey" site:.edu OR site:.gov site:industrypublication1.org @KaneJamison #StateOfSearch
    • 11. Automate All The Research: 2 - Google Scholar Alerts: “bankruptcy“ @KaneJamison #StateOfSearch
    • 12. Automate All The Research: Dump all of these alerts directly into a Gmail label that you can check daily or weekly. @KaneJamison #StateOfSearch
    • 13. Automate All The Research: 3 - Automated Tracking With Buzzstream: @KaneJamison #StateOfSearch
    • 14. Automate All The Research: Rather not get them via emails? Two Options: 1. IFTTT > Google Doc 2. Zapier > RSS Feed @KaneJamison #StateOfSearch
    • 15. Automate All The Research: 4 - Harvest Tweets Matching Keywords: I want all the tweets matching this: “solar" "new study" OR "recent study" OR "new report" OR "recent report" OR "new research" OR "recent research" OR "new data" OR "recent data" OR "new experiment" OR "recent experiment" OR "new experiments" OR "recent experiments" OR "new survey" OR "recent survey” @KaneJamison #StateOfSearch
    • 16. Automate All The Research: 4 - Harvest Tweets Matching Keywords: Click here to see the full search results for this example. @KaneJamison #StateOfSearch
    • 17. Automate All The Research: Twitter Search > RSS? It’s kind of complicated… 2 Decent Options: Zapier or Twools @KaneJamison #StateOfSearch
    • 18. Automate All The Research: Twitter Search > RSS? It’s kind of complicated… 2 Decent Options: Zapier or Twools http://iag.me/twools/ @KaneJamison #StateOfSearch
    • 19. 2 Build A Research Library. @KaneJamison #StateOfSearch
    • 20. Build A Library: MarketingCharts.com: @KaneJamison #StateOfSearch
    • 21. Build A Library: Project: Build 20 individual data-graphics. 20 Hour Concept Project:  2 Hrs Gathering Data  10 Hrs Excel or Infogram Visualization  8 Hrs Website Buildout @KaneJamison #StateOfSearch
    • 22. Build A Library:  Create a /research/ or /data/ section of the website  Give each graphic a dedicated page with a image, 1-2 paragraph description, and embed code. @KaneJamison #StateOfSearch
    • 23. Build A Library:  Outreach to the data creators  Outreach to anyone that has cited the data  Tell them about your new “Solar Research Database” or “Security Industry Data Library”. @KaneJamison #StateOfSearch
    • 24. Build A Library:  Add XX new graphics per month.  Continue outreach. @KaneJamison #StateOfSearch
    • 25. Build A Library: Let’s Recap:  The ideas research themselves. @KaneJamison #StateOfSearch
    • 26. Build A Library: Let’s Recap:  Small initial project scope. @KaneJamison #StateOfSearch
    • 27. Build A Library: Let’s Recap:  Scales out easily over time. @KaneJamison #StateOfSearch
    • 28. Build A Library: Let’s Recap:  No designer needed. @KaneJamison #StateOfSearch
    • 29. Build A Library: Let’s Recap:  Ongoing outreach and passive links. @KaneJamison #StateOfSearch
    • 30. 3 Use it up, Wear it out. @KaneJamison #StateOfSearch
    • 31. Use It Up, Wear It Out: A good data-based content project should last you a year or years, not a month. @KaneJamison #StateOfSearch
    • 32. Use It Up, Wear It Out: Whitepaper Webinar Slidedeck -> Video Smaller Data Graphic Printed Rack Card @KaneJamison #StateOfSearch
    • 33. Use It Up, Wear It Out: Build Complementary Assets: February: Outreach to local newspaper journalists for infographic. @KaneJamison #StateOfSearch
    • 34. Use It Up, Wear It Out: Build Complementary Assets: February: Outreach to local newspaper journalists for infographic. Result: No responses. @KaneJamison #StateOfSearch
    • 35. Use It Up, Wear It Out: Build Complementary Assets: April: Outreach for interactive timeline, and mentioned our infographic again. @KaneJamison #StateOfSearch
    • 36. Use It Up, Wear It Out: Build Complementary Assets: April: Outreach for interactive timeline, and mentioned our infographic again. Result: Dedicated newspaper links and mentions for both assets. @KaneJamison #StateOfSearch
    • 37. Use It Up, Wear It Out: Build Complementary Assets: Building complementary assets allows you to build stronger connections with the same outreach targets and improve outreach conversion. @KaneJamison #StateOfSearch
    • 38. Use It Up, Wear It Out: Rinse & Repeat: Build quarterly and annual content. @KaneJamison #StateOfSearch
    • 39. Use It Up, Wear It Out: Rinse & Repeat: Save costs on the entire process: design, storyline, promotion, and more. Just refresh the data and tell everyone it’s there. @KaneJamison #StateOfSearch
    • 40. Thank you. @KaneJamison Kane@ContentHarmony.com DFWSEM #StateOfSearch Slides & References at hmny.co/databasedcm Most photos from “The Great St. Louis Bank Robbery”, a 1959 movie starring Steve McQueen that is now in the public domain. You can watch it free on Archive.org:

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