Downloaded 115 times
Uploaded byKane Jamison
Data Makes Your Content Harder, Better, Faster, and Stronger
Presented at DistilledLive Seattle on March 5, 2012. With the continued adoption of content marketing as a strategy, many companies will soon find themselves in the middle of a content arms race. Kane discusses how to use both internal and external data to differentiate and rise above everyday content, and move beyond the usual data-based tactics like infographics.
Data Makes Your Content Harder, Better, Faster, and Stronger
- 1. Data makes yourcontent Harder TO REPLICATE Better THAN THE COMPETITION’S Faster TO CREATE Stronger THAN YOUR OPINION @KaneJamison kane@contentharmony.com
- 2. Better Content MarketingLinks: Click here to get the Slides, Blog Post, and Links at www.ContentHarmony.com: Data Makes Your Content Harder Better Faster Stronger @KaneJamison
- 3. Twitter @AdriaSaracino Slides: Making Cool Slides Shit Isn’t Content Marketing Article SEOMoz: How to Get Your Boss to Care About Content Marketing Distilled.net: Kill It In Content Article Creation By Knowing Your Customer Conversion Funnel @KaneJamison
- 4. Why are wetalking about producing better content in the first place? @KaneJamison
- 5. Either you’re in the middle of a content arms race... @KaneJamison
- 6. …or your industry is still getting by on junk. @KaneJamison
- 7. I’m not theonly one thinking about this… @KaneJamison
- 8. How do wemake better content that sticks out? @KaneJamison
- 9. Data makes yourcontent: Harder TO REPLICATE Better THAN THE COMPETITION’S Faster TO CREATE Stronger THAN YOUR OPINION @KaneJamison
- 10.
- 11. Define Data-based content… Infographics http://www.alternateenergyhawaii.com/tax-credits-incentives @KaneJamison
- 12. Define Data-based content… Data-heavy blogposts and graphics http://blog.uber.com/2012/01/09/uberdata-san-franciscomics/ @KaneJamison
- 13. Define Data-based content… Interactive andParallax Scrolling visualizations http://www.truckerclassifieds.com/truckpocalypse/ @KaneJamison
- 14. Define Data-based content… Quarterly whitepapers andindustry benchmarks and reports http://www.rimmkaufman.com/ @KaneJamison
- 15. Define Data-based content… Datasnippets and charts integrated with sales copy and other persuasive content http://www.charitywater.org/whywater/ @KaneJamison
- 16. Define Data-based content… Fore- commerce, visu al and data- based product comparisons. Amazon Kindle Fire HD Product Page @KaneJamison
- 17. Define Data-based content… APIs @KaneJamison
- 18. Define Data-based content… Tools http://www.contentharmony.com/tools/sharemetric/ @KaneJamison
- 19. Data makes yourcontent: Harder TO REPLICATE Better THAN THE COMPETITION’S Faster TO CREATE Stronger THAN YOUR OPINION @KaneJamison
- 20. Harder Better data makes your content Faster Stronger Harder to replicate @KaneJamison
- 21. Data takes work,at first. @KaneJamison
- 22. You’ve got internaldata they can’t replicate. Customer Data Operational Data Website Data Customer service logs Fleet GPS data Product reviews Customer demographics Time spent per task Conversion rates Customer orders Cost per task Analytics data @KaneJamison
- 23. Harder Better data makes your content Faster Stronger Better than the competition’s @KaneJamison
- 24. "I was lookingfor something like baseball, where there's a lot of data and the competition was pretty low. That's when I discovered politics." – Nate Silver @KaneJamison
- 25. 212,000 social shareson subdomain homepage. 2.4 million for www.nytimes.com/. @KaneJamison
- 26. Harder Better data makes your content Faster Stronger Faster to create @KaneJamison
- 27. Data-based content iseasy to replicate across many pieces of content. Initial Whitepaper Presentation or Webinar Blog Posts With & Statistics On Findings + Slidedeck Granular Focus Interactive Tool or API Visualization Access to Data @KaneJamison
- 28. Data-based content iseasy to replicate across many pieces of content. Mozcast.com: 421 LRDs ~3K Social Shares Presentation + Microsite/Tool + Blog Posts + Widgetbait @KaneJamison
- 29. Data-based content makeseasy recurring content. Industry Annual Survey Benchmarks Voting & Industry Awards Trend Analysis @KaneJamison
- 30. Data-based content makeseasy recurring content. MailChimp Industry Email Marketing Benchmarks: 220 LRDs ~2K Social Shares http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/ @KaneJamison
- 31. Data-based content makeseasy recurring content. “Remember that thing we did last year that you linked to? We did it again. Links please!” @KaneJamison
- 32. Harder Better data makes your content Faster Stronger Stronger than your opinion @KaneJamison
- 33. “If we havedata, let’s look at data. If all we have are opinions, let’s go with mine.” –Jim Barksdale former Netscape CEO @KaneJamison
- 34.
- 35. Let’s make thisactionable: Pick an industry controversy. Any one will do. @KaneJamison
- 36. Let’s make thisactionable: Construct a way to test it. Execute. Publish. Outreach. @KaneJamison
- 37. Resources to Getthe data Work the data Visualize the data @KaneJamison
- 38. Three resources to Get the data 1) Scrape the web 2) Save it to a database 3) Export database via SQL, CSV, JSON API 4) Recurring scraping Free & Paid Scraping options @KaneJamison
- 39. Three resources to Get the data Learn how to pull from APIs Mashape.com + ProgrammableWeb.com Then find the one you want. APIs @KaneJamison
- 40. Three resources to Get the data Take other people’s data-heavy content that’s already seen success, visualize it, and re-release. http://www.slideshare.net/RossHudgens/link -building-by-imitation @KaneJamison
- 41. Two resources to Work the data Convert CSV Mr. Data to Convertor HTML - MySQL JSON - XML PHP - Python - Ruby http://shancarter.com/data_converter/ @KaneJamison
- 42. Two resources to Work the data http://vis.stanford.edu/wrangler/ @KaneJamison
- 43. Four resources to Visualize the data http://timeline.verite.co @KaneJamison
- 44. Four resources to Visualize the data DashingD3.js Tutorials Tutorials http://support.google.co DashingD3js.com m/fusiontables/answer/1 84641?hl=en @KaneJamison
- 45. Four resources to Visualize the data http://www.datavisualization.ch @KaneJamison
- 46. What did Imiss?
- 47. Thank you. @KaneJamison kane@contentharmony.com
Editor's Notes
- #22 Finding data can be hard. Visualizing the structure of the data that needs to go into a visualization is hard. Merging separate data sources can be mind numbing. That’s enough to weed out the lazy competition
- #23 Startups and other web or app based companies have no excuse to not be producing this sort of content. Local and offline businesses may have less structured data to work with, but it can be pulled in from offline sources