Online Marketing Summit Phoenix - Improving content relevance through social and search data mining - content strategy - mike corak - ethology

Online Marketing Summit
Minneapolis, MN (#OMSMIN) | June 25, 2010
Relevant Content is King:
How to Improve Your Content's Relevance, and In-Turn, Your Marketing Results, Through Search and Social Data Mining
Mike CorakVice President of StrategyTallwave
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WELCOME TO ONE OF #OMSMIN’S MOST VALUABLE SESSIONS!
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MOST TALENTED SPEAKER?
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Unlikely
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I’M SO EASY ON THE EYES THAT NO MATTER WHAT COMES OUT OF MY MOUTH, YOU’RE GOING TO LOVE IT?
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definitely NOT
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(more like it)
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THEN WHY?
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CONTENT RELEVANCE

Act 1 –The Noise
Act 2 – 5 Ways to Break Through
Act 3 – Your Homework
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Who is a publisher?
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Jay Baer
Convince & Convert
@jaybaer

3 trillion web pages indexed by Google
Estimate +50 billion unique
90 trillion emails sent annually
3.5 billion conversations occurring daily
4 billion images on Flickr
2.5 billion images uploaded to Facebook each month
On and on and on and on…
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Random Content Statistics
Sources – pingdom, emarketer, Comscore, Google, Facebook

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Low barrier to entry
(cost efficient)
Speedy distribution
Mass consumption
Trackable
Lots of Noise
Quality is not a priority
Untargeted

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One man’s opinion
Cheap, mass content creation is irrelevant, but it works (today)!

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2 billion internet users world wide perform:
2 billion daily searches
3.5 billion daily conversations
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At the Same Time…Content Demand

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Content Supply and Demand

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So what’s the problem? Disconnect

Answer questions
Document experiences
Share with others
Build relationships
Expand knowledgebase
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The Public: Content Engagement Desires

Build brand and measurable sales (ROI)
Search – Noteworthy (links) and visible (indexed)
UX – Actionable (induce desired action)
Content Strategists – Organized and of Quality
WHERE’S THE AUDIENCE’S NEEDS?
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Marketers: What Makes Content Valuable

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What Marketers Forget…
Topical Inquiries
Results

What is a “search”? What is a social conversation?
A request for content
Performed by real people
Who expect relevant answers
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…People Want “Relevant” Content

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What Marketers Forget…
irrelevant
relevant

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So, what can one content producer do to compete against the content factories?
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Give ‘em something to chew on!
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Quality v. Quantity
Enough Already!!!

CONTENT STRATEGY for the Web
- Learning How to Listen
“No one knows better what your customer needs than your customer.”
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Understand Your Audiences
Kristina Halvorson
Brain Traffic
@halvorson
Author – CONTENT STRATEGY

Content Strategy Development Process
But something’s missing…

Content Strategy Development Process

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Traditional Ways to Discover Demand

No, it doesn’t require mind expansion, or a bus
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It’s time to listen, but in a new way…

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Tap In To The World’s Largest Focus Group

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Identify customer vernacular
Understand the meaning inquiries
Prioritize your content based on their demand
Package for consumption
Plan for the future
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How Search and Social Data Can Help

Survey says!
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Like A Giant Game of Family Feud

Minimum
Keyword Research - Google Adwords
Social Research – Technorati, Facebook, twitter, flickr and YouTube (and sometimes LinkedIn)
Ideally
Your keyword research tool of choice
Social listening software (like Radian6)
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The Tools You Need

CONTENT RELEVANCE TIP #1SPEAK AS YOUR CUSTOMERS DO
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Oral Health v. Dental Health
@icrossing
“connected brands”
2005: DENTAL HEALTH/CARE 5X VOLUME OF ORAL HEALTH/CARE!
2010: 2x

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What if we used search demand to inform content and brand?
Increase visibility
Improve traffic
Improve conversions
Make deeper connections
Influence conversations
All by improving relevance

Little did I know…
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“TV” or “Television?”
Bill Hunt
Back Azimuth Consulting
@billhunt
“Voice of the Customer”
Search Engine Marketing, Inc. Co-Author
“TV” monthly search volume of 277M
“Television” monthly search volume 13M

What’s New? Social
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ALIGN YOUR VERNACULAR WITH THAT OF YOUR CUSTOMERS’ ACROSS ALL FORMS OF COMMUNICATION
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Key Takeaway #1

CONTENT RELEVANCE TIP #2UNDERSTAND THE INQUIRY
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Great, but what do they want?
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“TV” or “Television?”
“TV” monthly search volume of 277M
“Television” monthly search volume 13M

They LOVE the Latest and Greatest
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Katie Van Domelen
Off Madison Ave
Social Media Manager
@ktvan
www.socialmedialand.net

What does that mean for content creation?
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Understanding inquiry context provides the data needed to inform the content’s subject matter:
Use “TV” over “Television” according to demand (traffic)
Create content around new products for relevance (conversion)
Product reviews, product sneak peaks, what’s hot, etc.

EXAMINE SOCIAL CONVERSATIONS AND CONTENT TO DEFINE CONTEXT
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KEY TAKEAWAY #2

CONTENT RELEVANCE TIP #3CATEGORIZE AND PRIORITIZE THE INTEREST
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WAKE UP!!!
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If there’s one takeaway…

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Interest Categorization and Comparison
Serah Ye
www.tallwave.com

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Prioritizing for Content Demand

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Best Buy – in the Ballpark

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Also Examine User Intent

Case Study: Content Prioritization
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Leslie’s Swimming Pool Supplies
Informed Marketers
Old
New

What could be next?
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Don’t forget banners, emails, press releases, television and radio ads

Case Study: Arizona Office of Tourism
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Social
Banners
Search and Social Interest
Locations – GC, Sedona, cities
Activities – outdoor
Images
Website

PRIORITIZE CONTENT ACCORDING TO DEMAND
AUDIT YOUR CONTENT AGAINST DEMAND
NOTE THE DELTA AND GET TO WORK
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KEY TAKEAWAYS #3

CONTENT RELEVANCE TIP #4PACKAGE FOR CONSUMPTION
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What Kind of Content Do We Need?
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Locations (Media Types)
Influencers

Blogs – a page or so – copy and images - tell a story
MicroMedia – twitter – 140 characters, links to other content, networking
Facebook – comments, conversation starters, opportunities for engagement
Comments/Forums – conversation participation – short and sweet
Video/Images
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Planning Your Content

EXAMINE CONVERSATION LOCATION AND MEDIA TYPE TO DETERMINE WHAT KIND OF CONTENT TO CREATE
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KEY TAKEAWAY #4

CONTENT RELEVANCE TIP #5CREATE A PLAN, LISTEN, UPDATE IT, AND NEVER STOP!
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Demand from Social and Search Data +
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Why Reinvent the Wheel?
Kristina Halvorson
Brain Traffic
@halvorson
Author – CONTENT STRATEGY

AUDIT YOUR CONTENT AGAINST YOUR NEEDED CONTENT
EXAMINE CONTENT QUALITY
DEVELOP A PLAN
CREATE/ADJUST
MEASURE
DO IT AGAIN!
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KEY TAKEAWAY

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You can build it all day and night

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But that doesn’t mean anyone can find it
OPTIMIZE ALL CONTENT FOR SEARCH

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Perform search based keyword research - what you say, what your customers say
Brand
Competitors’ brand
Products services
Use social to understand content inquiry context, sentiment, type, and location of conversations around your keywords
Categorize and compare your keywords with relevant demand
Audit current content against categorized content
Is there a difference?
Tell me, and do something about it!
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Homework (the Process)

Free
Google Adwords
Technorati
search.twitter.com
Paid
Any KW tool
Radian6
Spiral 16
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Tools and Resources
Proprietary Tallwave research tool (sorry)

Contact Info
Mike.Corak@tallwave.com
602.570.6601
@mikecorak
www.linkedin.com/in/mikecorak
Slides – www.slideshare.net/mcorak
Commentary – www.digitalmarketingstrategy.com
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Thank You!

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Thank You
Visit
www.onlinemarketingsummit.com
for more information
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Online Marketing Summit Phoenix - Improving content relevance through social and search data mining - content strategy - mike corak - ethology

by Mike Corak on May 21, 2010

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Online Marketing Summit Phoenix - Improving content relevance through social and search data mining - content strategy - mike corak - ethology — Presentation Transcript