DATA DRIVEN CONTENT
STRATEGY AND OUTREACH
SMX Sydney 2014
Richard Baxter
Founder
hello@builtvisible.com
@builtvisible
Remember when
this:
was supposed to
be a legit way to
get links?
Really targeted.
Why am I going to talk to
you about this?
Here’s a good guide to
getting your small
business started:
“2 useful articles via
@accountancyage”
A typical content marketing
project: Social data touches
our projects here
And here
And here
And here
A Really Targeted Creative Process:
Discovery
Creative
Planning
Stakeholder
Recruitment
Production Launch
Social data touc...
“Which publishers should I
be targeting?”
“What content is most
likely to work?”
“Which influencers should I
be talking to?”
Tools you’ll need
Gwittr generates *awesome* stats and insights from
individual Twitter feeds. Needs a lot of scraping.
GPlusData – find influential people on Google+ with
powerful search functionality.
Buzzsumo – use to export bulk social metrics by domain
What is my target
audience sharing?
Our Process
Refine
results
from
Follower
wonk
Gather
followers
Order
results by
Social
Authority
Extract
“Domains
shared”
Bio Keyword
Tweets + Follow
Count
Social Authority
Followerwonk Fetcher!
http://bit.ly/ffetcher
Get that BIO
link too!
Tip
Get the Intersect
- Who do *your* followers tend to
follow?
- Who do your competitor’s
followers tend to follow?
- Who do ...
Domains your audience share:
0
10
20
30
40
50
60
70
80
90
100
0
50
100
150
200
250
300
350
Count of Follower Domains Avera...
Top social channels shared by
your followers:
0
50
100
150
200
250
youtube.com twitter.com twitpic.com vimeo.com plus.goog...
What are your most influential
followers sharing?
Social sites shared by your
followers:
Amazing multiple link sources
Already Linking to
Client
Linking to
Competitor 1
Linking to
Competitor 2
Mentioned in the
t...
Easy Win Tip #1
Gather all the
twitter profiles that
follow your
competitors
Cross reference that
with who follows
you
Col...
Expand your customer database to include social handles, demographics,
social authority…
Influential people
Tip: Find the most influential
accounts followed by your
followers with your keyword in
the biography.
Get them on the pay...
Links. Find me the links!
Find the websites shared in the
twitter data linking to your
competitors but not you.
Prioritise these prospects.
Top domains shared by your
followers that don’t link to you
Top domains shared by your
competitors’ followers that
don’t link to you.
Find the domains which
intersect these datasets:
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
0
1
2
3
4
5
6
Sum of...
What are these people
sharing?
Or – content strategy pt 1
MEDIUMS – what are they
sharing?
Data from Bit.ly using Birdsong
How many clicks did your
competitors get for that thing
they did?
Exploring new formats
Take a reputable publication:
http://www.theverge.com/
longform
Crawl for content you’re
interested in:
Use a tool of your choice to
extract social metrics:
Export and sort by social
success:
Identify journalists
Again, pick a publisher:
Crawl + export your post URLs:
Scrape author names:
Sort authors by social success
& topical relevancy:
Paste into Tagul for *fast* Google
Queries
Mailtester and Rapportive
Want some more
information?
Thanks Google Plus!
Collect number of profile
views:
− Follower Count
− Profile Views
− Location
− Job Title
Want to know who else your
author writes for?
The [social] world is your
oyster.
Happy scraping
researching!
THANK YOU
Any Questions?
Richard Baxter
Founder
hello@builtvisible.com
Data Driven Content Strategy and Outreach
Data Driven Content Strategy and Outreach
Data Driven Content Strategy and Outreach
Data Driven Content Strategy and Outreach
Data Driven Content Strategy and Outreach
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Data Driven Content Strategy and Outreach

  1. 1. DATA DRIVEN CONTENT STRATEGY AND OUTREACH SMX Sydney 2014 Richard Baxter Founder hello@builtvisible.com @builtvisible
  2. 2. Remember when this: was supposed to be a legit way to get links?
  3. 3. Really targeted.
  4. 4. Why am I going to talk to you about this?
  5. 5. Here’s a good guide to getting your small business started: “2 useful articles via @accountancyage”
  6. 6. A typical content marketing project: Social data touches our projects here And here And here And here
  7. 7. A Really Targeted Creative Process: Discovery Creative Planning Stakeholder Recruitment Production Launch Social data touches our projects here And here And here And here
  8. 8. “Which publishers should I be targeting?”
  9. 9. “What content is most likely to work?”
  10. 10. “Which influencers should I be talking to?”
  11. 11. Tools you’ll need
  12. 12. Gwittr generates *awesome* stats and insights from individual Twitter feeds. Needs a lot of scraping.
  13. 13. GPlusData – find influential people on Google+ with powerful search functionality.
  14. 14. Buzzsumo – use to export bulk social metrics by domain
  15. 15. What is my target audience sharing?
  16. 16. Our Process Refine results from Follower wonk Gather followers Order results by Social Authority Extract “Domains shared”
  17. 17. Bio Keyword Tweets + Follow Count Social Authority
  18. 18. Followerwonk Fetcher! http://bit.ly/ffetcher
  19. 19. Get that BIO link too! Tip
  20. 20. Get the Intersect - Who do *your* followers tend to follow? - Who do your competitor’s followers tend to follow? - Who do those people tend to follow?
  21. 21. Domains your audience share: 0 10 20 30 40 50 60 70 80 90 100 0 50 100 150 200 250 300 350 Count of Follower Domains Average of DA
  22. 22. Top social channels shared by your followers: 0 50 100 150 200 250 youtube.com twitter.com twitpic.com vimeo.com plus.google.com flickr.com linkedin.com
  23. 23. What are your most influential followers sharing?
  24. 24. Social sites shared by your followers:
  25. 25. Amazing multiple link sources Already Linking to Client Linking to Competitor 1 Linking to Competitor 2 Mentioned in the twitter bio of someone who follows Client Mentioned in the twitter bio of someone who follows Competitor 1 Mentioned in the twitter bio of someone who follows Competitor 2 Sending referral traffic to competitor
  26. 26. Easy Win Tip #1 Gather all the twitter profiles that follow your competitors Cross reference that with who follows you Collate a list of who follows your competitors, but not you
  27. 27. Expand your customer database to include social handles, demographics, social authority…
  28. 28. Influential people
  29. 29. Tip: Find the most influential accounts followed by your followers with your keyword in the biography. Get them on the payroll.
  30. 30. Links. Find me the links!
  31. 31. Find the websites shared in the twitter data linking to your competitors but not you. Prioritise these prospects.
  32. 32. Top domains shared by your followers that don’t link to you
  33. 33. Top domains shared by your competitors’ followers that don’t link to you.
  34. 34. Find the domains which intersect these datasets: 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000 0 1 2 3 4 5 6 Sum of Number of Datasets site exists in Average of Referring Domains
  35. 35. What are these people sharing? Or – content strategy pt 1
  36. 36. MEDIUMS – what are they sharing?
  37. 37. Data from Bit.ly using Birdsong
  38. 38. How many clicks did your competitors get for that thing they did?
  39. 39. Exploring new formats
  40. 40. Take a reputable publication: http://www.theverge.com/ longform
  41. 41. Crawl for content you’re interested in:
  42. 42. Use a tool of your choice to extract social metrics:
  43. 43. Export and sort by social success:
  44. 44. Identify journalists
  45. 45. Again, pick a publisher:
  46. 46. Crawl + export your post URLs:
  47. 47. Scrape author names:
  48. 48. Sort authors by social success & topical relevancy:
  49. 49. Paste into Tagul for *fast* Google Queries
  50. 50. Mailtester and Rapportive
  51. 51. Want some more information?
  52. 52. Thanks Google Plus!
  53. 53. Collect number of profile views: − Follower Count − Profile Views − Location − Job Title
  54. 54. Want to know who else your author writes for?
  55. 55. The [social] world is your oyster. Happy scraping researching!
  56. 56. THANK YOU Any Questions? Richard Baxter Founder hello@builtvisible.com
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