Content Marketing Show 2013

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My presentation from Content Marketing Show 2013. It investigates the relationship between data and content as the importance and access to information increases...

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Content Marketing Show 2013

  1. 1. CONTENT  STRATEGY  MAKE  DATA  YOUR  FRIEND.  
  2. 2.  |  @simonpenson  DATA  THINKS  I’M  A  FUNNY  GUY…  CHICKS  DIG  ME!  
  3. 3.  |  @simonpenson  REALITY  DATA    IS  NOT  COOL…  
  4. 4.  |  @simonpenson  BUT  IT  IS  USEFUL!    |  @simonpenson  
  5. 5. USEFUL  =    FRIEND    
  6. 6. HOW  CAN  IT  HELP  SHAPE    CONTENT  STRATEGY?  
  7. 7. NO  MORE  GUESSING  
  8. 8. LET’S  LOOK  AT  SEARCH  FIRST…  
  9. 9. IT’S  NOT  JUST  ABOUT  KEYWORD  DATA  ANYMORE  BUT  IT  HELPS  
  10. 10. SEMANTIC  PHRASES  SEMANTICS  
  11. 11. GOOGLE’S  HIDDEN  GEMS  >  ONE  IT’S  NOT  JUST  ABOUT  KEYWORD  DATA  NOW  AUDIENCE  
  12. 12. GOOGLE’S  HIDDEN  GEMS  >  TWO  SURVEYS  
  13. 13. GOOGLE’S  HIDDEN  GEMS  >  THREE  BIG  DATA  
  14. 14. ZANRAN  BIG  DATA  2  
  15. 15. GOOGLE’S  HIDDEN  GEMS  >  FOUR  FIND  IT  
  16. 16. ANALYTICS  >  CUSTOM  REPORTS  ANALYTICS  
  17. 17. SEARCH  DATA  HELPS  BUT…  
  18. 18. LET’S  DIVE    INTO  SOCIAL  
  19. 19. THIS  GUY  HAS  GOOGLE  SCARED…  
  20. 20. HAS  BETTER  DATA…  
  21. 21. USE  THIS  >  FACEBOOK  POWER  EDITOR  COMBINE  DATA  CREATE  CLUSTERS  
  22. 22. 0%1%2%3%4%5%6%7%8%9%10%13141516171819202122232425262728293031323334353637383940414243444546474849505152535455565758596061626364Age Split Of AudienceFacebook Phones 4uCREATE  THIS  >  INSIGHT  
  23. 23. 0%10%20%30%40%50%60%70%80%90%100%Percentage of Audience Who Like Facebook Phones 4uMass Appeal Potential Topics Topics To Avoid  |  @simonpenson  
  24. 24. 98928784746864636253514340313023 2215Zazzle Content Index: TV ShowsJersey ShoreIm A CelebrityBritains Got TalentTwo and a Half MenStrictly Come DancingCoronation StreetOnly Way Is EssexHow I Met Your MotherX FactorMock The WeekGeordie ShoreFamily GuyWalking DeadDexterSpartacusGame of ThronesMad MenDownton AbbeyThis provides content prioritisation basedon interest data  |  @simonpenson  
  25. 25. AND  WE  CAN  VALIDATE  EFFECTIVENESS  
  26. 26. 0.00%1.00%2.00%3.00%4.00%5.00%6.00%7.00%8.00%Week 1 Week 2 Week 3 Week 4Weekly EngagementPhones 4u Carphone Warehouse EE  |  @simonpenson  
  27. 27. NOT  JUST  ABOUT  FACEBOOK  
  28. 28. -­‐  COGNITIVE  OTHER  TOOLS  -­‐  FRESH  WEB    -­‐  PINALYTICS      |  @simonpenson  
  29. 29. WHAT  DO  WE  THINK  OF  DATA  NOW?  
  30. 30. LIFE  AND  SOUL    OF  THE  PARTY…  
  31. 31. Simon  Penson    Zazzle  Media  @SIMONPENSON  WWW.ZAZZLEMEDIA.CO.UK  SIMON.PENSON@ZAZZLEMEDIA.CO.UK  DOWNLOAD  IT  >  SLIDESHARE  READ  IT  >  THE  ZAZZLE  BLOG  THANKS.  AND  FROM  HIM!  

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