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Defining Content with Data | Digital Olympus 2.6.2017

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How do you identify gaps in your content needs? The answer is of course data. Using both your own data and competitive data, we look at how to ensure you're creating content your users want.

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Defining Content with Data | Digital Olympus 2.6.2017

  1. 1. DEFINING CONTENT WITH DATA: HOW TO IDENTIFY CONTENT GAPS @CASIEG
  2. 2. ABOUT ME @CASIEG • Director of Online Marketing at KoMarketing, a B2B Digital Marketing firm in Boston, MA. • In the online marketing industry for over 10 years, working on both the agency side and in-house. • Responsible for developing and implementing strategies for both small businesses and Fortune 500 companies. • Connect with me on Twitter @casieg.
  3. 3. THE DILEMMA WE ALL FACE… @CASIEG
  4. 4. THE ANSWER OF COURSE IS… @CASIEG ¯_(ツ)_/¯
  5. 5. HOW DO WE FIND THE GAPS? @CASIEG YOUR DATA
  6. 6. START WITH WHAT YOU KNOW… @CASIEG
  7. 7. TOP REFERRAL PAGES @CASIEG
  8. 8. TOP REFERRAL SOURCES @CASIEG
  9. 9. TOP SHARED CONTENT @CASIEG
  10. 10. TOP ENGAGED CONTENT @CASIEG
  11. 11. TOP LINKED CONTENT @CASIEG
  12. 12. WHAT ARE THEY SAYING? @CASIEG
  13. 13. ANSWER THE PUBLIC @CASIEG
  14. 14. FAQ FOX @CASIEG
  15. 15. KEYWORD.IO @CASIEG
  16. 16. Q & A SITES @CASIEG
  17. 17. SEMRUSH @CASIEG
  18. 18. SEMRUSH @CASIEG
  19. 19. GOOGLE TRENDS @CASIEG
  20. 20. BUZZSUMO @CASIEG
  21. 21. FUNNEL THE INFO… @CASIEG
  22. 22. RIGHT TIME, RIGHT PLACE @CASIEG CONTENT DISCONNECT USE YOUR DATA CREATE ANSWERS The content being produced isn’t necessarily what buyers want. Use the data you have to make informed decisions on content direction. Give customers answers to their questions. Be the source they rely on.
  23. 23. @CASIEG

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