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SearchLove Boston 2018 - Casie Gillette - The Power of Data: 15 Keys to a Successful Content Strategy

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In a world of content overload, standing out has never been more challenging. Good content means creating the right content, for the right people, and delivering it at the right time. Enter data. In this session, we'll dive into the biggest issues facing content marketers and break down the 15 key data points that can help guide your strategy.

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SearchLove Boston 2018 - Casie Gillette - The Power of Data: 15 Keys to a Successful Content Strategy

  1. 1. THE POWER OF DATA KEYS TO BETTER CONTENT CASIEGILLETTE•KOMARKETING
  2. 2. @CASIEG #SEARCHLOVE • Sr. Director, Digital Marketing at KoMarketing • 13 years in Digital Marketing • Find Me on Twitter @casieg • Most importantly….
  3. 3. @CASIEG #SEARCHLOVE
  4. 4. @CASIEG #SEARCHLOVE
  5. 5. @CASIEG #SEARCHLOVE
  6. 6. @CASIEG #SEARCHLOVE
  7. 7. @CASIEG #SEARCHLOVE
  8. 8. @CASIEG #SEARCHLOVE 2 million blog posts published every day
  9. 9. @CASIEG #SEARCHLOVE 72 HOURS of video are uploaded to YouTube every 60 seconds.
  10. 10. @CASIEG #SEARCHLOVE The average reader spends 37 seconds reading an article or blog post.
  11. 11. @CASIEG #SEARCHLOVE Content marketing is up 300%, but only 5% drives engagement.
  12. 12. @CASIEG #SEARCHLOVE
  13. 13. @CASIEG #SEARCHLOVE
  14. 14. @CASIEG #SEARCHLOVE
  15. 15. @CASIEG #SEARCHLOVE
  16. 16. @CASIEG #SEARCHLOVE Content is everywhere.
  17. 17. @CASIEG #SEARCHLOVE
  18. 18. @CASIEG #SEARCHLOVE
  19. 19. @CASIEG #SEARCHLOVE
  20. 20. @CASIEG #SEARCHLOVE 1
  21. 21. @CASIEG #SEARCHLOVE WHY WHAT AM I DOING THIS? DO I WANT?
  22. 22. @CASIEG #SEARCHLOVE ORGANIC VISIBILITY FORM / REGISTRATION SHARES / ENGAGEMENT PURCHASE
  23. 23. @CASIEG #SEARCHLOVE BUSINESS OBJECTIVES 2
  24. 24. @CASIEG #SEARCHLOVE “2/3 of all survey respondents reported not having needed content resulted in lost sales.”
  25. 25. @CASIEG #SEARCHLOVE CONTENT + BUSINESS OBJECTIVES
  26. 26. @CASIEG #SEARCHLOVE TRAFFIC BY CHANNEL 3
  27. 27. @CASIEG #SEARCHLOVE ORGANIC VISIBILITY FORM / REGISTRATION SHARES / ENGAGEMENT PURCHASE
  28. 28. @CASIEG #SEARCHLOVE 0 20000 40000 60000 80000 100000 120000 140000 1 2 3 4 5 6 7 8 9 10 TOP 10 BLOG POSTS
  29. 29. @CASIEG #SEARCHLOVE 0 2000 4000 6000 8000 10000 12000 1 2 3 4 5 6 7 8 9 10 TOP 10 RESOURCES
  30. 30. @CASIEG #SEARCHLOVE
  31. 31. @CASIEG #SEARCHLOVE BASELINE PERFORMANCE 4
  32. 32. @CASIEG #SEARCHLOVE
  33. 33. @CASIEG #SEARCHLOVE what are you measuring against?
  34. 34. @CASIEG #SEARCHLOVE BELOW AVG CONTENT 5
  35. 35. @CASIEG #SEARCHLOVE
  36. 36. @CASIEG #SEARCHLOVE • OLDER • RELEVANT • LOWER TRAFFIC
  37. 37. @CASIEG #SEARCHLOVE KNOW YOUR DEVICE 6
  38. 38. @CASIEG #SEARCHLOVE HOW ARE USERS CONSUMING CONTENT ?
  39. 39. @CASIEG #SEARCHLOVE BLOG = 30%
  40. 40. @CASIEG #SEARCHLOVE NEW PHONE WHO DIS?
  41. 41. @CASIEG #SEARCHLOVE TRUST
  42. 42. @CASIEG #SEARCHLOVE REFERRALS & LINKS 7
  43. 43. @CASIEG #SEARCHLOVE
  44. 44. @CASIEG #SEARCHLOVE IMPRESSIONS, POS & CTR 8 OH MY!
  45. 45. @CASIEG #SEARCHLOVE
  46. 46. @CASIEG #SEARCHLOVE HIGH IMP / HIGH POS / LOW CTR
  47. 47. @CASIEG #SEARCHLOVE NEW CONTENT OPPS!
  48. 48. @CASIEG #SEARCHLOVE
  49. 49. @CASIEG #SEARCHLOVE THE 5-10 CONCEPT 9
  50. 50. @CASIEG #SEARCHLOVE
  51. 51. @CASIEG #SEARCHLOVE
  52. 52. @CASIEG #SEARCHLOVE CASE STUDY
  53. 53. @CASIEG #SEARCHLOVE Keyword Target Answer Box More Questions QUESTIONS
  54. 54. @CASIEG #SEARCHLOVE
  55. 55. @CASIEG #SEARCHLOVE
  56. 56. @CASIEG #SEARCHLOVE 10 QUESTIONS
  57. 57. @CASIEG #SEARCHLOVE 27% of search queries are questions. - BlueNile
  58. 58. @CASIEG #SEARCHLOVE PAA were in ~33% of SERPs - GetStat
  59. 59. @CASIEG #SEARCHLOVE
  60. 60. @CASIEG #SEARCHLOVE answerthepublic.com
  61. 61. @CASIEG #SEARCHLOVE
  62. 62. @CASIEG #SEARCHLOVE
  63. 63. @CASIEG #SEARCHLOVE
  64. 64. @CASIEG #SEARCHLOVE
  65. 65. @CASIEG #SEARCHLOVE
  66. 66. @CASIEG #SEARCHLOVE 11 FORUMS
  67. 67. @CASIEG #SEARCHLOVE CONTENT & LINKS
  68. 68. @CASIEG #SEARCHLOVE
  69. 69. @CASIEG #SEARCHLOVE
  70. 70. @CASIEG #SEARCHLOVE keyworddit.com
  71. 71. @CASIEG #SEARCHLOVE keyworddit.com
  72. 72. @CASIEG #SEARCHLOVE keyworddit.com
  73. 73. @CASIEG #SEARCHLOVE 12 SITE SEARCH
  74. 74. @CASIEG #SEARCHLOVE 13 SUPPORT
  75. 75. @CASIEG #SEARCHLOVE
  76. 76. @CASIEG #SEARCHLOVE 14 REAL PEOPLE. REAL EXPERTS
  77. 77. @CASIEG #SEARCHLOVE DISCOVERY QUESTIONNAIRE KICK-OFF CALL KEYWORD & TOPIC RESEARCH CONTENT INTERVIEWS
  78. 78. @CASIEG #SEARCHLOVE GOALS BUSINESS OBJECTIVES BASELINE TRAFFIC BY CHANNEL BELOW AVERAGE DEVICE REFERRALS & LINKS GSC KEYWORDS 5-10 CONCEPT QUESTION FORUMS SITE SEARCH SUPPORT SMES
  79. 79. @CASIEG #SEARCHLOVE
  80. 80. @CASIEG #SEARCHLOVE
  81. 81. @CASIEG #SEARCHLOVE GOALS BUSINESS OBJECTIVES BASELINE TRAFFIC BY CHANNEL BELOW AVERAGE DEVICE REFERRALS & LINKS GSC KEYWORDS 5-10 CONCEPT QUESTION FORUMS SITE SEARCH SUPPORT SMES
  82. 82. @CASIEG #SEARCHLOVE 15
  83. 83. @CASIEG #SEARCHLOVE THANK YOU!CASIE GILLETTE • DIRECTOR OF DIGITAL MARKETING • KOMARKETING CASIE@KOMARKETING.COM@CASIEG @KOMARKETING

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