DATA CONTINUED AND CONTENT MARKETING
JN2702

Plan for today
 Complete the process of looking at
data from last week
 Introduce the concept of ‘big data’
 Consider some of the ‘editorial
products’ data may help create or
accentuate
 Look at Content Marketing, and how
it works with organic search
 How content marketing feeds into
Search Engine Optimisation and
Social Media Optimisation
 Engage in an overview of Chris
Anderson’s concept of ‘The LongTail’

Recap: last week’s key points
 When social media goes wrong
 Data analytics and how to
monitor success
 Real time data and real time
marketing
 Google Analytics
 Facebook Analytics
 A request to look at Chris
Anderson’s ‘The LongTail’

Analytics: What do you
remember from last week?

Touring Twitter
 Covered last week as part of
free and paid for campaigns
 Paid campaigns offer
enhanced analytic
information
 Twitter ‘cards’ offer
alternative ways to monitor
success of a dedicated
Twitter activity (another link)

Financial Times: Reader DNA

Time and device data: remember the timelines?

FT: Building an advanced picture
More info - here
• 20% of subscription ascribed to data-led marketing
• Subscription can also enable publishers a range of additional detail about their users
• Demonstrate clear ‘return on investment’ as internal (see above) and external marketing
(via advertising) can be more effectively targeted
•The range of the FT’s platforms can be seen here
•They also develop in HTML 5, rather than native apps to own as much data as possible

Real time reading: Chartbeat

Real time internet: Google trends

Real Time Data
 As we’ve seen, real time data offers consumer activity as it happens
 News and information are using it behind the scenes (as we’ve seen over
the last few weeks) and at the front end of publication: BBC most
popular and social media trends are just 2 examples
 Allows marketers to respond with product design, pricing and PR
activities
 Analytics platforms building in real time monitoring
 Specialist services creating usable consumer profiles, and marketing
services
 This link might be useful for more information

Example of marketing ‘products and techniques’
There are a range of editorial tactics and products that could be exploited on the back of data-led
feedback
 Topic-specific content feeds: social media, online, print products
 Time-sensitive distribution on all feeds, across all platforms to capture the audience when
they’re most engaged
 In-platform personalisation based on usage (cookie) and other profile data (Amazon)
 Algorithmic search results that offer organic user personalisation (Spotify [andGoogle])

Even more data

Sentiment analysis
 A number of data providers are
providing sentiment analysis
 Seeks to classify emotional responses
to social media outputs
 Text is analysed for emotional signifiers
and meaning
 Brands can use this to
 Brand and product perception
 Reputational management
 Publishers are using this to assess
‘signals’ and ‘trends’
 This slideshow from the FT provides
more information for you to look at
 Here’s another Mashable source

Social media analytic data in
friendly form
 Klout
 Kred
 Tweriod: time-based
analysis
 More information for
free and commercial
use

Data brainstorm
 What types of data do you think
would be most useful for
marketers?
 You can apply this to your own
assignment 2 ‘client’ if you want
to…
 Work in groups or individually

Big Data, and its challenges
 Digital connectivity is generating more data than has ever existed before.
‘Big Data’ presents both a huge opportunity and challenge to media
marketers.
 Understanding how to navigate the huge amounts of information available
via the web: trillions of data points can be generated in just a short about of
time
 How to use that to profile consumers and better position products and
related ads
 Producing technologies that are capable of reading the data and extracting
meaning from a huge swathe of information
 A useful link

It’s that image again…

To aid understanding

Broad summary
Social media and data platforms can be exploited in a
number of ways
 Commercial
 Produce smart ads and increase social media-based penetration and reach using paid for
options
 Monitor and quantify the success of this activity using a range of metrics (Google
Analytics, native analytics platforms or third-party services).
 The ability to monitor this activity, and conversion rates, is a significant advantage over
offline alternatives
 Publishers can build increasingly c0mplex behavioural patterns using some/all of this data
 Warning
 Data in itself might not always provide ‘answers’ and users need to be able to understand
what the data might, or might not, signify

Content marketing

Content marketing explained
Content marketing sees targeted editorial text,
video be used to advance commercial or
other interests online. It’s more than news,
it’s text designed to capture audience and
traffic.
 content marketing spend expected to
reach £5.8bn this year (Curata via the
Guardian)
 content marketing can increase brand
awareness by 85% (Curata) and
customer interest by 62% (Curata)
 The news and information sector is
increasingly incorporating content
marketing into their operations, and
offering it as a service. Guardian Labs
is a good example of this
 More info available from the Content
MarketingAssociation

SEO and content marketing
 Ensures content is findable
 Search engines detect web pages and list
them
 Text, video, audio and images are
‘optimised’ to make them more
searchable and therefore findable
 Constructing websites and content with
search engines in mind

Remember this slide? This tme,
we’re looking at organic ads

Heat maps – where search meets
humanity in the shape of an F

Google Penguins and PageRank
V2.1

The Human Search Engine

What factors are search engines interested in…?
 They like websites that have good-quality textual and video content that is relevant to users’ search terms
 They recognise sites that attract visitors and are used by incoming traffic: it means that they’re good!
 ‘Metadata’– engines appreciate what is your site/pages are called
 Engines like relevant URLs, rather than random numbers
 They hate it when someone tries to trick them
 Search engines like order – if you’re tagging your content into organised groupings, it’ll be appreciated by
the engines
 Pictures and video are searchable via tags, names and captions
 Search engines like to see hyperlinks that direct users around your site, and the rest of the web
Search engines closely guard their algorithms, and many give different values
to certain variables, but a few standard factors can be indentified…

Social Media Optimisation
 Similar to Search Engine Optimisation,
Social Media Optimisation and involves
the coordinated use of social media
platforms to convey brands and
information
 The emphasis is around a coordinated
strategy and utilising specific tools to
encourage users to network on your
behalf
 It also involves monitoring successful
engagement working with
demographic, platform, data and
product information.
 We’ve spoken about this lots in an
abstract, but this is a more commercial
incarnation of how to utilise social
media for marketing purposes
 The first person to coin the phrase
social media optimisation was
RohitBhargava in 2006. His original
blog post can be found here
Bhargava’s updated (2010) rules of SMO
1) Create shareable content
2) Make sharing easy
3) Reward engagement
4) Proactively share content
5) Encourage the mash-up

Chunked content (again)

Next week will not exist
 Well. It will. But you know what I mean.
No lecture/seminar.
Individual meetings are available…