1.
@newscred
Keynote: Backed with Data – How We Can
Use Data to Create Compelling Content
Rohin Dhar, Founder + CEO,
Priceonomics

2.
How to turn data into
great stories.

3.
What is Priceonomics
We help companies turn
their data into content
marketing that spreads

4.
What are your goals?
• Press hits
• Traffic
• SEO
• Become an “industry expert”
• Customer leads
Make, Measure & Distribute

5.
Interesting
Information
Information that
helps your
company
Why does content marketing fail?

6.
Information is currency
Helps a
reporter
Helps you
out
Doesn’t help you
out
Creates work
for the
reporter
Traditional
PR
Information
Marketing
PR crisis
Investigative
report

7.
Information
Data
Industry
Stories

8.
What is a data story?
“Bookings at Trump Hotels Plummet”

9.
The key questions
What interesting data is a byproduct of your
business?
What do you know that is valuable to other
people?
Will it help journalists do their jobs of
producing popular content?

10.
Data: 40 hours per article
What are some common themes of data stories?

11.
Variation & Ranking

12.
A trend people care about
Ah, San Francisco is so expensive!

13.
Confirming an existing bias
Give people data for a story they are looking to say.

14.
Distribution: chasing “The Bump”
• Nothing happens at all till a critical mass of
people see it
• The Bump happens
• Everything good that can possibly happen
from that content, will happen after that

15.
Content Distribution Channels
• Journalists: 50 journalists who’d be
interested in your content
• Supernodes: Reddit, Hacker News, Digg,
Metafilter, Product Hunt
• Roundups: NextDraft, MediaREDEF
Before you start writing, decide what channel

16.
Measure everything: success breeds success
Traffic, links, shares, conversions

17.
The checklist
• Will this be newsworthy and help journalists
do their jobs?
• What channel will this be popular on?
• What’s the one nugget people can take
away?

18.
Questions?
rohin@priceonomics.com

19.
@newscred
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