The document discusses Anela Chan's presentation on bringing science to content marketing. She outlines a framework for smart content marketing that involves using data science at three stages: Create, Connect, and Optimize. At the Create stage, data can help determine what stories to tell, formats to use, and best contributors. At the Connect stage, data helps with distribution strategies. And at the Optimize stage, various metrics are measured to continuously improve content, audiences, and results. Chan argues that combining art and science in this way leads to more effective content marketing over time.

1. #ufx2016

2. ANELA CHAN

3. The
Science of
Content
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5. @anela_chan #ufx2016 @contently http://www.adweek.com/news/advertising-branding/lucky-chang-142482

6. Bringing
Science
To Art
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11. We could all use a
little more science
in our lives.
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12. Bringing Science to
the Art of Storytelling
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13. This is what content marketing is:
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14. Finance:
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15. B2B:
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16. Tech:
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17. B2C:
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18. 12%
of marketers believe they have high-performance content
marketing engines that are strategically programmed to target
the right audiences with relevant and persuasive content.
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19. Our research findings
In a recent study, we found that the majority of content marketers rated
their content as average, not very effective, or not at all effective.
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20. Smart Content
Marketing
It means having a solid methodology, plus
precision backed by data.
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21. The secret recipe of our content marketing:
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22. The ingredients:
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23. Data science makes each stage smarter.
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24. Everything is powered by data!
From offline content consumption…
… to the age of the petabyte…
How do audiences digest and interact with content?
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25. Clients blending art and science:
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28. Create
Data can help us answer:
What stories should I tell?
What formats should I use?
Who should create this content?
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29. Technology can
make every one
of these questions
a no-brainer.
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30. Find the white space: Isolate topics you can own that both connect with
your audience and support your mission.
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31. Data can also help us determine content volume and formats.
Sample content
allocation
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33. Tech solutions like a recommendation systemcan help find the best
contributors for your editorial program.
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34. Connect
If a tweet falls in the woods, and no one is there to retweet it, did it happen?
For a brand to build an audience, they first need a killer distribution strategy to
reach people where they already hang out—email, social channels, and other
paid media—and drive those people back to their own site.
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35. Data can tell us: Where to distribute content?
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36. Chase: Smarter distribution gets better results.
• Met Google News
standard, which spurred
tremendous growth in
organic traffic
• Partnered with theSkimm,
a daily email newsletter
for millennials
• Stories are powerful
ammunition for Chase’s
social channels
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37. HP: Their content ties in with social media.
• Transcreation of
content to publish
across countries
• New topic areas,
along with focus on
engagement
metrics, caused
social sharing to
skyrocket
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38. Optimize
Continuously improve the quality of your content and grow
your audience with a data-driven mindset.
Always ask yourself: What’s working and what isn’t?
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39. Three areas you can optimize:
• Blog
• Website
• Social
• Email
• Paid media
• Influencers
• Sponsored
• Themes
• Formats
• Lengths
• Volume
• Writers
• Multimedia production
• Research
• Strategy
ContributorsContentChannels
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40. If you can measure it,
you can optimize it.
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41. Crunching numbers?
Sounds like a job for technology.
A good dashboard brings the most essential information to the forefront
The power of benchmarks can help you do smarter decision-making.
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42. JPMorgan Chase and measurement
• Chase committed to measuring the
success of its content, looking at
views, shares, time spent on site, and
lead generation for each piece,
among other metrics
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43. HP: What to measure?
• HP focuses on data that measures the
depth of the relationship between the
firm and its readers
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44. The future of content marketing will put
more of the Create ➔ Connect ➔ Optimize
cycle on autopilot.
More data means more possibilities for automation.
Less time spent on the repetitive and mundane means more time to focus
on the most critical decisions (e.g., editorial).
With smart technology, content marketing can grow more and more
effective.
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45. Questions?
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