To improve your content marketing you need data. What content is resonating with your audience, what are they sharing, what are they passionate about, what formats and networks work for your topics. We look at six ways to use data to improve your content marketing.

1. 6 Ways To Improve Your
Content Marketing With
Data Insights
@steverayson

2. According to the Content
Marketing Institute, over 85%
of brands use content
marketing…
….but less than 50% believe
they're good at it.

3. Good Content Marketing is…
Creating & distributing valuable,
relevant, timely and consistent content
to build an audience.

4. What is Valuable? Relevant? Timely?
What content is resonating with your
audience right now?
What is driving engagement, passion,
shares and comments?

5. You need data not hunches
and Hippos

6. 1. Timely :What content is engaging
your audience right now?

7. Leverage Trends
See what content
published in the last
2 hours is starting to
trend.

8. Create A Competitive Edge
By knowing what content matters to your audience
right now you can:
– be the first to share viral content
– the first to comment and share viewpoints
– create content quickly around the stories that
matter most to your audience
In short, create a deeper level of engagement and
build credibility.

9. Valuable and relevant:
Will your audience like your content?

10. Make sure they’ll like it, with data:
• Research what topics work
• Find out which sites are winning
• Stay on top of competitors
• Choose winning formats
• Target the right networks

11. 2. Research the content your
audience loves
What do they
share?
What do they
find helpful?

12. What are most shared “how to”
posts in your area?

13. Search Quora For Questions

14. 3. Which sites are winning?
Most shared
domains for
content on
Kitchens on
Facebook

15. Track the winning sites
• Review their most shared content
• Be alerted :
– every time they publish new content
– when one of their stories starts to trend
– get a daily digest of their new links
• View the people that share and amplify their
content

17. 4. What content formats
engage your audience?

18. A Quiz on Quizzes

19. 5. Which networks work best
for your topics?

21. Content Marketing is…
Creating & distributing valuable,
relevant, timely and consistent content
to build an audience.

22. How do they find your content?

23. 6. Content Amplification
How is content amplified?

24. • Over 22,000 shares in August 14
• 2 links in Sept 14
• 2 links in October 14
• 3 in 2015 (Jan, Mar, April)
Shares happen much faster than links

25. Quizzes are a good example
Sometimes links don’t happen at all

26. Which sharers amplify content?

27. This tweet had 492
Retweets!

28. Amplifiers
Average Retweets
Above 2

29. Content
SEO
AUDIENCE
Social
Good content
is not good
enough
You’ve got to
promote it
relentlessly

30. 1. Tap into what’s trending right now
2. Research what topics work
3. Find out which sites are winning
4. Choose winning formats
5. Target the right networks
6. Promote through amplifiers

31. Thank You
31
@steverayson
BuzzSumo.com