Data driven content marketing

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A presentation I gave at the recent joint iAcquire/Distilled meetup in NYC.

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Data driven content marketing

  1. 1. Data Driven Content Marketing JOHN DOHERTY – DISTILLED NYC
  2. 2. JOHN DOHERTY Director/Senior Consultant, Distilled John.doherty@distilled.net @dohertyjf
  3. 3. I’M TALKING ABOUTCONTENT MARKETING
  4. 4. CONTENT MARKETING != CONTENT STRATEGY
  5. 5. CONTENT MARKETING = WHATCONTENT STRATEGY = WHY/HOW
  6. 6. CONTENT MARKETINGSHOULD BE DRIVEN BYDATA (strategy involves people)
  7. 7. TO PUT TOGETHER ASTRATEGY, YOU NEED LOTS OF DATA
  8. 8. LET’S GET THAT DATA AND MAKE IT ACTIONABLE
  9. 9. First, what’s the goal?John Doherty @dohertyjf
  10. 10. To avoid doing extra work, decide it before you start pulling data. Leads Links Traffic ????John Doherty Get Exec Buy-in: http://dis.tl/XLSKnU
  11. 11. WHAT KIND OF DATASHOULD I THINK ABOUT USING?
  12. 12. Leverage RSS/Content FeedsJohn Doherty | Distilled NYC http://www.rypmarketing.com/tools/rss- social-analyzer.php
  13. 13. Leverage RSS/Content Feeds This only pulls the 10 most recent postsJohn Doherty | Distilled NYC http://www.rypmarketing.com/tools/rss- social-analyzer.php
  14. 14. Let’s scrape some data then.Use LinkClump in Chrome or MultiLinks in Firefox
  15. 15. Or, if you’re feeling particularly scrappy, use ImportXML (you cancheat with Scrape Similar in Chrome)
  16. 16. If you have the URLs, use SharedCount to get social statsJohn Doherty | Distilled http://sharedcount.com/dashboard.php
  17. 17. Get the category (if auditing blog posts) or content typeJohn Doherty | Distilled You can usually scrape this if a blog post..
  18. 18. Dump it into Excel URL Category Links data Social Data Site Moz Metrics Word Count (DA/PA) ????John Doherty @dohertyjf
  19. 19. Graph it out, looks for patternsJohn Doherty @dohertyjf
  20. 20. I created a spreadsheet that you can start with. Johnfdoherty.com/data-driven- content-marketing
  21. 21. Case Studies
  22. 22. Client didn’t have content. Competitors did.John Doherty @dohertyjf
  23. 23. Client launched real-time content because it was an opportunity. We launched content as search volume spiked. This made them change their whole company strategy. We hit it here.John Doherty @dohertyjf
  24. 24. Client launched real-time content because it was an opportunity. We launched content as search volume spiked. This made them change their whole company strategy.John Doherty @dohertyjf
  25. 25. Don’t be afraid to try new content.
  26. 26. 70% is your bread and butter 20% is risky10% is insane but could change your life.
  27. 27. Thanks.Any questions? JOHN DOHERTY John.doherty@distilled.net @dohertyjf

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