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Bridge the gap between
content creation
marketing strategy{ &
}with usable, shareable data
also known as
talking to your coworkers
good measurement
&
But why do you need their data?
They couldn’t possibly know things that could
help your organization, team, or you persona...
How do I set up marketing to collect data effectively?
What does shared data have to do with content?
How does any of this...
BENEFITS{ }
A way to accurately measure cause and effect
Promote consistent efforts toward common goals
Point to trends and outliers
S...
for the ORGANIZATION
for the TEAM
for the INDIVIDUAL
Promote consistent efforts toward common goals
Share data effectively across departments / teams
Increased revenue / conve...
Create effective measuring, content, & metrics
Accurately measure cause and effect
Point to trends and outliers
for the TE...
Make faster strategic decisions
Improve position within organization & team
Understand individual impact
for the INDIVIDUAL
Why isn’t everyone doing it?
The organization doesn’t promote sharing.
(That’s a mistake.)
People think sharing informatio...
how do I
set up
marketing
to generate
data worth sharing?
*
Each deliverable, task, & decision
should map back to
ORGANIZATION
TEAM GOALS.
&
Deliverables attached to goals
+
Correct measurement
=
Data that’s actually useful
(to you and to others)
Goals
Micro-goals / KPIs
Deliverables
The end game, such as $100M in revenue
or 100,000 sign-ups.
The smaller goals you ne...
Increase revenue 20% this quarter
‣Increase new users from 500/month to 800/
month

‣Generate 15,000 pageviews each month ...
The
Goaldilocks
Complex
My team is too small My team is too large
{ }
The
Goaldilocks
Compromise
Focus on making your
data juuuust right
{ }
$
$
$
Better data 

collection & analysis 

gives you
information worth
sharing
&
improves
everyone’s efforts.
VANITY
METRICS
VANITY
wtf
Any metric can be a good metric*
*if it helps you meet your goals.
You just have to know how they’re
contributing to things like:
REVENUE
USERS
LEADS
CONVERSIONS
GOALS
BETTER DATA & REPORTING USING
MEDIUM{ }
the
MESSAGE{ }
the
METHOD{ }
the
This is your specific value proposition, campaign
message, tagline, feature, benefit, etc.
MESSAGE{ }
the
New

Feature
Produ...
The Medium is the type of content. A medium is
characterized by how it is consumed - not by what channel
it is shared on. ...
This is the way the content is distributed - including specific
channels. (Toldya we’d get there.) Each medium can have
mul...
The Goal: Sell $100K in JoeBob’s
Widgetizers during the month of October
WORK{ }
at
Sell $100K in JoeBob’s Widgetizers in October
Message 1: JoeBob’s Widgetizer is the best possible widgetizer
Message 2: En...
MESSAGE1
JoeBob’sWidgetizeristhebestpossiblewidgetizer VIDEO
ADS
YOUTUBE
FACEBOOK
WEBSITE
ADWORDS
OUTBRAIN
FACEBOOK
SEO
FA...
MESSAGE1
JoeBob’sWidgetizeristhebestpossiblewidgetizer VIDEO
ADS
YOUTUBE
FACEBOOK
WEBSITE
ADWORDS
OUTBRAIN
FACEBOOK
SEO
FA...
MESSAGE1
JoeBob’sWidgetizeristhebestpossiblewidgetizer VIDEO
ADS
YOUTUBE
FACEBOOK
WEBSITE
ADWORDS
OUTBRAIN
FACEBOOK
SEO
FA...
MESSAGE1MESSAGE2MESSAGE3
VIDEO
ADS
BLOG
IMAGE
EBOOK
BLOG
VIDEO
CASE
STUDY
ADS
YOUTUBE
WEBSITE
ADWORDS
FACEBOOK
SEO
TWITTER...
MESSAGE1MESSAGE2MESSAGE3
VIDEO
ADS
BLOG
IMAGE
EBOOK
BLOG
VIDEO
CASE
STUDY
ADS
YOUTUBE
WEBSITE
ADWORDS
FACEBOOK
SEO
TWITTER...
Collecting data
this way allows you to
Gather and share insights that
maximize what works, 

and what doesn’t
without dism...
MESSGE MEDIUM METHOD{ } { } { }
Initial Data Observations
Messaging strategy
#2 performed the
best overall out of all
camp...
now for some
REAL
INSIGHTS
&
IDEAS
MESSAGE{ }insights & ideas
Video Blog
Ebook
Landing

Page
Maybe you started the messaging campaign with a video,
blog, lan...
MESSAGE{ }insights & ideas
Video Blog
Preso/
Slides
Webinar Podcast
Ebook
White
Paper
Case
Study
Ad
Landing

Page
Consider...
MESSAGE{ }insights & ideas
Original Message
Consider taking that message and creating variations of it
to see if you can h...
MESSAGE{ }insights & ideas
Original Message v2
v3
v1
Consider taking that message and creating variations of it
to see if ...
MESSAGE{ }insights & ideas
CONTENT
Update current site and content messaging to more closely
match keyword and messaging o...
MESSAGE{ }insights & ideas
CONTENT CONTENT
Update current site and content messaging to more closely
match keyword and mes...
MEDIUM{ }insights & ideas
If a medium, such as video, is really popular with your
audience - consider adding it to all of ...
MEDIUM{ }insights & ideas
If a medium, such as video, is really popular with your
audience - consider adding it to all of ...
MEDIUM{ }insights & ideas
You can also consider taking other forms of content and
creating them for that particular medium...
MEDIUM{ }insights & ideas
You can also consider taking other forms of content and
creating them for that particular medium...
MEDIUM{ }insights & ideas
Create a series for a medium that works well so you can do
recurring content that your audience ...
MEDIUM{ }insights & ideas
Create a series for a medium that works well so you can do
recurring content that your audience ...
METHOD{ }insights & ideas
Take what’s popular on a particular method and use it to
create content for your additional mark...
METHOD{ }insights & ideas
Take what’s popular on a particular method and use it to
create content for your additional mark...
METHOD{ }insights & ideas
Take what’s popular on a particular method and use it to
create content for your additional mark...
METHOD{ }insights & ideas
Take what’s popular on a particular method and use it to
create content for your additional mark...
METHOD{ }insights & ideas
Use your ecosystem to drive traffic to your most popular
methods to cross-polinate channels and i...
METHOD{ }insights & ideas
Use your ecosystem to drive traffic to your most popular
methods to cross-polinate channels and i...
which messages, methods, & mediums
pair best for your audience.
Sale offers may be
good for
Twitter
and
LinkedIn.
New prod...
FINAL thoughts
on the matter
Content is part of an
ECOSYSTEM
Removing
entire mediums
or methods
may have a
disasterous
effect on the
system.
Reporting structure
isn’t as important
as the integrity
of the data inside
Collecting the right data
Insights for you and your team
More strategic marketing
+
Sharing the right data
Insights for all departments
Strategic decisions across the organization
+
=
Increased
REVENUE
THANK YOU{ }
erin@ginzametrics.com @texasgirlerin
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Bridge the gap between content creation and marketing strategy with usable, shareable data

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How to collect data that will help you gain insight into your own content marketing efforts, and share usable data with your team and organization to increase revenue.

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Bridge the gap between content creation and marketing strategy with usable, shareable data

  1. 1. Bridge the gap between content creation marketing strategy{ & }with usable, shareable data
  2. 2. also known as talking to your coworkers good measurement &
  3. 3. But why do you need their data? They couldn’t possibly know things that could help your organization, team, or you personally… Right?
  4. 4. How do I set up marketing to collect data effectively? What does shared data have to do with content? How does any of this ultimately help me? Why does she keep saying DATA? It’s freaking me out. Why is sharing data a good idea? CONTENTS
  5. 5. BENEFITS{ }
  6. 6. A way to accurately measure cause and effect Promote consistent efforts toward common goals Point to trends and outliers Share data effectively across departments / teams Create strategic messaging, content and metrics Impact the bottom line
  7. 7. for the ORGANIZATION for the TEAM for the INDIVIDUAL
  8. 8. Promote consistent efforts toward common goals Share data effectively across departments / teams Increased revenue / conversions for the ORGANIZATION
  9. 9. Create effective measuring, content, & metrics Accurately measure cause and effect Point to trends and outliers for the TEAM
  10. 10. Make faster strategic decisions Improve position within organization & team Understand individual impact for the INDIVIDUAL
  11. 11. Why isn’t everyone doing it? The organization doesn’t promote sharing. (That’s a mistake.) People think sharing information that isn’t a win will get them in trouble, make them look bad at their job, or is a failure. (Also a mistake.) They don’t know what data to share, who to share it with, or where to share it. (That’s just sad, let’s fix it.)
  12. 12. how do I set up marketing to generate data worth sharing? *
  13. 13. Each deliverable, task, & decision should map back to ORGANIZATION TEAM GOALS. &
  14. 14. Deliverables attached to goals + Correct measurement = Data that’s actually useful (to you and to others)
  15. 15. Goals Micro-goals / KPIs Deliverables The end game, such as $100M in revenue or 100,000 sign-ups. The smaller goals you need to meet to make sure you get to the end game. The things you’re going to do & create to get the KPIs met. The Goalden Pyramid (see what I did there?)
  16. 16. Increase revenue 20% this quarter ‣Increase new users from 500/month to 800/ month ‣Generate 15,000 pageviews each month on campaign content ‣Receive 1200 clicks through to content ✓2 blog posts per week ✓4 Slideshares ✓Contributed editorial content ✓Email campaigns to 40K contacts ✓3 Landing pages w messaging Goal Micro-goals / KPIs Deliverables Real World Goal Breakdown
  17. 17. The Goaldilocks Complex My team is too small My team is too large { }
  18. 18. The Goaldilocks Compromise Focus on making your data juuuust right { }
  19. 19. $ $ $ Better data collection & analysis gives you information worth sharing & improves everyone’s efforts.
  20. 20. VANITY METRICS VANITY wtf
  21. 21. Any metric can be a good metric* *if it helps you meet your goals.
  22. 22. You just have to know how they’re contributing to things like: REVENUE USERS LEADS CONVERSIONS GOALS
  23. 23. BETTER DATA & REPORTING USING MEDIUM{ } the MESSAGE{ } the METHOD{ } the
  24. 24. This is your specific value proposition, campaign message, tagline, feature, benefit, etc. MESSAGE{ } the New
 Feature Product Release Got Milk Nachos > Pizza Back to School Sale
  25. 25. The Medium is the type of content. A medium is characterized by how it is consumed - not by what channel it is shared on. (Don’t worry we’ll get to that.) MEDIUM{ } the Video Blog Preso/ Slides Webinar Podcast Ebook White Paper Case Study Ad Landing
 Page
  26. 26. This is the way the content is distributed - including specific channels. (Toldya we’d get there.) Each medium can have multiple methods. METHOD{ } the Instagram Vine YouTube Pinterest Facebook Slideshare LinkedIn AdWords OutbrainTwitter
  27. 27. The Goal: Sell $100K in JoeBob’s Widgetizers during the month of October WORK{ } at
  28. 28. Sell $100K in JoeBob’s Widgetizers in October Message 1: JoeBob’s Widgetizer is the best possible widgetizer Message 2: Enjoy 50% off JoeBob’s Widgetizer at CMWorld Message 3: Widgetizers are way better than Widgetozers CAMPAIGN MESSAGES
  29. 29. MESSAGE1 JoeBob’sWidgetizeristhebestpossiblewidgetizer VIDEO ADS YOUTUBE FACEBOOK WEBSITE ADWORDS OUTBRAIN FACEBOOK SEO FACEBOOK LINKEDIN BLOG POST
  30. 30. MESSAGE1 JoeBob’sWidgetizeristhebestpossiblewidgetizer VIDEO ADS YOUTUBE FACEBOOK WEBSITE ADWORDS OUTBRAIN FACEBOOK SEO FACEBOOK LINKEDIN BLOG POST MESSAGE MEDIUM METHOD
  31. 31. MESSAGE1 JoeBob’sWidgetizeristhebestpossiblewidgetizer VIDEO ADS YOUTUBE FACEBOOK WEBSITE ADWORDS OUTBRAIN FACEBOOK SEO FACEBOOK LINKEDIN BLOG POST MESSAGE MEDIUM METHOD
  32. 32. MESSAGE1MESSAGE2MESSAGE3 VIDEO ADS BLOG IMAGE EBOOK BLOG VIDEO CASE STUDY ADS YOUTUBE WEBSITE ADWORDS FACEBOOK SEO TWITTER SEO TWITTER LINKEDIN EMAIL PINTEREST FACEBOOK YOUTUBE WEBSITE EMAIL WEBSITE ADWORDS FACEBOOK THEMARKETINGMIX
  33. 33. MESSAGE1MESSAGE2MESSAGE3 VIDEO ADS BLOG IMAGE EBOOK BLOG VIDEO CASE STUDY ADS YOUTUBE WEBSITE ADWORDS FACEBOOK SEO TWITTER SEO TWITTER LINKEDIN EMAIL PINTEREST FACEBOOK YOUTUBE WEBSITE EMAIL WEBSITE ADWORDS FACEBOOK THEMARKETINGMIX
  34. 34. Collecting data this way allows you to Gather and share insights that maximize what works, and what doesn’t without dismissing channels, messaging, or distribution tactics based on incomplete data.
  35. 35. MESSGE MEDIUM METHOD{ } { } { } Initial Data Observations Messaging strategy #2 performed the best overall out of all campaign messaging. Ebooks, video, and ads seem to be content mediums that work well with your audience. Audiences are interacting and converting on methods such as YouTube, email, and Facebook.
  36. 36. now for some REAL INSIGHTS & IDEAS
  37. 37. MESSAGE{ }insights & ideas Video Blog Ebook Landing
 Page Maybe you started the messaging campaign with a video, blog, landing page, and ebook.
  38. 38. MESSAGE{ }insights & ideas Video Blog Preso/ Slides Webinar Podcast Ebook White Paper Case Study Ad Landing
 Page Consider adding other ways to share that message to your content marketing mix.
  39. 39. MESSAGE{ }insights & ideas Original Message Consider taking that message and creating variations of it to see if you can hone in on performance, or if different versions perform better with different audience types.
  40. 40. MESSAGE{ }insights & ideas Original Message v2 v3 v1 Consider taking that message and creating variations of it to see if you can hone in on performance, or if different versions perform better with different audience types.
  41. 41. MESSAGE{ }insights & ideas CONTENT Update current site and content messaging to more closely match keyword and messaging of what’s working to drive additional search traffic and increase conversions. Current Messaging
  42. 42. MESSAGE{ }insights & ideas CONTENT CONTENT Update current site and content messaging to more closely match keyword and messaging of what’s working to drive additional search traffic and increase conversions. Current Messaging Updated Messaging + Keywords
  43. 43. MEDIUM{ }insights & ideas If a medium, such as video, is really popular with your audience - consider adding it to all of your possible methods to maximize visibility. Video
  44. 44. MEDIUM{ }insights & ideas If a medium, such as video, is really popular with your audience - consider adding it to all of your possible methods to maximize visibility. Video Email Advertising Social Blog
  45. 45. MEDIUM{ }insights & ideas You can also consider taking other forms of content and creating them for that particular medium Original Video
  46. 46. MEDIUM{ }insights & ideas You can also consider taking other forms of content and creating them for that particular medium Original Video Video Case Study Video Web Series + + Video Product Overviews + = Lots more video content
  47. 47. MEDIUM{ }insights & ideas Create a series for a medium that works well so you can do recurring content that your audience will depend on SEO & CONTENT MARKETING VIDEOS
  48. 48. MEDIUM{ }insights & ideas Create a series for a medium that works well so you can do recurring content that your audience will depend on SEO & CONTENT MARKETING VIDEOS Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FOUND FRIDAYS
  49. 49. METHOD{ }insights & ideas Take what’s popular on a particular method and use it to create content for your additional marketing channels. Twitter Conversation
  50. 50. METHOD{ }insights & ideas Take what’s popular on a particular method and use it to create content for your additional marketing channels. Twitter Conversation Quora Post AdWords Ads Facebook thread Blog Post FAQs
  51. 51. METHOD{ }insights & ideas Take what’s popular on a particular method and use it to create content for your additional marketing channels. Video Currently on YouTube
  52. 52. METHOD{ }insights & ideas Take what’s popular on a particular method and use it to create content for your additional marketing channels. Currently on YouTube Vimeo Twitter Facebook Website Video
  53. 53. METHOD{ }insights & ideas Use your ecosystem to drive traffic to your most popular methods to cross-polinate channels and inform audiences of various outlets. Slideshare Presentation
  54. 54. METHOD{ }insights & ideas Use your ecosystem to drive traffic to your most popular methods to cross-polinate channels and inform audiences of various outlets. Slideshare Presentation LinkedIn Twitter Pinterest Facebook EmailAdWordsYouTube Outbrain
  55. 55. which messages, methods, & mediums pair best for your audience. Sale offers may be good for Twitter and LinkedIn. New product announcements might work best via email and Facebook DISCOVER[ ]
  56. 56. FINAL thoughts on the matter
  57. 57. Content is part of an ECOSYSTEM
  58. 58. Removing entire mediums or methods may have a disasterous effect on the system.
  59. 59. Reporting structure isn’t as important as the integrity of the data inside
  60. 60. Collecting the right data Insights for you and your team More strategic marketing +
  61. 61. Sharing the right data Insights for all departments Strategic decisions across the organization +
  62. 62. = Increased REVENUE
  63. 63. THANK YOU{ } erin@ginzametrics.com @texasgirlerin

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