Cost Effective Data-Based Content Marketing

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Presentation from DFWSEM #StateOfSearch on November 18, 2013.

Presentation Description: "Data visualization makes incredible content, but by the time you add up the cost of data analysis, graphic design, programmers, and all of the other skills needed to put together big content projects, clients and stakeholders see high costs and often aren't sold on the likelihood of success. Kane will show how you can produce data-based content initiatives that are both successful and cost-effective, paving the way for larger campaigns."

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Cost Effective Data-Based Content Marketing

  1. 1. Data-Based Content Marketing That Won’t Break The Bank @KaneJamison DFWSEM #StateOfSearch Content Harmony
  2. 2. Data-Based Content Marketing That Won’t Break The Bank http://hmny.co/databasedcm Content Harmony
  3. 3. Data-Based Content ?  Data-heavy blog posts and graphics  Interactive visualizations  Quarterly/Annual whitepapers, industry benchmarks, & reports  APIs & Tools  Visualizations (yes, including infographics) @KaneJamison http://hmny.co/databasedcm #StateOfSearch
  4. 4. Why Data-Based Content? slideshare.net/kanejamison/ @KaneJamison #StateOfSearch
  5. 5. Data-Based Content Process: How can we cut costs on data-based content without cutting quality? @KaneJamison http://hmny.co/databasedcm #StateOfSearch
  6. 6. Data-Based Content Process: 1 - Planning • Ideation • Storyline Creation • Pre-Outreach @KaneJamison 2 - Production • • • • • • Research Data Collection Data Analysis Graphic Design Programming Website Buildout 3 - Promotion • Owned Social Promotion • Outreach • Paid Amplification http://hmny.co/databasedcm #StateOfSearch
  7. 7. 3 Approaches to Cutting Costs or Increasing Value 1. Automate Research 2. Build A Research Library 3. Use It Up, Wear It Out @KaneJamison #StateOfSearch
  8. 8. 1 Automate the Research Phase. @KaneJamison #StateOfSearch
  9. 9. Automate All The Research: Example of Queries To Find Data Sources: @KaneJamison #StateOfSearch
  10. 10. Automate All The Research: 1 - Google Alerts: “keyword" "new study" OR "recent study" OR "new report" OR "recent report" OR "new research" OR "recent research" OR "new data" OR "recent data" OR "new experiment" OR "recent experiment" OR "new experiments" OR "recent experiments" OR "new survey" OR "recent survey" site:.edu OR site:.gov site:industrypublication1.org @KaneJamison #StateOfSearch
  11. 11. Automate All The Research: 2 - Google Scholar Alerts: “bankruptcy“ @KaneJamison #StateOfSearch
  12. 12. Automate All The Research: Dump all of these alerts directly into a Gmail label that you can check daily or weekly. @KaneJamison #StateOfSearch
  13. 13. Automate All The Research: 3 - Automated Tracking With Buzzstream: @KaneJamison #StateOfSearch
  14. 14. Automate All The Research: Rather not get them via emails? Two Options: 1. IFTTT > Google Doc 2. Zapier > RSS Feed @KaneJamison #StateOfSearch
  15. 15. Automate All The Research: 4 - Harvest Tweets Matching Keywords: I want all the tweets matching this: “solar" "new study" OR "recent study" OR "new report" OR "recent report" OR "new research" OR "recent research" OR "new data" OR "recent data" OR "new experiment" OR "recent experiment" OR "new experiments" OR "recent experiments" OR "new survey" OR "recent survey” @KaneJamison #StateOfSearch
  16. 16. Automate All The Research: 4 - Harvest Tweets Matching Keywords: Click here to see the full search results for this example. @KaneJamison #StateOfSearch
  17. 17. Automate All The Research: Twitter Search > RSS? It’s kind of complicated… 2 Decent Options: Zapier or Twools @KaneJamison #StateOfSearch
  18. 18. Automate All The Research: Twitter Search > RSS? It’s kind of complicated… 2 Decent Options: Zapier or Twools http://iag.me/twools/ @KaneJamison #StateOfSearch
  19. 19. 2 Build A Research Library. @KaneJamison #StateOfSearch
  20. 20. Build A Library: MarketingCharts.com: @KaneJamison #StateOfSearch
  21. 21. Build A Library: Project: Build 20 individual data-graphics. 20 Hour Concept Project:  2 Hrs Gathering Data  10 Hrs Excel or Infogram Visualization  8 Hrs Website Buildout @KaneJamison #StateOfSearch
  22. 22. Build A Library:  Create a /research/ or /data/ section of the website  Give each graphic a dedicated page with a image, 1-2 paragraph description, and embed code. @KaneJamison #StateOfSearch
  23. 23. Build A Library:  Outreach to the data creators  Outreach to anyone that has cited the data  Tell them about your new “Solar Research Database” or “Security Industry Data Library”. @KaneJamison #StateOfSearch
  24. 24. Build A Library:  Add XX new graphics per month.  Continue outreach. @KaneJamison #StateOfSearch
  25. 25. Build A Library: Let’s Recap:  The ideas research themselves. @KaneJamison #StateOfSearch
  26. 26. Build A Library: Let’s Recap:  Small initial project scope. @KaneJamison #StateOfSearch
  27. 27. Build A Library: Let’s Recap:  Scales out easily over time. @KaneJamison #StateOfSearch
  28. 28. Build A Library: Let’s Recap:  No designer needed. @KaneJamison #StateOfSearch
  29. 29. Build A Library: Let’s Recap:  Ongoing outreach and passive links. @KaneJamison #StateOfSearch
  30. 30. 3 Use it up, Wear it out. @KaneJamison #StateOfSearch
  31. 31. Use It Up, Wear It Out: A good data-based content project should last you a year or years, not a month. @KaneJamison #StateOfSearch
  32. 32. Use It Up, Wear It Out: Whitepaper Webinar Slidedeck -> Video Smaller Data Graphic Printed Rack Card @KaneJamison #StateOfSearch
  33. 33. Use It Up, Wear It Out: Build Complementary Assets: February: Outreach to local newspaper journalists for infographic. @KaneJamison #StateOfSearch
  34. 34. Use It Up, Wear It Out: Build Complementary Assets: February: Outreach to local newspaper journalists for infographic. Result: No responses. @KaneJamison #StateOfSearch
  35. 35. Use It Up, Wear It Out: Build Complementary Assets: April: Outreach for interactive timeline, and mentioned our infographic again. @KaneJamison #StateOfSearch
  36. 36. Use It Up, Wear It Out: Build Complementary Assets: April: Outreach for interactive timeline, and mentioned our infographic again. Result: Dedicated newspaper links and mentions for both assets. @KaneJamison #StateOfSearch
  37. 37. Use It Up, Wear It Out: Build Complementary Assets: Building complementary assets allows you to build stronger connections with the same outreach targets and improve outreach conversion. @KaneJamison #StateOfSearch
  38. 38. Use It Up, Wear It Out: Rinse & Repeat: Build quarterly and annual content. @KaneJamison #StateOfSearch
  39. 39. Use It Up, Wear It Out: Rinse & Repeat: Save costs on the entire process: design, storyline, promotion, and more. Just refresh the data and tell everyone it’s there. @KaneJamison #StateOfSearch
  40. 40. Thank you. @KaneJamison Kane@ContentHarmony.com DFWSEM #StateOfSearch Slides & References at hmny.co/databasedcm Most photos from “The Great St. Louis Bank Robbery”, a 1959 movie starring Steve McQueen that is now in the public domain. You can watch it free on Archive.org:

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