1. Data-Based
Content
Marketing
That Won’t
Break The Bank
@KaneJamison
DFWSEM #StateOfSearch
Content Harmony

2. Data-Based
Content
Marketing
That Won’t
Break The Bank
http://hmny.co/databasedcm
Content Harmony

3. @KaneJamison
 Data-heavy blog posts and graphics
 Interactive visualizations
 Quarterly/Annual whitepapers, industry
benchmarks, & reports
 APIs & Tools
 Visualizations (yes, including infographics)
#StateOfSearch
Data-Based
Content ?
http://hmny.co/databasedcm

4. Why Data-Based Content?
@KaneJamison #StateOfSearch
slideshare.net/kanejamison/

5. Data-Based Content Process:
@KaneJamison
How can we cut costs
on data-based content
without cutting quality?
#StateOfSearch
http://hmny.co/databasedcm

6. Data-Based Content Process:
@KaneJamison
1 - Planning
• Ideation
• Storyline
Creation
• Pre-Outreach
2 - Production
• Research
• Data Collection
• Data Analysis
• Graphic Design
• Programming
• Website Buildout
3 - Promotion
• Owned Social
Promotion
• Outreach
• Paid Amplification
#StateOfSearch
http://hmny.co/databasedcm

7. @KaneJamison
3 Approaches to
Cutting Costs or Increasing Value
1. Automate Research
2. Build A Research Library
3. Use It Up, Wear It Out
#StateOfSearch

8. @KaneJamison
Automate the
Research Phase.
#StateOfSearch
1

9. Automate All The Research:
@KaneJamison
Example of Queries To Find Data Sources:
#StateOfSearch

10. Automate All The Research:
@KaneJamison
“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
#StateOfSearch
1 - Google Alerts:
site:industrypublication1.org

11. Automate All The Research:
@KaneJamison
2 - Google Scholar Alerts: “bankruptcy“
#StateOfSearch

12. Automate All The Research:
@KaneJamison
Dump all of these alerts directly into a Gmail label that
you can check daily or weekly.
#StateOfSearch

13. Automate All The Research:
@KaneJamison
3 - Automated Tracking With Buzzstream:
#StateOfSearch

14. Automate All The Research:
@KaneJamison
Rather not get them via emails? Two Options:
1. IFTTT > Google Doc
2. Zapier > RSS Feed
#StateOfSearch

15. Automate All The Research:
@KaneJamison
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”
#StateOfSearch

16. Automate All The Research:
@KaneJamison
4 - Harvest Tweets Matching Keywords:
#StateOfSearch
Click here to see the full search results for this example.

17. Automate All The Research:
@KaneJamison
Twitter Search > RSS? It’s kind of complicated…
2 Decent Options: Zapier or Twools
#StateOfSearch

18. Automate All The Research:
@KaneJamison
Twitter Search > RSS? It’s kind of complicated…
2 Decent Options: Zapier or Twools
#StateOfSearch
http://iag.me/twools/

19. @KaneJamison
Build A
Research Library.
#StateOfSearch
2

20. Build A Library:
@KaneJamison #StateOfSearch
MarketingCharts.com:

21. Build A Library:
@KaneJamison #StateOfSearch
Project: Build 20 individual data-graphics.
20 Hour Concept Project:
 2 Hrs Gathering Data
 10 Hrs Excel or Infogram
Visualization
 8 Hrs Website Buildout

22. Build A Library:
@KaneJamison #StateOfSearch
 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.

23. Build A Library:
@KaneJamison #StateOfSearch
 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”.

24. Build A Library:
@KaneJamison #StateOfSearch
 Add XX new graphics per month.
 Continue outreach.

25. Build A Library:
@KaneJamison #StateOfSearch
Let’s Recap:
 The ideas research themselves.

26. Build A Library:
@KaneJamison #StateOfSearch
Let’s Recap:
 Small initial project scope.

27. Build A Library:
@KaneJamison #StateOfSearch
Let’s Recap:
 Scales out easily over time.

28. Build A Library:
@KaneJamison #StateOfSearch
Let’s Recap:
 No designer needed.

29. Build A Library:
@KaneJamison #StateOfSearch
Let’s Recap:
 Ongoing outreach and passive links.

30. @KaneJamison
Use it up,
Wear it out.
#StateOfSearch
3

31. Use It Up, Wear It Out:
@KaneJamison
A good data-based content
project should last you a year or
years, not a month.
#StateOfSearch

32. Use It Up, Wear It Out:
@KaneJamison
Whitepaper
Webinar
Slidedeck-> Video
Smaller Data Graphic
Printed Rack Card
#StateOfSearch

33. Use It Up, Wear It Out:
@KaneJamison
February:
Outreach to local newspaper
journalists for infographic.
#StateOfSearch
Build Complementary Assets:

34. Use It Up, Wear It Out:
@KaneJamison
February:
Outreach to local newspaper
journalists for infographic.
Result: No responses.
#StateOfSearch
Build Complementary Assets:

35. Use It Up, Wear It Out:
@KaneJamison #StateOfSearch
Build Complementary Assets:
April:
Outreach for interactive timeline, and
mentioned our infographic again.

36. Use It Up, Wear It Out:
@KaneJamison #StateOfSearch
Build Complementary Assets:
April:
Outreach for interactive timeline, and
mentioned our infographic again.
Result: Dedicated newspaper links and
mentions for both assets.

37. Use It Up, Wear It Out:
@KaneJamison
Building complementary assets allows
you to build stronger connections with
the same outreach targets and improve
outreach conversion.
#StateOfSearch
Build Complementary Assets:

38. Use It Up, Wear It Out:
@KaneJamison
Build quarterly and annual content.
#StateOfSearch
Rinse & Repeat:

39. Use It Up, Wear It Out:
@KaneJamison
Save costs on the entire process: design,
storyline, promotion, and more.
Just refresh the data and tell everyone it’s
there.
#StateOfSearch
Rinse & Repeat:

40. @KaneJamison
Kane@ContentHarmony.com
DFWSEM #StateOfSearch
Slides & References at
hmny.co/databasedcm
Thank you.
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: