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Cost Effective Data-Based Content Marketing

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

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

Ad

@KaneJamison
 Data-heavy blog posts and graphics
 Interactive visualizations
 Quarterly/Annual whitepapers, industry
be...

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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."

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. @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. 4. Why Data-Based Content? @KaneJamison #StateOfSearch slideshare.net/kanejamison/
  5. 5. Data-Based Content Process: @KaneJamison How can we cut costs on data-based content without cutting quality? #StateOfSearch http://hmny.co/databasedcm
  6. 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. 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. 8. @KaneJamison Automate the Research Phase. #StateOfSearch 1
  9. 9. Automate All The Research: @KaneJamison Example of Queries To Find Data Sources: #StateOfSearch
  10. 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. 11. Automate All The Research: @KaneJamison 2 - Google Scholar Alerts: “bankruptcy“ #StateOfSearch
  12. 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. 13. Automate All The Research: @KaneJamison 3 - Automated Tracking With Buzzstream: #StateOfSearch
  14. 14. Automate All The Research: @KaneJamison Rather not get them via emails? Two Options: 1. IFTTT > Google Doc 2. Zapier > RSS Feed #StateOfSearch
  15. 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. 16. Automate All The Research: @KaneJamison 4 - Harvest Tweets Matching Keywords: #StateOfSearch Click here to see the full search results for this example.
  17. 17. Automate All The Research: @KaneJamison Twitter Search > RSS? It’s kind of complicated… 2 Decent Options: Zapier or Twools #StateOfSearch
  18. 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. 19. @KaneJamison Build A Research Library. #StateOfSearch 2
  20. 20. Build A Library: @KaneJamison #StateOfSearch MarketingCharts.com:
  21. 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. 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. 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. 24. Build A Library: @KaneJamison #StateOfSearch  Add XX new graphics per month.  Continue outreach.
  25. 25. Build A Library: @KaneJamison #StateOfSearch Let’s Recap:  The ideas research themselves.
  26. 26. Build A Library: @KaneJamison #StateOfSearch Let’s Recap:  Small initial project scope.
  27. 27. Build A Library: @KaneJamison #StateOfSearch Let’s Recap:  Scales out easily over time.
  28. 28. Build A Library: @KaneJamison #StateOfSearch Let’s Recap:  No designer needed.
  29. 29. Build A Library: @KaneJamison #StateOfSearch Let’s Recap:  Ongoing outreach and passive links.
  30. 30. @KaneJamison Use it up, Wear it out. #StateOfSearch 3
  31. 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. 32. Use It Up, Wear It Out: @KaneJamison Whitepaper Webinar Slidedeck-> Video Smaller Data Graphic Printed Rack Card #StateOfSearch
  33. 33. Use It Up, Wear It Out: @KaneJamison February: Outreach to local newspaper journalists for infographic. #StateOfSearch Build Complementary Assets:
  34. 34. Use It Up, Wear It Out: @KaneJamison February: Outreach to local newspaper journalists for infographic. Result: No responses. #StateOfSearch Build Complementary Assets:
  35. 35. Use It Up, Wear It Out: @KaneJamison #StateOfSearch Build Complementary Assets: April: Outreach for interactive timeline, and mentioned our infographic again.
  36. 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. 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. 38. Use It Up, Wear It Out: @KaneJamison Build quarterly and annual content. #StateOfSearch Rinse & Repeat:
  39. 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. 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:

Editor's Notes

  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.
  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.
  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.
  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.
  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.
  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.
  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.
  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.
  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.
  • Curate graphics of OPD just like marketingcharts.com. Easy outreach after each one and they'll often promote the archive for you. Brand each graphic, add it to its own page with title and paragraph of commentary, and share socially.

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