Data Makes Your Content Harder, Better, Faster, and Stronger

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Presented at DistilledLive Seattle on March 5, 2012. With the continued adoption of content marketing as a strategy, many companies will soon find themselves in the middle of a content arms race. Kane discusses how to use both internal and external data to differentiate and rise above everyday content, and move beyond the usual data-based tactics like infographics.

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  • Finding data can be hard. Visualizing the structure of the data that needs to go into a visualization is hard. Merging separate data sources can be mind numbing. That’s enough to weed out the lazy competition
  • Startups and other web or app based companies have no excuse to not be producing this sort of content. Local and offline businesses may have less structured data to work with, but it can be pulled in from offline sources
  • Data Makes Your Content Harder, Better, Faster, and Stronger

    1. Data makes your contentHarder TO REPLICATEBetter THAN THE COMPETITION’SFaster TO CREATEStronger THAN YOUR OPINION @KaneJamison kane@contentharmony.com
    2. Better Content Marketing Links: Click here to get the Slides, Blog Post, and Links at www.ContentHarmony.com: Data Makes Your Content Harder Better Faster Stronger@KaneJamison
    3. Twitter @AdriaSaracino Slides: Making Cool Slides Shit Isn’t Content Marketing Article SEOMoz: How to Get Your Boss to Care About Content Marketing Distilled.net: Kill It In Content Article Creation By Knowing Your Customer Conversion Funnel@KaneJamison
    4. Why are we talking about producing better content in the first place?@KaneJamison
    5. Either you’re in the middle of a content arms race...@KaneJamison
    6. …or your industry is still getting by on junk.@KaneJamison
    7. I’m not the only one thinking about this…@KaneJamison
    8. How do we make better content that sticks out?@KaneJamison
    9. Data makes your content: Harder TO REPLICATE Better THAN THE COMPETITION’S Faster TO CREATE Stronger THAN YOUR OPINION@KaneJamison
    10. Define Data-based content…@KaneJamison
    11. Define Data-based content…Infographics http://www.alternateenergyhawaii.com/tax-credits-incentives@KaneJamison
    12. Define Data-based content…Data-heavyblog postsand graphics http://blog.uber.com/2012/01/09/uberdata-san-franciscomics/@KaneJamison
    13. Define Data-based content…Interactiveand ParallaxScrollingvisualizations http://www.truckerclassifieds.com/truckpocalypse/@KaneJamison
    14. Define Data-based content…Quarterlywhitepapersand industrybenchmarksand reports http://www.rimmkaufman.com/@KaneJamison
    15. Define Data-based content…Data snippetsand chartsintegratedwith sales copyand otherpersuasivecontent http://www.charitywater.org/whywater/@KaneJamison
    16. Define Data-based content…For e-commerce, visual and data-based productcomparisons. Amazon Kindle Fire HD Product Page@KaneJamison
    17. Define Data-based content… APIs@KaneJamison
    18. Define Data-based content… Tools http://www.contentharmony.com/tools/sharemetric/@KaneJamison
    19. Data makes your content: Harder TO REPLICATE Better THAN THE COMPETITION’S Faster TO CREATE Stronger THAN YOUR OPINION@KaneJamison
    20. Harder Better data makes your content Faster Stronger Harder to replicate@KaneJamison
    21. Data takes work, at first.@KaneJamison
    22. You’ve got internal data they can’t replicate. Customer Data Operational Data Website Data Customer service logs Fleet GPS data Product reviews Customer demographics Time spent per task Conversion rates Customer orders Cost per task Analytics data@KaneJamison
    23. Harder Better data makes your content Faster Stronger Better than the competition’s@KaneJamison
    24. "I was looking for something like baseball, where theres a lot of data and the competition was pretty low. Thats when I discovered politics." – Nate Silver@KaneJamison
    25. 212,000 social shares on subdomain homepage. 2.4 million for www.nytimes.com/.@KaneJamison
    26. Harder Better data makes your content Faster Stronger Faster to create@KaneJamison
    27. Data-based content is easy to replicate across many pieces of content. Initial Whitepaper Presentation or Webinar Blog Posts With & Statistics On Findings + Slidedeck Granular Focus Interactive Tool or API Visualization Access to Data@KaneJamison
    28. Data-based content is easy to replicate across many pieces of content. Mozcast.com: 421 LRDs ~3K Social Shares Presentation + Microsite/Tool + Blog Posts + Widgetbait@KaneJamison
    29. Data-based content makes easy recurring content. Industry Annual Survey Benchmarks Voting & Industry Awards Trend Analysis@KaneJamison
    30. Data-based content makes easy recurring content. MailChimp Industry Email Marketing Benchmarks: 220 LRDs ~2K Social Shares http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/@KaneJamison
    31. Data-based content makes easy recurring content. “Remember that thing we did last year that you linked to? We did it again. Links please!”@KaneJamison
    32. Harder Better data makes your content Faster Stronger Stronger than your opinion@KaneJamison
    33. “If we have data, let’s look at data. If all we have are opinions, let’s go with mine.” –Jim Barksdale former Netscape CEO@KaneJamison
    34. http://geoffkenyon.com/302-redirects-pass-link-equity-pagerank/@KaneJamison
    35. Let’s make this actionable: Pick an industry controversy. Any one will do.@KaneJamison
    36. Let’s make this actionable: Construct a way to test it. Execute. Publish. Outreach.@KaneJamison
    37. Resources to Get the data Work the data Visualize the data@KaneJamison
    38. Three resources to Get the data 1) Scrape the web 2) Save it to a database 3) Export database via SQL, CSV, JSON API 4) Recurring scraping Free & Paid Scraping options@KaneJamison
    39. Three resources to Get the data Learn how to pull from APIs Mashape.com + ProgrammableWeb.com Then find the one you want. APIs@KaneJamison
    40. Three resources to Get the data Take other people’s data-heavy content that’s already seen success, visualize it, and re-release. http://www.slideshare.net/RossHudgens/link -building-by-imitation@KaneJamison
    41. Two resources to Work the data Convert CSV Mr. Data to Convertor HTML - MySQL JSON - XML PHP - Python - Ruby http://shancarter.com/data_converter/@KaneJamison
    42. Two resources to Work the data http://vis.stanford.edu/wrangler/@KaneJamison
    43. Four resources to Visualize the data http://timeline.verite.co@KaneJamison
    44. Four resources to Visualize the data DashingD3.js Tutorials Tutorials http://support.google.co DashingD3js.com m/fusiontables/answer/1 84641?hl=en@KaneJamison
    45. Four resources to Visualize the data http://www.datavisualization.ch@KaneJamison
    46. What did I miss?
    47. Thank you. @KaneJamison kane@contentharmony.com

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