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DIY Data Visualisation to Fuel Your Content Marketing Strategy

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This is my presentation from BirghtonSEO in April 2015.

The presentation explains how digital marketers can develop great looking content assets based on data visualisation.

Published in: Marketing
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DIY Data Visualisation to Fuel Your Content Marketing Strategy

  1. 1. Content Marketing Strategy D I Y D A T A V I S U A L I S A T I O N T O F U E L Y O U R @ K R Y S T I A N S Z A S T O K
  2. 2. @ K R Y S T I A N S Z A S T O K W H Y D A T A V I S U A L I S A T I O N ? Killer content results in great, natural links Boring industry could mean interesting data Has the potential to be more successful than an infographic
  3. 3. T H E C U R R E N T Q U A L I T Y O F C A R E H O M E S I N E N G L A N D @ K R Y S T I A N S Z A S T O K
  4. 4. @ K R Y S T I A N S Z A S T O K P R O C E S S O V E R V I E W Brainstorming and exploring ideas 1 Pre-outreach and validation 2 Visual Design 3 Implementation 4 Setting KPIs 5 Preparing for launch 6
  5. 5. @ K R Y S T I A N S Z A S T O K B R A I N S T O R M I N G A N D E X P L O R I N G I D E A S1 Brainstorm ideas with the team Use Social Crawlytics or Buzzsumo Research similar concepts on Pinterest Research data points on credible sources
  6. 6. @ K R Y S T I A N S Z A S T O K P R E - O U T R E A C H A N D V A L I D A T I O N2 Validate with your team whether your story is potent Run the idea/concept past prospects and influencers Journalists (if you’re aiming for a news angle)
  7. 7. @ K R Y S T I A N S Z A S T O K V I S U A L D E S I G N3 Create the right information hierarchy Help your audience discern relationships in the data How much detail does the audience need? Create a sketch and send it to someone not involved in the project • What are the top 2-3 insights that would captivate your audience? • In what order should they be communicated visually?
  8. 8. @ K R Y S T I A N S Z A S T O K I M P L E M E N T A T I O N4 DIY (using an off the shelf tool or programming) Hire a data visualisation agency/freelancer Ask your front-end designer 1. Tableau / CartoDB 2. RAW + D3.js 3. Processing.js 4. R + Python 5. Google Fusion Tables
  9. 9. @ K R Y S T I A N S Z A S T O K S M A R T K P I S5 S P E C I F I C - It has to be clear what the KPI exactly measures. M E A S U R A B L E - The KPI should be measurable, don’t be vague. A C H I E V A B L E - Nothing is more discouraging than striving for a goal that you can’t obtain. R E L E V A N T - The KPI has to be relevant to business objectives. T I M E B O U N D - It is important to express the value of the KPI in time.
  10. 10. @ K R Y S T I A N S Z A S T O K S E T T I N G K P I S6 X Number of inbound links from new root domains over 3 months X Number of unique referral visits over 3 months X Number of specific micro conversions over 3 months
  11. 11. @ K R Y S T I A N S Z A S T O K P R E P A R I N G F O R L A U N C H7 1 2 3 4 Identify more key influencers Tracking of micro conversions Media pack/visual assets Craft social media messages
  12. 12. @ K R Y S T I A N S Z A S T O K P R E P A R I N G F O R L A U N C H7 Produce editorial content for third party placements 5 6 7 Prepare emails/messages for outreach Prepare phone scripts
  13. 13. H E R E ’ S H O W I ’ V E D O N E I T
  14. 14. B A C K T O O U R E X A M P L E @ K R Y S T I A N S Z A S T O K
  15. 15. @ K R Y S T I A N S Z A S T O K B R A I N S T O R M I N G & C O N C E P T P H A S E I D E A O N E Map Age Expectancy vs. Care Home Density • Density of care homes across counties in England • Age expectancy across counties in England
  16. 16. T H E D A T A D I D N ’ T T E L L U S A P O T E N T S T O R Y
  17. 17. @ K R Y S T I A N S Z A S T O K B R A I N S T O R M I N G & C O N C E P T P H A S E I D E A T W O Quality of Care vs. Map Age Expectancy vs. Affluence • Care Quality Commission – CQC Rating Data • Office of National Statistics – Age Expectancy • Office of National Statistics – Mean Salary
  18. 18. T H E D A T A T O L D U S M U L T I P L E S T O R I E S
  19. 19. @ K R Y S T I A N S Z A S T O K W H A T ’ S T H E S T O R Y ? The most affluent counties provide the lowest levels of care. This is interesting because it contradicts common assumption.
  20. 20. @ K R Y S T I A N S Z A S T O K W H A T ’ S T H E S T O R Y ? 94% of care homes in Shropshire passed the CQC inspection making it the highest scoring county for quality of care. This is useful because we can target local newspapers.
  21. 21. W H A T ’ S T H E S T O R Y ? @ K R Y S T I A N S Z A S T O K 36% of care homes in Nottinghamshire failed the CQC inspection making it the lowest scoring county for quality of care. This is a potent story in its own right.
  22. 22. I M P L E M E N T A T I O N @ K R Y S T I A N S Z A S T O K
  23. 23. @ K R Y S T I A N S Z A S T O K I N I T I A L S K E T C H / M O C K - U P
  24. 24. @ K R Y S T I A N S Z A S T O K V I S U A L H I E R A R C H Y
  25. 25. @ K R Y S T I A N S Z A S T O K W H A T D I D W E A C H I E V E ? Quoted and referred to on national radio Featured on front page of Nottingham Post in print A number of industry leading publications covered it
  26. 26. @ K R Y S T I A N S Z A S T O K C O M M O N D A T A V I S U A L I S A T I O N M I S T A K E S Lack of story Too much information and detail Lack of validation Variety for the sake of variety Inappropriate hierarchy
  27. 27. B O O K S A N D R E S O U R C E S T H A T H E L P E D M E @ K R Y S T I A N S Z A S T O K http://bit.ly/data-vis-brightonseo
  28. 28. @ K R Y S T I A N S Z A S T O K

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