Put Your Data To Work: Ways to Uncover Content Ideas That Deliver #ConfluenceCon 2017
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Paul ShapiroFollow
Sep. 15, 2017•0 likes•2,034 views
Put Your Data To Work: Ways to Uncover Content Ideas That Deliver #ConfluenceCon 2017
Sep. 15, 2017•0 likes•2,034 views
Report
Marketing
Moving past a raw creative process or a pure search volume driven content strategy for SEO. From ConfluenceConference 2017 in Oklahoma City.
Paul ShapiroFollow
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Put Your Data To Work: Ways to Uncover Content Ideas That Deliver #ConfluenceCon 2017
- 1. Put Your Data to Work WAYS TO UNCOVER CONTENT IDEAS THAT DELIVER Paul Shapiro, Directory of Strategy & Innovation-Technical SEO, Catalyst @fighto
- 2. www.CatalystDigital.com SEOs are too reliant on Keyword Planner
- 4. www.CatalystDigital.com Who is your favorite content producer? Slido.com #conflucon
- 7. www.CatalystDigital.com http://pshapi.ro/netflixbigd BBC House of Cards + Kevin Spacey + David Fincher = $100 million for 2x 13-episode seasons...
- 9. www.CatalystDigital.com BuzzFeed • Have you connected Facebook with BuzzFeed? • Do you have email updates enabled? • Do they know your gender & age? • How many times have you shared their content directly to Facebook & Twitter & via Email? • Are you logged in? • Which country are you in? • Are you a buzzfeed editor? • …and about 25 other pieces of information. http://pshapi.ro/buzzfbarker
- 14. How can we do it?
- 16. www.CatalystDigital.com Reddit Data Mining: Python Script https://searchwilderness.com/reddit-python-code/ 1. Enter filename for output 2. Enter a search or series of searches 3. Choose reddit sorting method 4. Choose to look at all of reddit, or isolate to particular subreddit(s). 5. Go! Password: <redacted>
- 17. www.CatalystDigital.com /r/Horror 10359 9788 6406 6072 3967 3700 2183 1577 973 733 699 278 272 262 246 241 56 2909 1504 1255 1079 938 1697 993 522 267 512 217 96 95 146 45 54 37 0 2000 4000 6000 8000 10000 12000 Upvotes Comments
- 18. www.CatalystDigital.com KPIs Matter “The one word I’d use to describe what we’re trying to measure for our content is engagement. If we can tell when we’re producing work that people are highly engaged with, for us that’s a sign of success.” http://pshapi.ro/chmokpi
- 21. www.CatalystDigital.com Search Volume 90500 74000 74000 49500 33100 33100 22200 14800 12100 5400 3600 3600 3600 1900 1300 1300 1000 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 100000
- 22. www.CatalystDigital.com vs. /r/Horror 10359 9788 6406 6072 3967 3700 2183 1577 973 733 699 278 272 262 246 241 56 2909 1504 1255 1079 938 1697 993 522 267 512 217 96 95 146 45 54 37 0 2000 4000 6000 8000 10000 12000 Upvotes Comments
- 23. www.CatalystDigital.com /r/Horror 10359 9788 6406 6072 3967 3700 2183 1577 973 733 699 278 272 262 246 241 56 2909 1504 1255 1079 938 1697 993 522 267 512 217 96 95 146 45 54 37 0 2000 4000 6000 8000 10000 12000 Upvotes Comments
- 24. www.CatalystDigital.com vs. Search Volume 90500 74000 74000 49500 33100 33100 22200 14800 12100 5400 3600 3600 3600 1900 1300 1300 1000 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 100000
- 28. www.CatalystDigital.com Google BigQuery, 3 Billion Reddit Comments http://pshapi.ro/bigqueryredcom
- 30. www.CatalystDigital.com Niche-Community Data Mining: FAQFox http://pshapi.ro/faqfoxex
- 33. www.CatalystDigital.com Links Title Total Links What 1,200 Calories Looks Like [Infographic] | MyFitnessPal 456 A Beginners Guide to Meal Planning | MyFitnessPal 143 10 Amazing Benefits of Walking | MyFitnessPal 97 31-Day Squat, Lunge and Pushup Plan | MyFitnessPal 94 5 Reasons Why Protein Is Good for Weight Loss | MyFitnessPal 74 Ask the Dietitian: What's the Best Carb, Protein and Fat Breakdown for Weight Loss? | MyFitnessPal 67 The Problem with Cheat Days | MyFitnessPal 55 Black Bean Spinach Quesadilla [Video] | Recipe | MyFitnessPal 51 8 Foods That Are Surprisingly Good for Weight Loss | MyFitnessPal 51 All Good Ideas!
- 35. www.CatalystDigital.com SEMRush Gap Analysis Keyword blumhouse.co m bloody- disgusting.co m chud.com dreadcentral.c om MSV blood creek 0 12 11 15 1900 the prowler 1981 0 27 16 9 720 para elisa movie 0 4 16 27 590 chud 2 0 8 29 17 590 hatchet 3 cast 0 7 30 13 480 twins the shining 0 30 15 17 390 i spit on your grave **** scene 0 14 15 21 320 se7en sloth 0 15 13 23 260 twins in the shining 0 24 27 15 260 i spit on your grave **** 0 30 10 22 210
- 37. www.CatalystDigital.com Sales/Customer Success Email Data Mining http://pshapi.ro/gmailperiscope
- 40. www.CatalystDigital.com Facebook Groups http://pshapi.ro/fbgroupmining Most Commented: “Interesting question for the group: What got you into the horror genre?”
- 42. www.CatalystDigital.com Social: Twitter, etc. http://www.socialmention.com http://pshapi.ro/SemanticKWR Additional Reading on Data Mining Twitter for Keywords:
- 45. www.CatalystDigital.com Auto Suggest: Google, YouTube, etc.
- 51. www.CatalystDigital.com Audience Analysis Audience General Online Population Searched “horror movies” Gender : Male 94,301,612 16,848 Gender : Female 103,442,062 16,975 Individual employment income : $25,000 - 49,999 33,979,134 5,375 Individual employment income : $20,000 - $29,999 18,786,853 3,840 Political outlook : Any liberal 53,261,454 13,403 Movie genre - saw in theater : Action 51,612,270 12,609 Movie genre - saw in theater : Drama 42,704,338 9,182 Movie genre - saw in theater : Adventure 40,936,188 9,778
- 53. www.CatalystDigital.com Facebook Pixel + Analytics
- 57. www.CatalystDigital.com We’re way past Google Keyword Planner!
Editor's Notes
- https://admin2.sli.do/event/suwyjjjx/polls https://wall2.sli.do/event/suwyjjjx
- “Netflix’s data indicated that the same subscribers who loved the original BBC production also gobbled down movies starring Kevin Spacey or directed by David Fincher. Therefore, concluded Netflix executives, a remake of the BBC drama with Spacey and Fincher attached was a no-brainer, to the point that the company committed $100 million for two 13-episode seasons.”
- Produce pilots and have users vote on which to produce as a full series. “Amazon pilot season”
- Most upvoted is John Carpenter, but most commented is Eli Roth
- KPIs matter. Chart mogul looks at engagement
- Alfred Hitchcock was hardly on the board for reddit, but obviously has a very high search volume. Branding vs Pure SEO Acquisition play. George Romero is a happy balance. He’s #2 for both.
- Alfred Hitchcock was hardly on the board for reddit, but obviously has a very high search volume. Branding vs Pure SEO Acquisition play. George Romero is a happy balance. He’s #2 for both.
- Alfred Hitchcock was hardly on the board for reddit, but obviously has a very high search volume. Branding vs Pure SEO Acquisition play. George Romero is a happy balance. He’s #2 for both.
- Most upvoted is John Carpenter, but most commented is Eli Roth
- Most upvoted is John Carpenter, but most commented is Eli Roth
- Alfred Hitchcock was hardly on the board for reddit, but obviously has a very high search volume. Branding vs Pure SEO Acquisition play. George Romero is a happy balance. He’s #2 for both.
- BigQuery-Every month you get a full terabyte of analysis for free.
- Subscribe to a bunch of industry newsletter, filter them to a label, and then analyze their subject matter. Customer service emails might be better.
- ren *.srt *.txt copy *.txt combined.txt <[^>]*>
- Owned + Public Groups Only
- stuff you’re getting impressions for but clicks. SQR reports can also help a bunch.
- stuff you’re getting impressions for but clicks. SQR reports can also help a bunch.
- People who search for just “horror movies” aren’t really fans. They’re hardly seeing the movies in theaters or buying them on blu-ray, and their income is on the low end. We want to get more granular, these searchers aren’t our target audience. HitWise