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Put Your Data To Work: Ways to Uncover Content Ideas That Deliver #ConfluenceCon 2017

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Moving past a raw creative process or a pure search volume driven content strategy for SEO. From ConfluenceConference 2017 in Oklahoma City.

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Put Your Data To Work: Ways to Uncover Content Ideas That Deliver #ConfluenceCon 2017

  1. 1. Put Your Data to Work WAYS TO UNCOVER CONTENT IDEAS THAT DELIVER Paul Shapiro, Directory of Strategy & Innovation-Technical SEO, Catalyst @fighto
  2. 2. www.CatalystDigital.com SEOs are too reliant on Keyword Planner
  3. 3. ABOUT Paul Shapiro CatalystDigital.com @CatalystSEM @fighto
  4. 4. www.CatalystDigital.com Who is your favorite content producer? Slido.com #conflucon
  5. 5. http://pshapi.ro/nflixtorrent
  6. 6. www.CatalystDigital.com http://pshapi.ro/netflixbigd BBC House of Cards + Kevin Spacey + David Fincher = $100 million for 2x 13-episode seasons...
  7. 7. http://pshapi.ro/amzpilot
  8. 8. 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
  9. 9. Organic Search Social Media Paid Search
  10. 10. Organic Search Social Media Paid Search KING
  11. 11. Organic Search Social Media Paid Search KING
  12. 12. Organic Search Social Media Paid Search Cornerstone
  13. 13. How can we do it?
  14. 14. www.CatalystDigital.com
  15. 15. 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>
  16. 16. 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
  17. 17. 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
  18. 18. www.CatalystDigital.com Branding Organic Traffic
  19. 19. www.CatalystDigital.com
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. www.CatalystDigital.com More Reddit Insights
  25. 25. www.CatalystDigital.com More Reddit Insights https://www.reddit.com/domain/{CompetitorDomain.com}/top/
  26. 26. www.CatalystDigital.com More Reddit Insights https://www.trackreddit.com
  27. 27. www.CatalystDigital.com Google BigQuery, 3 Billion Reddit Comments http://pshapi.ro/bigqueryredcom
  28. 28. www.CatalystDigital.com More Reddit Insights http://pshapi.ro/redditspacy
  29. 29. www.CatalystDigital.com Niche-Community Data Mining: FAQFox http://pshapi.ro/faqfoxex
  30. 30. www.CatalystDigital.com BuzzSumo
  31. 31. www.CatalystDigital.com BuzzSumo DO IT BETTER!
  32. 32. 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!
  33. 33. www.CatalystDigital.com SEMRush Gap Analysis
  34. 34. 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
  35. 35. www.CatalystDigital.com No Brainers!
  36. 36. www.CatalystDigital.com Sales/Customer Success Email Data Mining http://pshapi.ro/gmailperiscope
  37. 37. www.CatalystDigital.com Blog Comments http://pshapi.ro/chromescrape
  38. 38. www.CatalystDigital.com YouTube CC http://pshapi.ro/youtubesrt
  39. 39. www.CatalystDigital.com Facebook Groups http://pshapi.ro/fbgroupmining Most Commented: “Interesting question for the group: What got you into the horror genre?”
  40. 40. www.CatalystDigital.com Slideshare
  41. 41. www.CatalystDigital.com Social: Twitter, etc. http://www.socialmention.com http://pshapi.ro/SemanticKWR Additional Reading on Data Mining Twitter for Keywords:
  42. 42. www.CatalystDigital.com http://pshapi.ro/SemanticKWR
  43. 43. www.CatalystDigital.com Google Trends http://pshapi.ro/pytrends
  44. 44. www.CatalystDigital.com Auto Suggest: Google, YouTube, etc.
  45. 45. www.CatalystDigital.com Auto Suggest: Pinterest
  46. 46. www.CatalystDigital.com Instagrok
  47. 47. www.CatalystDigital.com Quora
  48. 48. www.CatalystDigital.com Search Console
  49. 49. 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
  50. 50. www.CatalystDigital.com Analytics
  51. 51. www.CatalystDigital.com Facebook Pixel + Analytics
  52. 52. www.CatalystDigital.com Google Display Planner
  53. 53. www.CatalystDigital.com Bing Ads Intelligence
  54. 54. www.CatalystDigital.com Survey
  55. 55. www.CatalystDigital.com We’re way past Google Keyword Planner!
  56. 56. CatalystDigital.com Paul Shapiro https://searchwilderness.com @fighto Thanks!

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