WHO	
  is	
  king?	
  Content	
  or	
  Big	
  Data?	
  
You	
  are	
  in	
  for	
  a	
  
TREAT!	
  
Pam	
  Didner	
  
	
  
Global	
  Integrated	
  Marke;ng	
  Manager	
  
@PamDidner	
  
I	
  have	
  a	
  
	
  	
  	
  
SECRET!	
  	
  
	
  
The Secret to Using BIG
DATA to Improve Content
Marketing is…
TANGRAM!!	
  
 
I	
  am	
  not	
  kidding	
  
NO	
  
Just	
  a	
  few	
  pieces	
  
create	
  infinite	
  
POSSIBILITIES	
  
View	
  each	
  	
  
PUZZLE	
  PIECE	
  
	
  as	
  an	
  
	
  abstract	
  data	
  
point	
  
Put	
  the	
  	
  
ABSTRACT	
  	
  
data	
  points	
  
together	
  
Turn	
  
ABSTRACT	
  
to	
  	
  	
  
CONCRETE	
  
 It’s	
  called	
  
INSIGHT	
  
your	
  content	
  marke;ng	
  effort	
  
DRIVE
Use	
  insight	
  to	
  
That’s	
  
	
  REALLY	
  
it!	
  
First,	
  let’s	
  turn	
  
Big	
  Data	
  	
  
into	
  something	
  
CONCRETE	
  
External	
  
Internal	
  
Structured	
   Unstructured	
  
Define	
  BIG	
  DATA	
  
Data	
  Type	
  
Data	
  Source	
  
Fin...
Now,	
  let’s	
  turn	
  
Content	
  Marke;ng	
  
	
  into	
  something	
  
CONCRETE	
  
Content	
  
Planning	
  
Content	
  	
  
CreaGon	
  
Content	
  
AmplificaGon	
  
Content	
  
Measurement	
  
Let’s	
  DEFI...
Content	
  
Planning	
  
Content	
  	
  
CreaGon	
  
Content	
  
AmplificaGon	
  
Content	
  
Measurement	
  
Let’s	
  DEFI...
Map	
  CONTENT	
  MARKETING	
  groups	
  
with	
  BIG	
  DATA	
  boxes	
  
Content	
  
Planning	
   Content	
  	
  
CreaGo...
Step	
  1:	
  
Define	
  what	
  
you	
  want	
  to	
  	
  
SOLVE	
  
Q:	
  Which	
  FORMATS	
  of	
  content	
  
work	
  for	
  specific	
  social	
  media	
  channels?	
  
	
  
The	
  ques;on	
  falls	
  into:	
  
	
  CREATION	
  and	
  AMPLIFICATION	
  
	
  
Content	
  
Planning	
   Content	
  	
 ...
Step	
  2:	
  
Know	
  your	
  
knowns	
  and	
  
UNKNOWNS	
  
•  Current	
  long	
  form	
  content	
  
and	
  videos	
  don’t	
  get	
  much	
  
pick-­‐up	
  from	
  social	
  media	
...
•  Ideal	
  format	
  op;ons	
  for	
  
social	
  media	
  channels?	
  
•  Which	
  keywords	
  
resonate	
  with	
  IT	
...
Step	
  3:	
  
Choose	
  
appropriate	
  
TOOLS	
  
	
  from	
  different	
  
quadrants	
  
 	
  
	
  
	
  
	
   	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  $
Quant.
Research:
On-line Survey
Targeted IT
Managers
Sprink...
Pulling	
  data	
  from	
  mul;ple	
  quadrants	
  will	
  
produce	
  CONFLICTING	
  DATA	
  
 	
  
	
  
	
  
	
   	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  $
IT managers prefer
long form content
Short form content
per...
 	
  	
  	
  	
  	
  	
  Conflic;ng	
  DATA?	
  
	
  
	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   	
   	
   	...
Step	
  5:	
  	
  
Drawn	
  Assump;ve	
  
Insights	
  
•  Exis;ng	
  content	
  needs	
  to	
  be	
  
shortened	
  and	
  ...
Derived	
  	
  
BEST	
  PracGces	
  
•  Op;mize	
  social	
  media	
  
post	
  frequency	
  
•  Funnel	
  social	
  conten...
So,	
  Which	
  FORMATS	
  of	
  content	
  
work	
  for	
  specific	
  social	
  media	
  
channels?	
  
	
  
It	
  depends…	
  
Blogs	
  &	
  
Discussions	
  
White	
  
Paper	
  
Infographics	
  
Graphs	
  
Images	
  
Data	
  
	
  ...
Community	
  Trends	
  –	
  July	
  2012–July	
  2013	
  
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
IT Peer Networ...
Twider	
  Trends	
  –	
  January–July	
  2013	
  
37
n@IntelITS n@IntelvPro n@IntelhealthIT
0
1,000
2,000
3,000
4,000
5...
KEY	
  TAKEAWAY	
  
•  Dis;ll	
  Big	
  Data	
  from	
  Abstract	
  
to	
  Concrete	
  
•  Follow	
  the	
  Five-­‐Step	
 ...
But,
Wait!
WHO	
  is	
  king?	
  Content	
  or	
  Big	
  Data?	
  
Content	
  is	
  	
  
KING	
  	
  
Crea;ve	
  is	
  
QUEEN	
  
Big	
  Data	
  is	
  the	
  
KNIGHT	
  
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Use Big Data to Improve Content Marketing

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Use big data to improve content marketing presentation by Pam Didner at Content Marketing World 2013.

Published in: Technology, Business

Use Big Data to Improve Content Marketing

  1. 1. WHO  is  king?  Content  or  Big  Data?  
  2. 2. You  are  in  for  a   TREAT!  
  3. 3. Pam  Didner     Global  Integrated  Marke;ng  Manager   @PamDidner  
  4. 4. I  have  a         SECRET!      
  5. 5. The Secret to Using BIG DATA to Improve Content Marketing is…
  6. 6. TANGRAM!!  
  7. 7.   I  am  not  kidding   NO  
  8. 8. Just  a  few  pieces   create  infinite   POSSIBILITIES  
  9. 9. View  each     PUZZLE  PIECE    as  an    abstract  data   point  
  10. 10. Put  the     ABSTRACT     data  points   together  
  11. 11. Turn   ABSTRACT   to       CONCRETE  
  12. 12.  It’s  called   INSIGHT  
  13. 13. your  content  marke;ng  effort   DRIVE Use  insight  to  
  14. 14. That’s    REALLY   it!  
  15. 15. First,  let’s  turn   Big  Data     into  something   CONCRETE  
  16. 16. External   Internal   Structured   Unstructured   Define  BIG  DATA   Data  Type   Data  Source   Financials   Inventory   Census Data Real  Estate  Records   Credit  History   Travel  History   Web  Feeds   Text  Documents   Web  profiles   Sensor  Data   Credit  history   Real  Estate  History   Census  Data   Travel  History   Financials   Inventory   Web  Feeds   Text  Documents   Sensor  Data  
  17. 17. Now,  let’s  turn   Content  Marke;ng    into  something   CONCRETE  
  18. 18. Content   Planning   Content     CreaGon   Content   AmplificaGon   Content   Measurement   Let’s  DEFINE  Content  Marke;ng  
  19. 19. Content   Planning   Content     CreaGon   Content   AmplificaGon   Content   Measurement   Let’s  DEFINE  Content  Marke;ng       -­‐  Strategy   -­‐  Audience   analysis   -­‐  Audit     -­‐  Editorial   Insight   -­‐  Calendar   -­‐  Story  line   -­‐  ProducGon   -­‐  On-­‐domain   publicaGon   -­‐  Off-­‐domain   syndicaGon   -­‐  Content  CuraGon   -­‐  Quality  vs.  quanGty   -­‐  Sales  Conversion   -­‐  CRM   -­‐  Content   Downloads/  Views  
  20. 20. Map  CONTENT  MARKETING  groups   with  BIG  DATA  boxes   Content   Planning   Content     CreaGon   Content   AmplificaGon   Content   Measurement                                                  
  21. 21. Step  1:   Define  what   you  want  to     SOLVE  
  22. 22. Q:  Which  FORMATS  of  content   work  for  specific  social  media  channels?    
  23. 23. The  ques;on  falls  into:    CREATION  and  AMPLIFICATION     Content   Planning   Content     CreaGon   Content   AmplificaGon   Content   Measurement                                                  
  24. 24. Step  2:   Know  your   knowns  and   UNKNOWNS  
  25. 25. •  Current  long  form  content   and  videos  don’t  get  much   pick-­‐up  from  social  media   channels   •  History  of  content  downloads   on  several  social  media   channels   •  Target  Audience:  IT  managers   •  Social  Media  Channels:   TwiZer,  IT  Media  Sites,   LinkedIn,  Intel  IT  Community   KNOWNS   Which  FORMATS   of  content  work   for  specific  social   media  channels?    
  26. 26. •  Ideal  format  op;ons  for   social  media  channels?   •  Which  keywords   resonate  with  IT   managers?   •  Social  media  reach   UNKNOWNS  
  27. 27. Step  3:   Choose   appropriate   TOOLS    from  different   quadrants  
  28. 28.                              $ Quant. Research: On-line Survey Targeted IT Managers Sprinklr, Twitter, LinkedIn Sysomos, Omniture Interview our Customers EXAMPLES  of  tools  chosen   from  mul;ple  quadrants  
  29. 29. Pulling  data  from  mul;ple  quadrants  will   produce  CONFLICTING  DATA  
  30. 30.                              $ IT managers prefer long form content Short form content performs better on social media channels Not interested in receiving info. Via social media channels Examples  of  CONFLICTING  DATA   from  mul;ple  quadrants  
  31. 31.              Conflic;ng  DATA?                                                                                                Step  4:                  TEST    your  hypothesis                      and  op;mize    
  32. 32. Step  5:     Drawn  Assump;ve   Insights   •  Exis;ng  content  needs  to  be   shortened  and  CUSTOMIZED     for  different  social  media   channels   •  Channel  SPECIFIC    copy  is   essen;al   •  Videos/visuals/images  draw   engagement  
  33. 33. Derived     BEST  PracGces   •  Op;mize  social  media   post  frequency   •  Funnel  social  content   development  and   distribu;on  through  a   single  source     •  Host  weekly  social   media  editorial  mee;ng  
  34. 34. So,  Which  FORMATS  of  content   work  for  specific  social  media   channels?    
  35. 35. It  depends…   Blogs  &   Discussions   White   Paper   Infographics   Graphs   Images   Data    Snacks   PowerPoint   Video  &     Audio   Review  ExisGng  Content   Customize  content  format  (short  form  and  digesGble)   Customize  copy  wriGng  for  social  media  channels   Facebook   LinkedIn   TwiZer   Community   Slideshare   YouTube  &   More  
  36. 36. Community  Trends  –  July  2012–July  2013   0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 IT Peer Network 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 Healthcare nPage Views nVisits nUnique Visitors Focus on TRENDING, not one point at a time. Analyze PEAKS and VALLEYS; EBB and FLOW.
  37. 37. Twider  Trends  –  January–July  2013   37 n@IntelITS n@IntelvPro n@IntelhealthIT 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Total Followers 0 100 200 300 400 500 600 700 800 900 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Followers Added 0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Total Potential Reach Source: Simply Measured
  38. 38. KEY  TAKEAWAY   •  Dis;ll  Big  Data  from  Abstract   to  Concrete   •  Follow  the  Five-­‐Step  Process   •  Tes;ng  and  Op;miza;on   NEVER  END…                  
  39. 39. But, Wait!
  40. 40. WHO  is  king?  Content  or  Big  Data?  
  41. 41. Content  is     KING    
  42. 42. Crea;ve  is   QUEEN  
  43. 43. Big  Data  is  the   KNIGHT  

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