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CONTENT	  STRATEGY	  MAKE	  DATA	  YOUR	  FRIEND.	  
 |	  @simonpenson	  DATA	  THINKS	  I’M	  A	  FUNNY	  GUY…	  CHICKS	  DIG	  ME!	  
 |	  @simonpenson	  REALITY	  DATA	  	  IS	  NOT	  COOL…	  
 |	  @simonpenson	  BUT	  IT	  IS	  USEFUL!	  	  |	  @simonpenson	  
USEFUL	  =	  	  FRIEND	  	  
HOW	  CAN	  IT	  HELP	  SHAPE	  	  CONTENT	  STRATEGY?	  
NO	  MORE	  GUESSING	  
LET’S	  LOOK	  AT	  SEARCH	  FIRST…	  
IT’S	  NOT	  JUST	  ABOUT	  KEYWORD	  DATA	  ANYMORE	  BUT	  IT	  HELPS	  
SEMANTIC	  PHRASES	  SEMANTICS	  
GOOGLE’S	  HIDDEN	  GEMS	  >	  ONE	  IT’S	  NOT	  JUST	  ABOUT	  KEYWORD	  DATA	  NOW	  AUDIENCE	  
GOOGLE’S	  HIDDEN	  GEMS	  >	  TWO	  SURVEYS	  
GOOGLE’S	  HIDDEN	  GEMS	  >	  THREE	  BIG	  DATA	  
ZANRAN	  BIG	  DATA	  2	  
GOOGLE’S	  HIDDEN	  GEMS	  >	  FOUR	  FIND	  IT	  
ANALYTICS	  >	  CUSTOM	  REPORTS	  ANALYTICS	  
SEARCH	  DATA	  HELPS	  BUT…	  
LET’S	  DIVE	  	  INTO	  SOCIAL	  
THIS	  GUY	  HAS	  GOOGLE	  SCARED…	  
HAS	  BETTER	  DATA…	  
USE	  THIS	  >	  FACEBOOK	  POWER	  EDITOR	  COMBINE	  DATA	  CREATE	  CLUSTERS	  
0%1%2%3%4%5%6%7%8%9%10%131415161718192021222324252627282930313233343536373839404142434445464748495051525354555657585960616...
0%10%20%30%40%50%60%70%80%90%100%Percentage of Audience Who Like Facebook Phones 4uMass Appeal Potential Topics Topics To ...
98928784746864636253514340313023 2215Zazzle Content Index: TV ShowsJersey ShoreIm A CelebrityBritains Got TalentTwo and a ...
AND	  WE	  CAN	  VALIDATE	  EFFECTIVENESS	  
0.00%1.00%2.00%3.00%4.00%5.00%6.00%7.00%8.00%Week 1 Week 2 Week 3 Week 4Weekly EngagementPhones 4u Carphone Warehouse EE	 ...
NOT	  JUST	  ABOUT	  FACEBOOK	  
-­‐	  COGNITIVE	  OTHER	  TOOLS	  -­‐	  FRESH	  WEB	  	  -­‐	  PINALYTICS	  	   	  |	  @simonpenson	  
WHAT	  DO	  WE	  THINK	  OF	  DATA	  NOW?	  
LIFE	  AND	  SOUL	  	  OF	  THE	  PARTY…	  
Simon	  Penson	  	  Zazzle	  Media	  @SIMONPENSON	  WWW.ZAZZLEMEDIA.CO.UK	  SIMON.PENSON@ZAZZLEMEDIA.CO.UK	  DOWNLOAD	  IT...
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Content Marketing Show 2013

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My presentation from Content Marketing Show 2013. It investigates the relationship between data and content as the importance and access to information increases...

Published in: Business, Technology
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Content Marketing Show 2013

  1. 1. CONTENT  STRATEGY  MAKE  DATA  YOUR  FRIEND.  
  2. 2.  |  @simonpenson  DATA  THINKS  I’M  A  FUNNY  GUY…  CHICKS  DIG  ME!  
  3. 3.  |  @simonpenson  REALITY  DATA    IS  NOT  COOL…  
  4. 4.  |  @simonpenson  BUT  IT  IS  USEFUL!    |  @simonpenson  
  5. 5. USEFUL  =    FRIEND    
  6. 6. HOW  CAN  IT  HELP  SHAPE    CONTENT  STRATEGY?  
  7. 7. NO  MORE  GUESSING  
  8. 8. LET’S  LOOK  AT  SEARCH  FIRST…  
  9. 9. IT’S  NOT  JUST  ABOUT  KEYWORD  DATA  ANYMORE  BUT  IT  HELPS  
  10. 10. SEMANTIC  PHRASES  SEMANTICS  
  11. 11. GOOGLE’S  HIDDEN  GEMS  >  ONE  IT’S  NOT  JUST  ABOUT  KEYWORD  DATA  NOW  AUDIENCE  
  12. 12. GOOGLE’S  HIDDEN  GEMS  >  TWO  SURVEYS  
  13. 13. GOOGLE’S  HIDDEN  GEMS  >  THREE  BIG  DATA  
  14. 14. ZANRAN  BIG  DATA  2  
  15. 15. GOOGLE’S  HIDDEN  GEMS  >  FOUR  FIND  IT  
  16. 16. ANALYTICS  >  CUSTOM  REPORTS  ANALYTICS  
  17. 17. SEARCH  DATA  HELPS  BUT…  
  18. 18. LET’S  DIVE    INTO  SOCIAL  
  19. 19. THIS  GUY  HAS  GOOGLE  SCARED…  
  20. 20. HAS  BETTER  DATA…  
  21. 21. USE  THIS  >  FACEBOOK  POWER  EDITOR  COMBINE  DATA  CREATE  CLUSTERS  
  22. 22. 0%1%2%3%4%5%6%7%8%9%10%13141516171819202122232425262728293031323334353637383940414243444546474849505152535455565758596061626364Age Split Of AudienceFacebook Phones 4uCREATE  THIS  >  INSIGHT  
  23. 23. 0%10%20%30%40%50%60%70%80%90%100%Percentage of Audience Who Like Facebook Phones 4uMass Appeal Potential Topics Topics To Avoid  |  @simonpenson  
  24. 24. 98928784746864636253514340313023 2215Zazzle Content Index: TV ShowsJersey ShoreIm A CelebrityBritains Got TalentTwo and a Half MenStrictly Come DancingCoronation StreetOnly Way Is EssexHow I Met Your MotherX FactorMock The WeekGeordie ShoreFamily GuyWalking DeadDexterSpartacusGame of ThronesMad MenDownton AbbeyThis provides content prioritisation basedon interest data  |  @simonpenson  
  25. 25. AND  WE  CAN  VALIDATE  EFFECTIVENESS  
  26. 26. 0.00%1.00%2.00%3.00%4.00%5.00%6.00%7.00%8.00%Week 1 Week 2 Week 3 Week 4Weekly EngagementPhones 4u Carphone Warehouse EE  |  @simonpenson  
  27. 27. NOT  JUST  ABOUT  FACEBOOK  
  28. 28. -­‐  COGNITIVE  OTHER  TOOLS  -­‐  FRESH  WEB    -­‐  PINALYTICS      |  @simonpenson  
  29. 29. WHAT  DO  WE  THINK  OF  DATA  NOW?  
  30. 30. LIFE  AND  SOUL    OF  THE  PARTY…  
  31. 31. Simon  Penson    Zazzle  Media  @SIMONPENSON  WWW.ZAZZLEMEDIA.CO.UK  SIMON.PENSON@ZAZZLEMEDIA.CO.UK  DOWNLOAD  IT  >  SLIDESHARE  READ  IT  >  THE  ZAZZLE  BLOG  THANKS.  AND  FROM  HIM!  

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