Backed with Data: How We Can Use Data to Create Compelling Content

Rohin Dhar, Priceonomics

Marketing

@newscred
Keynote: Backed with Data – How We Can
Use Data to Create Compelling Content
Rohin Dhar, Founder + CEO,
Priceonomics

What is Priceonomics
We help companies turn
their data into content
marketing that spreads

What are your goals?
•  Press hits
•  Traffic
•  SEO
•  Become an “industry expert”
•  Customer leads
Make, Measure & Distribute

Interesting
Information
Information that
helps your
company
Why does content marketing fail?

Information is currency
Helps a
reporter
Helps you
out
Doesn’t help you
out
Creates work
for the
reporter
Traditional
PR
Information
Marketing
PR crisis
Investigative
report

What is a data story?
“Bookings at Trump Hotels Plummet”

The key questions
What interesting data is a byproduct of your
business?
What do you know that is valuable to other
people?
Will it help journalists do their jobs of
producing popular content?

Data: 40 hours per article
What are some common themes of data stories?

A trend people care about
Ah, San Francisco is so expensive!

Confirming an existing bias
Give people data for a story they are looking to say.

Distribution: chasing “The Bump”
•  Nothing happens at all till a critical mass of
people see it
•  The Bump happens
•  Everything good that can possibly happen
from that content, will happen after that

Content Distribution Channels
•  Journalists: 50 journalists who’d be
interested in your content
•  Supernodes: Reddit, Hacker News, Digg,
Metafilter, Product Hunt
•  Roundups: NextDraft, MediaREDEF
Before you start writing, decide what channel

Measure everything: success breeds success
Traffic, links, shares, conversions

The checklist
•  Will this be newsworthy and help journalists
do their jobs?
•  What channel will this be popular on?
•  What’s the one nugget people can take
away?

@newscred
MASTER CONTENT MARKETING WITH
#ThinkContent University
Get over six hours of premium content
free with promo code: TCSummit16*
Regularly $895; expires June 17, 2016
insights.newscred.com/thinkcontent-u

The Content Marketing Imperative #MPOMMA #IWNY This was one of the key stats that really seemed to resonate with the audience I spoke to this morning at #MPOMMA #IWNY. I was thrilled to kick off the day as the opening keynote. And although I was competing with the mayor of NY, Bill de Blasio on another #IWNY stage, the audience filled the Media Post Theater at OMMA Native #MPOMMA. My job was to set the stage for the discussion on Native Advertising. I asked “Why are we talking about Native Advertising?” And the answer is because digital, social and mobile access has changed the world. Marketing has become highly ineffective because consumers can now tune us out. What do they tune in to? Stories. Stories that connect on a human and emotional basis. I also provided an overview of the journey we’ve taken and some of the native advertising we’ve tested. Check out my slides here:

Buyers today are more informed than ever. They use more information sources than ever, and social media to make informed decisions. Content Marketing is catching more and more attention from players like Coca Cola, Cisco, but also Google. Content Marketing is transforming from an art to a science. The combination of technology and content is becoming a powerful tool in the toolbox of marketers. What are the big trends fueling this idea of content marketing becoming more and more a science?

Inbound Publishers Summit 2015 Recap

The world of publishing has changed. We gathered some of the countries top media-minded experts to share their hard-won best practices for growing digital audiences, targeting content and advertiser offers to audience segments, acquiring advertisers, and ultimately growing revenue and margins using inbound. The presentations from the day have been combined here for your convenience. To learn more, join the ongoing conversation at http://inbound.org/group/inbound-publishing

Mapping Content To The Buyer Journey

Inbound Marketing Week 2015 [#IMW15]

The Content Marketing Imperative For The Argyle Executive Club

5 Trends That Will Drive Marketing in 2015HubSpot

ThinkContent London 2017: Neil Barlow, NewsCred

Heather Eng

MarketingSherpa Media Center at IRCE

MarketingSherpa

How To Create B2B Content That Converts

How To Measure The ROI of Content Marketing

Salted Stone and HubSpot: A Partner Program Story

When ABM & Content Collide: How to Build an Account-Based Content Strategy

The Rise of Attention Based Marketing: How to Turn Attention into Meaningful ...

What is “Inbound Marketing?”

Bluleadz

Grow with HubSpot - Sydney Event Deck

B2B Content Marketing: Overcoming Challenges and Avoiding Common Pitfalls

circle S studio

The (Content) Formula Formula For Marketing ROI

BuzzSumo Content Marketing Masterclass - ROI

Get Scrappy: Smarter Digital Marketing for Businesses Big and Small

Marketo

How to Increase Conversions With Marketing Personalization

For today’s buyers, mass marketing tactics come across as nothing more than just another business vying for attention in a crowded internet. The only messages that stand out are the ones that speak directly to the people you’re trying to reach—who they are, where they’re coming from and what they really want. One-to-One Marketing, or personalized marketing, is the future of how companies will communicate with customers. In this presentation, Salesforce's Mathew Sweezey, author of Marketing Automation for Dummies, explains how to go beyond audience segmentation and start implementing true marketing personalization.

This is How Priceonomics Gets 1 Million Visitors to its Blog Per Month

Spark Capital

Wng R Deigh Ppt Presentation Sept 24 Finalrdeigh

What's hot

The Rise of Smart Content Marketing

Tom De Baere

Inbound Publishers Summit 2015 Recap

Mapping Content To The Buyer Journey

Inbound Marketing Week 2015 [#IMW15]

The Content Marketing Imperative For The Argyle Executive Club

5 Trends That Will Drive Marketing in 2015HubSpot

ThinkContent London 2017: Neil Barlow, NewsCred

Heather Eng

MarketingSherpa Media Center at IRCE

MarketingSherpa

How To Create B2B Content That Converts

How To Measure The ROI of Content Marketing

Salted Stone and HubSpot: A Partner Program Story

When ABM & Content Collide: How to Build an Account-Based Content Strategy

The Rise of Attention Based Marketing: How to Turn Attention into Meaningful ...

What is “Inbound Marketing?”

Bluleadz

Grow with HubSpot - Sydney Event Deck

B2B Content Marketing: Overcoming Challenges and Avoiding Common Pitfalls

circle S studio

The (Content) Formula Formula For Marketing ROI

BuzzSumo Content Marketing Masterclass - ROI

Get Scrappy: Smarter Digital Marketing for Businesses Big and Small

Marketo

How to Increase Conversions With Marketing Personalization

What's hot (20)

The Rise of Smart Content Marketing

Inbound Publishers Summit 2015 Recap

Mapping Content To The Buyer Journey

Inbound Marketing Week 2015 [#IMW15]

The Content Marketing Imperative For The Argyle Executive Club

5 Trends That Will Drive Marketing in 2015

ThinkContent London 2017: Neil Barlow, NewsCred

MarketingSherpa Media Center at IRCE

How To Create B2B Content That Converts

How To Measure The ROI of Content Marketing

Salted Stone and HubSpot: A Partner Program Story

When ABM & Content Collide: How to Build an Account-Based Content Strategy

The Rise of Attention Based Marketing: How to Turn Attention into Meaningful ...

What is “Inbound Marketing?”

Grow with HubSpot - Sydney Event Deck

B2B Content Marketing: Overcoming Challenges and Avoiding Common Pitfalls

The (Content) Formula Formula For Marketing ROI

BuzzSumo Content Marketing Masterclass - ROI

Get Scrappy: Smarter Digital Marketing for Businesses Big and Small

How to Increase Conversions With Marketing Personalization

Similar to Backed with Data: How We Can Use Data to Create Compelling Content

This is How Priceonomics Gets 1 Million Visitors to its Blog Per Month

Spark Capital

Wng R Deigh Ppt Presentation Sept 24 Finalrdeigh

Database Restoration: How to Revive Dead Leads and Generate New Ones.pdf

Aggregage

Where Data and Story Meet - Building the Data Storytelling Capability

Randa McMinn

Data is rapidly transforming the way companies are transacting and engaging with customers. Gone are the days of not having enough data, now we are being inundated with too much data and are struggling to find ways to make sense of it. As a business leader, especially in the roles of data science and marketing, your success is heavily reliant on making sense of data, so it is becoming imperative to build and nurture a great data storytelling capability. In this piece, we explore the increasing demands in skillsets for the modern data scientist and marketer. Further, we explore the mindset of data scientists and whether or not that mindset differs from a group of analytics professionals who have been identified as great data storytellers. We also reveal different ways to build the data storytelling capability.

Where_Data_and_Story_MeetHunter Whitney

Laying the Groundwork: The Who, What, and Why of Your Content Marketing Strategy

TrafficPRM

Big Data vs. Creativity

Uwe Hook

The Content Marketing Imperative - Michael Brenner, Head of Strategy, NewsCred

Data Science Council of America

Content mattersSkye Doherty

How to Boost Your Content Marketing Efforts

Scripted.com

More companies are turning to content marketing to generate awareness, trust, and ultimately new customers. However, setting your company and team up for success takes a lot of work – starting with a clear strategy. In this webinar, Scripted’s CRO, JD Peterson, spoke on how companies can boost their content marketing. Focusing on four key areas, listeners learned about how to know their audience, set their team up for success, determine publishing quantity, and measure results.

Thinking inside the box: data permission strategies - 18 NovemberRachel Aldighieri

Thinking inside the box data permission strategies - Wednesday 18 November

Rachel Aldighieri

Importance of Data-Driven Storytelling Data Analysis &amp Visual Narratives.pdf

Secrets to Newsworthy Content

Andy Miller

SMPS MIXStephanie Brown

Creating Journalistic Content: Intelligent Content Conference 2014 (Jon Wuebben)

Jon Wuebben

Daniel Tisch - The Future of PR

Norsk kommunikasjonsforening

In this era of endless content, fake news and a loss of trust, what are the risks facing ethical public relations professionals, and their clients and employers? What are the opportunities? This informative talk will focus on the present and future of technological, trending, and expanding opportunities (and potential complications) within the realm of PR, as well as how industry professionals can make the most of what's around the corner in PR and communications.

Snapp Conner PR Leveraging PR for SalesClayton Blackham

B2B Social Media

RLFComm

A Beginner's Guide to Content Marketing

Bob Crawshaw

Similar to Backed with Data: How We Can Use Data to Create Compelling Content (20)

This is How Priceonomics Gets 1 Million Visitors to its Blog Per Month

Wng R Deigh Ppt Presentation Sept 24 Final

Database Restoration: How to Revive Dead Leads and Generate New Ones.pdf

Where Data and Story Meet - Building the Data Storytelling Capability

Where_Data_and_Story_Meet

Laying the Groundwork: The Who, What, and Why of Your Content Marketing Strategy

Big Data vs. Creativity

The Content Marketing Imperative - Michael Brenner, Head of Strategy, NewsCred

Content matters

How to Boost Your Content Marketing Efforts

Thinking inside the box: data permission strategies - 18 November

Thinking inside the box data permission strategies - Wednesday 18 November

Importance of Data-Driven Storytelling Data Analysis &amp Visual Narratives.pdf

Secrets to Newsworthy Content

SMPS MIX

Creating Journalistic Content: Intelligent Content Conference 2014 (Jon Wuebben)

Daniel Tisch - The Future of PR

Snapp Conner PR Leveraging PR for Sales

B2B Social Media

A Beginner's Guide to Content Marketing

More from NewsCred

Content Marketing in the Performance Era: NewsCred's Shafqat Islam

The Art of Data: Spotify

The Science of Storytelling: The Infatuation

The Marketing Revolution: National Geographic

Creating Content for Community and Culture: adidas

The Science of Storytelling: Aktana

The Science of Storytelling: BNY Mellon

Webinar: How NewsCred Does Content Marketing 2017

In today's digital landscape, it's harder than ever to get your message out. So how can you ensure that your content marketing efforts will reach your target audience and drive indisputable business results? In this webinar, NewsCred's Liam Moroney, Program Director, and Heather Eng, Managing Editor, will answer that question. They'll share in-depth details about how NewsCred does content marketing and how you can tailor their best practices to fit your own program.

The Quest for the Holy Grail of Content

The Future of Media and the Impact on Content

Going Global: Mastering a Cross-Regional Content Marketing Strategy

Using New Approaches to Content to Steward a Brand that Never Stands Still

Hussain’s House: Using Content to Connect with Millennials

Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)

Innovation Applied to B2B Content Marketing

How Unilever has Mastered the Art of Storytelling to Capture our Hearts and B...

Reaching a New Generation: How to Effectively Use Content to Capture the Atte...

Church, State, and the Future of VR: How the NewYork Times is Advancing Virtu...

IBM's Strategies for Harnessing Brand Advocates for Content

How NewsCred does content marketing