How to be the smartest marketer in the room? Treat every piece of content as an experiment, learn from your content marketing experiments.

1. Darwin Analytics
To be the smartest marketer in the room.

2. Darwin Analytics:
Dashboard for content marketers
to learn from their content
marketing experiments.

4. Ten years ago…

6. Today…

8. Marketing is more complicated
than ever before.

9. MORE COMPLICATED THAN EVER.
• From 1 to 5 channels.
Websites, blogs, a mailinglist, social media.
There’s not a channel you can afford not to use.
• From 1 to 20 content pieces a week.
Every channel has it’s own pace. But you can’t be on
Twitter without a daily tweet. Or have a blog without
posting three items a week.
• From 2 to 80 important metrics.
Every piece of content you publish has on average 4
important metrics attached to it. How many people saw,
liked, shared, commented on your content? It all matters.

10. Marketing is changing faster
than ever before.

11. CHANGING FASTER THAN EVER.
• A new channel every six months.
Who heard about snapchat a year ago? And when did
Pinterest suddenly pop up? Maybe we should try YO, our
target audience seems to use it.
• Channels changing constantly.
Google updates the search algorithm. Twitter decides to
turn favorites into retweets. Facebook changes edgerank.
All the while, you need to keep up.
• No-one can teach you.
The SEO guru you spoke last week, learned you some
things that aren’t applicable anymore. The Facebook
manual you read yesterday is already outdated.

12. How can you win?

13. How can you become
the smartest marketer
in the room?

14. Every piece of content is
an experiment.

15. Write
Measure
Learn

16. 1/3
!
Organize all your content efforts.

17. 2/3
!
Score all your content efforts.

18. 3/3
!
Learn from your experiments.

19. HOW TO BE THE SMARTEST MARKETER IN THE ROOM
• Organize all your content efforts.
Bring all your content marketing efforts together in one
place. Organize them in topics, campaigns, content
types.
• Score all your content efforts.
Determine what a successful piece of content looks like.
Which metrics prove success? Score all your content
efforts accordingly.
• Learn from your experiments.
Because you perform huge amounts of organized
experiments, you can actually learn from them. Which
topics work for a specific campaign? Which content types
perform better for a certain topic?

20. Write
Measure
Learn

22. Pssst…

23. September 25th - Evolution Event #2
darwinanalytics.com/event

24. Thank you

25. Questions?
Anthony Bosschem
anthony@darwinanalytics.com