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Data and Creativity - A Content Marketing Winning Formula - SASCon 2016

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Stacey MacNaught's SASCon 2016 presentation on Data and Creativity for Content Marketing Success.

Tips, tactics and learnings from 6 years of using data at the heart of content marketing for link building, coverage and citation acquisition.

Published in: Marketing
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Data and Creativity - A Content Marketing Winning Formula - SASCon 2016

  1. 1. DATA & CREATIVITY A WINNING CONTENT FORMULA Stacey MacNaught Tecmark @staceycav
  2. 2. I WAS PART OF A TEAM OF PEOPLE INVOLVED IN THIS DISASTER… @staceycav
  3. 3. @staceycav
  4. 4. @staceycav “WTF IS THAT?” I HEAR YOU ASK…
  5. 5. @staceycav THAT IS A TERRIBLE PICTURE THING WE CALLED AN “INFOGRAPHIC”
  6. 6. @staceycav YES, THERE’S A DINOSAUR ON IT.
  7. 7. @staceycav AND NO, I DON’T KNOW WHY.
  8. 8. @staceycav THIS WAS A LESSON IN HOW NOT TO DO CONTENT.
  9. 9. For the record… @staceycav
  10. 10. For the record… My Nan liked it. @staceycav
  11. 11. THE 5 STAGES OF CONTENT FAILURE. @staceycav
  12. 12. STEP 1. You have this amazing idea. Literally amazing. Possibly after a few beers. @staceycav
  13. 13. STEP 2. You convince your client/boss that this will be the most wonderful piece of content ever and you get the budget. @staceycav
  14. 14. STEP 3. You invest hours/ days (weeks?) into graphics, dev, research, pretty things… @staceycav
  15. 15. STEP 4. You launch your beautiful piece of content and you send emails to as many people as you can. @staceycav
  16. 16. @staceycav AND….
  17. 17. @staceycav
  18. 18. STEP 5. You work out how you are going to salvage something from this… @staceycav
  19. 19. STEP 5. You work out how you are going to salvage something from this… Or apologise and hope it goes away. @staceycav
  20. 20. We had to change. We had to get smarter. @staceycav
  21. 21. THESE DAYS WE’RE DOING STUFF LIKE THIS… @staceycav
  22. 22. Link and citation building with surveys @staceycav
  23. 23. Garden and home security survey @staceycav
  24. 24. British Business Dreamers Survey @staceycav
  25. 25. Browsing for holidays while at work survey @staceycav
  26. 26. An old school one (2014) still working for us…
  27. 27. @staceycav
  28. 28. June 2015 @staceycav
  29. 29. June 2016 @staceycav
  30. 30. 155 more links. @staceycav
  31. 31. 155 more links. NO MORE WORK @staceycav
  32. 32. Link and citation building with proprietary data @staceycav
  33. 33. Quick and low cost coverage, citation and link opportunities @staceycav
  34. 34. Link and citation building with FOI data @staceycav
  35. 35. Quick win local and regional press links @staceycav
  36. 36. Using data to create content that answers questions and wins customers @staceycav
  37. 37. @staceycav
  38. 38. @staceycav
  39. 39. @staceycav Exists only because keyword data suggested a need
  40. 40. All of those examples have something in common. @staceycav
  41. 41. They all have their origins in DATA @staceycav
  42. 42. Winning with data. So, let’s talk about @staceycav
  43. 43. NOT WINNING @staceycav
  44. 44. NOT WINNING @staceycav
  45. 45. WINNING @staceycav
  46. 46. WINNING @staceycav
  47. 47. WINNING @staceycav
  48. 48. Link building with data @staceycav
  49. 49. 100s of projects since 2011 @staceycav
  50. 50. resulted in great coverage and links Most @staceycav
  51. 51. fell completely and painfully flat Some @staceycav
  52. 52. Others… @staceycav
  53. 53. So, we did a bit of analysis… @staceycav
  54. 54. NOBODY REALLY CARES ABOUT DATA @staceycav
  55. 55. DATA, WITHOUT STORIES, IS JUST A LOAD OF OLD NUMBERS @staceycav
  56. 56. @staceycav
  57. 57. What is “good data?” @staceycav
  58. 58. Credible. Good data is…. @staceycav
  59. 59. Timely. Good data is…. @staceycav
  60. 60. Impartial. Good data is…. @staceycav
  61. 61. Transparent source. Good data is…. @staceycav
  62. 62. Where can you get it? @staceycav
  63. 63. £££ Surveys with Responses @staceycav h"ps://directory.esomar.org/
  64. 64. £ Surveys with Responses @staceycav
  65. 65. Freedom of Information @staceycavh"p://www.whatdotheyknow.com
  66. 66. Freedom of Information @staceycavh"p://www.asktheeu.org/
  67. 67. Proprietary Data Examples @staceycavh"ps://jawbone.com/blog/jawbone-up-data-by-city/
  68. 68. Proprietary Data Examples @staceycavh"ps://www.kickstarter.com/year/2014/data?ref=yir2014
  69. 69. If you really can’t source your own data… @staceycav
  70. 70. Existing Public Data @staceycav h"p://www.staCsta.com/
  71. 71. Existing Public Data @staceycav h"ps://www.google.com/publicdata/directory
  72. 72. Existing Public Data @staceycavh"ps://www.gov.uk/government/staCsCcs
  73. 73. Existing Public Data @staceycavh"ps://datahub.io/dataset
  74. 74. Existing Public Data @staceycavh"ps://knoema.com/
  75. 75. BUT… @staceycav News outlets don’t publish “good data.”
  76. 76. @staceycav They publish compelling stories.
  77. 77. @staceycav “To hell with facts! We need stories.” - Ken Kesey
  78. 78. stories. The single biggest job you have with data is to find its best @staceycav
  79. 79. But what makes a good story? @staceycav
  80. 80. •  Timely •  Relevant •  Unexpected •  New •  Close to Home •  Human Interest Good stories are… @staceycav
  81. 81. Timeliness and Relevance @staceycav The reason you don’t pitch Christmas stories in February or money saving tips to Tech Crunch.
  82. 82. Unexpected @staceycav Dog bites man… Not News
  83. 83. Unexpected @staceycav Man bites dog? NEWS! (via @neilbarraclough)
  84. 84. New
  85. 85. Close to Home @staceycav The reason that the Paris attacks got more European coverage than equally deadly atrocities in Africa or the Middle East.
  86. 86. Human Interest @staceycav h"p://www.mediacollege.com/journalism/news/newsworthy.html
  87. 87. The number alone wasn’t publishable… The case studies (people) told the stories. @staceycav
  88. 88. @staceycav The Linkable Asset
  89. 89. @staceycav The reason that a journalist would send their readers to your site.
  90. 90. @staceycav
  91. 91. @staceycav
  92. 92. Disappointment.
  93. 93. @staceycav Sometimes, the linkable asset is simple
  94. 94. Raw data download @staceycav
  95. 95. Supporting visual asset @staceycav
  96. 96. A solution to the problem your story uncovered @staceycav
  97. 97. @staceycav Don’t underestimate promotion budgets and time
  98. 98. We Use…. @staceycav
  99. 99. We Contact Via…. @staceycav •  Email •  Social Media •  Phone
  100. 100. We Contact Via…. @staceycav •  Email •  Social Media •  Phone •  Whichever method our contact prefers
  101. 101. A Concise Version of our Process @staceycav
  102. 102. A FEW TIPS (FROM A LOT OF EXPERIMENTING) @staceycav
  103. 103. Buy consultancy time from someone working in journalism right now. @staceycav
  104. 104. Sanity check your story before you invest too heavily in promotion or assets @staceycav
  105. 105. And then sanity check throughout… @staceycav
  106. 106. @staceycav
  107. 107. @staceycav
  108. 108. Have a backup plan Multiple questions/data items @staceycav
  109. 109. Don’t launch without a linkable asset @staceycav
  110. 110. Success or failure… measure, record, analyse and learn. @staceycav
  111. 111. stacey.macnaught@tecmark.co.uk

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