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Data-Driven Content
                               Ian Lurie
                               @portentint




copyright 2011 Portent, Inc.                 portent.com
WHY IS CONTENT ALWAYS
SO AWFUL?
“I DON’T KNOW WHAT TO WRITE!!!”
“I’LL GIVE YOU MORE BUDGET WHEN
YOU PROVE IT EARNS US MONEY.”
Oy
GRRRRRRRRRR
Site-wide ranking.
Competition.
GREAT CONTENT IS NO
LONGER OPTIONAL.
DATA-DRIVEN
CONTENT
DATA-DRIVEN
CONTENT
STRATEGY
MEASURE
FIND OPPORTUNITIES
RESEARCH SUBJECT MATTER
STACK THE DECK
DOCUMENT EVERYTHING
MEASURE
Is anyone reading this stuff?
CRAZYEGG.COM
SCROLL MAP
LOTS OF ATTENTION




                    LESS ATTENTION
A LOT OF
‘SCANNING’
CONTENT EFFICIENCY REPORT: AVINASH KAUSHIK
Data Driven Content
Data Driven Content
http://portent.co/ak-coolness
Data Driven Content
FIND OPPORTUNITIES
Find the easy wins.
NOT
PROVIDED
Data Driven Content
ARGH!!!!!
PERSONALIZATION
I got not
provided
Data Driven Content
Bleah
Nice average position
Decent CTR
And some clicks
Good!!!
Bad!!!
Query
  Content
+ Bounce rate
  Intent
Data Driven Content
Generalities
Smart-assery
Fail
Conclusion: Get specific. Write a
real proposal template.
How competitive?
Not bad
SEOMOZ SERP overlay
Egads.
But maybe... Just maybe...
It’s not about
  rankings!!!

   But maybe... Just maybe...
Expand
Data Driven Content
Document
Data Driven Content
DOCUMENT
DOCUMENT
DOCUMENT
RESEARCH
SUBJECT MATTER
What’s everyone talking about?
Take a gander at the Googles!
Shouldn’t take more than 5 minutes.
Fail
Assemble a corpus
Kor - PUS
Record
google.com/alerts
Data Driven Content
Data Driven Content
Record
other search results
Data Driven Content
Data Driven Content
Data Driven Content
Record
Twitter
Grab Twitter
search.twitter.com/search.atom?q=seo
Record
Favorite blogs
   Alltop
Analyze
Data Driven Content
Data Driven Content
Data Driven Content
WORDLE.NET
Important!!!!
Data Driven Content
Mobile SEO, anyone?
Tablets?
DON’T BE A:
google.com/insights/search/
Draw conclusions
 Brain required
Brainstorm headlines
   Brain required
Data Driven Content
DOCUMENT
EVERYTHING
LESSONS
DOCUMENT
EVERYTHING
Brain   required
Data Driven Content
MARKETING = WORK
This certificate entitles
the bearer to kick the
crap out of multi-billion
dollar competitors with
little or no effort.
Don’t be a
Data Driven Content
MEASURE
FIND OPPORTUNITIES
RESEARCH SUBJECT MATTER
STACK THE DECK
Q&A time


                               portent.co/data-content

                                     Ian Lurie
                                 ian@portent.com
                                    @portentint




                                                                      portent.com
copyright 2011 Portent, Inc.                             conversationmarketing.com

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