use big data to improve content marketing

WHO  is  king?  Content  or  Big  Data?  

You  are  in  for  a  TREAT!  

Pam  Didner  

Global  Integ

rated  Marke;n

g  Manager  

@PamDidner  

I  have  a        SECRET!      

The Secret to Using BIG DATA to Improve Content

Marketing is…

TANGRAM!!  

 I  am  not  kidding  

NO  

Just  a  few  pieces  create  infinite  

POSSIBILITIES  

View  each    PUZZLE  PIECE  

 as  an    abstract  data  

point  

Put  the    ABSTRACT    data  points  together  

Turn  ABSTRACT  

to      CONCRETE  

 It’s  called  INSIGHT  

your  content  marke;ng  effort  

DRIVE Use  insight  to  

That’s  

 REALLY  it!  

First,  let’s  turn  Big  Data    

into  something  CONCRETE  

External  

Internal  

Structured   Unstructured  

Define  BIG  DATA  

Data  Type  

Data  Source  

Financials  

Inventory  

Census Data

Real  Estate  Records  

Credit  History  

Travel  History  

Web  Feeds  

Text  Documents  Web  profiles  

Sensor  Data  

Credit  history  

Real  Estate  History   Census  Data  

Travel  History  

Financials  

Inventory   Web  Feeds  

Text  Documents  

Sensor  Data  

Now,  let’s  turn  Content  Marke;ng    into  something  CONCRETE  

Content  Planning  

Content    CreaGon  

Content  AmplificaGon  

Content  Measurement  

Let’s  DEFINE  Content  Marke;ng  

Content  Planning  

Content    CreaGon  

Content  AmplificaGon  

Content  Measurement  

Let’s  DEFINE  Content  Marke;ng  

   -­‐  Strategy  -­‐  Audience  

analysis  -­‐  Audit  

 -­‐  Editorial  

Insight  -­‐  Calendar  -­‐  Story  line  -­‐  ProducGon   -­‐  On-­‐domain  

publicaGon  -­‐  Off-­‐domain  

syndicaGon  -­‐  Content  CuraGon  

-­‐  Quality  vs.  quanGty  -­‐  Sales  Conversion  -­‐  CRM  -­‐  Content  

Downloads/  Views  

Map  CONTENT  MARKETING  groups  

with  BIG  DATA  boxes  

Content  Planning   Content    

CreaGon  Content  

AmplificaGon  

Content  Measurement  

Step  1:  Define  what  you  want  to    SOLVE  

Q:  Which  FORMATS  of  content  work  for  specific  social  media  channels?  

The  ques;on  falls  into:  

 CREATION  and  AMPLIFICATION    

Content  Planning   Content    

CreaGon  Content  

AmplificaGon  

Content  Measurement  

Step  2:  Know  your  knowns  and  

UNKNOWNS  

•  Current  long  form  content  and  videos  don’t  get  much  pick-­‐up  from  social  media  channels  

•  History  of  content  downloads  on  several  social  media  channels  

•  Target  Audience:  IT  managers  

•  Social  Media  Channels:  TwiZer,  IT  Media  Sites,  LinkedIn,  Intel  IT  Community  

KNOWNS  Which  FORMATS  of  content  work  for  specific  social  media  channels?  

•  Ideal  format  op;ons  for  social  media  channels?  

•  Which  keywords  resonate  with  IT  managers?  

•  Social  media  reach  

UNKNOWNS  

Step  3:  Choose  

appropriate  TOOLS  

 from  different  quadrants  

                     $

Quant. Research:

On-line Survey Targeted IT Managers

Sprinklr, Twitter, LinkedIn

Sysomos, Omniture

Interview our Customers

EXAMPLES  of  tools  chosen  

from  mul;ple  quadrants  

Pulling  data  from  mul;ple  quadrants  will  

produce  CONFLICTING  DATA  

                     $

IT managers prefer long form content

Short form content performs better on social media

channels

Not interested in receiving info.

Via social media channels

Examples  of  CONFLICTING  DATA  

from  mul;ple  quadrants  

             Conflic;ng  DATA?                                                          

                                     Step  4:                  TEST    your  hypothesis                      and  op;mize    

Step  5:    Drawn  Assump;ve  

Insights  

•  Exis;ng  content  needs  to  be  shortened  and  CUSTOMIZED    for  different  social  media  channels  

•  Channel  SPECIFIC    copy  is  essen;al  

•  Videos/visuals/images  draw  engagement  

Derived    BEST  PracGces  

•  Op;mize  social  media  post  frequency  

•  Funnel  social  content  development  and  distribu;on  through  a  single  source    

•  Host  weekly  social  media  editorial  mee;ng  

So,  Which  FORMATS  of  content  work  for  specific  social  media  

channels?    

It  depends…  

Blogs  &  Discussions  

White  Paper  

Infographics  Graphs  Images  

Data    Snacks   PowerPoint   Video  &    

Audio  

Review  ExisGng  Content  

Customize  content  format  (short  form  and  digesGble)  

Customize  copy  wriGng  for  social  media  channels  

Facebook   LinkedIn   TwiZer   Community   Slideshare  YouTube  &  

More  

Community  Trends  –  July  2012–July  2013  

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000

IT Peer Network

0 500

1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000

Healthcare

nPage Views nVisits nUnique Visitors

Focus on TRENDING, not one point at a time. Analyze PEAKS and VALLEYS; EBB and FLOW.

Twider  Trends  –  January–July  2013  

37

n@IntelITS n@IntelvPro n@IntelhealthIT

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13

Total Followers

0

100

200

300

400

500

600

700

800

900

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13

Followers Added

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13

Total Potential Reach

Source: Simply Measured

KEY  TAKEAWAY  •  Dis;ll  Big  Data  from  Abstract  to  Concrete  

•  Follow  the  Five-­‐Step  Process  •  Tes;ng  and  Op;miza;on  NEVER  END…  

But, Wait!

WHO  is  king?  Content  or  Big  Data?  

Content  is    KING    

Crea;ve  is  QUEEN  

Big  Data  is  the  KNIGHT