data driven content strategy and outreach
DESCRIPTION
Data Driven Content Strategy and Outreach - a method for better search marketing strategy and outreach.TRANSCRIPT
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DATA DRIVEN CONTENT STRATEGY AND OUTREACH SMX Sydney 2014
Richard Baxter
Founder
@builtvisible
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Remember when this: was supposed to be a legit way to get links?
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Really targeted.
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Why am I going to talk to you about this?
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Here’s a good guide to getting your small business started:
“2 useful articles via @accountancyage”
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A typical content marketing project:
Social data touches our projects here
And here
And here
And here
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A Really Targeted Creative Process:
Discovery Creative Planning
Stakeholder Recruitment
Production Launch
Social data touches our projects here
And here And here And here
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“Which publishers should I be targeting?”
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“What content is most likely to work?”
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“Which influencers should I be talking to?”
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Tools you’ll need
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Gwittr generates *awesome* stats and insights from individual Twitter feeds. Needs a lot of scraping.
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GPlusData – find influential people on Google+ with powerful search functionality.
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Buzzsumo – use to export bulk social metrics by domain
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What is my target audience sharing?
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Our Process
Refine results from
Follower
wonk
Gather followers
Order results by
Social Authority
Extract “Domains
shared”
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Bio Keyword
Tweets + Follow
Count
Social Authority
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Followerwonk Fetcher! http://bit.ly/ffetcher
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Get that BIO link too!
Tip
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Get the Intersect - Who do *your* followers tend to
follow? - Who do your competitor’s
followers tend to follow? - Who do those people tend to
follow?
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Domains your audience share:
0
10
20
30
40
50
60
70
80
90
100
0
50
100
150
200
250
300
350
Count of Follower Domains Average of DA
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Top social channels shared by your followers:
0
50
100
150
200
250
youtube.com twitter.com twitpic.com vimeo.com plus.google.com flickr.com linkedin.com
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What are your most influential followers sharing?
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Social sites shared by your followers:
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Amazing multiple link sources
Already Linking to Client
Linking to Competitor 1
Linking to Competitor 2
Mentioned in the twitter bio of
someone who follows Client
Mentioned in the twitter bio of
someone who follows Competitor 1
Mentioned in the twitter bio of
someone who follows Competitor 2
Sending referral traffic to competitor
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Easy Win Tip #1
Gather all the twitter profiles that
follow your competitors
Cross reference that with who follows
you
Collate a list of who follows your
competitors, but not you
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Expand your customer database to include social handles, demographics, social authority…
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Influential people
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Tip: Find the most influential accounts followed by your followers with your keyword in the biography. Get them on the payroll.
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Links. Find me the links!
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Find the websites shared in the twitter data linking to your competitors but not you. Prioritise these prospects.
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Top domains shared by your followers that don’t link to you
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Top domains shared by your competitors’ followers that don’t link to you.
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Find the domains which intersect these datasets:
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
0
1
2
3
4
5
6
Sum of Number of Datasets site exists in Average of Referring Domains
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What are these people sharing? Or – content strategy pt 1
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MEDIUMS – what are they sharing?
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Data from Bit.ly using Birdsong
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How many clicks did your competitors get for that thing they did?
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Exploring new formats
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Take a reputable publication:
http://www.theverge.com/longform
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Crawl for content you’re interested in:
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Use a tool of your choice to extract social metrics:
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Export and sort by social success:
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Identify journalists
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Again, pick a publisher:
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Crawl + export your post URLs:
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Scrape author names:
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Sort authors by social success & topical relevancy:
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Paste into Tagul for *fast* Google Queries
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Mailtester and Rapportive
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Want some more information?
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Thanks Google Plus!
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Collect number of profile views:
− Follower Count
− Profile Views
− Location
− Job Title
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Want to know who else your author writes for?
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The [social] world is your oyster.
Happy scraping
researching!