data makes your content harder, better, faster, and stronger
DESCRIPTION
Presented at DistilledLive Seattle on March 5, 2012. With the continued adoption of content marketing as a strategy, many companies will soon find themselves in the middle of a content arms race. Kane discusses how to use both internal and external data to differentiate and rise above everyday content, and move beyond the usual data-based tactics like infographics.TRANSCRIPT
HarderBetterFasterStronger
Data makes your content
TO REPLICATE
THAN THE COMPETITION’S
TO CREATE
THAN YOUR OPINION
@KaneJamison
Better Content Marketing Links:
Data Makes Your Content Harder Better Faster Stronger
Click here to get the Slides, Blog Post, and Links at www.ContentHarmony.com:
@KaneJamison
SEOMoz: How to Get Your Boss to Care About Content Marketing
Article
Distilled.net: Kill It In Content Creation By Knowing Your Customer Conversion Funnel
Article
Slides: Making Cool Shit Isn’t Content Marketing
Slides
@AdriaSaracinoTwitter
@KaneJamison
Why are we talking about producing better content in
the first place?
@KaneJamison
Either you’re in the
middle of a content
arms race...
@KaneJamison
…or your industry is still getting by on junk.
@KaneJamison
I’m not the only one thinking about this…
@KaneJamison
How do we make better content that sticks out?
HarderBetterFasterStronger
Data makes your content:
@KaneJamison
TO REPLICATE
THAN THE COMPETITION’S
TO CREATE
THAN YOUR OPINION
@KaneJamison
Define Data-based content…
@KaneJamison
Define Data-based content…
http://www.alternateenergyhawaii.com/tax-credits-incentives
Infographics
@KaneJamison
Define Data-based content…
http://blog.uber.com/2012/01/09/uberdata-san-franciscomics/
Data-heavyblog posts and graphics
@KaneJamison
Define Data-based content…
http://www.truckerclassifieds.com/truckpocalypse/
Interactive and Parallax Scrolling visualizations
@KaneJamison
Define Data-based content…
http://www.rimmkaufman.com/
Quarterly whitepapers and industry benchmarks and reports
@KaneJamison
Define Data-based content…
http://www.charitywater.org/whywater/
Data snippets and charts integrated with sales copy and other persuasive content
@KaneJamison
Define Data-based content…
Amazon Kindle Fire HD Product Page
For e-commerce, visual and data-based product comparisons.
@KaneJamison
Define Data-based content…Tools
http://www.contentharmony.com/tools/sharemetric/
HarderBetterFasterStronger
Data makes your content:
@KaneJamison
TO REPLICATE
THAN THE COMPETITION’S
TO CREATE
THAN YOUR OPINION
data makes your content
Harderto replicate
@KaneJamison
HarderBetterFasterStronger
Data takes work, at first.
@KaneJamison
@KaneJamison
You’ve got internal data they can’t replicate.
Product reviews
Conversion rates
Fleet GPS data
Analytics data
Customer demographics
Customer service logs
Customer orders
Website DataOperational DataCustomer Data
Time spent per task
Cost per task
data makes your content
Better
@KaneJamison
than the competition’s
HarderBetterFasterStronger
"I was looking for something like baseball, where there's a lot of data and the competition was pretty low.
That's when I discovered politics."
– Nate Silver
@KaneJamison
@KaneJamison
212,000 social shares on subdomain homepage. 2.4 million for www.nytimes.com/.
data makes your content
Fasterto create
@KaneJamison
HarderBetterFasterStronger
Data-based content is easy to replicate across many pieces of content.
@KaneJamison
Initial Whitepaper& Statistics
Presentation or WebinarOn Findings + Slidedeck
Blog Posts WithGranular Focus
Tool or APIAccess to Data
InteractiveVisualization
Data-based content is easy to replicate across many pieces of content.
@KaneJamison
Mozcast.com:
421 LRDs~3K Social
Shares
Presentation +
Microsite/Tool+ Blog Posts + Widgetbait
Data-based content makes easyrecurring content.
@KaneJamison
IndustryBenchmarks
Industry Trend Analysis
Annual Survey
Voting &Awards
Data-based content makes easyrecurring content.
@KaneJamison
MailChimp IndustryEmail Marketing
Benchmarks:
220 LRDs~2K Social Shares
http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/
Data-based content makes easyrecurring content.
@KaneJamison
“Remember that thing we did last year that you linked to?
We did it again. Links please!”
data makes your content
Strongerthan youropinion
@KaneJamison
HarderBetterFasterStronger
“If we have data, let’s look at data.
If all we have are opinions, let’s go with mine.”
–Jim Barksdaleformer Netscape CEO
@KaneJamison
@KaneJamison
http://geoffkenyon.com/302-redirects-pass-link-equity-pagerank/
@KaneJamison
Let’s make this actionable:
Pick an industry controversy.
Any one will do.
@KaneJamison
Let’s make this actionable:
Construct a way to test it.
Execute.
Publish.
Outreach.
@KaneJamison
Work the data
Resources to
Get the data
Visualize the data
@KaneJamison
Three resources to
Get the data
Free & Paid Scraping options
1) Scrape the web2) Save it to a database3) Export database via SQL, CSV, JSON API4) Recurring scraping
@KaneJamison
Three resources to
Get the data
Mashape.com+
ProgrammableWeb.com
APIs
Learn how to pull from
APIs
Then find the one you want.
@KaneJamison
Three resources to
Get the data
Take other people’s data-heavy content that’s already seen success, visualize it,
and re-release.
http://www.slideshare.net/RossHudgens/link-building-by-imitation
@KaneJamison
Two resources to
Work the data
http://shancarter.com/data_converter/
Mr. Data Converto
rHTML - MySQL
JSON - XMLPHP - Python -
Ruby
Convert CSV
to
@KaneJamison
Two resources to
Work the data
http://vis.stanford.edu/wrangler/
@KaneJamison
http://timeline.verite.co
Four resources to
Visualize the data
@KaneJamison
http://support.google.com/fusiontables/answer/184641?hl=en
DashingD3js.com
Four resources to
Visualize the data
DashingD3.jsTutorials Tutorials
@KaneJamison
Four resources to
Visualize the data
http://www.datavisualization.ch
What did I miss?
Thank you.