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Discover the Hero in Your Data
Dechay Watts | Chief Content Strategist | SPROUTContentContent Marketing ConferenceLas Vegas, May 14, 2015
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AGENDA① The Hero’s Journey② Your Data’s Journey③ How to Recognize a Hero ④ Identifying Your Hero
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1 The Hero’s Journey
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The Hero’s Journey
Departure
Initiation
Return
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Departure
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Initiation
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Return
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2 Your Data’s Journey
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Departure: Before the Quest① Personas② Keyword Research③ Editorial Calendar④ Tracking in Place
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Departure: Personas
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Departure: SEO Strategy
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Departure: Strategic Editorial Calendar
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Departure: Tracking in Place
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Initiation: Challenges Along the Way① Surviving SERPs② Finding the Right Path③ Creating Alliances④ Battling the Noise
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Challenges Along the Way: SERPs
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Personas
Keyword Research
Editorial Calendar
Reporting Tool
Content
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Challenges Along the Way: SERPs
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Challenges Along the Way: SERPs
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Challenges Along the Way: Distribution
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Challenges Along the Way: Alliances
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Challenges Along the Way: Alliances
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Challenges Along the Way: Noise
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Challenges Along the Way: Noise
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Return: Knowledge Acquired① Leads & Sales② Definition of Success
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Knowledge Acquired: Leads & Sales
The hero brings back knowledge and power
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Knowledge Acquired: Definition of Success
Goal Progress Feb March April May
Visitors 2000/mo. 99% 2,626 2,997
Social 500 visits/yr. 71% 32 42
Facebook 250 likes 64% 161 163
Twitter 150 followers 82% 123 142
LinkedIn 50 followers 94% 47 51
Google+ Participate Met goal
Leads 25/mo. 133% 37 49
Customers 8 30% 4 3
Revenue $29,760/mo. 71% $53,431 $15,689
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3 How to Recognize a Hero
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A Hero Saves the Day
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A Hero Sets the BarBlog Post Web Page Media Coverage
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A Hero Protects You From Danger
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4 Turning Your Data Into a Hero
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Making it Through Unscathed
The Hero’s Journey
Departure
Initiation
Return
Set a strong foundation:PersonasContent auditSEO strategyEditorial strategyTracking tools
Monitor its adventures: Data will battle a crowded space and face SERPs, Social Platforms, Humans
Pay Attention to its Findings:Leads/SalesStrategic value “Wow” factorMeasurements of Success
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“Investing in people and the tools that those people need to be successful is key…But it’s the people who can understand that data that really matter.”
Bryan EisenbergAuthor of “Waiting for Your Cat to Bark”, “Always Be
Testing”…and much more
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Which Metrics are the Heroes of Your Company?
Dechay WattsChief Content [email protected]
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