data driven content strategy and outreach
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DESCRIPTIONData Driven Content Strategy and Outreach - a method for better search marketing strategy and outreach.
- DATA DRIVEN CONTENT STRATEGY AND OUTREACH SMX Sydney 2014 Richard Baxter Founder firstname.lastname@example.org @builtvisible
- Remember when this: was supposed to be a legit way to get links?
- Really targeted.
- Why am I going to talk to you about this?
- Heres a good guide to getting your small business started: 2 useful articles via @accountancyage
- A typical content marketing project: Social data touches our projects here And here And here And here
- A Really Targeted Creative Process: Discovery Creative Planning Stakeholder Recruitment Production Launch Social data touches our projects here And here And here And here
- Which publishers should I be targeting?
- What content is most likely to work?
- Which influencers should I be talking to?
- Tools youll need
- Gwittr generates *awesome* stats and insights from individual Twitter feeds. Needs a lot of scraping.
- GPlusData find influential people on Google+ with powerful search functionality.
- Buzzsumo use to export bulk social metrics by domain
- What is my target audience sharing?
- Our Process Refine results from Follower wonk Gather followers Order results by Social Authority Extract Domains shared
- Bio Keyword Tweets + Follow Count Social Authority
- Followerwonk Fetcher! http://bit.ly/ffetcher
- Get that BIO link too! Tip
- Get the Intersect - Who do *your* followers tend to follow? - Who do your competitors followers tend to follow? - Who do those people tend to follow?
- 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
- 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
- What are your most influential followers sharing?
- Social sites shared by your followers:
- 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
- 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
- Expand your customer database to include social handles, demographics, social authority
- Influential people
- Tip: Find the most influential accounts followed by your followers with your keyword in the biography. Get them on the payroll.
- Links. Find me the links!
- Find the websites shared in the twitter data linking to your competitors but not you. Prioritise these prospects.
- Top domains shared by your followers that dont link to you
- Top domains shared by your competitors followers that dont link to you.
- 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
- What are these people sharing? Or content strategy pt 1
- MEDIUMS what are they sharing?
- Data from Bit.ly using Birdsong
- How many clicks did your competitors get for that thing they did?
- Exploring new formats
- Take a reputable publication: http://www.theverge.com/ longform
- Crawl for content youre interested in:
- Use a tool of your choice to extract social metrics:
- Export and sort by social success:
- Identify journalists
- Again, pick a publisher:
- Crawl + export your post URLs:
- Scrape author names:
- Sort authors by social success & topical relevancy:
- Paste into Tagul for *fast* Google Queries
- Mailtester and Rapportive
- Want some more information?
- Thanks Google Plus!
- Collect number of profile views: Follower Count Profile Views Location Job Title
- Want to know who else your author writes for?
- The [social] world is your oyster. Happy scraping researching!
- THANK YOU Any Questions? Richard Baxter Founder email@example.com
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