data driven content strategy and outreach

Download Data Driven Content Strategy and Outreach

Post on 11-Aug-2014

4.442 views

Category:

Marketing

5 download

Embed Size (px)

DESCRIPTION

Data Driven Content Strategy and Outreach - a method for better search marketing strategy and outreach.

TRANSCRIPT

  • DATA DRIVEN CONTENT STRATEGY AND OUTREACH SMX Sydney 2014 Richard Baxter Founder hello@builtvisible.com @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 hello@builtvisible.com