how to uee search data to build content theat drives value at scale
TRANSCRIPT
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CONTENTMARKETINGINTELLIGENCE
#C3NY
HOWTOUSESEARCHDATATOBUILDCONTENTTHATDRIVESVALUEATSCALE
VP, Search MarketingGrant Simmons
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#C3NY @simmonet
GrantSimmonsVPofSearchMarketingSearchmarketer,father,sailor.Thoughnotnecessarilyinthatorderwhenthere’safairwind.
Hello
@simmonet/in/simmonetwww.grantisms.com
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#C3NY @simmonet
• RealEstatePortal(ahem…we’renotZillow)
• 10M+Visits/Month• Privatecompany• Norfolk,VA
@simmonet/in/simmonet
Hello
www.grantisms.com
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#C3NY @simmonet
Let’sGoBacktotheFuture(2015)
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#C3NY @simmonet
Let’sGoBacktotheFuture(2015)cat
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N E W Y O R K C I T Y | O C T O B E R 2 8 - 2 9 , 2 0 1 5
C3 2015 BREAKOUT SESSION
IT AIN'T OVER TILLTHE CAT LADY SINGS
CONTENT-BEYOND-KITTENS & OTHER SEARCH STRATEGIES
VP of Search Marketing& Consumer Engagement
Grant Simmons
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#C3NY @simmonet
The Cat LadyContent Conundrum
@simmonet
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#C3NY @simmonet
Contenttosomecontentmarketersislike...
@simmonet
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#C3NY @simmonet
…catstoacatlady
@simmonet
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#C3NY @simmonet
…catstoacatladyi.e.youcannever
haveenough
@simmonet
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#C3NY @simmonet
Thecatladycontentconundrum
More Better
@simmonet
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#C3NY @simmonet
Moreisnotbetter
(unlessyouwanttofillalitterbox)
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http://unop.me/crap
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#C3NY @simmonet
Let’sGoBacktothePRESENT(2017)cat
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CONTENTMARKETINGINTELLIGENCE
#C3NY
HOWTOUSESEARCHDATATOBUILDCONTENTTHATDRIVESVALUEATSCALE
VP, Search MarketingGrant Simmons
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Tweetthissession!
#C3NY@simmonet
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#C3NY @simmonet@simmonet
HowDoWeScale Quality?
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#C3NY @simmonetBiggerCats?
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#C3NY @simmonet
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#C3NY @simmonet
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#C3NY @simmonet
Big&SmallDataTellsStoriesContentMarketingisabouttellingabrandedstory
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#C3NY @simmonet
DataItselfisNotSmart
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#C3NY @simmonet
DataItselfisNotSmartButitdoeshelptellsmartstoriesStories=contentdifferentiation
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“Every brand is unique. But if you cannot tell that uniqueness through it’s stories, it will
spend it’s whole life being a fish.”Grant Simmons
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#C3NY @simmonet
• Leveragedata• Telluniquestories• Smart• Different• Interesting
• Alignwithyourbrand
Don’tbeaFish
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#C3NY @simmonet
DataCat-egoriesDifferentstrokesfordifferentfolks
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#C3NY @simmonet
3 Typesof Data
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#C3NY @simmonet
Core SiteData
• Listings• Parts• Products• ‘Free’datasets
Business|Interaction|Search
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#C3NY @simmonet
UserGenerated
Data
Business|Interaction|Search
• Internalclicks• Purchases• Timeonpage• Surveys
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#C3NY @simmonet
Site / SearchData
Business|Interaction|Search
• Searchengines• Sitesearch• Filters
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#C3NY @simmonet
3 Typesof Data
Business|Interaction|Search
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#C3NY @simmonet
2 Typesof Data
Business|Interaction |Search
today
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#C3NY @simmonet
BusinessDataStuffyouownand/orhaveaccessto
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#C3NY @simmonet
Yeahitcanbekinda boringraw• But keydifferentiator• Cat-alog whatyouhave• Cat-alog relevantavailabledata• Alignwithsearchintent• Alignwithsearchengineopportunities
BusinessData
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#C3NY @simmonet
Homes.com
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#C3NY @simmonetWhatData?WhatStories?
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#C3NY @simmonet
• Listingsdata• Censusdata
DataSources
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#C3NY @simmonet
• Lists• Longtailqueries• Interestingfacts
WhatarePeopleLookingFor?
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#C3NY @simmonet
• Lists• Longtailqueries• Interestingfacts
WhatarePeopleLookingFor?
DidYouKnow?Acat’stailcontainsapproximately10%ofthebonesinitsbody
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#C3NY @simmonet
• Lists• Longtailqueries• Interestingfacts
WhatarePeopleLookingFor?
DidYouKnow?Acat’stailcontainsapproximately10%ofthebonesinitsbody
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#C3NY @simmonet
The“FACETs”ProjectLeveragingDatafortheLongTail
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#C3NY @simmonet
FullyResponsive(PresentationisKey)
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#C3NY @simmonet
City/StateCoverage– Census+ListingsData
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#C3NY @simmonet
Lists/ListPages
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#C3NY @simmonet
State-LevelPages/Facets
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#C3NY @simmonet
State-LevelPages/Facets
Autogeneratedrankingdata,dynamic,random
and interesting
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#C3NY @simmonet
State-LevelPages/Facets
Autogenerated‘facets’basedonfrequency,listing
counts&userinterests
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#C3NY @simmonet
City-LevelPages/Facets
Autogeneratedrankingdata,dynamic,random,relevantand interesting
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#C3NY @simmonet
Descriptive/PhraseFacets
ParsingofdescriptionsMappedagainstphraseset
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#C3NY @simmonet
Descriptive/PhraseFacets
ParsingofdescriptionsMappedagainstphraseset
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#C3NY @simmonet
• Phase1• Basicinternallinking• Limitedcities(thincontent)
• Phase2• Expandvalueofpages(moredata)• Adduserinteractioncues
• Phase3• Combos
• Basedondata
TheLongTail– inAction
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#C3NY @simmonet
TheLongTail– InAction• Lists• Top10s
• Attributes• Price• Size• Features
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#C3NY @simmonetScalesNicely
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#C3NY @simmonetScalesNicely(&Intelligently)
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#C3NY @simmonet
• Whatpublicdataexists?• Whatuniquedataexists?• Whatwouldbeworthy?• Howcanyoupresentit?
BusinessDataRecap
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#C3NY @simmonet
• Howmanydogpeople?• Howmanycatpeople?
QuickSurvey
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#C3NY @simmonet
• Howmanydogpeople?• Howmanycatpeople?
Yes.Iwasacat.
QuickSurvey
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#C3NY @simmonet
SearchDataStuffyoucreateand/oriscreatedforyouthroughsearcher’sbehavior
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#C3NY @simmonet
SearchDataIs:
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#C3NY @simmonet
Youruserstellingyoustories- Youjustneedtolisten
SearchDataIs:
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#C3NY @simmonet
SearchDataElements
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#C3NY @simmonet
MoreInteresting(generally)• Collection&storage• Summarization• Analysis&extraction• Alignwithuserinterest• Presentwithpaw-poseJ
SearchDataElements
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#C3NY @simmonet
SearchData:Your DataCanbealotofit• But keydifferentiator• Cat-alog whatyouhave• Analyzethecrapoutta it• Findinterestingstories
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#C3NY @simmonetItCanBeImperrfect…
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#C3NY @simmonet
• Demand-side• Intent
SiteSearchData
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#C3NY @simmonet
AlwaysStartWithContextContentwithoutContextisLikeaCatWithoutaTail
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#C3NY @simmonet
AlwaysStartWithContextWhat’sthebreedofcatwithnotail?
a question
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#C3NY @simmonet
AlwaysStartWithContextWhat’sinteresting?What’sarethegoals?
questions
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#C3NY @simmonet
• Startwithlargestdataset• Easiertoseepatterns• Validateresults
Context– ReferenceListingType
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#C3NY @simmonet
SimpleMath
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#C3NY @simmonet
SimpleMath
NotPerfectMath.
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#C3NY @simmonet
Popularity(Searches/Habitant)
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#C3NY @simmonet
MapDataOverTimeForTrends
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#C3NY @simmonet
DigIntoDataTrends
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#C3NY @simmonet
Overlayotherdatasetsformoreinsights/interestinginfo
Whatisyouruserlookingfor??
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#C3NY @simmonet
• Buyersunderstandofferpotential• Sellersunderstandtimetosale• Pricingconsiderations• Inventoryavailability
ATONofcoolinfo:• Foreverycity,state,countywithdata• Wecallthat…
Homes.com“ScarcityIndex”
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#C3NY @simmonet
• Buyersunderstandofferpotential• Sellersunderstandtimetosale• Pricingconsiderations• Inventoryavailability
ATONofcoolinfo:• Foreverycity,state,countywithdata• Wecallthat…
Homes.com“ScarcityIndex”
SCALE
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#C3NY @simmonet
• Noneedtostopthere!• Moreanalysiscancreatemoreinsights• Youneverknowwhatyoucanfind
• Locationsovertime• Attributesagainstattributes
HoldOnCowboy!
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#C3NY @simmonet
KeepDiggingIntoOtherDataPoints
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#C3NY @simmonet
Thereis nobaddata,
thereisonlybad
analysisofgooddata*I’mInnocent
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#C3NY @simmonet
Thereis nobaddata,
thereisonlybad
analysisofgooddata*I’mInnocent
*andsomebaddata
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#C3NY @simmonet@simmonet
IfContentisKing
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#C3NY @simmonet@simmonet
IfContentisKing
Thendataisthecrown
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#C3NY @simmonet
PresentingData
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#C3NY @simmonet
It’sAllAboutPresentation• Knowyouraudience• Providevalue• Targeting• Customization
• KeepItSimple
Orassimpleasyouraudience
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#C3NY @simmonet
• Searchdata• Surveydata• Censusdata• Jobsdata• Housingtrends
SimpleVisualizationofComplexDatasets
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#C3NY @simmonet
• Surveydata• Censusdata
SimpleVisualizationofComplexDatasets
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#C3NY @simmonet
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#C3NY @simmonet
MoreisNotBetter
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#C3NY @simmonet@simmonet
• Leveragedata• Telluniquestories• Smart• Different• Interesting
• Alignwithyourbrand
BetterisBetter
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Thankyou!
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#C3NY @simmonet
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#C3NY @simmonet
GrantSimmonsVPofSearchMarketingSearchmarketer,father,sailor.Thoughnotnecessarilyinthatorderwhenthere’safairwind.
Thankyou
@simmonet/in/simmonetwww.grantisms.com
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#C3NY @simmonet
GrantSimmonsVPofSearchMarketingSearchmarketer,father,sailor.Thoughnotnecessarilyinthatorderwhenthere’safairwind.
Thankyou
@simmonet/in/simmonetwww.grantisms.com
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#C3NY @simmonet
• RealEstatePortal(ahem…we’renotZillow)
• 10M+Visits/Month• Privatecompany• Norfolk,VA
@simmonet/in/simmonet
Hello
www.grantisms.com
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#C3NY @simmonet@simmonet
Homes.comContentStrategyOurContent/Messagingaspiresto/shouldbe:• Different&unique• PositionHomes.comashome-buyingresource• Valuable• Somethingfunoralittleamusing• Non-lethal• Passauthority• Mobile-friendly
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Homes.comContentGuidelines• Different• Position• Valuable• Fun• Non-lethal• Passauthority• Mobile-friendly
Keepingit simpleIs it / Does it?
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ContentStrategy• Guidelines• Planning• Ideation• Scheduling• Execution
Guidelines
Plan
IdeateSchedule
Execute