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USING ANALYTICS TO CREATE CONTENT

Jeremy Goldman

Founder & CEO, Firebrand Group

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USING ANALYTICS TO CREATE STELLAR CONTENT

Jeremy Goldman

Founder & CEO, Firebrand Group

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DOES IT REALLY MATTER?

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Yep.

I. Using Your Analytics

II. Using Everyone Else’s Analytics

III. Real-time Content Creation Best Practices

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Using Your Analytics to Create Great Content

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LEAD FORENSICS

Reverse IP lookup to better understand your audience

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HUBSPOT

Shameless plug if you’re not using it…

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THINK HYPERGLOBALACT HYPERLOCAL

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• Important information you can get out

of your Hubspot or CRM include:

– IP Address– Latitude– Longitude

Getting More Geo Data

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Export Geo Data

• Take data & put it in a tool like

Ipligence

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Better Data

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GOOGLE ANALYTICS

Just because GA basic doesn’t give you inbound keywords, so what? Look at which pages are winning with SEO.

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Age Demographics

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Not All Audiences are Created Equal

Home Goods Retailer Beauty Brand

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• Links shared via Twitter are automatically be shortened to a t.co link

• t.co links are neither private nor public; anyone with the link will be able to navigate to the content

Twitter Redirect Links

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This Stuff Actually Matters

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Tracking Stuff Down

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2 Using Everyone Else’s Analytics to Create Great Content

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THERE ARE TWO TYPES OF CONTENTZig and Zag

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• Zig copies

• Zig might build upon something

• It’s easier to Zig.

• Zag takes notice of topic’s popularity,

but intentionally goes in a different

direction in every other way.

• Zag has a higher chance of failing and

a higher chance of succeeding bigtime.

Zig vs. Zag

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Google Trends

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WIDGETS ARE BALLER

Make your own widgets. Multiple locales? Multiple widgets. Duh.

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YOUTUBE TRENDS

Teenage Females in TX <>Senior Males in NYC

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A number of searches let me know that Meek Mill is big right now: a “Why Meek Mill is a social media genius” post willdo well.

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o Twitter Curator

o Visible Tweets

Some other tools

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RADURLS

For when Google Trends isn’t real-time enough

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Look for what’s being shared most on Feedly as a “what’s hot” barometer

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Hmm….A search for “F. Scott Fitzgerald Temperature Review” reveals that as best as Google can tell, it has ZERO REVIEWS ON THE PLANET

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Not as hot as Harper…unless we go for the long tail.

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Facebook Trends

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Bing Trends

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Job Trends

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Yelp Trends

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3 Real-time Content Creation Best Practices

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DON’T OVERTHINK IT

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LIMIT YOUR TIME

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BE RELEVANT TO YOUR AUDIENCE

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PLAGIARIZING IS *AWFUL*

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CREDIT WHERE CREDIT IS DUE

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PEACE OUT!Want the cheat sheet & follow-up call?

Text CONTENT to 38470.

I. Using Your Analytics

II. Using Everyone Else’s Analytics

III. Real-time Content Creation Best Practices

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(general blank slide)

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These dogs are wanted in seven states for tax evasion & fraud.

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This transparent color box is a useful option for some larger images.

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