use big data to improve content marketing
DESCRIPTION
Use big data to improve content marketing presentation by Pam Didner at Content Marketing World 2013.TRANSCRIPT
WHO is king? Content or Big Data?
You are in for a TREAT!
Pam Didner
Global Integ
rated Marke;n
g Manager
@PamDidner
I have a SECRET!
The Secret to Using BIG DATA to Improve Content
Marketing is…
TANGRAM!!
I am not kidding
NO
Just a few pieces create infinite
POSSIBILITIES
View each PUZZLE PIECE
as an abstract data
point
Put the ABSTRACT data points together
Turn ABSTRACT
to CONCRETE
It’s called INSIGHT
your content marke;ng effort
DRIVE Use insight to
That’s
REALLY it!
First, let’s turn Big Data
into something CONCRETE
External
Internal
Structured Unstructured
Define BIG DATA
Data Type
Data Source
Financials
Inventory
Census Data
Real Estate Records
Credit History
Travel History
Web Feeds
Text Documents Web profiles
Sensor Data
Credit history
Real Estate History Census Data
Travel History
Financials
Inventory Web Feeds
Text Documents
Sensor Data
Now, let’s turn Content Marke;ng into something CONCRETE
Content Planning
Content CreaGon
Content AmplificaGon
Content Measurement
Let’s DEFINE Content Marke;ng
Content Planning
Content CreaGon
Content AmplificaGon
Content Measurement
Let’s DEFINE Content Marke;ng
-‐ Strategy -‐ Audience
analysis -‐ Audit
-‐ Editorial
Insight -‐ Calendar -‐ Story line -‐ ProducGon -‐ On-‐domain
publicaGon -‐ Off-‐domain
syndicaGon -‐ Content CuraGon
-‐ Quality vs. quanGty -‐ Sales Conversion -‐ CRM -‐ Content
Downloads/ Views
Map CONTENT MARKETING groups
with BIG DATA boxes
Content Planning Content
CreaGon Content
AmplificaGon
Content Measurement
Step 1: Define what you want to SOLVE
Q: Which FORMATS of content work for specific social media channels?
The ques;on falls into:
CREATION and AMPLIFICATION
Content Planning Content
CreaGon Content
AmplificaGon
Content Measurement
Step 2: Know your knowns and
UNKNOWNS
• Current long form content and videos don’t get much pick-‐up from social media channels
• History of content downloads on several social media channels
• Target Audience: IT managers
• Social Media Channels: TwiZer, IT Media Sites, LinkedIn, Intel IT Community
KNOWNS Which FORMATS of content work for specific social media channels?
• Ideal format op;ons for social media channels?
• Which keywords resonate with IT managers?
• Social media reach
UNKNOWNS
Step 3: Choose
appropriate TOOLS
from different quadrants
$
Quant. Research:
On-line Survey Targeted IT Managers
Sprinklr, Twitter, LinkedIn
Sysomos, Omniture
Interview our Customers
EXAMPLES of tools chosen
from mul;ple quadrants
Pulling data from mul;ple quadrants will
produce CONFLICTING DATA
$
IT managers prefer long form content
Short form content performs better on social media
channels
Not interested in receiving info.
Via social media channels
Examples of CONFLICTING DATA
from mul;ple quadrants
Conflic;ng DATA?
Step 4: TEST your hypothesis and op;mize
Step 5: Drawn Assump;ve
Insights
• Exis;ng content needs to be shortened and CUSTOMIZED for different social media channels
• Channel SPECIFIC copy is essen;al
• Videos/visuals/images draw engagement
Derived BEST PracGces
• Op;mize social media post frequency
• Funnel social content development and distribu;on through a single source
• Host weekly social media editorial mee;ng
So, Which FORMATS of content work for specific social media
channels?
It depends…
Blogs & Discussions
White Paper
Infographics Graphs Images
Data Snacks PowerPoint Video &
Audio
Review ExisGng Content
Customize content format (short form and digesGble)
Customize copy wriGng for social media channels
Facebook LinkedIn TwiZer Community Slideshare YouTube &
More
Community Trends – July 2012–July 2013
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000
IT Peer Network
0 500
1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000
Healthcare
nPage Views nVisits nUnique Visitors
Focus on TRENDING, not one point at a time. Analyze PEAKS and VALLEYS; EBB and FLOW.
Twider Trends – January–July 2013
37
n@IntelITS n@IntelvPro n@IntelhealthIT
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13
Total Followers
0
100
200
300
400
500
600
700
800
900
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13
Followers Added
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13
Total Potential Reach
Source: Simply Measured
KEY TAKEAWAY • Dis;ll Big Data from Abstract to Concrete
• Follow the Five-‐Step Process • Tes;ng and Op;miza;on NEVER END…
But, Wait!
WHO is king? Content or Big Data?
Content is KING
Crea;ve is QUEEN
Big Data is the KNIGHT