cost effective data-based content marketing
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Data-Based Content MarketingThat Won’t Break The Bank@KaneJamisonDFWSEM #StateOfSearch
Content Harmony
Data-Based Content MarketingThat Won’t Break The Bankhttp://hmny.co/
databasedcmContent Harmony
@KaneJamison
Data-heavy blog posts and graphics Interactive visualizations Quarterly/Annual whitepapers, industry
benchmarks, & reports APIs & Tools Visualizations (yes, including
infographics)
#StateOfSearch
Data-Based Content ?
http://hmny.co/databasedcm
Why Data-Based Content?
@KaneJamison
#StateOfSearch
slideshare.net/kanejamison/
Data-Based Content Process:
@KaneJamison
How can we cut costs
on data-based content
without cutting quality? #StateOfSe
archhttp://hmny.co/databasedcm
Data-Based Content Process:
@KaneJamison
1 - Planning• Ideation• Storyline
Creation• Pre-
Outreach
2 - Production
• Research• Data Collection• Data Analysis• Graphic Design• Programming• Website
Buildout
3 - Promotion
• Owned Social Promotion
• Outreach• Paid
Amplification
#StateOfSearch
http://hmny.co/databasedcm
@KaneJamison
3 Approaches toCutting Costs or Increasing Value
1. Automate Research
2. Build A Research Library
3. Use It Up, Wear It Out
#StateOfSearch
@KaneJamison
Automate the Research Phase.
#StateOfSearch
1
Automate All The Research:
@KaneJamison
Example of Queries To Find Data Sources:
#StateOfSearch
Automate All The Research:
@KaneJamison
“keyword" "new study" OR "recent study" OR "new report" OR "recent report" OR "new
research" OR "recent research" OR "new data" OR "recent data" OR "new experiment" OR
"recent experiment" OR "new experiments" OR "recent experiments" OR "new survey" OR
"recent survey" site:.edu OR site:.gov
#StateOfSearch
1 - Google Alerts:
site:industrypublication1.org
Automate All The Research:
@KaneJamison
2 - Google Scholar Alerts: “bankruptcy“
#StateOfSearch
Automate All The Research:
@KaneJamison
Dump all of these alerts directly into a Gmail label that you can check daily or weekly.
#StateOfSearch
Automate All The Research:
@KaneJamison
3 - Automated Tracking With Buzzstream:
#StateOfSearch
Automate All The Research:
@KaneJamison
Rather not get them via emails? Two Options:
1. IFTTT > Google Doc2. Zapier > RSS Feed
#StateOfSearch
Automate All The Research:
@KaneJamison
4 - Harvest Tweets Matching Keywords:
I want all the tweets matching this: “solar" "new study" OR "recent study" OR "new report" OR "recent report" OR "new research" OR "recent research" OR "new data" OR "recent data" OR "new experiment" OR "recent experiment" OR "new experiments" OR "recent experiments" OR "new survey" OR "recent survey”
#StateOfSearch
Automate All The Research:
@KaneJamison
4 - Harvest Tweets Matching Keywords:
#StateOfSearch
Click here to see the full search results for this example.
Automate All The Research:
@KaneJamison
Twitter Search > RSS? It’s kind of complicated…
2 Decent Options: Zapier or Twools
#StateOfSearch
Automate All The Research:
@KaneJamison
Twitter Search > RSS? It’s kind of complicated…
2 Decent Options: Zapier or Twools
#StateOfSearch
http://iag.me/twools/
@KaneJamison
Build A Research Library. #StateOfSe
arch
2
Build A Library:
@KaneJamison
#StateOfSearch
Project: Build 20 individual data-graphics.
20 Hour Concept Project:
2 Hrs Gathering Data 10 Hrs Excel or
Infogram Visualization 8 Hrs Website Buildout
Build A Library:
@KaneJamison
#StateOfSearch
Create a /research/ or /data/ section of the website
Give each graphic a dedicated page with a image, 1-2 paragraph description, and embed code.
Build A Library:
@KaneJamison
#StateOfSearch
Outreach to the data creators Outreach to anyone that has cited the
data Tell them about your new “Solar
Research Database” or “Security Industry Data Library”.
Build A Library:
@KaneJamison
#StateOfSearch
Add XX new graphics per month. Continue outreach.
Build A Library:
@KaneJamison
#StateOfSearch
Let’s Recap:
The ideas research themselves.
Build A Library:
@KaneJamison
#StateOfSearch
Let’s Recap:
Small initial project scope.
Build A Library:
@KaneJamison
#StateOfSearch
Let’s Recap:
Scales out easily over time.
Build A Library:
@KaneJamison
#StateOfSearch
Let’s Recap:
No designer needed.
Build A Library:
@KaneJamison
#StateOfSearch
Let’s Recap:
Ongoing outreach and passive links.
@KaneJamison
Use it up,Wear it out. #StateOfSe
arch
3
Use It Up, Wear It Out:
@KaneJamison
A good data-based content project should last you a year or years, not a month.
#StateOfSearch
Use It Up, Wear It Out:
@KaneJamison
WhitepaperWebinarSlidedeck -> VideoSmaller Data GraphicPrinted Rack Card
#StateOfSearch
Use It Up, Wear It Out:
@KaneJamison
February: Outreach to local newspaper
journalists for infographic.
#StateOfSearch
Build Complementary Assets:
Use It Up, Wear It Out:
@KaneJamison
February: Outreach to local newspaper
journalists for infographic.
Result: No responses.
#StateOfSearch
Build Complementary Assets:
Use It Up, Wear It Out:
@KaneJamison
#StateOfSearch
Build Complementary Assets:
April: Outreach for interactive timeline, and mentioned our infographic
again.
Use It Up, Wear It Out:
@KaneJamison
#StateOfSearch
Build Complementary Assets:
April: Outreach for interactive timeline, and mentioned our infographic
again.
Result: Dedicated newspaper links and mentions for both assets.
Use It Up, Wear It Out:
@KaneJamison
Building complementary assets allows you to build stronger connections with the same
outreach targets and improve outreach conversion.
#StateOfSearch
Build Complementary Assets:
Use It Up, Wear It Out:
@KaneJamison
Build quarterly and annual content.
#StateOfSearch
Rinse & Repeat:
Use It Up, Wear It Out:
@KaneJamison
Save costs on the entire process: design, storyline, promotion, and
more.
Just refresh the data and tell everyone it’s there.
#StateOfSearch
Rinse & Repeat:
@KaneJamisonKane@ContentHarmony.
com
DFWSEM #StateOfSearch
Slides & References at
hmny.co/databasedcm
Thank you.Most photos from “The Great St. Louis Bank Robbery”, a 1959 movie starring Steve McQueen that is now in the public domain. You can watch it free on Archive.org:
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