data driven content strategy and outreach
TRANSCRIPT
DATA DRIVEN CONTENT STRATEGY AND OUTREACH SMX Sydney 2014
Richard Baxter
Founder
@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?
Here’s 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 you’ll 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 competitor’s
followers tend to follow? - Who do those people tend to
follow?
Domains your audience share:
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Count of Follower Domains Average of DA
Top social channels shared by your followers:
0
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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 don’t link to you
Top domains shared by your competitors’ followers that don’t link to you.
Find the domains which intersect these datasets:
0
1000
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1
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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 you’re 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!
