data driven content
DESCRIPTION
The latest version of my talk on data-driven content. More stuff about analytics!TRANSCRIPT
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copyright 2011 Portent, Inc. portent.com
Data-Driven Content
@portentintIan Lurie
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WHY IS CONTENT ALWAYSSO AWFUL?
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“I DON’T KNOW WHAT TO WRITE!!!”
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“I’LL GIVE YOU MORE BUDGET WHEN YOU PROVE IT EARNS US MONEY.”
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Oy
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GRRRRRRRRRR
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Site-wide ranking.
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Competition.
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GREAT CONTENT IS NO LONGER OPTIONAL.
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DATA-DRIVEN CONTENT
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DATA-DRIVEN CONTENTSTRATEGY
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MEASUREFIND OPPORTUNITIESRESEARCH SUBJECT MATTERSTACK THE DECK
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DOCUMENT EVERYTHING
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MEASURE
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Is anyone reading this stuff?
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CRAZYEGG.COMSCROLL MAP
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LOTS OF ATTENTION
LESS ATTENTION
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A LOT OF ‘SCANNING’
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CONTENT EFFICIENCY REPORT: AVINASH KAUSHIK
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FIND OPPORTUNITIES
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Find the easy wins.
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NOT PROVIDED
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ARGH!!!!!
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PERSONALIZATION
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I got not provided
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Bleah
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Nice average position
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Decent CTR
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And some clicks
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Good!!!
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Bad!!!
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QueryContentBounce rateIntent
+
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Generalities
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Smart-assery
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Fail
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Conclusion: Get specific. Write a real proposal template.
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How competitive?
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Not bad
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SEOMOZ SERP overlay
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Egads.
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But maybe... Just maybe...
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But maybe... Just maybe...
It’s not about rankings!!!
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Expand
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Document
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DOCUMENTDOCUMENTDOCUMENT
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RESEARCH SUBJECT MATTER
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What’s everyone talking about?
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Take a gander at the Googles!
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Shouldn’t take more than 5 minutes.
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Fail
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Assemble a corpus
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Kor - PUS
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google.com/alertsRecord
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other search resultsRecord
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TwitterRecord
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Grab Twittersearch.twitter.com/search.atom?q=seo
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Favorite blogsAlltop
Record
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Analyze
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WORDLE.NET
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Important!!!!
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Mobile SEO, anyone?Tablets?
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DON’T BE A:
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google.com/insights/search/
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Draw conclusionsBrain required
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Brainstorm headlinesBrain required
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DOCUMENT EVERYTHING
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LESSONS
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DOCUMENT
EVERYTHING
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Brainrequired
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MARKETING = WORK
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This certificate entitles the bearer to kick the crap out of multi-billion dollar competitors with little or no effort.
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Don’t be a
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MEASUREFIND OPPORTUNITIESRESEARCH SUBJECT MATTERSTACK THE DECK
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copyright 2011 Portent, Inc.portent.com
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