from ideation to publication: how to incorporate data into your content strategy
TRANSCRIPT
From Ideation to Publication: How to Incorporate Data Into Your Content Strategy
INFLUENCE & CO.
#KissWebinar
@ThueLMadsen
Thue Madsen is the Kissmetrics webinar wizard and marketing operations manager. Before joining forces
with Kissmetrics, he was a Lyft driver in San Francisco, which is how he ended up a Kissmetrics marketer.
When Thue isn’t trying to automate everything around him, you can find him hiking the Sierras.
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Brittni Kinney is a client engagement specialist at Influence & Co., a content marketing agency that
specializes in creating content that fuels companies’ content marketing efforts and positions their key
employees as influencers in their industries. Influence & Co. was named to Forbes’ “Most Promising
Companies in America” list and chosen as a 2015 Content Marketing Agency of the Year finalist by
Content Marketing Institute. Equally impressive, Brittni won “best hair” in high school.
BRITTNI KINNEY Client Engagement Specialist, Influence & Co.
@bkblackandgold
#KissWebinar
@bkblackandgold
1 Data = More Effective Content
Ideation
Creation
Publication/Distribution
Content Analysis
2 The Content Life Cycle
TABLE OF CONTENTS
3 A Data-Driven Strategy Framework
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Why should you incorporate data into your
content strategy?
WHY DATA?
88% 44%of B2B marketers
use content marketing, yet only 30% say they are
effective at it.
say their organizations are unclear of what
content marketing success even looks
like!
WHY DATA?
Data can be incorporated into all stages of your content marketing strategy to help ensure you aren’t wasting time creating content that isn’t
generating results.
The Content Life Cycle
THE CONTENT LIFE CYCLE
IDEATION
IDEATION
Use BuzzSumo to monitor trending topics
IDEATION
Look at forums like Quora, Reddit, LinkedIn Groups, etc., to monitor real discussions and questions that your audience is asking.
IDEATION
What are your
customers saying?
IDEATION
Collect and store information from your sales and/or product team to understand their pain points.
IDEATION
Other tools for collecting pain points include sourcing JIRA, utilizing Slack or another messaging platform, or just having a conversation
with your sales team.
IDEATION
Don’t reinvent the wheel!
IDEATION
- What has performed well in the past?
- Repurpose topics into new formats (infographics, videos, whitepapers).
IDEATION
IDEATION
IDEATION
- What has performed well in the past?
- Refresh old topics with new content.
IDEATION
Every year, Influence & Co. creates a new article about the top marketing conferences to attend, and it continues to be one of our
top-performing articles year after year.
CONTENT CREATION
CONTENT CREATION
- There are several components that you should be paying attention to: - How the content looks - What the content says - When and where the content is published
CONTENT CREATION
- Heat Maps - Look at how users are interacting with your content. Is there a certain length
at which readers tend to drop off?
source: https://www.crazyegg.com
CONTENT CREATION
- Headline Data - Certain words, numbers, and even headline lengths may better engage your
audience.
source: https://www.hubspot.com
CONTENT CREATION
- Word Count - There is a correlation between content length and social shares.
source: https://blog.bufferapp.com/optimal-length-social-media
CONTENT CREATION
- Publication Data - Look at data about the publication’s readership and the types of posts that do
well (how-to, op-ed, short, long, visual, etc.)
PUBLICATION/ DISTRIBUTION
PUBLICATION/DISTRIBUTION
- Day and Time - Use tools like Buffer to help understand the best times for content promotion.
JULY
14
PUBLICATION/DISTRIBUTION
- Medium - Select the right platform for promotion based on your audience.
PUBLICATION/DISTRIBUTION
- Optimization - Use quick, iterative tests. For example, use Facebook to quickly run an A/B
test on headlines, images, etc., and optimize your posts accordingly.
PUBLICATION/DISTRIBUTION
- Results - Select the right platform for tracking results.
LEARN MORE
Start optimizing your marketing today with a free trial of Kissmetrics
CONTENT ANALYSIS
CONTENT ANALYSIS
- What to Measure - Traffic, read-through rate,
click-through rate, social shares, leads, sales, etc.
CONTENT ANALYSIS
- Look at what’s performing well, and keep using that content in other channels. - Email marketing - Social
- Evaluate consistently. - We track on a weekly basis, but we also look back at our data in aggregate
to pull trends.
PUBLICATION
A Data-Driven Strategy Framework
THE CONTENT LIFE CYCLE
A DATA-DRIVEN STRATEGY FRAMEWORK
- Your Audience = Your Data - Just because it worked for someone else doesn’t mean it’ll work for your
audience. - If you aren’t sure, TEST!
- Measuring Growth - We track on a weekly basis, but we also look back at our data in aggregate
to pull trends.
- Avoiding Skewed Data - Look for statistically significant results before you make a major change to
your strategy. - Set your KPIs based on the results you’re looking for, and stick to them.
BRITTNI KINNEY Client Engagement Specialist, Influence & Co.
@bkblackandgold [email protected]
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen [email protected]
Questions?