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              Today’s Webinar:
   Publish or Perish: Using Data and
 Insights to Make Your Content Thrive



#CMI   @juntajoe   @drKPtexas
#cmi




Before We Get Started
• Interact with the presenters anytime – ask questions!
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#CMI   @juntajoe   @drKPtexas
#cmi




  Hi I’m Joe Pulizzi
  (@juntajoe)




#CMI   @juntajoe   @drKPtexas
#cmi




CMI teaches marketers how to effectively own their
 media channels to attract and retain customers.
        EVENTS                  MEDIA      CONSULTING




                            CCO Magazine
#CMI   @juntajoe   @drKPtexas
#cmi




        November 7-8, 2012
          Cleveland, OH         November 15, 2012
                                  New York, NY




          4-5-6 March, 2013
          Sydney, Australia     Sept. 9-12, 2013
                                CLEVELAND, OH


#CMI   @juntajoe   @drKPtexas
#cmi


Today’s Agenda:
• The five components of good content
• How to use data and customer insights to
  create more relevant and engaging content
• Common publishing mistakes that businesses
  make
• How to get started with a real-time content
  marketing strategy



 #CMI   @juntajoe   @drKPtexas
#cmi



Today’s Presenter:
  Karen Pate
  iCrossing
  @drKPtexas




 #CMI   @juntajoe   @drKPtexas
An interesting story about the struggle with data…

 To use data…                                        Or not to use data…
 • If we don’t use data,                             • Data can be too
   we are making it up                                 prescriptive stifling
 • Publishing without data                             creativity
   is publishing on a whim                           • Data is too formulaic
 • How else would we                                 • Data is about looking
   know we are right                                   back, we should be
                                                       looking forward




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                             8
The truth is… the use of data should be balanced




           User-                                        User-       User-Surprised
          Guessed                                     Informed       & Delighted

 Not looking at all                                  Looking back   Looking forward




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                                    9
Why Data?
What data can do for you

            • Set the direction of your content marketing plan
            • Offer a view or lens to your content
            • Validate a content “hunch” or idea
            • Lead to a “golden nugget” of content
            • Prevent you from falling into a content
              publishing black hole




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL               11
In a content-crowded world


                           Customers will gravitate to content that is:



          Visible                              Useful   Usable   Desirable   Engaged




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                                     12
A little clarity on the term “data”




Data                                Information      Knowledge   Wisdom




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                        13
A little more clarity to focus this discussion

            Different types of data:
            • Customer
                      – Demographic
                      – Behavioral (observed and inferred)
                      – Emotional
                      – Preferential

            There’s also:
            • Competitive
            • Industry/Business data


COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL           14
What we get from customer data
   Demographic




                 Customer attributes:
                 • Identify who your customers are

                 • Determine what they are doing and how they are doing it
   Behavioral




                 • Listen to what they are saying
Emotional &
Preferential




                 • Learn what they are thinking       The data starts to get a little
                                                      “squishy” but there are still
                 • Sense what they are feeling        some good insights.




 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                                     15
A sample set of customer/content data

     Customer
     • Linguistic profile                            • Conversation analysis
     • Keyword analysis                              • Site traffic analysis
     • Paid search keyword                           • Customer decision journey
       assessment

     Content
     • Content gap analysis (including brand-owned
       social spaces)
     • Content audits (including competitive)


COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                                 16
So how is data good for
    content marketing?
What data can do for you

            • Set the direction of your content marketing plan
            • Offer a view or lens to your content
            • Validate a content “hunch” or idea
            • Lead to a “golden nugget” of content
            • Prevent you from falling into a content publishing
              black hole




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                 18
Data leads to the where, what and how of your
 universe of content

            Where is a brand’s content landscape?
            •       Content areas directly related to a brand’s products and services
            •       Opportunities in themes and topics indirectly related


            What content is a brand providing, what should be provided?
            •       Using current assets
            •       Repurposing assets to increase effectiveness
            •       Identifying content a brand needs


            How will the content be distributed?
            •       proper channels to reach users
            •       relationships between channels and objects within the channels

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                                      19
Where is a brand’s content landscape


   Directly Related                    Indirectly Related


      Product


   Product Information                               Application   Association   Goodwill




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                                          20
Where is a brand’s content landscape
                                                         Example
                                                         Business: Retail store
   A few related characteristics about moms              Product: External hard drives
                                                         Target audience: Moms
   •       Take a lot of pictures
   •       Important to preserve their pictures
   •       Share and seek information from other moms


   Linguistic profile and Conversation analysis tells us:
   •       There are a lot of questions about managing and keeping their
           photos


   Content gap analysis tells us:
   •       How visible topics related to photos and photo storage are


COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                                       21
Where is a brand’s content landscape
                                                                                    Example
                                                                                    Business: Retail store
                                                                                    Product: External hard drives
   Directly Related                    Indirectly Related                           Target audience: Moms


       Product


   Product Information                               Application            Association           Goodwill

   •     How to compare                              Photo storage:         Photo taking:         Community:
         hard drives                                 •   Just how easy      •   Creating          •   Digital
   •     How to choose                                   is it to store         compelling            scrapbooking
         the right hard                                  your pictures on       composition           taught at local
         drive for you                                   an external        •   How to                stores
                                                         hard drive             introduce
                                                     •   How to get your        photography
                                                         pictures from          to kids
                                                         your phone to
                                                         your hard drive


COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                                                                  22
How will the content be distributed




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   23
What data can do for you

            • Set the direction of your content marketing plan
            • Offer a view or lens to your content
            • Validate a content “hunch” or idea
            • Lead to a “golden nugget” of content
            • Prevent you from falling into a content publishing
              black hole




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                 24
Example: Financial/Banking
      Products


                    Checking                           CDs
                    • How to avoid checking account    • Understanding CDs
                      fees                             • How to find a good CD rate
                    • Setting up a checking account
      View/Lens




                    Life Stage                         Life Events/Occurrences
                    • Tips for saving for retirement   • How to get out of debt
                    • How to pay for a wedding         • Can you afford to buy a house




                    Security                           Teens
      Ideas




                    • Do your part for secure online   • Should my teenager have a
                      banking                             debit card?
                    • What is online phishing          • Teaching your 16-year old about
                                                          finance


COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                                         25
What data can do for you

            • Set the direction of your content marketing plan
            • Offer a view or lens to your content
            • Validate a content “hunch” or idea
            • Lead to a “golden nugget” of content
            • Prevent you from falling into a content publishing
              black hole




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                 26
Example: Financial/Banking

 Using a customer decision journey to find the “swirls”, pain-points, etc.
 allows you to identify specific content remedies




                                                                      Selecting a      Applying for a     Managing a
                                                                      credit card       credit card       credit card



 Common Drivers                         Typical Emotions        Shopping Actions      Applying Actions   Actions
 • Establish credit                     • First-time to apply   • Compare             • Complete form    • Paying on time
 • Use practically                      • Acceptance fears      • Shopping criteria                      • Understanding interest
                                          & doubts                •   Perks                              • Improving your credit
 • Consolidate debt
                                        • Consolidate debt        •   Rates
                                                                  •   Fees                               • Debt consolidation
                                                                  •   Easy
                                                                  •   Pre-approved




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                                                                                  27
What data can do for you

            • Set the direction of your content marketing plan
            • Offer a view or lens to your content
            • Validate a content “hunch” or idea
            • Lead to a “golden nugget” of content
            • Prevent you from falling into a content
              publishing black hole




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL               28
Example: Life Insurance

 Using a customer decision journey, linguistic profile and conversation
 analysis to identify where activities are done on and offline (helps you
 allocate your publishing dollars appropriately)




                              Identify               Compare   Narrow   Decide   Buy




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                                     29
Wrap Up
Achieving balance

  If you are a…
  • Data Junkie – don’t just pile on the data; learn how to
    extract meaning and give your findings application –
    the legs to take your content somewhere.
  • Publishing Free Spirit – don’t bolt on data after the
    fact – giving it lip service; learn how data can lead to
    content and idea discovery.




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL             31
Data can get your content marketing plan on track

            • Set the direction of your content marketing plan
            • Offer a view or lens to your content
            • Validate a content “hunch” or idea
            • Lead to a “golden nugget” of content
            • Prevent you from falling into a content publishing
              black hole


                      Visible                        Useful   Usable   Desirable   Engaged




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                                           32
Thank you
                                Karen Pate, Ph.D.
                              VP, Content Strategy
                                         iCrossing
                         Karen.Pate@icrossing.com



                                  Stay Connected
               Find out more at www.icrossing.com
                     Call us toll-free at 866.620.3780
Follow us on twitter @icrossing and @thecontentlab
           Become a fan at facebook.com/icrossing
#cmi




           Questions & Answers
       Keep your questions coming. Type into the
       “ask a question” text area and click submit.




#CMI    @juntajoe   @drKPtexas
#cmi




       Thank you for attending
          today’s webinar!
A link to the archive will be sent to you in a day or two
                     after the event.

  For more on the Content Marketing Institute
          visit: http://ContentMarketingInstitute.com




#CMI   @juntajoe   @drKPtexas

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Using Data and Insights to Make Your Content Thrive - iCrossing

  • 1. #cmi Today’s Webinar: Publish or Perish: Using Data and Insights to Make Your Content Thrive #CMI @juntajoe @drKPtexas
  • 2. #cmi Before We Get Started • Interact with the presenters anytime – ask questions! • Type into the “ask a question” text area – click submit. • The slides will advance automatically throughout the event. • Having trouble? Click “Help” link below the media player. #CMI @juntajoe @drKPtexas
  • 3. #cmi Hi I’m Joe Pulizzi (@juntajoe) #CMI @juntajoe @drKPtexas
  • 4. #cmi CMI teaches marketers how to effectively own their media channels to attract and retain customers. EVENTS MEDIA CONSULTING CCO Magazine #CMI @juntajoe @drKPtexas
  • 5. #cmi November 7-8, 2012 Cleveland, OH November 15, 2012 New York, NY 4-5-6 March, 2013 Sydney, Australia Sept. 9-12, 2013 CLEVELAND, OH #CMI @juntajoe @drKPtexas
  • 6. #cmi Today’s Agenda: • The five components of good content • How to use data and customer insights to create more relevant and engaging content • Common publishing mistakes that businesses make • How to get started with a real-time content marketing strategy #CMI @juntajoe @drKPtexas
  • 7. #cmi Today’s Presenter: Karen Pate iCrossing @drKPtexas #CMI @juntajoe @drKPtexas
  • 8. An interesting story about the struggle with data… To use data… Or not to use data… • If we don’t use data, • Data can be too we are making it up prescriptive stifling • Publishing without data creativity is publishing on a whim • Data is too formulaic • How else would we • Data is about looking know we are right back, we should be looking forward COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
  • 9. The truth is… the use of data should be balanced User- User- User-Surprised Guessed Informed & Delighted Not looking at all Looking back Looking forward COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
  • 11. What data can do for you • Set the direction of your content marketing plan • Offer a view or lens to your content • Validate a content “hunch” or idea • Lead to a “golden nugget” of content • Prevent you from falling into a content publishing black hole COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
  • 12. In a content-crowded world Customers will gravitate to content that is: Visible Useful Usable Desirable Engaged COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12
  • 13. A little clarity on the term “data” Data Information Knowledge Wisdom COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13
  • 14. A little more clarity to focus this discussion Different types of data: • Customer – Demographic – Behavioral (observed and inferred) – Emotional – Preferential There’s also: • Competitive • Industry/Business data COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14
  • 15. What we get from customer data Demographic Customer attributes: • Identify who your customers are • Determine what they are doing and how they are doing it Behavioral • Listen to what they are saying Emotional & Preferential • Learn what they are thinking The data starts to get a little “squishy” but there are still • Sense what they are feeling some good insights. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15
  • 16. A sample set of customer/content data Customer • Linguistic profile • Conversation analysis • Keyword analysis • Site traffic analysis • Paid search keyword • Customer decision journey assessment Content • Content gap analysis (including brand-owned social spaces) • Content audits (including competitive) COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
  • 17. So how is data good for content marketing?
  • 18. What data can do for you • Set the direction of your content marketing plan • Offer a view or lens to your content • Validate a content “hunch” or idea • Lead to a “golden nugget” of content • Prevent you from falling into a content publishing black hole COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
  • 19. Data leads to the where, what and how of your universe of content Where is a brand’s content landscape? • Content areas directly related to a brand’s products and services • Opportunities in themes and topics indirectly related What content is a brand providing, what should be provided? • Using current assets • Repurposing assets to increase effectiveness • Identifying content a brand needs How will the content be distributed? • proper channels to reach users • relationships between channels and objects within the channels COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
  • 20. Where is a brand’s content landscape Directly Related Indirectly Related Product Product Information Application Association Goodwill COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
  • 21. Where is a brand’s content landscape Example Business: Retail store A few related characteristics about moms Product: External hard drives Target audience: Moms • Take a lot of pictures • Important to preserve their pictures • Share and seek information from other moms Linguistic profile and Conversation analysis tells us: • There are a lot of questions about managing and keeping their photos Content gap analysis tells us: • How visible topics related to photos and photo storage are COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21
  • 22. Where is a brand’s content landscape Example Business: Retail store Product: External hard drives Directly Related Indirectly Related Target audience: Moms Product Product Information Application Association Goodwill • How to compare Photo storage: Photo taking: Community: hard drives • Just how easy • Creating • Digital • How to choose is it to store compelling scrapbooking the right hard your pictures on composition taught at local drive for you an external • How to stores hard drive introduce • How to get your photography pictures from to kids your phone to your hard drive COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22
  • 23. How will the content be distributed COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23
  • 24. What data can do for you • Set the direction of your content marketing plan • Offer a view or lens to your content • Validate a content “hunch” or idea • Lead to a “golden nugget” of content • Prevent you from falling into a content publishing black hole COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
  • 25. Example: Financial/Banking Products Checking CDs • How to avoid checking account • Understanding CDs fees • How to find a good CD rate • Setting up a checking account View/Lens Life Stage Life Events/Occurrences • Tips for saving for retirement • How to get out of debt • How to pay for a wedding • Can you afford to buy a house Security Teens Ideas • Do your part for secure online • Should my teenager have a banking debit card? • What is online phishing • Teaching your 16-year old about finance COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25
  • 26. What data can do for you • Set the direction of your content marketing plan • Offer a view or lens to your content • Validate a content “hunch” or idea • Lead to a “golden nugget” of content • Prevent you from falling into a content publishing black hole COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 26
  • 27. Example: Financial/Banking Using a customer decision journey to find the “swirls”, pain-points, etc. allows you to identify specific content remedies Selecting a Applying for a Managing a credit card credit card credit card Common Drivers Typical Emotions Shopping Actions Applying Actions Actions • Establish credit • First-time to apply • Compare • Complete form • Paying on time • Use practically • Acceptance fears • Shopping criteria • Understanding interest & doubts • Perks • Improving your credit • Consolidate debt • Consolidate debt • Rates • Fees • Debt consolidation • Easy • Pre-approved COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 27
  • 28. What data can do for you • Set the direction of your content marketing plan • Offer a view or lens to your content • Validate a content “hunch” or idea • Lead to a “golden nugget” of content • Prevent you from falling into a content publishing black hole COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 28
  • 29. Example: Life Insurance Using a customer decision journey, linguistic profile and conversation analysis to identify where activities are done on and offline (helps you allocate your publishing dollars appropriately) Identify Compare Narrow Decide Buy COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 29
  • 31. Achieving balance If you are a… • Data Junkie – don’t just pile on the data; learn how to extract meaning and give your findings application – the legs to take your content somewhere. • Publishing Free Spirit – don’t bolt on data after the fact – giving it lip service; learn how data can lead to content and idea discovery. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 31
  • 32. Data can get your content marketing plan on track • Set the direction of your content marketing plan • Offer a view or lens to your content • Validate a content “hunch” or idea • Lead to a “golden nugget” of content • Prevent you from falling into a content publishing black hole Visible Useful Usable Desirable Engaged COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 32
  • 33. Thank you Karen Pate, Ph.D. VP, Content Strategy iCrossing Karen.Pate@icrossing.com Stay Connected Find out more at www.icrossing.com Call us toll-free at 866.620.3780 Follow us on twitter @icrossing and @thecontentlab Become a fan at facebook.com/icrossing
  • 34. #cmi Questions & Answers Keep your questions coming. Type into the “ask a question” text area and click submit. #CMI @juntajoe @drKPtexas
  • 35. #cmi Thank you for attending today’s webinar! A link to the archive will be sent to you in a day or two after the event. For more on the Content Marketing Institute visit: http://ContentMarketingInstitute.com #CMI @juntajoe @drKPtexas