It doesn't matter whether you are publishing blogs or how-to videos: your content marketing is only as good as your understanding of your audience. On Tuesday, October 30, 2012, iCrossing and the Content Marketing Institute held a webinar on how you can use data and customer insight to become a smarter content marketing publisher.
During this session, Karen Pate, vice president of Content Strategy at iCrossing, walked attendees through a data-driven approach to content planning and publishing that will help you identify the right content strategy and roadmap for your business, including how to make your content more visible, useful, usable, desirable and engaging. She was joined by Joe Pulizzi, the renowned founder of the Content Marketing Institute, and a popular blogger and speaker on content marketing.
Using Data and Insights to Make Your Content Thrive - iCrossing
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Today’s Webinar:
Publish or Perish: Using Data and
Insights to Make Your Content Thrive
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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.
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Hi I’m Joe Pulizzi
(@juntajoe)
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CMI teaches marketers how to effectively own their
media channels to attract and retain customers.
EVENTS MEDIA CONSULTING
CCO Magazine
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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
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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
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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
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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
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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
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12. In a content-crowded world
Customers will gravitate to content that is:
Visible Useful Usable Desirable Engaged
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13. A little clarity on the term “data”
Data Information Knowledge Wisdom
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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
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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.
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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)
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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
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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
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20. Where is a brand’s content landscape
Directly Related Indirectly Related
Product
Product Information Application Association Goodwill
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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
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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
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23. How will the content be distributed
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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
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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
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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
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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
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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
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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
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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.
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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
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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
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Questions & Answers
Keep your questions coming. Type into the
“ask a question” text area and click submit.
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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