Nobody has the time to waste on creating content that won't resonate with their audience. That's why it's important to get as much data-backed insight as possible into what will perform well, before you invest time in making the content. Here are few tools I use, as presented at TFM&A 2015.
How to Find Successful, Data-Backed Content Marketing Ideas
1. How to find successful, data-backed
content marketing ideas
Mark Walker, Eventbrite
2. About Eventbrite
• Horizontal ticketing and registration platform – helps you sell
tickets online or at the door; manage your attendees
efficiently.
• Founded in 2006 in Silicon Valley
• Over 200 million tickets sold across 1 million events in 187
countries
• £1.8 billion in gross ticket sales to date
• 60,000 organisers use Eventbrite every month
3. About Me
• Content Marketing & Social Media Manager
for UK & Ireland at Eventbrite
• Previously a start-up founder and an event
industry professional
• Now I manage our content marketing
(particularly our blog), social media, live
events and co-marketing partnerships
• Self-confessed digital marketing geek:
@jfdimark
#TFMA2015
4. Goals For The Session
• Find data-backed ideas for your content
marketing campaigns…
• To quickly fill your content calendars with
topics that will resonate with your
audience…
• Primarily using free tools
#TFMA2015
5. The Ideas Diet
• With ideas, and blogging (and life), “You get out what you put
in.”
• Read a lot, think a lot, be relentlessly curious, learning and
asking questions and you’ll have a lot of material to work with,
without even having to go through a specific process.
• Tip! Make your input balanced between these two types of
learning:
– Specific – Depth, authenticity, technical language, confidence
– General research – Breadth, creativity, uniqueness, popularity
– It’s when you mix the two together that the magic happens!
#TFMA2015
6. Where to Search
• Here…
– Customers
– Team
– Partners
– Company goals & objectives
• There…
– Sites like Buzzsumo
– Forums like Quora, LinkedIn
– Google (Trends, Keyword planner etc.)
– Social Media
• Everywhere!
– Your passions, hobbies and activities
– TV, radio, magazines, posters, conversations – anywhere!
#TFMA2015
7. For Social: Tool 1 - BuzzSumo
Find topics popular in target media, events, influencers etc.
#TFMA2015
8. For Social: Tool 1 - BuzzSumo
Find patterns across multiple sites
#TFMA2015