How to Become a Data Driven Content Marketer

How to Become a Data Driven Content
Marketer
Jeff Riddall
VP Product and Customer Success
jeff.riddall@getmintent.com

Mintent.id/ELU-DataDrivenContent @getmintent
hello
• VP Product & Customer Success
• 20+ years of digital marketing experience
• 9+ years with Mintent
• Blogger
• Social Media Addict
• Craft Beer Snob
• Former Hockey Dad (imahockeydad.com)
jeff.riddall@gshiftlabs.com
@Jriddall on Twitter
JRiddall on LinkedIn
jeffriddall on Instagram
jeff-riddall on Snapchat
Jeff Riddall on Facebook

agenda
● The Modern Marketer’s Growing Dilemma
● Managing Your Web Presence
● Search and Social
● Who and Where is Your Audience?
● Content is Still King
● Optimize Your Content
● Distribute Your Content
● Measure Everything
● Q & A

the marketer’s growing dilemma
“Customers have moved from a discrete
linear purchase path to moving at their pace
when and wherever they want”
Gartner 2015
“70% of the buyers journey is complete before
a buyer even reaches out to sales”
Sirius Decisions

myth of the buyer’s journey

in travel, the funnel is a pretzel
Research conducted by Nielsen for Google in 2014
showed customers spend an average of 53 days
booking their trip, during which they view 28
different sites over 76 sessions, while more than half
of travelers use social media for travel tips.
http://www.traveltrends.biz/ttn555-consumers-overwhelmed-as-funnel-turns-to-pretzel/

your web presence
• Encompasses all of your brand’s
digital points of presence:
– Your website
– Off-site content – blog posts,
articles, press releases
– Social media accounts and posts
– YouTube and other video networks
– Social local – Yelp, TripAdvisor
– Review sites
– Directory listings
– Paid Ads
– User generated content
– Dark Social - email, messaging apps

it all starts with organic search
Search and social play an important role for customers throughout the customer
life cycle. People turn to both search and social channels throughout the stages
of their journey – with over 90% of customers report they use search at every
stage of their customer lifecycle and over 85% of customers saying they use
social channels for discovery and consideration or purchase.
Forrester, April 2016

mobile organic search
https://www.thinkwithgoogle.com/consumer-insights/consumer-travel-smartphone-usage/

then it all goes social
• Customers visit your website to make sure you
exist and are credible
• Research is done outside of your website
through social media or via people (influencers)
customers trust
• Positive or negative feedback can be published
at any time during the process
• These conversations are happening whether
you acknowledge them or not

but which social
• Which goals do you want to achieve with social
media marketing? Do you want to improve brand
awareness or generate leads?
• Which channels does your target audience use?
• What kind of content do you plan to create? Will it
be more of image-based content, blog post links or
video content?
• Which channels are your competitors using?
• How many social media channels can you manage?
Most popular social networks worldwide as of January 2019, ranked by
number of active users (in millions) via Statista.com

social for travel
https://www.mdgadvertising.com/marketing-insights/infographics/vacationing-the-
social-media-way-infographic/

content is still King
“If the social web were a living
organism, content would be the air that
it breathes.”
“You must have at least one source of
original rich content and you have 3
viable options: a blog, a podcast or a
video series.”
“A source of rich content provides
something that is shareable,
conversational and engaging for social
platforms.”

modern content campaigns

start with a strategy and a calendar

but which content
Create content you
feel your audience is
most likely to
engage with and
then measure to see
whether or not this
is the case.
2015 Content Marketing Trends – Content Marketing Institute/MarketingProfs

what does Google want?
Current, relevant, authoritative content.
Organizations need to prove to Google they are the definitive source of whatever keywords (products,
services, content) they want to be found for.
Google’s mission has never changed - “to organize the world's information and make it
universally accessible and useful.” In other words, deliver the right content to the right
people at the right time.

optimize your content
• All starts with Keywords and Content –
providing the best answer to a searcher’s
question(s) – i.e. intent
• On-Site Optimization (Keyword rich Title Tags,
Headings (H1, H2, etc), internal and external
links, image alt tags, meta descriptions)
• Schema where appropriate (Products, Events,
Questions and Answers)
• Mobile Friendly
• Engaging, Shareable Content (Text, Images,
Audio, Video)
• Relevant Backlinks

more on intent
Search intent optimization is all about delivering the
right answer exactly the way your target audience
want it.
There are three major types of search intent:
• Do (also known as “commercial” or “high”
intent): The search user is ready to act (buy,
join, etc.).
• Know (also known as “informational” intent): A
search user is looking for information.
• Go (also known as “navigational” intent): Search
users know which site or brand they want to go
to.

intent based content
NYCGo.com

optimize your social content
• social content is indexed and can
appear in search results too
• optimize social posts using topical,
related keywords from blog or site
content
• incorporate relevant keywords as
hashtags, which are the basis of
social search
• include visible social follow buttons
on your site and social sharing
buttons within your content

establish human connections
• identify and establish human
connections with relevant social
users and influencers Tip: Use
Instagram or Twitter search to see
who’s using keywords / #hashtags
you want to be found for
• curate and share relevant content
from others in hopes of reciprocation
• build your social community focused
on trust and relationships

user generated and influencer content
@puremichigan

“Content builds relationships. Relationships are
built on trust. Trust drives revenue.”
Andrew Davis, Bestselling Author and Speaker

distribute your content
• publish & distribute content
wherever you’ve determined your
audience is and have established a
following
• identify and build connections with
relevant influencers who can help
share your content with their
trusting audience
• use unique trackable links (Smart
URLs) to measure what is working or
not working by influencer, channel,
content type, etc.

validate your external content
• Identify and validate all of your
points of presence in off-site sources
such as directories, local social
networks (i.e. Yelp) and review sites
• Where possible, incorporate Smart
URLs to relevant pages on your
website e.g. specific product or
services pages
• Monitor engagement with and the
relative effectiveness of all
distribution channels

measure everything
• Google Analytics
• Google Search Console
• SEO Monitoring
• Smart URLs
• Social Analytics and
Listening

website traffic

organic visibility
• Focus on the relative
visibility of groups /
klusters of topical or
logically organized
keywords rather than
individual keywords.
• Identify keyword and
content opportunities.
• Build on existing
authority.

measure content engagement
• Reach, Likes and Shares are great, but Clicks
and Conversions are better.
• Leverage branded Smart URLs
• Measure and monitor top performing
content, engagement over time,
engagement by channel, by influencer, by
content type, by geography
• Define and monitor conversion paths, which
may cross on-site and off-site content
• Optimize content distribution for maximum
engagement

“There are three objectives for content
marketing: reach, engagement, conversion.
Define key metrics for each.”
Michael Brenner, CEO, Marketing Insiders Group

stuff to remember
• Today’s buyer’s journey is a pretzel.
• Nearly every online buyer journey starts with search,
more of which are mobile.
• Identify who and where your audience is, then connect
with them.
• Create, publish and distribute keyword rich, intent
optimized content via targeted channels.
• Measure everything, but especially true engagement –
clicks and conversions.

Q & A
Download this deck from SlideShare
mintent.id/ELU-DataDrivenContent
Visit the Mintent blog
mintent.id/ELU-MintentBlog
Contact Me Anytime
jeff.riddall@getmintent.com
thank you

How to Become a Data Driven Content Marketer

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