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From Ideation to Publication: How to Incorporate Data Into Your Content Strategy

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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
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!
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
IDEATION Use BuzzSumo to monitor trending topics
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?
Collect and store information from your sales and/or product team to understand their pain points.
Other tools for collecting pain points include sourcing JIRA, utilizing Slack or another messaging platform, or just having a conversation with your sales team.
Don’t reinvent the wheel!
What has performed well in the past? - Repurpose topics into new formats (infographics, videos, whitepapers).
What has performed well in the past? - Refresh old topics with new content.
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 - There are several components that you should be paying attention to
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
Headline Data
Word Count - There is a correlation between content length and social shares. source: https://blog.bufferapp.com/ optimal-length-social-media
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 - Day and Time - Use tools like Buffer to help understand the best times for content promotion. JULY 14
Medium - Select the right platform for promotion based on your audience.
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.
Results - Select the right platform for tracking results.
CONTENT ANALYSIS - What to Measure - Traffic, read-through rate, click-through rate, social shares, leads, sales, etc.
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.
A Data-Driven Strategy Framework
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.

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From Ideation to Publication: How to Incorporate Data Into Your Content Strategy

  1. 1. From Ideation to Publication: How to Incorporate Data Into Your Content Strategy INFLUENCE & CO.
  2. 2. #KissWebinar @ThueLMadsen
  3. 3. 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
  4. 4. #KissWebinar @bkblackandgold
  5. 5. 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
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. Why should you incorporate data into your content strategy?
  8. 8. 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!
  9. 9. 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.
  10. 10. The Content Life Cycle
  11. 11. THE CONTENT LIFE CYCLE
  12. 12. IDEATION
  13. 13. IDEATION Use BuzzSumo to monitor trending topics
  14. 14. IDEATION Look at forums like Quora, Reddit, LinkedIn Groups, etc., to monitor real discussions and questions that your audience is asking.
  15. 15. IDEATION What are your customers saying?
  16. 16. IDEATION Collect and store information from your sales and/or product team to understand their pain points.
  17. 17. 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.
  18. 18. IDEATION Don’t reinvent the wheel!
  19. 19. IDEATION - What has performed well in the past? - Repurpose topics into new formats (infographics, videos, whitepapers).
  20. 20. IDEATION
  21. 21. IDEATION
  22. 22. IDEATION - What has performed well in the past? - Refresh old topics with new content.
  23. 23. 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.
  24. 24. CONTENT CREATION
  25. 25. 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
  26. 26. 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
  27. 27. CONTENT CREATION - Headline Data - Certain words, numbers, and even headline lengths may better engage your audience. source: https://www.hubspot.com
  28. 28. CONTENT CREATION - Word Count - There is a correlation between content length and social shares. source: https://blog.bufferapp.com/ optimal-length-social-media
  29. 29. 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.)
  30. 30. PUBLICATION/ DISTRIBUTION
  31. 31. PUBLICATION/DISTRIBUTION - Day and Time - Use tools like Buffer to help understand the best times for content promotion. JULY 14
  32. 32. PUBLICATION/DISTRIBUTION - Medium - Select the right platform for promotion based on your audience.
  33. 33. 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.
  34. 34. PUBLICATION/DISTRIBUTION - Results - Select the right platform for tracking results.
  35. 35. LEARN MORE Start optimizing your marketing today with a free trial of Kissmetrics
  36. 36. CONTENT ANALYSIS
  37. 37. CONTENT ANALYSIS - What to Measure - Traffic, read-through rate, click-through rate, social shares, leads, sales, etc.
  38. 38. CONTENT ANALYSIS source: https://www.hubspot.com
  39. 39. 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.
  40. 40. PUBLICATION
  41. 41. A Data-Driven Strategy Framework
  42. 42. THE CONTENT LIFE CYCLE
  43. 43. 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.
  44. 44. BRITTNI KINNEY Client Engagement Specialist, Influence & Co. @bkblackandgold brittni@influenceandco.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

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