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An Introduction to Data-Driven Content

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An Introduction to Data-Driven Content

  1. 1. An Introduction to Data Driven Content Stephanie Mansueto Senior Director of Content Strategy stephanie.mansueto@rockcontent.com
  2. 2. About Rock Content Founded in 2013, Rock Content provides over 2,000 brands, marketers and agencies with innovative content marketing solutions, creative services, on-demand talent, and professional training. Rock acquired ScribbleLive in late 2019 and now employs over 500 people globally and maintains a talent network of over 80,000 creative professionals. Together, we all share in Rock’s mission to create growth opportunities for our customers, talent community, and Rockers worldwide.
  3. 3. Stephanie Mansueto Senior Director of Content Strategy, Rock Content ● 15 years industry experience ● Digital Content Creator ● Content Strategist ● Professional Services Leader stephanie.mansueto@rockcontent.com @stephmansueto
  4. 4. Today We’ll Cover: ● What is data driven content and what can it accomplish? ● What are common goals of content and where data strategy fits in. ● Tactical ways to implement a data strategy ● Q&A
  5. 5. What is Data Focused Content? Data driven content marketing means knowing exactly what your audience is looking for using all the available web analytics tools, and then tailoring, formatting, and timing your content accordingly.
  6. 6. When people think content, they often think creative. But in reality, great content is a blend of both creativity and data. *Convince & Convert
  7. 7. Content Strategy focuses on the creation & distribution of content at all stages of the customer journey; attract, convert, retain and ensures that content is sent to the right user at the right time in their content journey.
  8. 8. But without a data strategy, you would never know if you are sending the right content and if that content is impactful.
  9. 9. What do we aim to achieve from a data driven content strategy? ● Educate our customers & prospects - a more informed buyer is a more qualified buyer and one will that will be more sticky as a customer. ● Influence conversions - content marketing is a great way to encourage people to complete our lead form to access materials. ● Gain exposure as thought leaders - Content enables you to showcase your expertise within your industry which builds trust with customers. ● To learn who our audience is and what motivates them - great content, when partnered with data tools, can tell us a lot about our customers - what drives them, what they want to learn and what influences their buying decisions.
  10. 10. 5% of marketers rate their overall content approach as extremely successful
  11. 11. Only 5%? That is a lot of disappointed marketers & business stakeholders.
  12. 12. So, how can we improve our content approach?
  13. 13. Merge content strategy with data strategy
  14. 14. The Steps to Create a Data Driven Content Strategy ● Research ● Content Planning ● Creation ● Distribution ● Analyzing
  15. 15. Research Competitive Analysis, Internal Content Audit and Market Research
  16. 16. Content Audit: ● Take Stock of What You Have - Create a Google Sheet of your content - blogs, assets, video, etc. ● Get Organized - Once you have your content organized in one spreadsheet, add any details you can compile into the sheet including but not limited to: ○ Date launched/Last updated ○ Category ○ Content Type ○ Ranking or Performance Metrics ○ Action Item - Update, Merge, or None How to complete an effective Step 1: Research
  17. 17. Competitive Analysis: ● Define Who Your Competition Really Is: Just because you’re in the same industry, doesn’t mean you’re going after the same audience. ● What is their Product Strategy: Analyze review sites, product forums, request a demo or sign up for a trial, etc. ● Analyze their Content Strategy: What keywords are they targeting, what content are they creating, how often are they distributing new content pieces, and use marketing tools to find what keywords rank highest for their content. ● Compile your Research: Pull all of your research together in a format that is easy to share, update, and reference. Google Sheets & Trello work well for us! How to complete an effective Step 1: Research
  18. 18. Target Audience: ● Who Consumes your Content Today - Use social and web analytics to learn more about your current subscriber base. ● Outline the Benefits of your Products and What Challenges it Solves - Digging into what your product offers and the challenges it solves will help you determine who they may benefit.. ● Talk to Sales & Customer Success - Who buys our product and who succeeds in their adoption of it? How to define your Step 1: Research
  19. 19. Content Planning Content Process & Workflows, Content Calendar, and Strategic Objectives
  20. 20. Content Objectives: ● Think S.M.A.R.T. - Your content objectives should align with business objectives. The best way to do this is to make them S.M.A.R.T. -- ○ Specific ○ Measurable ○ Achievable ○ Realistic ○ Timely How to measure and determine Step 2: Content Planning
  21. 21. Content Plan ● Create a Content Workflow - How will your content be created,, reviewed, approved, and delivered? ● Ideation - Brainstorm with your team to come up with content ideas that your audience actually wants. ● Editorial Calendar - Define when and where you will publish your content in a Editorial Calendar. Let’s get ready to formalize a Step 2: Content Planning
  22. 22. Creation Content for the Customer Journey and Content Formats
  23. 23. Customer Journey ●Awareness ●Consideration ●Decision ●Onboarding ●Retention / Advocacy Creating Content for the Step 3: Creation
  24. 24. Content Formats: ● Infographic ● Blog Posts ● Ebooks / White Papers ● Data Sheets ● Presentations ● Sales One Sheeters ● Interactive Content ● Webinars ● Tutorials ● Checklists ● Landing Pages Step 3: Creation
  25. 25. What to Track During this Stage ● How long did the content take to create? ● How many resources did it take to complete? ● Was it created in house or by a contractor? What was the contractors rate? ● Did we buy a tool to create this content? How much does that tool cost? Step 3: Creation
  26. 26. Distribution Deployment to the right Channels for Visibility
  27. 27. Distribute Content: ● Social Media ● Video Platforms ● Email Campaigns ● Events or Conferences ● On-Site ● Guest Blogging What platforms are best to Step 4: Distribution
  28. 28. Analyzing Performance Analyze, Optimize, Test, and Improve
  29. 29. Content Analysis: ● Page Views ● Unique Visits ● Average Time on Page ● Engagement ● Bounce Rate ● Traffic Source or Traffic Driver ● Shares/Comments/Follows/Mentions ● Subscribes ● Leads Generated Let’s do some Step 5: Analyzing Performance
  30. 30. Analysis to Inform the Future ● Optimize your Content ● Launch an A/B Split Test ● Create Supporting Content ● Tweak the Social Message ● Try a Different Audience ● Ask your Audience for their Thoughts Let’s do some Step 5: Analyzing Performance
  31. 31. Having a data driven content strategy will help us have higher performing and higher quality content.
  32. 32. Keys to a Successful Data Driven Strategy: ● Start Research ● Create a Content Plan ● Develop your Content in Varying Formats ● Distribute it Across Channels ● Analyze, Optimize, Improve Always be learning! To wrap us up:
  33. 33. Thank You! Any questions? You can find me at: Stephanie Mansueto Senior Director of Content Strategy stephanie.mansueto@rockcontent.com

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