Data Driven Content Strategy and Outreach

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DATA DRIVEN CONTENT STRATEGY AND OUTREACH SMX Sydney 2014 Richard Baxter Founder [email protected] @builtvisible

description

Data Driven Content Strategy and Outreach - a method for better search marketing strategy and outreach.

Transcript of Data Driven Content Strategy and Outreach

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DATA DRIVEN CONTENT STRATEGY AND OUTREACH SMX Sydney 2014

Richard Baxter

Founder

[email protected]

@builtvisible

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Remember when this: was supposed to be a legit way to get links?

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Really targeted.

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Why am I going to talk to you about this?

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Here’s a good guide to getting your small business started:

“2 useful articles via @accountancyage”

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A typical content marketing project:

Social data touches our projects here

And here

And here

And here

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A Really Targeted Creative Process:

Discovery Creative Planning

Stakeholder Recruitment

Production Launch

Social data touches our projects here

And here And here And here

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“Which publishers should I be targeting?”

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“What content is most likely to work?”

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“Which influencers should I be talking to?”

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Tools you’ll need

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Gwittr generates *awesome* stats and insights from individual Twitter feeds. Needs a lot of scraping.

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GPlusData – find influential people on Google+ with powerful search functionality.

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Buzzsumo – use to export bulk social metrics by domain

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What is my target audience sharing?

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Our Process

Refine results from

Follower

wonk

Gather followers

Order results by

Social Authority

Extract “Domains

shared”

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Bio Keyword

Tweets + Follow

Count

Social Authority

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Followerwonk Fetcher! http://bit.ly/ffetcher

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Get that BIO link too!

Tip

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Get the Intersect - Who do *your* followers tend to

follow? - Who do your competitor’s

followers tend to follow? - Who do those people tend to

follow?

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Domains your audience share:

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Count of Follower Domains Average of DA

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Top social channels shared by your followers:

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youtube.com twitter.com twitpic.com vimeo.com plus.google.com flickr.com linkedin.com

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What are your most influential followers sharing?

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Social sites shared by your followers:

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Amazing multiple link sources

Already Linking to Client

Linking to Competitor 1

Linking to Competitor 2

Mentioned in the twitter bio of

someone who follows Client

Mentioned in the twitter bio of

someone who follows Competitor 1

Mentioned in the twitter bio of

someone who follows Competitor 2

Sending referral traffic to competitor

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Easy Win Tip #1

Gather all the twitter profiles that

follow your competitors

Cross reference that with who follows

you

Collate a list of who follows your

competitors, but not you

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Expand your customer database to include social handles, demographics, social authority…

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Influential people

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Tip: Find the most influential accounts followed by your followers with your keyword in the biography. Get them on the payroll.

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Links. Find me the links!

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Find the websites shared in the twitter data linking to your competitors but not you. Prioritise these prospects.

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Top domains shared by your followers that don’t link to you

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Top domains shared by your competitors’ followers that don’t link to you.

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Find the domains which intersect these datasets:

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Sum of Number of Datasets site exists in Average of Referring Domains

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What are these people sharing? Or – content strategy pt 1

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MEDIUMS – what are they sharing?

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Data from Bit.ly using Birdsong

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How many clicks did your competitors get for that thing they did?

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Exploring new formats

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Crawl for content you’re interested in:

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Use a tool of your choice to extract social metrics:

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Export and sort by social success:

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Identify journalists

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Again, pick a publisher:

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Crawl + export your post URLs:

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Scrape author names:

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Sort authors by social success & topical relevancy:

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Paste into Tagul for *fast* Google Queries

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Mailtester and Rapportive

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Want some more information?

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Thanks Google Plus!

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Collect number of profile views:

− Follower Count

− Profile Views

− Location

− Job Title

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Want to know who else your author writes for?

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The [social] world is your oyster.

Happy scraping

researching!

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THANK YOU

Any Questions?

Richard Baxter

Founder

[email protected]