Using Data and Insights to Make Your Content Thrive - iCrossing
description
Transcript of Using Data and Insights to Make Your Content Thrive - iCrossing
![Page 1: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/1.jpg)
#cmi
#CMI @juntajoe @drKPtexas
Today’s Webinar: Publish or Perish: Using Data and
Insights to Make Your Content Thrive
![Page 2: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/2.jpg)
#cmi
#CMI @juntajoe @drKPtexas
• Interact with the presenters anytime – ask questions! • Type into the “ask a question” text area – click submit. • The slides will advance automatically throughout the event. • Having trouble? Click “Help” link below the media player.
Before We Get Started
![Page 3: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/3.jpg)
#cmi
#CMI @juntajoe @drKPtexas
Hi I’m Joe Pulizzi (@juntajoe)
![Page 4: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/4.jpg)
#cmi
#CMI @juntajoe @drKPtexas
CMI teaches marketers how to effectively own their media channels to attract and retain customers.
EVENTS MEDIA CONSULTING
CCO Magazine
![Page 5: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/5.jpg)
#cmi
#CMI @juntajoe @drKPtexas
November 15, 2012
New York, NY
November 7-8, 2012
Cleveland, OH
4-5-6 March, 2013
Sydney, Australia Sept. 9-12, 2013
CLEVELAND, OH
![Page 6: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/6.jpg)
#cmi
#CMI @juntajoe @drKPtexas
Today’s Agenda: • The five components of good content
• How to use data and customer insights to
create more relevant and engaging content
• Common publishing mistakes that businesses
make
• How to get started with a real-time content
marketing strategy
![Page 7: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/7.jpg)
#cmi
#CMI @juntajoe @drKPtexas
Today’s Presenter:
Karen Pate iCrossing
@drKPtexas
![Page 8: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/8.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
An interesting story about the struggle with data…
Or not to use data…
• Data can be too
prescriptive stifling
creativity
• Data is too formulaic
• Data is about looking
back, we should be
looking forward
To use data…
• If we don’t use data,
we are making it up
• Publishing without data
is publishing on a whim
• How else would we
know we are right
![Page 9: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/9.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
Not looking at all Looking back Looking forward
User-
Guessed
The truth is… the use of data should be balanced
User-
Informed
User-Surprised
& Delighted
![Page 10: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/10.jpg)
Why Data?
![Page 11: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/11.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
What data can do for you
• Set the direction of your content marketing plan
• Offer a view or lens to your content
• Validate a content “hunch” or idea
• Lead to a “golden nugget” of content
• Prevent you from falling into a content
publishing black hole
![Page 12: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/12.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12
In a content-crowded world
Customers will gravitate to content that is:
Visible Useful Usable Desirable Engaged
![Page 13: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/13.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13
Data Information Knowledge Wisdom
A little clarity on the term “data”
![Page 14: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/14.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14
A little more clarity to focus this discussion
Different types of data:
• Customer
– Demographic
– Behavioral (observed and inferred)
– Emotional
– Preferential
There’s also:
• Competitive
• Industry/Business data
![Page 15: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/15.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15
What we get from customer data
Customer attributes:
• Identify who your customers are
• Determine what they are doing and how they are doing it
• Listen to what they are saying
• Learn what they are thinking
• Sense what they are feeling
De
mo
gra
ph
ic
Beh
avio
ral
Em
oti
on
al &
Pre
fere
nti
al
The data starts to get a little
“squishy” but there are still
some good insights.
![Page 16: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/16.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
A sample set of customer/content data
Customer
• Linguistic profile
• Keyword analysis
• Paid search keyword
assessment
• Conversation analysis
• Site traffic analysis
• Customer decision journey
Content
• Content gap analysis (including brand-owned
social spaces)
• Content audits (including competitive)
![Page 17: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/17.jpg)
So how is data good for
content marketing?
![Page 18: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/18.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
What data can do for you
• Set the direction of your content marketing plan
• Offer a view or lens to your content
• Validate a content “hunch” or idea
• Lead to a “golden nugget” of content
• Prevent you from falling into a content publishing
black hole
![Page 19: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/19.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
Data leads to the where, what and how of your
universe of content
Where is a brand’s content landscape?
• Content areas directly related to a brand’s products and services
• Opportunities in themes and topics indirectly related
What content is a brand providing, what should be provided?
• Using current assets
• Repurposing assets to increase effectiveness
• Identifying content a brand needs
How will the content be distributed?
• proper channels to reach users
• relationships between channels and objects within the channels
![Page 20: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/20.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
Where is a brand’s content landscape
Goodwill Application Association
Indirectly Related
Product
Directly Related
Product Information
![Page 21: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/21.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21
Where is a brand’s content landscape
A few related characteristics about moms
• Take a lot of pictures
• Important to preserve their pictures
• Share and seek information from other moms
Linguistic profile and Conversation analysis tells us:
• There are a lot of questions about managing and keeping their
photos
Content gap analysis tells us:
• How visible topics related to photos and photo storage are
Example Business: Retail store
Product: External hard drives
Target audience: Moms
![Page 22: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/22.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22
• How to compare
hard drives
• How to choose
the right hard
drive for you
Photo storage:
• Just how easy
is it to store
your pictures on
an external
hard drive
• How to get your
pictures from
your phone to
your hard drive
Photo taking:
• Creating
compelling
composition
• How to
introduce
photography
to kids
Community:
• Digital
scrapbooking
taught at local
stores
Where is a brand’s content landscape
Goodwill Application Association
Indirectly Related
Product
Directly Related
Product Information
Example Business: Retail store
Product: External hard drives
Target audience: Moms
![Page 23: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/23.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23
How will the content be distributed
![Page 24: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/24.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
What data can do for you
• Set the direction of your content marketing plan
• Offer a view or lens to your content
• Validate a content “hunch” or idea
• Lead to a “golden nugget” of content
• Prevent you from falling into a content publishing
black hole
![Page 25: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/25.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25
Pro
du
cts
V
iew
/Le
ns
Ide
as
Checking
• How to avoid checking account
fees
• Setting up a checking account
CDs
• Understanding CDs
• How to find a good CD rate
Life Stage
• Tips for saving for retirement
• How to pay for a wedding
Life Events/Occurrences
• How to get out of debt
• Can you afford to buy a house
Security
• Do your part for secure online
banking
• What is online phishing
Teens
• Should my teenager have a
debit card?
• Teaching your 16-year old about
finance
Example: Financial/Banking
![Page 26: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/26.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 26
What data can do for you
• Set the direction of your content marketing plan
• Offer a view or lens to your content
• Validate a content “hunch” or idea
• Lead to a “golden nugget” of content
• Prevent you from falling into a content publishing
black hole
![Page 27: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/27.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 27
Selecting a
credit card
Applying for a
credit card
Managing a
credit card
Applying Actions
• Complete form
Actions
• Paying on time
• Understanding interest
• Improving your credit
• Debt consolidation
Common Drivers
• Establish credit
• Use practically
• Consolidate debt
Typical Emotions
• First-time to apply
• Acceptance fears
& doubts
• Consolidate debt
Example: Financial/Banking
Using a customer decision journey to find the “swirls”, pain-points, etc.
allows you to identify specific content remedies
Shopping Actions
• Compare
• Shopping criteria
• Perks
• Rates
• Fees
• Easy
• Pre-approved
![Page 28: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/28.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 28
What data can do for you
• Set the direction of your content marketing plan
• Offer a view or lens to your content
• Validate a content “hunch” or idea
• Lead to a “golden nugget” of content
• Prevent you from falling into a content
publishing black hole
![Page 29: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/29.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 29
Example: Life Insurance
Compare Narrow Decide Identify Buy
Using a customer decision journey, linguistic profile and conversation
analysis to identify where activities are done on and offline (helps you
allocate your publishing dollars appropriately)
![Page 30: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/30.jpg)
Wrap Up
![Page 31: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/31.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 31
Achieving balance
If you are a…
• Data Junkie – don’t just pile on the data; learn how to
extract meaning and give your findings application –
the legs to take your content somewhere.
• Publishing Free Spirit – don’t bolt on data after the
fact – giving it lip service; learn how data can lead to
content and idea discovery.
![Page 32: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/32.jpg)
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 32
Data can get your content marketing plan on track
• Set the direction of your content marketing plan
• Offer a view or lens to your content
• Validate a content “hunch” or idea
• Lead to a “golden nugget” of content
• Prevent you from falling into a content publishing
black hole
Visible Useful Usable Desirable Engaged
![Page 33: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/33.jpg)
Thank you
Karen Pate, Ph.D.
VP, Content Strategy
iCrossing
Stay Connected
Find out more at www.icrossing.com
Call us toll-free at 866.620.3780
Follow us on twitter @icrossing and @thecontentlab
Become a fan at facebook.com/icrossing
![Page 34: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/34.jpg)
#cmi
#CMI @juntajoe @drKPtexas
Questions & Answers
Keep your questions coming. Type into the
“ask a question” text area and click submit.
![Page 35: Using Data and Insights to Make Your Content Thrive - iCrossing](https://reader033.fdocuments.net/reader033/viewer/2022060108/554ce163b4c905d6488b540b/html5/thumbnails/35.jpg)
#cmi
#CMI @juntajoe @drKPtexas
Thank you for attending today’s webinar!
A link to the archive will be sent to you in a day or two
after the event.
For more on the Content Marketing Institute visit: http://ContentMarketingInstitute.com