Discover the Hero in Your Data

#ContentMarketing • @dechay • @SPROUTcontent

Dechay Watts | Chief Content Strategist | SPROUTContentContent Marketing ConferenceLas Vegas, May 14, 2015

AGENDA① The Hero’s Journey② Your Data’s Journey③ How to Recognize a Hero ④ Identifying Your Hero

1 The Hero’s Journey

The Hero’s Journey

Departure

Initiation

Return

Departure

Initiation

Return

2 Your Data’s Journey

Departure: Before the Quest① Personas② Keyword Research③ Editorial Calendar④ Tracking in Place

Departure: Personas

Departure: SEO Strategy

Departure: Strategic Editorial Calendar

Departure: Tracking in Place

Initiation: Challenges Along the Way① Surviving SERPs② Finding the Right Path③ Creating Alliances④ Battling the Noise

Challenges Along the Way: SERPs

Personas

Keyword Research

Editorial Calendar

Reporting Tool

Content

Challenges Along the Way: Distribution

Challenges Along the Way: Alliances

Challenges Along the Way: Noise

Return: Knowledge Acquired① Leads & Sales② Definition of Success

Knowledge Acquired: Leads & Sales

The hero brings back knowledge and power

Knowledge Acquired: Definition of Success

Goal Progress Feb March April May

Visitors 2000/mo. 99% 2,626 2,997

Social 500 visits/yr. 71% 32 42

Facebook 250 likes 64% 161 163

Twitter 150 followers 82% 123 142

LinkedIn 50 followers 94% 47 51

Google+ Participate Met goal

Leads 25/mo. 133% 37 49

Customers 8 30% 4 3

Revenue $29,760/mo. 71% $53,431 $15,689

3 How to Recognize a Hero

A Hero Saves the Day

A Hero Sets the BarBlog Post Web Page Media Coverage

A Hero Protects You From Danger

4 Turning Your Data Into a Hero

Making it Through Unscathed

The Hero’s Journey

Departure

Initiation

Return

Set a strong foundation:PersonasContent auditSEO strategyEditorial strategyTracking tools

Monitor its adventures: Data will battle a crowded space and face SERPs, Social Platforms, Humans

Pay Attention to its Findings:Leads/SalesStrategic value “Wow” factorMeasurements of Success

“Investing in people and the tools that those people need to be successful is key…But it’s the people who can understand that data that really matter.”

Bryan EisenbergAuthor of “Waiting for Your Cat to Bark”, “Always Be

Testing”…and much more

Which Metrics are the Heroes of Your Company?

Dechay WattsChief Content StrategistSPROUTContentdechay@sproutcontent.com

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