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@KaneJamison [email protected] Harder Better Faster Stronge r Data makes your content TO REPLICATE THAN THE COMPETITION’S TO CREATE THAN YOUR OPINION

Data Makes Your Content Harder, Better, Faster, and Stronger

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Presented at DistilledLive Seattle on March 5, 2012. With the continued adoption of content marketing as a strategy, many companies will soon find themselves in the middle of a content arms race. Kane discusses how to use both internal and external data to differentiate and rise above everyday content, and move beyond the usual data-based tactics like infographics.

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Page 1: Data Makes Your Content Harder, Better, Faster, and Stronger

@[email protected]

HarderBetterFasterStronger

Data makes your content

TO REPLICATE

THAN THE COMPETITION’S

TO CREATE

THAN YOUR OPINION

Page 2: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Better Content Marketing Links:

Data Makes Your Content Harder Better Faster Stronger

Click here to get the Slides, Blog Post, and Links at www.ContentHarmony.com:

Page 4: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Why are we talking about producing better content in

the first place?

Page 5: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Either you’re in the

middle of a content

arms race...

Page 6: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

…or your industry is still getting by on junk.

Page 8: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

How do we make better content that sticks out?

Page 9: Data Makes Your Content Harder, Better, Faster, and Stronger

HarderBetterFasterStronger

Data makes your content:

@KaneJamison

TO REPLICATE

THAN THE COMPETITION’S

TO CREATE

THAN YOUR OPINION

Page 10: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Define Data-based content…

Page 12: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Define Data-based content…

http://blog.uber.com/2012/01/09/uberdata-san-franciscomics/

Data-heavyblog posts and graphics

Page 13: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Define Data-based content…

http://www.truckerclassifieds.com/truckpocalypse/

Interactive and Parallax Scrolling visualizations

Page 14: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Define Data-based content…

http://www.rimmkaufman.com/

Quarterly whitepapers and industry benchmarks and reports

Page 15: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Define Data-based content…

http://www.charitywater.org/whywater/

Data snippets and charts integrated with sales copy and other persuasive content

Page 16: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Define Data-based content…

Amazon Kindle Fire HD Product Page

For e-commerce, visual and data-based product comparisons.

Page 17: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Define Data-based content…APIs

Page 18: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Define Data-based content…Tools

http://www.contentharmony.com/tools/sharemetric/

Page 19: Data Makes Your Content Harder, Better, Faster, and Stronger

HarderBetterFasterStronger

Data makes your content:

@KaneJamison

TO REPLICATE

THAN THE COMPETITION’S

TO CREATE

THAN YOUR OPINION

Page 20: Data Makes Your Content Harder, Better, Faster, and Stronger

data makes your content

Harderto replicate

@KaneJamison

HarderBetterFasterStronger

Page 21: Data Makes Your Content Harder, Better, Faster, and Stronger

Data takes work, at first.

@KaneJamison

Page 22: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

You’ve got internal data they can’t replicate.

Product reviews

Conversion rates

Fleet GPS data

Analytics data

Customer demographics

Customer service logs

Customer orders

Website DataOperational DataCustomer Data

Time spent per task

Cost per task

Page 23: Data Makes Your Content Harder, Better, Faster, and Stronger

data makes your content

Better

@KaneJamison

than the competition’s

HarderBetterFasterStronger

Page 24: Data Makes Your Content Harder, Better, Faster, and Stronger

"I was looking for something like baseball, where there's a lot of data and the competition was pretty low.

That's when I discovered politics."

– Nate Silver

@KaneJamison

Page 25: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

212,000 social shares on subdomain homepage. 2.4 million for www.nytimes.com/.

Page 26: Data Makes Your Content Harder, Better, Faster, and Stronger

data makes your content

Fasterto create

@KaneJamison

HarderBetterFasterStronger

Page 27: Data Makes Your Content Harder, Better, Faster, and Stronger

Data-based content is easy to replicate across many pieces of content.

@KaneJamison

Initial Whitepaper& Statistics

Presentation or WebinarOn Findings + Slidedeck

Blog Posts WithGranular Focus

Tool or APIAccess to Data

InteractiveVisualization

Page 28: Data Makes Your Content Harder, Better, Faster, and Stronger

Data-based content is easy to replicate across many pieces of content.

@KaneJamison

Mozcast.com:

421 LRDs~3K Social

Shares

Presentation +

Microsite/Tool+ Blog Posts + Widgetbait

Page 29: Data Makes Your Content Harder, Better, Faster, and Stronger

Data-based content makes easyrecurring content.

@KaneJamison

IndustryBenchmarks

Industry Trend Analysis

Annual Survey

Voting &Awards

Page 30: Data Makes Your Content Harder, Better, Faster, and Stronger

Data-based content makes easyrecurring content.

@KaneJamison

MailChimp IndustryEmail Marketing

Benchmarks:

220 LRDs~2K Social Shares

http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/

Page 31: Data Makes Your Content Harder, Better, Faster, and Stronger

Data-based content makes easyrecurring content.

@KaneJamison

“Remember that thing we did last year that you linked to?

We did it again. Links please!”

Page 32: Data Makes Your Content Harder, Better, Faster, and Stronger

data makes your content

Strongerthan youropinion

@KaneJamison

HarderBetterFasterStronger

Page 33: Data Makes Your Content Harder, Better, Faster, and Stronger

“If we have data, let’s look at data.

If all we have are opinions, let’s go with mine.”

–Jim Barksdaleformer Netscape CEO

@KaneJamison

Page 34: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

http://geoffkenyon.com/302-redirects-pass-link-equity-pagerank/

Page 35: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Let’s make this actionable:

Pick an industry controversy.

Any one will do.

Page 36: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Let’s make this actionable:

Construct a way to test it.

Execute.

Publish.

Outreach.

Page 37: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Work the data

Resources to

Get the data

Visualize the data

Page 38: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Three resources to

Get the data

Free & Paid Scraping options

1) Scrape the web2) Save it to a database3) Export database via SQL, CSV, JSON API4) Recurring scraping

Page 39: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Three resources to

Get the data

Mashape.com+

ProgrammableWeb.com

APIs

Learn how to pull from

APIs

Then find the one you want.

Page 40: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Three resources to

Get the data

Take other people’s data-heavy content that’s already seen success, visualize it,

and re-release.

http://www.slideshare.net/RossHudgens/link-building-by-imitation

Page 41: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Two resources to

Work the data

http://shancarter.com/data_converter/

Mr. Data Converto

rHTML - MySQL

JSON - XMLPHP - Python -

Ruby

Convert CSV

to

Page 42: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Two resources to

Work the data

http://vis.stanford.edu/wrangler/

Page 43: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

http://timeline.verite.co

Four resources to

Visualize the data

Page 44: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

http://support.google.com/fusiontables/answer/184641?hl=en

DashingD3js.com

Four resources to

Visualize the data

DashingD3.jsTutorials Tutorials

Page 45: Data Makes Your Content Harder, Better, Faster, and Stronger

@KaneJamison

Four resources to

Visualize the data

http://www.datavisualization.ch

Page 46: Data Makes Your Content Harder, Better, Faster, and Stronger

What did I miss?

Page 47: Data Makes Your Content Harder, Better, Faster, and Stronger

@[email protected]

Thank you.