Discover the Hero in Your Data

#ContentMarketing • @dechay • @SPROUTcontent

Discover the Hero in Your Data

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: Alliances


Challenges Along the Way: Noise


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 [email protected]

http://www.comicvine.com/images/1300-993109
