From Ideation to Publication: How to Incorporate Data Into Your Content Strategy

transcript

INFLUENCE & CO.

#KissWebinar

@ThueLMadsen

Thue Madsen is the Kissmetrics webinar wizard and marketing operations manager. Before joining forces

with Kissmetrics, he was a Lyft driver in San Francisco, which is how he ended up a Kissmetrics marketer.

When Thue isn’t trying to automate everything around him, you can find him hiking the Sierras.

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

Brittni Kinney is a client engagement specialist at Influence & Co., a content marketing agency that

specializes in creating content that fuels companies’ content marketing efforts and positions their key

employees as influencers in their industries. Influence & Co. was named to Forbes’ “Most Promising

Companies in America” list and chosen as a 2015 Content Marketing Agency of the Year finalist by

Content Marketing Institute. Equally impressive, Brittni won “best hair” in high school.

BRITTNI KINNEY Client Engagement Specialist, Influence & Co.

@bkblackandgold

#KissWebinar

@bkblackandgold

1 Data = More Effective Content

Ideation

Creation

Publication/Distribution

Content Analysis

2 The Content Life Cycle

TABLE OF CONTENTS

3 A Data-Driven Strategy Framework

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Why should you incorporate data into your

content strategy?

WHY DATA?

88% 44%of B2B marketers

use content marketing, yet only 30% say they are

effective at it.

say their organizations are unclear of what

content marketing success even looks

WHY DATA?

Data can be incorporated into all stages of your content marketing strategy to help ensure you aren’t wasting time creating content that isn’t

generating results.

The Content Life Cycle

THE CONTENT LIFE CYCLE

IDEATION

Use BuzzSumo to monitor trending topics

IDEATION

Look at forums like Quora, Reddit, LinkedIn Groups, etc., to monitor real discussions and questions that your audience is asking.

IDEATION

What are your

customers saying?

IDEATION

Collect and store information from your sales and/or product team to understand their pain points.

IDEATION

Other tools for collecting pain points include sourcing JIRA, utilizing Slack or another messaging platform, or just having a conversation

with your sales team.

IDEATION

Don’t reinvent the wheel!

IDEATION

- What has performed well in the past?

- Repurpose topics into new formats (infographics, videos, whitepapers).

IDEATION

- What has performed well in the past?

- Refresh old topics with new content.

IDEATION

Every year, Influence & Co. creates a new article about the top marketing conferences to attend, and it continues to be one of our

top-performing articles year after year.

CONTENT CREATION

- There are several components that you should be paying attention to: - How the content looks - What the content says - When and where the content is published

CONTENT CREATION

- Heat Maps - Look at how users are interacting with your content. Is there a certain length

at which readers tend to drop off?

source: https://www.crazyegg.com

CONTENT CREATION

- Headline Data - Certain words, numbers, and even headline lengths may better engage your

audience.

source: https://www.hubspot.com

CONTENT CREATION

- Word Count - There is a correlation between content length and social shares.

source: https://blog.bufferapp.com/optimal-length-social-media

CONTENT CREATION

- Publication Data - Look at data about the publication’s readership and the types of posts that do

well (how-to, op-ed, short, long, visual, etc.)

PUBLICATION/ DISTRIBUTION

PUBLICATION/DISTRIBUTION

- Day and Time - Use tools like Buffer to help understand the best times for content promotion.

- Medium - Select the right platform for promotion based on your audience.

- Optimization - Use quick, iterative tests. For example, use Facebook to quickly run an A/B

test on headlines, images, etc., and optimize your posts accordingly.

- Results - Select the right platform for tracking results.

LEARN MORE

Start optimizing your marketing today with a free trial of Kissmetrics

CONTENT ANALYSIS

- What to Measure - Traffic, read-through rate,

click-through rate, social shares, leads, sales, etc.

CONTENT ANALYSIS

source: https://www.hubspot.com

CONTENT ANALYSIS

- Look at what’s performing well, and keep using that content in other channels. - Email marketing - Social

- Evaluate consistently. - We track on a weekly basis, but we also look back at our data in aggregate

to pull trends.

PUBLICATION

A Data-Driven Strategy Framework

THE CONTENT LIFE CYCLE

A DATA-DRIVEN STRATEGY FRAMEWORK

- Your Audience = Your Data - Just because it worked for someone else doesn’t mean it’ll work for your

audience. - If you aren’t sure, TEST!

- Measuring Growth - We track on a weekly basis, but we also look back at our data in aggregate

to pull trends.

- Avoiding Skewed Data - Look for statistically significant results before you make a major change to

your strategy. - Set your KPIs based on the results you’re looking for, and stick to them.

BRITTNI KINNEY Client Engagement Specialist, Influence & Co.

@bkblackandgold brittni@influenceandco.com

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen tmadsen@kissmetrics.com

Questions?