INBOUND15
USING ANALYTICS TO CREATE CONTENT
Jeremy Goldman
Founder & CEO, Firebrand Group
INBOUND15
USING ANALYTICS TO CREATE STELLAR CONTENT
Jeremy Goldman
Founder & CEO, Firebrand Group
INBOUND15
DOES IT REALLY MATTER?
I. Using Your Analytics
II. Using Everyone Else’s Analytics
III. Real-time Content Creation Best Practices
INBOUND15
Using Your Analytics to Create Great Content
INBOUND15
LEAD FORENSICS
Reverse IP lookup to better understand your audience
INBOUND15
HUBSPOT
Shameless plug if you’re not using it…
INBOUND15
THINK HYPERGLOBALACT HYPERLOCAL
INBOUND15
• Important information you can get out
of your Hubspot or CRM include:
– IP Address– Latitude– Longitude
Getting More Geo Data
INBOUND15
Export Geo Data
• Take data & put it in a tool like
Ipligence
INBOUND15
Better Data
INBOUND15
GOOGLE ANALYTICS
Just because GA basic doesn’t give you inbound keywords, so what? Look at which pages are winning with SEO.
INBOUND15
Age Demographics
INBOUND15
Not All Audiences are Created Equal
Home Goods Retailer Beauty Brand
INBOUND15
• Links shared via Twitter are automatically be shortened to a t.co link
• t.co links are neither private nor public; anyone with the link will be able to navigate to the content
Twitter Redirect Links
INBOUND15
This Stuff Actually Matters
INBOUND15
Tracking Stuff Down
INBOUND15
2 Using Everyone Else’s Analytics to Create Great Content
INBOUND15
THERE ARE TWO TYPES OF CONTENTZig and Zag
INBOUND15
• Zig copies
• Zig might build upon something
• It’s easier to Zig.
• Zag takes notice of topic’s popularity,
but intentionally goes in a different
direction in every other way.
• Zag has a higher chance of failing and
a higher chance of succeeding bigtime.
Zig vs. Zag
INBOUND15
Google Trends
INBOUND15
WIDGETS ARE BALLER
Make your own widgets. Multiple locales? Multiple widgets. Duh.
INBOUND15
YOUTUBE TRENDS
Teenage Females in TX <>Senior Males in NYC
INBOUND15
A number of searches let me know that Meek Mill is big right now: a “Why Meek Mill is a social media genius” post willdo well.
INBOUND15
o Twitter Curator
o Visible Tweets
Some other tools
INBOUND15
RADURLS
For when Google Trends isn’t real-time enough
#INBOUND15
Look for what’s being shared most on Feedly as a “what’s hot” barometer
INBOUND15
Hmm….A search for “F. Scott Fitzgerald Temperature Review” reveals that as best as Google can tell, it has ZERO REVIEWS ON THE PLANET
#INBOUND15
Not as hot as Harper…unless we go for the long tail.
INBOUND15
Facebook Trends
INBOUND15
Bing Trends
INBOUND15
Job Trends
INBOUND15
Yelp Trends
INBOUND15
3 Real-time Content Creation Best Practices
INBOUND15
DON’T OVERTHINK IT
INBOUND15
LIMIT YOUR TIME
INBOUND15
BE RELEVANT TO YOUR AUDIENCE
INBOUND15
PLAGIARIZING IS *AWFUL*
INBOUND15
CREDIT WHERE CREDIT IS DUE
INBOUND15
PEACE OUT!Want the cheat sheet & follow-up call?
Text CONTENT to 38470.
I. Using Your Analytics
II. Using Everyone Else’s Analytics
III. Real-time Content Creation Best Practices
INBOUND15
(general blank slide)
INBOUND15
These dogs are wanted in seven states for tax evasion & fraud.
#INBOUND15
This transparent color box is a useful option for some larger images.