PowerPoint Presentation

Streamlining your content marketing processby Matt Beswick, aged 32 and a half.(without getting banned)

I have a confession. @mattbeswick

I told you yesterday!@mattbeswick

Im a geek.@mattbeswick

From building crap batch programs when I was 12...@mattbeswick

To being part of a text-based game when I was 15...@mattbeswick

And then I got a life.

Girlfriend. Uni. Uni Bar.

Then I got a job

And then

A hacked together Facebook game that changed my life.@mattbeswick

A story of growth...@mattbeswick

Im a FAKE geek.

SELECT * FROM user_tableWHEREusernameLIKE%mattbeswick%@mattbeswick

Eventually I make stuff work.@mattbeswick

THIS IS MY CALL TO ARMS@mattbeswick

So dont be scared@mattbeswick

Being a geek helps make life easier.@mattbeswick

Being a geek saves you huge amounts of time.@mattbeswick

Here we go!@mattbeswick

@mattbeswickA quick warning

@mattbeswickTheres code in these here hills

@mattbeswickAnd we get quite technical

@mattbeswickDont worry about the detail

@mattbeswickIts the ideas & principles that are important

@mattbeswickTheres some free stuff at the end too.

Scraping@mattbeswick

Disclaimer: Google dont like you doing this@mattbeswick

Stealingisnaughty@mattbeswick

@mattbeswick

Its Geek Time!@mattbeswick

PHP == Good@mattbeswick

$url_check = http://www.google.com/search?hl=en&pws=0&q=scraping1. Google URL@mattbeswick

$html = file_get_contents($url_check);2. Get the HTML@mattbeswick

@$dom->loadHTML($html);3. Load the HTML@mattbeswick

$xpath = new DOMXPath($dom);4. Convert to XPath@mattbeswick

$xpath->evaluate("//div[@id='search']//h3/a/@href");5. Grab the Results@mattbeswick

Success!?http://www.shutterstock.com/gallery-667657p1.html?cr=00&pl=edit-00@mattbeswick

Cue tumbleweed@mattbeswick

The power comes when you do it en-masse@mattbeswick

Online share tradingExample:

1. Take the top keywords for your client / site@mattbeswick

best online share tradingonline share tradingonline share trading uk share trading share trading account share trading online shares trading trade shares online trading shares trading shares online uk share trading @mattbeswick

2. Scrape page 1 for each of these phrases@mattbeswick

@mattbeswick

3. Get an overall view of who your competitors really are@mattbeswick

@mattbeswick

3. As well as how competitive the terms are@mattbeswick

@mattbeswick

You now know who youre up against@mattbeswick

@mattbeswick

This could get messy@mattbeswick

SomeDataYourCodeCoolStuffAPIs(over) Simplified@mattbeswick

Not just forgeeks*@mattbeswick*Knowing howto code helps.

@mattbeswick

Get your learning on

Building a Request@mattbeswick

Heres what you get

Which is the same as this@mattbeswick

Again, doing this for one URL isnt very powerfulhttp://i.dailymail.co.uk/i/pix/2010/12/20/article-1340131-0C8A6AA5000005DC-966_634x421.jpg@mattbeswick

but when you do it for the masses you start to learn things.http://www.shutterstock.com/gallery-667393p1.html?cr=00&pl=edit-00@mattbeswick

Twitter API Get Tweets by Search@mattbeswick

How about we do this for some SEOs?@mattbeswick

Heres some top level data for them

@mattbeswick

What are they reading?@mattbeswick

And look for sites that we should be publishing on.@mattbeswick

Everything else basically involves stealing stuff.@mattbeswick

@mattbeswickHow do you know that you dont know what you dont know?

Take our list of competitors from earlierOnly use NICHE competitorstddirectinvesting.co.ukmoney.co.ukiii.co.ukhl.co.ukthisismoney.co.ukselftrade.co.uk@mattbeswick

Use the SEMRush API to grab their paid and organic keywords

@mattbeswick

http://api.semrush.com/?type=domain_organic&key=YOUR_API_KEY&display_limit=100&export_columns=Ph,Po,Nq,Cp,Ur&domain=selftrade.co.uk&database=ukIn the background were doing this@mattbeswick

Which gives us this

@mattbeswick

And in the end we have a spreadsheet!

@mattbeswick

Lets order by total competitors

@mattbeswick

Or by landing page to identify groupings

@mattbeswick

Want to take it a step further?@mattbeswick

Drop those landing pages into URL Profiler

Generate Screenshots

@mattbeswick

You now know what theyre bidding on and their landing pages

If that doesnt generate ideas, nothing will.@mattbeswick

Flick Through & Pick Out Great Landing Pages

More Tumbleweed?@mattbeswick

Lets find their best content@mattbeswick

Pick a few sites / keywords@mattbeswick

Get a big, exportable, list@mattbeswick

Open up Excel. Smile.@mattbeswick

Inspiration@mattbeswick

What next?@mattbeswickUse URLProfiler to screenshot top content

Brian Deans Skyscraper Technique: http://backlinko.com/skyscraper-technique

Get shit done.

@mattbeswickGet.Shit. Done.

Flick Through & Pick Out Great Landing Pages

Still Tumbleweed!?@mattbeswick

Were just here for the links@mattbeswick

Lets steal those too then.@mattbeswick

http://developer-support.majesticseo.com/My Hero!

Take our list of competitors again

@mattbeswick

In the background$parameters["item"] = $url;$parameters["datasource"] = "fresh;$parameters["Mode"] = 1;$parameters["Count"] = 10000;$parameters["MaxSourceURLsPerRefDomain"] = 1;$parameters["MaxSameSourceURLs"] = 1;@mattbeswick

In the background$api_service = new APIService(MAJESTIC_APP_API_KEY, MAJESTICSEO_ENDPOINT);

$response = $api_service->executeOpenAppRequest("GetBackLinkData", $parameters, MAJESTIC_ACCESS_TOKEN);@mattbeswick

We get a nice big list

But theres LOADS of crap@mattbeswick

@mattbeswickExport to Excel & Filter

@mattbeswickWere not done yet though!Copy sites linking to 2 or more competitors

@mattbeswickFire up our new best friend

@mattbeswickUse the data to rate each site

@mattbeswickUpload into Buzzstream

@mattbeswickBuzzstream TipsThey have an undocumented PUT API

Scale your outreach outsourcing?http://www.mattbeswick.co.uk/outsourcing-guide/

TheEasyBit

MostValue

OutsourcedAnything that can be accurately defined or is process driven.

OutsourcedYou DoAnything that can be accurately defined or is process driven.Things that need creative thinking or involve speaking to the masses.

BuzzStream + Upwork = Joy

TemplateBASEDOutreach

*Personalisation is key

Link EmailAccountsandManageReplies.

Build Links. Be Happy.

So we can now steal their keywords, content & links...

@mattbeswickLets talk about the bigger picture

@mattbeswickIts about building a brand

@mattbeswickThis is what Google wants so, whether you fake it or make it, thats what you need to give them.http://www.shutterstock.com/gallery-790342p1.html?cr=00&pl=edit-00

Crafting stories@mattbeswick

Get noticed@mattbeswick

Surveys FTW@mattbeswick

Single vs. Multiple

@mattbeswick

@mattbeswick

A List of Answers

@mattbeswick

Multiple Questions = Crosstabs

Its all about the idea, and the story.@mattbeswick

@mattbeswick

Take the answers & look for trends

@mattbeswick

Create a list of the most interesting findings

Finally, get your creatives to do their thing@mattbeswick

Finally, get your creatives to do their thing

The data is the most important thing@mattbeswick

http://www.tecmark.co.uk/smartphone-usage-data-uk-2014/

This is the post. BBC? TV Coverage??

API Examples

http://www.mattbeswick.co.uk/big-list-of-apis/

Matt BeswickAira@mattbeswickmatt@aira.netFREE STUFF!http://www.mattbeswick.co.uk/api-set-download/

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