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@[email protected] STUFF!http://www.mattbeswick.co.uk/api-set-download/
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