Use Big Data to Improve Content Marketing
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The document discusses how to use big data to improve content marketing efforts. It presents an example of how to solve the problem of determining the best formats for content on different social media channels. The method involves defining the problem, identifying known and unknown factors, selecting appropriate tools from different big data categories, testing hypotheses to resolve conflicting data, drawing insights, and deriving best practices. The overall process shows how mapping content marketing activities to big data sources can provide insights to optimize content creation and distribution across channels.
Use Big Data to Improve Content Marketing
- 1. WHO is king? Content or Big Data?
- 2. You are in for a TREAT!
- 3. Pam Didner Global Integrated Marke;ng Manager @PamDidner
- 4. I have a SECRET!
- 5. The Secret to Using BIG DATA to Improve Content Marketing is…
- 6. TANGRAM!!
- 7. I am not kidding NO
- 8. Just a few pieces create infinite POSSIBILITIES
- 9. View each PUZZLE PIECE as an abstract data point
- 10. Put the ABSTRACT data points together
- 11. Turn ABSTRACT to CONCRETE
- 13. your content marke;ng effort DRIVE Use insight to
- 14. That’s REALLY it!
- 15. First, let’s turn Big Data into something CONCRETE
- 16. External Internal Structured Unstructured Define BIG DATA Data Type Data Source Financials Inventory Census Data Real Estate Records Credit History Travel History Web Feeds Text Documents Web profiles Sensor Data Credit history Real Estate History Census Data Travel History Financials Inventory Web Feeds Text Documents Sensor Data
- 17. Now, let’s turn Content Marke;ng into something CONCRETE
- 18. Content Planning Content CreaGon Content AmplificaGon Content Measurement Let’s DEFINE Content Marke;ng
- 19. Content Planning Content CreaGon Content AmplificaGon Content Measurement Let’s DEFINE Content Marke;ng -‐ Strategy -‐ Audience analysis -‐ Audit -‐ Editorial Insight -‐ Calendar -‐ Story line -‐ ProducGon -‐ On-‐domain publicaGon -‐ Off-‐domain syndicaGon -‐ Content CuraGon -‐ Quality vs. quanGty -‐ Sales Conversion -‐ CRM -‐ Content Downloads/ Views
- 20. Map CONTENT MARKETING groups with BIG DATA boxes Content Planning Content CreaGon Content AmplificaGon Content Measurement
- 21. Step 1: Define what you want to SOLVE
- 22. Q: Which FORMATS of content work for specific social media channels?
- 23. The ques;on falls into: CREATION and AMPLIFICATION Content Planning Content CreaGon Content AmplificaGon Content Measurement
- 24. Step 2: Know your knowns and UNKNOWNS
- 25. • Current long form content and videos don’t get much pick-‐up from social media channels • History of content downloads on several social media channels • Target Audience: IT managers • Social Media Channels: TwiZer, IT Media Sites, LinkedIn, Intel IT Community KNOWNS Which FORMATS of content work for specific social media channels?
- 26. • Ideal format op;ons for social media channels? • Which keywords resonate with IT managers? • Social media reach UNKNOWNS
- 27. Step 3: Choose appropriate TOOLS from different quadrants
- 28. $ Quant. Research: On-line Survey Targeted IT Managers Sprinklr, Twitter, LinkedIn Sysomos, Omniture Interview our Customers EXAMPLES of tools chosen from mul;ple quadrants
- 29. Pulling data from mul;ple quadrants will produce CONFLICTING DATA
- 30. $ IT managers prefer long form content Short form content performs better on social media channels Not interested in receiving info. Via social media channels Examples of CONFLICTING DATA from mul;ple quadrants
- 32. Step 5: Drawn Assump;ve Insights • Exis;ng content needs to be shortened and CUSTOMIZED for different social media channels • Channel SPECIFIC copy is essen;al • Videos/visuals/images draw engagement
- 33. Derived BEST PracGces • Op;mize social media post frequency • Funnel social content development and distribu;on through a single source • Host weekly social media editorial mee;ng
- 34. So, Which FORMATS of content work for specific social media channels?
- 35. It depends… Blogs & Discussions White Paper Infographics Graphs Images Data Snacks PowerPoint Video & Audio Review ExisGng Content Customize content format (short form and digesGble) Customize copy wriGng for social media channels Facebook LinkedIn TwiZer Community Slideshare YouTube & More
- 36. Community Trends – July 2012–July 2013 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 IT Peer Network 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 Healthcare nPage Views nVisits nUnique Visitors Focus on TRENDING, not one point at a time. Analyze PEAKS and VALLEYS; EBB and FLOW.
- 37. Twider Trends – January–July 2013 37 n@IntelITS n@IntelvPro n@IntelhealthIT 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Total Followers 0 100 200 300 400 500 600 700 800 900 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Followers Added 0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Total Potential Reach Source: Simply Measured
- 38. KEY TAKEAWAY • Dis;ll Big Data from Abstract to Concrete • Follow the Five-‐Step Process • Tes;ng and Op;miza;on NEVER END…
- 39. But, Wait!
- 40. WHO is king? Content or Big Data?
- 41. Content is KING
- 42. Crea;ve is QUEEN
- 43. Big Data is the KNIGHT