Creating a framework for

content marketing

Example 1

HOW MUCH DOES SALARY REALLY AFFECT YOUR HAPPINESS?

WHO ARE THE HAPPY OUTLIERS?

Example 2

how many photos

how many photos - Google Searchhow many photos are uploaded to facebook every dayhow many photos are uploaded to instagram every dayhow many photos can 32gb holdhow many photos can 2gb holdhow many photos is 1gb

5,000 FB likes

3,500 tweets

168 Linking Root domains

Example 3

DATA FORMAT TOPIC

Ensuring your ideas are right for your

audience The quick and cheap way

Step one

Conduct a customer survey

Process

1. Compile questions in Survey Monkey2. Send out to current email list3. Incentivize

Make sure you ask about:

▣ Demographics▣ Hobbies & interests▣ Specific publications they read

Step two

Facebook affinity research

Start with survey data

▣ Prioritize list of interests from survey ▣ Use Facebook to search for similar interests

Categorize results

▣ For the top 10 hobbies from survey, collect top 10-15 page likes

▣ Color code consistent themes

Compare related interests

Yoga Lululemon Nike Sephora

Hair addiction Refinery29 Victoria's Secret Refinery29

Refinery 29 Nike Women Engagement rings Julep

12 Tomatoes Mag The skinny confidential Hair addiction Engagement rings

Engagement rings The Color Run Anthropologie First blush

Saved by the dress Julep Julep Nike Women

Foam Glow 5K Eat Fit Fuel I love cute shoes Hair addiction

Covergirl Hair addiction Refinery29 Manicures

Compare related interests

Yoga Lululemon Nike Sephora

Hair addiction Refinery29 Victoria's Secret Refinery29

Refinery 29 Nike Women Engagement rings Julep

12 Tomatoes Mag The skinny confidential Hair addiction Engagement rings

Engagement rings The Color Run Anthropologie First blush

Saved by the dress Julep Julep Nike Women

Foam Glow 5K Eat Fit Fuel I love cute shoes Hair addiction

Covergirl Hair addiction Refinery29 Manicures

Compare competitors

Nissan Leaf Toyota Prius

Drinking Music

Music Basketball

Food iPhone

Money Chocolate

Cooking Beach

iPod Smiling

Laptop iPod

Soccer Dogs

iPhone Rock music

▣ Let these categories influence the ideation process

▣ Don’t rule anything out at this stage

Potential customers

▣ Use Facebook Insights to search everyone on Facebook

▣ Filter by demographic data & hobbies ▣ See which pages your potential audience likes

Step three

Publication research

▣ Sort list of publications taken from your survey from most to least popular

Prioritize publications

Search relevant content

Use Facebook generated hobbies and search publication list

Categorize coverage types

▣ Instructive: how-tos, DIY, etc.▣ Visual: videos, photo stories, slideshows,

etc.▣ News▣ Data: statistics, surveys, studies▣ Opinion pieces: reviews

Recap

At this point you should have:▣ Survey data: demographics, hobbies,

publications▣ Facebook research: expanded/related

interests, publications▣ Publication research: types of coverage in

those niches

If you want to be in the media, become

media-worthy

How do you create PR-shaped content?

1. Invest in data

2. Be Timely

3. Create an emotional connection

Discussion time