using data and insights to make your content thrive - icrossing

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#CMI @juntajoe @drKPtexas

Today’s Webinar: Publish or Perish: Using Data and

Insights to Make Your Content Thrive

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Before We Get Started

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Hi I’m Joe Pulizzi (@juntajoe)

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CMI teaches marketers how to effectively own their media channels to attract and retain customers.

EVENTS MEDIA CONSULTING

CCO Magazine

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November 15, 2012

New York, NY

November 7-8, 2012

Cleveland, OH

4-5-6 March, 2013

Sydney, Australia Sept. 9-12, 2013

CLEVELAND, OH

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Today’s Agenda: • The five components of good content

• How to use data and customer insights to

create more relevant and engaging content

• Common publishing mistakes that businesses

make

• How to get started with a real-time content

marketing strategy

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Today’s Presenter:

Karen Pate iCrossing

@drKPtexas

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8

An interesting story about the struggle with data…

Or not to use data…

• Data can be too

prescriptive stifling

creativity

• Data is too formulaic

• Data is about looking

back, we should be

looking forward

To use data…

• If we don’t use data,

we are making it up

• Publishing without data

is publishing on a whim

• How else would we

know we are right


Not looking at all Looking back Looking forward

User-

Guessed

The truth is… the use of data should be balanced

User-

Informed

User-Surprised

& Delighted

Why Data?


What data can do for you

• Set the direction of your content marketing plan

• Offer a view or lens to your content

• Validate a content “hunch” or idea

• Lead to a “golden nugget” of content

• Prevent you from falling into a content

publishing black hole


In a content-crowded world

Customers will gravitate to content that is:

Visible Useful Usable Desirable Engaged


Data Information Knowledge Wisdom

A little clarity on the term “data”


A little more clarity to focus this discussion

Different types of data:

• Customer

– Demographic

– Behavioral (observed and inferred)

– Emotional

– Preferential

There’s also:

• Competitive

• Industry/Business data


What we get from customer data

Customer attributes:

• Identify who your customers are

• Determine what they are doing and how they are doing it

• Listen to what they are saying

• Learn what they are thinking

• Sense what they are feeling

De

mo

gra

ph

ic

Beh

avio

ral

Em

oti

on

al &

Pre

fere

nti

al

The data starts to get a little

“squishy” but there are still

some good insights.


A sample set of customer/content data

Customer

• Linguistic profile

• Keyword analysis

• Paid search keyword

assessment

• Conversation analysis

• Site traffic analysis

• Customer decision journey

Content

• Content gap analysis (including brand-owned

social spaces)

• Content audits (including competitive)

So how is data good for

content marketing?







• Prevent you from falling into a content publishing

black hole


Data leads to the where, what and how of your

universe of content

Where is a brand’s content landscape?

• Content areas directly related to a brand’s products and services

• Opportunities in themes and topics indirectly related

What content is a brand providing, what should be provided?

• Using current assets

• Repurposing assets to increase effectiveness

• Identifying content a brand needs

How will the content be distributed?

• proper channels to reach users

• relationships between channels and objects within the channels


Where is a brand’s content landscape

Goodwill Application Association

Indirectly Related

Product

Directly Related

Product Information



A few related characteristics about moms

• Take a lot of pictures

• Important to preserve their pictures

• Share and seek information from other moms

Linguistic profile and Conversation analysis tells us:

• There are a lot of questions about managing and keeping their

photos

Content gap analysis tells us:

• How visible topics related to photos and photo storage are

Example Business: Retail store

Product: External hard drives

Target audience: Moms


• How to compare

hard drives

• How to choose

the right hard

drive for you

Photo storage:

• Just how easy

is it to store

your pictures on

an external

hard drive

• How to get your

pictures from

your phone to

your hard drive

Photo taking:

• Creating

compelling

composition

• How to

introduce

photography

to kids

Community:

• Digital

scrapbooking

taught at local

stores


Goodwill Application Association

Indirectly Related

Product

Directly Related

Product Information

Example Business: Retail store

Product: External hard drives

Target audience: Moms


How will the content be distributed








black hole


Pro

du

cts

V

iew

/Le

ns

Ide

as

Checking

• How to avoid checking account

fees

• Setting up a checking account

CDs

• Understanding CDs

• How to find a good CD rate

Life Stage

• Tips for saving for retirement

• How to pay for a wedding

Life Events/Occurrences

• How to get out of debt

• Can you afford to buy a house

Security

• Do your part for secure online

banking

• What is online phishing

Teens

• Should my teenager have a

debit card?

• Teaching your 16-year old about

finance

Example: Financial/Banking








black hole


Selecting a

credit card

Applying for a

credit card

Managing a

credit card

Applying Actions

• Complete form

Actions

• Paying on time

• Understanding interest

• Improving your credit

• Debt consolidation

Common Drivers

• Establish credit

• Use practically

• Consolidate debt

Typical Emotions

• First-time to apply

• Acceptance fears

& doubts

• Consolidate debt

Example: Financial/Banking

Using a customer decision journey to find the “swirls”, pain-points, etc.

allows you to identify specific content remedies

Shopping Actions

• Compare

• Shopping criteria

• Perks

• Rates

• Fees

• Easy

• Pre-approved







• Prevent you from falling into a content

publishing black hole


Example: Life Insurance

Compare Narrow Decide Identify Buy

Using a customer decision journey, linguistic profile and conversation

analysis to identify where activities are done on and offline (helps you

allocate your publishing dollars appropriately)

Wrap Up


Achieving balance

If you are a…

• Data Junkie – don’t just pile on the data; learn how to

extract meaning and give your findings application –

the legs to take your content somewhere.

• Publishing Free Spirit – don’t bolt on data after the

fact – giving it lip service; learn how data can lead to

content and idea discovery.


Data can get your content marketing plan on track






black hole

Visible Useful Usable Desirable Engaged

Thank you

Karen Pate, Ph.D.

VP, Content Strategy

iCrossing

[email protected]

Stay Connected

Find out more at www.icrossing.com

Call us toll-free at 866.620.3780

Follow us on twitter @icrossing and @thecontentlab

Become a fan at facebook.com/icrossing

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Thank you for attending today’s webinar!

A link to the archive will be sent to you in a day or two

after the event.

For more on the Content Marketing Institute visit: http://ContentMarketingInstitute.com