Defining Content with Data | Digital Olympus 2.6.2017
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How do you identify gaps in your content needs? The answer is of course data. Using both your own data and competitive data, we look at how to ensure you're creating content your users want.
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Defining Content with Data | Digital Olympus 2.6.2017
- 1. DEFINING CONTENT WITH DATA: HOW TO IDENTIFY CONTENT GAPS @CASIEG
- 2. ABOUT ME @CASIEG • Director of Online Marketing at KoMarketing, a B2B Digital Marketing firm in Boston, MA. • In the online marketing industry for over 10 years, working on both the agency side and in-house. • Responsible for developing and implementing strategies for both small businesses and Fortune 500 companies. • Connect with me on Twitter @casieg.
- 3. THE DILEMMA WE ALL FACE… @CASIEG
- 4. THE ANSWER OF COURSE IS… @CASIEG ¯_(ツ)_/¯
- 5. HOW DO WE FIND THE GAPS? @CASIEG YOUR DATA
- 6. START WITH WHAT YOU KNOW… @CASIEG
- 12. WHAT ARE THEY SAYING? @CASIEG
- 14. FAQ FOX @CASIEG
- 16. Q & A SITES @CASIEG
- 17. SEMRUSH @CASIEG
- 18. SEMRUSH @CASIEG
- 20. BUZZSUMO @CASIEG
- 22. RIGHT TIME, RIGHT PLACE @CASIEG CONTENT DISCONNECT USE YOUR DATA CREATE ANSWERS The content being produced isn’t necessarily what buyers want. Use the data you have to make informed decisions on content direction. Give customers answers to their questions. Be the source they rely on.
- 23. @CASIEG
Editor's Notes
- What do you our customers actually want from our site? Do we have it? Do they like me?
- Maybe, maybe not. And maybe you have some, but you can likely aren’t covering everything.
- How do we actually find out what it is our customers want, what they are looking for, and what they are asking?
- Start with analytics and top pages. If you are trying to figure out what content is actually driving visits, driving shares, driving conversions…Take a look at your top landing pages by traffic and conversions – both overall and organic.
- We also want to see top referral landing pages - because that’s the content people feel is worth linking to.
- We also want to look at referral sources. And not the sources themselves, the stories. Look and see how people are talking about you. Look at the phrases they use to describe your business/product/whatever. This is really KEY information for your marketing teams.
- I will admit that every presentation I give I inevitably talk about Buzzsumo. And it’s because I just love this tool.
- I will admit that every presentation I give I inevitably talk about Buzzsumo. And it’s because I just love this tool.
- WMT – profile for sections.
- Answer the public is a really cool tool that will give you content ideas and also show you questions people are asking around a specific topic.
- FAQfox – Similar concept but at a different scope. Scrapes reddit forums and other sites to give you questions.
- FAQfox – Similar concept but at a different scope. Scrapes reddit forums and other sites to give you questions.
- Keyword.io– what are people asking not just in search (youtube)
- SEMRush SERP Data (images, answer boxes) Search team looking at rankings performance – take a look at content opportunities – what is the site currently ranking for that has a search box? Is there an opportunity to modify the existing content or create something new?
- SEMRush SERP Data (images, answer boxes) Search team looking at rankings performance – take a look at content opportunities – what is the site currently ranking for that has a search box? Is there an opportunity to modify the existing content or create something new?
- What are people looking for? What terms should you be using in your content or in your social updates?
- What content is already out there being shared? Do you have anything?
- Funnel it to your team.