A presentation I gave at the recent joint iAcquire/Distilled meetup in NYC.

1. Data Driven Content Marketing
JOHN DOHERTY – DISTILLED NYC

2. JOHN DOHERTY
Director/Senior Consultant, Distilled
John.doherty@distilled.net
@dohertyjf

3. I’M TALKING ABOUT
CONTENT MARKETING

4. CONTENT MARKETING !=
CONTENT STRATEGY

5. CONTENT MARKETING =
WHAT
CONTENT STRATEGY =
WHY/HOW

6. CONTENT MARKETING
SHOULD BE DRIVEN BY
DATA (strategy involves
people)

7. TO PUT TOGETHER A
STRATEGY, YOU NEED
LOTS OF DATA

8. LET’S GET THAT DATA AND
MAKE IT ACTIONABLE

9. First, what’s the goal?
John Doherty @dohertyjf

10. To avoid doing extra work, decide it
before you start pulling data.
Leads
Links
Traffic
????
John Doherty Get Exec Buy-in: http://dis.tl/XLSKnU

11. WHAT KIND OF DATA
SHOULD I THINK ABOUT
USING?

12. Leverage RSS/Content Feeds
John Doherty | Distilled NYC http://www.rypmarketing.com/tools/rss-
social-analyzer.php

13. Leverage RSS/Content Feeds
This only pulls the 10
most recent posts
John Doherty | Distilled NYC http://www.rypmarketing.com/tools/rss-
social-analyzer.php

14. Let’s scrape some data then.
Use LinkClump in Chrome or
MultiLinks in Firefox

15. Or, if you’re feeling particularly
scrappy, use ImportXML (you can
cheat with Scrape Similar in Chrome)

16. If you have the URLs, use
SharedCount to get social stats
John Doherty | Distilled http://sharedcount.com/dashboard.php

17. Get the category (if auditing blog
posts) or content type
John Doherty | Distilled You can usually scrape this if a blog
post..

18. Dump it into Excel
URL Category
Links data Social Data
Site Moz Metrics Word Count
(DA/PA)
????
John Doherty @dohertyjf

19. Graph it out, looks for patterns
John Doherty @dohertyjf

20. I created a spreadsheet that you can
start with.
Johnfdoherty.com/data-driven-
content-marketing

21. Case Studies

22. Client didn’t have content.
Competitors did.
John Doherty @dohertyjf

23. Client launched real-time content
because it was an opportunity.
We launched content as search volume
spiked. This made them change their
whole company strategy.
We hit it
here.
John Doherty @dohertyjf

24. Client launched real-time content
because it was an opportunity.
We launched content as search volume
spiked. This made them change their
whole company strategy.
John Doherty @dohertyjf

25. Don’t be afraid to try new
content.

26. 70% is your bread and
butter
20% is risky
10% is insane but could
change your life.

27. Thanks.
Any questions?
JOHN DOHERTY
John.doherty@distilled.net
@dohertyjf