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How to Develop a Data-Driven
      Content Strategy

         STEPHANIE CHANG
STEPHANIE CHANG

 Consultant, Distilled


 Stephanie.chang@distilled.net


 @stephpchang
“In the future, content
                         marketing will become more
                                  strategic.

                        We‟ll start front-loading the
                          planning with extensive
                        customer research to make
                        informed decisions and not
                        making content as marketers
                           and calling it „content
                                marketing‟.”


      Adria Saracino, Head of Outreach at Distilled

@stephpchang                                  Stephanie Chang
Make Your Content
Metrics Measurable
Content Funnel
                       Awareness
                        Trigger
                        Search
                     Consideration
                          Buy
                          Stay


    Where does this content sit on the conversion
                      funnel?

@stephpchang                                Stephanie Chang
Content Metrics


                                       Consumption     Sharing
                                         Metrics       Metrics
http://www.convinceandconvert.com
/content-marketing-2/the-4-types-of-
content-metrics-that-matter/
                                         Lead
                                       Generation    Sales Metrics
                                        Metrics




 What metrics do we want associated with this piece
                    of content?
Content Funnel + Metrics
                               Awareness
 Consumption
   Metrics                       Trigger

 Share Metrics                   Search

Lead Generation               Consideration
    Metrics

                                  Buy
 Sales Metrics
                                  Stay


Consolidation of Content with Different Metrics
    Based on Where It Sits in the Funnel
Rate Your Content



         1 Grade:
                     2 Grade:   3 Grade:     4 Grade:    5 Grade:
          Easy to                          Informative
                     Credible   Useful                   Unique
        Understand




Rate content with a grade of 1-5. Where does most or
           your content sit on this scale?
Pull Data to See How the
Content Has Historically
       Performed
Analytics + SEO Metrics



        Traffic
                                LRDs
      PageViews
                                 PA
   Avg Time on Site
                               MozRank
   Entrances/Exits
     Conversions
     Bounce Rate

Creates a benchmark – how has previous content
   performed in comparison to new content?
Get Customer Data from
Surveys and Interviews
Conduct a Customer Research
            Survey




Results: 917 responses or approximately 50% of
               customer email list
Phone Interviews with Existing
         Customers




 Results: 251 out of 917 voluntarily opted in
Who to Interview




  Be sure to interview individuals from all parts of the
spectrum (admin  CEOs, unhappy happy customers)
Use this Data to Determine
 the Type of Content That
     Will Be Produced
Determine personas




  Then decide what type of content you want to
produce to target those personas. Test and iterate.
Thanks.
Any questions?



      STEPHANIE CHANG

  Stephanie.chang@distilled.net

         @stephpchang

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How to Develop a Data-Driven Content Strategy

  • 1. How to Develop a Data-Driven Content Strategy STEPHANIE CHANG
  • 2. STEPHANIE CHANG Consultant, Distilled Stephanie.chang@distilled.net @stephpchang
  • 3. “In the future, content marketing will become more strategic. We‟ll start front-loading the planning with extensive customer research to make informed decisions and not making content as marketers and calling it „content marketing‟.” Adria Saracino, Head of Outreach at Distilled @stephpchang Stephanie Chang
  • 5. Content Funnel Awareness Trigger Search Consideration Buy Stay Where does this content sit on the conversion funnel? @stephpchang Stephanie Chang
  • 6. Content Metrics Consumption Sharing Metrics Metrics http://www.convinceandconvert.com /content-marketing-2/the-4-types-of- content-metrics-that-matter/ Lead Generation Sales Metrics Metrics What metrics do we want associated with this piece of content?
  • 7. Content Funnel + Metrics Awareness Consumption Metrics Trigger Share Metrics Search Lead Generation Consideration Metrics Buy Sales Metrics Stay Consolidation of Content with Different Metrics Based on Where It Sits in the Funnel
  • 8. Rate Your Content 1 Grade: 2 Grade: 3 Grade: 4 Grade: 5 Grade: Easy to Informative Credible Useful Unique Understand Rate content with a grade of 1-5. Where does most or your content sit on this scale?
  • 9. Pull Data to See How the Content Has Historically Performed
  • 10. Analytics + SEO Metrics Traffic LRDs PageViews PA Avg Time on Site MozRank Entrances/Exits Conversions Bounce Rate Creates a benchmark – how has previous content performed in comparison to new content?
  • 11. Get Customer Data from Surveys and Interviews
  • 12. Conduct a Customer Research Survey Results: 917 responses or approximately 50% of customer email list
  • 13. Phone Interviews with Existing Customers Results: 251 out of 917 voluntarily opted in
  • 14. Who to Interview Be sure to interview individuals from all parts of the spectrum (admin  CEOs, unhappy happy customers)
  • 15. Use this Data to Determine the Type of Content That Will Be Produced
  • 16. Determine personas Then decide what type of content you want to produce to target those personas. Test and iterate.
  • 17. Thanks. Any questions? STEPHANIE CHANG Stephanie.chang@distilled.net @stephpchang