cost effective data-based content marketing

Data-Based Content MarketingThat Won’t Break The Bank@KaneJamisonDFWSEM #StateOfSearch

Content Harmony

Data-Based Content MarketingThat Won’t Break The Bankhttp://hmny.co/

databasedcmContent Harmony

@KaneJamison

Data-heavy blog posts and graphics Interactive visualizations Quarterly/Annual whitepapers, industry

benchmarks, & reports APIs & Tools Visualizations (yes, including

infographics)

#StateOfSearch

Data-Based Content ?

http://hmny.co/databasedcm

Why Data-Based Content?

@KaneJamison

#StateOfSearch

slideshare.net/kanejamison/

Data-Based Content Process:

@KaneJamison

How can we cut costs

on data-based content

without cutting quality? #StateOfSe

archhttp://hmny.co/databasedcm

Data-Based Content Process:

@KaneJamison

1 - Planning• Ideation• Storyline

Creation• Pre-

Outreach

2 - Production

• Research• Data Collection• Data Analysis• Graphic Design• Programming• Website

Buildout

3 - Promotion

• Owned Social Promotion

• Outreach• Paid

Amplification

#StateOfSearch

http://hmny.co/databasedcm

@KaneJamison

3 Approaches toCutting Costs or Increasing Value

1. Automate Research

2. Build A Research Library

3. Use It Up, Wear It Out

#StateOfSearch

@KaneJamison

Automate the Research Phase.

#StateOfSearch

1

Automate All The Research:

@KaneJamison

Example of Queries To Find Data Sources:

#StateOfSearch

Automate All The Research:

@KaneJamison

“keyword" "new study" OR "recent study" OR "new report" OR "recent report" OR "new

research" OR "recent research" OR "new data" OR "recent data" OR "new experiment" OR

"recent experiment" OR "new experiments" OR "recent experiments" OR "new survey" OR

"recent survey" site:.edu OR site:.gov

#StateOfSearch

1 - Google Alerts:

site:industrypublication1.org

Automate All The Research:

@KaneJamison

2 - Google Scholar Alerts: “bankruptcy“

#StateOfSearch

Automate All The Research:

@KaneJamison

Dump all of these alerts directly into a Gmail label that you can check daily or weekly.

#StateOfSearch

Automate All The Research:

@KaneJamison

3 - Automated Tracking With Buzzstream:

#StateOfSearch

Automate All The Research:

@KaneJamison

Rather not get them via emails? Two Options:

1. IFTTT > Google Doc2. Zapier > RSS Feed

#StateOfSearch

Automate All The Research:

@KaneJamison

4 - Harvest Tweets Matching Keywords:

I want all the tweets matching this: “solar" "new study" OR "recent study" OR "new report" OR "recent report" OR "new research" OR "recent research" OR "new data" OR "recent data" OR "new experiment" OR "recent experiment" OR "new experiments" OR "recent experiments" OR "new survey" OR "recent survey”

#StateOfSearch

Automate All The Research:

@KaneJamison

4 - Harvest Tweets Matching Keywords:

#StateOfSearch

Click here to see the full search results for this example.

Automate All The Research:

@KaneJamison

Twitter Search > RSS? It’s kind of complicated…

2 Decent Options: Zapier or Twools

#StateOfSearch

Automate All The Research:

@KaneJamison

Twitter Search > RSS? It’s kind of complicated…

2 Decent Options: Zapier or Twools

#StateOfSearch

http://iag.me/twools/

@KaneJamison

Build A Research Library. #StateOfSe

arch

2

Build A Library:

@KaneJamison

#StateOfSearch

MarketingCharts.com:

Build A Library:

@KaneJamison

#StateOfSearch

Project: Build 20 individual data-graphics.

20 Hour Concept Project:

2 Hrs Gathering Data 10 Hrs Excel or

Infogram Visualization 8 Hrs Website Buildout

Build A Library:

@KaneJamison

#StateOfSearch

Create a /research/ or /data/ section of the website

Give each graphic a dedicated page with a image, 1-2 paragraph description, and embed code.

Build A Library:

@KaneJamison

#StateOfSearch

Outreach to the data creators Outreach to anyone that has cited the

data Tell them about your new “Solar

Research Database” or “Security Industry Data Library”.

Build A Library:

@KaneJamison

#StateOfSearch

Add XX new graphics per month. Continue outreach.

Build A Library:

@KaneJamison

#StateOfSearch

Let’s Recap:

The ideas research themselves.

Build A Library:

@KaneJamison

#StateOfSearch

Let’s Recap:

Small initial project scope.

Build A Library:

@KaneJamison

#StateOfSearch

Let’s Recap:

Scales out easily over time.

Build A Library:

@KaneJamison

#StateOfSearch

Let’s Recap:

No designer needed.

Build A Library:

@KaneJamison

#StateOfSearch

Let’s Recap:

Ongoing outreach and passive links.

@KaneJamison

Use it up,Wear it out. #StateOfSe

arch

3

Use It Up, Wear It Out:

@KaneJamison

A good data-based content project should last you a year or years, not a month.

#StateOfSearch

Use It Up, Wear It Out:

@KaneJamison

WhitepaperWebinarSlidedeck -> VideoSmaller Data GraphicPrinted Rack Card

#StateOfSearch

Use It Up, Wear It Out:

@KaneJamison

February: Outreach to local newspaper

journalists for infographic.

#StateOfSearch

Build Complementary Assets:

Use It Up, Wear It Out:

@KaneJamison

February: Outreach to local newspaper

journalists for infographic.

Result: No responses.

#StateOfSearch

Build Complementary Assets:

Use It Up, Wear It Out:

@KaneJamison

#StateOfSearch

Build Complementary Assets:

April: Outreach for interactive timeline, and mentioned our infographic

again.

Use It Up, Wear It Out:

@KaneJamison

#StateOfSearch

Build Complementary Assets:

April: Outreach for interactive timeline, and mentioned our infographic

again.

Result: Dedicated newspaper links and mentions for both assets.

Use It Up, Wear It Out:

@KaneJamison

Building complementary assets allows you to build stronger connections with the same

outreach targets and improve outreach conversion.

#StateOfSearch

Build Complementary Assets:

Use It Up, Wear It Out:

@KaneJamison

Build quarterly and annual content.

#StateOfSearch

Rinse & Repeat:

Use It Up, Wear It Out:

@KaneJamison

Save costs on the entire process: design, storyline, promotion, and

more.

Just refresh the data and tell everyone it’s there.

#StateOfSearch

Rinse & Repeat:

@KaneJamisonKane@ContentHarmony.

com

DFWSEM #StateOfSearch

Slides & References at

hmny.co/databasedcm

Thank you.Most photos from “The Great St. Louis Bank Robbery”, a 1959 movie starring Steve McQueen that is now in the public domain. You can watch it free on Archive.org: