Post on 08-May-2015
description
copyright 2011 Portent, Inc. portent.com
Data-Driven Content
@portentintIan Lurie
WHY IS CONTENT ALWAYSSO AWFUL?
“I DON’T KNOW WHAT TO WRITE!!!”
“I’LL GIVE YOU MORE BUDGET WHEN YOU PROVE IT EARNS US MONEY.”
Oy
GRRRRRRRRRR
Site-wide ranking.
Competition.
GREAT CONTENT IS NO LONGER OPTIONAL.
DATA-DRIVEN CONTENT
DATA-DRIVEN CONTENTSTRATEGY
MEASUREFIND OPPORTUNITIESRESEARCH SUBJECT MATTERSTACK THE DECK
DOCUMENT EVERYTHING
MEASURE
Is anyone reading this stuff?
CRAZYEGG.COMSCROLL MAP
LOTS OF ATTENTION
LESS ATTENTION
A LOT OF ‘SCANNING’
CONTENT EFFICIENCY REPORT: AVINASH KAUSHIK
FIND OPPORTUNITIES
Find the easy wins.
NOT PROVIDED
ARGH!!!!!
PERSONALIZATION
I got not provided
Bleah
Nice average position
Decent CTR
And some clicks
Good!!!
Bad!!!
QueryContentBounce rateIntent
+
Generalities
Smart-assery
Fail
Conclusion: Get specific. Write a real proposal template.
How competitive?
Not bad
SEOMOZ SERP overlay
Egads.
But maybe... Just maybe...
But maybe... Just maybe...
It’s not about rankings!!!
Expand
Document
DOCUMENTDOCUMENTDOCUMENT
RESEARCH SUBJECT MATTER
What’s everyone talking about?
Take a gander at the Googles!
Shouldn’t take more than 5 minutes.
Fail
Assemble a corpus
Kor - PUS
google.com/alertsRecord
other search resultsRecord
TwitterRecord
Grab Twittersearch.twitter.com/search.atom?q=seo
Favorite blogsAlltop
Record
Analyze
WORDLE.NET
Important!!!!
Mobile SEO, anyone?Tablets?
DON’T BE A:
google.com/insights/search/
Draw conclusionsBrain required
Brainstorm headlinesBrain required
DOCUMENT EVERYTHING
LESSONS
DOCUMENT
EVERYTHING
Brainrequired
MARKETING = WORK
This certificate entitles the bearer to kick the crap out of multi-billion dollar competitors with little or no effort.
Don’t be a
MEASUREFIND OPPORTUNITIESRESEARCH SUBJECT MATTERSTACK THE DECK
copyright 2011 Portent, Inc.portent.com
conversationmarketing.com
Ian Lurieian@portent.com
@portentint
portent.co/data-content
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