Put Your Data to Work: New Ways to Uncover Content Ideas that Deliver
Transcript of Put Your Data to Work: New Ways to Uncover Content Ideas that Deliver
Put Your Data to WorkWays to Uncover Content Ideas that Deliver
Speaker:
Paul Shapiro, Director of Strategy & Innovation, Catalyst
@fighto
www.CatalystDigital.com
Instructions
Audio pinDialing in via phone? This
is where to find your
access code and custom
audio pin. To ask questionsType your question in the
"[Enter question for staff]"
field. Only the presenters
will see the question.
Questions will be
addressed during Q&A at
end.
www.CatalystDigital.com
Your Speakers for Today’s Webinar
Paul Shapiro,
Director of Strategy & Innovation
Technical SEO
Catalyst
Meghan Lavin,
Director of Marketing,
Catalyst
MODERATOR PRESENTER
www.CatalystDigital.com
Organic Search | Paid Search | Social Media | Social Media Advertising
Programmatic | Amazon Search Marketing | eShelf
What We Do
Business Results.
Powered by Advanced Marketing Strategy.
Put Your Data to WorkWays to Uncover Content Ideas that Deliver
Speaker:
Paul Shapiro, Director of Strategy & Innovation, Catalyst
@fighto
www.CatalystDigital.com
SEOs are too reliant on Keyword Planner
ABOUT
Paul Shapiro
CatalystDigital.com @CatalystSEM @fighto
www.CatalystDigital.com
Who is your
favorite content
producer?
www.CatalystDigital.com
WHO IS YOUR FAVORITE CONTENT PRODUCER?
Use “Chat” box to send your response to us or entire audience
http://pshapi.ro/nflixtorrent
www.CatalystDigital.com
http://pshapi.ro/netflixbigd
BBC House of Cards +
Kevin Spacey +
David Fincher =
$100 million for 2x 13-episode seasons...
http://pshapi.ro/amzpilot
www.CatalystDigital.com
BuzzFeed
• Have you connected
Facebook with BuzzFeed?
• Do you have email updates
enabled?
• Do they know your gender &
age?
• How many times have you
shared their content directly to
Facebook & Twitter & via
Email?
• Are you logged in?
• Which country are you in?
• Are you a buzzfeed editor?
• …and about 25 other pieces
of information.
http://pshapi.ro/buzzfbarker
Organic Search
Social Media
Paid Search
Organic Search
Social Media
Paid Search
KING
Organic Search
Social Media
Paid Search
KING
Organic Search
Social Media
Paid Search
Cornerstone
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POLL #1
Who is responsible for delivering insights & trends
for content creation for your brand or organization?
Select all that apply.
A. An in-house team
B. Creative agency or content marketing agency
C. Search agency
D. Social agency
E. Nobody / I don’t know
How can wedo it?
www.CatalystDigital.com
www.CatalystDigital.com
Reddit Data Mining: Python Script
https://searchwilderness.com/reddit-python-code/
1. Enter filename for output
2. Enter a search or series of searches
3. Choose reddit sorting method
4. Choose to look at all of reddit, or isolate to
particular subreddit(s).
5. Go!
www.CatalystDigital.com
/r/Horror
10359
9788
64066072
39673700
2183
1577
973733 699
278 272 262 246 24156
2909
15041255
1079 938
1697
993
522267
512217 96 95 146 45 54 37
0
2000
4000
6000
8000
10000
12000
Upvotes Comments
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KPIs Matter
“The one word I’d use to describe what we’re trying to
measure for our content is engagement. If we can tell
when we’re producing work that people are highly
engaged with, for us that’s a sign of success.”
http://pshapi.ro/chmokpi
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Branding Organic
Traffic
www.CatalystDigital.com
www.CatalystDigital.com
Search Volume
90500
74000 74000
49500
33100 33100
22200
1480012100
54003600 3600 3600
1900 1300 1300 1000
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www.CatalystDigital.com
vs. /r/Horror
10359
9788
64066072
39673700
2183
1577
973733 699
278 272 262 246 24156
2909
15041255
1079 938
1697
993
522267
512217 96 95 146 45 54 37
0
2000
4000
6000
8000
10000
12000
Upvotes Comments
www.CatalystDigital.com
/r/Horror
10359
9788
64066072
39673700
2183
1577
973733 699
278 272 262 246 24156
2909
15041255
1079 938
1697
993
522267
512217 96 95 146 45 54 37
0
2000
4000
6000
8000
10000
12000
Upvotes Comments
www.CatalystDigital.com
vs. Search Volume
90500
74000 74000
49500
33100 33100
22200
1480012100
54003600 3600 3600
1900 1300 1300 1000
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
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www.CatalystDigital.com
More Reddit Insights
www.CatalystDigital.com
More Reddit Insights
https://www.reddit.com/domain/{CompetitorDomain.com}/top/
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More Reddit Insights
https://www.trackreddit.com
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Google BigQuery, 3 Billion Reddit Comments
http://pshapi.ro/bigqueryredcom
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More Reddit Insights
http://pshapi.ro/redditspacy
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Niche-Community Data Mining: FAQFox
http://pshapi.ro/faqfoxex
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BuzzSumo
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BuzzSumo
DO IT
BETTER!
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Links
Title Total Links
What 1,200 Calories Looks Like [Infographic] | MyFitnessPal 456
A Beginners Guide to Meal Planning | MyFitnessPal 143
10 Amazing Benefits of Walking | MyFitnessPal 97
31-Day Squat, Lunge and Pushup Plan | MyFitnessPal 94
5 Reasons Why Protein Is Good for Weight Loss | MyFitnessPal 74
Ask the Dietitian: What's the Best Carb, Protein and Fat Breakdown for
Weight Loss? | MyFitnessPal67
The Problem with Cheat Days | MyFitnessPal 55
Black Bean Spinach Quesadilla [Video] | Recipe | MyFitnessPal 51
8 Foods That Are Surprisingly Good for Weight Loss | MyFitnessPal 51
All Good
Ideas!
www.CatalystDigital.com
SEMRush Gap Analysis
www.CatalystDigital.com
SEMRush Gap Analysis
Keywordblumhouse.co
m
bloody-
disgusting.co
m
chud.comdreadcentral.c
omMSV
blood creek 0 12 11 15 1900
the prowler 1981 0 27 16 9 720
para elisa movie 0 4 16 27 590
chud 2 0 8 29 17 590
hatchet 3 cast 0 7 30 13 480
twins the shining 0 30 15 17 390
i spit on your grave **** scene 0 14 15 21 320
se7en sloth 0 15 13 23 260
twins in the shining 0 24 27 15 260
i spit on your grave **** 0 30 10 22 210
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No Brainers!
www.CatalystDigital.com
Sales/Customer Success Email Data Mining
http://pshapi.ro/gmailperiscope
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Facebook Groups
http://pshapi.ro/fbgroupmining
Most
Commented:
“Interesting
question for the
group: What got
you into the
horror genre?”
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Slideshare
www.CatalystDigital.com
Social: Twitter, etc.
http://www.socialmention.com
http://pshapi.ro/SemanticKWR
Additional Reading on Data Mining
Twitter for Keywords:
www.CatalystDigital.com
Auto Suggest: Google, YouTube, etc.
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Auto Suggest: Pinterest
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Instagrok
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Quora
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Search Console
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Audience Analysis
Audience General Online Population
Searched
“horror
movies”
Gender : Male 94,301,612 16,848
Gender : Female 103,442,062 16,975
Individual employment income : $25,000 - 49,999 33,979,134 5,375
Individual employment income : $20,000 - $29,999 18,786,853 3,840
Political outlook : Any liberal 53,261,454 13,403
Movie genre - saw in theater : Action 51,612,270 12,609
Movie genre - saw in theater : Drama 42,704,338 9,182
Movie genre - saw in theater : Adventure 40,936,188 9,778
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Analytics
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Facebook Pixel + Analytics
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Google Display Planner
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Bing Ads Intelligence
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Survey
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We’re way past Google Keyword Planner!
www.CatalystDigital.com
AND, DON’T FORGET ABOUT TECHNICAL SEO
Watch the live stream of our recent technical SEO event:
www.catalystdigital.com/techseo-boost-2017-live-stream/
Q&A