Presented at DistilledLive Seattle on March 5, 2012. With the continued adoption of content marketing as a strategy, many companies will soon find themselves in the middle of a content arms race. Kane discusses how to use both internal and external data to differentiate and rise above everyday content, and move beyond the usual data-based tactics like infographics.

1. Data makes your content
Harder TO REPLICATE
Better
THAN THE COMPETITION’S
Faster TO CREATE
Stronger
THAN YOUR OPINION
@KaneJamison
kane@contentharmony.com

2. Better Content Marketing Links:
Click here to get the Slides, Blog Post, and Links at
www.ContentHarmony.com:
Data Makes Your Content
Harder Better Faster
Stronger
@KaneJamison

3. Twitter @AdriaSaracino
Slides: Making Cool
Slides Shit Isn’t Content
Marketing
Article
SEOMoz: How to Get Your Boss to
Care About Content Marketing
Distilled.net: Kill It In Content
Article Creation By Knowing Your
Customer Conversion Funnel
@KaneJamison

4. Why are we talking about
producing better content
in the first place?
@KaneJamison

5. Either
you’re in
the middle
of a content
arms race...
@KaneJamison

6. …or your
industry is
still getting
by on junk.
@KaneJamison

7. I’m not the only one
thinking about this…
@KaneJamison

8. How do we make
better content that
sticks out?
@KaneJamison

9. Data makes your content:
Harder TO REPLICATE
Better
THAN THE COMPETITION’S
Faster TO CREATE
Stronger
THAN YOUR OPINION
@KaneJamison

10. Define Data-based content…
@KaneJamison

11. Define Data-based content…
Infographics
http://www.alternateenergyhawaii.com/tax-credits-incentives
@KaneJamison

12. Define Data-based content…
Data-heavy
blog posts
and graphics
http://blog.uber.com/2012/01/09/uberdata-san-franciscomics/
@KaneJamison

13. Define Data-based content…
Interactive
and Parallax
Scrolling
visualizations
http://www.truckerclassifieds.com/truckpocalypse/
@KaneJamison

14. Define Data-based content…
Quarterly
whitepapers
and industry
benchmarks
and reports
http://www.rimmkaufman.com/
@KaneJamison

15. Define Data-based content…
Data snippets
and charts
integrated
with sales copy
and other
persuasive
content
http://www.charitywater.org/whywater/
@KaneJamison

16. Define Data-based content…
For e-
commerce, visu
al and data-
based product
comparisons.
Amazon Kindle Fire HD Product Page
@KaneJamison

17. Define Data-based content…
APIs
@KaneJamison

18. Define Data-based content…
Tools
http://www.contentharmony.com/tools/sharemetric/
@KaneJamison

19. Data makes your content:
Harder TO REPLICATE
Better
THAN THE COMPETITION’S
Faster TO CREATE
Stronger
THAN YOUR OPINION
@KaneJamison

20. Harder
Better
data makes your content Faster
Stronger
Harder
to replicate
@KaneJamison

21. Data takes work, at first.
@KaneJamison

22. You’ve got internal data
they can’t replicate.
Customer Data Operational Data Website Data
Customer service logs Fleet GPS data Product reviews
Customer demographics Time spent per task Conversion rates
Customer orders Cost per task Analytics data
@KaneJamison

23. Harder
Better
data makes your content Faster
Stronger
Better
than the
competition’s
@KaneJamison

24. "I was looking for something
like baseball, where there's a
lot of data and the competition
was pretty low.
That's when I discovered
politics."
– Nate Silver
@KaneJamison

25. 212,000 social shares on subdomain homepage.
2.4 million for www.nytimes.com/.
@KaneJamison

26. Harder
Better
data makes your content Faster
Stronger
Faster
to create
@KaneJamison

27. Data-based content is easy to
replicate across many pieces of
content.
Initial Whitepaper Presentation or Webinar Blog Posts With
& Statistics On Findings + Slidedeck Granular Focus
Interactive Tool or API
Visualization Access to Data
@KaneJamison

28. Data-based content is easy to
replicate across many pieces of
content.
Mozcast.com:
421 LRDs
~3K Social
Shares
Presentation
+ Microsite/Tool
+ Blog Posts
+ Widgetbait
@KaneJamison

29. Data-based content makes easy
recurring content.
Industry Annual Survey
Benchmarks
Voting & Industry
Awards Trend Analysis
@KaneJamison

30. Data-based content makes easy
recurring content.
MailChimp Industry
Email Marketing
Benchmarks:
220 LRDs
~2K Social Shares
http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/
@KaneJamison

31. Data-based content makes easy
recurring content.
“Remember that thing
we did last year that
you linked to?
We did it again.
Links please!”
@KaneJamison

32. Harder
Better
data makes your content Faster
Stronger
Stronger
than your
opinion
@KaneJamison

33. “If we have data, let’s
look at data.
If all we have are
opinions, let’s go with
mine.”
–Jim Barksdale
former Netscape CEO
@KaneJamison

34. http://geoffkenyon.com/302-redirects-pass-link-equity-pagerank/
@KaneJamison

35. Let’s make this actionable:
Pick an industry
controversy.
Any one will do.
@KaneJamison

36. Let’s make this actionable:
Construct a way to test it.
Execute.
Publish.
Outreach.
@KaneJamison

37. Resources to
Get the data
Work the data
Visualize the data
@KaneJamison

38. Three resources to
Get the data
1) Scrape the web
2) Save it to a database
3) Export database via
SQL, CSV, JSON API
4) Recurring scraping
Free & Paid
Scraping options
@KaneJamison

39. Three resources to
Get the data
Learn how to
pull from APIs
Mashape.com
+
ProgrammableWeb.com
Then find the
one you want.
APIs
@KaneJamison

40. Three resources to
Get the data
Take other people’s
data-heavy content
that’s already seen
success, visualize it,
and re-release.
http://www.slideshare.net/RossHudgens/link
-building-by-imitation
@KaneJamison

41. Two resources to
Work the data
Convert CSV
Mr. Data to
Convertor HTML - MySQL
JSON - XML
PHP - Python - Ruby
http://shancarter.com/data_converter/
@KaneJamison

42. Two resources to
Work the data
http://vis.stanford.edu/wrangler/
@KaneJamison

43. Four resources to
Visualize the data
http://timeline.verite.co
@KaneJamison

44. Four resources to
Visualize the data
DashingD3.js
Tutorials Tutorials
http://support.google.co DashingD3js.com
m/fusiontables/answer/1
84641?hl=en
@KaneJamison

45. Four resources to
Visualize the data
http://www.datavisualization.ch
@KaneJamison

46. What did I miss?

47. Thank you.
@KaneJamison
kane@contentharmony.com