The latest version of my talk on data-driven content. More stuff about analytics!

1. Data-Driven Content
Ian Lurie
@portentint
copyright 2011 Portent, Inc. portent.com

2. WHY IS CONTENT ALWAYS
SO AWFUL?

3. “I DON’T KNOW WHAT TO WRITE!!!”

4. “I’LL GIVE YOU MORE BUDGET WHEN
YOU PROVE IT EARNS US MONEY.”

5. Oy

6. GRRRRRRRRRR

7. Site-wide ranking.

8. Competition.

9. GREAT CONTENT IS NO
LONGER OPTIONAL.

10. DATA-DRIVEN
CONTENT

11. DATA-DRIVEN
CONTENT
STRATEGY

12. MEASURE
FIND OPPORTUNITIES
RESEARCH SUBJECT MATTER
STACK THE DECK

13. DOCUMENT EVERYTHING

14. MEASURE

15. Is anyone reading this stuff?

16. CRAZYEGG.COM
SCROLL MAP

17. LOTS OF ATTENTION
LESS ATTENTION

18. A LOT OF
‘SCANNING’

19. CONTENT EFFICIENCY REPORT: AVINASH KAUSHIK

22. http://portent.co/ak-coolness

24. FIND OPPORTUNITIES

25. Find the easy wins.

26. NOT
PROVIDED

28. ARGH!!!!!

29. PERSONALIZATION

30. I got not
provided

32. Bleah

33. Nice average position

34. Decent CTR

35. And some clicks

36. Good!!!

37. Bad!!!

38. Query
Content
+ Bounce rate
Intent

40. Generalities

41. Smart-assery

42. Fail

43. Conclusion: Get specific. Write a
real proposal template.

44. How competitive?

45. Not bad

46. SEOMOZ SERP overlay

47. Egads.

48. But maybe... Just maybe...

49. It’s not about
rankings!!!
But maybe... Just maybe...

50. Expand

52. Document

54. DOCUMENT
DOCUMENT
DOCUMENT

55. RESEARCH
SUBJECT MATTER

56. What’s everyone talking about?

57. Take a gander at the Googles!

58. Shouldn’t take more than 5 minutes.

59. Fail

60. Assemble a corpus

61. Kor - PUS

62. Record
google.com/alerts

65. Record
other search results

69. Record
Twitter

70. Grab Twitter
search.twitter.com/search.atom?q=seo

71. Record
Favorite blogs
Alltop

72. Analyze

76. WORDLE.NET

77. Important!!!!

79. Mobile SEO, anyone?
Tablets?

80. DON’T BE A:

81. google.com/insights/search/

82. Draw conclusions
Brain required

83. Brainstorm headlines
Brain required

85. DOCUMENT
EVERYTHING

86. LESSONS

87. DOCUMENT
EVERYTHING

88. Brain required

90. MARKETING = WORK

91. This certificate entitles
the bearer to kick the
crap out of multi-billion
dollar competitors with
little or no effort.

92. Don’t be a

94. MEASURE
FIND OPPORTUNITIES
RESEARCH SUBJECT MATTER
STACK THE DECK

95. Q&A time
portent.co/data-content
Ian Lurie
ian@portent.com
@portentint
portent.com
copyright 2011 Portent, Inc. conversationmarketing.com