Richard Baxter is CEO and founder of Builtvisible, an agency that love SEO, search, strategy and creating content that communicates ideas and builds brands. Richard shared a presentation on SlideShare about data driven content strategy. It is not just a presentation, it is nice guideline with tools to implement the content strategy.

At first the process is described:

A Really Targeted Creative Process:

  • Discovery
  • Creative
  • Planning
  • Stakeholder
  • Recruitment
  • Production Launch

Then the questions will start…

  • “Which publishers should I be targeting?”
  • “What content is most likely to work?”
  • “Which influencers should I be talking to?”
  • Tools you’ll need

The tools you need to find right publishers for right content with right influencers are:

  • Gwittr  Gwittr generates *awesome* stats and insights from individual Twitter feeds. Needs a lot of scraping.
  • Tweet archivist Essential analytics for measuring a Twitter hashtag campaign or search.
  • GPlusData Comprehensive Google+ Trends & Statistics
  • Buzzsumo – use to export bulk social metrics by domain
BuzzSumo-improve-content-marketing

What is my target audience sharing?
Richard’s Process:

  • Refine results from Follower wonk
  • Gather followers
  • Order results by Social Authority
  • Extract “Domains shared”

The tools you need to gather followers:

Get the Intersect

  • Who do *your* followers tend to follow?
  • Who do your competitor’s followers tend to follow?
  • Who do those people tend to follow?

By discovering

  • Domains your audience share
  • Top social channels shared by your followers
  • What are your most influential followers sharing?
  • Social sites shared by your followers

Amazing multiple link sources

  • Already Linking to Client
  • Linking to Competitor 1
  • Linking to Competitor 2
  • Mentioned in the twitter bio of someone who follows Client
  • Mentioned in the twitter bio of someone who follows Competitor 1
  • Mentioned in the twitter bio of someone who follows Competitor 2
  • Sending referral traffic to competitor

Easy Win Tip #1

  • Gather all the twitter profiles that follow your competitors
  • Cross reference that with who follows you
  • Collate a list of who follows your competitors, but not you

Expand your customer database to include social handles, demographics, social authority…

Influential people
Tip: Find the most influential accounts followed by your followers with your keyword in the biography. Get them on the payroll.

Links. Find the links!
Find the websites shared in the twitter data linking to your competitors but not you. Prioritise these prospects.

  • Top domains shared by your followers that don’t link to you
  • Top domains shared by your competitors’ followers that don’t link to you.
  • Find the domains which intersect these datasets

What are these people sharing?
Or – content strategy pt 1

  • MEDIUMS – what are they sharing?
  • Data from Bit.ly using Birdsong
  • How many clicks did your competitors get for that thing they did?

Exploring new formats

  • Take a reputable publication
  • Crawl for content you’re interested in
  • Use a tool of your choice to extract social metrics
  • Export and sort by social success

Identify journalists

  • Again, pick a publisher
  • Crawl + export your post URLs
  • Scrape author names
  • Sort authors by social success & topical relevancy
  • Paste into Tagul for *fast* Google Queries
  • Mailtester and Rapportive

Want some more information?
Thanks Google Plus! Collect number of profile views:

  • Follower Count
  • Profile Views
  • Location
  • Job Title

Want to know who else your author writes for?

he [social] world is your oyster.
Happy scraping researching!

Review:
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