CREATING A DATA-DRIVEN CONTENT STRATEGY OHIO NORTHEN UNIVERSITY PRSSA SOCIAL MEDIA WORKSHOP CREATING A DATA-DRIVEN CONTENT STRATEGY

ABOUT ME INTRODUCTION Tech and cultural heritage Data and storytelling Arts marketer @StephElton @LittleHound /StephanieElton

HAVE YOU HEARD ABOUT CONTENT MARKETING? INTRODUCTION HAVE YOU HEARD ABOUT CONTENT MARKETING?

GOALS FOR TODAY Why a data-driven strategy? Creating a foundation Identifying metrics that matter Turning data into action Time for Q & A

WHAT CAN DATA DO FOR YOU? CONTENT STRATEGY Provide useful answers Plan efficiently Save time (and money) Gain audience insights

IT’S NOT ALWAYS WHAT YOU SAY… DATA-DRIVEN CONTENT MARKETING IT’S NOT ALWAYS WHAT YOU SAY…

ESTABLISHING PERSONAS WHO IS MY AUDIENCE?

VARIABLES BENEFITS ESTABLISHING PERSONAS Demographics Behaviors Research BENEFITS Identify challenges, needs Understand interests Discover where they spend their time

WHAT IS MY OBJECTIVE? SETTING SMART GOALS

STICK TO SETTING SMART GOALS Specific Measurable Achievable Realistic Time-sensitive

WHERE TO SHARE? DISCOVERY AND DISTRIBUTION

DISTRIBUTING CONTENT CONTENT STRATEGY Know your platforms Social demographics Diversify your posts Time your publishing

FINDING THE RIGHT METRICS DATA-DRIVEN CONTENT MARKETING FINDING THE RIGHT METRICS

KEY PERFORMANCE INDICATORS (KPIs) New followers Reach Engagement Clicks Posts Traffic Conversions

DON’T LET BIG DATA STUNT CREATIVITY DATA-DRIVEN CONTENT STRATEGY DON’T LET BIG DATA STUNT CREATIVITY

CASE STUDY BE A BELIEVER CAMPAIGN In addition to generating awareness for a brand new park in the system, Metroparks Toledo also needed to generate interest and enrollment in a brand new program—archery.

CASE STUDY BE A BELIEVER CAMPAIGN

BE A BELIEVER CAMPAIGN Increase in meaningful engagements CASE STUDY BE A BELIEVER CAMPAIGN Increase in meaningful engagements Uptick in social media followers Full enrollment in the first archery class More awareness of the new park Judge’s Choice award winner

TURNING DATA INTO ACTION DATA-DRIVEN CONTENT MARKETING TURNING DATA INTO ACTION

MASTER THE ART OF REPORTING CONTENT STRATEGY MASTER THE ART OF REPORTING Frequency Audience Convey your KPIs Provide context Visuals Summary and next steps

EXTRACT VALUE FROM DATA DATA-DRIVEN CONTENT STRATEGY EXTRACT VALUE FROM DATA

MEASURE AND TEST REGULARLY DATA-DRIVEN CONTENT STRATEGY MEASURE AND TEST REGULARLY

THE ONLY CONSTANT IS CHANGE DATA-DRIVEN CONTENT MARKETING THE ONLY CONSTANT IS CHANGE

SOCIAL MEDIA CONTINUES TO EVOLVE Algorithm updates Fake profiles Privacy concerns User demographics Video is still important Shift to messaging

PREPARE FOR FUTURE CHANGE WITH YOUR DATA DATA-DRIVEN CONTENT STRATEGY PREPARE FOR FUTURE CHANGE WITH YOUR DATA

CREATING A DATA-DRIVEN CONTENT STRATEGY IT’S Q & A TIME