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

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

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

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

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

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

7. ESTABLISHING PERSONAS
WHO IS MY AUDIENCE?

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

9. WHAT IS MY OBJECTIVE?
SETTING SMART GOALS

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

11. WHERE TO SHARE?
DISCOVERY AND DISTRIBUTION

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

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

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

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

17. 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.

18. CASE STUDY
BE A BELIEVER CAMPAIGN

19. 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

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

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

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

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

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

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

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

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