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@newscred Keynote: Backed with Data – How We Can Use Data to Create Compelling Content Rohin Dhar , Founder + CEO, Priceonomics

Backed with Data: How We Can Use Data to Create Compelling Content

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@newscred

Keynote: Backed with Data – How We Can Use Data to Create Compelling Content

Rohin Dhar, Founder + CEO,

Priceonomics

How to turn data into great stories.

What is Priceonomics

We help companies turn their data into content marketing that spreads

What are your goals?•  Press hits•  Traffic•  SEO•  Become an “industry expert”•  Customer leads

Make, Measure & Distribute

InterestingInformation

Information that helps your company

Why does content marketing fail?

Information is currency

Helps a reporter

Helps you out

Doesn’t help you out

Creates work for the reporter

Traditional PR

InformationMarketing

PR crisis

Investigativereport

Information

Data

Industry

Stories

What is a data story? “Bookings at Trump Hotels Plummet”

The key questionsWhat interesting data is a byproduct of your business?What do you know that is valuable to other people?

Will it help journalists do their jobs of producing popular content?

Data: 40 hours per article

What are some common themes of data stories?

Variation & Ranking

A trend people care about

Ah, San Francisco is so expensive!

Confirming an existing bias

Give people data for a story they are looking to say.

Distribution: chasing “The Bump”•  Nothing happens at all till a critical mass of

people see it

•  The Bump happens

•  Everything good that can possibly happen from that content, will happen after that

Content Distribution Channels•  Journalists: 50 journalists who’d be

interested in your content

•  Supernodes: Reddit, Hacker News, Digg, Metafilter, Product Hunt

•  Roundups: NextDraft, MediaREDEFBefore you start writing, decide what channel

Measure everything: success breeds success

Traffic, links, shares, conversions

The checklist•  Will this be newsworthy and help journalists

do their jobs?

•  What channel will this be popular on?

•  What’s the one nugget people can take away?

Questions?

[email protected]

@newscred

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