DIY Data Visualisation to Fuel Your Content Marketing Strategy

Content Marketing StrategyD I Y D A T A V I S U A L I S A T I O N T O F U E L Y O U R

@ K R Y S T I A N S Z A S T O K


W H Y D A T A V I S U A L I S A T I O N ?

Killer content results in

great, natural links

Boring industry

could mean

interesting data

Has the potential to

be more successful than an

infographic

T H E C U R R E N T Q U A L I T Y O F C A R E H O M E S I N E N G L A N D



P R O C E S S O V E R V I E W

Brainstorming

and exploring

ideas

1 Pre-outreach

and validation

2

Visual Design

3

Implementation

4Setting KPIs

5

Preparing for

launch

6


B R A I N S T O R M I N G A N D E X P L O R I N G I D E A S1

Brainstorm ideas

with the team

Use Social Crawlytics

or Buzzsumo

Research similar

concepts on Pinterest

Research data points on

credible sources


P R E - O U T R E A C H A N D V A L I D A T I O N2

Validate with your

team whether

your story is potent

Run the idea/concept

past prospects and

influencers

Journalists

(if you’re aiming for a

news angle)


V I S U A L D E S I G N3

Create the right

information hierarchyHelp your audience

discern relationships

in the data

How much detail does

the audience need?

Create a sketch and

send it to someone

not involved in the

project

• What are the top 2-3 insights

that would captivate your

audience?

• In what order should they be

communicated visually?


I M P L E M E N T A T I O N4

DIY (using an off the shelf tool

or programming)

Hire a data visualisation

agency/freelancer

Ask your front-end

designer1. Tableau / CartoDB

2. RAW + D3.js

3. Processing.js

4. R + Python

5. Google Fusion Tables


S M A R T K P I S5

S P E C I F I C - It has to be clear what the KPI exactly measures.

M E A S U R A B L E - The KPI should be measurable, don’t be vague.

A C H I E V A B L E - Nothing is more discouraging than striving for a goal that you can’t obtain.

R E L E V A N T - The KPI has to be relevant to business objectives.

T I M E B O U N D - It is important to express the value of the KPI in time.


S E T T I N G K P I S6

X Number of

inbound links from

new root domains

over 3 months

X Number of

unique referral visits

over 3 months

X Number of

specific micro conversions

over 3 months


P R E P A R I N G F O R L A U N C H7

1 2 3 4

Identify more key

influencers

Tracking of micro

conversions

Media pack/visual

assets

Craft social media

messages


P R E P A R I N G F O R L A U N C H7

Produce editorial

content for third

party placements

5 6 7

Prepare

emails/messages

for outreach

Prepare phone scripts

H E R E ’ S H O W I ’ V E D O N E I T

B A C K T O O U R E X A M P L E



B R A I N S T O R M I N G & C O N C E P T P H A S E

I D E A O N E

Map Age Expectancy vs. Care Home Density

• Density of care homes across counties in England

• Age expectancy across counties in England

T H E D A T A D I D N ’ T T E L L U S A P O T E N T S T O R Y


B R A I N S T O R M I N G & C O N C E P T P H A S E

I D E A T W O

Quality of Care vs. Map Age Expectancy vs. Affluence

• Care Quality Commission – CQC Rating Data

• Office of National Statistics – Age Expectancy

• Office of National Statistics – Mean Salary

T H E D A T A T O L D U S M U L T I P L E S T O R I E S


W H A T ’ S T H E S T O R Y ?

The most affluent counties provide the lowest levels of care.

This is interesting because it contradicts common assumption.



94% of care homes in Shropshire passed the CQC inspection making it the highest scoring county for quality of care.

This is useful because we can target local newspapers.



36% of care homes in Nottinghamshire failed the CQC inspection making it the lowest scoring county for quality of care.

This is a potent story in its own right.

I M P L E M E N T A T I O N



I N I T I A L S K E T C H / M O C K - U P


V I S U A L H I E R A R C H Y


W H A T D I D W E A C H I E V E ?

Quoted

and referred

to on national radio

Featured on front

page of Nottingham

Post in print

A number of industry

leading publications

covered it


C O M M O N D A T A V I S U A L I S A T I O N M I S T A K E S

Lack of story

Too much

information

and detail

Lack of

validation

Variety for the

sake of variety

Inappropriate

hierarchy

B O O K S A N D R E S O U R C E S T H A T H E L P E D M E


http://bit.ly/data-vis-brightonseo
