Put Your Data to Work: New Ways to Uncover Content Ideas that Deliver

Put Your Data to WorkWays to Uncover Content Ideas that Deliver

Speaker:

Paul Shapiro, Director of Strategy & Innovation, Catalyst

@fighto

www.CatalystDigital.com

Instructions

Audio pinDialing in via phone? This

is where to find your

access code and custom

audio pin. To ask questionsType your question in the

"[Enter question for staff]"

field. Only the presenters

will see the question.

Questions will be

addressed during Q&A at

end.


Your Speakers for Today’s Webinar

Paul Shapiro,

Director of Strategy & Innovation

Technical SEO

Catalyst

Meghan Lavin,

Director of Marketing,

Catalyst

MODERATOR PRESENTER


Organic Search | Paid Search | Social Media | Social Media Advertising

Programmatic | Amazon Search Marketing | eShelf

What We Do

Business Results.

Powered by Advanced Marketing Strategy.

Put Your Data to WorkWays to Uncover Content Ideas that Deliver

Speaker:

Paul Shapiro, Director of Strategy & Innovation, Catalyst

@fighto


SEOs are too reliant on Keyword Planner

ABOUT

Paul Shapiro

CatalystDigital.com @CatalystSEM @fighto


Who is your

favorite content

producer?


WHO IS YOUR FAVORITE CONTENT PRODUCER?

Use “Chat” box to send your response to us or entire audience

http://pshapi.ro/nflixtorrent

http://pshapi.ro/nflixtorrent


http://pshapi.ro/netflixbigd

BBC House of Cards +

Kevin Spacey +

David Fincher =

$100 million for 2x 13-episode seasons...

http://pshapi.ro/netflixbigd

http://pshapi.ro/amzpilot

http://pshapi.ro/amzpilot


BuzzFeed

• Have you connected

Facebook with BuzzFeed?

• Do you have email updates

enabled?

• Do they know your gender &

age?

• How many times have you

shared their content directly to

Facebook & Twitter & via

Email?

• Are you logged in?

• Which country are you in?

• Are you a buzzfeed editor?

• …and about 25 other pieces

of information.

http://pshapi.ro/buzzfbarker

http://pshapi.ro/buzzfbarker

Organic Search

Social Media

Paid Search

Organic Search

Social Media

Paid Search

KING

Organic Search

Social Media

Paid Search

KING

Organic Search

Social Media

Paid Search

Cornerstone


POLL #1

Who is responsible for delivering insights & trends

for content creation for your brand or organization?

Select all that apply.

A. An in-house team

B. Creative agency or content marketing agency

C. Search agency

D. Social agency

E. Nobody / I don’t know

How can wedo it?



Reddit Data Mining: Python Script

https://searchwilderness.com/reddit-python-code/

1. Enter filename for output

2. Enter a search or series of searches

3. Choose reddit sorting method

4. Choose to look at all of reddit, or isolate to

particular subreddit(s).

5. Go!

https://searchwilderness.com/reddit-python-code/


/r/Horror

10359

9788

64066072

39673700

2183

1577

973733 699

278 272 262 246 24156

2909

15041255

1079 938

1697

993

522267

512217 96 95 146 45 54 37

0

2000

4000

6000

8000

10000

12000

Upvotes Comments


KPIs Matter

“The one word I’d use to describe what we’re trying to

measure for our content is engagement. If we can tell

when we’re producing work that people are highly

engaged with, for us that’s a sign of success.”

http://pshapi.ro/chmokpi

http://pshapi.ro/chmokpi


Branding Organic

Traffic



Search Volume

90500

74000 74000

49500

33100 33100

22200

1480012100

54003600 3600 3600

1900 1300 1300 1000

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

100000


vs. /r/Horror

10359

9788

64066072

39673700

2183

1577

973733 699

278 272 262 246 24156

2909

15041255

1079 938

1697

993

522267

512217 96 95 146 45 54 37

0

2000

4000

6000

8000

10000

12000

Upvotes Comments


/r/Horror

10359

9788

64066072

39673700

2183

1577

973733 699

278 272 262 246 24156

2909

15041255

1079 938

1697

993

522267

512217 96 95 146 45 54 37

0

2000

4000

6000

8000

10000

12000

Upvotes Comments


vs. Search Volume

90500

74000 74000

49500

33100 33100

22200

1480012100

54003600 3600 3600

1900 1300 1300 1000

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

100000


More Reddit Insights



https://www.reddit.com/domain/{CompetitorDomain.com}/top/



https://www.trackreddit.com

https://www.trackreddit.com/


Google BigQuery, 3 Billion Reddit Comments

http://pshapi.ro/bigqueryredcom

http://pshapi.ro/bigqueryredcom



http://pshapi.ro/redditspacy

http://pshapi.ro/redditspacy


Niche-Community Data Mining: FAQFox

http://pshapi.ro/faqfoxex

http://pshapi.ro/faqfoxex


BuzzSumo


BuzzSumo

DO IT

BETTER!


Links

Title Total Links

What 1,200 Calories Looks Like [Infographic] | MyFitnessPal 456

A Beginners Guide to Meal Planning | MyFitnessPal 143

10 Amazing Benefits of Walking | MyFitnessPal 97

31-Day Squat, Lunge and Pushup Plan | MyFitnessPal 94

5 Reasons Why Protein Is Good for Weight Loss | MyFitnessPal 74

Ask the Dietitian: What's the Best Carb, Protein and Fat Breakdown for

Weight Loss? | MyFitnessPal67

The Problem with Cheat Days | MyFitnessPal 55

Black Bean Spinach Quesadilla [Video] | Recipe | MyFitnessPal 51

8 Foods That Are Surprisingly Good for Weight Loss | MyFitnessPal 51

All Good

Ideas!


SEMRush Gap Analysis


SEMRush Gap Analysis

Keywordblumhouse.co

m

bloody-

disgusting.co

m

chud.comdreadcentral.c

omMSV

blood creek 0 12 11 15 1900

the prowler 1981 0 27 16 9 720

para elisa movie 0 4 16 27 590

chud 2 0 8 29 17 590

hatchet 3 cast 0 7 30 13 480

twins the shining 0 30 15 17 390

i spit on your grave **** scene 0 14 15 21 320

se7en sloth 0 15 13 23 260

twins in the shining 0 24 27 15 260

i spit on your grave **** 0 30 10 22 210


No Brainers!


Sales/Customer Success Email Data Mining

http://pshapi.ro/gmailperiscope

http://pshapi.ro/gmailperiscope


Blog Comments

http://pshapi.ro/chromescrape

http://pshapi.ro/chromescrape


YouTube CC

http://pshapi.ro/youtubesrt

http://pshapi.ro/youtubesrt


Facebook Groups

http://pshapi.ro/fbgroupmining

Most

Commented:

“Interesting

question for the

group: What got

you into the

horror genre?”


Slideshare


Social: Twitter, etc.

http://www.socialmention.com

http://pshapi.ro/SemanticKWR

Additional Reading on Data Mining

Twitter for Keywords:

http://www.socialmention.com/






Google Trends

http://pshapi.ro/pytrends

http://pshapi.ro/pytrends


Auto Suggest: Google, YouTube, etc.


Auto Suggest: Pinterest


Instagrok


Quora


Search Console


Audience Analysis

Audience General Online Population

Searched

“horror

movies”

Gender : Male 94,301,612 16,848

Gender : Female 103,442,062 16,975

Individual employment income : $25,000 - 49,999 33,979,134 5,375

Individual employment income : $20,000 - $29,999 18,786,853 3,840

Political outlook : Any liberal 53,261,454 13,403

Movie genre - saw in theater : Action 51,612,270 12,609

Movie genre - saw in theater : Drama 42,704,338 9,182

Movie genre - saw in theater : Adventure 40,936,188 9,778


Analytics


Facebook Pixel + Analytics


Google Display Planner


Bing Ads Intelligence


Survey


We’re way past Google Keyword Planner!


AND, DON’T FORGET ABOUT TECHNICAL SEO

Watch the live stream of our recent technical SEO event:

www.catalystdigital.com/techseo-boost-2017-live-stream/

Q&A

CatalystDigital.com

[email protected]

Paul Shapiro

https://searchwilderness.com

@fighto