#analyzing it by date added presents some interesting correlations

[larrylimericks]

6Jun22

Louis’ changeover list was discovered; At the songs and the dates, Larries sputtered: Adding ‘I Will Survive’ The day H sang it live?! “Took youse long enough,” sbb muttered.

#larry #louis #louis tomlinson #lt tour #an insta pic posted by louis’ sound guy john delf included a monitor with the outro play list visible #fans sleuthed it out and found essentially a larry tribute playlist #on john delf’s spotify account #analyzing it by date added presents some interesting correlations #and in general the selections are very larry or very gay or both #’i’m coming out’ is on there #’wouldn’t it be nice’ is on there and personally destroys me #some fans were wary it was a fan trolling #or that john is operating without louis input #and then — yep — our boy went and followed him on insta #as a little sbb pat on the head #changeover is the term for all the equipment and tech stuff that happens between (orafter) live music sets #or getting a venue ready to go from a music performance back to sports or something #limerick-lt #june 6 #2022

[dylvana-v]

Diary of a Hopeless Romantic

Pt. 9 - My changed world

From this chapter on we are actually up to date. So now I can’t just sit down, remember and write it down. Now I have to live and you will have to wait.

Nothing really happened but I need to write down some of my insecurities.

Yesterday, the other doctor mentioned that E would be absent today. I heard that but somehow I did not take it seriously since he told me he would call me about a patient today. He added “so we're gonna see each other”.

I don’t know why, but just because he said it like that I was anticipating it. Maybe he forgot about him not being there for a second and maybe today he was overthinking his words too. I don’t believe he had any bad intentions but still it made me kind of sad.

Somehow I wanted to meet him today, not only to give him the present but also to get closer to him. Also I wanted to know more about him, I was excited to get to know him better and postponing it to Monday would not be that big of a deal, so why am I making a deal out of it.

I made fun of him telling me he would call, but then saying we would see each other. The correlation was just a little off, but it got me all excited, so I did not stop talking about it. But now I was left all alone waiting for something that was impossible to happen.

Deep down I knew he would be absent, but I looked for reasons, possibilities he would still be there. It was so ridiculous, but it showed me I care. Care about him, for whatever reason.

Yeah, I believe he just forgot about him not being there today and me leaving work early yesterday, so we missed each other. But let’s just talk about that sentence he dropped.

“So we’re gonna see each other.”

Him saying this so subtle is driving me a little mad (in a good way).

It just gives me this feeling of him wanting to see me, talking to me. It tells me this patient and the work we do is an excuse to somehow pass each other. This gave me butterflies since he, once again, is subtle but transparent about his thoughts.

And maybe I am just over analyzing everything, but I am quite certain about him taking an interest in me and enjoying us getting closer. But I am also quite sure he just says what’s on his mind, so this slipped out his mouth without his full consent and revealed his thoughts.

But even if this all would not be romantic interest, this is giving me a lot. I finally have something else to look forward to besides arguing with my coworkers. I potentially have people to talk to if something is bothering me besides the people in my team or my friends. Now I have someone to join for lunch, I have someone to call when I am bored. I can just go over to them if I feel lonely, I have a place to go to.

I am glad he called me small that day, since this is all the aftermath of it.

Glad I am small.

- the hopeless romantic

#co workers #doctor #hospital drama #romance #social worker #writers and poets #writers on tumblr #writerscommunity #writerscorner #writing #diary of a hopeless romantic

[charlieharry1]

2020 imaginative and prescient: social media developments for the yr beforehand

Youtuber james charles brings birmingham to a standstill, highlighting the growth of the influencer industry, as eight,000 enthusiasts flip up to his 30 second appearance – read greater

tiktok starts offevolved quietly checking  Digital Marketing Company in Bath out commercials on its platform – read more

february

facebook publicizes that all advert campaigns may be migrated to its automatic price range allocation gadget, to automaticlaly optimise budgets throughout ad sets – read greater

linkedin rolls out its video stay streaming provider, linkedin live – study greater

march

1

 tiktok hits a billion downloads – study extra

youtube rolls out ‘information panels’ which offer customers with truth assessments for certain search terms and terms – study more

tumblr sees site visitors drop by nearly a hundred million views following its porn ban – examine greater

instagram adds in-app checkout – study more

april

the uk authorities proposes new laws to protect social media customers – examine extra

linkedin introduces publish reactions – read more

lush leaves social media – examine extra

pinterest starts trading at the new york stock exchange – study greater

may also

2020 social media developments

 fb co-founder chris hughes calls for the agency’s ruin-up due to it having “extraordinary quantities of strength.” – examine more

fb publicizes two news feed set of rules updates – one to place close pals better in the feed, and another to demote click bait – examine extra

june

instagram lets in brands to create ads from influencer content material – read greater

the uk advertising and marketing standards authority’s (asa) bans adverts which contain or sell dangerous gender stereotypes – examine greater

facebook reveals plans for libra cryptocurrency – read extra

instagram introduces commercials to the explore tab – read more

july

facebook hit with $five billion excellent via america federal change commission for its role within the cambridge analytica scandal – study greater

twitter assessments new ‘hide replies’ characteristic – examine greater

august

2020 social media trends (1)

 pinterest exceeds expectancies with its q2 results, as customers grow by means of 30% – examine extra

fb checks subscription model for watch – study greater

september

fb launches courting service in 20 nations – study extra

linkedin makes it easier to connect to provider companies – read greater

facebook proclaims horizon, a brand new vr social network – study more

snapchat relaxes time constraints for commercials, permitting video ads up to three minutes in length – read more

pinterest launches ‘store the appearance’ advertisements – examine more

october

instagram launches threads, a close friends chat app – study extra

snapchat assessments dynamic ads for product catalogues – study greater

twitter bans all political commercials – study greater

november

4

 twitter launches topics, a brand new manner to follow curated lists of pursuits – study greater

instagram assessments hiding likes globally – examine more

pinterest launches pinterest keep for small agencies that make and sell merchandise – study extra

december

instagram starts asking new users for their birth date and could bar customers younger than thirteen from becoming a member of – read extra

reddit reports 30% growth in month-to-month active users – study extra

what subsequent? After preserving a near eye on the developments shaping the social media and virtual landscape this yr, allow’s now flip our interest to how the tale would possibly spread in 2020. Those are the bumbl predictions that will help you stay beforehand of the curve. Influencers will show extra integrity

five

 this year it became apparent that customers were starting to mistrust social media influencers, with one look at locating that simply four% of customers consider what influencers say on-line. The asa additionally warned hundreds of influencers for breaking pointers around subsidized content material at the likes of instagram. With conflicting emblem partnerships and overly-styled, disingenuous content material, it is easy to look why customer accept as true with has accompanied a downward trajectory. To greenback this fashion in 2020, influencers will want to start pronouncing no to emblem gives extra frequently, focusing most effective on high satisfactory, nicely-aligned and long term partnerships. And with a bit of luck meaning a better nice information feed for all and sundry. Virtual detoxing will see typical display screen-time decrease

6

even as systems like tiktok, linkedin and pinterest all confirmed marvelous growth this year, in the new decade we might also begin to see extra customers spending much less time on social media throughout the board. With studies claiming too much social media usage can lead to melancholy, and the public turning into greater conscious in their media utilization thanks to tools like apple display screen time, it’s in all likelihood that many users will begin to shift away from displays to boom productivity and enhance mental wellness. As a result, human beings may additionally audit who they comply with so that once they do spend time on their chosen social systems, they're handiest seeing great content material. So if you’re not applicable, exciting, enjoyable or insightful, your brand may also get the chop. Brands gets greater innovative, and awareness much less on engagement metrics

7

the hidden like be counted is expected to encourage manufacturers and users to be extra experimental with their content material, as they can hit put up with out the strain of being verified by using lovers and fans. Engagement metrics used to play a prime function in a brand’s success on social media, appearing because the using pressure in the back of beating the set of rules and growing attain. That also holds genuine these days to a degree, but whilst you keep in mind that organic attain is at an all time low, most effective a small % of customers actively have interaction with content in any respect, and there being little to no correlation among engagement and emblem income, it’s in all likelihood that engagement will collapse the priority list for marketers. Which means that manufacturers, as well as creators and everyday users, can now be more creative and experimental without disturbing approximately social validation. With a lot content published every day, there may be now additionally a need to be exceptional in order to break through and stand out. Pinterest will offer new opportunities for manufacturers – linkedin might not

8

 Pinterest’s developing arsenal of ad merchandise presents an thrilling new street for manufacturers. Save the appearance advertisements allow organizations to show off more than one, buyable items within a pin, and with users increasing by 30% seeing that 2018, there are true opportunities, specially for ecommerce brands that focus on its middle user base of girls, on the platform in 2020. Linkedin has also been touted by means of a few as a new way of attaining b2c audiences, after a successful 12 months of boom for the enterprise. But in contrast to pinterest, linkedin advertisements provide unapologetically expensive fee per clicks compared to the likes of fb, instagram and twitter. It’s also evidently riddled with difficult sales messages, with many people being in promoting mode (or bragging mode) on the platform. This jarring revel in method some customers may also start to use the platform less, instead of more in 2020. We’ll be toward sports activities stars than ever before

9.2020 could be a huge year for sport, with the olympics and euro 2020 joining the listing of sporting events that bless fans every 12 months. And the sports insurance panorama is beginning to shift, with amazon getting into top of the line league, and facebook and twitter additionally entering the broadcasting area. However it’s the behind the scenes content and statement from athletes themselves that make social media  Digital Marketing Companies in Bath so exciting in the context of game. We’re now toward our wearing heroes than ever; analyzing their reaction to the sport moments after the final whistle, and getting a glimpse of the dressing room through instagram testimonies. This makes social media the correct ally whilst looking sport, which is why 93% of cellular customers elderly 18-25 use a linked device at the same time as looking television. The second screen phenomenon brings with it greater sponsorship possibilities for manufacturers.

#Digital Marketing Company in Bath

[amarketingautomation]

How to Use Archived Versions of Websites for SEO Troubleshooting

In 2001, a nonprofit named the Internet Archive launched a new tool called the Wayback Machine on the URL: archive.org.

The mission of the Internet Archive was to build a digital library of the Internet’s history, much the same way paper copies of newspapers are saved in perpetuity.

Because webpages are constantly changing, the Wayback Machine crawlers frequently visit and cache pages for the archive.

Their goal was to make this content available for future generations of researchers, historians, and scholars. But this data is just as valuable to marketers and SEO professionals.

Whenever I am working on a project that involves a steep change in traffic either for my core site or a competitors, one of the first places I will look the cached pages before and after the changes in traffic.

Even if you aren’t doing forensic analysis on a site, just having access to a site’s changelog can be a valuable tool.

You can find old content or even recall a promotion that was run in the previous year.

Troubleshooting with the Wayback Machine

Much like looking at a live website, the cached pages will have all the information available that might explain a shift in traffic.

The entire website, with all HTML included, is contained within the cache, which makes it fairly simple to identify obvious structural or technical changes.

In comparing the differences between a before and after image of my site or a competitor’s, I look for issues with:

On-page meta.

Internal linking.

Image usages.

And even any dynamic portions of the page that might have been added or removed.

Here are the steps to use the Wayback Machine for troubleshooting.

1. Put your URL into the search box of Archive.org

This does not need to be a homepage. It can be any URL on the site.

2. Choose a date where you believe the code may have changed

Note the color coding of the dates:

Red means there was an error.

Green indicates a redirect happens.

Blue means there was a good cache of the page.

You may have to continue picking dates and then digging through each version until you find something interesting worth looking at further.

For larger sites, you will find that homepages are cached multiple times per day while other sites will only be cached a few times per year

3. The cached page from archive.org will load in your browser like any website except that it will have a header from Archive.org

Look for obvious changes in structure and content that may have lead to a change in search visibility.

4. Open the source code of the page and search for:

Title

Description

Robots

Canonicals

JavaScript

5. Compare anything that is different from the current site and analyze causal or correlative relationships

No detail is too small to be investigated. Look at things like cross-links, words used on pages, and even for evidence that a site may have been hacked during a particular time period.

You should even look at the specific language in any calls to action as a change here might impact conversions even if traffic now is higher than the time of the Wayback Machine’s cache.

Robots File Troubleshooting

The Wayback Machine even retains snapshots of robots.txt files so if there was a change in crawling permissions the evidence is readily available.

This feature has been amazingly useful for me when sites seem to have dropped out of the index mysteriously with no obvious penalty, spam attack, or a presently visible issue with a robots.txt file.

To find the robots file history just drop the robots URL into the search box like this

After that choose a date and then do a diff analysis between the current robots file. There are a number of free tools online which allow for comparisons between two different sets of text.

Backlink Research

An additional less obvious use case for the Wayback Machine is to identify how competitors may have built backlinks in the past.

Using a tool like Ahrefs I have looked at the “lost” links of a website and then put them into the Wayback Machine to see how they used to link to a target website.

A natural link shouldn’t really get “lost” and this is a great way to see why the links might have disappeared.

Gray Hat Uses

Aside from these incredibly useful ways to use the Wayback Machine to troubleshoot SEO issues, there are also some seedier ways that some use this data.

For those that are building private blog networks (PBNs) for backlink purposes, the archived site is a great way to restore the content of a recently purchased expired domain.

The restored site is then filled with links to other sites in the network.

Affiliates

One other way, again from the darker side of things, that people have used this restored content is to turn it into an affiliate site for that category.

For example, if someone bought an expired domain for a bank, they would restore the content and then place CTAs all over the site to fill out a mortgage form.

The customer might think they were getting in touch with a bank. However, in reality, their contact info is being auctioned off to a variety of mortgage brokers.

Not to end on a dark note, there is one final amazing way to use the Wayback Machine and it is the one intended by the creators of the site.

This is the archive of everything on the web, and if someone was researching Amazon’s atmospheric growth over the last two decades through the progression of their website, this is where they would find an image of what Amazon’s early and every subsequent homepage looked like.

Shady use cases aside, the Wayback Machine is one of the best free tools you can have in your digital marketing arsenal. There is simply no other tool that has 18 years of history of nearly every website in the world.

More Resources:

Image Credits

All screenshots taken by author, May 2019

Source link

from Marketing Automation and Digital Marketing Blog http://amarketingautomation.com/how-to-use-archived-versions-of-websites-for-seo-troubleshooting/

[tainghekhongdaycomvn]

Paint by Numbers: Using Data to Produce Great Content

Paint by Numbers: Using Data to Produce Great Content

Posted by rjonesx.

It's not every day that I write about content. To be honest, it's probably a once-a-year kind of thing. I will readily admit that I'm a "links are king" kind of SEO, and have been since starting in this industry more than a decade ago. However, I do look over the fence from time to time to see if the grass is greener and, on occasion, I actually like what I see. Prior to joining Moz, I was a consultant at an agency like many of you reading this blog post. More often than not, one of the key concerns of my clients was what to write about. It seems that webmasters and business owners alike can easily acquire writer's block after trudging through the uninspiring task of turning a list of keywords into website copy. So where do you look when you have run out of words

Numbers.

Alright, stick with me here. I imagine for some of you the idea of poring over numbers to remedy writer's block would be like trying to stop a headache with a brick. It's adding insult to injury. What I hope to show you in the next couple of paragraphs is how data can be an incredible source of inspiration in writing, especially if you can hit a few key principles: expose, relate, surprise, and share.

Expose

Chances are your business or website generates some amount of unique, first party data that you can expose to the world. It might be from analytics, your rank tracker like Moz, or from raw user data if you operate a forum. I'll give you examples of how you might tap into these resources (especially when they don't seem obvious or plenteous) but let's start with a canonical example of one great use of first-party data in an industry that seems directly at odds with — dating.

The thought of quantifying and analyzing our love lives seems like an oxymoron of sorts. However, one of the most successful uses of data for content has been produced by the team at OK Cupid, whose "data"-tagged blog posts have earned thousands of solid backlinks and enviable traffic. The team at OK Cupid accomplishes this by tapping their huge resource for unique data, generated by their user base. Let's look at one quick example: Congrats Graduates: No One Gives a Sh*t.

The blog post is fairly straightforward (and not particularly long) but it used unique data that isn't really available to the average person. Because OK Cupid is in a privileged position, they can provide this kind of insight to their audience at large.

But maybe you don't have a million customers with profiles on your site; where can you look for first party data? Well, here are a couple of ideas of the types of data your company or organization might have which can easily be turned into interesting content:

Google Analytics, Search Console data and Adwords data: Do you see trends around holidays that are interesting? Perhaps you notice that more people search for certain keywords at certain times. This could be even more interesting if there's a local holiday (like a festival or event) that makes your data unique from the rest of the country.

Sales data: When do your sales go up or down? Do they coincide with events? Or do they happen to coincide with completely different types of keywords? Try using Google Correlate, which will identify keywords that follow the same patterns as your data.

Survey data: Use your sales or lead history to run surveys and generate insightful content.

A clothing store could compare responses to questions about personality by the colors of clothing that people purchase (Potential headline: Is It True What They Say About Red?)

A car parts store could compare the size of certain accessories to favorite sports (Potential headline: Big Trucks and Big Hits)

An insurance provider could compare the type of insurance requested vs. the level of education (Potential headline: What Smart People Do Differently with Insurance)

There are probably tons more sources of unique, first-party data that you or your business have generated over the years which can be turned into great content. If you dig through the data long enough, you'll hit pay dirt.

Relate

Data is foreign. It's a language almost no one speaks in their day-to-day conversations, a notation meant for machines. This consideration requires that we make data immediately relatable to our readers. We shouldn't just ask "What does the data say?", but instead "What does the data say to me?" How we make data relatable is simple — organize your data by how people identify themselves. This can be geographic, economic, biological, social, or cultural distinctions with which we regularly categorize ourselves.

Many of the best examples of this kind of strategy involve geography (perhaps because everyone lives somewhere, and it's pretty non-controversial to make generic claims about one location or another). Take a look at a map of your country and try not to look first towards where you live. I'm a North Carolinian, and I almost immediately find myself interested in anything that compares my state to others.

So maybe you aren't OK Cupid with millions of users and you can't find unique data to share — don't worry, there's still hope. The example below is a rather ingenious method of using Google Adwords data to build a geographical story that's relatable to any potential customer in the United States. The webmasters at Opulent used state-level Keyword Planner to visualize popularity across the country in a piece they call the "State of Style."

When I found this on Reddit's DataIsBeautiful (where most of these examples come from), I immediately checked to see what performed best in North Carolina. I honestly couldn't care less about popular fashion or jewelry brands, but my interest in North Carolina eclipsed that lack of interest. Geography-based data visualization has produced successful content related to in sports, politics, beer, and even knitting.

If you walk away with any practical ideas from this post, I think this example has got to be it. Fire up an Adwords campaign and find out how consumer demand breaks down in your industry at a state-by-state level. Are you a marketer and want to attract clients in a particular sector? Here's your chance to write a whitepaper on national demand. If you're a local business, you can target Google Keyword Planner to your city and compare it to other cities around the country.

Surprise

Perhaps the greatest opportunity with data-focused content is the chance to truly surprise your reader. There's something exciting about learning an interesting fact (who hasn't seen one of these lying around and didn't pick it up?). So, how do you make your data "pop?" How do you make numbers fascinating?

Perspective.

Let's start with a simple statistic:

The cost of ending polio between 2013 and 2018 is $5.5 Billion Dollars.

How does that number feel to you? Does it feel big or little? Is it interesting on its own? Probably not, let's try and spice it up a bit.

$5.5 billion dollars doesn't seem that much when you realize people spend that amount on iPhones every 2 weeks. We could rid the world of polio for that much! Or, what if we present it like this...

In this light, it seems almost insane to spend that much money preventing just a couple more polio cases relative to the huge gains we could make on malaria. Of course, the statistics don't tell the full story. Polio is in the end-stages of eradication where the cost-per-case is much higher, and as malaria is attacked, it too will see cost-per-case increase. But the point remains the same: by giving the polio numbers some sort of context, some sort of forced perspective, we make the data far more intriguing and appealing.

So how would this work with content for your own site? Let's look at an example from BestPlay.co, which wrote a piece on Board Games are Getting Worse. Board games aren't a data-centric industry, but that doesn't keep them from producing awesome content with data. Here's a generic graph they provide in the piece which shows off average board game ratings.

There really isn't much to see here. There's nothing intrinsically shocking about the data as we look at it. So how do they add perspective to make their point and give the user intrigue? Simple — apply a historical perspective.

With this historical perspective, we can see board game scores getting better and better up until 2012, when they began to take a dive — the first multi-year dive in their recorded history. To draw users in, you use comparison to provide surprising perspectives.

Share

This final method is the one that I think is most overlooked. Once you've created your fancy piece of content, let your audience do some leg work for you by releasing the data set. There's an entire community of the Internet just looking for great data sets which could take advantage of your data and cite your content in their own publications. You can find everything from All of Donald Trump's Tweets to Everything Lost at TSA to Hand-drawn Pictures of Pineapples. While there is a good chance your data set won't ever be used, it can pick up a couple of extra links in the event that it does.

Putting it all together

What happens when a webmaster combines these types of methods — exposing unique data, making it relatable and surprising, even for a topic that seems averse to data? You get something like this: Jeans vs. Leggings.

This piece played the geography card for relatability:

They compared user interest in jeans to give perspective to the growth of demand for leggings:

Slice.com reveals their first-party data to make interesting, data-driven content that ultimately scores them links from sites like In Style Magazine, Shape.com, and the NY Post. Looking at fashion through the lens of data meant great traffic and great shares.

How do I get started?

Get down and dirty with the data. Don't wait until you end up with a nice report in your hand, but start slicing and dicing things looking for interesting patterns or results. You can start with the data you already have: Google Analytics, Google Search Console, Google Adwords, and, if you're a Moz customer, even your rank tracking data or keyword research data. If none of these avenues work, dig through the amazing data resources found on Reddit or WebHose. Look for a story in the numbers by relating the data to your audience and making comparisons to provide perspective. It isn't a foolproof formula, but it is pretty close. The right slice of data will cut straight through writer's block.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

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[krestmarketinggroup-blog]

Paint by Numbers: Using Data to Produce Great Content

Posted by  rjonesx.   It’s not every day that I write about content. To be honest, it’s probably a once-a-year kind of thing. I will readily admit that I’m a “links are king” kind of SEO, and have been since starting in this industry more than a decade ago. However, I do look over the fence from time to time to see if the grass is greener and, on occasion, I actually like what I see. Prior to joining Moz, I was a consultant at an agency like many of you reading this blog post. More often than not, one of the key concerns of my clients was what to write about. It seems that webmasters and business owners alike can easily acquire writer’s block after trudging through the uninspiring task of turning a list of keywords into website copy. So where do you look when you have run out of words

  Numbers.

  Alright, stick with me here. I imagine for some of you the idea of poring over numbers to remedy writer’s block would be like trying to stop a headache with a brick. It’s adding insult to injury. What I hope to show you in the next couple of paragraphs is how data can be an incredible source of inspiration in writing, especially if you can hit a few key principles: expose, relate, surprise, and share.

  Expose  Chances are your business or website generates some amount of unique, first party data that you can expose to the world. It might be from analytics, your rank tracker like Moz, or from raw user data if you operate a forum. I’ll give you examples of how you might tap into these resources (especially when they don’t seem obvious or plenteous) but let’s start with a canonical example of one great use of first-party data in an industry that seems directly at odds with — dating.

  The thought of quantifying and analyzing our love lives seems like an oxymoron of sorts. However, one of the most successful uses of data for content has been produced by the team at OK Cupid, whose  “data”-tagged blog posts  have earned thousands of solid backlinks and enviable traffic. The team at  OK Cupid  accomplishes this by tapping their huge resource for unique data, generated by their user base. Let’s look at one quick example:  Congrats Graduates: No One Gives a Sh*t .

     The blog post is fairly straightforward (and not particularly long) but it used  unique  data that isn’t really available to the average person. Because OK Cupid is in a privileged position, they can provide this kind of insight to their audience at large.

  But maybe you don’t have a million customers with profiles on your site; where can you look for first party data? Well, here are a couple of ideas of the types of data your company or organization might have which can easily be turned into interesting content:

     Google Analytics, Search Console data and Adwords data:  Do you see trends around holidays that are interesting? Perhaps you notice that more people search for certain keywords at certain times. This could be even more interesting if there’s a local holiday (like a festival or event) that makes your data unique from the rest of the country. 

  Sales data:  When do your sales go up or down? Do they coincide with events? Or do they happen to coincide with completely different types of keywords? Try using  Google Correlate , which will identify keywords that follow the same patterns as your data.  

  Survey data:  Use your sales or lead history to run surveys and generate insightful content.

   A clothing store could compare responses to questions about personality by the colors of clothing that people purchase (Potential headline: Is It True What They Say About Red?) 

 A car parts store could compare the size of certain accessories to favorite sports (Potential headline: Big Trucks and Big Hits) 

 An insurance provider could compare the type of insurance requested vs. the level of education (Potential headline: What Smart People Do Differently with Insurance) 

    There are probably tons more sources of unique, first-party data that you or your business have generated over the years which can be turned into great content. If you dig through the data long enough, you’ll hit pay dirt.

  Relate  Data is foreign. It’s a language almost no one speaks in their day-to-day conversations, a notation meant for machines. This consideration requires that we make data immediately relatable to our readers. We shouldn’t just ask “What does the data say?”, but instead “What does the data say to me?” How we make data relatable is simple — organize your data by how people identify themselves. This can be geographic, economic, biological, social, or cultural distinctions with which we regularly categorize ourselves.

  Many of the best examples of this kind of strategy involve geography (perhaps because everyone lives somewhere, and it’s pretty non-controversial to make generic claims about one location or another). Take a look at a map of your country and try not to look first towards where you live. I’m a North Carolinian, and I almost immediately find myself interested in anything that compares my state to others.

  So maybe you aren’t OK Cupid with millions of users and you can’t find unique data to share — don’t worry, there’s still hope. The example below is a rather ingenious method of using  Google Adwords  data to build a geographical story that’s relatable to any potential customer in the United States. The webmasters at  Opulent  used state-level Keyword Planner to visualize popularity across the country in a piece they call the “ State of Style. “   

  When I found this on Reddit’s  DataIsBeautiful  (where most of these examples come from), I immediately checked to see what performed best in North Carolina. I honestly couldn’t care less about popular fashion or jewelry brands, but my interest in North Carolina eclipsed that lack of interest. Geography-based data visualization has produced successful content related to in  sports ,  politics ,  beer , and even  knitting .

  If you walk away with any practical ideas from this post, I think this example has got to be it. Fire up an Adwords campaign and find out how consumer demand breaks down in your industry at a state-by-state level. Are you a marketer and want to attract clients in a particular sector? Here’s your chance to write a whitepaper on national demand. If you’re a local business, you can target Google Keyword Planner to your city and compare it to other cities around the country.

  Surprise  Perhaps the greatest opportunity with data-focused content is the chance to truly surprise your reader. There’s something exciting about learning an interesting fact ( who hasn’t seen one of these lying around and didn’t pick it up? ). So, how do you make your data “pop?” How do you make numbers fascinating?   Perspective.

  Let’s start with a simple statistic:

  The cost of ending polio between 2013 and 2018 is

  $5.5 Billion Dollars .

  How does that number feel to you? Does it feel big or little? Is it interesting on its own? Probably not, let’s try and spice it up a bit.

     $5.5 billion dollars doesn’t seem that much when you realize people spend that amount on iPhones every 2 weeks. We could rid the world of polio for that much! Or, what if we present it like this...

     In this light, it seems almost insane to spend that much money preventing just a couple more polio cases relative to the huge gains we could make on malaria. Of course, the statistics don’t tell the full story. Polio is in the end-stages of eradication where the cost-per-case is much higher, and as malaria is attacked, it too will see cost-per-case increase. But the point remains the same: by giving the polio numbers some sort of context, some sort of forced perspective, we make the data far more intriguing and appealing.

  So how would this work with content for your own site? Let’s look at an example from  BestPlay.co , which wrote a piece on  Board Games are Getting Worse . Board games aren’t a data-centric industry, but that doesn’t keep them from producing awesome content with data. Here’s a generic graph they provide in the piece which shows off average board game ratings.

     There really isn’t much to see here. There’s nothing intrinsically shocking about the data as we look at it. So how do they add perspective to make their point and give the user intrigue? Simple — apply a historical perspective.

     With this historical perspective, we can see board game scores getting better and better up until 2012, when they began to take a dive — the first multi-year dive in their recorded history. To draw users in, you use comparison to provide surprising perspectives.

  Share  This final method is the one that I think is most overlooked. Once you’ve created your fancy piece of content, let your audience do some leg work for you by releasing the data set. There’s an entire community of the Internet  just looking for great data sets  which could take advantage of your data and cite your content in their own publications. You can find everything from  All of Donald Trump’s Tweets  to  Everything Lost at TSA  to  Hand-drawn Pictures of Pineapples . While there is a good chance your data set won’t ever be used, it can pick up a couple of extra links in the event that it does.

  Putting it all together  What happens when a webmaster combines these types of methods — exposing unique data, making it relatable and surprising, even for a topic that seems averse to data? You get something like this:  Jeans vs. Leggings. 

  This piece played the geography card for relatability:

     They compared user interest in jeans to give perspective to the growth of demand for leggings:

      Slice.com  reveals their first-party data to make interesting, data-driven content that ultimately scores them links from sites like In Style Magazine, Shape.com, and the NY Post. Looking at fashion through the lens of data meant great traffic and great shares.

  How do I get started?  Get down and dirty with the data. Don’t wait until you end up with a nice report in your hand, but start slicing and dicing things looking for interesting patterns or results. You can start with the data you already have:  Google Analytics ,  Google Search Console ,  Google Adwords , and, if you’re a Moz customer, even your  rank tracking data  or  keyword research data . If none of these avenues work, dig through the amazing data resources found on  Reddit  or  WebHose . Look for a story in the numbers by relating the data to your audience and making comparisons to provide perspective. It isn’t a foolproof formula, but it is pretty close. The right slice of data will cut straight through writer’s block.

    Sign up for The Moz Top 10 , a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

http://bit.ly/2sSazcr

#lagunabeachseo #articlewriting #linkbuilding #digitalmarketing #smallbusinessmarketing #seo #contentwriting #newportbeachseo #socialmediamarketing #huntingtonbeachseo

#lagunabeachseo #articlewriting #linkbuilding #digitalmarketing #smallbusinessmarketing #seo #contentwriting #newportbeachseo #socialmediamarketing #huntingtonbeachseo

[muneer120626]

Assignment 2

ID: s120626

Date: May 31, 2020

Number of words: 1446

Course name: Issues in Mass Communication.

Course code: MASS2620

·  Introduction:

In this course, we learned about a lot of things related to media and issues in mass communication. In the starting of this course .The model materials talked about critical thinking, how to understand the media, what we are able to know what is behind news and information in the media,  what are the roles that the media play in education, health, lifestyle and their ability to alter values and help the society .In addition, in this course we understood media topics, developed media literacy skills and thinking critically and In this assignment, I will summarize and analyze all my submitted materials that I post it on Tumbler. Besides, I will write a critical document by collecting all the topics that I post on Tumbler and course materials together.

 ·   Submitted material:

Disinformation:

Is one of the challenges we face nowadays on media and with the rapid technological development .In addition, Disinformation is false information deliberately and often covertly spread in order to influence public opinion or obscure the truth. It has different goals like achieving government aims, some promoters use it to attract customers and some of people use it for financial incentives. Disinformation is one of the challenges we face nowadays on media and with the rapid technological development.

cognitive strategies:

Media use different strategies and ways to get people to pay attention to his message or goal, understanding small data in today’s world means understanding the verbal and non-verbal communications that are taking place in media.Also to achieve the disinformation goals, by using psychological aspects to manipulate the people and control their actions. For example, using experts or celebrities to talk about products knowing that people will believe them.

 Communication used in Cold War, World War I, World War II, The American coalition invasion of Iraq:

The media played an important role in communications during the war. it helped them achieve their goals through it as Influence public opinion, Communication among soldiers sending important alerts, the impact of propaganda . it was People start communication in the First war by carrier pigeons, dogs, newspaper, cartoons and illustration, telephone and telegraph. Then, they started using the radio, cinema, mail and posters in the Second war. Technologies started appearing in the Cold war, people started using the computer, television (black and white) and the propaganda in cinema. Finally, in the American coalition invasion of Iraq people started phone, video conferencing, photography, newspaper and television.

 How Media present Race, Gender (men, women,3rd), class:

According to the differences between people and most of them use the internet platforms with different cultures some problems appeared which present or trying to present things in wrong. In addition , media classified some individuals and minorities such as linking Arabs to terrorism. For the class, as we see in movies and ads that show and focus on high class, rich celebrities with their luxury products.

Selfie and narcissism :

Narcissism affects the posting behavior of selfies it seems to attract people's attention and admiration by using it because they think they are physically attractive. For people to obtain social acceptance, they change their behaviors and create a personality other than his reality. Selfie and fame-online is being fake more and more, just to get acceptance.

 Hate speech in media content:

Hate speech spread so much in the last period. It happens when attack someone or group or calls for violence against them or bothering them by comments, memes, groups or using words likely to excite hostility or bring into contempt any groups. For example, when someone publishes his picture, we will see hate speech about his appearance in the comments also, An example of that, what's happening now in the world about coronavirus everyone's avoiding chinese people.

The role of media in health education:

The media plays an important role in educating people and informing them of the events and changes that are happening in the world. In the current crisis in Corona, the media play a big role in providing people with accurate information about health .In addition , at a time of epidemics, the media creates videos and images that educate people about prevention. It also organizes interviews with experts and doctors, refutes rumors, teaches people about the disease, and shapes their behavior.

  Comics in media:

Visual designs such as illustration or comics are used for multiple purposes, including the delivery of information easily and simply, which helps the general public even children to understand the message or information .In the field of health information, educational comics may have several purposes, including raising awareness of disease symptoms, assisting with decision‐making, promoting self‐management of chronic conditions, or increasing understanding and acceptance of a condition.

The citizens have the right to know everything through media:

Citizens have the right to know the things that concern them and their specialty and inform them of all developments and events that are happening around them, but the media laws and policies limit it and it is difficult to have everything transparent in the media and maybe the media hides some things for the benefit of the citizens and to avoid chaos in the country.

Media ethics challenges:

The media ethics face a lot of challenges especially in crisis times. for example saying the truth, being fair and accurate, bias, hate speech, disinformation and misinformation.

  ·  Analysis:

Most topics are linking with one another in some kind of way, and all topics linked to critical thinking in the first place and , we started our course with critical thinking, which helped us to learn how develop our skills in interpreting, analyzing, reasoning, evaluating and all these, we need it as university students , and all issues that we studied in this course need critical thinking.

The media contributes directly and indirectly to shaping society, either by shaping negative behaviors and beliefs, or positive behaviors such as giving the community different health habits.

It affects negatively as we saw above in terms of disinformation by using cognitive strategies and persuasion techniques like association, bribery, fear, humor, beautiful people, celebrities, experts, explicit, intensity, and name-calling through exploit people's emotions and psychology .Understanding the media can help us learn how to deal with Disinformation and misinformation through media and information literacy, so we know when these techniques used and why.

(Communication in wars/ Disinformation/ Cognitive strategies): There is a relation between disinformation and cognitive strategies. Sometime, people use cognitive strategies to mislead the information or the truth. For example, the creators of fake news use cognitive strategies in creating the misleading information and news to be appealing and attention grabbing.)  In wars, they used media to spread disinformation in the enemy country to weaken the morale of the people and dismantling the armies. Besides, they used cognitive to effect on citizens emotions to control the situation during wars.

(disinformation /communication): used through the ages and cognitive strategies. The more communication develops, the more disinformation will spread, the more cognitive strategies will use due to the features of communication.

(narcissism / hate speech): The word bias refers to showing unjustified favoritism toward something or someone. People tend to be one-sided in their perspectives like narcissism, which is a personality trait that is marked by grandiosity and an overly positive self-view, and this can lead to poor decision making and increase the level of hate speech, this appears more with fame online because of easy to use and reach the platforms by all age.

(Cartoon / Health education): There is a great correlation between them because they play the role of awareness and guidance to spread awareness among people about the virus and the current situation that the world suffers from .Comics re becoming increasingly popular as a tool for science education and communication. It is intended to convey information easily because of having attractiveness and emotional attachment, it can explain complex issues, and easy to remember.

(Media challenges/ Two hypothesis): The media ethics challenge emerged because of some issues that are relating to media. For example, the media ethics challenge of public trust and interest it linked with the topic of (citizens have the right to have a clear and transparent media or not). Sometime, media hide the truth from the citizens to avoid making them worried and terrified.

 ·  Conclusion:

I benefited a lot from this course and I learned new media issues, which added to me new experience in analyzing them and knowing hidden information that the media student should notice. Also, I have developed my writing skills, observing, checking and expressing opinion on different media issues.  In addition, This assignment made me be able to analytically look at and talk about contemporary media issues.

#Mass2620_20 SQUPR

[aguirrepihl78-blog]

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[easilymakermoney]

Digital Advertising Interviewing — A Tried & True Course of For Success

Excellence in digital advertising is not non-obligatory for many companies and organizations – digital platforms are evolving at a breakneck tempo, usurping roles traditionally performed by conventional channels and permeating throughout each facet of the advertising combine.

That makes hiring high-quality digital entrepreneurs one of the crucial necessary issues for an company or group to do properly. Sadly, the identical issues which might be driving demand for digital advertising (a number of of which I discussed above) pose the best impediment for hiring digital advertising expertise – in any case, how does one rent if for a task that’s in a state of perpetual evolution? How will we craft a job description that’s extra seemingly than to not be out of date inside the yr? What questions ought to we ask to search out out if the one who appears to be like good on paper is up for the problem?

This can be a subject to which I’ve given a considerable quantity of thought and devoted many a whole lot of hours to over the previous few years. And a whole lot of interviews later, right here’s what I’ve discovered to work greatest.

The everyday interview (not less than, in my expertise) focuses on three “buckets” of questions, requested in a Q&A format with restricted dialogue or back-and-forth:  

(1) Objectives & motivational questions (“Why do you need to work right here?” “The place do you see your self in X years?” “What makes this firm completely different than our competitors?”)

(2) Onerous skillset & expertise questions (“Inform me a few time while you did X”, “How does Google decide which advert is proven in response to a search question?”, “What FB marketing campaign aim would you employ to perform X aim?”, “How would you construction programmatic show advert buys to transform prospects into prospects for X product”)

(three) Gentle expertise questions (“How would you deal with X scenario?”, “Inform me a few time you overcame a problem”, “What mistake have you ever made not less than twice?”, “How would you deal with a scenario in you had been requested to do one thing that made you uncomfortable?”)

And within the overwhelming majority of interviews, the questions from (2) are the point of interest of the interview and are weighted most closely by the interviewer, largely on account of the truth that these questions have traditionally tended to supply the best perception into whether or not or not the interviewee will have the ability to fulfill the roles and tasks of the place.

What Works For Conventional Interviews Doesn’t All the time Work For Digital Interviews

Right here’s the issue we’ve discovered with this method relating to hiring digital advertising expertise: when platforms, methods, and techniques are evolving this quickly, the identical technical course of that produces good outcomes at this time may produce large failures tomorrow, just by advantage of platforms, methods & techniques altering. That’s all made extra sophisticated by the inherent “luck” concerned in any profitable digital advertising marketing campaign (although few of us will admit it, as “luck” isn’t one thing that we’re comfy accepting – and that’s one other subject for an additional time).

The top results of this realization is that we’ve shifted our method in interviews to focus closely on course of as an alternative of outcomes. Which means we’re considerably much less previously outcomes achieved in a particular situation and extra within the method that led to these outcomes, from a technical standpoint, a strategic standpoint, and a private standpoint.

What does this imply for our interview extra typically? Effectively, it means a VERY completely different kind of interview format with a big quantity of back-and-forth, in addition to dramatically completely different interview questions which might be closely weighted towards gentle expertise, important pondering & course of as an alternative of conventional questions that assess onerous expertise and previous outcomes.

Under are a few of the query varieties, together with particular examples, we’ve discovered to be most useful in figuring out exceptionally proficient digital entrepreneurs so as to add to our group:

Case Questions

These questions are usually “mini-scenarios” the place the interviewee is given some baseline data, then requested to inform us how s/he would method the scenario. These questions do not have a “proper” reply – the aim is to achieve perception into the interviewee’s thought course of, in addition to observe how s/he handles ambiguous conditions.

If throughout these questions, an interviewee asks for added data, we frequently ask why that data is critical, then select whether or not or to not present it (and we don’t fear about having this data ready forward of time; we invent a believable reply on the spot since there isn’t a proper reply to those questions). In reality, we’ve usually discovered that we study extra concerning the candidate’s course of by asking why s/he would love the extra data than we do from “reply” we’re given after we’ve supplied that data.  

The fantastic thing about these questions is threefold: (1) they’re deceptively complicated, (2) they’re platform, technique and tactic agnostic and (three) they’re lifelike (i.e. there are many shoppers/potential shoppers who will ask related questions in conferences, calls, and many others.). As an interviewer, be happy to ask questions throughout the response – whether or not that be to query why the interviewee chosen a specific method, push again on a technique/platform, or ask why the interviewee didn’t use an alternate methodology/method. Executed properly, these questions ought to immediate a dialogue that gives perception into how the interviewee thinks on his/her ft and the way s/he approaches difficult conditions.

Under are a number of examples of case questions– be happy to regulate them to your trade, challenges, preferences, and many others.

Think about now we have a shopper that’s introducing their product to X nation/market. This can be a revolutionary product that the inhabitants has by no means heard of earlier than however does fill an unmet want among the many individuals. The inhabitants of the nation/market is X, and our shopper wish to obtain 10% market share in 2 years. How giant of a funds would you suggest, how would you spend it, and why? Now we have a shopper that’s experiencing a decline in gross sales of their flagship widget product. How would you go about correcting this problem? What number of X are situated in/may slot in Y? (i.e. what number of cows are there in Texas, what number of ping pong balls may slot in a 737, what number of potatoes are used at McDonald’s)

Puzzle/Logical Questions

Nice digital entrepreneurs are usually sturdy analytical & logical thinkers – which makes an excessive amount of sense when one considers the *varieties* of issues they’re requested to resolve: the optimum solution to construction accounts/campaigns; how you can analyze methodically completely different bits of information to derive “massive image” conclusions concerning the efficacy of a specific technique, platform or tactic; what the logical connection is between a two items of information (did one trigger the opposite? Is one merely correlated to the opposite? Does a connection even exist?), and many others.

We’ve discovered that nice digital entrepreneurs are usually people who exhibit a mix of creativity, problem-solving capacity, and psychological agility – and these questions are designed to check these expertise. Not like the case/situation questions above, these questions DO have an accurate reply (generally multiple) – although our focus tends to be targeting assessing the thought course of fairly than the ultimate reply. Some examples of these kinds of questions are beneath:

Given a 7-minute hourglass and an 11-minute hourglass, how do I boil an egg in precisely 15 minutes? Think about I’ve three incorrectly labeled containers. One accommodates solely oranges, one accommodates solely apples and one accommodates apples and oranges. You aren’t allowed to look inside any of the containers, however you’re allowed to request a pattern from any field. What number of samples do it’s good to label every field accurately? There are 5 baggage of cash. Considered one of them is filled with faux cash, and the opposite 4 are stuffed with actual cash. The one distinction between a faux coin and an actual coin is the burden — an actual coin weighs precisely 1 gram; a faux coin weighs precisely 1.1 grams. You’ve got a superbly correct digital scale that you may solely use solely as soon as. How do you identify which bag is faux?

“Clarify it to Me” Questions

Whereas it’s fantastic to search out candidates who exhibit problem-solving acumen & technical wizardry, these expertise alone don’t make an important digital marketer. Most digital methods, platforms, and techniques are usually comparatively complicated, which is why shoppers rent an skilled digital company within the first place. Nevertheless, that doesn’t imply that the shopper needs hyper-technical, sophisticated communication from their associate – in actual fact, the shopper often needs the precise reverse: easy, easy, easy-to-understand explanations that permit them to grasp what’s taking place with out getting misplaced within the technical stuff.

Coincidentally, people who’ve an in-depth understanding of a fancy subject usually have the flexibility to distill that into easy, easy-to-understand language – so these kinds of questions can serve a twofold goal: (1) they permit the interviewer to get a greater sense of whether or not or not the interviewee actually understands a given subject and/or (2) they take a look at the interviewee’s capacity to simplify an extremely complicated subject beneath stress. Listed here are a number of examples of these kinds of questions:

How do you clarify a TV to somebody who hasn’t seen or used one earlier than? Let’s assume I’m eight years outdated & in 2nd grade. Now, please clarify to me what you do and why you’re good at it. Fake I’m a small youngster. Clarify to me how search engines like google and yahoo (or social media networks) work.

As with a few of the questions above, these are deceptively complicated – and the problem solely will get larger in the event you (the interviewer) decides to ask questions throughout the response. These questions ought to be evaluated based mostly on how successfully the candidate was in a position to clarify the sophisticated object into easy, easy-to-understand language beneath stress. Once more, the aim of those questions is to not get an ideal reply, however fairly to see if the candidate is ready to articulate a solution that’s correct, demonstrates an in-depth understanding of the article in query and which stands as much as affordable scrutiny/questioning.

Character/Behavioral Questions

Constructing an important group is each bit as necessary as hiring good particular person expertise, which is why these “outdated normal” questions are nonetheless related. These questions are included in each interview and are designed to assist the interviewer perceive how a candidate thinks, handles stress and interacts with others.

How would others describe you in three phrases? Inform me a few mission/marketing campaign/initiative by which you had been concerned that resulted in failure. Would you fairly play chess or poker? Why? Would you fairly be good & late OR good & on-time? What’s the distinction between a dialog & an argument? Nobody is ideal – everybody makes errors. Inform me a few time while you want you had dealt with a scenario with a coworker higher/in another way. When is the final time you made a mistake? What three issues would you want me to neglect about you?

Finally, there isn’t a “magic” to those questions – merely asking them isn’t a cure-all to hiring nice digital advertising expertise. These questions are merely a software that helps us perceive how candidates assume, which in flip permits us to find out the optimum candidate to rent for a digital advertising place.

On the finish of the day, we’re searching for exceptionally shiny individuals who perceive how you can assume holistically, logically & strategically about complicated issues, how you can talk these ideas merely, and how you can work towards implementing their options collaboratively. These questions simply assist us get a greater thought if a given candidate suits that invoice.

– –

In case you’re enthusiastic about a profession in digital advertising then be sure you try the PPC Hero Job Board and the Digital Advertising Strategist position at Warschawski.

from Easily Maker Money https://easilymakermoney.com/2019/03/26/digital-advertising-interviewing-a-tried-true-course-of-for-success/

[jbreinlinger]

The Wheat from the Chaff

If you’ve read any of my blog posts before, you may know that I hate the traditional 5-star feedback systems. I think they are missing so much opportunity and often present a false signal of quality.

I was chatting with the founder of interviewing.io recently and was pleasantly surprised that they are taking a big step forward in a feedback system that’s really designed to separate the proverbial wheat from the chaff.

It made me realize that we’ve all been making a big mistake with feedback systems.  In most marketplaces, we’ve been operating in a one size fits all mode.  Everyone from eBay to Uber to Upwork to Amazon uses a 5-star feedback system on competed transactions to accomplish two very distinct goals.  

Marketplaces have been misusing  the 5 stars to poorly accomplish both of these goals.  

Goal 1) prevent bad transactions from happening in the future.  (Expel bad)

Goal 2) identify the highest quality good or service.  (Retain & Optimize great)

The standard 5-star system has unwittingly accomplished the first goal of preventing bad transactions, although you really only need a 2 or 3 point scale to accomplish the same thing.  However, due to a variety of reasons —> the 5-star system does a terrible job at identifying the highest quality good or service.  I believe it’s naive to think that the same approach can both identify the worst and the best in a marketplace.  Note that for some marketplaces the goal may be only to prevent bad transactions (Uber / Lyft) while in some other marketplaces (Farfetch / Toptal), the goal should really just be about identifying the best.  Depends if you’re a commodity or master marketplace.

I’d like to use this post to explore how to do a better job of identifying the best.  Let’s proceed.

Why don’t 5 star feedback systems work to identify the best services or goods?

I’ve blogged about this topic, see here.   There are multiple issues:

There is massive grade inflation - I adequate.

There is an apathy problem - I don’t care to take the energy to rate a middling service.   

I want reciprocity - if I rate something 3 stars, will I be punished by the other user?

I have misaligned incentives - do I really care about the future users of a marketplace or do I mostly care about myself?

The result of all these things is that you end up with tons of “5-star” rated users or products and can’t tell the difference between them.   

I’m not going in depth on this one since you can read all about it here.  

Let’s talk about what elements could truly improve the ability of feedback systems to identify the best?

To Chess:

ELO ratings have been around since about 1960 and do a remarkably good and accurate force ranking of worldwide chess players.  (My ELO ranking on chess master pro is a wimpy 1150 - a bright beginner).  There are millions of chess players in the world, and I believe the vast majority of serious players know their ELO ranking and also know exactly what it means to be 1000, 1500, or 2000.  It’s also remarkably accurate and a very good predictor of the outcome of a match. 

As a thought experiment, could we rank all of the CEOs in the world in the same way? Could we rank all of the sales people in the same way? The answer is probably not - but there’s still a lot to be learned.  ELO ratings work so well because chess is purely a game of skill (no chance or external factors involved) and every game is a pairwise competition involving 2 and only 2 players.  So we’ll never get to be as clean and accurate as chess, but shouldn’t we try? How valuable would it be if we knew a forced ranking of every software developer in the world? We don’t even need to be that accurate. If we could merely separate the top quartile, we would have ridiculously valuable data for recruiting and hiring.  We actually invested in a company that was using pairwise (1 vs 1) competition style rankings of people to generate this exact data.  It didn’t work out for external factors, but I still believe the data would have been highly accurate and incredibly valuable.  

The lesson we should take from ELO ratings is really the same lesson all of us learned in  college.  People should be graded on a curve.  In marketplace 5-star lingo, someone who gets 4.8 stars might actually be 10 times better than a 4.7 person.  Or they might be the same.  Just need to graph out the distribution curve of feedback and grade people according to a standard deviation.  In ELO rankings, this happens naturally by bumping people up or down the scale based in their wins or losses versus other users.  This can be accomplished easily in a marketplace if the same user has ranked 10 different things.  

And now, off to Dribbble:

Who’s the best graphic designer in the world? It’s a very tough question to answer, but Dribbble provides some answers.  You can go to their site and sort descending by number of likes.   Pretty damn good designers at the top.  This user-generated data based on likes (and not on feedback) is way more meaningful to separate the wheat from the chaff.    

And to Google:

Google is truly the innovator here.  SEO should serve as a very informative field since Google does a pretty good job of picking the top 1-10 webpages out of 30 trillion options for every search query.   To oversimplify everything, Google started with the observation that website links were a great indicator of authority and importance.  Over the past 20 years, they’ve added another 150+ behavioral factors to assess importance and relevance of any webpage to any search query.  One of the great (and scary) parts of this whole Internet thing is that we can track and analyze pretty much everything that everyone does online.  So, we know if people spend 5 seconds or 5 minutes looking at a profile.  Or if they hit like at a 20% rate or a 2% rate.   I believe that behavioral data — data about time on page, click-thru %, % like rate, etc will be one of the more meaningful opportunities to identify the best in any network of lots of people or goods.    

Marketplaces are WAY behind - most have a single search relevance function based on some sort of keyword and a simple feedback score sort option.   Over time, marketplaces will develop more advanced algorithms that incorporate more behavioral data - things like job approval rate %, message response time, on-time delivery %, etc.  

Who’s the best chef in the world?

Easy.  Just look at the 180 or so 3-star Michelin chefs.  It’s probably one of those. Why doesn’t a similar ranking system exist for VCs, founders, sales reps, software developers, or admin assistants.  Well, for one - the Michelin guide is a unique and amazing institution.  Two -  nobody has really tried.  Could you survey and ask 10,000 people who is the best VC you’ve ever worked with directly? What would the results be? Would they be correlated with the VC performance?  I started a habit several years ago that has been very helpful in my career.  After most meetings, if there’s a good connection, the 2 parties ask, “how can I help?”  I’ve tried several different asks  but my favorite is to simply ask for, “please introduce me to the best entrepreneur you know.”  Interestingly enough, most people have no problem identifying who that is and I get some fabulous intros this way.  However, if I asked for, please introduce me to all the 5-star entrepreneurs you know, I think the results would be very different and I’d be left with all the filtering on my plate.  I strongly believe that humans are exceptionally good at assessing relative quality and absolutely terrible at assessing absolute value.  It’s easy to answer which hamburger was better - McDonalds or Roam Burger.  It’s very hard to answer, how good was McDonalds.  

Is my dad qualified as a VC?

I love my dad - he’s as unique as they come, a lifelong electrical engineer, and he’s grown an interest in startup and angel investing.  He met a random startup entrepreneur and decided to invest.  I checked out the profile and thought it was in the bottom 20% of founders I’ve met.  So - the question is - who is more qualified to rank the founders?  And should it matter? I believe it does, but every single marketplace I know treats all user feedback the same.  A Yelp review from a Michelin food critic counts just as much as the Yelp review from an annoying teenager that got rude service on their Groupon date. How could that possibly be the right approach?  User authority and relevance is still completely missing from marketplace feedback systems.  Marketplaces will eventually follow in Google’s footsteps by introducing some notion of user authority.  

————

We’re clearly still in the early days of marketplace science.  We’re doing ok with our current systems to identify the negative users and products in a marketplace.  But, we have a very long way to go to get great at separating the wheat from the chaff and identifying the absolute best people and products. 

I believe the biggest opportunities are in the following themes: 

1) Grading on a curve (ELO)

2) Analyzing user behavior

3) Asking for relative vs absolute value (who’s better / best)

4) Utilizing user authority (like PageRank)

5) Using more social signals (like Dribbble)

If you’re a marketplace entrepreneur out there doing interesting things to improve feedback science, please do reach out.  Would love to hear from you.  

[wjwilliams29]

How to Do a Competitive Marketing Analysis Using 6 Free Google Tools

We’ve seen and heard many people just throwing their business online, many times with great products, and failed at it. One of the reasons they failed was a lack of a well-structured marketing plan before they started the journey and as well as of competitive intelligence data. In today’s article, we wish to address that issue by presenting the tools made available by Google and going through some concepts and ideas that can be extracted with their use.

    Let’s talk about the free tools from Google made available for you, tools that cost nothing and can offer you enough information to gain a sense of the market you’re about to jump into, besides a handful of actions and strategies you could perform to skyrocket your business. A true jam – packed with value!

  Arsenal of Tools

Google AdWords Keyword Planner

Google Trends

Google Ad Preview and Diagnosis tool

Google My Business

Google +

Google Analytics

Your Market’s Behavior

Customer Behavior Unlocking

Where Are Your Customers Looking for Your Business

What Development Stage Has Your Market Reached

Uncovering Your Competitors’ Secrets

Benchmark Every Metric to Your Competitor and Figure out Your Brand Power

Always Compare Yourself to Your Competition

Check Which Competitors Target Certain Keywords

Identify New Market Opportunities

Low Competition High Search Volume 

Seek for Keywords Not yet Targeted

  1. Arsenal of Tools

  First things first, the weapons you have at your disposal. We’re sure you know that Google offers a wide variety of tools, all free of charge (we’ll repeat that today), that help you gather information about the market and, more importantly, competitors information. So we have the following: Google Keyword Planner, Google Trends, Ad Preview and Diagnosis tool, Google My Business, Google + and last but not least Google Analytics.

The Free Google Tools can be used to study your current competitors and also your site or generic niche.

  All the tools mentioned above can be used to benchmark your own website, but you can also use them to keep track, measure and research any other site you desire. Google doesn’t limit their use in any shape or form, so why not use them to get ahead of your market?

  1.1 Google AdWords Keyword Planner

  The first weapon in the arsenal is the Google AdWords Keyword Planner. Now it’s not what it used to be. We miss you “Google keyword tool”! But it does bring a lot of value to the table, in terms of performing keyword research, finding the cost and so on. You can get some pretty good suggestions. Take a look at the screenshot below.

    The tool has a free format and a paid option. All users that have an active Adwords campaign will see more accurate data, and those who use the free option will see restricted info.

  If you want some juicy competitive information, consumer search behavior, then you can use this free Google tool. It shows what people are searching for, how they are searching for it, and where they are searching for it: languages, dates, volumes of searches as well as the bidding competition that’s going on in Google Adwords.

    All of this by simply entering the keywords of the business you’re interested in. The next step, the pros practice, is to filter all that noise that comes with the tool, and we believe that’s what most people are complaining about this tool, the noise. What’s left after the advanced filtering action are the keywords that you want for your business. Especially the keywords with a high search volume, low competition with really low bidding war going on. We’ll get into that later on, let’s move on to the next weapon.

  1.2 Google Trends

  Another great tool for marketers to make competitive research is Google Trends. This one is by far our favorite tool when studying markets. It basically shows the search interest of people for certain keywords. What you should use it for is to study the market you want to tackle.

      And the search interest over time is not the only thing that Google Trends provides. It’s also a great way to study the market from different regions. In the example we’ve taken, we compared the search interest for digital vs. online marketing. Below you can see which countries search for the words “digital marketing” and which one search for “online marketing”. Now if you look at the screenshots below what can you notice?

    The “digital marketing” search phrase ranks really well in countries such as France and Morroco. The users have different search behaviors, that’s what we want to show with this. Mexico, Columbia and Peru look more colored in this screenshot than the one for “online marketing”. Canada and US are also more keen to use “digital marketing”. 

  On the other side, the “online marketing” has more searches in Germany, Netherlands, Austria, Romania and Vietnam. 

    This type of small researches can help you take some decisions before considering a digital marketing strategy to promote your business. 

  Google Trends even offers some of the Google Keyword Planner tool functions by suggesting related keywords for the one you’ve just entered. You can use it to keep track of the keywords that are gaining ground rapidly (rising) and from those, you can notice some opportunities for your competitive strategy.

    You can even see the relates queries for sub-regions or a specific country, by clicking on the state you want. You even see the data for each city.

    1.3 Google Ad Preview and Diagnosis Tool

  Ad Preview and Diagnosis tool is a great addition to enrich your competitor analysis. In theory, this tool provides you with the position of your competitor’s ad (along with yours, if that’s the case). You can see your top competitors and what keywords (or phrases) they are tracking, what they are promoting. You’ll get a closer step in understanding your competition. 

    1.4 Google My Business

  Google My Business can really push your business on SERP if you setup your account correctly and let your customers know they can leave reviews. The tool is entirely free and it is easy to use.  When creating a page, it is recommended to see if the business isn’t already on Maps. If you found it, you have to claim it and edit the info, following the steps from the screenshot below.

    In case you don’t find it, you’ll have to create it. Add your business address, type of business, and website. After that, you’ll have to wait for a confirmation (a verification code in a postcard, most probably) which comes through mail, and that can take up to 14 days. Select businesses have the option to verify the business listing by phone or email.

  To level up, add high-quality pictures regarding your office and business; add street-view, get reviews for your website, because they will help you rank higher in Map searches. Connect it with the Google + profile to get even more exposure. 

  After you finished setting up your Google My Business page, you can edit and perform other changes or see performance metrics directly from the Dashboard:

    1.5 Google +

  Another tool in Google’s arsenal is Google +. I think social media was born to spy and follow what other people are doing without them knowing. It’s acting like the Invisibility Cloak. Google + is a powerful tool because it offers you the possibility to see what your competitor is sharing, if it has an active account, if it is has a verified account, the circles it’s in, the marketing campaigns it runs and many more. 

  In the example below, you can see Lenovo’s Google + profile. It has a complete profile, integrated with other Google tool such as Hangouts, Google Calendar, Gmail plus links to its other social channels such as blog, Facebook, Instagram. 

    At a quick scroll on their page, you’ll see posts mostly with inspirational messages and quotes, along with technology pictures mixing with pictures regarding the team and other Lenovo activities, and some Star Wars references. Doing a short analysis of their page help you see which type of content had more traction, get inspiration for your posts to attract the audience and get an overview of your competitor’s online presence.

  We’ve witnessed a social signals impact that gets higher and higher as the time passes by. Social Media influences the evolution of a business. We made an in-house research where we analyzed the influence of social signals towards a website’s rankings. It showed that a strong presence on social networks is correlated with better rankings.

  1.6. Google Analytics

  To complete your market research use Google Analytics. There are some things from Google analytics that can give you an idea of your competition and your industry. The benchmarking option allows you to compare your data with aggregated industry data from other companies who share their data. That means you can get an idea of what happens with those that are in your niche – your competitors. You have to enable benchmarking first: 

    After that, you’ll be able to see data related to devices, location and channels, which can give you a slight idea to see where you should focus more, where your competition is, where you have issues. More than that, you’ll have the opportunity to get some insights on your market segment.

    2. Your Market’s Behavior

  Now that you’re familiar with the tools and what we are going to use them for, let’s take a real market example and see how we use it. We chose to take the music streaming market to explain an in-depth use of Google’s arsenal. The first thing when trying to enter a market is trying to learn the behavior of the consumers. When researching, we are going to focus on the following:

What do consumers search for?

What are the consumers’ expectations?

How are the competitors taking advantage of the consumers’ search behavior?

Which are the overall market trends?

What is the brand power of my competitors?

Can we find any hidden opportunities?

  2.1  Customer Behavior Unlocking

  The first tool we go to in our analysis of the music streaming market is the Google Keyword Planner. This tool will answer the first two questions (What are consumers searching for? & What are their expectations?) and maybe give us a hint for the last question (Hidden opportunities). To get to the answers, we inserted the landing pages of our future competitors in the keyword planner and began to read what it provides.

  The competitors we considered for our analysis are Spotify, Pandora and Grooveshark. There are plenty more to study in order to make a complete analysis, but for the purpose of presenting how to do a competitive analysis information, we consider this to be sufficient to start with.

  Search for your competitor’s website, add filters and removed the noise. All that is left are relevant keywords that the users search for to get to the pages.

    By entering the landing page for Spotify, Google Keywords Tools will show some keywords recommendations that might be related and could fit its description.

If we look at the keywords suggested by Google, an overwhelming amount contain the word “gift card” and “30 days trial”.

We can already start to figure out some expectations for the future users of our tool. Potential users don’t want to pay for it, they expect it to be free. Let’s study the other two competitors to see if this behavior fits all the users.

      For Pandora, the situation is almost the same. The difference here is that Google also suggests the word “upgrade” and “radio” more often. Their SEO efforts could have focused on promoting the service as an online radio in order to gather more website visitors from Google who search for this kind of service.

We can already start painting the persona for the user who searches for online music streaming.

  Let’s check the last competitor to see if our theory is valid.

    Grooveshark validates our theory. For online music streaming services, people search for online music, radio and expect it to be free. We still need some more data about the users; the volume of searches per month is the next one.

  We have some keywords that stand out for each competitor: “Free online streaming”, “online music” and “online Radio”. Let’s study them to find out the potential market.

    What you see in the chart above could seem too encouraging at first but these results are filled with noise (useless keywords, irrelevant for the music streaming business). Almost 60 million organic searches each month for keywords related to those we placed in the input. Let’s start filtering to get to the reliable numbers.

    After we added the filters (average monthly searches > 1000; removed other keywords), we get some real numbers about the volume of searches. The overall number of monthly searches for keywords related to online music streaming is about 200.000. This is encouraging since that could be considered potential website traffic for your new business. The numbers for the exact keywords are a bit low, free online streaming gaining 14k monthly searches, while online music 246k, online radio 450k, and radio online 1,8M searches.

  So what do we know until now?

The market has about 40M monthly searches with a potential of over 120M, people are looking for online radio and online music and expect it to be free.

Also to mention is the fact that there is a slight drop in search volume during spring. Let’s see how the other tools can help us build a complete user profile and market trends.

  2.2 Where Are Your Customers Looking for Your Business 

  Let’s complete our users’ profile by studying the channels they are using, offered by Benchmarking in Google Analytics.

    I know there is a lot of data in that chart, but you should look only to the one that interests you. In our case, look at the sessions column. Using the benchmarking metrics, you can compare your data against benchmarks and make a short market research. For example, the number of organic searches had a beautiful increase of 65.28% compared to the benchmark. The site had 78,828 vs. 47,695 (the number of the organic searches for the benchmarks).

  From the chart above we can see the website could improve the metrics for email, display, and other forms of advertising since the competition is there and the audience too. 

  Another data you could use to see where is the audience looking for your business is the devices info. Since mobile raise so much into the statistical data, is important to offer information that can be easily accessed by mobile. 

  2.3 What Development Stage Has Your Market Reached

  Google Trends is great at studying the stage of the market. We can insert the keywords that we believe to describe a certain market, and by studying the results we may conclude if an industry is gaining traction, if it was or is interesting to the average user. Let’s take a look below:

    We can see that the overall trend and the search interest for “free online music”, “music streaming” and “free online radio” is in a downward trend. It peaked somewhere around 2010 and since then the interest has gone down. Now, we have to be extra careful when drawing conclusions here because there could be some errors.

  The downward trend could indicate the fact that people just aren’t interested in online music streaming, or it could just as well indicate that the market has matured and that people became loyal to a competitor. We tested this theory and searched the brands we used in our study: Spotify, Pandora, Grooveshark. 

    It seems like the searches for this brands started to increase around the same time when the previous terms had a drop down.

  *Full disclaimer here; while we said in the beginning of the article that Google’s tools aren’t enough to make a complete marketing strategy, we feel that we should mention it again throughout the article. Do use other tools and data for a complete marketing strategy, use Google just as a starting point to get an overall image of the market.

  3. Uncovering Your Competitors’ Secrets

  From our last chapter we can say that we gathered a lot of data from the market. The fact that the online music streaming industry is maturing, that users have become loyal to certain brands, the personae who want free online music and spend their time on mobile devices are great assets. We can use all this Google data to make a strong marketing strategy and grow your business. Let’s now study the competitors, benchmark them and see their strengths and weaknesses.

  Let’s move on with the analysis then, and the first thing to study is “Brand Power”.

  3.1 Benchmark Every Metric to Your Competitor and Figure out Your Brand Power

  Brand power is the interest in Google Trends over time. We inserted the brand of the three competitors we are studying into Google trends and we got the following result:

    From the analysis, we can see that Pandora has the greatest brand power among the competitors. It did have a larger lead in later years but Spotify has gained a lot of ground. Grooveshark’s brand power seems to be going down starting from 2013 and had a definitive fall in 2016. 

It’s also worth mentioning that Pandora’s trend could be affected by the launch of the movie Avatar in 2009.

The planet the movie takes place is called Pandora and Google doesn’t differentiate that in the search behavior of users. Though I don’t suspect it made large impact in the overall trend for Pandora, some spikes from the year 2009/2010 could be attributed to the movie. And right here we have our first limitation of the Google Trends tool; if your competitors have common names, we don’t really suggest using Google Trends to study their brand power.

  Another reason why it has the largest trend is that another brand has exactly the same brand name: Pandora jewelry, which was founded in 1982, before the music company Pandora, that appeared in 2000.  

  Even if the brand had a huge spike, somewhere around January – February 2017, Spotify started to outnumber Pandora. Let’s check with the Google Keywords Tool to see if the brand power is similar for January 2017 – January 2018.

    Indeed, the number of searches for Spotify is 60% higher than Pandora. With over 16 mil searches each month, we can note that Pandora holds the biggest market share for online music streaming.

    3.2 Always Compare Yourself to Your Competitors

  This is a constant process for all businesses.

Comparing to competitors is an ongoing activity of the marketing department, or in the case of a small company, the marketing guy. What you need to keep track of here is the brand power. This is one of the most important metrics you can extract from the tools offered by Google.

  It’s the way to attach a measurable number to the marketing efforts that are hard to track (content marketing). Seeing each month that the volume of searches is increasing for your brand is in a great part attributed to a great content marketing strategy, and it’s encouraging to see that people are actually searching for your brand and not only for your services.

    This makes things so much easier for you to study the market since you can now review the add impressions of different competitors to see exactly who is most successful.

  You can even concentrate on keywords with lower competition and suggested bids where you can more easily rank in top ad positions.

  3.3 Check Which Competitors Target Certain Keywords

  Now that we have the brand power of the competitors, let’s find a glimpse of the keywords targeted by the competitors. It’s a bit of a stretch to call it that, since the Ad Preview and Diagnosis tool shows you what keywords are targeted by the competition, not their complete search engine optimization strategy.

  It’s still a great tool to figure out what each landing page is optimized for, and check your competitors’ content. You’ll have to search for the keywords you are targeting and create a list of strengths and weaknesses in terms of ranking keywords for your competitors to gain a competitive advantage. You can identify your competitors for specific keywords. Also, it offers an advantage towards your competition because you can also see the bid for certain keywords and you can use that to create better sales and marketing campaigns. 

    Once you’ve entered the query, Google will firstly show you the paid results and then the organic search results for the country and device you set. In case of Pandora, Google shows the place of the page in SERP which is outranked by Spotify by one position.

  The next step is doing the same analysis for the other two competitors, compiling a list of all the results and trying to optimize your landing page for the same keyword groups.

  4. Identify New Market Opportunities

  So we went through the market, we looked at each competitor, now it’s time to figure out how to get ahead by finding new keywords that the competitors might not have yet discovered. For this, there are a couple of tricks using the Google Keyword Planner tool. We’ll try to present some ways to target keywords that will generate traction and could bring traffic to your website from various search engines.

  4.1 Low Competition High Search Volume 

  The first trick to get to those juicy keywords starts once again with entering the competitors landing page into the Google Keyword Planner. Google recognizes the website type of Pandora and begins to list out keyword ideas for it.

    The following filter types were added:

Average monthly searches > 1000

Suggested bid < 1.00$

Various negative keywords (keywords that were not relevant) to remove the noise: download, downloads, movie, video, mp3

  What we’re left with are very relevant keywords for your business that have a high average monthly search and very low bids. This is exactly what you should target with your SEO strategy.

  4.2 Seek for Keywords Not yet Targeted

  The product category search of Keyword planner is a great way to find “untapped” niches. Just select the product category that your product fits in, or you can select a category similar to yours, that you believe it holds some potential customers and begin the analysis.

    We continue with the online music streaming example and select the “Music Streams & Downloads” product category.

    This is what you get.

Tons of keyword ideas that you can target with the SEO strategy, be it through content marketing or adwords.

Again, don’t take them all as Google displays it to you, filter the data. Even if it greatly reduces the potential reach and search volume why would you want to spend resources on irrelevant keywords to your business?

  Always go for the high search volume keywords with low bid numbers, since your competitors aren’t really tackling them.

  Conclusion

  Firstly and most importantly, what we want you to gain from this post is that using only Google’s tools to make a competitor analysis is not enough. But it’s a great start, you get tons of relevant information – in such a short time – that allows you to gain a strong competitive advantage. Information that you might not find anywhere else, juicy keywords with Google Keyword Planner, industry trends and market behavior using the Google Trends Tools, constant monitoring of your competitors using Google Ads Keyword Planner and demographic, behavior and influencers data from the Google Analytics Benchmarking that can enrich your business strategy.

  The second most important thing we wish you would remember from this article is the fact that the majority of the data needs to be filtered and taken in with a grain of salt. Google offers us both in the Keyword and the Display Planner tools rich filters to get to the information we really need and the one that is relevant to our industry only by enjoying all the features and benefits there are available for free.

  How often do you use the Google Tools for business in your competitive analysis?

  The post How to Do a Competitive Marketing Analysis Using 6 Free Google Tools appeared first on SEO Blog | cognitiveSEO Blog on SEO Tactics & Strategies.

[dainiaolivahm]

Paint by Numbers: Using Data to Produce Great Content

Posted by rjonesx.

It's not every day that I write about content. To be honest, it's probably a once-a-year kind of thing. I will readily admit that I'm a "links are king" kind of SEO, and have been since starting in this industry more than a decade ago. However, I do look over the fence from time to time to see if the grass is greener and, on occasion, I actually like what I see. Prior to joining Moz, I was a consultant at an agency like many of you reading this blog post. More often than not, one of the key concerns of my clients was what to write about. It seems that webmasters and business owners alike can easily acquire writer's block after trudging through the uninspiring task of turning a list of keywords into website copy. So where do you look when you have run out of words

Numbers.

Alright, stick with me here. I imagine for some of you the idea of poring over numbers to remedy writer's block would be like trying to stop a headache with a brick. It's adding insult to injury. What I hope to show you in the next couple of paragraphs is how data can be an incredible source of inspiration in writing, especially if you can hit a few key principles: expose, relate, surprise, and share.

Expose

Chances are your business or website generates some amount of unique, first party data that you can expose to the world. It might be from analytics, your rank tracker like Moz, or from raw user data if you operate a forum. I'll give you examples of how you might tap into these resources (especially when they don't seem obvious or plenteous) but let's start with a canonical example of one great use of first-party data in an industry that seems directly at odds with — dating.

The thought of quantifying and analyzing our love lives seems like an oxymoron of sorts. However, one of the most successful uses of data for content has been produced by the team at OK Cupid, whose "data"-tagged blog posts have earned thousands of solid backlinks and enviable traffic. The team at OK Cupid accomplishes this by tapping their huge resource for unique data, generated by their user base. Let's look at one quick example: Congrats Graduates: No One Gives a Sh*t.

The blog post is fairly straightforward (and not particularly long) but it used unique data that isn't really available to the average person. Because OK Cupid is in a privileged position, they can provide this kind of insight to their audience at large.

But maybe you don't have a million customers with profiles on your site; where can you look for first party data? Well, here are a couple of ideas of the types of data your company or organization might have which can easily be turned into interesting content:

Google Analytics, Search Console data and Adwords data: Do you see trends around holidays that are interesting? Perhaps you notice that more people search for certain keywords at certain times. This could be even more interesting if there's a local holiday (like a festival or event) that makes your data unique from the rest of the country.

Sales data: When do your sales go up or down? Do they coincide with events? Or do they happen to coincide with completely different types of keywords? Try using Google Correlate, which will identify keywords that follow the same patterns as your data.

Survey data: Use your sales or lead history to run surveys and generate insightful content.

A clothing store could compare responses to questions about personality by the colors of clothing that people purchase (Potential headline: Is It True What They Say About Red?)

A car parts store could compare the size of certain accessories to favorite sports (Potential headline: Big Trucks and Big Hits)

An insurance provider could compare the type of insurance requested vs. the level of education (Potential headline: What Smart People Do Differently with Insurance)

There are probably tons more sources of unique, first-party data that you or your business have generated over the years which can be turned into great content. If you dig through the data long enough, you'll hit pay dirt.

Relate

Data is foreign. It's a language almost no one speaks in their day-to-day conversations, a notation meant for machines. This consideration requires that we make data immediately relatable to our readers. We shouldn't just ask "What does the data say?", but instead "What does the data say to me?" How we make data relatable is simple — organize your data by how people identify themselves. This can be geographic, economic, biological, social, or cultural distinctions with which we regularly categorize ourselves.

Many of the best examples of this kind of strategy involve geography (perhaps because everyone lives somewhere, and it's pretty non-controversial to make generic claims about one location or another). Take a look at a map of your country and try not to look first towards where you live. I'm a North Carolinian, and I almost immediately find myself interested in anything that compares my state to others.

So maybe you aren't OK Cupid with millions of users and you can't find unique data to share — don't worry, there's still hope. The example below is a rather ingenious method of using Google Adwords data to build a geographical story that's relatable to any potential customer in the United States. The webmasters at Opulent used state-level Keyword Planner to visualize popularity across the country in a piece they call the "State of Style."

When I found this on Reddit's DataIsBeautiful (where most of these examples come from), I immediately checked to see what performed best in North Carolina. I honestly couldn't care less about popular fashion or jewelry brands, but my interest in North Carolina eclipsed that lack of interest. Geography-based data visualization has produced successful content related to in sports, politics, beer, and even knitting.

If you walk away with any practical ideas from this post, I think this example has got to be it. Fire up an Adwords campaign and find out how consumer demand breaks down in your industry at a state-by-state level. Are you a marketer and want to attract clients in a particular sector? Here's your chance to write a whitepaper on national demand. If you're a local business, you can target Google Keyword Planner to your city and compare it to other cities around the country.

Surprise

Perhaps the greatest opportunity with data-focused content is the chance to truly surprise your reader. There's something exciting about learning an interesting fact (who hasn't seen one of these lying around and didn't pick it up?). So, how do you make your data "pop?" How do you make numbers fascinating?

Perspective.

Let's start with a simple statistic:

The cost of ending polio between 2013 and 2018 is $5.5 Billion Dollars.

How does that number feel to you? Does it feel big or little? Is it interesting on its own? Probably not, let's try and spice it up a bit.

$5.5 billion dollars doesn't seem that much when you realize people spend that amount on iPhones every 2 weeks. We could rid the world of polio for that much! Or, what if we present it like this...

In this light, it seems almost insane to spend that much money preventing just a couple more polio cases relative to the huge gains we could make on malaria. Of course, the statistics don't tell the full story. Polio is in the end-stages of eradication where the cost-per-case is much higher, and as malaria is attacked, it too will see cost-per-case increase. But the point remains the same: by giving the polio numbers some sort of context, some sort of forced perspective, we make the data far more intriguing and appealing.

So how would this work with content for your own site? Let's look at an example from BestPlay.co, which wrote a piece on Board Games are Getting Worse. Board games aren't a data-centric industry, but that doesn't keep them from producing awesome content with data. Here's a generic graph they provide in the piece which shows off average board game ratings.

There really isn't much to see here. There's nothing intrinsically shocking about the data as we look at it. So how do they add perspective to make their point and give the user intrigue? Simple — apply a historical perspective.

With this historical perspective, we can see board game scores getting better and better up until 2012, when they began to take a dive — the first multi-year dive in their recorded history. To draw users in, you use comparison to provide surprising perspectives.

Share

This final method is the one that I think is most overlooked. Once you've created your fancy piece of content, let your audience do some leg work for you by releasing the data set. There's an entire community of the Internet just looking for great data sets which could take advantage of your data and cite your content in their own publications. You can find everything from All of Donald Trump's Tweets to Everything Lost at TSA to Hand-drawn Pictures of Pineapples. While there is a good chance your data set won't ever be used, it can pick up a couple of extra links in the event that it does.

Putting it all together

What happens when a webmaster combines these types of methods — exposing unique data, making it relatable and surprising, even for a topic that seems averse to data? You get something like this: Jeans vs. Leggings.

This piece played the geography card for relatability:

They compared user interest in jeans to give perspective to the growth of demand for leggings:

Slice.com reveals their first-party data to make interesting, data-driven content that ultimately scores them links from sites like In Style Magazine, Shape.com, and the NY Post. Looking at fashion through the lens of data meant great traffic and great shares.

How do I get started?

Get down and dirty with the data. Don't wait until you end up with a nice report in your hand, but start slicing and dicing things looking for interesting patterns or results. You can start with the data you already have: Google Analytics, Google Search Console, Google Adwords, and, if you're a Moz customer, even your rank tracking data or keyword research data. If none of these avenues work, dig through the amazing data resources found on Reddit or WebHose. Look for a story in the numbers by relating the data to your audience and making comparisons to provide perspective. It isn't a foolproof formula, but it is pretty close. The right slice of data will cut straight through writer's block.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

http://ift.tt/2sczdCT

#Paint by Numbers: Using Data to Produce Great Content

[conniecogeie]

Paint by Numbers: Using Data to Produce Great Content

Posted by rjonesx.

It's not every day that I write about content. To be honest, it's probably a once-a-year kind of thing. I will readily admit that I'm a "links are king" kind of SEO, and have been since starting in this industry more than a decade ago. However, I do look over the fence from time to time to see if the grass is greener and, on occasion, I actually like what I see. Prior to joining Moz, I was a consultant at an agency like many of you reading this blog post. More often than not, one of the key concerns of my clients was what to write about. It seems that webmasters and business owners alike can easily acquire writer's block after trudging through the uninspiring task of turning a list of keywords into website copy. So where do you look when you have run out of words

Numbers.

Alright, stick with me here. I imagine for some of you the idea of poring over numbers to remedy writer's block would be like trying to stop a headache with a brick. It's adding insult to injury. What I hope to show you in the next couple of paragraphs is how data can be an incredible source of inspiration in writing, especially if you can hit a few key principles: expose, relate, surprise, and share.

Expose

Chances are your business or website generates some amount of unique, first party data that you can expose to the world. It might be from analytics, your rank tracker like Moz, or from raw user data if you operate a forum. I'll give you examples of how you might tap into these resources (especially when they don't seem obvious or plenteous) but let's start with a canonical example of one great use of first-party data in an industry that seems directly at odds with — dating.

The thought of quantifying and analyzing our love lives seems like an oxymoron of sorts. However, one of the most successful uses of data for content has been produced by the team at OK Cupid, whose "data"-tagged blog posts have earned thousands of solid backlinks and enviable traffic. The team at OK Cupid accomplishes this by tapping their huge resource for unique data, generated by their user base. Let's look at one quick example: Congrats Graduates: No One Gives a Sh*t.

The blog post is fairly straightforward (and not particularly long) but it used unique data that isn't really available to the average person. Because OK Cupid is in a privileged position, they can provide this kind of insight to their audience at large.

But maybe you don't have a million customers with profiles on your site; where can you look for first party data? Well, here are a couple of ideas of the types of data your company or organization might have which can easily be turned into interesting content:

Google Analytics, Search Console data and Adwords data: Do you see trends around holidays that are interesting? Perhaps you notice that more people search for certain keywords at certain times. This could be even more interesting if there's a local holiday (like a festival or event) that makes your data unique from the rest of the country.

Sales data: When do your sales go up or down? Do they coincide with events? Or do they happen to coincide with completely different types of keywords? Try using Google Correlate, which will identify keywords that follow the same patterns as your data.

Survey data: Use your sales or lead history to run surveys and generate insightful content.

A clothing store could compare responses to questions about personality by the colors of clothing that people purchase (Potential headline: Is It True What They Say About Red?)

A car parts store could compare the size of certain accessories to favorite sports (Potential headline: Big Trucks and Big Hits)

An insurance provider could compare the type of insurance requested vs. the level of education (Potential headline: What Smart People Do Differently with Insurance)

There are probably tons more sources of unique, first-party data that you or your business have generated over the years which can be turned into great content. If you dig through the data long enough, you'll hit pay dirt.

Relate

Data is foreign. It's a language almost no one speaks in their day-to-day conversations, a notation meant for machines. This consideration requires that we make data immediately relatable to our readers. We shouldn't just ask "What does the data say?", but instead "What does the data say to me?" How we make data relatable is simple — organize your data by how people identify themselves. This can be geographic, economic, biological, social, or cultural distinctions with which we regularly categorize ourselves.

Many of the best examples of this kind of strategy involve geography (perhaps because everyone lives somewhere, and it's pretty non-controversial to make generic claims about one location or another). Take a look at a map of your country and try not to look first towards where you live. I'm a North Carolinian, and I almost immediately find myself interested in anything that compares my state to others.

So maybe you aren't OK Cupid with millions of users and you can't find unique data to share — don't worry, there's still hope. The example below is a rather ingenious method of using Google Adwords data to build a geographical story that's relatable to any potential customer in the United States. The webmasters at Opulent used state-level Keyword Planner to visualize popularity across the country in a piece they call the "State of Style."

When I found this on Reddit's DataIsBeautiful (where most of these examples come from), I immediately checked to see what performed best in North Carolina. I honestly couldn't care less about popular fashion or jewelry brands, but my interest in North Carolina eclipsed that lack of interest. Geography-based data visualization has produced successful content related to in sports, politics, beer, and even knitting.

If you walk away with any practical ideas from this post, I think this example has got to be it. Fire up an Adwords campaign and find out how consumer demand breaks down in your industry at a state-by-state level. Are you a marketer and want to attract clients in a particular sector? Here's your chance to write a whitepaper on national demand. If you're a local business, you can target Google Keyword Planner to your city and compare it to other cities around the country.

Surprise

Perhaps the greatest opportunity with data-focused content is the chance to truly surprise your reader. There's something exciting about learning an interesting fact (who hasn't seen one of these lying around and didn't pick it up?). So, how do you make your data "pop?" How do you make numbers fascinating?

Perspective.

Let's start with a simple statistic:

The cost of ending polio between 2013 and 2018 is $5.5 Billion Dollars.

How does that number feel to you? Does it feel big or little? Is it interesting on its own? Probably not, let's try and spice it up a bit.

$5.5 billion dollars doesn't seem that much when you realize people spend that amount on iPhones every 2 weeks. We could rid the world of polio for that much! Or, what if we present it like this...

In this light, it seems almost insane to spend that much money preventing just a couple more polio cases relative to the huge gains we could make on malaria. Of course, the statistics don't tell the full story. Polio is in the end-stages of eradication where the cost-per-case is much higher, and as malaria is attacked, it too will see cost-per-case increase. But the point remains the same: by giving the polio numbers some sort of context, some sort of forced perspective, we make the data far more intriguing and appealing.

So how would this work with content for your own site? Let's look at an example from BestPlay.co, which wrote a piece on Board Games are Getting Worse. Board games aren't a data-centric industry, but that doesn't keep them from producing awesome content with data. Here's a generic graph they provide in the piece which shows off average board game ratings.

There really isn't much to see here. There's nothing intrinsically shocking about the data as we look at it. So how do they add perspective to make their point and give the user intrigue? Simple — apply a historical perspective.

With this historical perspective, we can see board game scores getting better and better up until 2012, when they began to take a dive — the first multi-year dive in their recorded history. To draw users in, you use comparison to provide surprising perspectives.

Share

This final method is the one that I think is most overlooked. Once you've created your fancy piece of content, let your audience do some leg work for you by releasing the data set. There's an entire community of the Internet just looking for great data sets which could take advantage of your data and cite your content in their own publications. You can find everything from All of Donald Trump's Tweets to Everything Lost at TSA to Hand-drawn Pictures of Pineapples. While there is a good chance your data set won't ever be used, it can pick up a couple of extra links in the event that it does.

Putting it all together

What happens when a webmaster combines these types of methods — exposing unique data, making it relatable and surprising, even for a topic that seems averse to data? You get something like this: Jeans vs. Leggings.

This piece played the geography card for relatability:

They compared user interest in jeans to give perspective to the growth of demand for leggings:

Slice.com reveals their first-party data to make interesting, data-driven content that ultimately scores them links from sites like In Style Magazine, Shape.com, and the NY Post. Looking at fashion through the lens of data meant great traffic and great shares.

How do I get started?

Get down and dirty with the data. Don't wait until you end up with a nice report in your hand, but start slicing and dicing things looking for interesting patterns or results. You can start with the data you already have: Google Analytics, Google Search Console, Google Adwords, and, if you're a Moz customer, even your rank tracking data or keyword research data. If none of these avenues work, dig through the amazing data resources found on Reddit or WebHose. Look for a story in the numbers by relating the data to your audience and making comparisons to provide perspective. It isn't a foolproof formula, but it is pretty close. The right slice of data will cut straight through writer's block.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

http://ift.tt/2sczdCT

#Paint by Numbers: Using Data to Produce Great Content

[tainghekhongdaycomvn]

Paint by Numbers: Using Data to Produce Great Content

Paint by Numbers: Using Data to Produce Great Content

Posted by rjonesx.

It's not every day that I write about content. To be honest, it's probably a once-a-year kind of thing. I will readily admit that I'm a "links are king" kind of SEO, and have been since starting in this industry more than a decade ago. However, I do look over the fence from time to time to see if the grass is greener and, on occasion, I actually like what I see. Prior to joining Moz, I was a consultant at an agency like many of you reading this blog post. More often than not, one of the key concerns of my clients was what to write about. It seems that webmasters and business owners alike can easily acquire writer's block after trudging through the uninspiring task of turning a list of keywords into website copy. So where do you look when you have run out of words

Numbers.

Alright, stick with me here. I imagine for some of you the idea of poring over numbers to remedy writer's block would be like trying to stop a headache with a brick. It's adding insult to injury. What I hope to show you in the next couple of paragraphs is how data can be an incredible source of inspiration in writing, especially if you can hit a few key principles: expose, relate, surprise, and share.

Expose

Chances are your business or website generates some amount of unique, first party data that you can expose to the world. It might be from analytics, your rank tracker like Moz, or from raw user data if you operate a forum. I'll give you examples of how you might tap into these resources (especially when they don't seem obvious or plenteous) but let's start with a canonical example of one great use of first-party data in an industry that seems directly at odds with — dating.

The thought of quantifying and analyzing our love lives seems like an oxymoron of sorts. However, one of the most successful uses of data for content has been produced by the team at OK Cupid, whose "data"-tagged blog posts have earned thousands of solid backlinks and enviable traffic. The team at OK Cupid accomplishes this by tapping their huge resource for unique data, generated by their user base. Let's look at one quick example: Congrats Graduates: No One Gives a Sh*t.

The blog post is fairly straightforward (and not particularly long) but it used unique data that isn't really available to the average person. Because OK Cupid is in a privileged position, they can provide this kind of insight to their audience at large.

But maybe you don't have a million customers with profiles on your site; where can you look for first party data? Well, here are a couple of ideas of the types of data your company or organization might have which can easily be turned into interesting content:

Google Analytics, Search Console data and Adwords data: Do you see trends around holidays that are interesting? Perhaps you notice that more people search for certain keywords at certain times. This could be even more interesting if there's a local holiday (like a festival or event) that makes your data unique from the rest of the country.

Sales data: When do your sales go up or down? Do they coincide with events? Or do they happen to coincide with completely different types of keywords? Try using Google Correlate, which will identify keywords that follow the same patterns as your data.

Survey data: Use your sales or lead history to run surveys and generate insightful content.

A clothing store could compare responses to questions about personality by the colors of clothing that people purchase (Potential headline: Is It True What They Say About Red?)

A car parts store could compare the size of certain accessories to favorite sports (Potential headline: Big Trucks and Big Hits)

An insurance provider could compare the type of insurance requested vs. the level of education (Potential headline: What Smart People Do Differently with Insurance)

There are probably tons more sources of unique, first-party data that you or your business have generated over the years which can be turned into great content. If you dig through the data long enough, you'll hit pay dirt.

Relate

Data is foreign. It's a language almost no one speaks in their day-to-day conversations, a notation meant for machines. This consideration requires that we make data immediately relatable to our readers. We shouldn't just ask "What does the data say?", but instead "What does the data say to me?" How we make data relatable is simple — organize your data by how people identify themselves. This can be geographic, economic, biological, social, or cultural distinctions with which we regularly categorize ourselves.

Many of the best examples of this kind of strategy involve geography (perhaps because everyone lives somewhere, and it's pretty non-controversial to make generic claims about one location or another). Take a look at a map of your country and try not to look first towards where you live. I'm a North Carolinian, and I almost immediately find myself interested in anything that compares my state to others.

So maybe you aren't OK Cupid with millions of users and you can't find unique data to share — don't worry, there's still hope. The example below is a rather ingenious method of using Google Adwords data to build a geographical story that's relatable to any potential customer in the United States. The webmasters at Opulent used state-level Keyword Planner to visualize popularity across the country in a piece they call the "State of Style."

When I found this on Reddit's DataIsBeautiful (where most of these examples come from), I immediately checked to see what performed best in North Carolina. I honestly couldn't care less about popular fashion or jewelry brands, but my interest in North Carolina eclipsed that lack of interest. Geography-based data visualization has produced successful content related to in sports, politics, beer, and even knitting.

If you walk away with any practical ideas from this post, I think this example has got to be it. Fire up an Adwords campaign and find out how consumer demand breaks down in your industry at a state-by-state level. Are you a marketer and want to attract clients in a particular sector? Here's your chance to write a whitepaper on national demand. If you're a local business, you can target Google Keyword Planner to your city and compare it to other cities around the country.

Surprise

Perhaps the greatest opportunity with data-focused content is the chance to truly surprise your reader. There's something exciting about learning an interesting fact (who hasn't seen one of these lying around and didn't pick it up?). So, how do you make your data "pop?" How do you make numbers fascinating?

Perspective.

Let's start with a simple statistic:

The cost of ending polio between 2013 and 2018 is $5.5 Billion Dollars.

How does that number feel to you? Does it feel big or little? Is it interesting on its own? Probably not, let's try and spice it up a bit.

$5.5 billion dollars doesn't seem that much when you realize people spend that amount on iPhones every 2 weeks. We could rid the world of polio for that much! Or, what if we present it like this...

In this light, it seems almost insane to spend that much money preventing just a couple more polio cases relative to the huge gains we could make on malaria. Of course, the statistics don't tell the full story. Polio is in the end-stages of eradication where the cost-per-case is much higher, and as malaria is attacked, it too will see cost-per-case increase. But the point remains the same: by giving the polio numbers some sort of context, some sort of forced perspective, we make the data far more intriguing and appealing.

So how would this work with content for your own site? Let's look at an example from BestPlay.co, which wrote a piece on Board Games are Getting Worse. Board games aren't a data-centric industry, but that doesn't keep them from producing awesome content with data. Here's a generic graph they provide in the piece which shows off average board game ratings.

There really isn't much to see here. There's nothing intrinsically shocking about the data as we look at it. So how do they add perspective to make their point and give the user intrigue? Simple — apply a historical perspective.

With this historical perspective, we can see board game scores getting better and better up until 2012, when they began to take a dive — the first multi-year dive in their recorded history. To draw users in, you use comparison to provide surprising perspectives.

Share

This final method is the one that I think is most overlooked. Once you've created your fancy piece of content, let your audience do some leg work for you by releasing the data set. There's an entire community of the Internet just looking for great data sets which could take advantage of your data and cite your content in their own publications. You can find everything from All of Donald Trump's Tweets to Everything Lost at TSA to Hand-drawn Pictures of Pineapples. While there is a good chance your data set won't ever be used, it can pick up a couple of extra links in the event that it does.

Putting it all together

What happens when a webmaster combines these types of methods — exposing unique data, making it relatable and surprising, even for a topic that seems averse to data? You get something like this: Jeans vs. Leggings.

This piece played the geography card for relatability:

They compared user interest in jeans to give perspective to the growth of demand for leggings:

Slice.com reveals their first-party data to make interesting, data-driven content that ultimately scores them links from sites like In Style Magazine, Shape.com, and the NY Post. Looking at fashion through the lens of data meant great traffic and great shares.

How do I get started?

Get down and dirty with the data. Don't wait until you end up with a nice report in your hand, but start slicing and dicing things looking for interesting patterns or results. You can start with the data you already have: Google Analytics, Google Search Console, Google Adwords, and, if you're a Moz customer, even your rank tracking data or keyword research data. If none of these avenues work, dig through the amazing data resources found on Reddit or WebHose. Look for a story in the numbers by relating the data to your audience and making comparisons to provide perspective. It isn't a foolproof formula, but it is pretty close. The right slice of data will cut straight through writer's block.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

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[christinesumpmg]

Paint by Numbers: Using Data to Produce Great Content

Posted by rjonesx.

It's not every day that I write about content. To be honest, it's probably a once-a-year kind of thing. I will readily admit that I'm a "links are king" kind of SEO, and have been since starting in this industry more than a decade ago. However, I do look over the fence from time to time to see if the grass is greener and, on occasion, I actually like what I see. Prior to joining Moz, I was a consultant at an agency like many of you reading this blog post. More often than not, one of the key concerns of my clients was what to write about. It seems that webmasters and business owners alike can easily acquire writer's block after trudging through the uninspiring task of turning a list of keywords into website copy. So where do you look when you have run out of words

Numbers.

Alright, stick with me here. I imagine for some of you the idea of poring over numbers to remedy writer's block would be like trying to stop a headache with a brick. It's adding insult to injury. What I hope to show you in the next couple of paragraphs is how data can be an incredible source of inspiration in writing, especially if you can hit a few key principles: expose, relate, surprise, and share.

Expose

Chances are your business or website generates some amount of unique, first party data that you can expose to the world. It might be from analytics, your rank tracker like Moz, or from raw user data if you operate a forum. I'll give you examples of how you might tap into these resources (especially when they don't seem obvious or plenteous) but let's start with a canonical example of one great use of first-party data in an industry that seems directly at odds with — dating.

The thought of quantifying and analyzing our love lives seems like an oxymoron of sorts. However, one of the most successful uses of data for content has been produced by the team at OK Cupid, whose "data"-tagged blog posts have earned thousands of solid backlinks and enviable traffic. The team at OK Cupid accomplishes this by tapping their huge resource for unique data, generated by their user base. Let's look at one quick example: Congrats Graduates: No One Gives a Sh*t.

The blog post is fairly straightforward (and not particularly long) but it used unique data that isn't really available to the average person. Because OK Cupid is in a privileged position, they can provide this kind of insight to their audience at large.

But maybe you don't have a million customers with profiles on your site; where can you look for first party data? Well, here are a couple of ideas of the types of data your company or organization might have which can easily be turned into interesting content:

Google Analytics, Search Console data and Adwords data: Do you see trends around holidays that are interesting? Perhaps you notice that more people search for certain keywords at certain times. This could be even more interesting if there's a local holiday (like a festival or event) that makes your data unique from the rest of the country.

Sales data: When do your sales go up or down? Do they coincide with events? Or do they happen to coincide with completely different types of keywords? Try using Google Correlate, which will identify keywords that follow the same patterns as your data.

Survey data: Use your sales or lead history to run surveys and generate insightful content.

A clothing store could compare responses to questions about personality by the colors of clothing that people purchase (Potential headline: Is It True What They Say About Red?)

A car parts store could compare the size of certain accessories to favorite sports (Potential headline: Big Trucks and Big Hits)

An insurance provider could compare the type of insurance requested vs. the level of education (Potential headline: What Smart People Do Differently with Insurance)

There are probably tons more sources of unique, first-party data that you or your business have generated over the years which can be turned into great content. If you dig through the data long enough, you'll hit pay dirt.

Relate

Data is foreign. It's a language almost no one speaks in their day-to-day conversations, a notation meant for machines. This consideration requires that we make data immediately relatable to our readers. We shouldn't just ask "What does the data say?", but instead "What does the data say to me?" How we make data relatable is simple — organize your data by how people identify themselves. This can be geographic, economic, biological, social, or cultural distinctions with which we regularly categorize ourselves.

Many of the best examples of this kind of strategy involve geography (perhaps because everyone lives somewhere, and it's pretty non-controversial to make generic claims about one location or another). Take a look at a map of your country and try not to look first towards where you live. I'm a North Carolinian, and I almost immediately find myself interested in anything that compares my state to others.

So maybe you aren't OK Cupid with millions of users and you can't find unique data to share — don't worry, there's still hope. The example below is a rather ingenious method of using Google Adwords data to build a geographical story that's relatable to any potential customer in the United States. The webmasters at Opulent used state-level Keyword Planner to visualize popularity across the country in a piece they call the "State of Style."

When I found this on Reddit's DataIsBeautiful (where most of these examples come from), I immediately checked to see what performed best in North Carolina. I honestly couldn't care less about popular fashion or jewelry brands, but my interest in North Carolina eclipsed that lack of interest. Geography-based data visualization has produced successful content related to in sports, politics, beer, and even knitting.

If you walk away with any practical ideas from this post, I think this example has got to be it. Fire up an Adwords campaign and find out how consumer demand breaks down in your industry at a state-by-state level. Are you a marketer and want to attract clients in a particular sector? Here's your chance to write a whitepaper on national demand. If you're a local business, you can target Google Keyword Planner to your city and compare it to other cities around the country.

Surprise

Perhaps the greatest opportunity with data-focused content is the chance to truly surprise your reader. There's something exciting about learning an interesting fact (who hasn't seen one of these lying around and didn't pick it up?). So, how do you make your data "pop?" How do you make numbers fascinating?

Perspective.

Let's start with a simple statistic:

The cost of ending polio between 2013 and 2018 is $5.5 Billion Dollars.

How does that number feel to you? Does it feel big or little? Is it interesting on its own? Probably not, let's try and spice it up a bit.

$5.5 billion dollars doesn't seem that much when you realize people spend that amount on iPhones every 2 weeks. We could rid the world of polio for that much! Or, what if we present it like this...

In this light, it seems almost insane to spend that much money preventing just a couple more polio cases relative to the huge gains we could make on malaria. Of course, the statistics don't tell the full story. Polio is in the end-stages of eradication where the cost-per-case is much higher, and as malaria is attacked, it too will see cost-per-case increase. But the point remains the same: by giving the polio numbers some sort of context, some sort of forced perspective, we make the data far more intriguing and appealing.

So how would this work with content for your own site? Let's look at an example from BestPlay.co, which wrote a piece on Board Games are Getting Worse. Board games aren't a data-centric industry, but that doesn't keep them from producing awesome content with data. Here's a generic graph they provide in the piece which shows off average board game ratings.

There really isn't much to see here. There's nothing intrinsically shocking about the data as we look at it. So how do they add perspective to make their point and give the user intrigue? Simple — apply a historical perspective.

With this historical perspective, we can see board game scores getting better and better up until 2012, when they began to take a dive — the first multi-year dive in their recorded history. To draw users in, you use comparison to provide surprising perspectives.

Share

This final method is the one that I think is most overlooked. Once you've created your fancy piece of content, let your audience do some leg work for you by releasing the data set. There's an entire community of the Internet just looking for great data sets which could take advantage of your data and cite your content in their own publications. You can find everything from All of Donald Trump's Tweets to Everything Lost at TSA to Hand-drawn Pictures of Pineapples. While there is a good chance your data set won't ever be used, it can pick up a couple of extra links in the event that it does.

Putting it all together

What happens when a webmaster combines these types of methods — exposing unique data, making it relatable and surprising, even for a topic that seems averse to data? You get something like this: Jeans vs. Leggings.

This piece played the geography card for relatability:

They compared user interest in jeans to give perspective to the growth of demand for leggings:

Slice.com reveals their first-party data to make interesting, data-driven content that ultimately scores them links from sites like In Style Magazine, Shape.com, and the NY Post. Looking at fashion through the lens of data meant great traffic and great shares.

How do I get started?

Get down and dirty with the data. Don't wait until you end up with a nice report in your hand, but start slicing and dicing things looking for interesting patterns or results. You can start with the data you already have: Google Analytics, Google Search Console, Google Adwords, and, if you're a Moz customer, even your rank tracking data or keyword research data. If none of these avenues work, dig through the amazing data resources found on Reddit or WebHose. Look for a story in the numbers by relating the data to your audience and making comparisons to provide perspective. It isn't a foolproof formula, but it is pretty close. The right slice of data will cut straight through writer's block.

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#Paint by Numbers: Using Data to Produce Great Content