Getting Shareable Content Out the Door Quickly with Data Scraping, Team Work & Outsourcing

@jhtscherck

Brief Intro

@jhtscherck

Who: John-Henry Scherck

@jhtscherck

Who: John-Henry Scherck

@jhtscherck

What: Web Strategist (Marketing & Ad Tech)

@jhtscherck

Why: Traffic, Lead, and User Acquisition

@jhtscherck

Where: WP Engine

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How: Automation & Outsourcing

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Let’s Jump In

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As marketers we can’t be nebulous

@jhtscherck

No Sir, there’s no reason to worry about Q2, we’re

going all in on content and that’s going to give us the

lift we need.

We’ve all been there

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What I really mean is, we haven’t identified our business or technical needs or defined a

single KPI.

Just doing “content” will get you killed

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We’re just going to make some stuff that is similar to what are competitors are doing and see

what sticks.

Here’s how it should sound

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Music to a c-levels ears

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We need to start with goals, define objectives, come up

with a strategy and determine the tactics it will take to get us

there, end-to-end.

What every marketer should be asking

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What are we trying to accomplish and what’s the

best medium and message to get us there?

What every marketer needs to be saying (and doing)

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We going to measure everything.

G.S.O.T. Framework

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•A goal is a broad primary outcome.

•A strategy is the approach you take to achieve a goal.

•An objective is a measurable step you take to achieve a strategy.

•A tactic is a tool you use in pursuing an objective associated with a strategy.

Everything starts with a goal

@jhtscherck

Example goal: mainstream visibility for your brand

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Strategy: create one piece of shareable content

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Objective: earn mainstream and industry publisher placements

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Tactic 1: create unique data set that exposes a new relationship

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Tactic 2: chart the data to highlight the unique relationship

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Tactic 3: outsource all writing to a writer

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Tactic 4: outsource all design to a designer

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Free design tools and bad writing only get you so far

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And waste time

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A team helps you go the distance

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It’s time to play to your strengths

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Your role: diving in head first and making sense of the data

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This is where we get tactical

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This is where we get technical

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Data is all around us

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A lot of data is overused & commonly cited

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The answer: original data or old data with a new POV

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In short: you need to go your own way

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But it’s dangerous to go alone!

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By having a clearly defined strategy, with goals and clear directions on tactical execution – you can focus efforts and minimize the risk of failing or murky content.

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The Process in Action

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Example: WP Engine’s Shark Tank Infographic

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No, This Shark Tank

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Which provided the data for this asset

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Many Sites Cover Shark Tank

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Some were more helpful than others

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Try not to just go off of one data source

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Scrape it all, and let excel sort the rest

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It took 6 hours of searching, spidering, scraping and sorting

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Investor POV data set

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Investor POV data set

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Business POV Data Set

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Business POV Data Set

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We got our data – time for Pivot Charts

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Pivot Charts allow for visual data exploration

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@jhtscherck

A Comprehensive Guide To Excel Charts For Marketers [VIDEO] – Annie Cushing

For writing and design, we hired out for both due to bandwidth

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But provided clear instructions

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But provided clear instructions

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But provided clear instructions

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It got some coverage

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Victory!

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Victory By Scraping!

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Scraping allows for scale

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(Here Comes the Technical Stuff)

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Your Tool Belt

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Site info at scale: Screaming Frog

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Medium scale & slow: SEO Tools for Excel

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Small scale & fast: Google Docs

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Big Scale & (kinda) Technical: Outwit Hub

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Resources on Web Scraping + Data Mining

@jhtscherck

Data Scraping Guide for SEO & Analytics – Optimize SmartA Content Marketer's Guide to Data Scraping – Matthew BarbyThe ImportXML Guide for Google Docs – Dave SottimanoScraping Communities with Xpath - Matthew BarbyCreating Efficient Data Collection Systems for SEO and Social – John-Henry ScherckMining User Data in Excel with the FullContact API – John-Henry ScherckScraping Schema Markup for Competitive Intelligence – John-Henry Scherck

Limiting yourself by saying “I’m not technical” is no longer acceptable

@jhtscherck

You don’t need to be fullstack developer

@jhtscherck

But it helps to be able to read and fix front end shenanigans

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Knowing what to scrape is just as important as knowing how to scape

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Wrapping your head around scraping

@jhtscherck

Most websites are built on templates

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Those templates have unique HTML attributes that make up their structure

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Make sense of the structure, unlock the data

@jhtscherck

Chrome developer mode is really good for this

@jhtscherck

Chrome developer mode is really good for this

@jhtscherck

Chrome developer mode is really good for this

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You can dissect a site based on its architecture

@jhtscherck

And scale data collection with a refined tool set

@jhtscherck

And scale data collection with a refined tool set

@jhtscherck

Find the raw data creators relevant for your industry

@jhtscherck

Check out what others have done before

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Google Scholar + Google News

@jhtscherck

TalkWalker Alerts

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Strike when the iron is hot

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Remember to divide and conquer

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Can’t divide? Outsource!

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Don’t have the budget to outsource? Pull an all nighter! (JFDI)

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Thanks!

@jhtscherck

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