Index

Data-driven Marketing Content

ISBN: 978-1-78973-818-6, eISBN: 978-1-78973-817-9

Publication date: 19 June 2019

This content is currently only available as a PDF

Citation

Wilson, L. (2019), "Index", Data-driven Marketing Content, Emerald Publishing Limited, pp. 169-172. https://doi.org/10.1108/978-1-78973-817-920191013

Download as .RIS

Publisher

:

Emerald Publishing Limited

Copyright © 2019 by Emerald Publishing Limited


INDEX

Action words
, 118

AI. See Artificial intelligence (AI)

AlchemyText
, 39

Amplification
, 125

Answer-based content driven
, 35

Applications

Ecommerce sites and stores
, 105–108

mobile devices
, 111–114

product pages
, 108–111

voice/screenless search
, 114–117

websites
, 101–105

Artificial intelligence (AI)
, 10

clickbait
, 18

Google RankBrain
, 17–18

purpose and potential
, 17

search engine results pages
, 17–18

Audience building
, 161

Audience demographics
, 53, 65

Audience insights
, 59

Automated bid adjustment
, 16, 20

Backlink gap
, 43

Big data
, 4–6

Four V’s
, 7

fundamentals
, 6–7

Big data gulf
, 2–4

Brand usurpers
, 160

Building backlinks
, 122

Building linkable marketing content
, 36

Business content metrics
, 140

Business insights
, 7–9

Canonical tag
, 118

Channel-targeted metrics
, 140–141

Chatbot technology
, 76

Collaborative community
, 105

Common data actions
, 46–47

Community content
, 161

Complacency
, 70

Consolidating needs
, 2

Content action plans
, 61–64

creating
, 61

example
, 62–64

marketing features
, 61–62

tools
, 61

Content building data sources
, 24

Content creation framework
, 129–131

Content failure

absent storytelling
, 68

content promotion
, 69

ineffective conversion mechanisms
, 68

insufficient planning
, 67

internal emphasis
, 68

mispositioning
, 69

overlooking SEO
, 68

quality
, 69

strategic shortfalls
, 68

Content hubs
, 122–123

Content identification
, 125–129

Content management system (CMS)
, 132

Content ordering
, 112

Contextual insights
, 58

Crowdsourcing
, 100

Data analysis
, 4

Data analysts
, 160

Data assessment
, 2

Data collection
, 2

definition
, 23–24

marketing content creation
, 24

Data curation
, 162

Data discovery
, 2

Data distribution
, 3

Data-driven content

chart
, 4, 5

process
, 2–4

Data-driven ecosystem
, 82

Data ecosystem

analytics
, 11

applications
, 11–12

artificial intelligence (AI)
, 12

data sources
, 12–13

definition
, 11, 20

infrastructure
, 11

intelligent algorithms
, 12

machine learning (ML)
, 12

Data insights
, 4

Data integrity
, 3, 49

Data labelling
, 2

Data management process
, 3, 45–46, 49

Data processing
, 3

Data refinement
, 4, 49

Data scientists
, 160

Data storage
, 3

Data transformation process

audience inertia
, 51

audience observations
, 52

content action plans
, 61–64

Google Analytics (GA) (See Google Analytics (GA))

insights
, 57–61

Data usefulness
, 3

Descriptive insights
, 59

Diagnostic insights
, 60

Digital story-making
, 162

EAT
, 102

Ecommerce
, 105–108

Ego-bait
, 100

Emails
, 78, 95–98

Engagement frequency
, 163

Featured Snippet
, 118

Feedly
, 41

Framework automation
, 162–163

Free content tools
, 36–37

F-shaped content
, 107

Garbage in, garbage out (GIGO)
, 7

General Data Protection Regulation (GDPR)

Data Protection Directive 95/46/EC
, 47

definition
, 49

overview
, 47

Google
, 24–25

alerts
, 26–27

content types
, 31

discovering underperforming content
, 30–31

old content revisiting
, 30

products
, 25–26, 28–30

returning visitor metrics
, 31

sales and goal completions
, 31

Google Analytics (GA)
, 24–25

audience awareness
, 53–54

audience demographics
, 53

audience overview reports
, 52–53

audience personas
, 54–56

dimensions
, 142–145

e-commerce tracking metric examples
, 144–145

event tracking metric examples
, 144

goal conversion metric examples
, 143–144

Google Ads metric examples
, 143

interests and locations
, 53

lifetime value tracking metric examples
, 142–145

lifetime value (and cohort) tracking metric examples
, 143

marketing content reports
, 145–148

page tracking metric examples
, 144

session metric examples
, 142

Google Beacons
, 79

Google optimize (GO)
, 33–34

Google products
, 36

Google RankBrain
, 20

Hashtags
, 79

High volume data accessibility
, 4

Hyperlocal
, 161–162

In-home shopping
, 77–78

Insights

analytics
, 57

data/information
, 57

prescriptive insights
, 57–58

types
, 58–60

Integrated services
, 160

Intelligent algorithms
, 10

Internal competition
, 72

Internal links
, 121–122

Isolated content writers
, 71–72

Isolated working
, 72

Key performance indicator (KPI)
, 139

Keyword data
, 39–40

Link and authority-building metrics
, 141–142

Linkbait Title Generator
, 40–41

Logo
, 105

Machine learning (ML)
, 10

automated bid adjustment
, 16

decision tree
, 15

definition
, 13

gradient boosting
, 15

historical data
, 16

K means
, 15

linear regression
, 15

logistic regression
, 15

Naïve Bayes
, 14

paid advertising
, 16

random forest
, 15

semi-supervised learning
, 14

supervised learning
, 13

unsupervised learning
, 14

Marketing channels content
, 65

content team
, 81

data-driven ecosystem
, 82

emails
, 95–98

newsletters
, 98–99

Pay Per Click (PPC)
, 86–89

promotional plan
, 82–83

Quora
, 92–94

roadmap
, 82

Search Engine Optimisation (SEO)
, 83–86

social media
, 89

Twitter
, 89–92

Marketing content

company growth
, 153

complexity
, 153

content promotion
, 153

content writing
, 152

data visualisation
, 151

deeper insights
, 153–154

descriptive and predictive analysis.
, 151

gap fulfilment
, 152

human
, 156–159

human/computer collaboration
, 159–163

increased engagement
, 154

integrated insights
, 152

interactive content
, 154

Internet
, 151

machines
, 151–154

performance gains
, 154

prescriptive data opportunities
, 151–152

resurfacing content
, 154

seamless content workflows
, 152

story-making
, 153

volume
, 152–153

Marketing medium
, 79

Measurement insights
, 58

Micromanagement
, 71

Mobile devices
, 111–114

Mobile friendliness
, 124

Multiplier effect
, 100

Natural Language Processing (NLP)
, 116–117

New content identification
, 34–35

Newsletters
, 98–99

Novelty and curiosity insights
, 58–59

Objectives and Key Results (OKRs) settings
, 136–138

Offline
, 73–74

Online
, 73–74

ordering
, 77–78

Opportunity
, 2

Paid advertising
, 16, 20

Paid content tools
, 41–42

Pay Per Click (PPC)
, 74–76, 86–89

Persistent footer section
, 107

Personas
, 54–56, 64

Podcasts
, 124

Power words
, 118

PPC. See Pay Per Click (PPC)

Predictive insights
, 60

Prescriptive insights
, 59

Product pages
, 108–111

Qualitative data
, 19

Quality
, 123

Quantitative data
, 19–20

Quora
, 40, 92–94, 100

Refinement insights
, 59

Refreshing data
, 120

Reorganise modules
, 124–125

Re-pitching articles
, 120–121

Revenue metrics
, 140

Revise headings
, 122

Schema.org
, 118

Search Engine Optimisation (SEO)
, 83–86

Search engine results pages (SERPs)
, 20

SEMRush
, 43–44

Setting benchmarks

channel benchmarks
, 135

competition benchmarks
, 134

data benchmarks
, 134

external benchmarks
, 134

general (content type) benchmarks
, 134–135

internal benchmarks
, 133–134

market share benchmarks
, 135

qualitative benchmarks
, 134

Shareability
, 121

Social media
, 76–77, 89

Specificity insights
, 58

Stakeholder and alignment insights
, 59

Storytelling
, 162

Suggested search (Google)
, 132

Technology
, 70–71

Text migration
, 161

Time restrictions
, 70

Topical blindness
, 71

Topic research
, 43

Trust signals
, 106

Twitter
, 89–92

URL structures
, 123–124

Usability
, 122

UTM tracking code
, 100

Value-based clustering
, 163

Value stack
, 7–9

Variety
, 7

Velocity
, 7

Veracity
, 7

Visualisation insights
, 59

Visuals
, 125

Voice/screenless search
, 114–117

Volume
, 7

Webinars
, 124

Websites
, 101–105

Workflows
, 78

YMOYL
, 102