Rohin Dhar, Priceonomics

1. @newscred
Keynote: Backed with Data – How We Can
Use Data to Create Compelling Content
Rohin Dhar, Founder + CEO,
Priceonomics

2. How to turn data into
great stories.

3. What is Priceonomics
We help companies turn
their data into content
marketing that spreads

4. What are your goals?
• Press hits
• Traffic
• SEO
• Become an “industry expert”
• Customer leads
Make, Measure & Distribute

5. Interesting
Information
Information that
helps your
company
Why does content marketing fail?

6. Information is currency
Helps a
reporter
Helps you
out
Doesn’t help you
out
Creates work
for the
reporter
Traditional
PR
Information
Marketing
PR crisis
Investigative
report

7. Information
Data
Industry
Stories

8. What is a data story?
“Bookings at Trump Hotels Plummet”

9. The key questions
What interesting data is a byproduct of your
business?
What do you know that is valuable to other
people?
Will it help journalists do their jobs of
producing popular content?

10. Data: 40 hours per article
What are some common themes of data stories?

11. Variation & Ranking

12. A trend people care about
Ah, San Francisco is so expensive!

13. Confirming an existing bias
Give people data for a story they are looking to say.

14. Distribution: chasing “The Bump”
• Nothing happens at all till a critical mass of
people see it
• The Bump happens
• Everything good that can possibly happen
from that content, will happen after that

15. Content Distribution Channels
• Journalists: 50 journalists who’d be
interested in your content
• Supernodes: Reddit, Hacker News, Digg,
Metafilter, Product Hunt
• Roundups: NextDraft, MediaREDEF
Before you start writing, decide what channel

16. Measure everything: success breeds success
Traffic, links, shares, conversions

17. The checklist
• Will this be newsworthy and help journalists
do their jobs?
• What channel will this be popular on?
• What’s the one nugget people can take
away?

18. Questions?
rohin@priceonomics.com

19. @newscred
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