My deck from SEMPDX Searchfest

1. Getting Shareable Content Out the Door Quickly with Data
Scraping, Team Work & Outsourcing
@jhtscherck

2. Brief Intro
@jhtscherck

3. Who: John-Henry Scherck
@jhtscherck

4. Who: John-Henry Scherck
@jhtscherck

5. What: Web Strategist (Marketing & Ad Tech)
@jhtscherck

6. Why: Traffic, Lead, and User Acquisition
@jhtscherck

7. Where: WP Engine
@jhtscherck

8. How: Automation & Outsourcing
@jhtscherck

9. Let’s Jump In
@jhtscherck

10. 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.

11. We’ve all been there
@jhtscherck
What I really mean is, we
haven’t identified our business
or technical needs or defined a
single KPI.

12. Just doing “content” will get you killed
@jhtscherck
We’re just going to make some
stuff that is similar to what are
competitors are doing and see
what sticks.

13. Here’s how it should sound
@jhtscherck

14. Music to a c-levels ears
@jhtscherck
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.

15. What every marketer should be asking
@jhtscherck
What are we trying to
accomplish and what’s the
best medium and message to
get us there?

16. What every marketer needs to be saying (and doing)
@jhtscherck
We going to measure
everything.

17. G.S.O.T. Framework
@jhtscherck
•A goalis 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.

18. Everything starts with a goal
@jhtscherck

19. Example goal: mainstream visibility for your brand
@jhtscherck

20. Strategy: create one piece of shareable content
@jhtscherck

21. Objective: earn mainstream and industry publisher placements
@jhtscherck

22. Tactic 1: create unique data set that exposes a new relationship
@jhtscherck

23. Tactic 2: chart the data to highlight the unique relationship
@jhtscherck

24. Tactic 3: outsource all writing to a writer
@jhtscherck

25. Tactic 4: outsource all design to a designer
@jhtscherck

26. Free design tools and bad writing only get you so far
@jhtscherck

27. And waste time
@jhtscherck

28. A team helps you go the distance
@jhtscherck

29. It’s time to play to your strengths
@jhtscherck

30. Your role: diving in head first and making sense of the data
@jhtscherck

31. This is where we get tactical
@jhtscherck

32. This is where we get technical
@jhtscherck

33. Data is all around us
@jhtscherck

34. A lot of data is overused & commonly cited
@jhtscherck

35. The answer: original data or old data with a new POV
@jhtscherck

36. In short: you need to go your own way
@jhtscherck

37. But it’s dangerous to go alone!
@jhtscherck

38. 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.
@jhtscherck

39. The Process in Action
@jhtscherck

40. Example: WP Engine’s Shark Tank Infographic
@jhtscherck

41. No, This Shark Tank
@jhtscherck

42. Which provided the data for this asset
@jhtscherck

43. Many Sites Cover Shark Tank
@jhtscherck

44. Some were more helpful than others
@jhtscherck

45. Try not to just go off of one data source
@jhtscherck

46. Scrape it all, and let excel sort the rest
@jhtscherck

47. It took 6 hours of searching, spidering, scraping and sorting
@jhtscherck

48. Investor POV data set
@jhtscherck

49. Investor POV data set
@jhtscherck

50. Business POV Data Set
@jhtscherck

51. Business POV Data Set
@jhtscherck

52. We got our data – time for Pivot Charts
@jhtscherck

53. Pivot Charts allow for visual data exploration
@jhtscherck

54. @jhtscherck
A Comprehensive Guide To Excel Charts For Marketers [VIDEO] – Annie Cushing

55. For writing and design, we hired out for both due to bandwidth
@jhtscherck

56. But provided clear instructions
@jhtscherck

57. But provided clear instructions
@jhtscherck

58. But provided clear instructions
@jhtscherck

59. It got some coverage
@jhtscherck

60. Victory!
@jhtscherck

61. Victory By Scraping!
@jhtscherck

62. Scraping allows for scale
@jhtscherck

63. (Here Comes the Technical Stuff)
@jhtscherck

64. Your Tool Belt
@jhtscherck

65. Site info at scale: Screaming Frog
@jhtscherck

66. Medium scale & slow: SEO Tools for Excel
@jhtscherck

67. Small scale & fast: Google Docs
@jhtscherck

68. Big Scale & (kinda) Technical: Outwit Hub
@jhtscherck

69. Resources on Web Scraping + Data Mining
@jhtscherck
Data Scraping Guide for SEO & Analytics – Optimize Smart
A Content Marketer's Guide to Data Scraping – Matthew Barby
The ImportXML Guide for Google Docs – Dave Sottimano
Scraping Communities with Xpath - Matthew Barby
Creating Efficient Data Collection Systems for SEO and Social – John-Henry Scherck
Mining User Data in Excel with the FullContact API – John-Henry Scherck
Scraping Schema Markup for Competitive Intelligence – John-Henry Scherck

70. Limiting yourself by saying “I’m not technical” is no longer acceptable
@jhtscherck

71. You don’t need to be fullstack developer
@jhtscherck

72. But it helps to be able to read and fix front end shenanigans
@jhtscherck

73. Knowing what to scrape
is just as important as
knowing how to scape
@jhtscherck

74. Wrapping your head around scraping
@jhtscherck

75. Most websites are built on templates
@jhtscherck

76. Those templates have unique HTML attributes that make up their structure
@jhtscherck

77. Make sense of the structure, unlock the data
@jhtscherck

78. Chrome developer mode is really good for this
@jhtscherck

79. Chrome developer mode is really good for this
@jhtscherck

80. Chrome developer mode is really good for this
@jhtscherck

81. You can dissect a site based on its architecture
@jhtscherck

82. And scale data collection with a refined tool set
@jhtscherck

83. And scale data collection with a refined tool set
@jhtscherck

84. Find the raw data creators relevant for your industry
@jhtscherck

85. Check out what others have done before
@jhtscherck

86. Google Scholar + Google News
@jhtscherck

87. TalkWalker Alerts
@jhtscherck

88. Strike when the iron is hot
@jhtscherck

89. Remember to divide and conquer
@jhtscherck

90. Can’t divide? Outsource!
@jhtscherck

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

92. Thanks!
@jhtscherck

93. Photo Source
Kitchn Timer 2
Robots – 1
Funnel of Water
Automation Robots
Decision maker guy
Goals
Eclipsed Eye
charts
Direction
Waste of Time
The artist
weight lifting
Rice Rabbit
Overflow
D3 Image
Creator Touch
1959 RCA Victor Dual Speaker Filteramic Tube Radio
Gutenbergs Druckerpresse
Life is Sharing
Gundam RX78
Organized drill bits
Writer’s Block
Easy Street
Crab
The most beautiful spider I have never seen
RAWK chart
The Fix Is In
Trying To Grok
Construction Workers on a Break, Rockefeller Plaza Lobby Picture
NYC NY
porcelain glove molds
Miner-- front
Grabber machines // Jeu des pinces
Stand Out from The Crowd Unique Golf Tee Game September 19,
20119
Carbon Concentration and Average Surface Temperature Chart
Google-data-Center
Wasted Hours
Ottawa Technical School students studying to become radio
technicians and mechanics with the R.C.A.F / Des étudiants de
l'école technique d'Ottawa étudient pour devenir techniciens radio
ou mécaniciens dans l'Aviation royale du Canada
Writers Block (13)
The Leader vs. Sinestro (14/365)
Sherpa porters
Divvy up
Forex Money for Exchange in Currency Bank
Jenn Scraping
Structure and Clarity
Da Vinci Code Cryptex HDR
Not so 1337 now are we?
Swiss Army Knife
Fibonacci Cones
Fleetwood Mac - Rumours by pixbymaia
Multiparty growth strategy – Chain
Blacksmith , Safranbolu
Prism
Artist in Las Ramblas, Barcelona
Biggie
Steak Tartare
Nomadic Lass
Historic Mazda Race Cars at Mitty 2011 071
Artist
Thank You
@jhtscherck