Almost Timely News, 12 December 2021: Content Reuse, 12 Days of Data :: View in Browser
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What’s On My Mind: Intelligent Content Reuse
Want to know a useful, helpful trick for making the most of the end of the year (or any time of year, really), content-wise? Gather up your best content and bundle it up for your audience.
For example, every year, I gather up the cold opens (this first section of my newsletter) for the entire year and publish it as an eBook. The amount of extra effort this requires is negligible compared to the act of actual content creation.
How do you do this? It depends on what content you have, but here are a couple of thought starters.
- If you have a newsletter like this, and you publish frequently (weekly or more often), then simply publish the archive as a collected eBook. You can organize by topic or by date.
- If you have a series of YouTube videos or podcasts, consider having them transcribed if you don’t already and then assemble that as an eBook, again by date or by topic.
- You can also do a retrospective episode, reviewing the content you created during the year and providing links and such back to the original episodes.
- If you have a blog, pull a report like this in Google Analytics:
As an aside, this is why I keep the year and month in the URL of my blog posts. Even though lots of folks say not to do that, it makes analytics and reporting a lot easier.
Pull this report – just a simple list of your content sorted by pageviews in declining order – then bundle them up as a publication.
Why would you do this? Wouldn’t people get bored or upset with you for sharing stuff they’ve already seen? Maybe. But there’s a good chance they haven’t seen it. Take a look at your analytics, especially for social media:
It’s safe to say that not everyone is seeing everything – or even the majority of people. Above, we see that 1,540 people saw this tweet – out of a following of over 90,000 people. Fears that your audience will get bored of content they’ve already seen are largely unfounded; as long as your content is GOOD, people will welcome it.
Use these summary tactics as often as makes sense for your business. If you’re a high-volume publisher of content, you could even do this every quarter or even every month. Certainly, as we wind down 2021, this is an easy, fast way to gather up existing content and make sure it’s in front of your audience again.
Look for the Almost Timely version of this in the coming weeks 🙂
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ICYMI: In Case You Missed it
If I had to suggest only one of these articles to read from this week, it would be the first two entries in our 12 Days of Data 2021 edition. I put this series together every year and it’s always an eye-opening delight to see the year in review from a data perspective. Here are the first two entries in the series.
- 12 Days of Data 2021, Day 1: Instagram for Brands
- 12 Days of Data 2021, Day 2: Instagram for Influencers
- Stop Using Artificial Intelligence For Human Intelligence Problems
- So What? Analytics Ask Us Anything
Skill Up With Free Classes
These are just a few of the free classes I have available over at the Trust Insights website that you can take.
- Fundamentals of Marketing Analytics (new!)
- How to Think About Google Analytics 4 (new!)
- Proving Social Media ROI
- Paradise by the Analytics Dashboard Light: How to Create Impactful Dashboards and Reports
- How to Deliver More Value as an Agency
Thank You Notes
These are the places you’ve had or mentioned me – on your podcast, on your blog, in your newsletter. Thank you!
- Listen to your customers, advises Christopher Penn, Co-Founder and Chief Data Scientist at TrustInsights.ai
- Content Marketing Analytics 101 (YouTube)
- Data-Driven PR with Prezly (YouTube)
- Diving into Data for Marketers – A.I., Google Updates, and More
- Hold ’em or Fold ’em? Using AI to Evaluate Your Marketing Effectiveness | Featuring Chris Penn
What I’m Reading: Your Stuff
Let’s look at the most interesting content from around the web on topics you care about, some of which you might have even written.
Social Media Marketing
- Social Media Trends 2022 via Talkwalker
- The 2022 Hashtag Holidays to Use in Your Content Strategy via Sprout Social
- 9 Social Media Goals to Help Keep Your Strategy on Track
Media and Content
- Content Marketing Planning for 2022: 5 Trends to Know
- Here Are 5 Useful Applications of AI for Content Marketers
- 100 Content Marketing Trends and Predictions for Success in 2022
SEO, Google, and Paid Media
- Tag Pages & Content Tagging For SEO: A Complete Guide
- 10 Advanced SEO Tips & Techniques You Need To Know
- Zero click search: the new consumer comfort zone via Search Engine Watch
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Tools, Machine Learning, and AI
- Here Are 5 Useful Applications of AI for Content Marketers
- A Beginners Guide to End to End Machine Learning via KDnuggets
- The limitations of scaling up AI language models via VentureBeat
Analytics, Stats, and Data Science
- A third of CMOs don’t trust their marketing data – or their analysts via Agility PR Solutions
- Leveraging Exploratory Data Analysis (EDA) to Operationalize Your ML Pipeline via Data Science Central
- What Does a Data Scientist Do? via KDnuggets
All Things IBM
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If you enjoy my videos, like You Ask, I Answer, Do Something With Your Marketing, Saturday Night Data Party, and many others, then consider using the platform I use to edit and publish them: Techsmith Camtasia. Camtasia is just the right balance between too easy and inflexible, like iMovie, and absurdly complex and expensive, like Adobe Premiere. It’s got just the right features, from subtitle editing to all the usual transitions and special effects, and it’s a desktop app, so there’s none of this crazy trying to “edit in the cloud” (which is insane for video production). If you need to produce videos, screencasts, and even animations, give Camtasia a try.
Good Reads, Long Reads, Interesting Stuff
- Liquid hydrogen-powered plane may cross Atlantic with zero emissions via Metro News
- Double-Decker Seats May Soon Revolutionize Economy Flights
- Techmeme: Twitter is testing a new process for reporting harmful tweets that lets US users describe what happened, and will use this data to improve its responses (Taylor Hatmaker/TechCrunch)
Fun, Games, and Entertainment
- Consumer spending on mobile apps and games to reach $133 billion by year’s end via TechSpot
- Assassin’s Creed Valhalla update improves performance, but the entire game must be reinstalled via TechSpot
- Texas Chainsaw Massacre is coming as a multiplayer horror game for PC/consoles via VentureBeat
Economics, Politics, Environment, and Society
- Stock price using LSTM and its implementation via Analytics Vidhya
- How COVID has Impacted the Data Economy, and Whats to Come via ReadWrite
- A dot-com style unwind of big tech stocks is coming on the heels of a Fed rate hike and investors should sell now before the looming crash, Bank of America says via Markets Insider
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How to Stay in Touch
Let’s make sure we’re connected in the places it suits you best. Here’s where you can find different content:
- My blog – daily videos, blog posts, and podcast episodes
- My YouTube channel – daily videos, conference talks, and all things video
- My company, Trust Insights – marketing analytics help
- My podcast, Marketing over Coffee – weekly episodes of what’s worth noting in marketing
- My second podcast, In-Ear Insights – the Trust Insights weekly podcast focused on data and analytics
- On Twitter – multiple daily updates of marketing news
- On LinkedIn – daily videos and news
- On Instagram – personal photos and travels
- My free Slack discussion forum, Analytics for Marketers – open conversations about marketing and analytics
Events with links have purchased sponsorships in this newsletter and as a result, I receive direct financial compensation for promoting them.
Advertisements in this newsletter have paid to be promoted, and as a result, I receive direct financial compensation for promoting them.
My company, Trust Insights, maintains business partnerships with companies including, but not limited to, IBM, Cisco Systems, Amazon, Talkwalker, MarketingProfs, MarketMuse, Agorapulse, Hubspot, Informa, Demandbase, The Marketing AI Institute, and others. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which Trust Insights may receive indirect financial benefit, and thus I may receive indirect financial benefit from them as well.
Thanks for subscribing and reading this far. I appreciate it. As always, thank you for your support, your attention, and your kindness.
See you next week,
Christopher S. Penn