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