The very basics of this method require you get a list of all your content together - that’s URLs, titles, author, categories, etc. Let’s go! Create a database of all your content In this post, I’m going to show you how we do all of this at Process Street, including how we populate the information, how we combine it with automation, and how we filter the records to get insights into our data.īut to start, you need to get all of your posts into Airtable. A list of all the keywords we rank for, mapped against the URLs in post info.All tweets that mention us and the handles of people who talk about us on Twitter.A list of everyone we’ve ever mentioned in our content, with a checkbox that fires their info to our CRM.A ‘post info’ table, with keywords, share count, link count, categories, mentioned contacts, etc.To summarize the entire database that I’m about to explain, that’s: Here’s what we’ve ended up with after implementing this system:Ī database is ridiculously difficult to show in a gif, but what you’re seeing there is the table that summarizes data from the rest of the base, and can be filtered to show things like post by popularity, post by domain, post by author, and who we linked to inside that post. Zapier (an integration platform to send data between any number of the 700+ apps they integrate with)Īll of these tools either have a free version or a free trial, so you can start building out your blog’s content asset database today and start getting smarter about what you write and promote.Ahrefs (a tool to track backlinks and shares).Airtable (a cloud-based database app for storing your content data).The ability to pull up a list of priority posts and keywords for backlinking.Have a big list of posts to load up into your social media scheduler. Organize your media contacts into categories to easily get a list of who to pitch your ideas to.Keep a record of everyone who shares your content so you know who your biggest promoters are.Track all your content, guest posts, mentions, search rankings, and organize them by popularity, position, etc.In this post, I’m going to explain how we solved our marketing data centralization misery with Airtable, and how you can do the same. Before the CAT table, the marketing team’s employee count and output was growing at such a pace that we’d gone off the rails. Previously, we found ourselves linking back to whatever random posts we remembered instead of making metrics-driven decisions alongside SEO data and keywords.Īnd, for blogger outreach, we were just making temporary spreadsheets of contacts and pasting them into our CRM instead of keeping track of who we linked to, where we linked to them, and whether or not we’ve contacted them yet. Since using the CAT table in early 2016, we’ve seen key marketing metrics such as referring domain count rapidly: Now, it’s just a case of going into the CAT table, finding the right view or applying the right filters, and getting the data on-screen in seconds. We used to manage this kind of data inside Google Sheets, or with 50 different Trello boards… The answers to these questions before we created our Content Asset Tracking (CAT) table in Airtable, was either “no idea” or “let me spend an hour dragging up the report from various sources”. Which keywords were we ranking for, and which needed more promotion? Which posts had the most shares and backlinks? Who’s sharing and linking? How many posts had we written for the Process Street blog? How many guest posts did we have on other sites? So, what if you could compile it all into one database that integrates with over 750 other apps, lets you sort the data into views to generate reports, and acts as the ‘single source of truth’ for your marketing team?Īs our marketing team grew along with our blogging output and backlink count, we found we were losing track of exactly what assets we had. No one wants to waste time on data entry, but everybody wants a place to store their content marketing data for analysis (and tons of cool automations). That kind of setup can leave you in the dark, or constantly spending time updating your records manually. Are you using a messy network of spreadsheets and software to hold reports and get insights on your content marketing?
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