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Leverage public data to improve content marketing outcomes

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Publishers prefer pitches that demonstrate accuracy and authoritativeness

Recently I’ve seen people mention the difficulty of generating content that can garner massive attention and links. They suggest that maybe it’s better to focus on content without such potential that can earn just a few links but do it more consistently and at higher volumes.

In some cases, this can be good advice. But I’d like to argue that it is very possible to create content that can consistently generate high volumes of high-authority links. I’ve found in practice there is one truly scalable way to build high-authority links, and it’s predicated on two tactics coming together:

  1. Creating newsworthy content that’s of interest to major online publishers (newspapers, major blogs or large niche publishers).
  2. Pitching publishers in a way that breaks through the noise of their inbox so that they see your content.

How can you use new techniques to generate consistent and predictable content marketing wins?

The key is data.

Techniques for generating press with data-focused stories

It’s my strong opinion that there’s no shortcut to earning press mentions and that only truly new, newsworthy and interesting content can be successful. Hands down, the simplest way to predictably achieve this is through a data journalism approach.

One of the best ways you can create press-earning, data-focused content is by using existing data sets to tell a story.

There are tens of thousands — perhaps hundreds of thousands — of existing public datasets that anyone can leverage for telling new and impactful data-focused stories that can easily garner massive press and high levels of authoritative links.

The last five years or so have seen huge transparency initiatives from the government, NGOs and public companies making their data more available and accessible.

Additionally, FOIA requests are very commonplace, freeing even more data and making it publicly available for journalistic investigation and storytelling.

Because this data usually comes from the government or another authoritative source, pitching these stories to publishers is often easier because you don’t face the same hurdles regarding proving accuracy and authoritativeness.

Potential roadblocks

The accessibility of data provided by the government especially can vary. There are little to no data standards in place, and each federal and local government office has varying amounts of resources in making the data they do have easy to consume for outside parties.

The result is that each dataset often has its own issues and complexities. Some are very straightforward and available in clean and well-documented CSVs or other standard formats.

Unfortunately, others are often difficult to decode, clean, validate or even download, sometimes being trapped inside of difficult to parse PDFs, fragmented reports or within antiquated querying search tools that spit out awkward tables.

Deeper knowledge of web scraping and programmatic data cleaning and reformatting are often required to be able to accurately acquire and utilize many datasets.

Tools to use

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Charge Your Phone Wirelessly With 50% off a Multifunctional LED Lamp

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Best Tech DealsBest Tech DealsThe best tech deals from around the web, updated daily.

White Wireless Charge Lamp | $18 | Amazon | Clip coupon + code ABC88699
Black Wireless Charger Lamp | $20 | Amazon | Promo code ABC88699

When you’re ready to turn in for the night, you don’t want to forget to charge your phone— especially if your mobile device doubles as your alarm clock.

With this wireless charger lamp, you can make this crucial step of your nightly routine even easier by just setting your phone on the wireless charging pad and… well, that’s all there is to it!

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Other functions include multiple lighting modes as well as a sleep timer option for auto shut-off of the light after 30 or 60 minutes.

This lamp can be yours in white for $18 if you clip the coupon on Amazon (it’s below the original $40 price) and add promo code ABC88699 at checkout.

You can snag the black version for $20 using the same code—no coupon though, sorry.

Don’t sleep on this deal! Who knows how long stock or the coupon code will last?

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Keep That Hotdish Hot With 65% Off a Luncia Casserole Carrier, Only $11 With Promo Code

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Best Home DealsBest Home DealsThe best home, kitchen, smart home, and automotive deals from around the web, updated daily.

Luncia Double-Decker Dish Carrier | $11 | Amazon | Promo code SDDU9S7F

It has been a long time since the days we could safely have a potluck or other gatherings, but we have a fantastic deal perfect for once those times return. These double-decker Luncia dish carriers can be had for 65% off when you add promo code SDDU9S7F at checkout and clip the coupon on the site (it’s just below the price). These holders fit 9″x 13″ sized baking dishes.

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That means you can insulate and keep two dishes of food warm for only $11 instead of $30. What’s more, your Luncia carrier will arrive by Christmas if you order today as a Prime member.

Just add promo code SDDU9S7F and clip the 5% off coupon to bring the price down to $11 for the blue or the grey option.

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Grab this offer while it’s still around!


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Conquer Your Pup’s Dander and Fur With $700 Off a Cobalt or Charcoal Bobsweep PetHair Plus Robot Vacuum

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Best Home DealsBest Home DealsThe best home, kitchen, smart home, and automotive deals from around the web, updated daily.

Bobsweep PetHair Plus Robot Vacuum & Mop (Cobalt) | $200 | Best Buy

Bobsweep PetHair Plus Robot Vacuum & Mop (Charcoal) | $200 | Best Buy

Allergies can be bad enough as the seasons change. Don’t let pet hair and dander add to that by vacuuming it up early and often. That chore is easier said than done— unless you have a robot vacuum to do the work for you. This lovely bright cobalt Bobsweep PetHair Plus robot vacuum and mop, only $200 today at Best Buy seems like an ideal option. That’s a whopping $700 off, by the way.

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You can get the same deal for the charcoal version of the robot vac, too. This model is not only specially made for picking up pet hair, it self docks and charges when it’s finished with the work.

It also comes with a mop attachment, so it can take care of those kitchen floors for you as well. Grab it while it’s still available for this fantastic price!

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