[PODCAST] How to Use Data to Improve your Content Marketing Results

How to Use Data to Improve your Content Marketing Results


JSB Talks Digital Podcast #88

JSB Talks Digital is a weekly digital marketing and social media podcast hosted by author, strategist, consultant, speaker and trainer Joanne Sweeney-Burke. Each Friday Joanne shares her digital marketing and social media insights from her work as CEO of Digital Training Institute. 

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In this episode #88, I discuss the role of data in content marketing.

Coming up in today’s show:

  • In Social Media News
    • Carousel ads for Instagram Stories
    • Snapchat update causing snap confusion
    • Instagram tests new feature to share other people’s posts to Stories
  • I interview Yva Yorston of Content Boost
  • In Shoutouts, Three Data Tools to Help you Better Understand Content Marketing
  • Ask JSB
  • In JSB’s column, Content for Customers Wins Every Time
  • Find out what social media tool saved my working week

Listen now:

LISTEN: How to Use Data to Improve your #ContentMarketing Results | #JSBTalksDigital #Podcast Click To Tweet


Social Media News

Carousel Ads for Instagram Stories

Instagram has released Carousel Ads for Instagram Stories. The new feature allows advertisers to have up to three pieces of media per Stories ad, before it was just one.

Carousel Ads for Instagram Stories acts in the same way as other Stories content, meaning you can tap through, swipe back and forth or pause the content whenever you’d like.

Now with two additional pieces of media, advertisers can add depth to their storytelling in the same way the community does today.

Already, Gap (@gap) is tapping into Carousel Ads for Instagram Stories to incorporate native elements—like pinning and drawing tools—and using the additional space to highlight more of their campaign.

Instagram says:

“To learn how the community and brands engage with this new ad format, we’re starting with a limited set of global advertisers such as Coca-Cola (@cocacolamx), Renault (@renault_france) and Paramount (@paramountpics). We’ll share more when Carousel Ads for Instagram Stories is more widely available.”


Snapchat update causing snap confusion

Snapchat has rolled out a major new update much to the annoyance of users.

You now have to swipe right on the camera screen to access your friends’ Stories, and swipe left on the camera screen to access Stories from publishers and creators.

Snapchat Update

Source: Variety

Snapchat has called the new Stories page the “dynamic Friends page”, adding that it displays your Snapchat friends “based on the way you communicate” with them.

“You can think of it as a more sophisticated Best Friends algorithm that makes it easier to find the friends you want to talk to, when you want to talk to them,” the company said.  

“We’ve all had the frustrating experience of scrolling endlessly through our Chats to find the right person – now your Friends will be listed in the order that you want to talk to them.”

“It might take a little while for the Friends page to learn the best way to display your Friends, but the results are worth it.”

On the opposite side of the camera screen – where Stories used to be – is the new Discover page.

“Your subscriptions live at the top, followed by other Stories you might be interested in watching,” Snapchat said. “Over time, Discover will become uniquely personalized for you. While the Stories on Discover are personalized algorithmically, our curators review and approve everything that gets promoted on the page.”


Instagram tests new feature to share other people’s posts to Stories

Instagram has confirmed to TechCrunch that it’s testing an option that lets you share public feed posts from other users to your Story. This could let you add commentary and overlaid stickers to a meme, celebrity post or even a friend’s photo.

Source: TechCrunch

For privacy, users with public accounts can go to their Settings to turn off the ability for others to re-share their posts.

Even if you don’t have the re-share option yet, you can still find the privacy setting now. Then again, people could still just screenshot their posts.


Interview with Yva Yorston

Yva Yorston

In this episode, I interview Yva Yorston, founder of Content Boost.

Her company provides content marketing strategy, blog management and coaching to SMEs and solo entrepreneurs. Starting her career as a virtual assistant, Yva soon realised that her own blogging skills could add value to a new customer base.

Find out more about Yva and Contest Boost:

Content Boost

PODCAST: @contentboostuk on how to use data to improve your #ContentMarketing results | #JSBTalksDigital Click To Tweet

Listen to my interview with Yva:

One of my favourite quotes from our chat:

“If you have been creating content for a while, it is easy to veer off track. By regularly revisiting the data on how your content is performing, you can ensure that you create content that resonates with your target audience and aligns with your goals.”


Shout-Outs: Three Data Tools to Help you Understand Content Marketing

In this part of the show I give shoutouts to brands, organisations or individuals whose work online is remarkable and worth talking about.

In this episode, I’m sharing three data tools to help you better understand content marketing.  

Google Analytics

Google Analytics

Google Analytics gives comprehensive demographic data about your audience. It measures engagement, helps you determine which topics are most liked, and identifies where the audience is coming from. You can rely on Google Analytics to measure the effectiveness of your social media marketing efforts, as well as your other custom campaigns.



Scoop It!

Free for personal use with the ability to upgrade, Scoop.it is a content curation and analytical tool used by over 1.2 million people and companies.

Basically, its own network publishes and shares your posts and plugs into any mainstream social tool (like Buffer).

Analytically, Scoop.it measures your views, visitors, comments, and shares per day, and integrates with Google Analytics. Its guide centre offers product guides, case studies, demos, and FAQs on how to use this extensive tool.




Followerwonk analyses a Twitter account’s followers and tweets to present a range of information useful for targeted marketing.

The data is broken into charts that make for a simplified graphical representation. Followerwonk also allows you to figure out most-used hashtags for an account as well as optimal times for tweeting (when most of the followers are active on Twitter).

Three data tools to help you better understand #ContentMarketing | #JSBTalksDigital #Podcast Click To Tweet



In this part of the show I bring the voice of my listeners onto the podcast.

In this week’s Ask JSB, Sinead asks:

 How much content is enough?

Tune in to listen to my answer to Sinead’s question.

How much content is enough? Find out in episode 88 of #JSBTalksDigital | #Podcast #AskJSB Click To Tweet

Don’t forget if you have a burning social media or digital marketing question, simply click on digitaltraininginstitute.ie/askjsb and leave me a voicemail. You can also send me your question on any of our social networks.


JSB’s Column: Content for Customers Wins Every Time

JSB Profile Pic

In today’s JSB column, I’m going to remind you of the importance of producing content for your customers.

  • Content sparks conversation
  • Content sets you apart from your competitors
  • Content positions you as the expert
  • Content helps your customers find you
  • Content drives traffic to your website helping you convert

If you would like to hire JSB to help you develop your content marketing strategy then get in touch! Simply drop me an email to [email protected].

The importance of producing #content for your customers | #JSBTalksDigital #Podcast #ContentMarketing Click To Tweet


Social Media Tool of the Week: Addvocate

AddvocateThe tool that saved my working week this week is Addvocate.

Addvocate gives you data about the people who share your content the most on the largest number of social channels.

Such data can be invaluable for the creation of strong and effective content. Working with the top influencers and the individuals who are most committed to doing content marketing will drive up engagement and ultimately affect the online reputation of your company.

Addvocate also provides data about which content has been shared the most and which channels have produced the highest audience response. Apart from enabling enterprise sharing, this tool is great for figuring out what the audience wants and which social network is the best one for reaching the right crowd.

Find out more at http://addvocate.com/


I love feedback

I’d love to know what you think about this episode. So please get in touch by commenting below or tweet me @tweetsbyJSB or send me a snap to @jsbsnaps.

Review JSB Talks Digital on iTunes


Listen: JSB Talks Digital Episode #88

I would like to thank Eoghan Murphy aka The Galway Gamer for producing my podcast series and to Flirt FM on the campus of NUI, Galway where I am based for the use of their studio.

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