Rohin Dhar, CEO of Priceonomics, teaches how to create content based on your data and finding distribution channels to make it spread.

2. What is Priceonomics
We make data-driven
content that spreads
Free content promotes $ information

3. What are you goals?
• Press hits
• Traffic
• SEO
• Become an “industry expert”
• Customer leads
Make, Distribute & Measure

4. Interesting
Information
Information that
helps your
company
Why is every company blog
terrible?

5. Information is currency
Helps a
reporter
Helps you
out
Doesn’t help you
out
Creates work
for the
reporter
Traditional
PR
Information
Marketing
PR crisis
Investigative
report

6. Information
Data
Industry
Stories

7. Data: 40 hours
100% worth it in terms of press mentions, traffic, leads

9. Industry: What do you know that is
valuable to others?

10. Everything fits a story

11. Chasing “The Bump”
• Nothing happens at all till a critical mass of
people see it
• The Bump happens
• Everything good that can possibly happen
from that content, will happen after that

12. Spreading Information: Journalists
• 50 journalists who’d be interested in your content
• Craft your pitch to them in a short email
• Then start writing your article
• Then send them all an short, individualized
message
• It just takes one

13. Spreading Information: Supernodes
• Reddit, HN, Digg, Metafilter, Product Hunt,
NextDraft, MediaREDEF
• Your own audience (email lists, twitter, fb)
Key point: anticipate where your content
will be popular before you start writing it.

14. Social Networks
• Nothing happens on Social Networks until you
already have The Bump
• Social networks = Facebook for traffic, Twitter for
Journalists
• Before you write: Why will someone share this?
What will they say about it?
Your content is on equal footing

15. Process
• Start with good ideas
• Hiring: pay people to write for you first
• Anything that can be misinterpreted, will be
misinterpret. Edit carefully. Any mistakes will
be found.
• Measurement matters

18. Implementation Plan
• Make one good thing, don’t write everyday
• Success is addictive – Measure everything
and celebrate the wins
• Have a plan for distribution
• Make good things and have people in place
that can succeed