A Data-Driven Approach to Content Marketing

Education

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  • 1. @adrianvender#CMWorld“A Data-Driven Approach to Content Marketing”Adrian VenderDirector of AnalyticsInternet Marketing Inc.@adrianvender
  • 2. @adrianvender#CMWorldA brief review of the start
  • 3. @adrianvender#CMWorldPersonasUnderstanding your audience is critical for content marketing success.Check out Mike King’s Mozpost on the art and science of persona development... All in the key of Smurfs!@iPullRankhttp://moz.com/blog/personas-understanding-the-person-behind-the-visit
  • 4. @adrianvender#CMWorldContent Types and KPIshttp://www.internetmarketinginc.com/art-science-measuring-roi-content-marketing/Choose the right content based on your audience needs, and select proper KPIs based on stage and content type.Check out IMI’s guide for more info.
  • 5. @adrianvender#CMWorldLet’s Start Promoting!!
  • 6. @adrianvender#CMWorldWhere did your users come from?
  • 7. @adrianvender#CMWorldUTM TaggingFor any links shared on social media, email,non-browser environments...You mustadd UTM tags to your URLS.
  • 8. @adrianvender#CMWorldHow GA Attribution WorksOrder of attribution in GA:•Custom UTM tags in URLs•Browser referral string•If neither is found, session channel marked as “direct”“direct” really just means “we don’t know!”
  • 9. @adrianvender#CMWorldWhat happens without UTM Tagging?Desktop and mobile apps don’t pass referral string, and browser referrals aren’t always insightful, leading to mass confusion.•Email marketing will be marked as “direct”or “mail.*”referrals.•Twitter traffic either marked as “direct”or “t.co”referrals.•Banner ad referrals aren’t specific and insightful.•Bing Ads will appear as “bing/organic”*** for AdWords, enable autotagging!https://support.google.com/adwords/answer/1752125?hl=en
  • 10. @adrianvender#CMWorldUTM Tagging ResourcesCheck out @AnnieCushingand her guide to UTM tagging. http://www.annielytics.com/guides/definitive-guide-campaign-tagging-google-analytics/
  • 11. @adrianvender#CMWorldAre people interacting with your content?
  • 12. @adrianvender#CMWorldBasic GA MetricsPageviews, Bounces (1-pageview sessions), ‘% Exit’ are all decent metrics for interaction.Beware–‘AvgTime on Page’ isn’t always what it seems.
  • 13. @adrianvender#CMWorldGA Event TrackingUse Google Analytics Event Tracking to track on-page interactions of your content.•Button and CTA clicks•Banner and external link clicks•Page ScrollingEvents tracking will affect ‘AvgTime on Page’ metrics, giving you a more accurate figure!
  • 14. @adrianvender#CMWorldContent Scroll Tracking@JustinCutronihttp://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-universal-analytics/
  • 15. @adrianvender#CMWorldGoogle Tag ManagerLoad conversion scripts and advanced tracking functionality with GTM for greater agility and flexibility. Your tech nerds will love it!
  • 16. @adrianvender#CMWorldAre people talking about your content?
  • 17. @adrianvender#CMWorldDid your content generate links?Gather link metrics for your content!Click the Just-Discoveredreport to find new links created within minutes after they’re shared.
  • 18. @adrianvender#CMWorldFresh Web Explorer by MozSearch up-to-date mentions of your brand, whether or not there is a link with it.Setup alerts to be notified of new mentions over time.
  • 19. @adrianvender#CMWorldSimplyMeasuredfor Social Tracking
  • 20. @adrianvender#CMWorldwowsuch datavery analysismuch places-Analytics Doge
  • 21. @adrianvender#CMWorldMo’ Data, Mo’ ProblemsData living in disparate places can hinder actionable analysis.
  • 22. @adrianvender#CMWorldCombine Data with KlipfolioImport data from almost ANY data source via API, SQL, CSV, etc.Create a dashboard to monitor each phase of your content marketing.
  • 23. @adrianvender#CMWorldAlwaysBeOptimizing
  • 24. @adrianvender#CMWorldOptimize EverythingMeasureAnalyzeOptimizeAre we targeting the right audience?Do we have the right KPIs?Are we accurately measuring?Are we choosing the right content?Where are people sharing the content?Do we have actionable reporting?
  • 25. @adrianvender#CMWorldThank YouAdrian VenderDirector of AnalyticsInternet Marketing Inc.@adrianvender
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    Description
    Many content marketing strategies will crash and burn without a data-centric process. Competitive analysis, social outreach, content measurement and so many other aspects of content marketing will flourish when you support each task with an intelligent approach of data analysis.

    This presentation will provide people with an assortment of data resources to optimize content planning, promotion and measurement, building a successful and sustainable content marketing strategy.
    Text
    • 1. @adrianvender#CMWorld“A Data-Driven Approach to Content Marketing”Adrian VenderDirector of AnalyticsInternet Marketing Inc.@adrianvender
  • 2. @adrianvender#CMWorldA brief review of the start
  • 3. @adrianvender#CMWorldPersonasUnderstanding your audience is critical for content marketing success.Check out Mike King’s Mozpost on the art and science of persona development... All in the key of Smurfs!@iPullRankhttp://moz.com/blog/personas-understanding-the-person-behind-the-visit
  • 4. @adrianvender#CMWorldContent Types and KPIshttp://www.internetmarketinginc.com/art-science-measuring-roi-content-marketing/Choose the right content based on your audience needs, and select proper KPIs based on stage and content type.Check out IMI’s guide for more info.
  • 5. @adrianvender#CMWorldLet’s Start Promoting!!
  • 6. @adrianvender#CMWorldWhere did your users come from?
  • 7. @adrianvender#CMWorldUTM TaggingFor any links shared on social media, email,non-browser environments...You mustadd UTM tags to your URLS.
  • 8. @adrianvender#CMWorldHow GA Attribution WorksOrder of attribution in GA:•Custom UTM tags in URLs•Browser referral string•If neither is found, session channel marked as “direct”“direct” really just means “we don’t know!”
  • 9. @adrianvender#CMWorldWhat happens without UTM Tagging?Desktop and mobile apps don’t pass referral string, and browser referrals aren’t always insightful, leading to mass confusion.•Email marketing will be marked as “direct”or “mail.*”referrals.•Twitter traffic either marked as “direct”or “t.co”referrals.•Banner ad referrals aren’t specific and insightful.•Bing Ads will appear as “bing/organic”*** for AdWords, enable autotagging!https://support.google.com/adwords/answer/1752125?hl=en
  • 10. @adrianvender#CMWorldUTM Tagging ResourcesCheck out @AnnieCushingand her guide to UTM tagging. http://www.annielytics.com/guides/definitive-guide-campaign-tagging-google-analytics/
  • 11. @adrianvender#CMWorldAre people interacting with your content?
  • 12. @adrianvender#CMWorldBasic GA MetricsPageviews, Bounces (1-pageview sessions), ‘% Exit’ are all decent metrics for interaction.Beware–‘AvgTime on Page’ isn’t always what it seems.
  • 13. @adrianvender#CMWorldGA Event TrackingUse Google Analytics Event Tracking to track on-page interactions of your content.•Button and CTA clicks•Banner and external link clicks•Page ScrollingEvents tracking will affect ‘AvgTime on Page’ metrics, giving you a more accurate figure!
  • 14. @adrianvender#CMWorldContent Scroll Tracking@JustinCutronihttp://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-universal-analytics/
  • 15. @adrianvender#CMWorldGoogle Tag ManagerLoad conversion scripts and advanced tracking functionality with GTM for greater agility and flexibility. Your tech nerds will love it!
  • 16. @adrianvender#CMWorldAre people talking about your content?
  • 17. @adrianvender#CMWorldDid your content generate links?Gather link metrics for your content!Click the Just-Discoveredreport to find new links created within minutes after they’re shared.
  • 18. @adrianvender#CMWorldFresh Web Explorer by MozSearch up-to-date mentions of your brand, whether or not there is a link with it.Setup alerts to be notified of new mentions over time.
  • 19. @adrianvender#CMWorldSimplyMeasuredfor Social Tracking
  • 20. @adrianvender#CMWorldwowsuch datavery analysismuch places-Analytics Doge
  • 21. @adrianvender#CMWorldMo’ Data, Mo’ ProblemsData living in disparate places can hinder actionable analysis.
  • 22. @adrianvender#CMWorldCombine Data with KlipfolioImport data from almost ANY data source via API, SQL, CSV, etc.Create a dashboard to monitor each phase of your content marketing.
  • 23. @adrianvender#CMWorldAlwaysBeOptimizing
  • 24. @adrianvender#CMWorldOptimize EverythingMeasureAnalyzeOptimizeAre we targeting the right audience?Do we have the right KPIs?Are we accurately measuring?Are we choosing the right content?Where are people sharing the content?Do we have actionable reporting?
  • 25. @adrianvender#CMWorldThank YouAdrian VenderDirector of AnalyticsInternet Marketing Inc.@adrianvender
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