A Data-Driven Approach to Content Marketing - CMWorld 2014

@adrianvender#CMWorld
“A Data-Driven Approach to Content Marketing”
Adrian Vender
Director of Analytics
Internet Marketing Inc.
@adrianvender

A brief review of the start

Personas
Understanding 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

Content 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.

Let’s Start Promoting!!

Where did your users come from?

UTM Tagging
For any links shared on social media, email,
non-browser environments...
You mustadd UTM tags to your URLS.

How GA Attribution Works
Order 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!”

What 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

UTM Tagging Resources
Check out @AnnieCushingand her guide to UTM tagging. http://www.annielytics.com/guides/definitive-guide-campaign-tagging-google-analytics/

Are people interacting with your content?

Basic GA Metrics
Pageviews, Bounces (1-pageview sessions), ‘% Exit’ are all decent metrics for interaction.
Beware–‘AvgTime on Page’ isn’t always what it seems.

GA Event Tracking
Use Google Analytics Event Tracking to track on-page interactions of your content.
•Button and CTA clicks
•Banner and external link clicks
•Page Scrolling
Events tracking will affect ‘AvgTime on Page’ metrics, giving you a more accurate figure!

Content Scroll Tracking
@JustinCutronihttp://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-universal-analytics/

Google Tag Manager
Load conversion scripts and advanced tracking functionality with GTM for greater agility and flexibility. Your tech nerds will love it!

Are people talking about your content?

Did 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.

Fresh Web Explorer by Moz
Search 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.

SimplyMeasuredfor Social Tracking

wow
such data
very analysis
much places
-Analytics Doge

Mo’ Data, Mo’ Problems
Data living in disparate places can hinder actionable analysis.

Combine Data with Klipfolio
Import data from almost ANY data source via API, SQL, CSV, etc.
Create a dashboard to monitor each phase of your content marketing.

Always
Be
Optimizing

Optimize Everything
Measure
Analyze
Optimize
Are 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?

Thank You
Adrian Vender
Director of Analytics
Internet Marketing Inc.
@adrianvender

A Data-Driven Approach to Content Marketing - CMWorld 2014

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A Data-Driven Approach to Content Marketing - CMWorld 2014