a data-driven approach to content marketing

@adrianvender #CMWorld

“A Data-Driven Approach to Content Marketing”

Adrian VenderDirector of Analytics

Internet Marketing Inc.@adrianvender

@adrianvender #CMWorld

A brief review of the start

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Personas

Understanding your audience is critical for content marketing success.

Check out Mike King’s Moz post on the art and science of persona development... All in the key of Smurfs!

@iPullRank

http://moz.com/blog/personas-understanding-the-person-behind-the-visit

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Content Types and KPIs

http://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.

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Let’s Start Promoting!!

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Where did your users

come from?

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UTM Tagging

For any links shared on social media, email, non-browser environments...

You must add UTM tags to your URLS.

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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!”

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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

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UTM Tagging Resources

Check out @AnnieCushing and her guide to UTM tagging.

http://www.annielytics.com/guides/definitive-guide-campaign-tagging-google-analytics/

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Are people interacting

with your content?

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Basic GA Metrics

Pageviews, Bounces (1-pageview sessions), ‘% Exit’ are all decent metrics for interaction.

Beware – ‘Avg Time on Page’ isn’t always what it seems.

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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 ‘Avg Time on Page’ metrics, giving you a more accurate figure!

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Content Scroll Tracking

@JustinCutroni

http://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-universal-analytics/

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Google Tag Manager

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

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Are people talking about

your content?

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Did your content generate links?

Gather link metrics for your content!

Click the Just-Discovered report to find new links created within minutes after they’re shared.

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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.

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SimplyMeasured for Social Tracking

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wow

such data

very analysis

much places- Analytics Doge

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Mo’ Data, Mo’ Problems

Data living in disparate places can hinder actionable analysis.

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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.

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Always

Be

Optimizing

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Optimize Everything

Measure

AnalyzeOptimize

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?

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Thank You

Adrian VenderDirector of Analytics

Internet Marketing Inc.@adrianvender