Creating better targeted content marketing with web analytics

Create Better Targeted, Relevant Content Strategies with Web Analytics
Christina J. Inge,
Measurable Marketing Strategy

Audience Segments-Overview
Your Audience can be divided into:
Current customers
Core audience—those who already have a strong personal or professional interest in your type of product or service
Other interests—researchers, competitors, those not yet ready to buy.

Defining Conversion For Content Marketing
90% or more of conversions come from your core audience—those who already have a strong personal or professional interest in your product, service, or brand.
Conversion frequently follows a predictable trajectory:

Measuring Search is Not the Same as Measuring Audience Interest or Engagement
Drivers of traffic to the site and customer interests are not always identical.
Customer interests are best measured not by keywords driving traffic to your site, but by top content.

Keywords Driving Traffic to Your Site
Keywords that drive traffic to your site are measures of:
PR effectiveness
Brand advocate effectiveness
Marketing effectiveness
Measuring keywords that drive traffic to your site can:
Increase conversions from organic and paid search
Identify PR opportunities
Identify key brand advocates

Long-tail vs. short-tail

Long-tail vs. Short-tail Keywords
Top content by traffic source = keyword = short-tail keywords is an essential measure of the general public’s interests.
Top content by traffic source = keyword = long-tail keywords is an essential measure of enthusiasts’ and professionals’ interests.
General public
Core audience

Core Audience Measurement: Long-tail keyword traffic
Indicators of core audience interest in specific:
Products
Pain Points
Verticals: Pharma, Education, Publishing

Top Content Data
Top content is a measure of:
Customer interests
PR effectiveness
Measuring top content can:
Optimize marketing spend and PR efforts
Lead to the development of high-demand, successful new content strategies

But You Need to Know What Content Is Really Working to Convert Customers

Your Current Top Content
Needs to be segmented
Identify what content is most interesting to your current customers, most valuable potential customers

Addressing the Needs of Your Core Audience
Top content by traffic source = direct is an essential measure of your core audience’s interests.
Never lose sight of the needs of your core audience and current customers in the pursuit of new site traffic. Unless you’re going in a new direction, your current and about-to-convert customers the core of your business.

Segmenting Your Audience and Message
Decide who you want to reach.
Identify what the valuable traffic is.
Does your desired reach vary seasonally
How big a priority is micro-conversion?

Homing in on Essential Data
Most essential data:
Top content – Traffic source = direct:
The organization’s customers and those ready to convert.
Top content – Keyword = long-tail keywords
Those closer to a purchasing decision.

Develop the Right Content
Select a few core topics from your long-tail traffic
Identify content most important to your direct traffic, other than transactional pages
Segment out that content by business unit or vertical
Create targeted landing pages, white papers, webinars, emails, and social campaigns

Get Internal Subject Matter Experts
Your IT staff, managers, front-line professionals are the best advocates for your brand
Offer support for content development—remember, it’s their content expertise that’s the focus. Style, structure, marketing you can all help with.

Christina Inge
Blog: Measurablemarketingstrategy.com/blog
Twitter: @christinainge
LinkedIn: linkedin.com/in/christinainge

Creating better targeted content marketing with web analytics

by Christina Inge on Mar 08, 2011

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