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Creating better targeted content marketing with web analytics

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  • Now, not all long-tail keywords will be connected with traffic from your core audience, but among the long-tail keywords will be many related to your core audience. If you know your c.a.’s interests, you’ll be able to identify which long-tail keywords point to traffic from this audience.
  • Transcript

    • 1. Create Better Targeted, Relevant Content Strategies with Web Analytics
      Christina J. Inge,
      Measurable Marketing Strategy
    • 2. 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.
    • 3. 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:
    • 4. 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.
    • 5. 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
    • 6. Long-tail vs. short-tail
    • 7. 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
    • 8. Core Audience Measurement: Long-tail keyword traffic
      Indicators of core audience interest in specific:
      Products
      Pain Points
      Verticals: Pharma, Education, Publishing
    • 9. 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
    • 10. 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
    • 11. But You Need to Know What Content Is Really Working to Convert Customers
    • 12. Your Current Top Content
      Needs to be segmented
      Identify what content is most interesting to your current customers, most valuable potential customers
    • 13. 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.
    • 14. 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.
    • 15. 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
    • 16. 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.
    • 17. Christina Inge
      Blog: Measurablemarketingstrategy.com/blog
      Twitter: @christinainge
      LinkedIn: linkedin.com/in/christinainge