GAUGE Google Analytics Conference: Content Strategy with Data

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ISITE Design's Jeff Cram and Amanda Bernard present "Taming the Content Beast with Data" at GAUGE conference, October 2012.

ISITE Design's Jeff Cram and Amanda Bernard present "Taming the Content Beast with Data" at GAUGE conference, October 2012.

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  • Intro (Amanda) – 7 minsAudience/Who are you writing for (Amanda) – 10 minsTime on writing the right things (Amanda) – 7 minsMeasuring business impact (Jeff) - 15-20 minsActionable steps (Amanda) – 10 minsMr. Algorithm video (Amanda/Jeff) – 2 minsOptimizinator handouts and Q&A (Amanda/Jeff/Ryan) – 4 mins
  • First off, why is content a beast?A lot of business owners see content as a necessary evil. But it doesn’t have to be an arduous process. You can learn to tame the content beast! Image Source: Walt Disney
  • But your competitors are thinking the same thing. So how do you differentiate? The act of creating content on a regular basis isn’t enough. Your content must be better than your competitors and grab the attention of your customers.When you think of all of the content in social media, on blogs, on websites…content is everywhere. So if content is king, then really we’re all playing…
  • …And everyone wants to come out on top because…
  • Writing content that will get the attention of your audience, outperform your competitors, and contribute to your bottom line isn’t easy. In order to get the content beast under your control and maximize your efforts, ask your self these questions. (show bullets)But there’s good news. Guess what can help you answer these questions?
  • Specifically…Google Analytics 
  • Problem statement: we have struggled as an agency, our clients struggle, because there is a sea of data.How are data-driven personas identified and leverage?
  • Searcher personas - what they are andhow you can use them to optimize your content strategyDeveloped using data. Engagement and conversion metrics were based on both PPC and organic keywords.
  • How to segment the audience. Exported from GA
  • I guarantee that you will discover more than one persona type. Once you know who you are writing for, you need to make sure you are providing content to all of your different personas. The content you create for a person in the research phase should be very different from the content you create for the person who is in the consideration or decision-making phase.
  • Whether you are a business owner or an employee, we all deal with time constraints. Maybe you love creating infographics, or you love making videos, but are these types of content really driving sales? Or at least driving engagement? Sure traffic and views of your content are great, but creating popular content doesn’t necessarily mean that it’s effective for driving new or returning business.Show screen shot from GA to illustrate this
  • Use keyword and content reports in GA to inform editorial calendarUse data to determine most profitable writing topics, audiences, metrics (comments, posts, leads, etc)Show keyword reports in GA to inform editorial calendar?Use an editorial calendar to track
  • Use keyword and content reports in GA to inform editorial calendarUse data to determine most profitable writing topics, audiences, metrics (comments, posts, leads, etc)Show keyword reports in GA to inform editorial calendarUse an editorial calendar to track
  • Writing content that will get the attention of your audience, outperform your competitors, and contribute to your bottom line isn’t easy. In order to get the content beast under your control and maximize your efforts, ask your self these questions. (show bullets)But there’s good news. Guess what can help you answer these questions?
  • Writing content that will get the attention of your audience, outperform your competitors, and contribute to your bottom line isn’t easy. In order to get the content beast under your control and maximize your efforts, ask your self these questions. (show bullets)But there’s good news. Guess what can help you answer these questions?
  • Writing content that will get the attention of your audience, outperform your competitors, and contribute to your bottom line isn’t easy. In order to get the content beast under your control and maximize your efforts, ask your self these questions. (show bullets)But there’s good news. Guess what can help you answer these questions?
  • Reference multi-channel attribution modeling?
  • Reference multi-channel attribution modeling?
  • Reference multi-channel attribution modeling?
  • Reference multi-channel attribution modeling?
  • Use keyword and content reports in GA to inform editorial calendarUse data to determine most profitable writing topics, audiences, metrics (comments, posts, leads, etc)Show keyword reports in GA to inform editorial calendarUse an editorial calendar to track ***Play Allen’s video and give away the Optimizinator
  • Use keyword and content reports in GA to inform editorial calendarUse data to determine most profitable writing topics, audiences, metrics (comments, posts, leads, etc)Show keyword reports in GA to inform editorial calendarUse an editorial calendar to track ***Play Allen’s video and give away the Optimizinator
  • Change image
  • Use keyword and content reports in GA to inform editorial calendarUse data to determine most profitable writing topics, audiences, metrics (comments, posts, leads, etc)Show keyword reports in GA to inform editorial calendarUse an editorial calendar to track ***Play Allen’s video and give away the Optimizinator
  • Use keyword and content reports in GA to inform editorial calendarUse data to determine most profitable writing topics, audiences, metrics (comments, posts, leads, etc)Show keyword reports in GA to inform editorial calendarUse an editorial calendar to track ***Play Allen’s video and give away the Optimizinator
  • Change image

Transcript

  • 1. Taming The Content Beast Amanda BernardGAUGE 2012 Presentation @amandabernardOctober 3, 2012 Jeff Cram @jeffcram
  • 2. Everyone is Investing in Content Source: Content Marketing Institute http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/Taming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 3. Renting vs. Owning Source: Content Marketing ROI eBook - Eloqua & KapostTaming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 4. The Content Confidence Gap Source: Content Marketing Institute http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/Taming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 5. Why is Content a Beast? • It’s time consuming • It’s a never-ending task • Many topics to choose from • Appears in multiple forms • It has to be entertaining, informative, and measureable • Everyone else is doing it • It can be difficult to understand the impact on your businessTaming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 6. We’ve all heard We all know…Content is KingTaming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 7. The Content Google is ComingTaming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 8. What we’ll cover today:Taming The Content Beast: The Trilogy Episode 1 Know Your Audience: Are you writing for the right Kingdoms? Episode 2 Mobilize Your Army: Are you focusing your efforts to topple your enemies? Episode 3 Measuring Impact: Which content KPI is the heir to the throne?Taming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 9. Taming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 10. Episode 1: Know Your Audience Are you writing for the right Kingdoms?Taming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 11. Episode 1: Know Your Audience Avoid the one-size-fits-all approach to content – Make sure you are writing for the right audience – Use analytics for audience segmentation – Develop data-driven personasTaming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 12. How we do it: Data-driven personas ISITE creates Searcher Personas based on: • PPC data • Analytics • Research • HypothesesTaming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 13. Keyword Grouping & AnalysisTaming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 14. Demographic & Behavioral ResearchTaming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 15. Moms Looking for Child Care “I need to find a child care provider for my son while I‟m away from home.”Target Audience: Women; ages 25-44Educate herself on • Centers in her area • Core values • Search for a center • Openings/Availability • Convenience of locations • Become repeat visitorthe care options • Hours • All-inclusive program • Visit a center details pageavailable for her • Tuition cost (food, activities, curriculum) • Visit the „For Parents‟child and narrow • Key information about • New child information sectiondown the selection. company • Moving with children • Visit KinderCare social information channel(s) • Tab engagement on center details page daycare childcare afterschool before school • daycare • child care • afterschool programs • before school care Arlington • day care • childcare • after school daycare • before school care Arlington • daycare centers • child care centers programs Heights • infant daycare • child care center • after school daycare • before school care Concord • day care centers • child care California • after school child care • before school care Everett • after school program • before school care Lexington
  • 16. Data-driven Personas Use your personas to inform your content topics. What information can you provide to move your prospective customer to the next phase in the buying cycle?Taming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 17. Episode 2: Mobilize Your Army Are you focusing your efforts to topple your enemies?Taming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 18. Episode 2: Mobilize Your Army Think about time vs. money Spend time writing the right things!Taming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 19. Writing The Right Things • Start with a content audit • Use data to inform content strategy (topics, content types, distribution methods, etc.)Taming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 20. Taming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 21. Taming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 22. Arm Your Content Writers• Use analytics to decide what to write about – Which keywords are driving qualified traffic from paid and organic search? – Which pages or posts do people engage with the most? – Look at keywords that people are typing into your on- site search• Leverage keywords and news that people are searching for right now (trending topics)Taming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 23. Track Your Efforts • Create a robust content calendar to track: – Target audience or persona type for each content piece – Type of content (text, video, infographic, etc.) – Content distribution channels used – Published on date and time – Like, shares, and comments – ConversionsTaming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 24. Track Your Efforts Taming The Content Beast @amandabernard #GAUGECON @jeffcram
  • 25. Episode 3: Measuring Impact Which content KPI is heir to the throne?Taming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 26. Remember the personas?Taming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 27. Align personas to advanced segmentsTaming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 28. Revisting Bounce RatesGood Content is Likely an Entry Page Bounce Rate The measure of how many visitors come to a page on your site and leave without viewing any other pages A standard-issue KPITaming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 29. “They came, they puked, they left” Avinash Kaushik Digital Marketing Evangelist, GoogleTaming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 30. Bounce rate segmentation Segment by Why it matters Keyword group Keywords show visitor intent. High bounce rates suggest the need for more segmented post click experiences. Persona Each user has different motivations that should inform the content and user experience strategy Browser/device Isolating mobile traffic and specific browsers can pinpoint specific areas to optimize Previous page Context matters and the prior page and link can better inform what the user’s intent and expectation. Location Many businesses are very location specific. More targeted location-based content can help reduce bounce rates. Page load time Slow-loading pages are proven to increase bounce rates and conversion rates. Onsite search Internal site searches are often overlooked. Many return very few relevant resultsTaming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 31. SolarWorld Americas increases conversionby 200% with audience segmentation and geo-targeted landing pages Source: http://www.isitedesign.com/insight-blog/12_05/solarworld-americas
  • 32. Understand when traffic is accidental and untargeted
  • 33. But wait, there’s more:Adjusted Bounce Rate
  • 34. Onsite Search: A Goldmine for Content Optimization
  • 35. Onsite Search: Dig in Deeper Search Analytics for Your Site By Louis Rosenfeld http://rosenfeldmedia.com/books/searchanalytics/
  • 36. But be prepared for what you may find…
  • 37. Good Content Needs Good GoalsTaming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 38. Two Content-Driven Goals (for our blog)Taming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 39. Going Further: Tying Content to RevenueTaming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 40. Measuring Content Beyond the WebsiteMulti-channel measurement Source: What CountsTaming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 41. And now, a high tech new tool…Taming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 42. Taming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 43. Thank YouAmanda BernardISITE Designabernard@isitedesign.comJeff CramISITE Designjcram@isitedesign.comMore information at:www.isitedesign.comBlogging on Optimization at:www.getreadyforday2.comTaming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 44. And now, a high tech new tool…Taming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 45. Taming The Content Beast @amandabernard#GAUGECON @jeffcram
  • 46. Thank YouAmanda BernardISITE Designabernard@isitedesign.comJeff CramISITE Designjcram@isitedesign.comMore information at:www.isitedesign.comBlogging on Optimization at:www.getreadyforday2.comTaming The Content Beast @amandabernard#GAUGECON @jeffcram