Google Analytics is useful... assuming you can find the data you want to use. Instead of wading through a million tables, you can use a simple report from Raven to prove to your clients the financial value of your content marketing.

1. the dead
simple way
to prove
content
marketing’s
valuefebruary 4, 2015
raventools.com

2. the dead simple way to prove content marketing’s value intro
Arienne
Holland
Director of Marketing and
Customer Experience
@arienneHO

3. the dead simple way to prove content marketing’s value intro
What you’ll learn
• the problem with proving content marketing’s value
• the Google Analytics solution
• the dead simple solution

4. the dead simple way to prove content marketing’s value the problem
the problem
How do you prove
to clients that content
marketing is worth it?

5. the dead simple way to prove content marketing’s value the problem
$$$

6. the dead simple way to prove content marketing’s value the problem
Content is valuable.
Content is
more valuable when
it is shared (linked).
Value grows over time.

7. the dead simple way to prove content marketing’s value the problem

8. the dead simple way to prove content marketing’s value the ga solution
the google analytics
solution
Gather referral data
from GA. Dump it into
a spreadsheet. Easy.*

9. the dead simple way to prove content marketing’s value the ga solution
*Caveats
• Existing Google Analytics Goals are a prerequisite
• “Easy” does not equal fast
• “Does not equal fast” equals tedious time suck
• It’s free

10. the dead simple way to prove content marketing’s value the ga solution
Learneverything you needto know aboutGA goals,free!
Google Analytics Academy

11. the dead simple way to prove content marketing’s value the ga solution

12. the dead simple way to prove content marketing’s value the ga solution
Prep for the hack job
1. Google Analytics > Profile > Acquisition > All Traffic >
Referrals
2. Choose Explorer view “Summary”
(or Goal Set X for more focused chart)
3. Choose Primary Dimension “Source”
4. Choose Secondary Dimension “Landing Page”

13. then…

14. 5. Look for a referral source that’s bringing visitors who complete
one or more of your goals.
6. Tip: drill down to the money-making goals.
the dead simple way to prove content marketing’s value the ga solution
then…

15. 7. Click on the source of the money-making traffic.
8. Find out which URL(s) on the source domain are actually
driving the money-making traffic.
the dead simple way to prove content marketing’s value the ga solution
then…

16. 9. Open the
specific URLs
(a.k.a. Referral
Paths) delivering
money-making
traffic.
10.Find the link on
the page.
then…

17. 11. Try to remember whether or not these are referral links
you obtained via content marketing — by link building,
relationship building, outreach or any other method that’s
not random.
the dead simple way to prove content marketing’s value the ga solution
then…

18. 12. Update your spreadsheet.
the dead simple way to prove content marketing’s value the ga solution
then…

19. 13. Think, surely you could just download a CSV from Google
Analytics with all of this in one table, right? Let’s try. 1. Google
Analytics > Profile > Acquisition > All Traffic > Referrals. 2.
Choose Explorer view “Summary” (or Goal Set X for more
focused chart). 3. Choose Primary Dimension “Landing Page.”
4. Choose Secondary Dimension “Referral Path.” 5. Sort
columns by Referral Path to group results. 6. Choose to view
5,000 rows. 6. Export to CSV. But that doesn't show you the
domain, only the specific referral path. Not very useful. So… 1.
Google Analytics > Profile > Acquisition > All Traffic > Referrals.
2. Choose Explorer view “Summary” (or Goal Set X for more
focused chart). 3. Choose Primary Dimension “Landing Page.”
4. Choose Secondary Dimension “Source.” 5. Sort columns by
Source to group results. 6. Choose to view 5,000 rows. 6.
Export to CSV. But that doesn't show you the specific
referring URL, only the domain. Not very useful. Okay, well,
what if you just search for the referring URLs that you know
were based on outreach, and then update your spreadsheet
one line at a time?
the dead simple way to prove content marketing’s value the ga solution
then…

20. REALIZE THIS
IS A TEDIOUS
TIME SUCK
the dead simple way to prove content marketing’s value the ga solution

22. prove content marketing’s value the dead simple solution
the dead simple
solution
Run the Link Referrals
report in Raven. It
takes ~4 seconds.*

23. prove content marketing’s value the dead simple solution
*Caveats
• OK, sometimes it takes 9 seconds
• Existing Google Analytics Goals are a prerequisite
• Your referral links (a.k.a. backlinks) must be stored
and monitored in Raven’s Link Manager
• It’s not free — but what is your time worth?

24. prove content marketing’s value the dead simple solution

25. prove content marketing’s value the dead simple solution
Prep for surgery
1. Authorize Raven to crunch your Google Analytics data.
2. Go to Tool Options > Customize Settings.
3. Check the “Auto-Import” box.

26. prove content marketing’s value the dead simple solution

27. prove content marketing’s value the dead simple solution

28. Go on, hum theJeopardytheme songto yourself.

30. REALIZE THIS IS
DEAD SIMPLE
prove content marketing’s value the dead simple solution

31. the dead simple way to prove content marketing’s value conclusion
What you learned
• Proving content marketing ROI takes time
• You can do it manually with Google Analytics,
spreadsheet, patience and a gazillion hours
• You can do it automatically with Raven, in seconds

32. the dead simple way to prove content marketing’s value conclusion
questions?
help@raventools.com