Track My Content
Adam Higgins, Technical Project Manager
For over a decade, Adam functions as a marketing and
business analyst for non-profits and associations. In 2013,
Adam join...
Content Marketing
• Creating and sharing of content
• Delivering high-quality, relevant and
valuable information to your c...
People Gravitate to the Experts
• Lead Generation
• Leads to Direct Sales
• Brand Equity, Awareness and Loyalty

Integrate...
Transform from Me to You
• Humanistic Quality
• Brand as a person
• Content with Interactivity

Integrated eMessaging
Perfect for Associations
• Inherently setup to help members
• Massive data in CRMs and AMS
– Purchase History
– Demographi...
Content
•
•
•
•
•
•
•
•
•
•

Infographics
eBooks
Articles
How-To Guides
Case Studies
Press Releases
Webinars
Videos
Newsle...
Marketing Analyst Toolkit
The Utility Belt

Integrated eMessaging
Web Analytics
• Google Analytics
– Most widely used web analytics platform
– Well documented.
– Advanced features are powe...
Data Crunching
• Excel
• AMS Query System

Integrated eMessaging
Survey Tools
• Key Survey
– Essential to Content Marketing
– Quantitative Data
– Measure Brand Equity
– Complements Behavi...
Landing Pages
Lead Generation

Integrated eMessaging
White Paper Landing Pages

Integrated eMessaging
Landing Page Funnel
Desktop

Social Media

Mobile

Organic

Direct

Email

Landing Page

Email Prospect

Data Collection

...
White Paper Landing Page
Setup
• Get it Done
– Most Important
Lead Gen Data
– Simple Setup
– No Source Details
– No Page M...
White Paper Landing Page
Setup
• Simple Sophistication
– Use Google Analytics
– Get Page Activity
• Click (requires event ...
White Paper Landing Page
Setup
• Marketing and I.T. Rock Stars
– Use Google Analytics
– Get Page Activity
• Click
• Durati...
Newsletter
Cornerstone to Digital Marketing

Integrated eMessaging
Newsletter Funnel
Email

Desktop

Mobile

Article

Call to Action

Register for Event
Watch Video
Download PDF
Read Articl...
Newsletter
• Standard Email KPIs
– Opens
– Bounces
– Clicks
– Device Metrics Mobile and Desktop

Integrated eMessaging
Google Link Append
• Campaigns
– Source*: Target Audience
– Medium*: Email
– Term: Individual Links in Email
– Content: Ta...
Google Append Builder
http://website.highroadsolution.com/
?
utm_source=webinar_segment&
utm_medium=email&
utm_term=link_t...
Campaigns

Integrated eMessaging
Going Beyond Page Views
• Events
– Track actions by visitor
• Click
• Scroll
• Duration

Integrated eMessaging
Going Beyond Page Views and
Clicks
• Events
– Category: Downloads
– Action: PDF
– Label: /whitepaper/webtrends.pdf

Integr...
Questions?
Any questions regarding today’s topic?

Integrated eMessaging
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Track My Content: Using URLs to Track Content Interaction

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You have a bunch of systems that capture metrics, but are you using your links in the most effective way possible to measure content interaction? Join this webinar to learn best practices for URL creation and tracking so that you can best measure your different content channels and understand what sources are driving your content results. We'll then get into Google Analytics and provide an overview on how you can combine your email, social, mobile and website pages to get a better understanding of your engaged users. Watch this entire webinar and others by Highroad U on our YouTube channel: http://shout.lt/rMNF

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Track My Content: Using URLs to Track Content Interaction

  1. 1. Track My Content Adam Higgins, Technical Project Manager
  2. 2. For over a decade, Adam functions as a marketing and business analyst for non-profits and associations. In 2013, Adam joins HighRoad Solution as the technical project manager to manage eMarketing and digital communication implementations. Throughout Adam’s career, he bridges the gap between the business units and information technology department. Adam began his career at the Los Angeles County Department of Community and Senior Services where he developed and managed databases for thousands of Workforce participants. Moving on to Western Growers in 2006, Adam managed the enterprise association management system (AMS), and oversaw web development, design, and analysis for websites. Adam Higgins is a graduate from California State University, Dominguez Hills. He’s a Los Angeles native that now resides in Atlanta, GA with his wife and son. Adam is one of the few men that enjoys wearing a suit and tie to work. Integrated eMessaging
  3. 3. Content Marketing • Creating and sharing of content • Delivering high-quality, relevant and valuable information to your constituents • Content is focused and well curated for the target audience. • Credible source Integrated eMessaging
  4. 4. People Gravitate to the Experts • Lead Generation • Leads to Direct Sales • Brand Equity, Awareness and Loyalty Integrated eMessaging
  5. 5. Transform from Me to You • Humanistic Quality • Brand as a person • Content with Interactivity Integrated eMessaging
  6. 6. Perfect for Associations • Inherently setup to help members • Massive data in CRMs and AMS – Purchase History – Demographics • Churning content for years – Publications – Subscriptions Integrated eMessaging
  7. 7. Content • • • • • • • • • • Infographics eBooks Articles How-To Guides Case Studies Press Releases Webinars Videos Newsletters Whitepapers Integrated eMessaging
  8. 8. Marketing Analyst Toolkit The Utility Belt Integrated eMessaging
  9. 9. Web Analytics • Google Analytics – Most widely used web analytics platform – Well documented. – Advanced features are powerful for content marketing. Integrated eMessaging
  10. 10. Data Crunching • Excel • AMS Query System Integrated eMessaging
  11. 11. Survey Tools • Key Survey – Essential to Content Marketing – Quantitative Data – Measure Brand Equity – Complements Behavioral Data Integrated eMessaging
  12. 12. Landing Pages Lead Generation Integrated eMessaging
  13. 13. White Paper Landing Pages Integrated eMessaging
  14. 14. Landing Page Funnel Desktop Social Media Mobile Organic Direct Email Landing Page Email Prospect Data Collection Integrated eMessaging
  15. 15. White Paper Landing Page Setup • Get it Done – Most Important Lead Gen Data – Simple Setup – No Source Details – No Page Metrics – Manual Input – Manual Data Collection Integrated eMessaging
  16. 16. White Paper Landing Page Setup • Simple Sophistication – Use Google Analytics – Get Page Activity • Click (requires event tracking) • Duration – Manual Input – Manual Data Collection (Micro Details) – Google Reports Macro Details Integrated eMessaging
  17. 17. White Paper Landing Page Setup • Marketing and I.T. Rock Stars – Use Google Analytics – Get Page Activity • Click • Duration – Auto Input via Web Module – AMS Reports Micro – Google Reports Macro Integrated eMessaging
  18. 18. Newsletter Cornerstone to Digital Marketing Integrated eMessaging
  19. 19. Newsletter Funnel Email Desktop Mobile Article Call to Action Register for Event Watch Video Download PDF Read Article Integrated eMessaging
  20. 20. Newsletter • Standard Email KPIs – Opens – Bounces – Clicks – Device Metrics Mobile and Desktop Integrated eMessaging
  21. 21. Google Link Append • Campaigns – Source*: Target Audience – Medium*: Email – Term: Individual Links in Email – Content: Table of Content Order – Name*: Newsletter Title Integrated eMessaging
  22. 22. Google Append Builder http://website.highroadsolution.com/ ? utm_source=webinar_segment& utm_medium=email& utm_term=link_title& utm_content=story1& utm_campaign=HighRoadUNews See: https://support.google.com/analytics/answer/1033867?hl=en Integrated eMessaging
  23. 23. Campaigns Integrated eMessaging
  24. 24. Going Beyond Page Views • Events – Track actions by visitor • Click • Scroll • Duration Integrated eMessaging
  25. 25. Going Beyond Page Views and Clicks • Events – Category: Downloads – Action: PDF – Label: /whitepaper/webtrends.pdf Integrated eMessaging
  26. 26. Questions? Any questions regarding today’s topic? Integrated eMessaging

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