Tracking Your Content Marketing Engagement Webinar with gShift and Convirza
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Strong content marketing involves a lot of strategy and insight to ensure that you are leveraging your messaging against the goals of your organization. There are a number of SEO and social metrics that you should be looking at, but there are also a few key offline engagement points that can help you measure your ROI for a content campaign as a whole. -Importance of building content campaigns -The impact of content on SEO -Tracking online engagement metrics (social shares, referrals, etc) -Understanding & tracking offline engagement metrics (call tracking)
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Tracking Your Content Marketing Engagement Webinar with gShift and Convirza
- 1. Tracking your Content Marketing Engagement Krista LaRiviere Cofounder & CEO, gShift Director, SEMPO.org McKay Allen Director of Content & Communications Convirza
- 2. @gShiftLabs #ContentTracking Let’s Talk About… 1. The importance of building Content Campaigns. 2. The impact of content on SEO. 3. Tracking online engagement metrics. 4. Understanding & tracking offline engagement metrics.
- 3. @gShiftLabs #ContentTracking Housekeeping… • Webinar content: 30 minutes • Three polls to conduct • Question & Answer: 10 minutes • Publish the Polls: 5 minutes • Socialize! – #ContentTracking – @gShiftLabs – @KristaLaRiviere – @Convirza
- 4. @gShiftLabs #ContentTracking THE INTERSECTIONgShift lives at the data intersection of SEO, Content Marketing & Social. Social Networks are now the distribution channels of brand content. Content Marketing SEO Social MediaBrands are demanding measured results of their investments into content creation. Unique content-level data across an entire web presence for decision making and reporting. Search engine optimization is about brand discovery by keyword & content. SEO Social Web Presence Analytics Content
- 5. @gShiftLabs #ContentTracking gShift helps marketers create smarter content through data-driven decisions. We enhance content discoverability i search, social and mobile. We have proprietary engagement & performance metrics to prove it.
- 6. @gShiftLabs #ContentTracking DIGITAL AGENCIES B2B & B2C BRANDS SaaS platform collects and stores billions of content-level data points from search and social. We transform big data into insights with intelligence for decision making. Analytics informs the content marketing workflow process helping content marketers create smarter content and prove engagement & performance of that content investment. How We Do It
- 7. @gShiftLabs #ContentTracking #1 The importance of building Content Campaigns.
- 8. @gShiftLabs #ContentTracking The Lines Continue to Blur Gartner Digital Marketing Spend Report: - Digital Marketing Budgets will increase by 8% in 2015. - Companies spend 10.2% of revenue on overall marketing. - Digital marketing averaged 25% of overall marketing budgets. - Forrester reports the US SEO market is worth $4 billion by 2019. CMI says $44 billion will be invested into Content Marketing.
- 9. @gShiftLabs #ContentTracking Customer Process for Content Marketing (I need to…) Inform Create Distribute Monitor Measure
- 10. @gShiftLabs #ContentTracking gShift Data gShift Smarter Content gShift Search Engines & Social Networks gShift Monitors Daily gShift Reports Automatically gShift Accelerate & Proves the Outcome Inform Create Distribute Monitor Measure Customer Process for Content Marketing (I need to…)
- 11. @gShiftLabs #ContentTracking Analyze & Inform Smarter Content Distributed in Search, Social, Mobile, Email Monitored Daily Easy Reporting CONTENT MARKETING FOR THE “MODERN MARKETER”
- 12. @gShiftLabs #ContentTracking What is a Content Campaign? “ A collection of multiple types of content optimized for specific keywords the intended audience identifies with. The content in a campaign is logically connected and strategically distributed to multiple channels over a defined time period. The intent is to drive the audience through the sales funnel to conversion. The benefit is a content-centric approach, an enhanced digital footprint and target audience engagement. The desired outcome is to understand audience behavior and channel effectiveness through data analysis.”
- 14. @gShiftLabs #ContentTracking Poll Question #1 Do you use a Content Campaign approach to your digital marketing strategies?
- 15. @gShiftLabs #ContentTracking #2 The impact of content on SEO.
- 17. @gShiftLabs #ContentTracking Most Significant Missed SEO Opportunity
- 19. @gShiftLabs #ContentTracking Which Keywords and Content? • Focus on a manageable number of keywords – 10 to 20 primary • Find keywords and content for which your site/content already has authority and momentum i.e. Page 1 or 2 in Google • Keywords with relatively high monthly search volume • Identify multiple pieces of content to cross- link
- 21. @gShiftLabs #ContentTracking Which Social Channels? • Identify appropriate social media channels for your business based on signals, traffic and/or conversions
- 22. @gShiftLabs #ContentTracking #3 Tracking online engagement metrics.
- 23. @gShiftLabs #ContentTracking Content Engagement Web Presence Analytics Informs “Engaging Content”
- 24. @gShiftLabs #ContentTracking Content Performance Reporting • SEO = Optimized Content Marketing • Content Campaigns focused on specific content, keywords and time periods • Which events/tactics/channels are delivering results? • How did one campaign perform vs. another?
- 26. @gShiftLabs #ContentTracking On-Site & Off-Site Engagement Metrics
- 28. @gShiftLabs #ContentTracking Which keywords were impacted?
- 29. @gShiftLabs #ContentTracking Which keywords were impacted?
- 30. @gShiftLabs #ContentTracking Poll Question #2 Which metrics do you use to report on content engagement? • Traffic • Conversions • Time on Content • Social Signals • Sales • Inbound Sales Calls • I don’t currently use any metrics to report on content engagement
- 31. @gShiftLabs #ContentTracking #4 Understanding & tracking offline engagement metrics.
- 32. @gShiftLabs #ContentTracking The SEO Landing Page The onsite/offsite online to offline challenge: – Content has been discovered – Moved them thru the funnel – Then they pick up the phone and call.
- 33. @gShiftLabs #ContentTracking Content Campaign Call Tracking Content Campaign optimized for different Cities.
- 34. @gShiftLabs #ContentTracking Poll Question #3 Do you currently connect offline engagement with online engagement?
- 35. @gShiftLabs #ContentTracking Summary “It’s about the long-term process of enhancing both the brand's web presence asset and the opportunity for discoverability in search and social, throughout the prospect's buying cycle and across any device.” - Krista
- 36. @gShiftLabs #ContentTracking Key Takeaways Content Campaigns, Tracking Engagement: • Understand the opportunities through data. • Think through the intent of your Content Campaign. • Invest more time distributing your content. • Track the entire campaign & seek to understand engagement daily. • Compare Metrics and Time Periods to Identify Trends. • Test, Measure, Optimize, Measure, Repeat.
- 38. @gShiftLabs #ContentTracking gShift Self Help Guides http://www.gshiftlabs.com/resources/how-to-guides Did You Enjoy Today’s Session? We’d love to see this Tweet I just watched @gShiftLabs @Convirza Webinar on Content Marketing Engagement #ContentTracking
Editor's Notes
- We make it simple because we have the analytics for an entire web presence and have been refining our infrastructure and process for data collection and storage for 4 years We have the metrics that informs the content marketing workflow process to create more discoverable content and measure the performance of a single The amount of data we’re collecting is enormous and no one else is thinking about content marketing and web presence analytics this way. We’re just scratching the surface on the intelligence we can add to our data points.
- SaaS platform collects and stores billions of content-level data points from search and social. We do this for 10,000+ brands and 6,000+ users in 22 countries. We transform big data into insights with intelligence for decision making. Analytics informs the content marketing workflow process helping content marketers create smarter content and prove engagement & performance of that content investment.
- I wanted to set the stage with some 2015 industry trends, insights and data. One of the most significant trends we are seeing here at gShift is that the lines are continuing to blur between the three traditional pillars of digital marketing - paid, owned and earned. And at the center of it all is Content. A strong, consistent content marketing strategy that is essentially being promoted via paid techniques such as ads, owned techniques (your brands’ web site) and earned techniques (SEO, Social and Email). It’s when all these digital tactics are executed in an integrated way with the right technologies that the highest visibility and ROI is experienced. And as passionate digital marketers on the call here today, you will be excited to know that according to Gartner’s Digital Marketing Spend Report And Forrester’s US Digital Marketing forecast labels search marketing will remain the largest share of the digital mix. ____________________________ These findings are included in Gartner's Digital Marketing Spending report that is based on a survey of 315 individuals located in the U.S., Canada and the U.K. Respondents represent organizations with more than $500 million in annual revenue across six industries: financial services, high-tech, manufacturing, media, retail and transportation, and hospitality. The survey took place in July and August 2014 to gain insight into marketing and digital marketing spending priorities and plans for the future. “The most important opportunity is content as this pervades all the digital media that we are using to reach our audiences.”
- Here’s an example all in one picture. This is an actual campaign that gShift ran. Sales funnel. Keywords become longer tail and more defined as the prospect progresses thru the funnel. Thru research, it was determined that the keyword phrase “seo reporting”…
- Collection of content
- Seo, content marketing,