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Data-Driven Content Marketing


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Content creation should carry the brand throughout the customer journey that 1. aids the customer decision process and 2. integrates the brand in their everyday lives. This can lead to increased conversions, repeat visits and much more. Learn more at

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Data-Driven Content Marketing

  1. 1. CONTENT MARKETING KPIs for Data-Driven Content Marketing August 20, 2015
  2. 2. AGENDA  About Piston  Content Marketing – what is it?  Redefine Content Marketing  How do we monetize it?  Define KPIs  Creating a foundation  Data-driven content strategy  Tactical measurement  Key takeaways  Case study 2
  4. 4. CONTENT MARKETING (let’s discuss) What is it? Why is it important? What are your challenges? 8
  5. 5. YOU’RE NOT ALONE 9
  6. 6. LET’S REDEFINE CONTENT MARKETING 10 CREATE CONTENT THAT CARRIES THE BRAND THROUGHOUT THE CUSTOMER JOURNEY! ① The goal is to aid customers’ conversion decision process.  Content creation can solve customer shopping needs that can lead to increased conversions, rankings and domain authority from all marketing channels. ② Content marketers should also strive to integrate their brand in customer everyday lives  Leading to repeat visits, increased customer support, brand loyalty, thought leadership and more
  7. 7. UNDERSTAND THE CUSTOMER JOURNEY 11 Customer Awareness Consideratio n Intent Due Diligence Conversion On-Going Engagement Customer Loyalty
  9. 9. CONTENT MARKETING KPI’S (CONVERSION) 13 Secondary Repeat visits Assisted conversions Growth in brand consideration/awareness (search demand) Time on site Increased domain authority Primary Traffic Conversions and revenue Keyword rankings Increased SERP real estate (more brand ownership) Lower overall bounce rates
  10. 10. CONTENT MARKETING KPI’S (ENGAGEMENT) 14 Secondary Conversions and revenue Keyword rankings Increased SERP real estate (more brand ownership) Time on site Primary Traffic Assisted conversions Growth in brand consideration/awareness (search demand) Repeat visits Lower overall bounce rates Increased domain authority
  11. 11. CREATE A FOUNDATION FOR SUCCESS 15  Define goals  What do we want to achieve?  Traffic, increased brand awareness, conversions, activations  Define audience  persona, demographics, other  Data research  How to?, what’s available, frequency  What is needed?  Copywriters, blog, schema, social media, executive buy-in, dev resources, content framework (guidelines, governance)  Who is needed (stakeholders)?  Content writers, calendar based on events, developers, designers, social media, equipment  Develop process Content Process Research Calendar Create Approval LaunchPromote Measure Test Continue
  13. 13. LET’S GET STARTED Content creation should best align the brand with customer demands/needs, competitive strengths and other quantifiable methods as well as brand strategy and business goals. Data-driven content strategy is a two-way street: 1. Create content to capture the most targeted and largest audience possible relevant to KPIs 2. Measure KPI performance of content in-market and its impact to overall business goals and brand demand 17
  14. 14. COMPLETE THE CUSTOMER JOURNEY 18  How we create content to complete the customer journey 1. Define the customer journey based on the brand’s industry and map keywords to each stage of the journey based on user intent 2. Content gap analysis (where the brand has assets and where it does not) 3. Determine what is needed  Research new content ideas based on data sources  PPC vs. Organic  Content Ideas  Competitor keyword rankings  Internal search data  Persona merchandising / merchandise by needs  GA / Search Console  Other sources  Top-down optimization and search-informed strategy  Brand campaigns / product launches 4. Gain approval of topics 5. Go Live!!! PPC vs. Organic Competitive Ranking and Estimated Performance Content Ideas based on social feedback
  15. 15. COMPLETE THE CUSTOMER JOURNEY 19 Merchandise by Customer Needs Top-Down Optimization
  16. 16. BRAND INTEGRATION 20  How we integrate the brand in customer everyday lives 1. Listen to customer sentiment of brand  Solicit / analyze reviews, competitive brand rankings 2. Cross-channel integration  SEO optimization for PR, social media, articles  Schema / microformats 3. Demonstrate product usage / care  How to videos, recipes, events, articles 4. Provide thought leadership / corporate responsibility  Respond to reviews / resolve customer issues  Communicate corporate responsibility / community care 5. SEO should be a part of the creation process / governance (PR, corporate responsibility, branding, etc.)
  17. 17. TACTICAL MEASUREMENT 1. Set Baselines  Add new content to Page Types  Create Keyword Tags  Create Dashboards (detailed and summarized) for KPIs  Set-up Events 2. Analyze data in regular intervals  Socialize / evangelize internally  Share data with colleagues 3. Make adjustments as needed 4. Test 5. Repeat 6. Create internal case studies  Set realistic expectations  Rome was not built in a day 21
  18. 18. TACTICAL MEASUREMENT  What to measure in dashboards 1. Page Types (traffic, conversions, revenue) 2. YOY traffic, conversion, revenue growth 3. Direct vs. Channel Conversions 4. Page Performance (associated keywords, bounce rates) 5. Rankings  Rank growth trend  Share of Voice  Competitive  Gains/Losses 6. Keyword Performance  Impressions, Clicks, CTR, Avg. Pos.  PPC vs. Organic  Reduction in non-performing keywords 7. Domain Authority  Link growth (Majestic)  Trust flow (page, domain)  Links acquired from PR  Increase in Google Trend index score 22
  19. 19. CASE STUDY 23 Customer Awareness Considerati on Intent Due Diligence Conversion On-Going Engagemen t Customer Loyalty Challenge:  A retailer had strong sales and rankings for each brand they carried.  While the SEO success was strong, it was limited to Awareness and Conversion levels of the customer journey  Blended SEO/SEM data showed strong SEM traffic and high consumer search demand, but there was zero content and low conversions for mid-tier searches (sub- category / brand + product type). Solution:  Created sub-category pages at the Intent Stage for three top-selling brands. Results:  SEO orders increase: YOY: 32% (90-days post)  SEO revenue increase: YOY: 27% (90-days post) Challenge:  SEO team completed a research study based on adwords data to outline the customer journey (> 2k keywords)  SEO performance for most of the terms was strong  SEM only bidded on 2% of the terms in the study Solution:  SEM launched new campaigns to run complete coverage on all terms with SEO for 90-days Results:  Competitive SEM clicks were 25% than all brands in their category  Both SEO and SEM generated the highest revenue in the site’s history during this timeframe (Q4)
  21. 21. KEY TAKEAWAYS 25 Realign content strategy to a more data-driven and monetary path Group content marketing into two key areas 1. Complete the conversion process based on the customer journey 2. Integrate the brand in customer everyday lives  Map the customer journey to best understand consumer behavior and connect your brand to it  Establish KPIs for each key area and get management buy-in  All content topics / pieces should be suggested based on data that presents the brand to the largest and most relevant audience  Measure performance based on primary and secondary KPIs and share data across the organization
  22. 22. San Diego / New York Thank You.