tracking your content marketing engagement webinar with gshift and convirza
TRANSCRIPT
Tracking your Content Marketing
Engagement
Krista LaRiviereCofounder & CEO, gShift
Director, SEMPO.org
McKay AllenDirector of Content & Communications
Convirza
@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.
@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
@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
Media
Brands 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
@gShiftLabs #ContentTracking
gShift helps marketers create smarter content through data-driven decisions.
We enhance content discoverability in search, social and mobile.
We have proprietary engagement & performance metrics to prove it.
@gShiftLabs #ContentTracking
DIGITALAGENCIES
B2B & B2CBRANDS
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
@gShiftLabs #ContentTracking
The Lines Continue to BlurGartner 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.
@gShiftLabs #ContentTracking
Customer Process for Content Marketing(I need to…)
Inform Create Distribute Monitor Measure
@gShiftLabs #ContentTracking
gShift Data
gShiftSmarter Content
gShiftSearch Engines
& Social Networks
gShiftMonitors
Daily
gShiftReports
Automatically
gShift Accelerate & Proves the Outcome
Inform Create Distribute Monitor Measure
Customer Process for Content Marketing(I need to…)
@gShiftLabs #ContentTracking
Analyze & Inform
Smarter Content
Distributed inSearch, Social, Mobile, Email
Monitored Daily
Easy Reporting
CONTENT MARKETING
FOR THE “MODERN
MARKETER”
@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.”
@gShiftLabs #ContentTracking
Poll Question #1
Do you use a Content Campaign approach to your digital marketing strategies?
@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
@gShiftLabs #ContentTracking
Which Social Channels?• Identify appropriate social
media channels for your business based on signals, traffic and/or conversions
@gShiftLabs #ContentTracking
Content Performance Reporting• SEO = Optimized Content Marketing• Content Campaigns focused on
specific content, keywords and time periods
• Which events/tactics/channelsare delivering results?
• How did one campaign performvs. another?
@gShiftLabs #ContentTracking
Poll Question #2Which 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
@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.
@gShiftLabs #ContentTracking
Content Campaign Call Tracking
Content Campaign optimized for different Cities.
@gShiftLabs #ContentTracking
Poll Question #3
Do you currently connect offline engagement with online engagement?
@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
@gShiftLabs #ContentTracking
Key TakeawaysContent 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.
@gShiftLabs #ContentTracking
gShift Self Help Guides
http://www.gshiftlabs.com/resources/how-to-guides
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