Tracking Your Content Marketing Engagement

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.


Housekeeping…• Webinar content: 30 minutes• Three polls to conduct• Question & Answer: 10 minutes• Publish the Polls: 5 minutes• Socialize!

– #ContentTracking – @gShiftLabs– @KristaLaRiviere– @Convirza


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


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.


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


#1The importance of building Content Campaigns.


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.


Customer Process for Content Marketing(I need to)

Inform Create Distribute Monitor Measure


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)


Analyze & Inform

Smarter Content

Distributed inSearch, Social, Mobile, Email

Monitored Daily

Easy Reporting

CONTENT MARKETING

FOR THE “MODERN

MARKETER”


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.”



Poll Question #1

Do you use a Content Campaign approach to your digital marketing strategies?


#2The impact of Content on SEO.


SEO IS INTEGRATED

WITH EVERYTHING


Most Significant Missed SEO Opportunity



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



Which Social Channels?• Identify appropriate social

media channels for your business based on signals, traffic and/or conversions


#3Tracking online engagement metrics.


Content Engagement

Web PresenceAnalytics Informs

“Engaging Content”


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?



On-Site & Off-Site Engagement Metrics



Which keywords were impacted?


Which keywords were impacted?


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


#4Understanding & tracking offline engagement metrics.


The SEO Landing Page• Seo landing pages.


Convirza Software


Poll Question #3Do you currently connect offline engagement with online engagement?


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


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


Poll Results


Today’s Slides Shared

http://www.slideshare.net/gshift/get-your-seo-reporting-right06232015final

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






Digital Marketers Grapple with ROI


Poll Question #3On a scale of 1 to 5 where 1 is “Not Confident at all” and 5 is “Extremely Confident”, how confident are you in your organization’s ability to measure your content marketing investment?


Keywords Content

1. What stage of the sales funnel is this content for?2. It is supporting the prospect through the buying cycle?3. How do I prove it?4. Where are my content gaps?

Business

Tracking Your Content Marketing Engagement