Using Attribution to Drive Content Strategy

Using Attribution to Drive Content Strategy

Contact: [email protected] | Digital Reach

We are a B2B Digital Marketing Agency focusing on demand generation.

Companies work with us to:• Increase qualified leads• Track SEO and SEM to ROI• Marketing Automation Support

About Us

• Search Engine Optimization• Paid Search & Display• Website Redesign• Marketing Automation


1 Why does Content Strategy matter?

2 What is Data Attribution and how can you use it?

3 SEO Audit Example

On the Agenda


Content is Critical to Google

• Matt Cutts – Content is King

• Google looks at quality and consistency and doesn’t like “thin” content

• Links & Content are King and Queen of SEO


Content and Linking go together!

Great Content Leads to:• Sharable content

• Guest Blogs

• Social Media

• Easier Prospecting for Links


Knowing your Content ROI makes better Links

Content-ROI Data helps with:• Link prospecting (best targets for partnership)

• Stronger blogs and articles (best content campaigns)

• Anchor text placement (best keywords)

• Destination URL (best landing pages)

7

What is data attribution?


Data Attribution

Contact: [email protected] | Digital Reach 9

Closed Loop ReportingCustom Analytics Setup to tie cross-channel visitor data to revenue in CRM.

How It Works


We install 14 hidden fields that send visitor source information with every lead:

First Touch Last Touch

Source Source

Medium Medium

Keyword Keyword

Landing Page Landing Page

Timestamp Timestamp

Campaign (UTM) Campaign (UTM)

Content (UTM) Content (UTM)

Data Output


$

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Marketing Campaigns Tied To ROI

Attribution data inset in CRM:


Closed Loop ReportingSome keywords might drive the majority of leads, but with attribution you’ll see which keyword themes drive the most revenue.

How It Works


Content without Data Attribution

Closed Won (??)

Form Submissions – CRM – 10,000 (50%)

Visits – 20,000

Landing Page A

Qualification (??)

Closed Won (??)

Form Submissions – CRM – 300 (30%)

Visits – 1,000

Landing Page B

QualificationQualification (??)

Landing Page A: 50% Conversion Rate. Clear

winner, right?


Content + Data Attribution = Track to ROI

Closed Won – 10

(10%)

Form Submissions – CRM – 10,000 (50%)

Visits – 20,000

Landing Page A

Qualification – 100 (1%)

Closed Won – 15

(50%)

Form Submissions – CRM – 300 (30%)

Visits – 1,000

Landing Page B

QualificationQualification – 30 (10%)

Landing Page B has a 50% higher ROI than Landing

Page A!


Content A vs. Content B

Content plays by the same rules:• Test content campaigns using attribution data

• Invest time and resources into crafting content that generates ROI, not just clicks!

• Always Be Testing – in SEO, no strategy is secure for the long term!


Keyword Level Organic Data

2013, Google completely eliminates Organic Keyword-level Data. But there are ways you can still gather it!

• SEM campaigns (Google’s preferred method)

• Keyword Mapping + Data Attribution


Referral Links and Guest Blog content

Data Attribution also helps us learn who our most valuable referring and linking partners are!

• Source = Referral

• Medium = Referring Domain

Just run a report looking for referring domains by ROI and there you have it! Now you know who to spend time trying to cultivate relationships with


Now, we can develop a Content Strategy

With Data Attribution (and a couple of other tricks), you can track the following to ROI:

• Landing Pages

• Content Campaigns

• Keywords

• Linking Partners & Referrals

This paints a complete map of what types of content best lead to ROI. Now, you can invest wisely and efficiently!

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Andrew SeidmanHead of Operations

Thanks for watching!

Email [email protected] or call 415.857.1263 for more information