Using Attribution to Drive Content Strategy
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You know that having great content is Google’s number one ranking factor for SEO. Plus, you know all there is to know about your product. Shouldn’t it be easy to combine the two and come up with an effective content plan that works for SEO? Actually, it can be a bit harder than you’d think! Your opinion of great content might differ from Google’s, or more importantly, it might differ from what your target customer wants to see. How can you know how to structure a content strategy that is focused both on SEO results and drives ROI in terms of real, valuable conversions? Data Attribution is the key! On December 20th, Head of Operations Andrew Seidman will be hosting our newest Web Clinic: Using Attribution to Plan Content Strategy. In the Web Clinic, we’ll show you how to: Use Attribution Data to connect SEO to ROI Use Attribution Data to generate ROI-based content Plus, we’ll perform some live website audits to look for common SEO mistakes that you can fix right away. We’re looking forward to seeing you!
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Using Attribution to Drive Content Strategy
- 1. Using Attribution to Drive Content Strategy
- 2. Contact: andrew@digitalreachagency.com | 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
- 3. Contact: andrew@digitalreachagency.com | Digital Reach 1 Why does Content Strategy matter? 2 What is Data Attribution and how can you use it? 3 SEO Audit Example On the Agenda
- 4. Contact: andrew@digitalreachagency.com | Digital Reach 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
- 5. Contact: andrew@digitalreachagency.com | Digital Reach Content and Linking go together! Great Content Leads to: • Sharable content • Guest Blogs • Social Media • Easier Prospecting for Links
- 6. Contact: andrew@digitalreachagency.com | Digital Reach 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. 7 What is data attribution?
- 8. Contact: andrew@digitalreachagency.com | Digital Reach Data Attribution
- 9. Contact: andrew@digitalreachagency.com | Digital Reach 9 Closed Loop Reporting Custom Analytics Setup to tie cross-channel visitor data to revenue in CRM. How It Works
- 10. Contact: andrew@digitalreachagency.com | Digital Reach 10 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
- 11. Contact: andrew@digitalreachagency.com | Digital Reach $ 11 Marketing Campaigns Tied To ROI Attribution data inset in CRM:
- 12. Contact: andrew@digitalreachagency.com | Digital Reach 12 Closed Loop Reporting Some keywords might drive the majority of leads, but with attribution you’ll see which keyword themes drive the most revenue. How It Works
- 13. Contact: andrew@digitalreachagency.com | Digital Reach 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?
- 14. Contact: andrew@digitalreachagency.com | Digital Reach 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 Qualification Qualification – 30 (10%) Landing Page B has a 50% higher ROI than Landing Page A!
- 15. Contact: andrew@digitalreachagency.com | Digital Reach 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!
- 16. Contact: andrew@digitalreachagency.com | Digital Reach 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
- 17. Contact: andrew@digitalreachagency.com | Digital Reach 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
- 18. Contact: andrew@digitalreachagency.com | Digital Reach 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!
- 19. 19 Confused? Let us take a look!
- 20. Get a second opinion on your SEO & Demand Generation Approach In a 30 minute consultation, learn: Where you rank in relation to competitors Measure revenue opportunity from Search What you can do to accelerate results from SEO now Andrew Seidman Head of Operations Thanks for watching! Email andrew@digitalreachagency.com or call 415.857.1263 for more information
Notes de l'éditeur
- We’re a digital marketing agency specializing in online lead generation, building sales pipelines and revenue. How exactly do we move the needle for our clients? We deliver more leads and better quality leads with cutting-edge SEO, SEM, Website Design and Content Marketing strategies.
- Choose your key performance indicators based on your ultimate campaign goals. Ultimately, you should judge content success by measuring how much REVENUE leads brought in through your content marketing efforts and how it’s affecting your your bottom line. This first set of metrics is a good start in evaluating content performance, but they’re not enough to fully evaluate ROI. Marketers need take it one step further by tying content efforts to (1) Qualified leads, (2) Sales pipeline opportunity dollars, and/or (3) closed won revenue in your CRM. Key Takeaway: To measure which campaigns generate the most REVENUE, not just leads, you need to set up your CRM to track closed deals back to the influencing campaign. [Next Slide]