creating an analytics-driven content strategy
TRANSCRIPT
CREATING AN ANALYTICS-DRIVEN CONTENT STRATEGY
MARKETINGINNOVATION
SUMMITFOR B2B
presented by
#B2BSummit | @Demandbase April 29-30, 2015 | AT&T Park, San Francisco, CA
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Agenda
§ Groundwork § Segment Grid § Examples § Review & Questions
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Three Pillars of B2B Analytics
Website Goals
Content Groups
Visitor Segments ENGAGE CONVERT
ATTRACT
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COMPANY PROFILE • Geography • Industry/Vertical • Company Size
(Revenue, Employees) • Technology Stack
STANDARD • Demographics • Interests • Geography • Technology • Behavior
Visitor Segments that work best for B2B
NAMED ACCOUNTS • Relationship Type • Prospect • Customer • Partner • Competitor
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Content Groups (Classification)
TAXONOMY MECHANISM
2-3 level Hierarchy • Site Sections • Buyer Phase • Content Type • Intended Audience
• URL Pattern Rules • CMS Data
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How to Measure
§ Pageviews
§ Time on Page
§ Scroll Depth
§ Conversion Influence
§ Entries
§ Bounces
§ Exits
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Content vs. Visitor Segments Level 1 Level 2 Page-Level Metrics
Products
A B C D
Services
1 2 3 4
Knowledge Center
White Paper Case Study
Article Infographic
eBook
Conversion Contact Demo
Campaign
Company About News
Leadership Home
Key
Cor
pora
te
Em
ergi
ng
Mai
ntai
n
Logo
§ Site Sections plotted on Y axis
§ Visitor Segments on X axis
§ Select areas of the grid to focus on
§ Choose 1-3 metrics for visualizations
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Use Case Format
§ Planning
§ Configuration
§ Data Assembly
§ Analysis
§ Actions
Site Sections
Content Types
TAXONOMY TYPES
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Planning Site Sections
Research site navigation
Plot URL structure
Document Internal view
of content
Select performance
metrics
1 2 3 4
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Configuration
Classification hierarchy completed…. 1. Select dimension/variable with page names (URL’s)
2. Define delimiter for page name values
3. Create classification rules
4. Run and review classification output
Site Sections
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Data Assembly
1. Extract data from analytics platform Dimensions: Page name, Company attributes Metrics: Page metrics
2. Run content classification rules
3. Create calculated metrics and dimensions
Site Sections
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Analysis
1. Isolate a performance metric: Pageviews, entrances, exits, bounces, conversion influence
2. Plot top level of content hierarchy across visit segments (rows in grid)
3. Repeat for additional metrics
4. Look for patterns in page view volume and engagement
Site Sections
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Recommended Actions § Adjust nav/links to guide visitors to preferred content § Visual priority for relevant content § Order of link lists (top, left)
§ Focus on the most engaging sections for target segments
§ Strengthen segment-specific content
§ SEO for entry content
§ Optimize underperforming entry pages to push visitors to relevant content
§ Add CTA’s for relevant content § In-body, right rail § Related content
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Planning Content Type
Decide on taxonomy
(vocab/terms)
Inventory content
Store classifications
Select performance
metrics
3 41 2
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Configuration
When URL classifications are not an option…..
CMS ANALYTICS PAGEVIEW
Content Type
TAXONOMY
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The hard work of passing data from the CMS to the analytics platform is already done
1. Extract data from analytics platform Dimensions: Page Name, Company Profile Metrics: Page Metrics
2. Create calculated metrics and dimensions
Data Assembly Content Type
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Analysis
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Blog White Paper Data Sheet Video Case Study Best Practices
Solution Brief Brochure Infographic
Influ
ence
on
Con
vers
ion
Page
view
s
Influence
Pageviews
Content Type
Content Engagement and Performance (Key Accounts)
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Recommended Actions
§ Prioritize investment in the kinds of content that target visitors are consuming across buying phases
§ Use content preferences to drive selection of content for outbound campaigns
§ Experiment with on-site promotion of content that may be under-utilized
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Summary
• Establish target visitor segments
• Create content classification scheme (taxonomy)
• Configure data sources and classification rules
• Assemble the data
• Plot content segments against visitor segments
• Take action. Experiment.