gauge google analytics conference: content strategy with data

Taming The Content BeastGAUGE 2012 Presentation October 3, 2012

Amanda Bernard @amandabernardJeff Cram@jeffcram

Everyone is Investing in Content

Source: Content Marketing Institutehttp://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/

Taming The Content Beast#GAUGECON

@amandabernard@jeffcram

Renting vs. Owning

Source: Content Marketing ROI eBook - Eloqua & Kapost



The Content Confidence Gap

Source: Content Marketing Institutehttp://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/



Why is Content a Beast?

• It’s time consuming• It’s a never-ending task• Many topics to choose from• Appears in multiple forms• It has to be entertaining,

informative, and measureable• Everyone else is doing it• It can be difficult to understand

the impact on your business



We all know…



We’ve all heard

Content is King

Google is Coming

The Content



What we’ll cover today: Taming The Content Beast: The Trilogy



Episode 1Know Your Audience: Are you writing for the right Kingdoms?

Episode 2Mobilize Your Army: Are you focusing your efforts to topple your enemies?

Episode 3Measuring Impact: Which content KPI is the heir to the throne?

DATA!



Episode 1: Know Your AudienceAre you writing for the right Kingdoms?



Episode 1: Know Your Audience

Avoid the one-size-fits-all approach to content– Make sure you are writing for the right audience– Use analytics for audience segmentation– Develop data-driven personas



How we do it: Data-driven personas

ISITE creates Searcher Personas based on:• PPC data• Analytics• Research• Hypotheses



Keyword Grouping & Analysis



Demographic & Behavioral Research



• Core values• Convenience of

locations • All-inclusive program

(food, activities, curriculum)

• New child information• Moving with children

information

• Centers in her area• Openings/Availability• Hours• Tuition cost• Key information about

company

• Search for a center• Become repeat visitor• Visit a center details

page• Visit the ‘For Parents’

section• Visit KinderCare social

channel(s)• Tab engagement on

center details page

“I need to find a child care provider for my son while I’m away from home.”

Educate herself on the care options available for her child and narrow down the selection.

Moms Looking for Child Care

Target Audience: Women; ages 25-44

daycare childcare afterschool before school• daycare• day care• daycare centers• infant daycare• day care centers

• child care• childcare• child care centers• child care center• child care California

• afterschool programs• after school daycare

programs• after school daycare• after school child care• after school program

• before school care Arlington• before school care Arlington

Heights• before school care Concord• before school care Everett• before school care

Lexington

Data-driven Personas

Use your personas to inform your content topics.

What information can you provide to move your prospective customer to the next phase in the buying cycle?



Episode 2: Mobilize Your ArmyAre you focusing your efforts to topple your enemies?



Episode 2: Mobilize Your Army

Think about time vs. money

Spend time writing the right things!



Writing The Right Things

• Start with a content audit• Use data to inform

content strategy (topics, content types, distribution methods, etc.)



Arm Your Content Writers

• Use analytics to decide what to write about– Which keywords are driving qualified traffic from paid

and organic search?– Which pages or posts do people engage with the most?– Look at keywords that people are typing into your on-

site search

• Leverage keywords and news that people are searching for right now (trending topics)



Track Your Efforts

• Create a robust content calendar to track:– Target audience or persona type for each content

piece– Type of content (text, video, infographic, etc.)– Content distribution channels used– Published on date and time– Like, shares, and comments– Conversions





Track Your Efforts

Episode 3: Measuring ImpactWhich content KPI is heir to the throne?





Remember the personas?



Align personas to advanced segments

Bounce RateThe measure of how many visitors come to a page on your site and leave without viewing any other pages

A standard-issue KPI



Revisting Bounce RatesGood Content is Likely an Entry Page

“They came, they puked, they left”

Avinash KaushikDigital Marketing Evangelist, Google



Bounce rate segmentation

Segment by Why it matters

Keyword group Keywords show visitor intent. High bounce rates suggest the need for more segmented post click experiences.

Persona Each user has different motivations that should inform the content and user experience strategy

Browser/device Isolating mobile traffic and specific browsers can pinpoint specific areas to optimize

Previous page Context matters and the prior page and link can better inform what the user’s intent and expectation.

Location Many businesses are very location specific. More targeted location-based content can help reduce bounce rates.

Page load time Slow-loading pages are proven to increase bounce rates and conversion rates.

Onsite search Internal site searches are often overlooked. Many return very few relevant results



SolarWorld Americas increases conversion by 200% with audience segmentation and

geo-targeted landing pages

Source: http://www.isitedesign.com/insight-blog/12_05/solarworld-americas

Understand when traffic is accidental and untargeted

But wait, there’s more:Adjusted Bounce Rate

Onsite Search: A Goldmine for Content Optimization

Onsite Search: Dig in Deeper

http://rosenfeldmedia.com/books/searchanalytics/

Search Analytics for Your SiteBy Louis Rosenfeld

But be prepared for what you may find…

Good Content Needs Good Goals



Two Content-Driven Goals (for our blog)



Going Further: Tying Content to Revenue



Measuring Content Beyond the WebsiteMulti-channel measurement

Source: What Counts



And now, a high tech new tool…





http://www.youtube.com/watch?feature=player_embedded&v=Z9A3sj53E_M

Thank YouAmanda BernardISITE [email protected]

Jeff CramISITE [email protected]

More information at:www.isitedesign.com

Blogging on Optimization at:www.getreadyforday2.com



And now, a high tech new tool…





http://www.youtube.com/watch?feature=player_embedded&v=Z9A3sj53E_M

Thank YouAmanda BernardISITE [email protected]

Jeff CramISITE [email protected]

More information at:www.isitedesign.com

Blogging on Optimization at:www.getreadyforday2.com



gauge google analytics conference: content strategy with data

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