track my content: using urls to track content interaction

Track My Content

Adam Higgins, Technical Project Manager

Integrated eMessaging Solutions

For over a decade, Adam functions as a marketing and business analyst for non-profits and associations. In 2013, Adam joins HighRoad Solution as the technical project manager to manage eMarketing and digital communication implementations.

Throughout Adam’s career, he bridges the gap between the business units and information technology department. Adam began his career at the Los Angeles County Department of Community and Senior Services where he developed and managed databases for thousands of Workforce participants. Moving on to Western Growers in 2006, Adam managed the enterprise association management system (AMS), and oversaw web development, design, and analysis for websites.

Adam Higgins is a graduate from California State University, Dominguez Hills. He’s a Los Angeles native that now resides in Atlanta, GA with his wife and son. Adam is one of the few men that enjoys wearing a suit and tie to work.


Content Marketing

• Creating and sharing of content• Delivering high-quality, relevant and

valuable information to your constituents

• Content is focused and well curated for the target audience.

• Credible source


People Gravitate to the Experts• Lead Generation• Leads to Direct Sales• Brand Equity, Awareness and Loyalty


Transform from Me to You

• Humanistic Quality• Brand as a person• Content with Interactivity


Perfect for Associations

• Inherently setup to help members• Massive data in CRMs and AMS– Purchase History– Demographics

• Churning content for years– Publications– Subscriptions


Content

• Infographics• eBooks• Articles• How-To Guides• Case Studies• Press Releases• Webinars• Videos• Newsletters• Whitepapers


Marketing Analyst ToolkitThe Utility Belt


Web Analytics

• Google Analytics–Most widely used web analytics platform–Well documented.– Advanced features are powerful for

content marketing.


Data Crunching

• Excel• AMS Query System


Survey Tools

• Key Survey– Essential to Content Marketing– Quantitative Data–Measure Brand Equity– Complements Behavioral Data


Landing PagesLead Generation


White Paper Landing Pages


Landing Page FunnelDesktop Mobile

Social Media

Organic Direct Email

Landing Page

Email Prospect

Data Collection


White Paper Landing Page Setup• Get it Done –Most Important

Lead Gen Data– Simple Setup– No Source Details– No Page Metrics–Manual Input–Manual Data Collection


White Paper Landing Page Setup• Simple Sophistication– Use Google Analytics– Get Page Activity• Click (requires event tracking)• Duration

–Manual Input–Manual Data Collection (Micro Details)– Google Reports Macro Details


White Paper Landing Page Setup• Marketing and I.T. Rock Stars– Use Google Analytics– Get Page Activity• Click• Duration

– Auto Input via Web Module– AMS Reports Micro– Google Reports Macro


NewsletterCornerstone to Digital

Marketing


Newsletter Funnel

Desktop Mobile

Email

Article

Call to ActionRegister for EventWatch VideoDownload PDFRead Article


Newsletter

• Standard Email KPIs– Opens– Bounces– Clicks– Device Metrics Mobile and Desktop


Google Link Append

• Campaigns– Source*: Target Audience –Medium*: Email– Term: Individual Links in Email– Content: Table of Content Order– Name*: Newsletter Title


Google Append Builder

See: https://support.google.com/analytics/answer/1033867?hl=en

http://website.highroadsolution.com/?utm_source=webinar_segment&utm_medium=email&utm_term=link_title&utm_content=story1&utm_campaign=HighRoadUNews


Campaigns


Going Beyond Page Views

• Events– Track actions by

visitor• Click• Scroll• Duration


Going Beyond Page Views and Clicks

• Events– Category: Downloads– Action: PDF– Label: /whitepaper/webtrends.pdf


Questions?

Any questions regarding today’s topic?