content marketing guide: the yin & yang of traffic and engagement
TRANSCRIPT
Content Marketing Guide: The Yin & Yang of Traffic and Engagement
Housekeeping / Admin
• Q&A - Submit your questions during the webinar via GoToWebinar and we will address them at the end
• Replays - Slides and recording will be available early next week on the Qzzr blog, and will be sent to all registrants
• Social - Please feel free to share what you hear
• #qzzrwebinar | @qzzr_ | @inboundwriter
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Our Presenters
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Owen FullerChief Qwizard, Qzzr
[email protected]@inboundwriter.com
Skip Besthoff CEO, InboundWriter
© 2015 InboundWriter
Agenda
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Intro: the Yin & Yang of Traffic and Engagement
Traffic Dreams vs Reality
Engagement
Case Studies
Q&A
2015 Content Facts
• Only 35% of B2B content marketers have a documented content strategy
• B2B companies that blog generate 67% more leads per month than those who do not blog
• Interactive content—such as apps, assessments, calculators, and quizzes—generates conversions … 70% of the time, compared to just 36% of the time for passive content
http://marketeer.kapost.com/content-strategy-2015/#axzz3bGGrNAYU5© 2015 InboundWriter
What Does This Tell Us
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ACTIVITY = GOOD?
Yin & Yang
• Two halves that together complete wholeness
• Yin and Yang are also the starting point for change
• When you split something into two halves – yin / yang, it upsets the equilibrium of wholeness 7© 2015 InboundWriter
‘Equilibrium’: Traffic + Engagement
• You need a mix of traffic and engagement to hit typical website goals
• Traffic (visitors, pageviews) is a top of the funnel metric / driver
• Healthy engagement drives visitors down the funnel 8© 2015 InboundWriter
Basic Metrics
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• At the website level, most people track basic performance metrics such as:
• Visitors
• Pageviews
• Pageviews per visit
• Repeat visitors
• Conversions / leads
What’s Behind The Metrics
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What’s Really Behind The Metrics
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Critical Question: Ask Why
• Very easy to lose the forest through the trees
• Standard analytics say what is happening, not why and how to improve
• For results, you need to understand, track and improve drivers throughout your funnel
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What Most People Miss
• What is my largest source of traffic (which specific campaign, article, etc)?
• Where should I invest resources for more traffic?
• Which traffic converts the best?
• Are certain types of visitors more engaged than others? Why?
• Does engagement yield more conversions / leads?
• What can I do to improve engagement? 13© 2015 InboundWriter
The Traffic Dream
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The Traffic Reality
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Published: 2/20/14 Random low levels of activity; 48 sessions to date
Best-in-Class Traffic Performance
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Published: 2/17/14 (same website, same week) Ramp weeks 3 – 9, strong consistent activity, 43K sessions
and building
How To Improve Content Traffic
• Know what drives traffic - ‘celebrity’ or ‘substance’
• Celebrity – your personal / website authority
• Substance – well-written content on topics your target audience cares about
• Build a base - consistent publishing
• Pick your battles – own a niche then expand
• Leverage data – work smarter not harder17© 2015 InboundWriter
Case Studies
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What About Engagement?
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Quizzes
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• Engaging by nature• Nourishing• All about “me”
“Stop telling me interesting and useful things about myself,” said no one, ever.
Quizzes
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They work:
81% completion rate2:27 average time5% lead conversion rate
Engagement
Show me something cool
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Engagement
Ask me interesting questions
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Engagement
Give me something to brag about
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Case Study – Fit Marketing/Stryde
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Case Study – Sideshow Collectibles
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Case Study – Sideshow Collectibles
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1,800 new orders1,220 new customers$75,000 in revenue
Case Study – Zenni Optical
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Case Study – Zenni Optical
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Wrap Up
• Think about traffic and engagement systematically
• Web performance goals
• Identify gaps
• Find solutions
• Work smarter not harder
• Leverage best of breed applications to accelerate
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InboundWriter Overview
Our Vision
InboundWriter predicts content traffic performance before the content is written, based on the topic and target website
Our Software
To simplify creating content that engages target audiences and drives superior performance
Industry Recognition
Our Customers• Content Marketers: enterprises and agencies• Launched in Sept, 2014; 70 accounts• Commonalities: content and performance
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Qzzr Overview
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Pollcaster Overview
World’s best publishers, brands and agencies
Tens of thousands of quizzes & polls being taken millions of times
Qzzr & Pollcaster Overview
To Learn More…
• Get started with a free account at Qzzr.com and Pollcaster.com
• Check out the Qzzr Blog and download the free ebook, “Are you a Qwizard?”
• Reach out via email to Skip ([email protected]) or visit InboundWriter.com to set up a brief demo with your site
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Content Marketing Guide: The Yin & Yang of Traffic and Engagement