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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GROUNDWORK

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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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SEGMENT GRID

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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 CASES

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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

0.00

0.20

0.40

0.60

0.80

1.00

1.20

0

1

2

3

4

5

6

7

8

9

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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.

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THANK YOU!