gauge google analytics conference: content strategy with data
DESCRIPTION
ISITE Design's Jeff Cram and Amanda Bernard present "Taming the Content Beast with Data" at GAUGE conference, October 2012.TRANSCRIPT
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Taming The Content BeastGAUGE 2012 Presentation October 3, 2012
Amanda Bernard @amandabernardJeff Cram@jeffcram
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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
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Renting vs. Owning
Source: Content Marketing ROI eBook - Eloqua & Kapost
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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The Content Confidence Gap
Source: Content Marketing Institutehttp://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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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
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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We all know…
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
We’ve all heard
Content is King
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Google is Coming
The Content
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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What we’ll cover today: Taming The Content Beast: The Trilogy
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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?
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DATA!
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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Episode 1: Know Your AudienceAre you writing for the right Kingdoms?
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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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
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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How we do it: Data-driven personas
ISITE creates Searcher Personas based on:• PPC data• Analytics• Research• Hypotheses
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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Keyword Grouping & Analysis
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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Demographic & Behavioral Research
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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• 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
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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?
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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Episode 2: Mobilize Your ArmyAre you focusing your efforts to topple your enemies?
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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Episode 2: Mobilize Your Army
Think about time vs. money
Spend time writing the right things!
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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Writing The Right Things
• Start with a content audit• Use data to inform
content strategy (topics, content types, distribution methods, etc.)
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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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)
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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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
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
Track Your Efforts
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Episode 3: Measuring ImpactWhich content KPI is heir to the throne?
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
Remember the personas?
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Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
Align personas to advanced segments
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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
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
Revisting Bounce RatesGood Content is Likely an Entry Page
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“They came, they puked, they left”
Avinash KaushikDigital Marketing Evangelist, Google
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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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
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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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
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Understand when traffic is accidental and untargeted
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But wait, there’s more:Adjusted Bounce Rate
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Onsite Search: A Goldmine for Content Optimization
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Onsite Search: Dig in Deeper
http://rosenfeldmedia.com/books/searchanalytics/
Search Analytics for Your SiteBy Louis Rosenfeld
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But be prepared for what you may find…
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Good Content Needs Good Goals
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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Two Content-Driven Goals (for our blog)
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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Going Further: Tying Content to Revenue
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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Measuring Content Beyond the WebsiteMulti-channel measurement
Source: What Counts
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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And now, a high tech new tool…
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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Thank YouAmanda BernardISITE [email protected]
Jeff CramISITE [email protected]
More information at:www.isitedesign.com
Blogging on Optimization at:www.getreadyforday2.com
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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And now, a high tech new tool…
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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Taming The Content Beast#GAUGECON
@amandabernard@jeffcram
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Thank YouAmanda BernardISITE [email protected]
Jeff CramISITE [email protected]
More information at:www.isitedesign.com
Blogging on Optimization at:www.getreadyforday2.com
Taming The Content Beast#GAUGECON
@amandabernard@jeffcram