Post on 16-Apr-2017
Using Attribution to Drive Content Strategy
Contact: andrew@digitalreachagency.com | Digital Reach
We are a B2B Digital Marketing Agency focusing on demand generation.
Companies work with us to:• Increase qualified leads• Track SEO and SEM to ROI• Marketing Automation Support
About Us
• Search Engine Optimization• Paid Search & Display• Website Redesign• Marketing Automation
Contact: andrew@digitalreachagency.com | Digital Reach
1 Why does Content Strategy matter?
2 What is Data Attribution and how can you use it?
3 SEO Audit Example
On the Agenda
Contact: andrew@digitalreachagency.com | Digital Reach
Content is Critical to Google
• Matt Cutts – Content is King
• Google looks at quality and consistency and doesn’t like “thin” content
• Links & Content are King and Queen of SEO
Contact: andrew@digitalreachagency.com | Digital Reach
Content and Linking go together!
Great Content Leads to:• Sharable content
• Guest Blogs
• Social Media
• Easier Prospecting for Links
Contact: andrew@digitalreachagency.com | Digital Reach
Knowing your Content ROI makes better Links
Content-ROI Data helps with:• Link prospecting (best targets for partnership)
• Stronger blogs and articles (best content campaigns)
• Anchor text placement (best keywords)
• Destination URL (best landing pages)
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What is data attribution?
Contact: andrew@digitalreachagency.com | Digital Reach
Data Attribution
Contact: andrew@digitalreachagency.com | Digital Reach 9
Closed Loop ReportingCustom Analytics Setup to tie cross-channel visitor data to revenue in CRM.
How It Works
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We install 14 hidden fields that send visitor source information with every lead:
First Touch Last Touch
Source Source
Medium Medium
Keyword Keyword
Landing Page Landing Page
Timestamp Timestamp
Campaign (UTM) Campaign (UTM)
Content (UTM) Content (UTM)
Data Output
Contact: andrew@digitalreachagency.com | Digital Reach
$
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Marketing Campaigns Tied To ROI
Attribution data inset in CRM:
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Closed Loop ReportingSome keywords might drive the majority of leads, but with attribution you’ll see which keyword themes drive the most revenue.
How It Works
Contact: andrew@digitalreachagency.com | Digital Reach
Content without Data Attribution
Closed Won (??)
Form Submissions – CRM – 10,000 (50%)
Visits – 20,000
Landing Page A
Qualification (??)
Closed Won (??)
Form Submissions – CRM – 300 (30%)
Visits – 1,000
Landing Page B
QualificationQualification (??)
Landing Page A: 50% Conversion Rate. Clear
winner, right?
Contact: andrew@digitalreachagency.com | Digital Reach
Content + Data Attribution = Track to ROI
Closed Won – 10
(10%)
Form Submissions – CRM – 10,000 (50%)
Visits – 20,000
Landing Page A
Qualification – 100 (1%)
Closed Won – 15
(50%)
Form Submissions – CRM – 300 (30%)
Visits – 1,000
Landing Page B
QualificationQualification – 30 (10%)
Landing Page B has a 50% higher ROI than Landing
Page A!
Contact: andrew@digitalreachagency.com | Digital Reach
Content A vs. Content B
Content plays by the same rules:• Test content campaigns using attribution data
• Invest time and resources into crafting content that generates ROI, not just clicks!
• Always Be Testing – in SEO, no strategy is secure for the long term!
Contact: andrew@digitalreachagency.com | Digital Reach
Keyword Level Organic Data
2013, Google completely eliminates Organic Keyword-level Data. But there are ways you can still gather it!
• SEM campaigns (Google’s preferred method)
• Keyword Mapping + Data Attribution
Contact: andrew@digitalreachagency.com | Digital Reach
Referral Links and Guest Blog content
Data Attribution also helps us learn who our most valuable referring and linking partners are!
• Source = Referral
• Medium = Referring Domain
Just run a report looking for referring domains by ROI and there you have it! Now you know who to spend time trying to cultivate relationships with
Contact: andrew@digitalreachagency.com | Digital Reach
Now, we can develop a Content Strategy
With Data Attribution (and a couple of other tricks), you can track the following to ROI:
• Landing Pages
• Content Campaigns
• Keywords
• Linking Partners & Referrals
This paints a complete map of what types of content best lead to ROI. Now, you can invest wisely and efficiently!
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Confused? Let us take a look!
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Thanks for watching!
Email andrew@digitalreachagency.com or call 415.857.1263 for more information