BrightEdge Share15 - S305: Data Learning & Decision Making – Crawl, Walk & Run - Stefan Zechner

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Data = Content

How data can get us to a

meaningful content strategy

actually worth a customers

attentions.

#westernunion

@dasStefanSchaf

@brightedge #share15

Data about WU.


https://www.youtube.com/watch?v=gMbZYaWNdBM





Data needs Processes.KPI & Goal

Setting

Site Audit

Keyword Research

Competition Monitoring

Website Optimisation

Social & Customer Feedback Listening

Localization

Finaly Keyword Set

Content Calendar

Marketing Review Board

Performance Audit

PPC Campaign

Test on Viability

and CTRS


BrightEdge Ignite is Competitors Data.

We‘ve identified an opportunity of additional 1,470 keywords for the US market. Those have a combined search volume of 1.9m.

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New Keywords

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Search Volume (Monthly)


Listening is Customer. Data.

• Active Listening to our customers feedback

• Incorporating this feedback into our content

• Strategy adaptations based on learnings

• FAQs adapted on frequent questions

• Campaigns build around reoccuring topics


Social Data.

• Listenting to Branded

conversations

• Specific keyword listening

– By country

– By language

• Adapting keywords and strategy

based on learnings and

conversations

on social


Localization. Data is different.

• Global organization dealing in more than

200 countries.

• Focusing on 19 languages across the

Globe.

• Localization happens on two levels

– by translation and via transcreation

– manually taking the steps and

research outlined earlier


Calendarization of Data.

• Publishing Content Calendar

• Actual Copy, Creative and Targeting on Social

Channels such as Facebook, Twitter, …

• Content objectives, upcomming events,

suggestes hashtags, content owners, …

• Content Production Calendar based on

Data Research

• Tracking of Process

• Initial view of Business Impact per Content


Pure Data. Business Case.

Keywords•Search Query Volume

•Traffic

CTR•Based on industry average

•Based on PPC test

Conversion Rate

•On Site for Branded or Non-Branded content

Business Impact

•annualized revenue per new customer


Data needs Vetting.

1. Business

2. Content

3. Social

4. Global Analytics

5. Translation

6. Legal

7. Compliance

8. Brand


More Data thru A/B testing.

Test

More than 400 Words

Better Text : Code Ratio

Control

o Less than 150 Words

o Poor Text : Code Ratio

2x


Execution of Data.


Data & Issues.

Legal Restrictions

Technical Platform Limitations creating Workarounds

Unique Content

Right Publishing Platform

Domain-based Strategies (wu.com vs. westernunion.com)


Data can be meassured.

• Funnel View of Contnet Performance

• KPIs measured per day, device and page

– Compared MoM and YoY


Data can be meassured. • Rankings and their change

• Share of Voice on Search

• BrightEdge as an additional source

for Visits to cross-validate other data

sources


Data can be meassured.

• Content Consumption

– By Country

• Social Engagement

– By country


But Data performs.• Conversion to Acquisition: 2x the average

• Conversion to Purchase: 350% higher


But Data performs. Really.

• Conversion to Acquisition from Natural

Search more than 3x the average

• 50% decrease of Queries on Social in

relation to “How WU works”

Practical Takeaways


• Try and Error. There is no simple truth, even though search works

the same for all of us – content does not.

• Keywords still matter – their search query does not. Provide

unique content or at least a unique approach to an existing topic.

• Be social, be natural.

• Measure Content with a variety of KPIs.

BrightEdge Share15 - S305: Data Learning & Decision Making – Crawl, Walk & Run - Stefan Zechner

Marketing

Transcript of BrightEdge Share15 - S305: Data Learning & Decision Making – Crawl, Walk & Run - Stefan Zechner