The Dead Simple Way To Prove Content Marketing's Value
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Transcript of The Dead Simple Way To Prove Content Marketing's Value
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the dead simple way to prove content marketing’s valuefebruary 4, 2015
raventools.com
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the dead simple way to prove content marketing’s value intro
Arienne Holland Director of Marketing and Customer Experience
@arienneHO
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the dead simple way to prove content marketing’s value intro
What you’ll learn • the problem with proving content marketing’s value
• the Google Analytics solution
• the dead simple solution
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the dead simple way to prove content marketing’s value the problem
the problemHow do you proveto clients that content marketing is worth it?
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the dead simple way to prove content marketing’s value the problem
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the dead simple way to prove content marketing’s value the problem
Content is valuable.
Content ismore valuable when it is shared (linked).
Value grows over time.
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the dead simple way to prove content marketing’s value the problem
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the dead simple way to prove content marketing’s value the ga solution
the google analytics solution Gather referral data from GA. Dump it into a spreadsheet. Easy.*
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the dead simple way to prove content marketing’s value the ga solution
*Caveats • Existing Google Analytics Goals are a prerequisite
• “Easy” does not equal fast
• “Does not equal fast” equals tedious time suck
• It’s free
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the dead simple way to prove content marketing’s value the ga solution
Learn everythingyou need to know about GA goals, free!
Google Analytics Academy
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the dead simple way to prove content marketing’s value the ga solution
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the dead simple way to prove content marketing’s value the ga solution
Prep for the hack job 1. Google Analytics > Profile > Acquisition > All Traffic >
Referrals
2. Choose Explorer view “Summary”(or Goal Set X for more focused chart)
3. Choose Primary Dimension “Source”
4. Choose Secondary Dimension “Landing Page”
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then…
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5. Look for a referral source that’s bringing visitors who complete one or more of your goals.
6. Tip: drill down to the money-making goals.
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then…
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7. Click on the source of the money-making traffic.
8. Find out which URL(s) on the source domain are actually driving the money-making traffic.
the dead simple way to prove content marketing’s value the ga solution
then…
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9. Open the specific URLs (a.k.a. Referral Paths) delivering money-making traffic.
10.Find the link on the page.
then…
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11. Try to remember whether or not these are referral linksyou obtained via content marketing — by link building, relationship building, outreach or any other method that’s not random.
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then…
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12. Update your spreadsheet.
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then…
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13. Think, surely you could just download a CSV from Google Analytics with all of this in one table, right? Let’s try. 1. Google Analytics > Profile > Acquisition > All Traffic > Referrals. 2. Choose Explorer view “Summary” (or Goal Set X for more focused chart). 3. Choose Primary Dimension “Landing Page.” 4. Choose Secondary Dimension “Referral Path.” 5. Sort columns by Referral Path to group results. 6. Choose to view 5,000 rows. 6. Export to CSV. But that doesn't show you the domain, only the specific referral path. Not very useful. So… 1. Google Analytics > Profile > Acquisition > All Traffic > Referrals. 2. Choose Explorer view “Summary” (or Goal Set X for more focused chart). 3. Choose Primary Dimension “Landing Page.” 4. Choose Secondary Dimension “Source.” 5. Sort columns by Source to group results. 6. Choose to view 5,000 rows. 6. Export to CSV. But that doesn't show you the specific referring URL, only the domain. Not very useful. Okay, well, what if you just search for the referring URLs that you know were based on outreach, and then update your spreadsheet one line at a time?
the dead simple way to prove content marketing’s value the ga solution
then…
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REALIZE THIS IS A TEDIOUS
TIME SUCK
the dead simple way to prove content marketing’s value the ga solution
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prove content marketing’s value the dead simple solution
the dead simple solution Run the Link Referrals report in Raven. It takes ~4 seconds.*
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prove content marketing’s value the dead simple solution
*Caveats • OK, sometimes it takes 9 seconds
• Existing Google Analytics Goals are a prerequisite
• Your referral links (a.k.a. backlinks) must be stored and monitored in Raven’s Link Manager
• It’s not free — but what is your time worth?
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prove content marketing’s value the dead simple solution
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prove content marketing’s value the dead simple solution
Prep for surgery 1. Authorize Raven to crunch your Google Analytics data.
2. Go to Tool Options > Customize Settings.
3. Check the “Auto-Import” box.
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prove content marketing’s value the dead simple solution
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Go on,hum the Jeopardy theme song to yourself.
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REALIZE THIS IS DEAD SIMPLE
prove content marketing’s value the dead simple solution
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the dead simple way to prove content marketing’s value conclusion
What you learned • Proving content marketing ROI takes time
• You can do it manually with Google Analytics, spreadsheet, patience and a gazillion hours
• You can do it automatically with Raven, in seconds