Track and Measure Content Marketing ROI Webinar- Part 1

right I'm going to begin now thank everyone for joining this is our content monthly content marketing webinar here at idea launch we're happy today to be joined by Carol Lehman the CEO postrank I'm going to burn through this first section of the content marketing webinar and just acclimate everybody to the science of content marketing and how we approach it you would hear it ideal lunch I think you'll find it interesting in a quick spin and then we're going to dive right into creating a content marketing plan and and really flushing out some of the details which set us up for tracking content marketing ROI we're going to have a fun twist from Carol on social engagement and she's going to guide us through some of her technology that helps track the ROI of the impact in measuring social engagement which will be really exciting so first a little bit about the revolution that we're all part of what is content marketing it's really the art of listening to your customers wants and needs and in doing that in really creative ways like not just looking at your search box but looking at what's going on in the social media space looking at your analytics what pages people look at looking at things like certainly popularity but it really is an art it's an art to listen to really what the wants and needs are especially when we're faced now with so many choices of how to do that there's also a science to content marketing that I thoroughly believe in and that's delivering content in a compelling way we're really seeing a whole new wave of content assets being delivered these days and there's a high level of expectation that we reach the video marketplace and and and move well beyond the the print collateral and advertising market place into more exciting vehicles to express what we're doing and to help people make their life better it's also constantly testing campaigns and testing with a/b testing and multivariate testing I like telling people if you're not testing your landing pages you're living in the dinosaur age your website really can become a market research vehicle for you to accelerate your business at fast pace all through the the advent of free technology like Google Google Website optimizer and in looking at its simple test you know a be test you know two versions of a single page begin to tell you what resonates best and what performs best with with with readers and prospect customers we're also beginning to measure engagement much more intelligently and people's desire for more we can look at most popular pages on our website we can look at the most popular downloads we can look at what people seem to gravitate towards and create more of it and more creative ideas around the ideas that people seem to want we also need to catch people that are orbiting at high speeds and with with apps and and desktop downloads and mobile feeds and all the other vehicles so it's just really getting interesting out there now and it in content marketing of Seth Godin says the only marketing left is is content marketing and we're really beginning to see that now content is the centerpiece of it all what we're also seeing is a great degree of sophistication and using content as a pipeline to both educate and and drive sales the smart companies out there are looking at interaction and engagement of content assets on their website or in promotions they're sending out and they're scouring their prospect customer database based upon that engagement which is helping their sales reps reach the right people at the right time that are most interested in and what you're offering which isn't just a a spiel on your benefits and features pushed out in the old-style way so scoring content engagement it is really becoming the centerpiece of why we're doing all this to try to learn what's what's happening out there so it really begins at least for us and probably for most all of us on the line here today with a with a plan and and the plan needs to scope out what you're going to accomplish you need to survey the competition you need to look super closely at your customers wants and needs and then perform some research there you of course need to do extensive keyword research and finally you can create an SEO plan a Content plan and even a performance plan and I'm going to go over this quickly with you now so some of my favorite research tools which really where I begin is hubspot of course we're probably all familiar with website greater there's some fabulous tools that I have listed on here and by the way this slide deck will be available both on SlideShare and we can get a copy out to everyone as well in PDF form after this presentation we're also going to be sending you a couple links to some free tools and even carol has prepared a free demo for you of her technology platform so lucky you for listening in in addition to of course the fabulous 301 content marketing tips book that you'll offer but anyway back the tools tools are fantastic there are so many of them out there I encourage you to play with them with all of these and many others to really dig down under the under the skin of your competition to see what's working and what isn't working for both you and your competition I like putting together what I call sort of a scorecard where you go in or a report card if you will where you will you sort of you know intelligently rank how your site is both performing and producing content in relation to the competition and I think it's a healthy exercise it doesn't take a long time to do this and it's a great starting point to really see what exactly you need to do to change your plan we also have interesting reports that we generate here for clients with our proprietary tool set called word vision that allows us to quickly capture market share spyfu has a great plug-in here as well that allows you to see how you're performing organically and on a pay-per-click basis with regards to competitive analysis so here for example what we're doing is we're saying you know okay how does idea launch our website compared to marketingprofs com we have some top listings that they don't but they of course have topless things that we don't so we're quickly able to see where we're beating them and where they're beating us with regards to listing positions related to the keywords that we've loaded into our technology here finally we're going to create an SEO plan and it's going to have a number of different elements to it some of the elements are going to be putting together what we call a keyword universe where we go out and research about 10,000 keywords for every domain name that we're creating content for here at idea launch and this allows us to have a super broad perspective of multiple ways that we could potentially achieve top listings in the search engines we want to look well beyond just the this small group of keywords which we call golden key words that a client is telling us they want a top listing for we're saying wait a second we're going to create a lot of content there's a lot of different categories of content we could create and silos of keywords that we could optimize for within those categories and we want to broaden the sphere to really see where we can have impact where we can move the needle and deliver some ROI on performance but it starts right at this SEO planning phase so what our technology is doing is helping us to track the pay-per-click price and the search volume of every single keyword that we're loading into our technology here and again this is data that you can get for free on Google and other places but the important thing is to think broad when you're developing an SEO plan so your content can really find the best performance track based upon your paths s success and like popularity and all the other things going on so the next thing we like doing and we can do this really quickly and easily and really so can anybody on the line just using some of these free tools we have something in word vision called trend report where we get we can instantly click on this report and see what we all the low-lying fruit namely listing positions at Google for positions 11 through 50 so for example at the time of this report ideal launch was positioned 33 back in November I really need to update this slide I think we're down at 20-something now you know so we can look closely at it our listing positions and and and and find the keyword phrases that are in this zone this low-lying fruit zone where we if we if we create content a lot of content sometimes they're a little bit of content around these phrases or if we build in some internal link strategy we can have an impact we can move these keyword listing positions into the top 10 where we all know 80-plus percent of the traffic really comes from

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