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How to Build the Perfect Google Analytics Implementation for Measuring Content Marketing

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GOOGLE ANALYTICS FOR CONTENT MARKETING


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HI! I’m Brian Honigman I’m a Marketing Consultant, Speaker and Writer. @BRIANHONIGMAN


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PURPOSE DRIVEN CONTENT IS KEY


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brand uild a ow to b earn h L tent. ing con ose us th purp wi PURPOSE DRIVEN CONTENT IS KEY tionable tips ee tons of ac y article to s read m t examples! and relevan


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But tactical know-how helps turn… PURPOSE into… REALITY


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IS THE ULTIMATE TACTICAL TOOL …if you know how to use it.


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ULTIMATE GUIDE TO BUILD THE PERFECT ANALYTICS IMPLEMENTATION FOR CONTENT TACTICAL TOOL IS THE ULTIMATE MARKETING …if you know how to use it.


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BUILD A LINK TAGGING PROTOCOL AND STICK WITH IT!


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YOUR OMER CUST GGED TA LINKS


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USE GOOGLE URL BUILDER TO TAG LINKS


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GET WAY MORE FROM YOUR LINKS


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MAIN CONTENT Facebook Ad You can track ads by campaign, type and even do A/B tests. UTM’s are awesome!! See how traffic from specfic ads interacts with your content. This can shed tons of light on your audience types.


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MOST IMPORTANTLY: ONCE YOU CHOOSE A TAGGING PROTOCOL STICK WITH IT!!


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BUILD TRACKABLE EVENTS LOGICALLY IN
 TO CONTENT A/B


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A LOT OF CONTENT MARKETING HAPPENS DUE TO INTERNAL REFERRALS


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PLACE UTM LINKS ON CONTENT MEANT TO CONVERT VIA INTERNAL REFERRALS


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TAKE GREAT CONTENT…


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AND ADD A GREAT CTA…


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THEN HAVE IT POINT TO A SHOP PAGE…


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WHICH IS TAGGED WITH A UTM…


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NOW YOU’LL ALWAYS KNOW WHAT WORKS!!!


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LOOK PAST LAST-CLICK ATTRIBUTION


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THE PATH TO CONVERSION IS INDIRECT…


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AND VERY SLOW


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CONVERSIONS OFTEN
 HAVE STRANGE
 PATHS


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USE MULTI-CHANNEL FUNNELS IN GOOGLE ANALYTICS SOCIAL CONTENT BUY!


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SHED LIGHT ON CONVERSION PATHS


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ONE IMPORTANT TRICK… USE CONVERSION VALUE TO ESTIMATE VALUE OF NONMONETARY ACTIONS


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10,000 visitors to content 15% will sign up for your newsletter 25% will convert within three months $50 average order value CONTENT EARNINGS OF 18,750!


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COMBINING ALL OF THESE ELEMENTS CAN HELP 1. TRACK ROI ACROSS CHANNELS 2. UNDERSTAND PATH TO PURCHASE 3. OPTIMIZE DIFFERENT CHANNELS


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THANKS FOR READING! KEEP IN TOUCH! Follow Subscribe Connect


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