'

If another person tells me to create quality content …

Понравилась презентация – покажи это...





Слайд 0

If another person tells me to create quality content …


Слайд 1

I know that. You know that. You need proof, ROI.


Слайд 2

TOOLS AND GOALS FOR CONTENT MARKETING Presented by: Kate Morris Director of Client Strategies


Слайд 3

SEO Needs Content


Слайд 4

Content Needs SEO … Data and Tools


Слайд 5

Proving Content Value Content Audit Data Points and Benchmarking Content Specific Metrics/Goals Company Specific Goal Reporting


Слайд 6

It might seem like a long road, so we’ll take this in steps.


Слайд 7

Step 1: Content Analysis


Слайд 8

Question: What types of content do you have right now?


Слайд 9

Screaming Frog http://www.screamingfrog.co.uk/seo-spider/


Слайд 10

XENU http://home.snafu.de/tilman/xenulink.html


Слайд 11

Get your list of content into an Excel document and bucket …


Слайд 12

Content Types Simply “Blog Post” or … Weekly Contest Weekly Review post Social Contest How to FAQ Product Page General Site Page (About/TOS) Forms Category Pages Resources White Paper Infographic Press Informational Transactional These are just ideas … your content types should be based on your own situation.


Слайд 13

Want to be really badass? Get your content buckets solidified and simplified then use Google Tag Manager to tag all of your content in buckets as it comes into Analytics. Info: Google Tag Manager Content Grouping Note: You can only have five major content groupings, but can have unlimited groups within the grouping. Info: Justin Cutroni’s Data on Content Grouping


Слайд 14

Step 2: Collect ALL THE DATA


Слайд 15

Question: What is performing the best?


Слайд 16

Analytics Timeline: Past 12 Months Export Landing Page Information GA Location: Behavior ? Site Content ? Landing Pages Sessions/Visits Bounce Rate Time on Page Conversion Data


Слайд 17

Backlinks Three Favorite Tools: Open Site Explorer AHREFs Majestic SEO Pick your favorite and export the top pages report. The data will be different.


Слайд 18

Social If you choose Open Site Explorer, you can get social data and link data for all pages in one download! Well … the “big” social platforms. You’ll need to download information from other places like LinkedIn and Pinterest.


Слайд 19

DO IT ALL URL Profiler http://urlprofiler.com/features-content-audits/ Crawls Pulls Analytics Data Pulls Link Data Pulls Social Data Page Speed Warning: You do need to have admin access to accounts and subscriptions to the tools used to use this to it’s fullest extent.


Слайд 20

Step 3: Determine Goals per Content Type


Слайд 21

What’s the Goal of this page?


Слайд 22

What’s the Goal of this page? Contact a realtor. Click on an ad. Download the Zillow App. Search.


Слайд 23

What’s the Goal of this page? Contact a realtor. Click on an ad. Download the Zillow App. Search.


Слайд 24

What’s the Goal of this page?


Слайд 25

What’s the Goal of this page? Contact a realtor. Click on an ad. Download the Zillow App. Search.


Слайд 26

What’s the Goal of this page? Contact a realtor. Click on an ad. Download the Zillow App. Search.


Слайд 27

What’s the Goal of this page? This is the Zillow Home Design section, think Houzz or Pinterest.


Слайд 28

What’s the Goal of this page? This is the Zillow Home Design section, think Houzz or Pinterest. Paint Social Save as Favorite


Слайд 29

What’s the Goal of this page? Sell Paint (Advertising) Social Sharing Time on Site/Section Contact a Realtor


Слайд 30

What’s the Goal of this page? Sell Paint (Advertising) Social Sharing Time on Site/Section Contact a Realtor


Слайд 31

What’s the Goal of this page? Sell Paint (Advertising) Social Sharing Time on Site/Section Contact a Realtor


Слайд 32

Each Content Type should have their own metrics and goals.


Слайд 33

Know all the data. Report on the important metrics.


Слайд 34

Step 4: Tailor Reports to Company Goals


Слайд 35

What are your company goals? Increased Brand Presence Double Revenue Hire the Best Talent


Слайд 36

What are your company goals? Increased Brand Presence Double Revenue Hire the Best Talent Does your content strategy align with these goals?


Слайд 37

What are your company goals? Increased Brand Presence Report on the content that is getting the company name in front of new customers. Double Revenue Focus efforts on product and category content rather than social based. Hire the Best Talent Focus on content developed for new talent and the goal of more applications and time on the Careers section of the site.


Слайд 38

ALL TOGETHER NOW


Слайд 39

Proving the Value of Content Know your company goals. Develop your content plan and strategy around achieving those goals. Set expectations but be ready to answer all questions about content performance. Track all metrics for all content but only report on the metrics that match the content. Know what content resources are available to you at all times.


Слайд 40

Thank you! @katemorris kate@outspokenmedia.com


×

HTML:





Ссылка: