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If another person If another person tells me to create tells me to create quality content …quality content …

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I know that. You know that.

You need proof, ROI.

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TOOLS AND GOALS FOR CONTENT MARKETING

Presented by:

Kate MorrisDirector of Client Strategies

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SEO Needs ContentSEO Needs Content

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Content Needs SEO Content Needs SEO … Data and Tools… Data and Tools

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Proving Content Value

1. Content Audit2. Data Points and Benchmarking3. Content Specific Metrics/Goals4. Company Specific Goal Reporting

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

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Step 1: Step 1: Content Content AnalysisAnalysis

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

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

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XENUXENUhttp://home.snafu.de/http://home.snafu.de/tilman/xenulink.htmltilman/xenulink.html

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Get your list of content Get your list of content into an Excel document into an Excel document

and bucket …and bucket …

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Content Types

These are just ideas … your content types should be based on your own situation.

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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

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Step 2: Collect Step 2: Collect ALL THE DATAALL THE DATA

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Question: What Question: What is performing is performing

the best?the best?

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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

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Backlinks• Three Favorite Tools:

• Open Site Explorer• AHREFs• Majestic SEO

• Pick your favorite and export the top pages report.

• The data will be different.

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SocialIf 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.

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DO IT ALLURL Profilerhttp://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.

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Step 3: Step 3: Determine Determine Goals per Goals per Content TypeContent Type

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What’s the Goal of this page?

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What’s the Goal of this page?

A. Contact a realtor.B. Click on an ad. C. Download the Zillow App.D. Search.

A. Contact a realtor.B. Click on an ad. C. Download the Zillow App.D. Search.

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What’s the Goal of this page?

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What’s the Goal of this page?

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What’s the Goal of this page?

A. Contact a realtor.B. Click on an ad. C. Download the Zillow App.D. Search.

A. Contact a realtor.B. Click on an ad. C. Download the Zillow App.D. Search.

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What’s the Goal of this page?

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

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

Paint

Social

Save as Favorite

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What’s the Goal of this page?

A. Sell Paint (Advertising)B. Social SharingC. Time on Site/SectionD. Contact a Realtor

A. Sell Paint (Advertising)B. Social SharingC. Time on Site/SectionD. Contact a Realtor

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What’s the Goal of this page?

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What’s the Goal of this page?

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Each Content Type Each Content Type should have their own should have their own

metrics and goals.metrics and goals.

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Know all the data. Know all the data.

Report on the important Report on the important metrics. metrics.

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Step 4: Tailor Step 4: Tailor Reports to Reports to Company Company GoalsGoals

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What are your company goals?

• Increased Brand Presence• Double Revenue• Hire the Best Talent

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What are your company goals?

• Increased Brand Presence• Double Revenue• Hire the Best Talent

Does your content strategy align with these goals?

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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.

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ALL TOGETHER NOWALL TOGETHER NOW

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Proving the Value of Content

1. Know your company goals.2. Develop your content plan and strategy around

achieving those goals.3. 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.

4. Know what content resources are available to you at all times.

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Thank you!

@katemorriskate@outspokenmedia.com