Content Marketing Retreat: Content, Keywords, Analytics
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The document summarizes a content marketing retreat that discusses using keywords to inform content strategy and measure performance. It provides examples of broad vs. long tail keywords and how B Lab used analytics over time to shift their focus from small businesses to end consumers, establishing solid B Corps and transferring marketing through consumer education outreach.
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Content Marketing Retreat: Content, Keywords, Analytics
- 1. Content Marketing Retreat Content, Keywords, Analytics Tim Frick January 26, 2012
- 3. Create content that adds value. • Use keywords to inform content. • Use keyword metrics to inform content strategy.
- 4. KEYWORD STRATEGY Keywords inform everything
- 6. KEYWORD STRATEGY Broad Term vs. Long Tail Broad Term “MP3 Player” Long Tail “iPod Touch 3G”
- 9. KEYWORD MEASUREMENT Is your content performing?
- 10. Poor keyword performance? Target new ones. (but give them some time first)
- 11. UX Keywords Analytics
- 12. TRANSLATED UX Web Marketing Marketing Team
- 13. Case Study: B Lab
- 15. CERTIFIED B-CORPORATION B Corps use the power of business to solve social and environmental problems.
- 17. B LAB’S PROBLEM Continue to build awareness with small businesses or focus on end consumers?
- 18. B LAB’S HYPOTHESIS Consumers want to learn about B Corps.
- 19. B LAB’S ANALYSIS
- 20. B LAB’S ANALYSIS Used analytics over time to shift focus: • Keyword report • Pageviews report • Traffic patterns
- 21. B LAB’S RESULTS
- 22. B LAB’S ANALYSIS Cross-referenced analytics data with: • Incoming calls • Questions • Other offline data sources
- 23. RESULTS New direction for website and outreach: • Establish a number of solid B Corps • Transfer marketing to consumers • Education outreach
- 24. Thank you tim@mightybytes.com mightybytes.com facebook.com/mightybytes twitter: @mightybytes
Hinweis der Redaktion
- Here’s how my company Mightybytes marries keywords, content, and analytics to drive engagement.\n
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- Analytics and keywords are closely related.\nArguably, they form the place where the snake’s tail is in its mouth.\n
- Report: \n\nProvide relevant, actionable insights in the right context that will help improve results.\n
- Our Approach:\nWe run everything through the value filter: does it add value to the person who’s reading it?\n
- Keywords should inform everything about your online presence: social, web, etc.\n\nThese will be measurable on the other end, so start with a good list as part of your strategy.\n\nApply a measurable keyword strategy to every aspect of your online presence—website, social, business, marketing, and so on.\n\nKeywords should drive:\nAll marketing endeavors (on and offline)\nDirectory structures of websites\nPage content\nSocial content\netc. etc.\n
- Page optimization and use of keywords.\nTarget keyword density typically 2-10%\n\nApply this to social network profiles as well.\n
- Use a combination of general broad term and long tail keywords in your content for best results. \n\nThis works best for your website, but is relevant for social content as well.\n
- Use a combination of general broad term and long tail keywords in your content for best results. \n\nThis works best for your website, but is relevant for social content as well.\n
- Google Keyword Tool: Pick relevant keywords on the front end...\n\nOffers detailed reports on keyword suggestions, including number of searches, popularity, cost, etc.\nGet with a Google AdWords Account\n\nAlso WordTracker, SEOMoz, and other tools\n
- Cross-reference those keywords on the back end.\n
- Google Analytics: Dashboard\n\nBird’s eye view of site traffic:\n\n- Overall visits\n- Page views\n- Pages per visit\n- Bounce rate\n- Average time on site\n- % New visits\n
- Run keywords reports\nUse annotations\nTrack sources \nTrack content performance\nTrack time spent on pages\nTrack goals\n\n\n
- Analytics programs will tell you how your keywords are performing.\n\nGive your keywords a few months. If they are not performing satisfactorily, swap ‘em out.\n
- UX sits in the middle of this all and can potentially trip up your keyword strategy.\n\nClearly connect marketing, design/dev, and analytics goals across the board.\n
- UX sits in the middle of this all and can potentially trip up your keyword strategy.\n\nClearly connect marketing, design/dev, and analytics goals across the board.\n
- What to do with all this data? Bring it full circle:\n\nLather, rinse, repeat.\n
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- Who knows what a B Corporation is?\n\nB Lab drives systemic change through three interrelated initiatives: \nBuilding a community of Certified B Corporations to make it easier for all of us to tell the difference between “good companies” and just good marketing \n\nAccelerating the growth of the impact investing asset class through use of B Lab’s GIIRS Ratings & Analytics by institutional investors\n\nPromoting legislation creating a new corporate form that meets higher standards of purpose, accountability and transparency.\n
- 517 B Corporations $2.9 Billion in Revenues 60 Industries $2 million in Annual Savings\n
- \nBetterWorldBooks, GreenerPrinter, New Resource Bank, Care2\n\nMethod, Patagonia, \n
- Passed Legislation:\nCalifornia, New York, Hawaii, Virginia, Maryland, Vermont, New Jersey\n\nPending Legislation:\nColorado, North Carolina, Pennsylvania, Michigan \n
- \n\nCity-specific Incentives for Sustainable Business: \nPhiladelphia has become the first city in the nation to provide a pilot tax incentive for certified sustainable businesses, Conversations have begun in Portland, Oregon and Washington D.C. and with several federal agencies.\n
- Noticed change throughout all channels. Once they got enough B Corps signed up they shifted their marketing and outreach focus from B2B to consumer education.\n
- Noticed change throughout all channels. Once they got enough B Corps signed up they shifted their marketing and outreach focus from B2B to consumer education.\n
- By reviewing traffic sources comparing incoming to people who actually filled out assessment. \n\nTraffic driven by blog posts from Care2, which is consumer-facing (one of larger traffic sources)\nAlso patterns re: where people would go from the home page: What is a B Corp & Why B Corps matter\n
- By reviewing traffic sources comparing incoming to people who actually filled out assessment. \n\nTraffic driven by blog posts from Care2, which is consumer-facing (one of larger traffic sources)\nAlso patterns re: where people would go from the home page: What is a B Corp & Why B Corps matter\n
- Onsite search queries: What is a B Corp and B Corp Directory\nPer Google Analytics, these pages were visited more often than ‘how do I become a b corp’?\nPeople really just searched for B Corporation or B Corp\n
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- Got questions?\n
- \nThank you!\n\nI look forward to further diving into Analytics during tomorrow's longer session! \n
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