DIGITAL CONTENT STRATEGY WORKSHOP SERIES >>> Carrie Hawthorne Consulting Fair Trade Federation Conference PART 3 MEASURING + OPTIMIZING

Transcription

1 DIGITAL CONTENT STRATEGY WORKSHOP SERIES Carrie Hawthorne Consulting Fair Trade Federation Conference >>> PART 3 MEASURING + OPTIMIZING

2 ABOUT ME >>> CARRIE HAWTHORNE CONSULTING Digital marketing + communications consulting A few clients: Peace Coffee, Emerson Collective, DFS Lab, Forterra, The Brewing Lair, KEXP EDUCATION Master of Communication in Digital Media, University of Washington, UX Design Certification, Nielsen Norman Group, PAST EXPERIENCE Forterra, Global Mamas, Partners for Just Trade, Green America, Fair Trade Federation, Peace Corps Guatemala

3 MEASURING >>> 1. Analyze + Research MEASUREMENT TOOLS KPIs Google Analytics 5. Manage 2. Plan 4. Measure 3. Create

4 KEY PERFORMANCE INDICATORS >>> PRIMARY CONTENT GOALS Improve SEO Educate audience Drive qualified leads Encourage social sharing Engagement Increase brand following CORRESPONDING METRICS Keyword rankings, avg. SERP position, organic sessions and pageviews Avg. time on page, pages viewed per session, return visitors, brand awareness lift Conversion rate, avg. order value, sales growth Social shares, comments, mentions Blog comments, inbound links, shares, forwards, time on page, pages viewed, video watched Direct + social traffic, subscription growth, open rate, click through rate, brand mentions, inbound links, increase social followers Further learning: 101+ Key Performance Indicators Pick the Best

5 MEASURE FOR SUCCESS + FAILURE >>> EXERCISE CONTENT GOALS HOW WILL YOU MEASURE?

6 MEASURING >>> 1. Analyze + Research MEASUREMENT TOOLS KPIs Google Analytics 5. Manage 2. Plan 4. Measure 3. Create

7 GOOGLE ANALYTICS>>> TIPS Establish goals before diving in Know that it won t always match your books Ensure you have ecomm tracking set up Create a report template and set a time once a month to pull reports FURTHER LEARNING Google Analytics Academy Occam s Razor, Avinash Kaushik Want to Learn Marketing Analytics? Start With These 9 Great Resources, Hubspot

8 MANAGEMENT TOOLS >>> 1. Analyze + Research MANAGEMENT TOOLS Content calendar Workflows 5. Manage 2. Plan 4. Measure 3. Create

9 CONTENT MANAGEMENT >>> SOME QUESTIONS TO ASK Where will the content come from? Who will create it? How will it be updated? Where will it live? How will the content flow through our platforms and systems?

10 CONTENT MANAGEMENT >>> GOVERNANCE WORKFLOW TOOLS DISTRIBUTION When will content How will people What will we use to Where will the be reviewed and (writers, editors, store, update and content go? updated? photographer, publish the content? Channels Who has final say? approvers, etc.) do Devices the following: write, Campaigns edit, approve? Audiences

11 CONTENT MANAGEMENT >>> SAMPLE CONTENT ELEMENT CREATOR CHANNEL PUBLISH VELOCITY APPROVER Blog posts Susan Website, Twitter Every other Thursday Paul Testimonials Customers Facebook As they come Linda UGC photos Customers Google, Social, Instagram Every Monday Paul Events Lisa Website, Facebook, Twitter Every Tuesday Linda

12 SAMPLE

13 SAMPLE

14 CONTENT STRATEGY TOOLS >>> ANALYSIS Competitive analysis Field studies Brand basics Channel + distribution strategy Content audit Usability tests We are we are not SEO implementation Web analytics Stakeholder interviews Customer data Social media insights Customer service insights RESEARCH Web + social analytics Surveys Guerrilla testing User groups Personas Journey Maps PLANNING Gap analysis Voice and tone Style guidelines CONTENT CREATION SEO keyword research Message hierarchy Key messaging Core model MEASUREMENT KPIs Google Analytics MANAGEMENT Content calendar Workflows

15 YOUR CONTENT STRATEGY ROADMAP >>> CS TOOL START DATE FINISH DATE MANAGER GOAL Competitive analysis April 1 May 1 Marketing Intern Core model template April 4 April 4 Me Content audit April 15 May 15 first round, then 1x month Me Understand who s doing what well and ID ways to improve website Have template ready to start using for new web pages Get handle on most pressing issues on website

16 CONTENT STRATEGY TOOLS >>> ANALYSIS Competitive analysis Field studies Brand basics Channel + distribution strategy Content audit Usability tests We are we are not SEO implementation Web analytics Stakeholder interviews Customer data Social media insights Customer service insights RESEARCH Web + social analytics Surveys Guerrilla testing User groups Personas Journey Maps PLANNING Gap analysis Voice and tone Style guidelines CONTENT CREATION SEO keyword research Message hierarchy Key messaging Core model MEASUREMENT KPIs Google Analytics MANAGEMENT Content calendar Workflows

17 GOOGLE ANALYTICS >>> AUDIENCE EXERCISE 1. % of visitors during February between age of 25-34? 2. % of those on mobile? 3. Which device was most commonly used by your web visitors? 4. How does this compare to last year? 5. What are recommendations you can create from this information?

18 GOOGLE ANALYTICS >>> ACQUISITION EXERCISE 1. What was the source of most of your traffic come from in Nov-Dec 2017? (or your biggest sales season) 2. How engaged were they on your website? 3. How does traffic and engagement compare to Nov-Dec 2016? 4. What are some reasons that might explain this? 5. Do you have any recommendations for holiday season 2018?

19 GOOGLE ANALYTICS >>> BEHAVIOR EXERCISE 1. What was the most popular page on your website in 2017? 2. What was the bounce rate? 3. What was the most popular blog post or product page in 2017? 4. How does this compare with the previous year? 5. What are some recommendations you can create from this information?

20 GOOGLE ANALYTICS >>> CONVSERSION EXERCISE 1. What s been your top selling product in 2018? 2. What was the most popular coupon used in 2017? 3. What channel assisted in the most conversions in 2017? 4. How does that compare to 2016? 5. What in 2017 assisted in the most conversions? 6. What content was in the that would ve driven so many conversions?

21 GOOGLE ANALYTICS >>> DEVICE USER EXPERIENCE ADVANCED ACTIVITY 1. Recreate this report with your data 2. How do your numbers compare to this data? For 2016? 3. What do these numbers tell you? 4. Can you make any arguments about where to spend your ad $? 2017 data Traffic Revenue Ratio revenue/visit Desktop 53% 67% 1.27 Mobile 40% 24% 0.60 Tablet 8% 9% 1.18

22 QUESTIONS?

23 NEED HELP? I know a pretty cool consultant who loves to support kickass companies like yours. >>> Carrie Hawthorne carrie@carriehawthorne.com