Search and Content Marketing Workflow
A step-by-step guide to creating a workflow for search and content marketing
5. The Search & Content Marketing Workﬂow Create a campaignStep 1 All marketing efforts can be thought of as campaigns. From holiday discounts to overall brand awareness, all deliverables can be grouped together to be measured, compared and optimized accordingly. Some examples of when you might create a new campaign include: ‣ Releasing a new product ‣ Conducting a sale / giveaway / sweepstakes ‣ Hosting an event ‣ Promoting another aspect of your brand ‣ Raising general brand awareness ‣ Rebranding ‣ Other?
6. The Search & Content Marketing Workﬂow Deﬁne campaign deliverablesStep 2 Before beginning measurement and optimization of a campaign, you should have a list all of the marketing items that will be included or that you are responsible for, such as: ‣ Blog posts ‣ Landing pages ‣ Videos ‣ Social media ‣ Events ‣ Marketing collateral such as white papers, case studies, etc. ‣ Updates to existing web content
7. The Search & Content Marketing Workﬂow Set up campaign parametersStep 3 Campaign parameters are the speciﬁc boundaries that separate these marketing deliverables from others. Your campaign parameters should assist you in reporting and optimization efforts. Certain deliverables can be part of multiple campaigns, for example – your website may be part of your general awareness efforts but may also be updated with a home page banner to reﬂect a current promotion, meaning it can be included in both campaigns. Examples of campaign parameters can include: ‣ A time period (e.g. Q1, April 15-30, Black Friday & Cyber Monday) ‣ A speciﬁc geography (e.g. the United States, China) ‣ A site (e.g. acme.com, acme.com/blog, acme.com/black-friday-tshirt-landing-page) NOTE: You may be creating blog posts and landing pages for a Black Friday campaign, which will need to be measured to show traction speciﬁcally for that campaign (including the ﬁndability of your brand for keywords and topics pertaining to Black Friday) but you also want to be able to include the stats as part of your overall brand awareness metrics. So you can have keywords and content that are part of both your Black Friday campaign, as well as your Brand Awareness campaign. Acme Corp Grey Tshirt Labor Day Sales Event United States acme.com/grey-tshirt+ + +Campaign X Parameters = (product) (time period) (geography) (website)
8. The Search & Content Marketing Workﬂow Deﬁne KPIsStep 4 KPIs (Key Performance Indicators) are the benchmarks you would like to achieve with your campaign. Setting KPIs can help you prioritize recommendations and optimization options. A few examples of KPIs include: ‣ Increase in organic trafﬁc by XX% ‣ Conversion from XX content to equal $Y,YYY ‣ XX% Findability by target audience in ZZ geography Increase organic traﬃc by 7% Campaign content to equal $1.2M in conversions 63% Findability Score by targets in Brazil + + Campaign X KPIs = (traﬃc) (conversions) (ﬁndability)
9. The Search & Content Marketing Workﬂow Select target keywords & phrasesStep 5 Choosing your target keywords and phrases is the key to developing, measuring and optimizing campaigns. Keywords and phrases can include brand names, products, campaign terms, events, competitor brands, competitor products, and more. Your target keywords should match your campaign parameters and KPIs, for example: Black Friday shopping Black Friday sale Cyber Monday deals Acme Clothing Acme Clothing Black Friday best t-shirts Acme t-shirts new v-neck tshirt what to wear to a holiday party clothing trends favorite tee Login to Create Campaign presents for teenagers
10. The Search & Content Marketing Workﬂow Create keyword groupsStep 6 Placing your keywords into groups deﬁnes them as a campaign or part of a campaign for separate measurement. A campaign may consist of one keyword group, or it may have many subgroups. Single keyword group campaigns are great for tracking a speciﬁc announcement in a single location, an event, etc. Campaigns with multiple keyword groups can expand to include multiple sites, locations, competitors, brands, products and more. You can add keywords to multiple groups, and you can always add keyword groups together, so when in doubt, create more groups. Keyword groups should be set up to easily measure your KPIs, for example: Group Keywords Branded Acme Clothing, Acme t-shirts, Acme “Hudson” t-shirt, favorite tee, clothing trends, best t-shirts Black Friday Acme Black Friday Sale, Cyber Monday deals, Holiday Campaign What to wear to a holiday party, new v-neck t-shirt, presents for teenagers
11. The Search & Content Marketing Workﬂow Add competitorsStep 7 Since most brands have competitors, it’s important to know who they are, what they’re doing, and to stay ahead of them. Measuring your competitor’s ﬁndability across the keywords and content you’re targeting gives you an advantage in your campaigns. By adding competitors, you’ll be able to: ‣ Measure their search rankings for targeted keywords and topics versus yours ‣ View changes in their targeted keywords over time ‣ Compare Findability Scores ‣ See social signal data including Facebook, Twitter, and Google+ to understand which of their content is most popular on social channels EXAMPLE: I want to know who is ranking best for “what to wear to a holiday party.” By adding competitors you can compare: Acme Corp Brand X Brand Y Google Rank* 3 1 14 (your brand) (evil competitor 1) (evil competitor 2) Your Google Rank is the position you show up when someone searches for your target keyword or phrase. The top three search positions receive more than 60% off all clicks / trafﬁc, while 91% off all Google search trafﬁc goes to results found on the ﬁrst page. http://searchenginewatch.com/article/2276184/No.-1-Position-in-Google-Gets-33-of-Search-Traﬃc-Study Add or Delete Competitors in Site Settings
12. The Search & Content Marketing Workﬂow Measure resultsStep 8 You will start seeing initial campaign results within 24 hours, with data fully populated in 72 hours. Getting to know your data is important, as it helps you recognize emerging trends, ﬁnd top performing content, and understand audience behavior. A few results you should look at include: ‣ All organic visits v. Tracked organic visits – These numbers will tell you a few things, ﬁrst how much trafﬁc to your site is being derived from search / organic marketing methods, and second, what amount of that is from keywords you’re currently tracking. ‣ Findability Score – This number represents your overall visibility across major search engines based on your targeted location. Findability Scores below 75 likely mean content that is not being optimized. ‣ Keywords in Top 3 – View the targeted keywords that are performing well for your site and understand what content is contributing to that success. Also view targeted keywords that are not performing as hoped and look at content and SEO strategies that could optimize them. NOTE: If you have questions about how to use or view your data, setting up keyword groups, or creating campaigns – always reach out and ask. The entire GinzaMetrics team is dedicated to helping you get the most from your search and content marketing efforts. Traﬃc from tracked keywords
13. The Search & Content Marketing Workﬂow Optimize campaignStep 9 Once you have started measuring your results, you can optimize your campaign while it is in market to amplify its effectiveness to your target audience. To optimize your campaign, you can: ‣ Utilize Recommendations to ensure content ﬁndability – The Recommendations in GinzaMetrics cover three major areas of search and content marketing, including: Keywords & Content, Page Structure, and Crawlability. ‣ Use keyword data to create more relevant content – Understanding what keywords and topics are most often searched for by your target market means you can create content that directly meets their existing demands. ‣ Develop the right type of content – It’s not only important to understand which keywords and topics are performing best for your audience, but which type of content is most relevant for each campaign. From blog posts, to videos, to social media traction – compare which content works best for particular campaigns and maximize those efforts accordingly. NOTE: If you have questions about how to use or view your data, setting up keyword groups, or creating campaigns – always reach out and ask. The entire GinzaMetrics team is dedicated to helping you get the most from your search and content marketing efforts.
14. The Search & Content Marketing Workﬂow Repeat Steps 8 & 9, then measure ﬁnal resultsStep 10 Once you have measured and optimized your campaign through it’s lifespan, it’s time to measure your ﬁnal results against your original KPIs. There are a number of ways you can view your KPIs, including: ‣ Visits, Conversions & Revenue – View your total visits, conversions and revenue across tracked keywords and all organic trafﬁc to understand how your campaign increased trafﬁc and ROI for your organization. ‣ Findability & Competitor Ranking – Understand how your company’s Findability Score compares to your competitors, and how it changed throughout the lifespan of the campaign. ‣ Social Media Signals for Content – Discover how social media plays a role in your content’s ﬁndability and conversion by viewing its performance across Facebook, Twitter and Google+. Acme Comp1 Comp2 Comp3 Comp4 Comp4