WriterAccess Webinar Archive
Tracking PPC ROI
Wednesday, June 30, 2010 – 1:00 PM ET
It can drive you crazy. You spend and spend and spend on PPC, without harvesting the results you demand for the investment you make. Let the wizard of PPC Soren Ryherd from Working Planet Marketing Group de-mystify the PPC ROI tracking process with some live examples from PPC campaigns and clients, including ideaLaunch.com.
Learn how to track the ROI from your PPC investment with new methodology, tools and tricks of the trade. Learn how content marketing becomes your best asset with PPC strategy in turning more browsers into believers, and believers into buyers.
The slidedeck from this webinar is available for download.
Byron: Welcome everyone. Byron White here the host of the content marketing monthly webinar by ideaLaunch. I want to thank everybody for listening in today. I’m very excited about the presenter today, namely Soryn Ryherd.
We’re very excited to share some data with you and I’m going to begin this session. According to my iPhone it’s about one o’clock so I’m going to walk you through a quick overview of what we’ll talk about today.
For starters, I’m going to tell you a little bit about what’s new with ideaLaunch, but more importantly I’m going to guide you through the content marketing revolution and what’s happening. I want to walk you through 10 content marketing success tips and advice on how to set things up, particularly, content marketing ROI tracking and measurement. I’m going to step you through a very quick 10 -15 minute presentation on content marketing, a “State of the Union," what is going on, some important critical things you need to understand about content marketing, and then I’m going to turn things over to Soryn Ryherd the President of Working Planet who is, full disclosure, a vendor of ours. But he is also somebody that put their complete trust and faith in our own paper book “Management for Content Marketing” after meeting him at a show a few years ago. Soryn is amazing, his team is amazing, and his insight into what is happening with PPC completely fits with what we are doing on the organic side. I’m very excited for Soryn to share some information with you.
I want to encourage everybody to ask questions throughout the presentation and if you are asking questions about anything I’m presenting, I will physically answer them for you while Soryn is speaking. You will hear directly from me when you ask questions on the right side. Hopefully people are getting into this presentation okay, and I want to be sure about that. Overall, we’ll have Q&A at the end of the presentation where we’ll field any questions that have come into the question section and talk about that with everybody.
Here we go.
What’s new with ideaLaunch? Number one, we have a brand new business model which we’re very excited about launching appropriately on July 4th. It probably won’t actually launch on the fourth as it’s a holiday, but that next week it will launch. You can go take a quick peek at it, the website is writeraccess.com. You can actually go in and connect directly with writers and basically enter your own assignments with what you want written and what articles you want created. It will be a very interesting to see how it unfolds in the next few months. We’re excited about it. It’s really interesting.
With that launch, we have a new site design launching later today and it better explains what ideaLaunch is about. Part of our service is content marketing agency services, where clients hire us for full service engagements. This is where we’re creating content, articles, blog posts, white papers, copy and e-books to help businesses grow with content marketing strategies. But another part of our business is in very creative and innovative business solutions. Webinars like this that are free, downloads, and all kinds of things you can get free on the website as well as innovative business models like WriterAccess that are more direct self-serve marketplaces. We’re really growing here and fine tuning what we’re doing at ideaLaunch and launching new ideas all the time so stay tuned.
The third thing I want to tell you about is an incredible new enhancement for our tools that are called BoardVision. In August we do expect to open up BoardVision so anybody can buy it as a self-service software solution. Right now it’s just used exclusively with ideaLaunch clients. We want to open that up as we have some really cool ROI tracking tools in there that I’ll be talking about later.
Without further ado, let’s buzz through this presentation and really give you some insight with what’s new and what’s happening.
The content marketing revolution is real, it’s happening, it’s alive and it is as strong as it could be. We hope to continue to be leaders in the industry and doing innovative things. You need to understand what content marketing is all about. I think the most exciting part about content marketing is actually this first slide here. What is content marketing? It is the art of listening to your customer’s wants and needs. There are traditional ways to do that, by looking at your search box, by looking at social media, analytics, all kinds of interesting things. Expect to see some major innovations happen both from our company and other companies. I’m certain of it with regards to listening to the needs of customers. It’s also the science of delivering content to them in a compelling way, and that’s going well beyond traditional articles or blog posts. You need to be thinking about reaching people that are orbiting at high speeds and I’ll talk about that in a second. Another part of the content marketing definition, as we see it, is content testing, AB Testing, Multi-variant Testing, and learning what’s working and what isn’t working on your website. Close to the end here is measuring reader engagement and the desire for more. We’re going to talk a little bit about that today and how we’re measuring content marketing and content engagement and how we’re taking that engagement measurement and turning it into profit analysis and sale analysis. As I mentioned earlier, catching readers orbiting at high speeds is critical and an essential part of the whole process, and certainly looking at interesting ways to reach people. I think that will continue to be an important part of how you think about content marketing and diversifying your content assets, or portfolio of assets, into new venues. Here are some examples of diversifying that portfolio and thinking beyond just the website. But perhaps most importantly, is developing a content pipeline to educate, earn trust, and drive sales. That’s really what the whole purpose of content marketing is. There is a new sales pipeline coming at you. Content marketing is fueling social media and inbound marketing and really all communications. It’s time to stop selling and pushing your products, services, features, and benefits at your customers and it’s time to start listening to their wants and needs and giving them what they need in a compelling way.
Scoring content is a relatively new science but is also part of the whole content marketing process. I’m going to talk about that a little bit today.
Here’s 10 tips that I think you can really take with you and actually put into action quickly and succinctly. Number one is the "Content Marketing Plan." Very few people even know what a content marketing plan is. We develop these all day, every day for clients. We take a very strategic approach to this. We look at the overall scope of the project. We do a lot of completive research, a lot of customer analysis and profiling. We do keyword research to find out what’s hot and what’s not. We really start engagements here with a big thick juicy document that actually is a series of documents. Some of them are Excel spread sheets and some of them are analysis reports that we make from our technology platforms.
We roll this all up to ask ourselves three questions. How much content do we need? How good does it have to be? How frequently do we need to publish it? Those are the big three questions that a content marketing plan should answer for you.
The next thing that I would encourage you to do, the next tip here, is "Make use of Free Research Tools." To try to sort out what kind of position a domain has in a search engine currently, what you should be going after that your competitors are achieving success with, and where you stand verses the competition. These are critical factors and there are so many great free research tools out there that I will encourage all of you to take a look.
Next, "Competitive Intelligence" helps to pin-point the opportunities. This is a report that we can generate manually or by using free research tools and some other paid tools, but the net is we want to understand, if possible, how a particular site is performing in the search engines verses the competition. We can get extremely more granular like with the pay-per-clicks and then we can compare your daily spending with the competition. These are the kind of things that everyone needs to understand are going on out there. You need some intelligence if you’re going to develop a plan.
Other competitive intelligence helps to quickly pin-point the market share. This is a report that you will see where WordVision technology, if you want a free trial, it allows you see how you’re doing verses organic market share. In other words, how many top-list things does your website have versus a competitor? Where you’re above them, you’re beating them. How many are you tied for? How many are you losing? You can actually see the keywords by clicking on these numbers here that help explain how you are doing verses the competition.
Number four, "Developing an SEO Plan." SEO plans tend to drive search engines success. You’ll notice a number of features of an SEO plan. This is an excel spreadsheet. You’ll see keyword universe on here, you’ll see a whole bunch of priority keywords or golden keywords, you’ll see a category map that I’ll talk about in a second. There’s a lot of things on this report that are giving you really good data. By searching and sorting this data, you’re able to quickly find out what’s hot and what’s not, with regards to topics, and SEO strategies and your current positions, what’s important and what isn’t important. An SEO plan really becomes the driver for search engine success.
You also need to "Establish Priority Keywords" when you’re creating content. I’m going to let your mind absorb some of these bullet points on the side. Believe me, priority keywords aren’t necessarily just the keywords that you don’t have a top 100 listing for right now. That’s your dream and wish, to be top of some of the listings. You need to prove your model out for building content and delivering results in the short term by going after keywords where you are already having some success. That will enable you to see how this works and how to drive SEO strategies.
"Content Maps" are critical to writers. We work with hundreds of writers here, free lancers that were working as experts that we bring in for various writing assignments for our clients. The key to working with freelance writers is to set up the topics you want them to write about and give them both primary and secondary keywords and let them really have a much easier way to score content, I’ll talk about that in a second as well. You need to make it easy for writers, and not make it complicated. You cannot give your writers lists of hundreds of thousands of keywords and say, go write content around these topics. You need to break it down and make it easy.
Next is "Expanding Your Content Assets Portfolio." How many people on this call are deploying assets, all of these assets? Articles, course wares, e-books, podcasts, tip centers, webinars. Are you really using all of the assets you should be to connect with your customers and engage them to keep them coming back for more? Are you listening to the social media conversations? If you are not, you’re missing a golden opportunity to drive content strategy. When I say drive content strategy, I mean, what are you going to write about? What are the hot topics you should be writing about? How can you connect and start having conversations with people, talking about leadership positions, your topics, your ideas. You need to listen to really drive content strategy.
Next is "Scoring Content." This makes it easy once again for the writers. You need to create fine tools like WordVison where you can just copy and paste an article in and score it for a particular keyword silo. That’s the key thing you need to do is develop keyword silos and score according to those silos.
Finally, "Tagging the Actual Date you Publish Content," you will see in a second, is the key to tracking content ROI. Let’s talk about tracking content marketing ROI. Let me show you some really simple ways that you can track content ROI. The return on investment for content you’re publishing on your website. So these are some new charts that are part of WordVision, our technology platform that allows us to quickly go in and say when did we publish content? How much did we publish? What was the impact with improved listings positions with the search engines? This is an actual client we published about 60 or 70 assets for in March and about 15 to 20 assets in the months surrounding March. You can see in April there was an enormous spike of improved listing positions. This is an aggregate of all of the improved listing positions related to the content we published.
We can also get granular with WordVision right now with the Google Analytic’s API that allows us to not only showcase listing positing improvements at Google but actually overall increased traffic that resulted from the content we published. We can get super granular with this and not just look at overall traffic improvement but within the keyword silo’s we can actually see what is going on. We can also look at repeat visitation. Are people coming back to the content after we published new content on the client’s website? That becomes increasingly important. What’s the time on the site? Are we increasing that time on site? Are we increasing conversion rate? If you are doing AB and Multi-variant Testing, as we are with many clients, are you seeing a lifting conversion rate tracked with Google Website Optimizer, or Omniture, or some of the other platforms? What’s the content engagement? Are the people downloading your content assets on your website? Are you tracking that? Here you see how we’re pulling in statistics from our website into sales force showing that Susan Shafer downloaded something from our content center. We can also track that further and look at content conversion, where one of our clients actually purchased something from us who had also engaged in two of our webinars. So, somebody attended a couple of our webinars and then they made a purchase.
So, this is where it’s going folks. This is how we’re tracking content marketing engagement.