Using data to get insights was a big topic for conversation during Content Marketing World. While data can come from multiple sources, one of the universals is Google Analytics. To help us make sense of what data to collect – and what we should do with the data, Andy Crestodina (@crestodina) joined us for our most recent #CMWorld chat.
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A1: The 2 most important numbers are total traffic and conversion rate. These translate directly into leads/customers …& revenue. #cmworld
@crestodina
A1: For us, it’s engagement. Is your content being shared? #cmworld
@kenericson
@kenericson Great one, Ken. Can you track conversions back to your engagement? If so, how? #CMWorld
@CMIContent
@crestodina What if your content is more about customer retention…not just new customers and sales? #cmworld
@tracibrowne
A1: Traffic x conversion rate = leads, subscribers, registrants, etc. So those are the 2 most important numbers… #cmworld
@crestodina
A1: while conversion rate is super important, if you’re just starting out you may want to focus on traffic at first #cmworld
@Steph_Montreuil
Our goal is to build brand advocacy, so it’s important we are “part of the conversation.” #cmworld
@kenericson
@tracibrowne If your focus is retention, watch returning visitors, but there are better ways to measure happiness than Analytics! #cmworld
@crestodina
@tracibrowne @crestodina think where you are in yr content marketing journey/life of your company are all factors in what to track #cmworld
@Steph_Montreuil
A1: Metrics depend on your goals. So I would ask what’s your content’s goal to help the business #cmworld
@amywhiggins
@CMIContent A1 It has to end at conversions, then finding the metrics/events/KPIs that best lead to conversions. #cmworld
@njh287
@Steph_Montreuil you have to be careful just looking at traffic though, some companies use bots to increase that number #CMWorld
@ifabbo
A1 If content objective is focused on customer retention, social engagement also important to track #CMworld
@SFerika
@kenericson Analytics isn’t great for social media metrics. It’s best for traffic and conversions, not the depth of a conversation. #cmworld
@crestodina
Lead behavior is important-includes engagement, time on site/pages-helps us understand if content is right for the audience #cmworld
@ColleenWeston
@ifabbo well yes, I think organic traffic is key. If you buy your traffic, you’re playing the wrong (and very short term) game #cmworld
@Steph_Montreuil
Top of funnel: SEO Queries, Middle of funnel: Subscriber conversions, Bottom of funnel: leads… #cmworld
@crestodina
A2: Set up goals first, or you’re driving with your headlights off! Next, setup filters so your speedometer is accurate… #cmworld
@crestodina
@cmicontent If you’re looking at paid advertising, you can’t look at traffic numbers only as some use bots to boost that number #CMWorld
@michelewang22
A2: Sadly, too many marketers haven’t finished setting up GA. It only takes a few minutes to create funnels and filters… #cmworld
@crestodina
@crestodina Well said Andy. But what if you are addicted to speed? #cmworld
@amywhiggins
@crestodina Love A2 analogy. Puts good perspective on what you are really doing with metrics! #cmworld
@ColleenWeston
@CMIContent A2: Not focusing on goals that are important to the business and pulling every number and report you can find. #CMWorld
@ifabbo
A2: Asking the wrong questions and trying to correlate it your goals and strategy #CMWorld
@lttlewys
@CMIContent Marketers get lost in a sea of data. Know what you’re tracking & why. Site should be designed w/ that strategy in mind. #cmworld
@njh287
A2: When looking at paid ads, look beyond that one add. Do they become a fan or just a one off? #cmworld
@amywhiggins
@njh287 Absolutely! #CMWorld
@CMIContent
@crestodina What kind of funnels and filters do you suggest in GA? #cmworld
@michelelinn
@ColleenWeston Yes, I love metaphors. Your site is a car, you are the driver, Analytics = dashboard, Strategy = steering wheel 🙂 #cmworld
@crestodina
A2 not taking time to fully understand and note context around the data being measured. #CMworld
@SFerika
A2 Another common [not huge] mistake is restricting tracking of the company’s IPs. Otherwise, can greatly skew your metrics. #cmworld
@njh287
A2 making snap decisions too early…especially in B2B with long sales cycle #cmworld
@tracibrowne
Create a goal (funnel) for each conversion: leads, subscribers, job applicants, registrants. Create a filter for your IP address #cmworld
@crestodina
A2: It’s so easy to get lost in the data and much harder to determine what’s really important #cmworld
@SueBrady
@njh287 @ifabbo great point and couldn’t agree more! #cmworld
@orbiteers
@benjbradley @amywhiggins Great, Ben! Join us at #CMWorld – lots more great conversation happening there!
@CMIContent
@lttlewys That is a big one. In addition, I think it’s a good idea to prioritize your goals so you know what is most important #cmworld
@michelelinn
A2 Ex: not accounting for paid campaigns that bumped up a referral source, anomalies in time on site (someone kept a tab open) #CMworld
@SFerika
@crestodina Also good to know your ideal funnel; create personas based on customer types [talk w/ sales], then optimize for each. #cmworld
@njh287
@crestodina We consider conversions to be the bottom of the funnel, with leads in the middle? What’s your reasoning? #cmworld
@SueBrady
A2: If you haven’t filtered our traffic from your own IP, you’re not seeing accurate data. #onlytakesaminute! #cmworld
@crestodina
@kenericson @SueBrady The data becomes easier to find and evaluate once you have a clear direction/goal #cmworld
@amywhiggins
@SueBrady Some conversions are in the middle of the funnel, like subscribers and followers. Of course, leads are at the bottom. 🙂 #cmworld
@crestodina
@michelelinn I agree, losing site of goals is huge 😉 #CMWorld
@lttlewys
@CMIContent @crestodina I would also add in filtering out all IPs from your office to help #cmworld
@amywhiggins
A3: Rinse and repeat. Look at why it worked and sprinkle that on more content #cmworld
@amywhiggins
A3: Find your most popular post and make sure it includes links to other valuable content, even as “related links” at the bottom… #cmworld
@crestodina
A3: Also, your content marketing spidey-sense should tell you to write something on a similar topic. #cmworld
@crestodina
@CMIContent Get content in the hands of influencers, don’t be afraid to repost/repurpose, consider amplifying w/ ad spend. #cmworld A3
@njh287
@lttlewys @tracibrowne this one is so important– dashboards focus on a current quarter’s influence, but if cycle is 9-15 months… #CMworld
@SFerika
A3 map out what is similar about those posts ie. content, length, style, platform, etc. then A/B test further #cmworld
@tracibrowne
A3: I like to revisit most popular posts that still get traffic to make sure calls to action are current. Also great to update. #cmworld
@michelelinn
You can use Analytics to see which of your posts converts the most visitors into newsletter subscribers… http://t.co/hQqGRa56Sn #cmworld
@crestodina
@CMIContent make sure they’re fully SEO optimized if they’re not already. #CMWorld
@michelewang22
A3 share it directly w/influencers in your network and ask for their feedback #CMworld
@SFerika
A3: Our top posts correlate with our sales teams helping to share, so we are investing more in sales understanding social #cmworld
@amywhiggins
@michelelinn Ohh, calls to action!! Great reminder and are they clear and easy to follow!! #CMWorld
@lttlewys
@michelelinn very true…and good to remember what was old is still new to new customers/visitors #cmworld
@tracibrowne
A3: @michelewang22 Yes, optimize the pages that are *almost* ranking high. Find them in Traffic > Search > SEO > Queries #cmworld
@crestodina
A3. Look at trends over multiple posts that have done well, and address those trends in future posts #cmworld
@SueBrady
Some pages are conversion generators, other are traffic generators. Your Analytics will tell you which is which… #cmworld
@crestodina
@tracibrowne @michelelinn excellent point. Even though it’s not new to you. It may be to your readers! #cmworld
@orbiteers
@michelelinn and this tweet totally made me add an item to my To Do list for the day… 😉 #CMworld
@SFerika
@crestodina Is there an easy how-to for creating advanced segments to view Visitor Flow based on landing page/method of arrival? #cmworld
@njh287
@lttlewys @crestodina Love “spidey sense.” Also good info ideas for creating series. Use what has worked and build from there #cmworld
@michelelinn
@njh287 I don’t think you need advanced segments to do that. Just check the visitor flow report… #cmworld
@crestodina
@crestodina Plus look at where the conversations are happening – Twitter, LI, FB, G+, on the post or even in groups #cmworld
@amywhiggins
A3 reader/sharer comments on the content can also be great idea sparks for your next pieces of #content #CMworld
@SFerika
@orbiteers And good to note content that drives a higher than average % of new users and converting [or event completing] users. #cmworld
@njh287
@sferika Thanks! I love the little bits of inspiration I learn from these and can immediately apply. You offer these a lot #cmworld
@michelelinn
@amywhiggins @crestodina Conversations are huge, especially in groups 😉 #CMWorld
@lttlewys
A4: Ultimately, people aren’t numbers. Use data for decisions, but quickly shift from quantity to quality. Interact with visitors! #cmworld
@crestodina
@lttlewys @crestodina Our content has a ton of conversations in G+ and LI groups #cmworld
@amywhiggins
@crestodina But that allows for a lot of helpful segmentation – geo, by new vs. returning, etc. and knowing steps users take helps. #cmworld
@njh287
Curious…has anyone ever created a “content advisory board” with customers, thought leaders, writers? seems like it might work #cmworld
@tracibrowne
@njh287 @crestodina you can find that at Content > Page > Navigation Summary #cmworld
@orbiteers
A4: I love pretty charts and fancy reports, but it’s the people behind the stats who really matter… #cmworld
@crestodina
@tracibrowne I’m trying to do that. @Kapost recommended it. I have diff. advisors depending on the topic #cmworld
@amywhiggins
@tracibrowne Great question! In this age where ppl like to talk and give opinions, might not be as hard as we think? #cmworld
@CMIContent
@CMIContent not to mention they love for their opinions to be valued #cmworld
@tracibrowne
@tracibrowne Not so much a formal board, but certainly within communities, generally we gather on a hangout an talk it out! #CMWorld
@lttlewys
@tracibrowne @CMIContent When you do publish something they helped spark, make sure to give them the heads up 🙂 #cmworld
@amywhiggins
A4 Can’t just track and hope you achieve conversions/goals. Site should be designed to lead users to desired action [conversion]. #cmworld
@njh287
A4: Pick a metric and get addicted to it. Use Analytics to stay motivated! Visibility = Accountability #cmworld
@crestodina
@tracibrowne I am starting to do this more based on specific topics. It’s a great idea to get outside perspectives #cmworld
@michelelinn
@amywhiggins I alwys, neglect my Li groups but yes, great convos over there and FB groups!! #CMWorld
@lttlewys
@crestodina agree! use the data to inform your conversations w/customers, not in place of them #CMworld
@SFerika
My challenge is explaining the data in a way that makes sense for a client & more imp why do we think it has value..suggestions? #cmworld
@ColleenWeston
@amywhiggins @tracibrowne Absolutely! Not only for the thanks, but for the relationship building. #CMWorld
@CMIContent
@CMIContent @tracibrowne It’s all about the relationships, not the metrics in the end #cmworld
@amywhiggins
@amywhiggins That is such an easy thing to do, but it’s also often overlooked. A little bit of time for a possibly big benefit #cmworld
@michelelinn
@lttlewys I’m curious to try something formal. We do this for so many other things why not our content #cmworld
@tracibrowne
How many of you check Analytics on your phones? Curious… #cmworld
@crestodina
@ColleenWeston use normal speak when explaining data, less CPE, CTA and such #cmworld
@amywhiggins
@crestodina I do on my personal blog. Hard to check omniture on mobile #cmworld
@amywhiggins
A4 Knowing what devices people are using when connecting with your content is very important #cmworld
@tracibrowne
@amywhiggins @amywhiggins Yes, I’m a big fan of English. Many of our clients have never heard the phrase “conversion” #cmworld
@crestodina
@ColleenWeston More visual, the better. Even screen shots from GA can help. And SPEAK IN BIZ TERMS, how this leads to customers. #cmworld
@njh287
@cmicontent A4: analytics tip: Set up a content dashboard in GA. Or borrow one. Like this one: https://t.co/vxGTiqeKU8 #CMWorld @crestodina
@manamica
@CMIContent A4: Set up Goals and check behavior flow to see how users are engaging with your content #cmworld
@Koozai_James
A4: Content Creators might like these for guidance on content optimization: Inbound Writer, ScribeContent #CMWorld
@2011chrissei
Q4[ @cmicontent Create specific goals aligned w/ biz objectives & measure them. Think lead gen & sales #cmworld
@heidicohen
Hi #cmworld folk! Just popping in as it’s almost the commute home. A4: Knowing how long someone spends looking at your content is key
@Koozai_Cat
@tracibrowne what are you thinking? It’s been done, I kno @Listly does some of that with lists, #crowdsourcing that sort of thing #CMWorld
@lttlewys
@Koozai_Cat Hi Cat! Glad you could pop in! Yes – time on site/pgs is important, we’re studying that now on ours! #CMWorld
@CMIContent
We have access to hundreds of accounts, and most websites have 20-30% mobile users now. Wow… #cmworld
@crestodina
Time on site is an important metric to us, as our content site http://t.co/H6bJYNNqEF, focuses on a very niche audience. #cmworld
@kenericson
@amywhiggins Yes! If I had a nickel for every ‘suit’ that nodded confusingly when hearing about CTA & conversions, well…#cmworld
@njh287
@crestodina I usually use my iPad or laptop for analytics, but not my phone. No idea why . . . #cmworld
@michelelinn
@CMIContent Enjoyed the graphic notes from #CMWorld offered on SlideShare. Very cool. Also an interesting content format …
@AudioStory
A5: The Traffic Sources > Search > SEO > Queries report is a GOLD MINE if you’ve never checked it… #cmworld
@crestodina
@njh287 Sometimes I see that visual presentations can further confuse clients or scare them #cmworld
@ColleenWeston
@CMIContent Great stuff. You may get a lot of views, but if they aren’t engaged, then the views mean nothing #CMWorld
@Koozai_Cat
@lttlewys I used them for my events to help design the experience and content. Volunteers sat on official advisory board #cmworld
@tracibrowne
A5: (pt 2) Sort by average position, then tweaks posts that rank 11+ (high on page two) Make sure that keyphrase is in the title. #cmworld
@crestodina
@amywhiggins @colleenweston: This is an old post, but it’s about explaining analytics in simple terms: http://t.co/AEj7N64XTl #cmworld
@michelelinn
I have never seen a website/Analytics account that wasn’t almost ranking high for many phrases. #lowhangingfruit #cmworld
@crestodina
@2011chrissei Also look at @CopyBlogger @TopRank for advice #cmworld
@amywhiggins
@CMIContent @crestodina @michelelinn @cmcphillips hasn’t Google hurt that with their encryption on all searches? #cmworld
@ColleenWeston
W00t! Jumping into #CMWorld chat w/ @Crestodina! Please excuse extra tweets
@heidicohen
@CMIContent Agreed, re: mobile-friendly. Also opportunity viewing exit/landing pages of users [esp new + converts] #cmworld
@njh287
@heidicohen Heidi! Good to see you. We need to schedule something. 🙂 #cmworld
@crestodina
@CMIContent Also, marketers can drill down ISPs over time and often reveal names of businesses on the site [and how they browsed] #cmworld
@njh287
A5: If your Analytics is connected to Webmaster Tools, it will show what phrases you rank for and how high. Super valuable info… #cmworld
@crestodina
@ColleenWeston Visuals get attention, at least, and are more memorable than a bunch of text and jargon-filled slides. #cmworld
@njh287
A5 I always find it interesting to see what phrases people searched on and ended up on site…really??? #cmworld
@tracibrowne
@crestodina Then there’s everyone’s favorite query – (undefined)! #cmworld
@njh287
Sadly, Analytics is showing less and less keyword data… #cmworld
@crestodina
@crestodina We use Omniture not GA. Have any advice to help there? #cmworld
@amywhiggins
@njh287 @ColleenWeston And visuals make trends easier to identify #cmworld
@SueBrady
@crestodina How long was the initial analytics set up in order to have such a streamlined process? #CMWorld
@CMIContent
Here’s a great comparison of PC/Smartphone/tablet usage from @comScore #mobile #cmworld http://t.co/RDffSL2Xfw
@heidicohen
@tracibrowne I’ve heard that something like 20% of all searches in Google have never been searched for before. #cmworld
@crestodina
@tracibrowne Do you then create content around that search phrase? #cmworld
@amywhiggins
@amywhiggins Yes! Or optimize for the phrase that it’s already ranking for… #cmworld
@crestodina
@amywhiggins Interestingly I’ve edited out some of those phrases because it was irrelevant traffic #cmworld
@tracibrowne
A6: Tweaking their content based on the data. See what works and why #cmworld
@amywhiggins
You can get a glimpse into what people AREN’T finding on your site with the Site Search report, Queries report and top exit pages. #cmworld
@crestodina
A6: what they shouldn’t be doing is bugging people with promotions that aren’t relevant! #cmworld
@annasternoff
@crestodina In your opinion, how do you balance weight of SEO [queries leads are doing] v. GA keywords [site visitors using]? #cmworld
@njh287
A6. Look for trends to figure out where you can improve #cmworld
@SueBrady
@CMIContent Great opportunity to do A/B tests to increase leads and conversions #CMWorld
@michelewang22
@tracibrowne Really? I’ve never tried that. How did it help? #cmworld
@amywhiggins
@crestodina Do you have any other recommendations where we can get good keyword data? #cmworld
@michelelinn
@SFerika @heidicohen Here is my monster list of questions that can inspire content… http://t.co/Ul6pFqvy16 #CMWorld
@crestodina
@CMIContent A6: Planning and reporting. Knowing what has worked and why it’s worked is so important! #cmworld
@Koozai_James
A6 use it to plan your editorial calendar, and ID where you need more resources for your content team #CMworld
@SFerika
#cmworld, I just shared a GA dashboard template which you can apply to your account to track kpis. Just click &save: https://t.co/vxGTiqeKU8
@manamica
A6: Analytics is a decision support tool. Not just a scoreboard …sadly, a lot of marketers don’t use it for real analysis. #cmworld
@crestodina
@michelelinn WordTracker, Keyword Spy, Spyfu, and of course Google Keyword Tool [Bing has a decent one too]. #cmworld
@njh287
@crestodina Understand that difficult to attribute all relevant metrics to a specific sale. Often last medium touched. #cmworld
@heidicohen
A6: evaluate performance vs. marketing goals, fill in the gaps where you’re not getting the message out! #CMWorld
@WhatRunsWhere
@manamica Excellent! Thanks for sharing! #CMWorld
@CMIContent
@crestodina @SFerika @heidicohen Great list! Here’s mine to help find inspiration http://t.co/SL9TqeYDWZ #cmworld
@amywhiggins
@njh287 The Google Keyword tool is gone now. Use the Keyword Planner… 🙁 #cmworld
@crestodina
A6 Any presentation of analytics should end with conclusions and recommendations based on key findings & stated KPIs/objectives. #cmworld
@njh287
@colleenweston If you’re having trouble explaining the data, you need to SIMPLIFY it. Track metrics that achieve specific goals #cmworld
@heidicohen
A6: 1. refine it down to what matters, 2. build new hypothesis, 3: determine what works and what doesn’t; 4 do more of what works. #cmworld
@manamica
Clicking this link will add an amazing SEO report to your Analytics –> https://t.co/tDKyyeGbSF Thanks, @AnnieCushing! #cmworld
@crestodina
@dayngr Glad you made, some fab info goin round!! #CMWorld
@lttlewys
friendliness of the keyword tool. #cmworld
@njh287
A6: Insights beat vanity! 🙂 #cmworld
@crestodina
@cmicontent I have 4 or 5 more of those shareable GA dashboards, for social media and seo. So any time 🙂 #cmworld
@manamica
@crestodina Right, still works w/ Keyword Planner. Though I do miss the user-
@crestodina @heidicohen excellent content idea generation fodder — thanks for sharing it! #CMworld
@SFerika
A7: Check daily during email campaigns, weekly for social media insights and monthly for search optimization. Sound right? #cmworld
@crestodina
@colleenweston 44% of marketers say lead gen is most important goal & 49% measure leads IMN via http://t.co/GiRhpn4tNr #cmworld
@heidicohen
@crestodina Sounds right! Sometimes we overanalyze and second guess! Logic rules in this case. #CMWorld
@CMIContent
A7: Use Analytics anytime you’re making a big decision about your site or your content… #cmworld
@crestodina
@CMIContent Depends on biz cycle, campaigns, etc. Daily checks can be quick; also checking GA’s alerts on unusual # changes is good #cmworld
@njh287
@crestodina: I like the way you break down when to check. Otherwise it can depend on my mood #cmworld
@michelelinn
@amywhiggins the more I learn about how to use analytics the more I find myself fixing past mistakes 😉 #cmworld
@tracibrowne
@michelelinn @crestodina I set up time to check analytics. Like social is always Monday AM #cmworld
@amywhiggins
Honestly I check Analytics on my phone several times per day. But only for a second or two. I’m addicted to a few specific stats… #cmworld
@crestodina
Call-to-action focuses your readers ->http://t.co/uiqqK51tRN @njh287 @amywhiggins #cmworld
@heidicohen
@crestodina love the list of questions to inspire content. Thanks for sharing #cmworld
@Steph_Montreuil
A7: We check at the end of each week to update our goals for following week, and more when needed! #CMWorld
@WhatRunsWhere
@michelelinn Lol!! Yup, That’s me, too… unless it’s in my calendar, otherwise complete whimsy!! #CMWorld
@lttlewys
@tracibrowne @amywhiggins But the fact that you’re using your analytics is something, and you’re likely ahead of most. #CMWorld
@CMIContent
@tracibrowne If only dating could be so easy 🙂 #cmworld
@amywhiggins
A7: Use analytics anytime you have a question that needs answered. For some it could be 10 times a day, once a month, etc… #cmworld
@orbiteers
@amywhiggins Now there’s a business/tool just begging to be invented! #cmworld
@tracibrowne
As a scoreboard, it’s a motivator, but potentially a time waster. Focus on using it to test hypothesis and answer questions… #cmworld
@crestodina
Content Marketing World 2013’s B2B Greatest Hits http://t.co/dtN2cUZw91 #CMWorld #B2B blog post from @_ANNUITAS
@jstewart_1
A7 I worked w/a demand gen leader who checked analytics throughout the day. In a #B2B environment, that’s serious overkill #CMworld
@SFerika
@manamica Thanks — These are interesting dashboards, and I look forward to digging in. Would love to see others. DM me? #cmworld
@michelelinn
@crestodina Which stats are you addicted to? #cmworld
@SueBrady
@amywhiggins @tracibrowne ha!! 🙂 #iwish #cmworld
@Steph_Montreuil
Don’t believe everything you read. Here’s a list of 21 ways that Analytics is inaccurate… http://t.co/uOmtuhDjbH #cmworld
@crestodina
A7 Whenever you’re procrastinating on what you really should be doing? #cmworld
@tracibrowne
@SFerika Wow – that’s like weighing yourself 5x day. When would there be time to execute learnings? #CMWorld
@CMIContent
Wise words – “Not all insights are actionable. Not all data is insightful.” #cmworld
@njh287
@CMIContent A7 debate on analytics vs substance. Easy to get caught up in basic numbers (follows. RTs etc), w/o metrics on depth #cmworld
@annasternoff
@lttlewys Ha! Glad I’m not the only one. We track metrics monthly, but I often go in more. Sometimes every day, othertimes every wk #cmworld
@michelelinn
A8: Hire a sales/marketing operations gent/lady. Seriously, it’s worth it… @CMIContent #cmworld
@annetown
A8: Avoid just browsing through your stats. It’s a time suck! Ask a question then go find the answer. Don’t just swim in the ocean. #cmworld
@crestodina
MT @manamica: #cmworld, I just shared a GA dashboard template which you can apply to your account to track kpis. http://google.com/analytics/web/
@SFerika
* Jotting note to schedule @crestodina in a few months for #CMWorld twitter chat follow up on our progress!
@CMIContent
A8: Analytics is decision support software. If you’re just browsing through stats, you’re not likely to learn as much… #cmworld
@crestodina
@michelelinn Same over here.. then there is that one acct, I check a freakishly number of times…. #GeekGirl #CMWorld
@lttlewys
@CMIContent A8: spend equal time tracking numbers as you do qualified numbers. Are you getting the right visitors/followers/etc? #CmWorld
@annasternoff
A8 I worked for an org that was so hung up on numbers they ignored what their customers were actually saying #cmworld
@tracibrowne
Be interesting first. Check metrics second,. #cmworld
@kenericson
Love you guys, but gotta hop off for a call. Can’t wait to make some actionable changes from this chat 🙂 #cmworld
@amywhiggins
A8 Good to establish KPIs when setting up site/campaign/analytics so you KNOW what you’re tracking & why, when monitoring. #cmworld
@njh287
@Crestodina Here’s my content marketing inspiration: http://t.co/rO8aomELIs #cmworld #contentmarketing
@heidicohen
@heidicohen What a great list, Heidi. Charts? That’s smart… #cmworld
@crestodina
I’ve seen that too MT @tracibrowne: I worked for an org that was so hung up on numbers they ignored what customers were saying #cmworld
@SFerika
@njh287 Agreed >> I am a big fan of tracking KPIs monthly. It’s nice to have specific goals in mind as well as metrics to track #cmworld
@michelelinn
^this MT @njh287: Establish KPIs when setting up site/campaign/analytics so you KNOW what you’re tracking & why, when monitoring. #cmworld
@SFerika
Q9: In most cases, act right away. Act now! Why not? But be careful not to make big changes based on seasonal trends/anomalies… #cmworld
@crestodina
@njh287 @crestodina How often, if at all, would you suggest modifying KPIs? As you dive into insights, could these change? #CMWorld
@CMIContent
@manamica that made me giggle 😉 @crestodina #cmworld
@Steph_Montreuil
Q9: If I find an opportunity to make an SEO tweak and rank higher/win traffic, I do it within minutes… #cmworld
@crestodina
More important=> Don’t just keep checking stats! Go create more content cc @lttlewys @michelelinn @crestodina A8 #cmworld
@heidicohen
A9. If we see something work well, we can try something in a similar vein to see if it is well received again #cmworld
@michelelinn
A9. I support acting quickly. Analysis paralysis can kick in and the oppy is lost. #cmworld
@SueBrady
Q9: If I find a page that isn’t performing, I’ll take it slow, consider a rewrite, re-labeling, new call-to-action, etc… #cmworld
@crestodina
@michelewang22 Yes! Every Tuesday at 12p Eastern. So glad you’re here! Visit http://t.co/OXpwExTcfv for more info on us. 🙂 #CMWorld
@CMIContent
@crestodina Q9 When checking analytics, make sure you check versus past period as well as same period last year. #cmworld
@heidicohen
A9 I say wait long enough to understand why you might be getting that data? Other factors might be involved #cmworld
@tracibrowne
@CMIContent Don’t overreact to short-term aberrations, but don’t ignore them. If important KPI, figure out the WHY, then react. #cmworld
@njh287
Some players stare at the scoreboard and forget the game. Others play without knowing if they’re winning. #Analytics #cmworld
@crestodina
@crestodina Charts are a good source of content BUT add value by explaining the data #cmworld
@heidicohen
@crestodina Absolutely right. You need a good balance of analysis and “doing” #cmworld
@michelelinn
Southwest Airlines #SocialMedia – Strategic Lessons http://t.co/9G2P1MvYCa #CMWorld #strategy via @Brianzooming
@MaxYourSocial
MT @heidicohen @michelelinn @njh287 Not all insights are actionable. Not all data is insightful. #cmworld >>One to paste on top of the KPIs!
@jenpicard
I love these weekly support group meetings for content addicts! You guys really “get” me! #cmworld
@ColleenWeston
Agree MT @crestodina Q9 If a page isn’t performing, I’ll take it slow, consider a rewrite, re-labeling, new call-to-action, etc #cmworld
@heidicohen
@crestodina What kind of quick tweaks do you consider? Anything you can suggest we look for? #cmworld
@michelelinn
@heidicohen Charts are motivators. Pretty charts change behavior. Example: email marketing programs… #cmworld
@crestodina
A9 Agree on importance of using a historical comparison view when assessing your analytics #CMworld
@SFerika
@heidicohen I think it also depends who you are providing the data for. What does that person want? Graphics? Numbers? Trends? #cmworld
@michelelinn
@michelelinn Make sure the target keyphrase is in the beginning of the title tag. More info here… http://t.co/hQqGRa56Sn #cmworld
@crestodina
Great content chat. Nothing like immediate actionable tips to start the week! #cmworld
@SueBrady
The nicer the charts in your email system, the harder you try to improve the numbers. <– totally untested theory. #cmworld
@crestodina
A10 Not decision power but definitely get UR CFO involved…his/her take on what may be important but help him/her understand too #cmworld
@tracibrowne
@SueBrady Now how do we pick the tip to start with? 🙂 #CMWorld
@CMIContent
A10 usually have had Marketing Operations team collect the data/create dashboard, Marketing leadership team decided what to collect #CMworld
@SFerika
thanks for the chat – I mostly lurked, but took a lot of actionable advice away #cmworld
@Steph_Montreuil
A10: Analytics are for marketers, not IT. The dashboard is for the person driving the car… #cmworld
@crestodina
A10 re: CFO…always good to have the person with the money as your advocate #cmworld
@tracibrowne
A10: If it’s a big team, have each member dig in and bring insights/questions to the meeting. #cmworld
@crestodina
@crestodina Don’t underestimate value of a great headline http://t.co/oZR8L9FbKJ 80% of viewers don’t read further. #cmworld
@heidicohen
@SueBrady @CMIContent I got tons of reading to do after this chat, lots of great articles were shared! #CMWorld
@michelewang22
Did we miss your question in today’s chat? Email Cathy[at]http://t.co/RnNbBkDhxG and we’ll be in touch. #CMWorld
@CMIContent
@tracibrowne If the CFO likes certain metrics, you can have them automatically emailed on a regular schedule. Yes, keep them happy! #cmworld
@crestodina
@tracibrowne Also important to hep explain what YOU find important as well; CFO may convert some thoughts/have new understanding . #CMWorld
@CMIContent
@CMIContent plus no one ever talks to them…they always eat lunch alone 😉 #cmworld
@tracibrowne
@Steph_Montreuil I think there was lots of tweet favoriting and note taking going on for this one! @crestodina #CMWorld
@CMIContent
@michelelinn Agree but most people need to have data explained in bite size form. #cmworld
@heidicohen
@sferika @michelelinn @Steph_Montreuil Thanks for the #CMWorld chat today, great info!! Goin to go check my stats now 😉
@lttlewys
Thanks, @CMIcontent and everyone who joined today! Tweet me with questions anytime. …I’m going to check my Analytics. 🙂 #cmworld
@crestodina
@crestodina @CMIcontent thank you both…this is definitely a chat I’ll have to review for what I missed #cmworld
@tracibrowne
@cmicontent @crestodina Thanks for the great chat and all the info!! Goin to go change some things now 😉 #CMWorld
@lttlewys
Join us every Tues here at noon ET for #CMWorld chats! Next week we’re with @lttlewys re: #contentmarketing & community management!
@CMIContent
@lttlewys Ha! I am having the same desire to check my stats and read some more from @crestodina #cmworld
@michelelinn
More info on today’s #CMWorld chat guest @crestodina and @orbiteers: http://t.co/jszvCopCRL
@CMIContent
@lttlewys @michelelinn @Steph_Montreuil I am definitely spending the next hour optimizing my GA dashboards… 🙂 #CMworld
@SFerika
@lttlewys: I am looking forward to next week’s #cmworld chat with you about #contentmarketing & community management!
@michelelinn
@crestodina Thank you so much! So much information to take back. SO grateful for your time/insights! May need advance #CMWorld chat in Jan?
@cmcphillips
Can’t wait! MT @cmicontent: Join us Tues at noon ET for #CMWorld chats! Next wk w/@lttlewys re: #contentmarketing & community management!
@SFerika
@CMIContent @MicheleLinn Most shared info from my #CMworld preso was data! Content Marketing 80% distribution /20% creation Rule
@heidicohen
@orbiteers Thanks so much for the team support today! We appreciate it so much! #CMWorld
@CMIContent
@crestodina: Thanks for the great insights and soundbytes! Lots of tweets favorited in this week’s #cmworld chat
@michelelinn
@michelelinn *blush* Thank you!! @crestodina is a tough act to follow!! I am really excited, tho!! #CMWorld
@lttlewys