Campaign Workflow for Search & Content Marketers
If you are looking to add organic marketing including SEO and content to your mix, understanding how it can fit in with your existing workflow and campaigns can make the transition easier and more effective.
If you’re wondering whether or not search and content marketing is right (or worthwhile) for your brand, remember that search and content continue working long after you stop paying for them, and drive huge volumes of traffic and conversions for ecommerce, retailers, and brands of all sizes each year.
No matter what your team size is, you can make a lot of progress by implementing measurable, repeatable practices into your marketing mix.
Below is an overview of the steps required to create an effective marketing workflow that integrates your search and content efforts. You can also download the PDF version here.
Step 1: Create a campaign
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
Step 2: Define campaign deliverables
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
- Social media
- Marketing collateral such as white papers, case studies, etc.
- Updates to existing web content
Step 3: Set up campaign parameters
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)
Step 4: Define KPIs
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
Step 5: Select target keywords and phrases
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:
Step 6: Create keyword groups
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:
Step 7: Track competitors
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
Step 8: Measure results
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.
Step 9: Optimize campaign
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.
Step 10: Repeat steps 8 & 9 then measure final results
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+.
View the workflow as a presentation.
If you have questions about how to set up your search and content marketing campaigns, let us know!