There was a great deal of excitement at the MarketMuse Stage during this years Content Marketing World. All these breakout sessions were exceptional and we were hard pressed to just keep this list to five. But here they are!
How to Analyze Content Performance Using Google Analytics: From Basics to Advanced With Andy Crestodina
Although everyone has analytics, most marketers aren’t getting full value from their data. They don’t know what content is effective and what content is useless. In this session, Andy showed the audience step-by-step how to find insight and take action. Participants learned:
- How to properly setup Google Analytics.
- The most important reports for measuring content performance.
- How to measure the impact of their content and promotion efforts.
- Some advanced tactics for deeper insight and greater impact.
Andy was gracious enough to share his top tips for intermediate to expert Google Analytics users. More than that, if you are an occasional Google Analytics user, you could very quickly become a power user just by applying his tips.
Even better, Andy really got into the details of how to use specific reports and Google Tag Manager to do things like tracking video and engagement. He also got into dimensions, metrics, segments, and how to set up custom reports.
Andy CrestodinaCo-founder and the Strategic Director of Orbit Media.
Over the past 18 years, Andy has provided digital strategy to a 1,000+ businesses. He is a top-rated speaker at national conferences, a writer for the biggest blogs and the host of a tiny podcast. He is also the author of Content Chemistry: The Illustrated Handbook for Content Marketing.
Defining the Relationship: How ERM is Changing the Brand-Customer LTR With Jonathan Yaffe
In this session, Jonathan, who discovered firsthand the impact of experiences while producing events for Red Bull, explored the potential of data in understanding human behavior and fostering brand loyalty. He examined how ERM is changing the future of marketing and upending the way brands build long-term relationships with customers. The audience learned:
- About the power of experiential marketing.
- How to track the off-line journey and get real-time feedback on brand perception.
- Real-world examples of how to use that data to improve the experience and reinforce brand loyalty.
Jonathan’s presentation was unique for Content Marketing World because it all about offline marketing effort management and how experiential marketing fits into the overall content picture. It’s measuring the impact of offline experiences using technological innovations pioneered by AnyRoad, including video cameras and surveys.
Johnathan shared an interesting example of how Anheuser Busch measures all the activity inside their brewery tastings. They try to assess whether it creates a different perception of their products.
Jonathan YaffeCEO and Co-Founder, AnyRoad.
Jonathan Yaffe believes in the power of leveraging data to understand how experiences affect behavior. Jonathan began his career in experiential marketing at Red Bull, and holds a degree in Cognitive Science from the University of California Berkeley.
Advanced Content Marketing With the Google Marketing Platform With Charles Farina
This session was full of useful take aways for getting the most out of the Google Marketing Platform. The audience discovered advanced use cases for personalization, analytics, testing, and qualitative insights. Participants learned:
- How to leverage free tools in the Google Marketing Platform.
- How to quickly start content personalization and testing.
- About advanced pathing and audience segmentation.
- Considerations about content and audience activation strategies.
Charles presentation addressed where Google Analytics is heading. It mainly focused on the transition to app plus web, which is a completely different platform. It means you can track your mobile app as well as your web presence together in one place.
It really changes everything. It gives you a ton of capabilities that were previously only available in Google 360. If you switch over to web plus app now, and start tracking data when it becomes fully rolled out, you’ll be able to have capabilities in the free Google Analytics that were previously only available in Google 360.
Charles really went into the details about where Google Analytics is going and what you need to do. It’s a huge market need and nobody’s making the transition on their own. Even the most astute analytics professionals are barely aware of the change that is coming.
Charles FarinaDirector of Analytics, Adswerve.
With over 10 years of experience in Digital Analytics, Charles has performed hundreds of Google Analytics training and workshops across the world. He is deeply experienced in attribution, cross platform analytics, and marketing data integrations.
No More Best Practices: How Unsiloed Big Data Can Help You Better Predict the Value of Content With Wil Reynolds
In this presentation, Will showed his audience how to combine data sets across silos to help guide and prioritize the content process. Participants learned:
- How to build dashboards in Tableau, Power Bi, and Data Studio that combine siloed data from analytics, PPC and SEO.
- How to use revenue metrics to drive content creation.
- How to determine how much content your need and how much it’s worth.
- How to motivate your team to create content that drives business outcomes.
Wil Reynold session was absolutely awesome! His message was basically that if you’re focused on search volume and measuring a small set of keywords using traditional search engine optimization platforms, you’ve got it backwards. Your ability to scale is completely upside down.
Will walked through how focusing on terms with search volume is a big gap in people’s content strategy. Zero search volume keywords are likely to offer the majority conversion. These are queries that won’t have repeatable trackable search volume.
He showed a methodology for using PPC data search query data that you get from paid campaigns to empower content strategy. Using Big Query and data analytics platforms to guess what pages are the best update and which areas to focus. They may be zero search volume, but provide an immense amount of value.
Wil ReynoldsFounder, Seer Interactive.
Wil develops strategies and innovations to help clients build traffic and make money. His methods have shaped the search industry worldwide, and he speaks regularly at marketing conferences across the globe. Wil has been helping Fortune 500 companies develop SEO strategies since 1999.
5 Creative Ways Content Marketers Can Better Support Their Sales Team With Pam Didner
In this stellar presentation, Pam shared with the audience a few creative ways to expand content efforts to help sales. During the 45-minutes session the audience learned:
- A process to leverage content for sales and marketing.
- Key elements you need to personalize and customize sales content.
- How to ensure sales uses the right content for target accounts.
Pam is an energetic, entertaining and knowledgeable speaker who consistently delivers on her presentations. This session focused on bridging the gap between marketing and sales. The goal of sales enablement is to get sales teams excited about using marketing materials, to speak their language and build personas for their use.
One slide in particular caught our eye. In it Pam explains the necessity of mapping relevant content to each sales stage, including the buyer journey. So, it’s actually creating a sales journey.
The marketers job is to understand the company’s sales process and map content to that process, not just to the marketing journey.