Work people down (or up) your sales funnel Expand their understanding of your company and offer Cement your reputation as a purveyor of fine content Understand content performance outside your own siteThe first points are obvious (though usually overlooked for reasons I’ll explain later) but the last point is very important but little understood. Most analytics set-ups will tell you what happens to content on your site. But does your content have a life outside of your site? Do prospects email it one another? Does it actually bring traffic and conversions to your site? With a little bit of smart thinking you can start to get a real handle on whether your message has wings. Google Multi-Channel Funnels Using Google’s Multi-Channel Funnels, we can see the role cross-promotion plays in future conversions. And, crucially, we can see how many future marketing prospects arrived at our site for the first time ever as a result of cross-promotion. Do these two mickles add up to one big conversion muckle? You bet they do. In the last 12 months cross promotion between our content has been involved in the conversion path of almost one in four conversions. Usually, that means a prospect comes to our site, downloads some content and then links through to download another. Do click the images if you’d like a clearer view. But that’s only the beginning. If I ask the report to only show cross promotion as the first step of a conversion path then you can see the prospects that only arrived after they read our stuff. The content came before the site visit. This content mickle alone is worth an extra 140 prospects a year. Nobody, and I mean nobody, can tell me this isn’t a major sign of content marketing impact. Mickles on the Table So why are mickles, like cross promotion, lost in the content production process? It happens because:
Creating great content is hard and corners are cut as fatigue kicks in Content lifecycles are seen in weeks instead of years Nobody understood their value in the first place Point content still dominates library content and that’s a mistake Content production has no central engine to bring it together Measurement is still under-employedHow It’s Done If you want to use Google Multi-Channel Funnels to measure your cross promotion then you need to make sure you are using:
1.Tags: The first thing we need to do is tag the links back to our site so Google Analytics understands where it comes from. The following link tag gives all the information we need to track it’s source, media and campaign: 2.Multi-Channel Funnels: We can then use these tags to create custom channel grouping path in the Top Conversion Path tabs.In this case we simply used our tags to identify our cross promotion traffic and then set up a rule to make it work. It’s simple but hugely effective. Whoops! Almost forgot: Download this ebook. And all the others you find in it.