GinzaMetrics provides a step-by-step workflow for search and content marketing. From selecting marketing campaigns to defining and measuring KPIs, this presentation provides easy-to-follow tips on how to create a successful marketing campaign online that will help your brand get found.

1. Search

3. Content

4. Workflow

5. The Search Content Marketing Workflow
Create a campaignStep 1
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
‣ Rebranding
‣ Other?

6. The Search Content Marketing Workflow
Define campaign deliverablesStep 2
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
‣ Videos
‣ Social media
‣ Events
‣ Marketing collateral such as white papers, case studies, etc.
‣ Updates to existing web content

7. The Search Content Marketing Workflow
Set up campaign parametersStep 3
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)
NOTE: You may be creating blog posts and landing pages for a Black Friday campaign, which will need to be measured to show
traction specifically for that campaign (including the findability of your brand for keywords and topics pertaining to Black Friday) but
you also want to be able to include the stats as part of your overall brand awareness metrics. So you can have keywords and
content that are part of both your Black Friday campaign, as well as your Brand Awareness campaign.
Acme Corp
Grey Tshirt
Labor Day
Sales Event
United
States
acme.com/grey-tshirt+ + +Campaign X
Parameters
=
(product) (time period) (geography) (website)

8. The Search Content Marketing Workflow
Define KPIsStep 4
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
Increase
organic traffic
by 7%
Campaign content
to equal $1.2M in
conversions
63% Findability
Score by targets
in Brazil
+ +
Campaign X
KPIs =
(traffic) (conversions) (findability)

9. The Search Content Marketing Workflow
Select target keywords phrasesStep 5
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:
Black Friday
shopping
Black Friday sale
Cyber Monday
deals
Acme Clothing
Acme Clothing
Black Friday best t-shirts Acme t-shirts
new v-neck
tshirt
what to wear
to a holiday party
clothing trends favorite tee
Login to Create
Campaign
presents for
teenagers

10. The Search Content Marketing Workflow
Create keyword groupsStep 6
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:
Group Keywords
Branded
Acme Clothing, Acme t-shirts, Acme “Hudson” t-shirt, favorite tee,
clothing trends, best t-shirts
Black Friday Acme Black Friday Sale, Cyber Monday deals,
Holiday Campaign
What to wear to a holiday party, new v-neck t-shirt, presents for
teenagers

11. The Search Content Marketing Workflow
Add competitorsStep 7
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
EXAMPLE: I want to know who is ranking best for “what to wear to a holiday party.” By adding competitors you can compare:
Acme Corp Brand X Brand Y
Google Rank* 3 1 14
(your brand) (evil competitor 1) (evil competitor 2)
Your Google Rank is the position you show up when someone searches for your target keyword or phrase. The top three search positions receive more than 60% off
all clicks / traffic, while 91% off all Google search traffic goes to results found on the first page.
http://searchenginewatch.com/article/2276184/No.-1-Position-in-Google-Gets-33-of-Search-Traffic-Study
Add or Delete
Competitors in
Site Settings

12. The Search Content Marketing Workflow
Measure resultsStep 8
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.
NOTE: If you have questions about how to use or view your data, setting up keyword groups, or creating campaigns - always reach out and ask. The entire
GinzaMetrics team is dedicated to helping you get the most from your search and content marketing efforts.
Traffic from tracked keywords

13. The Search Content Marketing Workflow
Optimize campaignStep 9
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.
NOTE: If you have questions about how to use or view your data, setting up keyword groups, or creating campaigns - always reach out and ask. The entire
GinzaMetrics team is dedicated to helping you get the most from your search and content marketing efforts.

14. The Search Content Marketing Workflow
Repeat Steps 8 9, then measure final resultsStep 10
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+.
Acme Comp1 Comp2 Comp3 Comp4
Comp4