Do the plethora of analytics and content marketing tools make it easier or harder for marketers to prove ROI on their efforts? According to the latest data and survey results, the majority of marketers are still struggling to show bottom line results for content marketing initiatives and many are struggling to show results that convince executives to approve budgets for new initiatives. At this point, the problem isn’t so much the lack of available data as it is the ability of marketers to consistently get actionable and shareable information out of all the data that’s available.

The problem with too much data

Too many marketers are tasked with diving into lots of large platforms to cobble together charts and graphs and piece together data points to prepare reports that may or may not truly inform their future strategic decisions. The entire process is time consuming and leaves us scrambling at the end of every month or quarter, taking away time we could be using to actually implement the strategic plans we’ve already developed.
Instead of viewing reports as a necessary evil to appease the executive suite, marketers can begin to see reporting as a way to get the insights they need quickly and easily to inform their day-to-day and long-term decisions. Access to automated reporting takes the scramble out of the end of the month, allowing marketers to easily share necessary data while spending their time on the important work of executing marketing initiatives.
Custom dashboards for individual views

Notifications for site and competitor changes

Most marketers don’t have time to take a deep dive into their site and content data on a daily basis, even if their analytics and marketing intelligence tools provide daily crawl data. Instead of taking the time to check in constantly, marketers can be alerted to changes in keyword and content rank and competitor rank by setting up notification reports.
Notification reports can be created to alert you to the changes you care about, including:

  • Large changes in rank for keywords and content.
  • Changes to competitor content rankings.
  • Newly discovered competitors and keywords.

The key to creating effective content that engages audiences lies in answering audience questions using the language they’re using in search. While you can’t change direction in new content creation on a daily basis, there are many ways you can use keyword and content ranking data to improve ranking and engage your audiences.
Daily keyword and content ranking notification allow you to:

  • Include top ranking keywords and content in social media posts.
  • Use top ranking keywords as email subject lines and headers.
  • Increase engagement with paid efforts using top performing keywords.
  • Add updated keywords to content and landing pages.
  • Pair landing pages and content with links to increase content.
  • Plan new content in different formats based on popular topics.
    • Video
    • Slide deck
    • Image
    • Blog post
    • eBook

To get the most targeted, actionable data, Erin Robbins, President GinzaMetrics, suggests setting up keyword and content groups. “Getting keyword activity segmented by groups allows you to get notifications for marketing initiatives without having to take the time to sift through full site information. Keywords can belong to more than one group and segmenting by keyword groups for you and your competitors will give you the granular information you need.” she advises.
Keyword groups can reflect:

  • Products
  • Features
  • Messaging strategies
  • Campaigns
  • Geographies
  • Audience personas
  • Anything you find important

Whether you’re setting up automatic notifications for all top keyword activity or around specific items such as search engine, device type, conversion type, or keyword group; getting notifications sent directly to your email account will make responding to changes and staying ahead of the competition a lot easier and faster.
search engine performance summary for marketing dashboard

Performance digests for key stakeholders

Instead of logging in daily to compile recent data and get a sense of audience engagement and traffic, marketers can use automated reporting features to create snapshots, called performance digests, of the most critical data you want to see everyday. Performance digests are a good way to give your team, clients, contractors, and executive team timely information relevant to their individual functions while getting timely insights you can use to make real-time decisions.
Performance digests make it possible to send key metrics and analytics data to outside vendors or internal team members automatically to their email inboxes. Now, everyone can get the data they need to inform and improve their daily efforts without the burden of constantly compiling and delivering reports.
“Using our customizable reporting dashboards, performance reports can be completely tailored to the needs of each stakeholder or team member. While some members may want daily digests, others may prefer to get data updates only weekly or monthly. Within each module, data can be customized to include only the top few results to encourage at-a-glance data that’s truly actionable,” notes Erin.
custom dashboards views
It’s easy to get bogged down in all the analytics and metrics now available for marketers. The challenges of data deluge include not getting actionable insights and not having the time to use the data to affect positive change in marketing efforts.
Providing critical team members with an overview of the core metrics, truncated to include only the top results, means less time spent sorting through data. When busy team members are inundated with too much data, not only is valuable time is lost sorting through information, but opportunities are lost when people skip over long tables simply because getting the data out of them is too time consuming. Performance digests are an easy solution to data deluge and provide at-a-glance overviews of core metrics customized for specific reasons or roles.
Depending on who is receiving the digests will help determine the frequency, depth of information, and performance metrics you’ll want to incorporate.
A few examples of the types of data to present in performance digests include:

  • Executive overview reports – Digests to busy executives typically include modules like Traffic Summary, Goal Completions, Ranking Trends, and Competitor Analysis.
  • Keyword & content ranking trends reports – These digests are popular among SEOs and agencies who want to get timely keyword and content updates and for marketers looking for insights into Universal Search elements, local rankings, and content and keyword group tracking.
  • Social Trends – Use social trends digests to get at a glance insights into social media share of voice, audience trends, and other social intelligence for you and your competitors.
  • Competitor Movement – Stay current with competitor intelligence with a weekly overview of where competitors are for your target keywords, their ranking trends, and their top performing content.

To do list of recommendations

Not sure what SEO recommendations are most important right now? Use automated reporting to get site and content improvement recommendations delivered to your inbox at regular intervals to keep track of how current campaigns and content are performing in the search engines and what you can do now to improve performance.
chart modulesUsing recommendations reports, you can get a granular view or as much of the whole picture as you want.
Some things to keep an eye on regularly include:

  • Recommendations summary
  • Content recommendations
    • Keyword discovery
    • Keyword optimizations
    • Meta descriptions
    • H1, H2, H3 tag recommendations
    • Title tag errors
  • Page Layout and Crawlability
    • H1 keywords
    • Title tag optimizations
    • Meta descriptions
    • On-page links
    • HTTP errors
  • Duplicate titles
  • 404 errors

If you want to get automated reports for timely, actionable insights that you can share easily with all your stakeholders, give us a shout and we’ll show you around the platform.

See how to set-up reports in the GinzaMetrics platform with Erin on these two episodes of Found Friday.

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How to automate your marketing and SEO reporting for improved insights and productivity

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