B2B Growth: Your Daily B2B Marketing Podcast
B2B Growth: Your Daily B2B Marketing Podcast

Episode 1701 · 6 months ago

Content Analytics Made Easy with David Cardiel

ABOUT THIS EPISODE

In this episode, Benji talks to David Cardiel, Vice President of Marketing at WordPress VIP & Parse.ly.

Today we learn how David used data to determine pillar content and ultimately drive revenue. He explains how data should inform and continuously improve our marketing efforts across the board and what we should be paying attention to in all the numbers.

Conversations from the front lines and marketing. This is be to be growth. Welcome in, to be to be growth. I'm your host, Benjie Block, and today I am joined by a new friend, a fellow AUSTINITE, David cardial. He's the vice president and of marketing over at wordpress VIP. David, welcome into the show. Thanks a lot, benjy. It's great to be here and then also great to be joined by a fellow austinite. Austin, Texas in the House. Let's go. It's where to be and everybody's finding out about us. So maybe less people should realize how awesome our city is, but that might be a different topic for a different podcast on a different day, right, we can spend a whole hour on that one. Well, we love our city, but here's here's the reason that I invited you on, David. We know that data and content can seem oftentimes, and I would say I'm even guilty of this right, like it's different departments entirely. We got our data people over here and we got our creatives and our content people over here, different parts of the marketing house. But I think that's there's a lot of misunderstanding there as well, and so I want to start with just some of what you think those misunderstandings are. What do you think many people misunderstand about how data can actually drive our content strategy? That's a great question. It's a low good question and part of the reason why we're here today to talk about it, right, you know. And it's hard to boil down it to one singular thing. I've tried, I'm trying, I'm going to try to take us down a direction here. It's it's the output of what you do with that data. And I think so many of us that consider ourselves data driven, not saying that we're liars. We know we live and die by the data. We enjoy the data, but it's really the the application of it, right, and in my world, content is king. That's what we you know, we're CMS,...

...platform work, press, VIP, Parsley, content analytics. So content is our is our bread and butter and it's, you know, we live in this world where it's it's completely it's completely digital and everything that, you know, all of our outputs, all of our attempts to rise above the noise as a species, were just inundated with content. So measurement, data analytics. That becomes more and more important as time goes on and there's platforms out there that allow you to obtain that's and so really one of the things that I'm seeing is really just, you know, what folks actually do with that data, right? That's, you know, the application of it. I'm a marketer, so I'm big on my team using that data, applying it to our campaign's, applying it to our data are, sorry, our content experiences. So get get folks coming back and hopefully converting. So yeah, let's let's talk about some of your journey there, because you obviously clearly you're passionate about having the data and form your content strategy. But that has to start somewhere, right, that had to become maybe it was like a lightbulb moment or some even just your work experience has really informed that. But I love to hear some of your journey to being like okay, we got to be content and heavy and day too heavy. Right, right, right. My journey goes back away. It's actually I'm going to I'm going to step back here for a moment and go back a few probably a few orgs ago. But you know, I've sat in board rooms I sat an exact update meetings where you're just given a status up. They don't what's up, what's going on? You know for my team and I used to sit in these operational reviews Le we just sort of pinking picture. And so, you know, it's in these operational reviews and I'm going over all the INS and outs and, you know, just to make this a little bit more you know, targeted. We're talking SASS. We're talking pretty typical SASS models. So we're going over pipeline, we're going over for fills, we're going over traffic where, you know, did we do an event last month? How did we do? Are we doing webinars? You know, so we go look at all a lot of our you know, typical KPI's website, traffic, social visibility, back links, press pickups, all that fun stuff. But...

...you know, I'm given this overview and I got, you know, I've been on some really, really stell our teams to where we've got to those updates pretty down. We've got our attribution modeled down. And I'm thinking back to a an exact who's a good friend and mentor type to me, but he used to ask me the question about content he's like how's constant performing? Usual answers that I go. So we had x amount of form fills and, you know, x amount of site visits, which is what we all track, and so forth. And what I didn't pick up on a time is it was going completely over my head where that's not what he was asking. That's not he was asking. He was asking what that true value of our content is. And ultimately what he was asking was about engagement. He was asking about, like who's engaging with our content? That actually kind of help accelerate our content strategy and what we're trying to do. He's talking about our overall digital experience. So, you know, in just kind of taking this back aways, that's that really got me thinking, like that was a that was a metric that eluded me a little bit and I wasn't sure if it's just acumen, is technology or what have you. Enter in actually right place at the right time. I started up with Parsley a couple of years ago, content analytics platform. That actually opened my eyes to a view of what this this world of content analytics that went beyond traffic, went beyond site traffic, went beyond form fills and things like that and really started to look at really what a reader's journey was going to be like once they engage with your content and it, you know, ultimately let up to me. Just believing sort of like in this engagement metric that really kind of helps to fortify your content strategy but also accelerate the performance of your campaign's interesting. Yeah, let's go down that road just a little bit more together, because you're looking at most people that were listening to this. They're going to be thinking, okay, time on page, maybe call to action. That's taken. But once you've gone into the the deep end of this, you're looking at more than that. So tell me. What else are you kind of tracking and what were you made aware of as you came into Parsley? Yeah, and great question. I was marketer one. I think a lot of us have...

...been there, you know, you walk in, you're making the decisions, you're generating the content, you're establishing the strategy, maybe you're implementing some some tech like an automation platform or even to crun things like that. A lot of us have been there. Are Been on a very, very small team, right, very common tale, right, and you know, as marketer one, it was get the content out there, start doing things in the market place. Right, I experimented a little bit, just sort of like finger in the wind, guess, you know, use some tools at my disposal to try to kind of gage what our audience wanted to hear. So I threw a few things out there. It really wasn't until I came across Parsley, and I know I was a little self serving, but it did open my eyes, a piece of tech that did open my eyes into really, just like I mentioned before, engagement, the buyers journey would have you right. So, you know, what I needed to do was I needed a win, you know, to start, you know, to really kind of start my journey at Parsley. And so I looked at I was looking through the data one day and it was pretty interesting. I looked through it and I noticed there was a there is a page built before my time that was kind a ton of traffic, top five, you know, traffic on our site month over week, over week, month over a month. Continent analytics made easy. I mean it was literally just staring me in the face and people were finding that organically, people were finding it through search and it was like, okay, that's a surface level metric. We can probably find that through a GA or something like that, but I gave notice to it, I took a look at it. What was interesting, once I opened it up in the Parsley Dash Board, was it actually gave me a view into a bit of the journey of what that individual was doing when they came to that page. It gave me insight into where their eyes were on the page, what they were engaging with, kind of a heat map or heartbeat pixel, sometimes we call it internally here, what people were doing. But more importantly, it really gave me insight into what they did next, you know. And Eight, eight percent of folks that actually visited that site were immediately going to our demo request page. And again, I'm speaking to a SASS audience here, right, that that demo button is gold, right. And so for us, immediate uptick, right, fifty six percent uptick in...

...demo request. Once we kind of break brought that to light, we started like retargeting and campaigning to that page a bit. I quickly jumped on some tactics and and driving some folks to it. I held a Webinar, I called it coincidentally enough, continental ex made easy you know, had a real quick for a company of our size. Had a real quick seven hundred foks register for that. It was awesome, biggest Webinar we had done at the time. started to write content, blogs, short firm video. We started just kind of gearing it towards the continentalytics made easy fee right. So we had a core pillar piece, if you will, after that. And so yeah, that became the the focal point for our campaign and really just sort of fed the next quarter of our pipeline. Predominantly came from that content. Analytics Made Easy campaign interesting. I want to go back through that story a little bit because I think there's some specific, maybe pause points that we could take in just highlight. So the first one is that you were just kind of combing through and you see this old piece of content. Are you even are you aware of why that piece of content was originally created? Was it just a blog? was there a was there something that it was meant to be more than that but it didn't really develop into that and then you were catching it or what? What was the original and ten of that content? Honestly, it was a pretty common tale of a start stop where an attempt to kind of break down easily and explain what we did at the organization. You know, it was created and left alone. It just that simple. It was created and, as I understand, less than a day it was posted index and left alone. And you know, overtime, you know, folk started finding their way to it organically, which is the best way to do. But again, that's something that we were able to uncover in the dashboard and then uncovering what people would did next. Hey everyone, if you've been listening to be to be growth for a while, you know that we are big proponents of putting out original, organic content on Linkedin, but one thing that's always been a struggle for a team like ours is easily tracking the...

...reach of that linkedin content. That's why we're really excited about shield analytics. Since our team started using shield, we've been able to easily track the reach and performance of our linkedin content without having to manually log it ourselves. It automatically creates reports and it generates dashboards that are incredibly useful to determining things like what content has been performing the best, what days of the week are we getting the most engagement and our average views per post. Shield has been a game changer for our entire team's productivity and performance on Linkedin. I highly suggest checking out this tool if you're publishing content on Linkedin for yourselves or for your company. You can get a ten day free trial at shield APP DOT AI, or you can get a twenty five percent discount with our Promo Code, be to be growth. Again, that's shield APP DOT AI and the Promo Code is be, the number to be growth. All One word for a twenty five percent discount. All right, let's get back into the show and attempt to kind of break down easily and explain what we did at the organization. You know, it was created and left alone. It just that simple. It was created and, as I understand, less than a day it was posted index and left alone. And you know, over time, you know, folk started finding their way to it organically, which is the best way to do. But again, that's something that we were able to uncover in the dashboard and then uncovering what people would did next. Okay, so then my next kind of question would be if I'm coming to that page and I'm going I'm obviously you want the demo request and you get that, but from like a cont just a content perspective. Was it a clear just lead into hey, you should try us, or was there this is generally like it was in an informative piece, and that's why you feel like part of the traffic was being driven as because it was so informative top of funnel, not very selfservy. Explain the importance of content at Linux, why taking an...

...interest in the data that can come from your content is important, right, and it's just a very simple breakdown of that, right, just making it really easy. You know, that's that. That was the title of it and just sort of broke it down a different you know, there's some different like callouts within the page of like, you know, you know, perform, some performance metrics, some customer data that we're just sort of sort of called out in that. But again, it was providing enough information at the top of the funnel to get folks to engage with us and take a next step. I think that's crucial and that mix is what we're always trying to get right as marketers, right, like how do I give some information and then figure out the right placement where I'm not just being self serving? Okay, so you alluded to this as well, but again, another one of those pause points that I want to get us to. You pop the hood, you notice that people are on this page. There it's a lot more engagement, a lot, a lot more of length of time on page and you made several decisions to repurpose this content, one of them being a Webinar. But what was like the immediate list of things you kind of did? Go back to that for me and some of the key decisions you made once you notice this. Yeah, and there's a there's a really key decision, almost a scary decision to make internally sometimes, that we ult ultimately ended up making. But yeah, I went after some low hanging fruit contents ideas just to sort of try out based off having that data. I mentioned the Webinarre and it was just serious of just kind of blew out the explainer. We took that page and basically created an agenda page. Spoke to it. It worked, it got people engaged with us. wrote a couple of blog posts on the heels of that Webinarre, stretched that into a long form ebook style, you know, more of a downloadable asset so forth. Just some small video content right and just kind of kept that going. And what's really great about that once you kind of create that package, you know, again all the indicators, everything that we saw. Obviously we're in this game, you...

...know, to you know, to drive revenue. We're a growth, growth marketing organization, so we're trying to drive pipeline, we're trying to drive opportunities, and that's what we got out of that campaign. got so much, in fact, that we started to see, you know, the sit the uptick on that page up to getting up to like number two, right behind the home page, and taking a look at it, taking a look at what people again using the that heartbeat Pixel I talked about before, and kind of looking at what people are doing in our own home page, I realized, why are we making this so difficult? Let's give the let's give the people what they want. Right. So we made the bold decision, you know, sometimes I can be a difficult one, to actually make continentally, its easier home page, right, and we did that. But January of two thousand and twenty one and then, so we've got about a year's worth of all over, year's worth of data to look behind this organic traffic spike, you know, over eighteen percent, which was fantastic. Those Demo conversion rates continue to hold. Just giving people again, giving people that explain or up front and then give them the option behind that to go explore a resource center and some other things like that. But really just thematically continent analytics made easy. It's like a gift that keeps on giving. Just baked it into everything. I think I'm a very visual person. I know there will be listeners. It's funny because I love podcasting, which is such an audio medium, right and I'm like doing other things while I'm listening, but I'm also maybe it's because my imagination is running. So give me the visual of like, what does that look like to put that on the home page? Are you yeah? Is it just a link to the page or you? How did you bake it in? It literally became the home page. You go to our home page, you go to Parsleycom. Right now it says continent analytics made easy, right at the right at the onset. Yep, the explainer is still there and then there's the opportunity in the right hand upper right hand corner to take a demo. Right. So you kept it really, really simple and that's proved useful to us. Right. We didn't overpopulate the website. We didn't put the ore the home page of the website. We saved a lot of the the you know, the details, you know for...

...navigation and so for so folks can go in and learn more. But just really just give folks a concrete example, because parselely oh bit not a household name, right, but we want to be an integral part of a text act, right, so let's just explain exactly what we do, exactly where we're coming from and let folks take a journey once they're on the site. HMM. So I wonder. Okay, the quarter ends. Clearly, I mean this piece of content lives on forever now, right, because it's baked into the home page. But I want you to go to through that story. Where did it shift your mentality and how you looked at at data and analytics and all of that because of this experience? Specifically that that's really fed again another, probably a long answer, because it really sort of fed something else. So we ultimately, you know, I like to say the the marketing effort that we put behind this and really the springboard that continentals made easy did for us really was the springboard into an out we were required by word pressbip shortly after that and that it was made known to us to know the to marketing by the acquiring company. That, yeah, marketing pipe. I huge, you know huge, you know, Shiny object that we see over there. So what happens next? I end up leading marketing for word PRESSBIP or acquiring company. So here we go again. Right, here we go again, using parsley data to scan the word pressbip site really kind of look at where the audience is engaging and starts to cultivate campaigns. So, you know, study with us. Now we're talking about a bigger brand when you think word press. Right, we're getting into a whole different arena there and so forth, but kind of the same, you know, a parallel story in that when we kind of looked at what people were engaging with, they were engaging with a lot of our you know, we're talking about a larger, bigger price point, right, not as transactional, let's say it parsley right. So people are doing more research, people are engaging with our analyst reports, people were engaging with our knowledge base and things like that. Right. So it's like okay again, how do we give people what they want right. So it actually, you know, following the journey, following the...

...amount of research people to to actually find us, to get to you know, like yes, I'm raising my hand, I want to talk to you. We need to kind of like accelerate that a little bit. What we did? We put out our own industry report content matters, right, and we put that out the beginning of this year. We surveyed our audience, we pump that out and right now we have, like, you know, this this this focal point. You know, each year we're going to do this. It's an industry report where we just survey our audience, ask of a bunch of content related questions, just like we're talking about here, surface those stats, push it out again. We've got a cornerstone, pillar piece of content that we can you know, that serves us, you know, first half of this year, and that's all we're talking about right now. That's all we're leveraging right now for we're were PRESSBIP. We're about to reboot another campaign around content analytics made us you for Parsley. So we're able to run these parallel tracks right. Not Make the content machine works so hard, not make the demand gin machine works so hard. We have our content in place to service those efforts. Hey be to be gross listeners. We want to hear from you. In fact, we will pay you for it. Just head over to BEDB growth podcom and complete a short survey about the show to enter for a chance to win two hundred and fifty dollars. Plus. The first fifty participants will receive twenty five dollars as our way of saying thank you so much one more time. That's be tob growth podcom, letter B, number two, letter be growth podcom. One entry per person must be an act, the listener of the show to enter and look forward to hearing from you. Not Make the content machine works so hard. Not Make the demandgin machine works so hard. We have our content in place to service those efforts. We've talked a lot about content distribution on the podcast the last few months and so I like where this is going in that we're hitting on pillar content, but we've done it from a slightly different perspective, really getting a gage from the data and and locking in there. So when you think of...

...pillar content, like go to word pressie up you right now. You you release this paper and then it informs you're saying like the first quarter, two quarters of your the rest of your strategy. So talk about the trickle down effect of what else you guys were creating. Some of that's going to happen a little bit more natural. You're going to figure out ways to bake it in. But what are the other things that the pieces that you created as a trickledown effect from that paper? Yeah, well, first I mean to set this up. You know, again, I want to make mention our teams were probably working harder than they should have without these these indicators coming out of the data. So having a cornerstone or pillar piece allows us to well, diversify, right, really diversify. How? You know, the content that we were procuring, the theme. thematically, it's the same thing we're talking about. We're just putting out in different forms. You take what you and are doing right now and she who are on a podcast. Right, there's people that love podcast people. That's only two is those in the podcast right. There's folks that still love their try to chew white papers and Ebooks and things, and there's people I know that save those down and I still know people that print them up and take them with them on a plane. I know people that still want to hand out right. Got To do some autograph sometime. Yeah, with events coming back to man, you know, we got events are huge, far from those printing press. Yeah, but the but you you see her. I might probably getting at is like at just muched before, just as a as a species. We all have our preferences for how we consume content because we're inundated with it, you know, so often, and we hope we all have our personal preferences. Can we do it all? No, but man we can. We can make every attempt, using data to help us do that. So for us, that's what this is done. For us is, you know, using using content analytics to really kind of help us diversify the mix. And we have a pretty regular cadence of makes. We do a lot of the same things, but thematically we're using those those spillar pieces, you know, to fill in the the information that we wanted disseminate too, folks. So are there any kind of mediums that you're you know, different things for different people? I get that, but we also tend to lock in as marketers on specific mediums...

...in specific seasons. I wonder if there's any that you find particularly useful right now. I like to be short and sweet, be perfectly honest, get to the point with with a lot of things. So video content has been something that we're starting to do more and more of. Just, you know, we just made a little investment in just a recording platform because we want to talk to our partners and our customers and influencer likes that that are, that are kind of part of our community and really just kind of showcase that we're talking about thirty two one minute spots, right, just get the point out there. You know, check out the the link in the comments for more information or to download XYZ right, just using that mentality through it the you know. But in terms of like where we still see success, Hey, getting into you know, we still see success all things like long form contents. Right, people still will if you if you're writing the right sort of how to or one hundred and one guide or tip and trick, people still will download that kind of stuff. But I really think it's important to humanize it in some in some capacity, and that's used through a Webinar, through a podcast, through a videos, so really that sort of like human element to it. That's that's the biggest channel that we're seeing scene results in. Yeah, I want to take content with me that's engaging, entertaining, informative, but then I want to download content and refer back to it if you put a bunch of work into it and it's maybe data heavy or so. That's where I see the like I love the idea of a long form guide if you can be the first into some sort of space or you have some sort of niche that you can have expertise in, having those flavors next to each other. I love that and I think that's a good way of breaking it down. Okay, so what are the top analytics you think people have to be tracking in their content? I had to take us here for a second. What are those top analytics you believe people have to track in their content? Man, I I'm going to sound like a broken record here, Beggie, but man, that engagement time where people are engaging right the...

...time on the page, the eyes on the page, where they're at, and there's you know, hey, I'm I work at Parsley, so I'm being bit self serving here, but there are platforms out there that do this and it's I think it's worth the investment. Because otherwise you're spend any reels just writing, and you're just writing your kind of just trying things out. It's important to try things out, but let's try to write things out, you know, let's let again give the people what they want. So engagement time is the big one. They're still tried in true metrics. People got to look at you know, you need to look at your traffic, you need to look at social visibility. You know, you know what's working, what's converting, what's not. You know, stop doing what's not working double down on what is. So That's getting into the conversion aspect of things. But I'd say, you know, the biggest thing is, you know, engagement time, right. You know, I'll say something that's sometimes unpopular with you know be tob marketers and such, is that you get to a point also where you realize the the value of ungated content. Right, you get to realize the value of content that's working. And Yeah, you know, maybe it's reached to either a point on its shelf life or maybe you have enough that's gated on there and you've got enough of a library where people keep coming back. Hey, give it to them for Freemen, you know, just measure up, measure out the little bit of that intent data, measure a little bit about what they're those buying signals are, and use a platform like parsley to kind of measure what they're doing on your site. You know you'll be able to track them anyway. So Hmm, okay. So I want to spend our last couple of minutes here just going to real practical how in in this case we're clearly advocating for some sort of content and at a tool, something to help us see where our traffick is and help us decide what to create more of. But talk me through how to use the tool. So, like, often are you reviewing and kind of making content adjustments in real time? Are you setting up time weekly to review that monthly, like, how does this data that you're informed with like then kind of end up playing into your strategy longer term? My continent analytics platform is running right now in front of me, so it's up all the time. It becomes...

...a central hub, of central focus of conversation with my team, especially. You know, even when we're have a day where we don't have a lot going on, we're taking a look at, you know, what's going on on the on the page. If there's, you know, we look at high traffic times. We're able to map that. I mean that's that's data that that you can you can get kind of anywhere. But the kind of going back to the journey aspect of it, anytime we see a little spike or we see a diper, what have you, there's there's a layer deeper that we can dive into and kind of see what's working. We're really get exciting, of course, is when we deploy something, we deploy a new piece of contents, so or update of page or something. You know, we see the inflection point. That's where the that's where the fun happens because we see people, you know, where they're coming in from, what they're doing next, and from there we're able to map that against some of our KPI's right in terms of like opportunity generation, you know, form fills, things like that that we're we're going for. So I like it. So are there any kind of goal or any routines or rituals that you and your team have found around content creation and strategy that you would want to leave us with today, because I know there's gonna people they're they're working out right now, they're doing the dishes, they're doing something else, but practically speaking, they go to back to work tomorrow and they're looking for that. Okay, how do I just tweak a little bit in the way that we're doing content or pillar pages and a lot of the back and forth we've had today, right, what would you advocate for, based on maybe some of the things you and your team are doing? You know, I would say try not to make it too difficult. I'm talking here from from experience into something that that I'll beionce. I kind of fell into and then kind of fell fell for when it comes to a you know, specific data points around content, but they're, like I said before, there's there's there's opportunities to invest in platforms like Parsi. There's opportunities, you know, there's other platforms out there that you can leverage as well, but pick a find a data point, and one of the hardest things to do that I've noticed. No reference are content matters report I talked about earlier. One of the biggest challenges that content creators have market, you know, content marketers have, is getting started. Is Getting started right. You know, picking that channel, picking that that...

...piece of content in either just writing it or if you want to do a short form video, you know, pop and open a zoom and just recording something, you know, something yourself talking or interviewing someone else just like your or you and I are doing right now. That's the biggest challenge. I would say. They're so I would say, you know, from a ritual standpoint, trust yourself, trust the data. Trust the data, get started, look for some inspiration. You know, look at you know, look at some different folks that are doing it well. You know, scroll through a linkedin feed and kind of see, you know, kind of what folks are doing out there, right, and then just kind of have fun with it after that, right, even if you are a marketer of one right, or if you're a marketer of a hundred right in an organization, right, just start to have some fun with it and get you'll get to a point place where, you know, it becomes really rewarding. You know what you want to write about. You're having more fun with it. That's that's what I've seen happen on my team as we've grown. And you can't have fun are you can't have feedback until you have fun with it. You can't. There's no back and forth until there's actually content coming out. So I think a lot of people get stuck in that sort of pre phase or there they don't have a way of knowing what's working, which is what something we've been hitting on quite a bit here. So love it, man. I thank you for diving into this today, David, for those that want to know a little bit more about word press vip and also just a way to connect with you, tell us a little bit about about both. Yeah, I'm a I'm available to chat with anybody that's got questions or want to learn more. You know you can find me. You know I'm on Linkedin, David Cardial, as well as you know twitter at D cardial twenty two. Anybody wants to reach out there. But to yeah, learn more W P vipcom, word press bipcom and you know, check out check out the site, check out some of our resources. If you want to check out continent analytics, mayde easy, check out PARSLEYCOM. Great man, thank you so much for stopping by. B Tob Growth Beiggy. Was a pleasure for all of our listeners. We're having common versations like this because we want to help...

...fuel your growth and innovation. So thanks for listening today. Never miss an episode. Wherever you're listening to this, you can subscribe on your favorite podcast player and we'd be appreciative of that, or a rating or a review. And Hey, reach out to me as well on Linkedin. I'm always talking about business, marketing and life over there and would love to hear from you. Keep doing work that matters. will be back real soon. It's another episode. We're always excited to have conversations with leaders on the front lines of marketing. If there's a marketing director or a chief marketing officer that you think we need to have on the show, reach out email me, ben dot block at Sweet Fish Mediacom. I look forward to hearing from you.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1800)