SlideShare ist ein Scribd-Unternehmen logo
1 von 59
Downloaden Sie, um offline zu lesen
‘Google it!’
Win your Campaigns with Content
Shanelle Newton Clapham & Mamta Bhatt
March 2020
How To Win Campaigns with Digital Content and SEO
How To Win Campaigns with Digital Content and SEO
The PURPOSE for today:
Content Wins Campaigns
Invest in Content for QUALITY
How WWF
Won with Content
WWF is positioned as experts about threatened species in
Australia. During the bushfires, the content and press releases
they put out made WWF the go-to spokespeople for media – and
people flocked to support them.
Content + organic searches for
WWF
During the peak of the bushfires, Jan 4 and Jan 8, when
newspapers all over the world broadcast that WWF estimated
over a billion animals were killed by the bushfires, this drove
searches for WWF.
Landing Pages Sessions
Search Queries Clicks
WWF’s clicks from Google
Why should you listen to us?
We know our sh*t
These are our clients
Shanelle
16 years
Mamta
10 years
Marcos
5 years
Patricia
14 years
Lots of Digital and Content
experience
What’s so important about Content?
‘Google it!’ is our natural behaviour
You’re creating content already
Having trouble reading this email? View it in your browser
Did you know that it can happen so young?
I had never heard of a person in their 30s getting breast cancer. I was only 27.
Did you know that it can happen so young?
*|IF:FNAME|* *|FNAME|*, *|ELSE:|* Friend, *|END:IF|* I just couldn’t comprehend it;
how could it possibly be happening to me?
And it wasn’t just the fact that I was young.
I was fit too.
I didn’t smoke.
I ate well.
I was breastfeeding my son.
I was the healthiest I’d ever been.
But cancer doesn’t care about that.
That’s why it’s so important that you are aware and learn how to check your own
breasts regularly.
If you don’t know how to check your breasts, now is the time to learn.
Please. PLEASE. Check your breasts.
Tarah, diagnosed 2012
Get in touch with us
Don't want to receive email Updates? Unsubscribe
Invest in content for the long game: Quality
What content can you optimise
for search?
Context for Digital:
The Charity Landscape
Charity Digital Landscape 2020
0
50000
100000
150000
200000
250000
300000
Jan
2017
Feb
2017
Mar
2017
Apr
2017
May
2017
Jun
2017
Jul
2017
Aug
2017
Sep
2017
Oct
2017
Nov
2017
Dec
2017
Jan
2018
Feb
2018
Mar
2018
Apr
2018
May
2018
Jun
2018
Jul
2018
Aug
2018
Sep
2018
Oct
2018
Nov
2018
Dec
2018
Jan
2019
Feb
2019
Mar
2019
Apr
2019
May
2019
Jun
2019
Jul
2019
Aug
2019
Sep
2019
Oct
2019
Nov
2019
Dec
2019
Chart Title
Sessions Direct (Abs) Sessions Paid Search (Abs) Sessions Organic Search (Abs) Sessions Referral (Abs)
Sessions Email (Abs) Sessions Social (Abs) Sessions Other (Abs)
Website sessions
by channel ORGANIC
Paid Peak
3 Years (2017-2019) & 10 Charities
Paid activity is a short-term fix.
Quality is lower –CVR & Ave.$ + poor attrition.
It skews your database.
3 Years (2017-2019) & 10 Charities
HUGE focus on paid channels
Sessions by Channel (raw numbers)
Sessions by Channel (%)
What the data tells us
Orgs are getting really good at using paid channels to drive lots
of people to their websites, but CVR% is dropping sharply.
PAID (cpc tagged) activity is hugely linked to Social (i.e.
Facebook) and Paid Search (SEM) – which is causing a drop in
the % of people converting from Organic search, which
decreases quality.
Tracking is still an issue. It’s either incorrectly allocated (referral
instead of email) or not in place, often for actions & goals.
Engage with people that are actively looking for your info.
People that visit from Google organic search have the highest ROI
and long-term benefit to your organisation.
Remember:
Content = Your Org WINS
Invest in Content for QUALITY
Case Studies
The orgs that WIN at Content
Organisations that
Win Campaigns with Content
1. Raise money
2. Take Action + Change behaviour
3. Engage, educate and influence
WWF’s Content
- education & engagement
- new supporters
& activists
- higher value donors
WWF’s Content made them
the GO-TO org during the bushfires
+12%+28%
+40%
Year 2019
Bushfires Jan 2020
In 2019 – people from Organic Google,
gave a 40% HIGHER donation amount,
than those who came via their email database and
paid campaigns.
Organic Traffic = Higher ave. Gift $
During bushfires, CVR%
from Organic supporters
was 28% higher than
those driven through
WWF’s owned & paid
channels.
- To compare: Organic traffic CVR
for 2019 was less than 1%
During the
bushfires, the
ave gift $ was
higher from
Organic
supporters
Income $
Content = Quality
WWF. Organic supporters have a
Higher CVR% to donation
• People from Google that visited WWF’s Bushfire pages,
made up 59% of the donation income from search
• The Conversion Rate (CVR%) to donation from Organic search
is considerably higher 11.2%
• Combined with a larger donation amount $…
Income $
This is a campaign WON by Content
Content makes WWF authority
47% Almost 50% of the sessions during
2019 came from ORGANIC sources
WWF: Campaigning with Content…
A decade of action on Climate Change
24% Almost ¼ of visitors from organic
search landed on the page:
Causes of Global Warming
Awareness
These are the top 10
Google Search terms
that landed on the
“Causes of global
warming” page
Content about
Global Warming
brought over
300k+ visitors
from Organic
search in 2019
ORGANIC brought
-40% of Newsletter subscriptions
-30% of Social Shares
Building
people power
from Content
Social Media Shares
Newsletter subscribers
Campaigns
Content & organic search
achieves
- campaign support
- database growth
- higher average gifts
**Clicks - Search Queries with 1000+ impressions
People are searching for information
on ASRC’s biggest campaigns
These are the top 10
Google Search queries
that landed on ASRC’s
Medevac FAQ page
What is
Medevac?
2018 Medevac Bill passed 🥳
2019 Medevac Bill repealed 😭
Of all the people that found
ASRC from a Google search –
33% of them landed on the
Medevac FAQ page.
#SaveMedevac
Content builds
empathy
& People Power
In 2019, STORIES was
- 3rd most visited landing/ entry page
- 4,500 people came from Organic
search
Engagement + Database growth
In 2019,
24% of people that came from Organic search to
the STORIES page signed the Welcome Pledge
Database growth
Of people visiting the STORIES
pages:
- 5% CVR of web visitors to
signature
- 24% CVR of organic search
visitors to signature
5% 24%Paid/ Owned CVR ORGANIC CVR
Organic visitors vs Paid/ Owned
Supporter behavior is better
from organic content:
- Longer time on site
- Lower bounce/ exit rate
2019 Page/Session Session
Duration
Organic 2.16 02:02
NON Organic 1.87 01:19
People that come through
Content + Organic search
browse more pages per
session and spend longer on
site
Organic search
visitors
are more engaged
Engagement
Content + Organic
users are more
interested in getting
involved and knowing
more about asylum
seekers and the
organization’s work
Engagement
Despite the Paid and Owned
channel having 4x more
donations, the high ave.
donation means that Organic
made up 40% of all income
Organic has 80%
higher Ave.
Donation $
One-off Vs Monthly Donations
People that find ASRC from search
donate more & more often
People that come to ASRC via organic search, are
slightly more likely to make a monthly donation.
Income $
Other Orgs winning with content
More people visit the “What is MS?”
page than the Homepage
Engagement
The CVR% is better &
Ave.$ gift is 84% higher from Donors
who come via Organic Search
But Content
+ Search
only drives
11% of total
visitors to
the website
Income $
Content = engagement
PeterMac’s visitors
from Organic search:
- spend 200% longer
on site than others
- visit 56% more
pages
Engagement
Organic supporters take more
actions
People that visit Hollows.org.au
- Engage + share more on social media
- Make more enquiries (contact us)
- Subscribe to the newsletter more
Engagement +
Database growth
You have a HUGE opportunity
What you can do is…
1.
Identify your strategic content areas.
What is your core mission?
What do you want to be known/ found
for?
2.
Give people a next logical step.
What call to action is relevant to this
content?
3.
Invest in SEO Keyword Research.
Create content that people are searching
for. Optimise the content you already
have.
4a.
Set up your Tracking and
actually report on it!
Goals & funnels in Google Analytics
4b.
Set up your Tracking
So you can prove content wins!
 eCommerce tracking
x 4/10 orgs we used for this research didn’t have
eCommerce tracking for 3 years
 Utm tracking for your channels/ source activity
x Most orgs we used for this research weren’t consistent in
tracking paid vs owned channels
x Separate out cpc PAID activity so it’s clear what is
Facebook and affiliates and Paid Search or remarketing
etc
 Get GOALS and Events measures in place
x Only 3/10 orgs we used for this research were clearly
tracking goals against the source of traffic
6.
Budget for Content & SEO
 Your Content + SEO strategy is across the whole
organisation (but Marketing should lead it).
Content is an area that breaks down silos, where you can
collaborate and share resources.
 Write a content ACTION PLAN for the next 6-12 months.
 Make a case for an in-house writer or budget for an agency/
freelancer. This will have a positive ROI pretty fast - so long as
you can track it!
Remember:
Content = Your Org WINS
Invest in Content for QUALITY
Remember also
Thank you
& Questions?
Slides will be sent later today
Info Session has been recorded to share
Don’t forget to download your Checklist

Weitere ähnliche Inhalte

Was ist angesagt?

2018 January GrayReports - Demand Trends for Higher Education
2018 January GrayReports - Demand Trends for Higher Education2018 January GrayReports - Demand Trends for Higher Education
2018 January GrayReports - Demand Trends for Higher EducationGray Associates, Inc
 
2016 December GrayReports - Demand Trends in Higher Education
2016 December GrayReports - Demand Trends in Higher Education2016 December GrayReports - Demand Trends in Higher Education
2016 December GrayReports - Demand Trends in Higher EducationGray Associates, Inc
 
2014 December GrayReports - Student Demand Trends
2014 December GrayReports - Student Demand Trends2014 December GrayReports - Student Demand Trends
2014 December GrayReports - Student Demand TrendsGray Associates, Inc
 
Great Big Book of Things Marketers Count
Great Big Book of Things Marketers CountGreat Big Book of Things Marketers Count
Great Big Book of Things Marketers CountSpider Trainers
 
Fundraising Today and Tomorrow: The Next Generation of Giving - The Constitue...
Fundraising Today and Tomorrow: The Next Generation of Giving - The Constitue...Fundraising Today and Tomorrow: The Next Generation of Giving - The Constitue...
Fundraising Today and Tomorrow: The Next Generation of Giving - The Constitue...hjc
 
2018 May GrayReports - Demand Trends for Higher Education
2018 May GrayReports - Demand Trends for Higher Education2018 May GrayReports - Demand Trends for Higher Education
2018 May GrayReports - Demand Trends for Higher EducationGray Associates, Inc
 

Was ist angesagt? (6)

2018 January GrayReports - Demand Trends for Higher Education
2018 January GrayReports - Demand Trends for Higher Education2018 January GrayReports - Demand Trends for Higher Education
2018 January GrayReports - Demand Trends for Higher Education
 
2016 December GrayReports - Demand Trends in Higher Education
2016 December GrayReports - Demand Trends in Higher Education2016 December GrayReports - Demand Trends in Higher Education
2016 December GrayReports - Demand Trends in Higher Education
 
2014 December GrayReports - Student Demand Trends
2014 December GrayReports - Student Demand Trends2014 December GrayReports - Student Demand Trends
2014 December GrayReports - Student Demand Trends
 
Great Big Book of Things Marketers Count
Great Big Book of Things Marketers CountGreat Big Book of Things Marketers Count
Great Big Book of Things Marketers Count
 
Fundraising Today and Tomorrow: The Next Generation of Giving - The Constitue...
Fundraising Today and Tomorrow: The Next Generation of Giving - The Constitue...Fundraising Today and Tomorrow: The Next Generation of Giving - The Constitue...
Fundraising Today and Tomorrow: The Next Generation of Giving - The Constitue...
 
2018 May GrayReports - Demand Trends for Higher Education
2018 May GrayReports - Demand Trends for Higher Education2018 May GrayReports - Demand Trends for Higher Education
2018 May GrayReports - Demand Trends for Higher Education
 

Ähnlich wie How To Win Campaigns with Digital Content and SEO

Net2 Toronto: Digital Donor Acquisition — Tips, Tricks, Pitfalls & Problem-So...
Net2 Toronto: Digital Donor Acquisition — Tips, Tricks, Pitfalls & Problem-So...Net2 Toronto: Digital Donor Acquisition — Tips, Tricks, Pitfalls & Problem-So...
Net2 Toronto: Digital Donor Acquisition — Tips, Tricks, Pitfalls & Problem-So...NetSquared
 
Final PowerPoint for Bennett Compost Group Project (1)
Final PowerPoint for Bennett Compost Group Project (1)Final PowerPoint for Bennett Compost Group Project (1)
Final PowerPoint for Bennett Compost Group Project (1)Jamie Luig
 
Its And not Or
Its And not OrIts And not Or
Its And not Orhjc
 
eTapestry Seminar Sept/Oct
eTapestry Seminar Sept/OcteTapestry Seminar Sept/Oct
eTapestry Seminar Sept/OcteTapestryCate
 
Embracing Technology As A Nonprofit Ct Beardsley Presentation
Embracing Technology As A Nonprofit  Ct Beardsley PresentationEmbracing Technology As A Nonprofit  Ct Beardsley Presentation
Embracing Technology As A Nonprofit Ct Beardsley Presentationbrooke.csukas
 
National Philanthropy Day - MD
National Philanthropy Day - MDNational Philanthropy Day - MD
National Philanthropy Day - MDkrucker
 
Taking Leadership Online - What\'s Hype and What Works in Online Fundraising
Taking Leadership Online - What\'s Hype and What Works in Online FundraisingTaking Leadership Online - What\'s Hype and What Works in Online Fundraising
Taking Leadership Online - What\'s Hype and What Works in Online FundraisingAliamc
 
Fundraising Day - New York: Taking Leadership Online
Fundraising Day - New York: Taking Leadership OnlineFundraising Day - New York: Taking Leadership Online
Fundraising Day - New York: Taking Leadership OnlineSeaChangeStrategies
 
Going Beyond the Donate Button NACHC CHI EXPO 2018
Going Beyond the Donate Button   NACHC CHI EXPO 2018Going Beyond the Donate Button   NACHC CHI EXPO 2018
Going Beyond the Donate Button NACHC CHI EXPO 2018Courtney Clark
 
Converting Online Campaigners into Donors
Converting Online Campaigners into DonorsConverting Online Campaigners into Donors
Converting Online Campaigners into DonorsCare2Team
 
How To Successfully Promote Your Year-End Fundraising Campaign
How To Successfully Promote Your Year-End Fundraising CampaignHow To Successfully Promote Your Year-End Fundraising Campaign
How To Successfully Promote Your Year-End Fundraising CampaignCauseVox
 
Digital engagement - acquisition and retention
Digital engagement - acquisition and retentionDigital engagement - acquisition and retention
Digital engagement - acquisition and retentionbubana3
 
Hot or Not: What's Sizzling in Online Fundraising?
Hot or Not: What's Sizzling in Online Fundraising?Hot or Not: What's Sizzling in Online Fundraising?
Hot or Not: What's Sizzling in Online Fundraising?Steve MacLaughlin
 
Getting Social With Google Ad Grants
Getting Social With Google Ad GrantsGetting Social With Google Ad Grants
Getting Social With Google Ad GrantsMedia Cause
 
Marketing 3 0 Push And Pull Marketing Is No Longer Enough
Marketing 3 0 Push And Pull Marketing Is No Longer EnoughMarketing 3 0 Push And Pull Marketing Is No Longer Enough
Marketing 3 0 Push And Pull Marketing Is No Longer EnoughRiaz Kanani
 
#MarTechFest 2019 - Carlos Cantu
#MarTechFest 2019 - Carlos Cantu#MarTechFest 2019 - Carlos Cantu
#MarTechFest 2019 - Carlos CantuMartech Alliance
 
Social Media for NGO by Guruonline
Social Media for NGO by Guruonline Social Media for NGO by Guruonline
Social Media for NGO by Guruonline Anson Tung
 
C4 - The New Donor Engagement Reality: Bottom Line Priorities for the Online ...
C4 - The New Donor Engagement Reality: Bottom Line Priorities for the Online ...C4 - The New Donor Engagement Reality: Bottom Line Priorities for the Online ...
C4 - The New Donor Engagement Reality: Bottom Line Priorities for the Online ...Community Foundations of Canada
 
Nonprofit Insights: How to Socialize Your Volunteer Recruitment with Google A...
Nonprofit Insights: How to Socialize Your Volunteer Recruitment with Google A...Nonprofit Insights: How to Socialize Your Volunteer Recruitment with Google A...
Nonprofit Insights: How to Socialize Your Volunteer Recruitment with Google A...VolunteerMatch
 

Ähnlich wie How To Win Campaigns with Digital Content and SEO (20)

Net2 Toronto: Digital Donor Acquisition — Tips, Tricks, Pitfalls & Problem-So...
Net2 Toronto: Digital Donor Acquisition — Tips, Tricks, Pitfalls & Problem-So...Net2 Toronto: Digital Donor Acquisition — Tips, Tricks, Pitfalls & Problem-So...
Net2 Toronto: Digital Donor Acquisition — Tips, Tricks, Pitfalls & Problem-So...
 
Final PowerPoint for Bennett Compost Group Project (1)
Final PowerPoint for Bennett Compost Group Project (1)Final PowerPoint for Bennett Compost Group Project (1)
Final PowerPoint for Bennett Compost Group Project (1)
 
Its And not Or
Its And not OrIts And not Or
Its And not Or
 
eTapestry Seminar Sept/Oct
eTapestry Seminar Sept/OcteTapestry Seminar Sept/Oct
eTapestry Seminar Sept/Oct
 
Embracing Technology As A Nonprofit Ct Beardsley Presentation
Embracing Technology As A Nonprofit  Ct Beardsley PresentationEmbracing Technology As A Nonprofit  Ct Beardsley Presentation
Embracing Technology As A Nonprofit Ct Beardsley Presentation
 
National Philanthropy Day - MD
National Philanthropy Day - MDNational Philanthropy Day - MD
National Philanthropy Day - MD
 
Taking Leadership Online - What\'s Hype and What Works in Online Fundraising
Taking Leadership Online - What\'s Hype and What Works in Online FundraisingTaking Leadership Online - What\'s Hype and What Works in Online Fundraising
Taking Leadership Online - What\'s Hype and What Works in Online Fundraising
 
Fundraising Day - New York: Taking Leadership Online
Fundraising Day - New York: Taking Leadership OnlineFundraising Day - New York: Taking Leadership Online
Fundraising Day - New York: Taking Leadership Online
 
Going Beyond the Donate Button NACHC CHI EXPO 2018
Going Beyond the Donate Button   NACHC CHI EXPO 2018Going Beyond the Donate Button   NACHC CHI EXPO 2018
Going Beyond the Donate Button NACHC CHI EXPO 2018
 
Converting Online Campaigners into Donors
Converting Online Campaigners into DonorsConverting Online Campaigners into Donors
Converting Online Campaigners into Donors
 
How To Successfully Promote Your Year-End Fundraising Campaign
How To Successfully Promote Your Year-End Fundraising CampaignHow To Successfully Promote Your Year-End Fundraising Campaign
How To Successfully Promote Your Year-End Fundraising Campaign
 
Digital engagement - acquisition and retention
Digital engagement - acquisition and retentionDigital engagement - acquisition and retention
Digital engagement - acquisition and retention
 
Hot or Not: What's Sizzling in Online Fundraising?
Hot or Not: What's Sizzling in Online Fundraising?Hot or Not: What's Sizzling in Online Fundraising?
Hot or Not: What's Sizzling in Online Fundraising?
 
Getting Social With Google Ad Grants
Getting Social With Google Ad GrantsGetting Social With Google Ad Grants
Getting Social With Google Ad Grants
 
Marketing 3 0 Push And Pull Marketing Is No Longer Enough
Marketing 3 0 Push And Pull Marketing Is No Longer EnoughMarketing 3 0 Push And Pull Marketing Is No Longer Enough
Marketing 3 0 Push And Pull Marketing Is No Longer Enough
 
Nonprofit Social Network Fundraising
Nonprofit Social Network FundraisingNonprofit Social Network Fundraising
Nonprofit Social Network Fundraising
 
#MarTechFest 2019 - Carlos Cantu
#MarTechFest 2019 - Carlos Cantu#MarTechFest 2019 - Carlos Cantu
#MarTechFest 2019 - Carlos Cantu
 
Social Media for NGO by Guruonline
Social Media for NGO by Guruonline Social Media for NGO by Guruonline
Social Media for NGO by Guruonline
 
C4 - The New Donor Engagement Reality: Bottom Line Priorities for the Online ...
C4 - The New Donor Engagement Reality: Bottom Line Priorities for the Online ...C4 - The New Donor Engagement Reality: Bottom Line Priorities for the Online ...
C4 - The New Donor Engagement Reality: Bottom Line Priorities for the Online ...
 
Nonprofit Insights: How to Socialize Your Volunteer Recruitment with Google A...
Nonprofit Insights: How to Socialize Your Volunteer Recruitment with Google A...Nonprofit Insights: How to Socialize Your Volunteer Recruitment with Google A...
Nonprofit Insights: How to Socialize Your Volunteer Recruitment with Google A...
 

Mehr von Shanelle Clapham Digital Fundraising

Tracking the source of your conversions for Digital Fundraising campaign
Tracking the source of your conversions for Digital Fundraising campaignTracking the source of your conversions for Digital Fundraising campaign
Tracking the source of your conversions for Digital Fundraising campaignShanelle Clapham Digital Fundraising
 
Why you just gotta use PURLs in your digital fundraising campaigns
Why you just gotta use PURLs in your digital fundraising campaignsWhy you just gotta use PURLs in your digital fundraising campaigns
Why you just gotta use PURLs in your digital fundraising campaignsShanelle Clapham Digital Fundraising
 
Raise more Money Online with Australian Digital Fundraising Platforms
Raise more Money Online with Australian Digital Fundraising PlatformsRaise more Money Online with Australian Digital Fundraising Platforms
Raise more Money Online with Australian Digital Fundraising PlatformsShanelle Clapham Digital Fundraising
 
Charities successfully Acquiring donors through digital fundraising - F&P Web...
Charities successfully Acquiring donors through digital fundraising - F&P Web...Charities successfully Acquiring donors through digital fundraising - F&P Web...
Charities successfully Acquiring donors through digital fundraising - F&P Web...Shanelle Clapham Digital Fundraising
 
Allow Your Monthly Donors to PAUSE or CANCEL their donation online
Allow Your Monthly Donors to PAUSE or CANCEL their donation onlineAllow Your Monthly Donors to PAUSE or CANCEL their donation online
Allow Your Monthly Donors to PAUSE or CANCEL their donation onlineShanelle Clapham Digital Fundraising
 
How to Build an Online Database Alumni & Parents for School Fundraising
How to Build an Online Database Alumni & Parents for School FundraisingHow to Build an Online Database Alumni & Parents for School Fundraising
How to Build an Online Database Alumni & Parents for School FundraisingShanelle Clapham Digital Fundraising
 
Digital Leads for Regular Giving Donor Acquisition via Telefundraising
Digital Leads for Regular Giving Donor Acquisition via TelefundraisingDigital Leads for Regular Giving Donor Acquisition via Telefundraising
Digital Leads for Regular Giving Donor Acquisition via TelefundraisingShanelle Clapham Digital Fundraising
 
Integrated Fundraising Strategy - Regular Giving Donor Acquisition
Integrated Fundraising Strategy - Regular Giving Donor AcquisitionIntegrated Fundraising Strategy - Regular Giving Donor Acquisition
Integrated Fundraising Strategy - Regular Giving Donor AcquisitionShanelle Clapham Digital Fundraising
 

Mehr von Shanelle Clapham Digital Fundraising (20)

How Fundraising is Different Around the World
How Fundraising is Different Around the WorldHow Fundraising is Different Around the World
How Fundraising is Different Around the World
 
Tracking the source of your conversions for Digital Fundraising campaign
Tracking the source of your conversions for Digital Fundraising campaignTracking the source of your conversions for Digital Fundraising campaign
Tracking the source of your conversions for Digital Fundraising campaign
 
Why you just gotta use PURLs in your digital fundraising campaigns
Why you just gotta use PURLs in your digital fundraising campaignsWhy you just gotta use PURLs in your digital fundraising campaigns
Why you just gotta use PURLs in your digital fundraising campaigns
 
Research - digital behaviours of Australians over 70 years of Age
Research - digital behaviours of Australians over 70 years of AgeResearch - digital behaviours of Australians over 70 years of Age
Research - digital behaviours of Australians over 70 years of Age
 
Digital Fundraising Fundamentals + Gift in Wills
Digital Fundraising Fundamentals + Gift in WillsDigital Fundraising Fundamentals + Gift in Wills
Digital Fundraising Fundamentals + Gift in Wills
 
Raise more Money Online with Australian Digital Fundraising Platforms
Raise more Money Online with Australian Digital Fundraising PlatformsRaise more Money Online with Australian Digital Fundraising Platforms
Raise more Money Online with Australian Digital Fundraising Platforms
 
Charities successfully Acquiring donors through digital fundraising - F&P Web...
Charities successfully Acquiring donors through digital fundraising - F&P Web...Charities successfully Acquiring donors through digital fundraising - F&P Web...
Charities successfully Acquiring donors through digital fundraising - F&P Web...
 
Allow Your Monthly Donors to PAUSE or CANCEL their donation online
Allow Your Monthly Donors to PAUSE or CANCEL their donation onlineAllow Your Monthly Donors to PAUSE or CANCEL their donation online
Allow Your Monthly Donors to PAUSE or CANCEL their donation online
 
Welcome Aboard - Digital Donor Journeys - AFP Toronto Congress
Welcome Aboard - Digital Donor Journeys - AFP Toronto CongressWelcome Aboard - Digital Donor Journeys - AFP Toronto Congress
Welcome Aboard - Digital Donor Journeys - AFP Toronto Congress
 
How to Build an Online Database Alumni & Parents for School Fundraising
How to Build an Online Database Alumni & Parents for School FundraisingHow to Build an Online Database Alumni & Parents for School Fundraising
How to Build an Online Database Alumni & Parents for School Fundraising
 
How to get people to Open & Click on your Email Marketing
How to get people to Open & Click on your Email MarketingHow to get people to Open & Click on your Email Marketing
How to get people to Open & Click on your Email Marketing
 
Personalised Donor URLs - DM to Website Donation Page
Personalised Donor URLs - DM to Website Donation PagePersonalised Donor URLs - DM to Website Donation Page
Personalised Donor URLs - DM to Website Donation Page
 
How to use Mobile in Fundraising Events
How to use Mobile in Fundraising EventsHow to use Mobile in Fundraising Events
How to use Mobile in Fundraising Events
 
Digital Leads for Regular Giving Donor Acquisition via Telefundraising
Digital Leads for Regular Giving Donor Acquisition via TelefundraisingDigital Leads for Regular Giving Donor Acquisition via Telefundraising
Digital Leads for Regular Giving Donor Acquisition via Telefundraising
 
Turning Donor Insights into Digital Dollars
Turning Donor Insights into Digital DollarsTurning Donor Insights into Digital Dollars
Turning Donor Insights into Digital Dollars
 
Email Marketing Secrets Wellington June16
Email Marketing Secrets Wellington June16Email Marketing Secrets Wellington June16
Email Marketing Secrets Wellington June16
 
Cool Stuff happening in Digital
Cool Stuff happening in DigitalCool Stuff happening in Digital
Cool Stuff happening in Digital
 
Writing Webpages That Convert
Writing Webpages That ConvertWriting Webpages That Convert
Writing Webpages That Convert
 
Integrated Fundraising Strategy - Regular Giving Donor Acquisition
Integrated Fundraising Strategy - Regular Giving Donor AcquisitionIntegrated Fundraising Strategy - Regular Giving Donor Acquisition
Integrated Fundraising Strategy - Regular Giving Donor Acquisition
 
Mobile Marketing & Fundraising Inspiration
Mobile Marketing & Fundraising InspirationMobile Marketing & Fundraising Inspiration
Mobile Marketing & Fundraising Inspiration
 

Kürzlich hochgeladen

SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Vanksen
 
How to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessHow to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessQuickEmailVerification
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 

Kürzlich hochgeladen (20)

SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...
 
How to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessHow to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step Process
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 

How To Win Campaigns with Digital Content and SEO

  • 1. ‘Google it!’ Win your Campaigns with Content Shanelle Newton Clapham & Mamta Bhatt March 2020
  • 4. The PURPOSE for today: Content Wins Campaigns Invest in Content for QUALITY
  • 6. WWF is positioned as experts about threatened species in Australia. During the bushfires, the content and press releases they put out made WWF the go-to spokespeople for media – and people flocked to support them. Content + organic searches for WWF
  • 7. During the peak of the bushfires, Jan 4 and Jan 8, when newspapers all over the world broadcast that WWF estimated over a billion animals were killed by the bushfires, this drove searches for WWF. Landing Pages Sessions Search Queries Clicks WWF’s clicks from Google
  • 8. Why should you listen to us?
  • 9. We know our sh*t These are our clients
  • 10. Shanelle 16 years Mamta 10 years Marcos 5 years Patricia 14 years Lots of Digital and Content experience
  • 11. What’s so important about Content?
  • 12. ‘Google it!’ is our natural behaviour
  • 13. You’re creating content already Having trouble reading this email? View it in your browser Did you know that it can happen so young? I had never heard of a person in their 30s getting breast cancer. I was only 27. Did you know that it can happen so young? *|IF:FNAME|* *|FNAME|*, *|ELSE:|* Friend, *|END:IF|* I just couldn’t comprehend it; how could it possibly be happening to me? And it wasn’t just the fact that I was young. I was fit too. I didn’t smoke. I ate well. I was breastfeeding my son. I was the healthiest I’d ever been. But cancer doesn’t care about that. That’s why it’s so important that you are aware and learn how to check your own breasts regularly. If you don’t know how to check your breasts, now is the time to learn. Please. PLEASE. Check your breasts. Tarah, diagnosed 2012 Get in touch with us Don't want to receive email Updates? Unsubscribe
  • 14. Invest in content for the long game: Quality
  • 15. What content can you optimise for search?
  • 16. Context for Digital: The Charity Landscape
  • 19. Paid activity is a short-term fix. Quality is lower –CVR & Ave.$ + poor attrition. It skews your database.
  • 20. 3 Years (2017-2019) & 10 Charities HUGE focus on paid channels Sessions by Channel (raw numbers) Sessions by Channel (%)
  • 21. What the data tells us Orgs are getting really good at using paid channels to drive lots of people to their websites, but CVR% is dropping sharply. PAID (cpc tagged) activity is hugely linked to Social (i.e. Facebook) and Paid Search (SEM) – which is causing a drop in the % of people converting from Organic search, which decreases quality. Tracking is still an issue. It’s either incorrectly allocated (referral instead of email) or not in place, often for actions & goals.
  • 22. Engage with people that are actively looking for your info. People that visit from Google organic search have the highest ROI and long-term benefit to your organisation.
  • 23. Remember: Content = Your Org WINS Invest in Content for QUALITY
  • 24. Case Studies The orgs that WIN at Content
  • 25. Organisations that Win Campaigns with Content 1. Raise money 2. Take Action + Change behaviour 3. Engage, educate and influence
  • 26. WWF’s Content - education & engagement - new supporters & activists - higher value donors
  • 27. WWF’s Content made them the GO-TO org during the bushfires
  • 28. +12%+28% +40% Year 2019 Bushfires Jan 2020 In 2019 – people from Organic Google, gave a 40% HIGHER donation amount, than those who came via their email database and paid campaigns. Organic Traffic = Higher ave. Gift $ During bushfires, CVR% from Organic supporters was 28% higher than those driven through WWF’s owned & paid channels. - To compare: Organic traffic CVR for 2019 was less than 1% During the bushfires, the ave gift $ was higher from Organic supporters Income $
  • 29. Content = Quality WWF. Organic supporters have a Higher CVR% to donation • People from Google that visited WWF’s Bushfire pages, made up 59% of the donation income from search • The Conversion Rate (CVR%) to donation from Organic search is considerably higher 11.2% • Combined with a larger donation amount $… Income $ This is a campaign WON by Content
  • 30. Content makes WWF authority 47% Almost 50% of the sessions during 2019 came from ORGANIC sources WWF: Campaigning with Content… A decade of action on Climate Change 24% Almost ¼ of visitors from organic search landed on the page: Causes of Global Warming Awareness
  • 31. These are the top 10 Google Search terms that landed on the “Causes of global warming” page Content about Global Warming brought over 300k+ visitors from Organic search in 2019
  • 32. ORGANIC brought -40% of Newsletter subscriptions -30% of Social Shares Building people power from Content Social Media Shares Newsletter subscribers Campaigns
  • 33. Content & organic search achieves - campaign support - database growth - higher average gifts
  • 34. **Clicks - Search Queries with 1000+ impressions People are searching for information on ASRC’s biggest campaigns
  • 35. These are the top 10 Google Search queries that landed on ASRC’s Medevac FAQ page What is Medevac?
  • 36. 2018 Medevac Bill passed 🥳 2019 Medevac Bill repealed 😭
  • 37. Of all the people that found ASRC from a Google search – 33% of them landed on the Medevac FAQ page. #SaveMedevac
  • 38. Content builds empathy & People Power In 2019, STORIES was - 3rd most visited landing/ entry page - 4,500 people came from Organic search Engagement + Database growth
  • 39. In 2019, 24% of people that came from Organic search to the STORIES page signed the Welcome Pledge Database growth
  • 40. Of people visiting the STORIES pages: - 5% CVR of web visitors to signature - 24% CVR of organic search visitors to signature 5% 24%Paid/ Owned CVR ORGANIC CVR Organic visitors vs Paid/ Owned
  • 41. Supporter behavior is better from organic content: - Longer time on site - Lower bounce/ exit rate 2019 Page/Session Session Duration Organic 2.16 02:02 NON Organic 1.87 01:19 People that come through Content + Organic search browse more pages per session and spend longer on site Organic search visitors are more engaged Engagement
  • 42. Content + Organic users are more interested in getting involved and knowing more about asylum seekers and the organization’s work Engagement
  • 43. Despite the Paid and Owned channel having 4x more donations, the high ave. donation means that Organic made up 40% of all income Organic has 80% higher Ave. Donation $ One-off Vs Monthly Donations People that find ASRC from search donate more & more often People that come to ASRC via organic search, are slightly more likely to make a monthly donation. Income $
  • 44. Other Orgs winning with content
  • 45. More people visit the “What is MS?” page than the Homepage Engagement
  • 46. The CVR% is better & Ave.$ gift is 84% higher from Donors who come via Organic Search But Content + Search only drives 11% of total visitors to the website Income $
  • 47. Content = engagement PeterMac’s visitors from Organic search: - spend 200% longer on site than others - visit 56% more pages Engagement
  • 48. Organic supporters take more actions People that visit Hollows.org.au - Engage + share more on social media - Make more enquiries (contact us) - Subscribe to the newsletter more Engagement + Database growth
  • 49. You have a HUGE opportunity What you can do is…
  • 50. 1. Identify your strategic content areas. What is your core mission? What do you want to be known/ found for?
  • 51. 2. Give people a next logical step. What call to action is relevant to this content?
  • 52. 3. Invest in SEO Keyword Research. Create content that people are searching for. Optimise the content you already have.
  • 53. 4a. Set up your Tracking and actually report on it! Goals & funnels in Google Analytics
  • 54. 4b. Set up your Tracking So you can prove content wins!  eCommerce tracking x 4/10 orgs we used for this research didn’t have eCommerce tracking for 3 years  Utm tracking for your channels/ source activity x Most orgs we used for this research weren’t consistent in tracking paid vs owned channels x Separate out cpc PAID activity so it’s clear what is Facebook and affiliates and Paid Search or remarketing etc  Get GOALS and Events measures in place x Only 3/10 orgs we used for this research were clearly tracking goals against the source of traffic
  • 55. 6. Budget for Content & SEO  Your Content + SEO strategy is across the whole organisation (but Marketing should lead it). Content is an area that breaks down silos, where you can collaborate and share resources.  Write a content ACTION PLAN for the next 6-12 months.  Make a case for an in-house writer or budget for an agency/ freelancer. This will have a positive ROI pretty fast - so long as you can track it!
  • 56. Remember: Content = Your Org WINS Invest in Content for QUALITY
  • 59. Slides will be sent later today Info Session has been recorded to share Don’t forget to download your Checklist

Hinweis der Redaktion

  1. Orgs should invest more in their content strategy - because it will bring the right type of people into their cause Case studies to prove that search and it’s intrinsic link with SEO drives strategic objectives What you Can do/ Act Now
  2. How did they do it, and how can you too?
  3. Context for Digital: Back to the Digital Landscape (7+ slides?)  What the data told us - Intense focus on owned channels and PAID digital activity Lots of people coming to websites (Fred Hollows + WWF) but CVR dropping sharply - Donation page data supports PAID activity hugely linked to Facebook and Co-Reg suppliers (and some SEM)  Tracking is not in place for many non-financial goals  Will each of these have a charity e.g.?
  4. Why you should listen to us - credibility (2 slides - clients + S&M pics) Work with Charities + writing backgrounds Marcos data skills
  5. Context for Digital: Back to the Digital Landscape (7+ slides?)  What the data told us - Intense focus on owned channels and PAID digital activity Lots of people coming to websites (Fred Hollows + WWF) but CVR dropping sharply - Donation page data supports PAID activity hugely linked to Facebook and Co-Reg suppliers (and some SEM)  Tracking is not in place for many non-financial goals  Will each of these have a charity e.g.?
  6. Natural behaviour: Content is Google connects you to people/ how people find your cause/ issue/ mission
  7. You’re doing it (kind of) anyway: It’s a way for your Org to talk about/ demonstrate their work, through other frames
  8. It’s the long game/ It is about QUALITY - People actively looking for information (content) that is relevant to your cause/ campaign are your best prospects To take action/ sign up/ For behaviour change For Giving Because they want to learn/ are engaged > they’re your advocates and allies
  9. Your website(s) Words Videos Infographics and images Downloads, checklists Quiz’s/ Survey’s/ Petitions etc Your social media community
  10. Context for Digital: Back to the Digital Landscape (7+ slides?)  What the data told us - Intense focus on owned channels and PAID digital activity Lots of people coming to websites (Fred Hollows + WWF) but CVR dropping sharply - Donation page data supports PAID activity hugely linked to Facebook and Co-Reg suppliers (and some SEM)  Tracking is not in place for many non-financial goals  Will each of these have a charity eg.?
  11. Charity Landscape 2020 (1-2 slides) In 2010 Only a few orgs had a dedicated digital marketer/ Fundraiser - 5+ years behind corporate sector Intense focus on Acquisition - F2F Rise of digital lead gen + TM 2013 / Facebook since 2017 Tracking still not great
  12. WARNING - paid activity will skew your donor base Paid activity is a short term fix Supporters and Donors and clients that come from PAID activity  often have lower conversion rates have higher attrition rates have lower average gifts Organisations need to invest in content to attract the quality supporters, who give more and are retained for longer
  13. Context for Digital: Back to the Digital Landscape (7+ slides?)  What the data told us - Intense focus on owned channels and PAID digital activity Lots of people coming to websites (Fred Hollows + WWF) but CVR dropping sharply - Donation page data supports PAID activity hugely linked to Facebook and Co-Reg suppliers (and some SEM)  Tracking is not in place for many non-financial goals  Will each of these have a charity eg.?
  14. OPPORTUNITY - focus on content/ organic traffic for QUALITY  highest ROI and long term benefits to your organisation Engage people when they’re ready (to hear it/ act)
  15. Bushfire pages match condition: page path contains “bushfire-emergency” OR “stop-australias-extinction-crisis” Global Warming pages match condition: page path contains “global-warming”
  16. https://www.asrc.org.au/medevac_faq/
  17. https://www.asrc.org.au/stories/
  18. https://msra.org.au/what-is-multiple-sclerosis-ms/
  19. Identify the strategic content areas where you can Convert more people into supporters (capture their data) (2 slides) What’s your Medevac/ Global Warming/ What is MS?
  20. Put NEXT LOGICAL STEP calls to action to give or take action/ sign up on key pages Homepages have strong call to actions to act (Action Aid, World Animal Protection etc) but it needs to be on the deep level pages (long tail) a focus on content and organic traffic has the highest ROI and long term benefits to your organisation https://www.curebraincancer.org.au/news/1837/mini-brains-accelerating-brain-cancer-breakthroughs
  21. Do the Keyword Research (2 slides) Create strategic content to bring in the right type of people Optimise the content you already have to match what people are searching for
  22. Set up your tracking and actually report on it (3 slides) eCommerce Utm tracking for your channels/ activity Separate out PAID activity (Facebook and Paid Search and remarketing etc) Get GOALS and Events in place