ROI for Communications Pros is a three-part series that explores the basics of marketing and PR measurement and campaign tracking. In this second part of this series we share what types of content brands can create and how to tag it so that it can be found by your CRM. Haven’t read Part 1? Click here.

If you don’t have great content, you won’t generate many leads. Worse, if you create great content but aren’t using tags properly, you won’t be able to identify which content is generating leads.

Learn how content itself brings value as an awareness and reputation builder read our tip sheet, 9 Ways to Show the Value of PR.


As all good communications professionals know, great content can build an audience, create brand loyalty, and even spread on social media like a wild-fire. First, let’s make sure we’re on the same page about what we mean by ‘content’. Content can be defined in many ways:

1. Blog articles

2. White papers, e-books, tip sheets

3. Infographics

4. Webinars

5. Marketing engagement events such as conferences or expos

6. Press releases

7. Social media posts

8. Videos

9. Livestreaming (Periscope, Facebook Live, Meerkat, Snapchat)

10. Traditional and digital advertising

11. Email marketing

12. Website copy and campaign landing pages

Each of these content activities can be interrelated. A white paper, for instance, will be promoted using the following: a landing page on your web site, email marketing, blog articles, social media posts and digital advertising.

Group relevant content elements together around a specific campaign — larger pieces of content may have larger sets of associated materials. Some CRM tools enable you to tag each piece of content as a promotion vector toward a campaign. This will let you attribute contacts that are found through these vectors back to your campaign.


The importance and use of UTM codes

UTM codes, or parameters, are tags that are attributed to URLs.


Applying them to your content links allows you to identify that content as the source of click. The most common use for these tags is in Google Analytics which will attribute a click from a URL with a parameter directly back into your CRM campaign of the same name.

Google itself has as UTM code building tool that walks you through the steps to create your first code. You start with your destination page, often a blog post or a campaign landing page and build out tags to identify where readers originate. These codes enable you track the following:

Campaign Name: Most importantly, you want to label the campaign to be promoted. This can be the title of a white paper or webinar or a product offering that is being advertised.

Campaign Source: Use this to identify the specific channel that you to deploy content. For instance: Twitter, Facebook or a specific web site.

Campaign Medium: Medium identifies a larger subgroup of media channels like social, email, webinar or paid advertising.

Campaign Content: Use this tag to identify the type of content you are sharing: white papers, tip sheets or a webinar.

Once you have a code built, use to promote your content on source platform you assigned it. Then just sit back and check Google Analytics you will see these codes as the source for your traffic.

With all of your content created share it! Buy ads, send press releases and watch as your web site gets more traffic than ever (again, assuming your content is great).

In the third part of ROI for Communications Pros coming out next week, learn how to analyze your sales data, calculate a basic marketing or PR ROI, and the pitfalls of campaign tracking and how to avoid them.

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About James Rubec

James Rubec is a data geek, a former public relations lead and journalist with a love of content and advocacy. Ask him anything @JamesRRubec and be sure to follow @Cision_Canada

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