Introducing Campaigns

Introducing Campaigns
October 31, 2016 Joe Vernon

A new way to measure your content marketing.

Unifusion’s mission is to help marketers, from the analyst to the c-suite executives. We find an easy and accurate way to measure the results of content marketing efforts. We believe by measuring your efforts in a way that speaks to an executive team, you will secure current marketing budgets or even grow them.

Since launching our software for our internal team, it has been great to see how the content we’ve been producing impacts the bottom line. First, we released Content Clusters which provided a better way to measure marketing  data by grouping or clustering similar pages to view aggregated data. Now, we’ve taken it a step further.

Measure your marketing with campaigns

For years measuring the return on investment (ROI) for content marketing has been focused on measuring content marketing key performance indicators (KPIs). Marketing reports from internal or external teams would provide their superiors with information showing the reach of the content, how users acted, and if a goal was met. Well, how does that impact their business? Campaigns help solve this issue by connecting marketing hours with results showing the ROI. Here are a few ways you can use campaigns.

Use campaigns to show content marketing ROI

Your team is able to provide a true understanding for content marketing efforts by mixing a few elements together; a record of your efforts (or investment), your marketing data, and the value of web leads. Once in place, your team will be able to see the ROI while a campaign is in progress, and for months after the campaign has ended. 

Use campaigns to report your efforts 

Since the ROI feature is not required, you are able to create a campaign to record the work that your team has completed and able to show how the work correlates with the results. This can help paint a clear picture in the heads of your superiors that the work your team is doing is valuable and worth investing in.

Use campaigns to show growth of KPIs

If you don’t have all the elements mentioned above, campaigns can be used to show the growth of KPIs. You are able to aggregate all the data from the current campaigns content and show the results and how they have improved in easy-to-read graphs and charts.

How can I get started with Campaigns?

Getting started with campaigns is simple. Account and project administrators can create campaigns assuming that the project has the correct subscription level.

Simply log into the app, navigate to campaigns and click “new campaign”.

navigating to campaigns

Once there, name your campaign, set the duration, select your attribution model, and set your default hourly rate (if ROI is enabled in your project settings).

Unifusion has 3 conversion models:

  • Entrance Conversions – This gives the page that the user entered on credit for the conversion.
  • Passthrough Conversions – This gives a page a user visited within the last three steps before reaching a goal credit for a conversion.
  • On-page Conversions – This gives a page credit if a user actually converting on that page. For example, if your goal destination in Google Analytics is /thank-you, then /thank-you would get credited an on-page conversion, not the page previous.

Next, use the rule builder to cluster your pages together. Common rules to use would be page path or manual. You can include multiple rules if needed.

create a rule

The last step is to select which goals you would like to measure with the campaign and overwrite the values if needed.

Once the goal is started, it will automatically import any pages that are created within the duration and import any of the jobs that you enter during the campaign duration.

How can I get started using Unifusion Campaigns?

We are really excited to see how your team uses campaigns and to continue adding more features to campaigns. Campaigns are only available in our Business package, however, we offer a free 30 day trial for all new accounts.

If you are interested in trying Campaigns, go ahead and get started by clicking on the Free Trial button to create your free account—or if you want, read more on content measurement.

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