Adam Higgins has over a decade of experience as a marketing and business analyst for non-profits. He is currently the technical project manager at HighRoad Solution, where he manages digital communication implementations. Throughout his career, Adam has bridged the gap between business and IT. He holds a degree from California State University, Dominguez Hills and now lives in Atlanta with his family.

1. Track My Content
Adam Higgins, Technical Project Manager

2. For over a decade, Adam functions as a marketing and
business analyst for non-profits and associations. In 2013,
Adam joins HighRoad Solution as the technical project manager
to manage eMarketing and digital communication
implementations.
Throughout Adam’s career, he bridges the gap between the
business units and information technology department. Adam
began his career at the Los Angeles County Department of
Community and Senior Services where he developed and
managed databases for thousands of Workforce participants.
Moving on to Western Growers in 2006, Adam managed the
enterprise association management system (AMS), and
oversaw web development, design, and analysis for websites.
Adam Higgins is a graduate from California State University,
Dominguez Hills. He’s a Los Angeles native that now resides in
Atlanta, GA with his wife and son. Adam is one of the few men
that enjoys wearing a suit and tie to work.
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3. Content Marketing
• Creating and sharing of content
• Delivering high-quality, relevant and
valuable information to your constituents
• Content is focused and well curated for the
target audience.
• Credible source
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4. People Gravitate to the Experts
• Lead Generation
• Leads to Direct Sales
• Brand Equity, Awareness and Loyalty
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5. Transform from Me to You
• Humanistic Quality
• Brand as a person
• Content with Interactivity
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6. Perfect for Associations
• Inherently setup to help members
• Massive data in CRMs and AMS
– Purchase History
– Demographics
• Churning content for years
– Publications
– Subscriptions
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7. Content
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•
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•
•
Infographics
eBooks
Articles
How-To Guides
Case Studies
Press Releases
Webinars
Videos
Newsletters
Whitepapers
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8. Marketing Analyst Toolkit
The Utility Belt
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9. Web Analytics
• Google Analytics
– Most widely used web analytics platform
– Well documented.
– Advanced features are powerful for content
marketing.
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10. Data Crunching
• Excel
• AMS Query System
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11. Survey Tools
• Key Survey
– Essential to Content Marketing
– Quantitative Data
– Measure Brand Equity
– Complements Behavioral Data
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12. Landing Pages
Lead Generation
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13. White Paper Landing Pages
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14. Landing Page Funnel
Desktop
Social Media
Mobile
Organic
Direct
Email
Landing Page
Email Prospect
Data Collection
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15. White Paper Landing Page
Setup
• Get it Done
– Most Important
Lead Gen Data
– Simple Setup
– No Source Details
– No Page Metrics
– Manual Input
– Manual Data Collection
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16. White Paper Landing Page
Setup
• Simple Sophistication
– Use Google Analytics
– Get Page Activity
• Click (requires event tracking)
• Duration
– Manual Input
– Manual Data Collection (Micro Details)
– Google Reports Macro Details
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17. White Paper Landing Page
Setup
• Marketing and I.T. Rock Stars
– Use Google Analytics
– Get Page Activity
• Click
• Duration
– Auto Input via Web Module
– AMS Reports Micro
– Google Reports Macro
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18. Newsletter
Cornerstone to Digital Marketing
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19. Newsletter Funnel
Email
Desktop
Mobile
Article
Call to Action
Register for Event
Watch Video
Download PDF
Read Article
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20. Newsletter
• Standard Email KPIs
– Opens
– Bounces
– Clicks
– Device Metrics Mobile and Desktop
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21. Google Link Append
• Campaigns
– Source*: Target Audience
– Medium*: Email
– Term: Individual Links in Email
– Content: Table of Content Order
– Name*: Newsletter Title
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22. Google Append Builder
http://website.highroadsolution.com/
?
utm_source=webinar_segment&
utm_medium=email&
utm_term=link_title&
utm_content=story1&
utm_campaign=HighRoadUNews
See: https://support.google.com/analytics/answer/1033867?hl=en
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23. Campaigns
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24. Going Beyond Page Views
• Events
– Track actions by visitor
• Click
• Scroll
• Duration
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25. Going Beyond Page Views and
Clicks
• Events
– Category: Downloads
– Action: PDF
– Label: /whitepaper/webtrends.pdf
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26. Questions?
Any questions regarding today’s topic?
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