“At the end of the day, we’re not trying to say we do magic. We’re just trying to say, ‘we’ll take all the information that you have first-party collected inside of your company, and we’ll make it available for you.’”
Hello, hello! In this episode of the Flying Cat Marketing podcast, we’re joined by Steffen Hedebrandt, CMO and Co-Founder of Dream Data to talk about how to properly use attribution to see ROI from content and SEO.
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We start by discussing the question that has all of LinkedIn fired up: How accurate is attribution, really? How can you use it to get people like the CEO, or CFO, on board the content train?
Steffen explains that there are two different types of content you can focus on, and if you can clearly differentiate between the two, you’re able to make data-driven decisions and drive the most ROI.
“There’s two buckets of content. There’s content that drives traffic to your website, and then there’s content people look at as they’re buying your product. And if we start with the articles you write for Google – where you’re trying to get people to your website – the content that has the highest intent of actually making a buying decision about your product are ones you should spend time on.”
So what does this actually look like in practice?
Get caught up with this and more in the full episode!
In this episode:
- What does marketing attribution actually accomplish and how?
- What do actual attribution software do that CRMs like Salesforce can’t?
- How do the different attribution models help track ROI?
- Is it better to implement a hybrid attribution model?
- What were some of Steffen’s surprising discoveries about content?
- How “a good self-reported attribution is a bit of a unicorn.”
About the guest
Steffen has an exceptional growth mindset, is data-driven by heart and loves all parts of scaling businesses.
He’s a notorious growth hacker and with his successful track record of scaling businesses and building teams at Upwork and Airtame, Steffen truly knows the pain points of rapidly scaling marketing and growth first hand.
Today Steffen serves as the co-founder and Chief Marketing Officer at Dreamdata. Find out more about Content Analytics.
Timestamps
02:15-06:53 Are marketing attribution software worth the hype?
06:54-10:21 The difference between attribution data from CRMs like Salesforce and actual attribution software
10:22 The different types of attribution models and how they help track ROI
13:16-14:17 Can you implement hybrid attribution models?
14:18-23:10 Steffen’s biggest discoveries about content
23:11-26:23 What’s one thing Steffen wishes more people knew about attribution?
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