Initial commit

marketing/automation/UTM coding scheme.md

@@ -0,0 +1,65 @@
+# UTM coding scheme
+*overzicht xlsx onderaan deze note*
+
+Alle waarden: **lowercase**, **koppeltekens** als scheidingsteken, geen spaties.
+## utm_source — kanaal
+
+| Waarde         | Kanaal             |
+| -------------- | ------------------ |
+| `linkedin`     | LinkedIn           |
+| `reddit`       | Reddit             |
+| `newsletter`   | E-mail nieuwsbrief |
+| `devto`        | Dev.to             |
+| `hashnode`     | Hashnode           |
+| `producthunt`  | Product Hunt       |
+| `indiehackers` | Indie Hackers      |
+
+## utm_medium — type uiting
+
+| Waarde | Type |
+|--------|------|
+| `article` | Lang artikel of post |
+| `post` | Korte post of update |
+| `comment` | Comment of reactie |
+| `bio` | Profiel- of biolink |
+| `ad` | Betaalde advertentie |
+
+## utm_campaign — thema + kwartaal
+
+| Waarde | Omschrijving |
+|--------|-------------|
+| `iso27001-basics-q2-2026` | ISO 27001 basics — Q2 2026 |
+| `smb-compliance-q2-2026` | MKB compliance — Q2 2026 |
+| `tool-launch-q2-2026` | Tool/template lancering — Q2 2026 |
+| `evergreen` | Altijd-actieve links (bio, profiel) |
+
+## utm_content — specifieke CTA
+
+| Waarde | CTA |
+|--------|-----|
+| `cta-signup` | Primaire CTA — aanmelden / gratis proberen |
+| `cta-download` | Tool of template downloaden |
+| `cta-read` | Artikel lezen |
+| `cta-home` | Homepage link |
+| `cta-inpost` | Link in de post zelf |
+| `cta-comment` | Link in een comment |
+
+## VoorbeeldURLs
+
+```
+# LinkedIn bio (evergreen)
+https://iso27diy.com/?utm_source=linkedin&utm_medium=bio&utm_campaign=evergreen&utm_content=cta-home
+
+# LinkedIn artikel — signup CTA
+https://iso27diy.com/signup?utm_source=linkedin&utm_medium=article&utm_campaign=iso27001-basics-q2-2026&utm_content=cta-signup
+
+# Reddit comment
+https://iso27diy.com/?utm_source=reddit&utm_medium=comment&utm_campaign=smb-compliance-q2-2026&utm_content=cta-comment
+
+# Newsletter — tool download
+https://iso27diy.com/tools?utm_source=newsletter&utm_medium=article&utm_campaign=tool-launch-q2-2026&utm_content=cta-download
+```
+
+## UTM overzicht
+
+![[utm-tracker.xlsx]]