<div class="utm">HELPME<div>
<div class="utm"><?= isset($_GET['utm_content']) ? $_GET['utm_content'] : '' ?></div>
$qs = parse_url($_SERVER['HTTP_REFERER'], PHP_URL_QUERY);
$qsArray = [];
if ($qs) {
parse_str($qs, $qsArray);
}
<div class="utm"><?=$qsArray['utm_content']?><div>