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The How and Why of Content Marketing Metrics


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Content marketing is all the buzz in the digital marketing sphere and understanding the impact of the content produced for your site is critical. This slideshow covers key metrics to consider when …

Content marketing is all the buzz in the digital marketing sphere and understanding the impact of the content produced for your site is critical. This slideshow covers key metrics to consider when analyzing your content marketing data.

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  • 1. THE HOW AND WHY OFCONTENT MARKETINGMETRICSPresented by: Volacci Digital Marketing
  • 2. • Content marketing is a large focus in the digitalmarketing sphere. Understanding the impact of thecontent your product on your website is critical.• With content marketing metrics, you can not onlymeasure how well you’re doing with your content, butspot opportunities and places for improvements thatmay not have otherwise been apparent.WHY MEASURE CONTENT?
  • 3. THE TOOLS YOU NEED• Google Analytics is a powerful tool you should alreadybe utilizing for your site, but with so much data to lookat, it can become overwhelming.• recently released a free, downloadable‘Content Marketing Metrics’ dashboard that can beaccessed from your Google Analytics account. Thistool and its data is what this presentation will be basedupon.
  • 4. THE SPECIFICS• The key data points to analyze:• Blog Visits• Conversions from blog visits• Blog pages/visit• Conversions by Social Network• Blog Post Visits
  • 5. BLOG VISITS• Measures: The percentage of visitors during a set time period thatvisited your site’s blog.• Why does it matter?• Highlights the impact of your content:• If 50% of your traffic visits your blog, what can you do to makethat content the most valuable to a visitor?• If only 10% of your traffic visits your blog, what can you do to getmore visitors to your blog?
  • 6. CONVERSIONS• Measures: The number of conversions that were completed by blogvisitors during a specified period of time (based upon goals you havepreviously set up in Google Analytics).• Why does it matter?• Are you receiving conversions from your blog posts? If not, do youneed to tailor your content to nurture these visitors into wanting tolearn more about your products or services?• Do you have a call-to-action on your blog? Consider adding forms,buttons or contact information to your blog to convert your site’sblog visitors.
  • 7. BLOG PAGES/VISIT• Measures: The average number of blog pages a visitor browsesduring a specified period of time.• Why does it matter?• If your visitors are only reading 1-2 blogs at a time, consider whatyou can do to make your content more attractive to keep themwanting more.• Do you link to other blogs in each individual blog? Do you have awidget that features similar blogs, or a tagging system that allowsvisitors to find the information they want and need?
  • 8. CONVERSIONS BY SOCIALNETWORK• Measures: The social networks where your site has received the most blogreferrals from during a specified time period.• Why does it matter?• Shows the social networks on which your brand has the most interactivity andinfluence.• If your Twitter account is bringing in lots of blog traffic, how can you continuethis trend?• If your Google+ page does not refer much traffic to your blog, how can youincrease your presence? (Consider posting your blogs in Google+ Communities toincrease exposure and possible referrals to your site!)
  • 9. BLOG POST VISITS• Measures: The top viewed blog posts for a specified time period.• Why does it matter?• By examining the topics of your top blogs, you can discover patternsthat tell what information your visitors and potential customers are tryingto learn more about. You can use this information to plan your contentstrategy appropriately.• These patterns can also help discover gaps in your overall site:• If your top visited blog posts revolve around a service that yourcompany offers that is not featured on its own service landing page,consider building out a new page for this service.
  • 10. • Looking at and understanding the metrics covered inthis presentation will help equip you with theknowledge to understand the effect your content hason your site. By applying the insights from your contentmarketing metrics, you will be on your way to creatingyour site’s best and most effective content marketingstrategy. And that’s Marketing Intelligence.