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.

1. THE HOW AND WHY OF
CONTENT MARKETING
METRICS
Presented by: Volacci Digital Marketing

2. • Content marketing is a large focus in the digital
marketing sphere. Understanding the impact of the
content your product on your website is critical.
• With content marketing metrics, you can not only
measure how well you’re doing with your content, but
spot opportunities and places for improvements that
may not have otherwise been apparent.
WHY MEASURE CONTENT?

3. THE TOOLS YOU NEED
• Google Analytics is a powerful tool you should already
be utilizing for your site, but with so much data to look
at, it can become overwhelming.
• Spinnakr.com recently released a free, downloadable
‘Content Marketing Metrics’ dashboard that can be
accessed from your Google Analytics account. This
tool and its data is what this presentation will be based
upon.

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 that
visited 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 make
that content the most valuable to a visitor?
• If only 10% of your traffic visits your blog, what can you do to get
more visitors to your blog?

6. CONVERSIONS
• Measures: The number of conversions that were completed by blog
visitors during a specified period of time (based upon goals you have
previously set up in Google Analytics).
• Why does it matter?
• Are you receiving conversions from your blog posts? If not, do you
need to tailor your content to nurture these visitors into wanting to
learn 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’s
blog visitors.

7. BLOG PAGES/VISIT
• Measures: The average number of blog pages a visitor browses
during a specified period of time.
• Why does it matter?
• If your visitors are only reading 1-2 blogs at a time, consider what
you can do to make your content more attractive to keep them
wanting more.
• Do you link to other blogs in each individual blog? Do you have a
widget that features similar blogs, or a tagging system that allows
visitors to find the information they want and need?

8. CONVERSIONS BY SOCIAL
NETWORK
• Measures: The social networks where your site has received the most blog
referrals from during a specified time period.
• Why does it matter?
• Shows the social networks on which your brand has the most interactivity and
influence.
• If your Twitter account is bringing in lots of blog traffic, how can you continue
this trend?
• If your Google+ page does not refer much traffic to your blog, how can you
increase your presence? (Consider posting your blogs in Google+ Communities to
increase 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 patterns
that tell what information your visitors and potential customers are trying
to learn more about. You can use this information to plan your content
strategy appropriately.
• These patterns can also help discover gaps in your overall site:
• If your top visited blog posts revolve around a service that your
company 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 in
this presentation will help equip you with the
knowledge to understand the effect your content has
on your site. By applying the insights from your content
marketing metrics, you will be on your way to creating
your site’s best and most effective content marketing
strategy. And that’s Marketing Intelligence.