Using Analytics To Optimize Content
Marketing Campaigns
Before we begin, what is content marketing?
2
Content marketing is a marketing technique of creating
and distributing valu...
Drive
leads
Create
engagement
Influence
decisions
70%
of consumers prefer getting to know a
company via articles rather th...
4
This presentation is a brief introduction and example
of how a brand* could segment its audience to
evaluate if a one-ye...
Increase
Conversions
Improve The Content
Marketing ROI
Increase
Engagement And
Reach On LinkedIn
As a B2B brand, we’re
try...
Our basic traffic metrics tell an interesting story, but only
scratch the surface of what’s really happening
-
1,000,000
2...
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Followers
Social Following
Facebook Twitter LinkedIn
The brand’s...
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Linked...
-
50
100
150
200
250
300
AverageSeconds/UniqueVisitor
Active Duration By Traffic Source
Facebook Twitter LinkedIn Search O...
170
180
190
200
210
220
230
240
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200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
Avg.DurationPerVisitor
Lin...
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2,000
4,000
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8,000
10,000
12,000
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1,000,000
2,000,000
3,000,000
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6,000,000
Conversions
Visitsan...
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50
100
150
200
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0.00x
0.50x
1.00x
1.50x
2.00x
2.50x
3.00x
3.50x
Avg.Duration
ROI&Pagviews/Visit
Engagement & Retu...
0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
0.70%
0.80%
0.90%
ConversionRate
Conversion Rates By Traffic Source
Facebook Twi...
The audience from each distribution channel is interested in
different topics
Audiences from each referral source are enga...
Increase
Conversions
Improve The Content
Marketing ROI
Increase
Engagement And
Reach On LinkedIn
Average duration and
page...
We measured a lot, but it’s equally important to understand
why we measured each data point
Metric Why it’s important
Uniq...
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Content Marketing Analytics Case Study

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This is a case study on a fake B2B brand using content marketing to achieve a higher content marketing ROI and to increase its website conversion rates. All of the data is randomly generated, but this provides some example analytics to pay attention to when measuring the success of a content marketing campaign.

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Content Marketing Analytics Case Study

  1. 1. Using Analytics To Optimize Content Marketing Campaigns
  2. 2. Before we begin, what is content marketing? 2 Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. – Content Marketing Institute Which means… Rather than a brand talking at you via traditional ads, they’re engaging you in a story.
  3. 3. Drive leads Create engagement Influence decisions 70% of consumers prefer getting to know a company via articles rather than ads. 67% more leads achieved by companies who have an active blog. 66% of the buyer’s journey is complete before that buyer reaches out to a sales person. Content marketing is driving real results for brands
  4. 4. 4 This presentation is a brief introduction and example of how a brand* could segment its audience to evaluate if a one-year content marketing campaign is achieving its goals. *The brand being analyzed is a sample B2B company. All data used in this presentation was randomly generated with reasonable parameters set for traffic and social metrics. To optimize your content marketing, you must devote significant resources to analytics
  5. 5. Increase Conversions Improve The Content Marketing ROI Increase Engagement And Reach On LinkedIn As a B2B brand, we’re trying to increase the number of leads for our sales team. Conversions are measured as individuals who provide an email address to download a whitepaper or to stay in touch. Content marketing is a business investment, so you must prove your ROI. We must understand both the value of a conversion as well as the costs associated with our content marketing program to measure ROI. Enabling the organic spread of messages to professionals via LinkedIn is essential to the long-term success of the brand. Understanding the brand’s goals focuses the analytics on the context required to improve the marketing
  6. 6. Our basic traffic metrics tell an interesting story, but only scratch the surface of what’s really happening - 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000 9,000,000 - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 Pageviews UniqueVisitorsandVisits Traffic Metrics Unique Visitors Visits Pageviews Unique visitors and pageviews are increasing while visits remain stable • Pages viewed per visit are increasing…once we capture their attention, they stay and read more. • Our audience is stumbling onto the site…growth in unique visitors is leading to a decline in the repeat visits.
  7. 7. - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 Followers Social Following Facebook Twitter LinkedIn The brand’s social following is growing on LinkedIn and Twitter but staying relatively stable on Facebook As a B2B brand, we’ve decided to target growth on LinkedIn, which we’ve achieved over the year. Facebook’s efforts to reduce organic reach has impacted growth on the social channel. We’ve consciously decided to avoid sponsoring posts on Facebook, which is challenging our ability to grow our Facebook audience with the recent algorithm changes.
  8. 8. - 100,000 200,000 300,000 400,000 500,000 600,000 700,000 - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 LinkedInUniqueVisitors LinkedInFollowers LinkedIn Followers and Unique Visitors LinkedIn Followers LinkedIn Unique Visitors As followers have increased on LinkedIn, so has the ability to drive traffic from LinkedIn to the content site Our followers are engaging directly with the content we share on the social network. • This demonstrates that our topics and headlines are capturing the attention of our followers as they scroll through their newsfeeds.
  9. 9. - 50 100 150 200 250 300 AverageSeconds/UniqueVisitor Active Duration By Traffic Source Facebook Twitter LinkedIn Search Organic Active duration is one of the key metrics to measure for engagement Just like traditional media companies, active duration is highest from our organic traffic and relatively consistent between social and search traffic. • Our target audience from LinkedIn is showing that they are willing to spend their most precious asset, time, with our content. • Although LinkedIn traffic is skewing positively on active duration, this engagement metric has declined in the past couple of months. This requires further
  10. 10. 170 180 190 200 210 220 230 240 - 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 Avg.DurationPerVisitor LinkedInVisits LinkedIn Avg. Duration & Visits LinkedIn Visits LinkedIn Avg. Duration Average duration for LinkedIn visitors has taken a nose dive since October while visits are also decreasing Despite increasing our social following on LinkedIn, our visits are declining, which is hurting our average duration per visitor. This is in contrast to the growing number of unique visitors from the site. • This demonstrates why it’s imperative to investigate engagement metrics versus other traffic data. Our unique visitors are visiting less often and thus spending less time with our content.
  11. 11. - 2,000 4,000 6,000 8,000 10,000 12,000 - 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 Conversions VisitsandPageviews Traffic Metrics Vs. Conversions Visits Pageviews Conversions Conversions are increasing with our pageviews The audience visits are staying relatively stable over time, but pages viewed almost double. • Our audience is visiting less frequently (visits is staying stable while unique visitors is growing), but each visit is leading to several more pages viewed. • The visitors are finding our content engaging enough to view several articles during each visit to the site.
  12. 12. - 50 100 150 200 250 300 0.00x 0.50x 1.00x 1.50x 2.00x 2.50x 3.00x 3.50x Avg.Duration ROI&Pagviews/Visit Engagement & Return On Investment ROI Pageviews/Visit Avg. Duration The return on investment on content has grown by 14% during the year as our engagement has increased Audience engagement with the content is having a significant impact on our ROI. • Engagement is leading to increased conversion rates while costs for production and distribution of content are maintaining consistent levels.
  13. 13. 0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60% 0.70% 0.80% 0.90% ConversionRate Conversion Rates By Traffic Source Facebook Twitter LinkedIn Search Organic Conversion rates are growing across all traffic sources except organic Organic traffic is leading to lower conversion rates than other sources because the organic traffic has already converted. • Most repeat visitors who enter the content site directly have already provided their contact information. We converted them when they downloaded a whitepaper or signed up for the mailing list during a previous visit to the site.
  14. 14. The audience from each distribution channel is interested in different topics Audiences from each referral source are engaging more frequently with different topics. • Now, the brand should target its content at each audience. Rather than randomly sharing content from our site, we should focus on specific topics on each social channel. • Be careful…you may already have a selection bias. Investigate whether or not you’re already sharing more content on a specific topic on each channel. 27% 15% 30% 28% Facebook Traffic 29% 33% 21% 17% Twitter Traffic 50% 14% 10% 26% LinkedIn Traffic 63%10% 9% 18% Search Traffic
  15. 15. Increase Conversions Improve The Content Marketing ROI Increase Engagement And Reach On LinkedIn Average duration and pageviews/visit have both increased over the year to yield a 72% increase in the conversion rate (conversions/visits). The ROI has increased with the conversion rate despite a 53% increase in the cost of content distribution. Engagement rates have decreased across our LinkedIn audience despite greater reach and an increasing number of followers. The brand should focus on optimizing its content to continue to grow its LinkedIn audience while maintaining high engagement across the channel. The content is achieving some of the goals, but the marketer should continue to optimize for engagement
  16. 16. We measured a lot, but it’s equally important to understand why we measured each data point Metric Why it’s important Unique visitors Unique visitors is the best approximation of the number of individuals who saw your content over a given period. Visits Unique visitors may visit your site multiple times per month. Visits tell you if your content is good enough to encourage your audience to stop by several times. Pageviews If your content is really engaging, your visitors may read several articles during a visit. A high pageview/visit ratio demonstrates engagement with content. Followers Social sites allow brands to measure their ability to convert readers into a community. This has become less valuable on Facebook as algorithm changes make it more difficult to reach an organic audience with content. Active Duration Active duration tells you if your content is engaging enough to keep your audience interested. Rather than stumbling on your content and quickly leaving, a site with high active duration is capturing the attention of an audience for a longer period of time. This is the best measure of engagement. Conversion Rates In content marketing, converting an audience into customers or sales leads is the holy grail. Some brands may measure brand lift rather than conversion rates, but for a B2B brand, like the one in the case study, the goal is almost always converting an audience into a sales lead. Traffic Source Conversion Rates Measuring conversion rates by traffic source helps a marketer focus attention on specific channels. There are dozens of social sites, but some are more important than others to each brand. Measuring conversion rates across sources helps a marketer test what is working with one audience versus another. Source Topic Engagement Article topics focus the marketer’s attention on what an audience is interested in based on their entry point to the site. Once you know the topics of interest in each channel, you can focus your organic and paid distribution tactics.

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