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Measuring Content Marketing


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There is always a way to measure content marketing impacts if you plan ahead.... Platforms like Majestic, BuzzSumo, CoverageBook, SEOMonitor, Google Analytics and Google Search Console can help you measure.

Published in: Marketing

Measuring Content Marketing

  1. 1. 1#seocamp @David Iwanow Measuring Content Marketing
  2. 2. 2#seocamp @David Iwanow Who am I? I’ve been doing SEO for over 10 years and I’m currently the Director of Strategy at BlueGlass, a London-based digital marketing agency with a focus on SEO and Content Marketing. We also have BlueGlass offices in Zurich and Tallinn.
  3. 3. 3#seocamp @David Iwanow The Drum 2016 Content Marketing Agency of the Year 2 x UK Search Awards winner
  4. 4. 4#seocamp @David Iwanow 1. Measuring links acquired (Majestic) 2. Measuring changes in TF/CF (Majestic) 3. Measuring shares (BuzzSumo) 4. Measuring estimated reach (CoverageBook) 5. Measuring referral traffic (Google Analytics) 6. Measuring organic traffic (Google Analytics) 7. Measuring uplift in impressions to target page (GSC) 8. Measuring average rank uplift on target page (GSC) 9. Measuring number of search terms driving traffic to page (GSC) 10. Keyword ranking uplift (SEOmonitor) 11. Automated measuring (SEOmonitor) How can you measure content marketing? There is always a way to measure impacts if you plan ahead...
  5. 5. 5#seocamp @David Iwanow Bad ways to measureWhat are some horrible ways you can measure content marketing?
  6. 6. 6#seocamp @David Iwanow ▪ Focusing on the number of links alone opens it up to manipulation ▪ Focusing on a target number of links may limit the opportunity ▪ Measuring links without considering TF/CF is bad form ▪ Focusing on the number of articles created without a strategy around why they exist is problematic Focusing without context
  7. 7. 7#seocamp @David Iwanow Measurement is keyWhy do I need to better measure what we’ve done?
  8. 8. 8#seocamp @David Iwanow ▪ You should be calculating an ROI on all content ▪ You are fighting for marketing budget ▪ You want to scale up anything that works ▪ You want to learn from your mistakes ▪ Because transparency is key to good relationships Why is it important to measure?
  9. 9. 9#seocamp @David Iwanow Measuring linksDid you generate more links? Were they quality links?
  10. 10. 10#seocamp @David Iwanow Focus on improving TF over CF
  11. 11. 11#seocamp @David Iwanow Measuring changesHave the TF and CF increased?
  12. 12. 12#seocamp @David Iwanow Links acquired by competitors
  13. 13. 13#seocamp @David Iwanow Measuring sharesDid your content gain traction on social media?
  14. 14. 14#seocamp @David Iwanow Onsite content being shared?
  15. 15. 15#seocamp @David Iwanow Estimated reachHow many eyeballs might have seen your off-site content?
  16. 16. 16#seocamp @David Iwanow Aggregate content insights
  17. 17. 17#seocamp @David Iwanow Referral trafficDid you drive clicks from your off-site content back to your site?
  18. 18. 18#seocamp @David Iwanow Wrong way via UTM tags
  19. 19. 19#seocamp @David Iwanow Don’t forget to filter out the bots
  20. 20. 20#seocamp @David Iwanow Right way via Google Analytics
  21. 21. 21#seocamp @David Iwanow Organic trafficDid your onsite or target content acquire more organic traffic?
  22. 22. 22#seocamp @David Iwanow Onsite content can lift traffic
  23. 23. 23#seocamp @David Iwanow Impression upliftDid Google Search Console show you a positive change?
  24. 24. 24#seocamp @David Iwanow Clicks and impressions increased?
  25. 25. 25#seocamp @David Iwanow Average rank upliftDid the average rank of the target page increase?
  26. 26. 26#seocamp @David Iwanow Did average position change?
  27. 27. 27#seocamp @David Iwanow Number of keywordsDid the number of non-brand search terms driving traffic increase?
  28. 28. 28#seocamp @David Iwanow Number of terms driving clicks
  29. 29. 29#seocamp @David Iwanow Keyword rank upliftDid the rank of the target terms increase?
  30. 30. 30#seocamp @David Iwanow Track the target terms
  31. 31. 31#seocamp @David Iwanow Automated insightsDid the content performance report highlight any impacts?
  32. 32. 32#seocamp @David Iwanow Impact of external content
  33. 33. 33#seocamp @David Iwanow Add articles as published
  34. 34. 34#seocamp @David Iwanow ForecastingWhat might be the impact of content marketing?
  35. 35. 35#seocamp @David Iwanow ▪ How established are the competitors? ▪ What is the SEO difficulty score on target terms? ▪ Average links per piece of existing content? ▪ Average number of links competitors are building? ▪ Referral traffic to content pieces? ▪ Organic traffic to current pieces? Forecasting your impacts
  36. 36. 36#seocamp @David Iwanow How much content?Work backwards from your goals to estimate resources needed
  37. 37. 37#seocamp @David Iwanow ■ How much organic traffic needed? ■ How many terms targeted? ■ How much referral traffic needed? ■ How many links are you behind? How much content do you need?
  38. 38. 38#seocamp @David Iwanow Tracking successContent marketing should have a goal or KPI that is influential
  39. 39. 39#seocamp @David Iwanow ▪ Platforms like SEOmonitor can help ▪ Set up dashboards in Majestic ▪ CoverageBook can track reach of content ▪ Store data in Google Sheets and push into Tableau ▪ YoY comparison to avoid factoring in seasonal trends ▪ Compare target pages against a control group Reporting your results
  40. 40. 40#seocamp @David Iwanow Merci!