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1#seocamp @David Iwanow
Measuring Content Marketing
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#seocamp @David Iwanow
The Drum 2016 Content Marketing
Agency of the Year
2 x UK Search Awards winner
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#seocamp @David Iwanow
Bad ways to measureWhat are some horrible ways you can measure content marketing?
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#seocamp @David Iwanow
Measurement is keyWhy do I need to better measure what we’ve done?
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#seocamp @David Iwanow
Measuring linksDid you generate more links? Were they quality links?
10#seocamp @David Iwanow
Focus on improving TF over CF
11#seocamp @David Iwanow
Measuring changesHave the TF and CF increased?
12#seocamp @David Iwanow
Links acquired by competitors
13#seocamp @David Iwanow
Measuring sharesDid your content gain traction on social media?
14#seocamp @David Iwanow
Onsite content being shared?
15#seocamp @David Iwanow
Estimated reachHow many eyeballs might have seen your off-site content?
16#seocamp @David Iwanow
Aggregate content insights
17#seocamp @David Iwanow
Referral trafficDid you drive clicks from your off-site content back to your site?
18#seocamp @David Iwanow
Wrong way via UTM tags
19#seocamp @David Iwanow
Don’t forget to filter out the bots
20#seocamp @David Iwanow
Right way via Google Analytics
21#seocamp @David Iwanow
Organic trafficDid your onsite or target content acquire more organic traffic?
22#seocamp @David Iwanow
Onsite content can lift traffic
23#seocamp @David Iwanow
Impression upliftDid Google Search Console show you a positive change?
24#seocamp @David Iwanow
Clicks and impressions increased?
25#seocamp @David Iwanow
Average rank upliftDid the average rank of the target page increase?
26#seocamp @David Iwanow
Did average position change?
27#seocamp @David Iwanow
Number of keywordsDid the number of non-brand search terms driving traffic increase?
28#seocamp @David Iwanow
Number of terms driving clicks
29#seocamp @David Iwanow
Keyword rank upliftDid the rank of the target terms increase?
30#seocamp @David Iwanow
Track the target terms
31#seocamp @David Iwanow
Automated insightsDid the content performance report highlight any impacts?
32#seocamp @David Iwanow
Impact of external content
33#seocamp @David Iwanow
Add articles as published
34#seocamp @David Iwanow
ForecastingWhat might be the impact of content marketing?
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#seocamp @David Iwanow
How much content?Work backwards from your goals to estimate resources needed
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#seocamp @David Iwanow
Tracking successContent marketing should have a goal or KPI that is influential
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#seocamp @David Iwanow
Merci!

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