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Using Reader Loyalty to Guide Content Strategy

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Creating Dazzling Content & Ensuring It’s Seen: Step By Step From The Audit To Analytics. PRESENTATION: Using Reader Loyalty to Guide Content Strategy - Given by Glen Dimaandal, @glen_dimaandal - Emerson Electric Co, Online and Social Media Marketing manager. #SMX #21A

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Using Reader Loyalty to Guide Content Strategy

  1. 1. March 04, 2015 USING READER LOYALTY TO GUIDE CONTENT STRATEGY Glen Dimaandal Online Marketing Manager, Emerson @glen_dimaandal
  2. 2. searchmarketingexpo.com @glen_dimaandal #SMX #21A Listening to the Audience is Key
  3. 3. searchmarketingexpo.com @glen_dimaandal #SMX #21A COMMON ANALYTICS METRICS • Bounce rate • Average time on page • Page Views
  4. 4. searchmarketingexpo.com @glen_dimaandal #SMX #21A Casuals Spammers Hackers Scrapers Competitors Plagiarists Spammers Spammers Spammers Spammers
  5. 5. searchmarketingexpo.com @glen_dimaandal #SMX #21A Listening to the Right Ones?
  6. 6. searchmarketingexpo.com @glen_dimaandal #SMX #21A THE PARETO PRINCIPLE 80 Percent of the effects come from 20% of the causes
  7. 7. searchmarketingexpo.com @glen_dimaandal #SMX #21A A CRUCIAL MINORITY Users Shares Links Revenue
  8. 8. searchmarketingexpo.com @glen_dimaandal #SMX #21A RFM VALUATION Recency Frequency Monetary Value
  9. 9. searchmarketingexpo.com @glen_dimaandal #SMX #21A USING RFM TO MEASURE CONTENT PERFORMANCE
  10. 10. searchmarketingexpo.com @glen_dimaandal #SMX #21A AUDIENCE > BEHAVIOR > ENGAGEMENT
  11. 11. searchmarketingexpo.com @glen_dimaandal #SMX #21A SET UP A NEW USERS SEGMENT
  12. 12. searchmarketingexpo.com @glen_dimaandal #SMX #21A NEW USER PAGEVIEW DISTRIBUTION
  13. 13. searchmarketingexpo.com @glen_dimaandal #SMX #21A SET UP RETURNING USER SEGMENTS
  14. 14. searchmarketingexpo.com @glen_dimaandal #SMX #21A
  15. 15. searchmarketingexpo.com @glen_dimaandal #SMX #21A
  16. 16. searchmarketingexpo.com @glen_dimaandal #SMX #21A PLOT THE DATA IN A TABLE
  17. 17. searchmarketingexpo.com @glen_dimaandal #SMX #21A
  18. 18. searchmarketingexpo.com @glen_dimaandal #SMX #21A

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