Measuring: Blogging Your Brand
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Learn how to measure success for Blogging Your Brand. We'll find out what metrics are important, how to collect & interpret them so that your organization thrives.
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Measuring: Blogging Your Brand
- 2. Analytics can be ….
- 3. But first… a quick recap
- 4. Definition - Blog “A regularly updated website or web page, written in an informal or conversational style” Elements: • Multiple authors • Comment threads per post • Categorization that can align to your taxonomy • Multi-media
- 6. Positioning • Relevant Topics • Industry Expertise • Recognizable authors • Taxonomy • Tone of Voice • Formal vs Informal • Imagery – Playful or Stock Photography? • Language – Industry speak or “tell it like it is”? • Call to Actions • Offers – Hard or Soft Sell?
- 7. Lead Generation! • Calls to Action • On blog • Within posts • Internal Links • Use your Website • Share on Social Media • Email • Focus on Personas • Blog Digests
- 8. Measuring for Success Measure Analyze
- 9. What to Measure •# of views for each post •Most popular articles • Topic • Author • Promotion Channel •Keyword performance Brand Awareness Positioning Brand Awareness
- 13. Where to Find? Remember – a blog is still a website • Reports on page views & clicks in native blog tool • Google Analytics is your friend (a really really smart one) • Track individual pages • Keyword performance and ranking
- 14. “Advanced” Metrics • # of clicks on the blog post call-to-action • # of clicks on the email call-to-action • Website conversions • Most popular pages? • Bounce rate? • Time on page? • What was the last CTA? Conversion
- 15. What is “Conversion”? • Metric that highlights path a [visitor] has taken to become a [lead] • [Non Member] becomes a [Member] • [Email Recipient] clicks on a CTA that takes them to your website page Website conversion • [Blog Subscriber] clicks on side-bar CTA that takes them to your website page Website conversion
- 16. Conversion Rates Why are they so important? • Indicators of: • Engagement • Interaction • Stickiness • … • Demonstrate how to connect (and therefore measure) the effectiveness all of your digital properties
- 17. Recap
- 18. Recap – Blogging Your Brand • Valuable tool to attract visitors (and convert them) • Incorporate into your digital content calendar & promotions • Align to your brand • Be authentic • Be strategic
- 19. Recap – Best Practices • Mechanics • Keywords • Visual Appeal • Positioning • Tone of Voice • Imagery • Your Brand • Scheduling • Consistency • Frequency
- 20. Recap – Measurement 3 Steps: Measure > Analyze > Assess • Measure most blog views / clicks / performance (popular) • Analyze conversions • Analyze your supporting activities • Assess if marketing $$ are effective • If yes, continue to amplify • If no, make refinements and measure again