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How to Measure the Real Success of Content Marketing - BrightonSEO 2015
Most marketers look at Buzz signals like Facebook Shares, Tweets or Google+ every time they measure the success of a content marketing campaign.
But there’s more to content marketing success than that. Buzz doesn’t say much about user engagement. To measure the long-term effects of content, marketers need to look at different metrics. We call that “Impact.” It includes downloads, backlinks, and comments.
Most marketers look at Buzz signals like Facebook Shares, Tweets or Google+ every time they measure the success of a content marketing campaign.
But there’s more to content marketing success than that. Buzz doesn’t say much about user engagement. To measure the long-term effects of content, marketers need to look at different metrics. We call that “Impact.” It includes downloads, backlinks, and comments.
15.
Long term effect
Hard/Expensive to fake
Dangerous to fake
Clicks
Views
Comments
Downloads
Backlinks
16.
There are two different dimensions
you need to look at when measuring
the success of your content marketing:
BUZZ and IMPACT
17.
Viral cat content
Awesome content shared
by powerful influencers
Possibly good content
but lacking distribution
and feedback
Useful and engaging
content but lacking
distribution
H
I
G
H
L
O
W
L O W H I G H
IMPACT
BUZZ
18.
You only understand the value of a
piece of content by looking at the
BUZZ and IMPACT all together.
19.
Do you think that this 8 year old
presentation engaged users?
20.
YES! It’s a very successful slidedeck
Even if it has only 800 tweets in 8 years, it was
downloaded 11.000 times and had 27.000 backlinks.
21.
How did I find this presentation and
how fast?
22.
Do you want to measure the
success of your content?
Content
marketing
Video
MarketingInfluencer
Analysis
You can do all that and much more with this new tool for: