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WEB ANALYTICS OF
CONTENT MARKETING
20.01.2016
Ludvik Høegh-Krohn,
ludvik@omg.no
@ludvik
MARKETER
TEACHER
MATHEMATICS
TEN YEARS OF
DIGITAL MARKETING
TODAY:
WE ALL WANT TO DO
CONTENT MARKETING
SO HOW MEASURE IT?
TWO ANGLES
1
2
What can we learn from Google Analytics?
What can we learn from Facebook Graph API?
GOOGLE ANALYTICS
QUESTION:
WHY DO WE DO CONTENT
MARKETING?
The answer might give us a pointer to what we should measure
LETS GO OLD SCHOOL
Content marketing can’t gives us
sales directly
But it might give us attention,
interest or maybe desire
However attention...
QUESTION:
HOW CAN WE MEASURE
INTEREST?
FAVORITE:
TOGHETER WITH MARKETING
AUTOMATION WE CAN
MEASURE ALL THE WAY TO
CONVERSION!
QUESTION:
WHAT DO WE WANT OUR
VISITIORS TO BE INTERESTED
IN?
US!*
*sorry about the stockphoto
QUESTION:
HOW CAN WE MEASURE
WHETER THEY ARE
INTERESTED IN US?
as opposed to just being interested in the content
SUGGESTION:
BOUNCE RATE AND TIME ON
SITE NOT IDEAL TO MESAURE
EFFECT OF CONTENT
MARKETING
because it only measures if they...
EXAMPLE:
BLOG AT OMG.NO
Landing Page Sessions % New Sessions Bounce Rate Pages/Session
Avg. Session
Duration Goal completions
innsiden av snapchat...
VISITS VS VISITS TO «ABOUT US»
0%
10%
20%
30%
40%
50%
60%
% Visits % About us
SUMMARY GOOGLE ANALYTICS:
HOW DO YOU RECOGNISE A
READERS INTEREST IN YOU?
(AS OPPOSED TO YOUR
CONTENT)
1
2
E-mail signups
Visits to «about us»-page
FACEBOOK GRAPH API
WHY LOOK AT FACEBOOK?
POSSIBLE TO ACCESS THE API
DIRECTLY
GIVES YOU TOTAL
LIKES/COMMENTS/SHARES
FOR ANY URL
GREAT TOOL FOR FINDING
GREAT CONTENT
OTHER ALTERNATIVES IN DENMARK
DE VIRALE NYHEDER
STORYBOARD.MX/DK
WANT TO SEPERATE INTO SHARES VS LIKES?
YOU CAN ASK THE GRAPH API DIRECTLY
title url total_shares
Skulderklappene vælter ind til rebellen fra Langeland
http://www.dr.dk/nyheder/indland/skulderklapp...
CATEGORIES COLLECTED FROM
THE URL-STRING
TIP:
SEOTOOLS FOR EXCEL
GREAT TOOL FOR PULLING ANY
DATA ABOUT A WEB PAGE INTO
EXC...
CATEGORIES ALL DK-NEWS
0%
10%
20%
30%
40%
50%
60%
TOTAL LIKES LAST 30 DAYS
0
500000
1000000
1500000
2000000
2500000
Politiken Bt Ekstrabladet tv2.dk Dagens dr.dk
WHO IS «BEST» AT GETTING
FACEBOOK-TRAFFIC IN
DENMARK?
USING THE RATIO
LIKES/TRAFFIC
TRAFFIC NUMBERS FROM FDIM
SHARES / SESSION (FDIM)
-
0,02
0,04
0,06
0,08
0,10
0,12
0,14
Politiken Bt Ekstrabladet tv2.dk Dagens dr.dk
EKSTRABLADET VS DAGENS
0%
10%
20%
30%
40%
50%
60%
70%
Ekstrabladet
Dagens
1
2
Measuring effectivness of content marketing in Google Analytics
Using Facebook Graph API to understand your content an...
ANY QUESTIONS?
Ludvik høegh krohn google analytics and content marketing
Ludvik høegh krohn google analytics and content marketing
Ludvik høegh krohn google analytics and content marketing
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Ludvik høegh krohn google analytics and content marketing

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measuring success of Content marketing with google analytics and Facebook graph

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Ludvik høegh krohn google analytics and content marketing

  1. 1. WEB ANALYTICS OF CONTENT MARKETING 20.01.2016 Ludvik Høegh-Krohn, ludvik@omg.no @ludvik
  2. 2. MARKETER
  3. 3. TEACHER
  4. 4. MATHEMATICS
  5. 5. TEN YEARS OF DIGITAL MARKETING
  6. 6. TODAY: WE ALL WANT TO DO CONTENT MARKETING
  7. 7. SO HOW MEASURE IT?
  8. 8. TWO ANGLES
  9. 9. 1 2 What can we learn from Google Analytics? What can we learn from Facebook Graph API?
  10. 10. GOOGLE ANALYTICS
  11. 11. QUESTION: WHY DO WE DO CONTENT MARKETING? The answer might give us a pointer to what we should measure
  12. 12. LETS GO OLD SCHOOL
  13. 13. Content marketing can’t gives us sales directly But it might give us attention, interest or maybe desire However attention is mostly people reading your stuff and we all know how valuble that is So let’s focus on interest
  14. 14. QUESTION: HOW CAN WE MEASURE INTEREST?
  15. 15. FAVORITE: TOGHETER WITH MARKETING AUTOMATION WE CAN MEASURE ALL THE WAY TO CONVERSION!
  16. 16. QUESTION: WHAT DO WE WANT OUR VISITIORS TO BE INTERESTED IN?
  17. 17. US!* *sorry about the stockphoto
  18. 18. QUESTION: HOW CAN WE MEASURE WHETER THEY ARE INTERESTED IN US? as opposed to just being interested in the content
  19. 19. SUGGESTION: BOUNCE RATE AND TIME ON SITE NOT IDEAL TO MESAURE EFFECT OF CONTENT MARKETING because it only measures if they are interested in your content
  20. 20. EXAMPLE: BLOG AT OMG.NO
  21. 21. Landing Page Sessions % New Sessions Bounce Rate Pages/Session Avg. Session Duration Goal completions innsiden av snapchat 5239 92,44 % 79,02 % 1,28 16,75 0 5 tips til b2b markedsforing 2015 3419 82,80 % 11,73 % 2,58 46,03 15 nye oppdateringer pa snapchat 2613 91,12 % 95,56 % 1,06 14,87 0 6 tips til e-post-emnefelt som vil oke din apningsrate 1134 88,71 % 83,69 % 1,35 29,36 1 7 myter om content marketing for b2b 938 73,99 % 62,90 % 1,68 45,99 0 meta tags som du bor bry deg om 2014 766 76,11 % 72,06 % 1,50 37,41 1 facebook atlas 684 73,10 % 80,56 % 1,43 38,63 1 3 markedssjefer om 2016 610 73,28 % 88,69 % 1,22 23,35 1 automatisert epostmarkedsforing 461 67,68 % 78,52 % 1,94 51,82 0 seks bilder du ikke vil se pa instagram 432 79,17 % 88,66 % 1,18 20,78 0 trender sosiale medier 406 70,69 % 75,86 % 1,39 36,54 0 5 tips til personlig e-post kommunikasjon 358 77,37 % 85,20 % 1,28 22,89 0 derfor virker ikke facebook for b2b 340 86,18 % 75,29 % 1,54 58,63 0 snapchat en userios venneplattform 337 81,01 % 76,85 % 1,48 46,34 0 snapcash pa snapchat 329 91,79 % 93,92 % 1,14 6,42 0 kundeservice crm-strategien 327 80,43 % 80,43 % 1,46 42,20 0
  22. 22. VISITS VS VISITS TO «ABOUT US» 0% 10% 20% 30% 40% 50% 60% % Visits % About us
  23. 23. SUMMARY GOOGLE ANALYTICS: HOW DO YOU RECOGNISE A READERS INTEREST IN YOU? (AS OPPOSED TO YOUR CONTENT)
  24. 24. 1 2 E-mail signups Visits to «about us»-page
  25. 25. FACEBOOK GRAPH API
  26. 26. WHY LOOK AT FACEBOOK?
  27. 27. POSSIBLE TO ACCESS THE API DIRECTLY GIVES YOU TOTAL LIKES/COMMENTS/SHARES FOR ANY URL
  28. 28. GREAT TOOL FOR FINDING GREAT CONTENT
  29. 29. OTHER ALTERNATIVES IN DENMARK DE VIRALE NYHEDER STORYBOARD.MX/DK
  30. 30. WANT TO SEPERATE INTO SHARES VS LIKES? YOU CAN ASK THE GRAPH API DIRECTLY
  31. 31. title url total_shares Skulderklappene vælter ind til rebellen fra Langeland http://www.dr.dk/nyheder/indland/skulderklappene-vaelter- ind-til-rebellen-fra-langeland 24187 Udvist superstudent tager tre eksaminer samme dag http://www.dr.dk/nyheder/regionale/midtvest/udvist- superstudent-tager-tre-eksaminer-samme-dag 19090 Støjberg: Politiet kan sagtens vurdere om flygtningenes smykker er 1.000 eller 20.000 kr. værd http://www.dr.dk/nyheder/politik/stoejberg-politiet-kan- sagtens-vurdere-om-flygtningenes-smykker-er-1000-eller- 20000 14087 VIDEO Chokeret Kessler overrasket af gammel modstander http://www.dr.dk/sporten/boksning/video-chokeret-kessler- overrasket-af-gammel-modstander 14006 Klækkelig lønstigning på vej til Folketinget samt ministre og borgmestre http://www.dr.dk/nyheder/politik/klaekkelig-loenstigning- paa-vej-til-folketinget-samt-ministre-og-borgmestre 12324 QUIZ Kan du finde danskernes ti typiske stavefejl? http://www.dr.dk/nyheder/kultur/quiz-kan-du-finde- danskernes-ti-typiske-stavefejl 9889 HELMIG - næsten mutters alene | TV | DR https://www.dr.dk/tv/se/helmig/helmig-naesten-mutters- alene 9595 DR får Cavlingprisen http://www.dr.dk/nyheder/kultur/medier/dr-faar- cavlingprisen 9455 ’Breaking Bad’-forfatter laver ny serie om ’Anne fra Grønnebakken’ http://www.dr.dk/nyheder/kultur/film/breaking-bad-forfatter- laver-ny-serie-om-anne-fra-groennebakken 8624 Rebellen fra Langeland (2:3) | TV | DR https://www.dr.dk/tv/se/rebellen-fra-langeland/rebellen-fra- langeland-2-3 7897 VIDEO 'Rebellen fra Langeland' kører alkoholikere til grænsen efter billige øl http://www.dr.dk/nyheder/indland/video-rebellen-fra- langeland-koerer-alkoholikere-til-graensen-efter-billige-oel 7518 Ellen husker Titanics forlis: I dag fylder hun 110 år http://www.dr.dk/nyheder/indland/ellen-husker-titanics- forlis-i-dag-fylder-hun-110-aar 7377 Danmarksmesterskaber i slædehundeløb aflyst - på grund af sne http://www.dr.dk/nyheder/indland/danmarksmesterskaber-i- slaedehundeloeb-aflyst-paa-grund-af-sne 7365 HELMIG - næsten mutters alene | TV | DR https://www.dr.dk/tv/se/helmig 6956 VIDEO Søstrene fra Angola smelter dommerhjerter http://www.dr.dk/event/xfactor/video/video-soestrene-fra- angola-smelter-dommerhjerter 6613 Officielt: Zidane ny Real Madrid-træner http://www.dr.dk/sporten/fodbold/spanien/officielt-zidane- ny-real-madrid-traener 6449
  32. 32. CATEGORIES COLLECTED FROM THE URL-STRING TIP: SEOTOOLS FOR EXCEL GREAT TOOL FOR PULLING ANY DATA ABOUT A WEB PAGE INTO EXCEL
  33. 33. CATEGORIES ALL DK-NEWS 0% 10% 20% 30% 40% 50% 60%
  34. 34. TOTAL LIKES LAST 30 DAYS 0 500000 1000000 1500000 2000000 2500000 Politiken Bt Ekstrabladet tv2.dk Dagens dr.dk
  35. 35. WHO IS «BEST» AT GETTING FACEBOOK-TRAFFIC IN DENMARK? USING THE RATIO LIKES/TRAFFIC TRAFFIC NUMBERS FROM FDIM
  36. 36. SHARES / SESSION (FDIM) - 0,02 0,04 0,06 0,08 0,10 0,12 0,14 Politiken Bt Ekstrabladet tv2.dk Dagens dr.dk
  37. 37. EKSTRABLADET VS DAGENS 0% 10% 20% 30% 40% 50% 60% 70% Ekstrabladet Dagens
  38. 38. 1 2 Measuring effectivness of content marketing in Google Analytics Using Facebook Graph API to understand your content and your competition SUMMARY 3 Combine the two
  39. 39. ANY QUESTIONS?

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