SlideShare a Scribd company logo
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
June 2023
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Wayne Cichanski, VP Search & Site Experience
28+ year career in digital marketing, with 10 years at the brand level & 18+ years
at the agency level. Last 9 years in financial services & insurance.
• Digital solutions executive
• Search before Google launched
• UX, Development, Search, Data
• Search & Site Experience
Wayne.C@iquanti.com
https://www.linkedin.com/in/waynecichanski/
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Rayan Nahas, VP Channel Partnerships, Conductor
8+ years career in go-to-market strategy and partnerships. Extensive experience
in marketing, media, and advertising.
• Passionate about content and consumer engagement
• Experience with broadcast, OOH, and digital media
• Focus on utility formats: SEO & AR
• Partnerships with agencies and technology providers
rnahas@conductor.com
https://www.linkedin.com/in/rayannahas/
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Rachel Schardt, Customer Success Manager, Conductor
7+ years career in SEO, Design and Client Services. Passionate about SEO
Education and working with Solopreneurs to Large Enterprises.
• Passion for Problem Solving & CX
• Multi-channel marketing experience
• Founded Rachel Schardt Design
• Great love for the Arts and Yoga
rschardt@conductor.com
https://www.linkedin.com/in/rachelschardt/
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Email
Web
Social
PDF
Direct Mail
Video
TV
Audio
Many Types of
Content
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Email
Web
Social
PDF
Direct Mail
Video
TV
Audio
Many Types of
Content
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
The Content Isn’t Working
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
The Page Has No Traffic
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
The Page Is Not Converting
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
How Do You Know if the
Content is Working?
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
A QUICK POLL:
How do you measure your content’s effectiveness?
a. Traffic
b. Conversion
c. Engagement
d. Others
e. I don’t know, that’s why I am here!
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Standard KPIs
When considering content performance, a few critical metrics come to mind
Traffic Conversion
Keywords Ranking Share of Voice
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Standard KPIs
When considering content performance, a few critical metrics come to mind
Traffic Conversion
Keywords Ranking Share of Voice
Do not capture the complete value and impact of Content
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Broader Perspective
Discuss seven additional factors to measure content effectiveness
Consumer Demand & Volume Topical Journey
Content Depth Content Relevancy
Tonality & Voice Engagement
Influenced & Direct CVR
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
1. Consumer Demand & Search Volume
Let the data show you the way
• Build content based on
consumer demand
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
1. Consumer Demand & Search Volume
Let the data show you the way
• Build content based on
consumer demand
• Locate the content
clusters that consumers
are searching for
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
2. Topical Journey Coverage
Do you have content across each stage of the user journey?
What is Equity
Mutual Fund?
When to invest
in Equity Mutual
Fund?
Staying invested
during volatile
markets
Types of Equity
Mutual Funds
Investing in
Equity Mutual
Funds
Equity Mutual
fund
performance
Awareness Interest Consideration Decision Loyalty Advocacy
Content Cluster: Mutual Funds
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
2. Topical Journey Coverage
Do you have content across each stage of the user journey?
What is Equity
Mutual Fund?
When to invest
in Equity Mutual
Fund?
Staying invested
during volatile
markets
Types of Equity
Mutual Funds
Investing in
Equity Mutual
Funds
Equity Mutual
fund
performance
Awareness Interest Consideration Decision Loyalty Advocacy
Content Cluster: Mutual Funds
Missing Asset Missing Asset
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
3. Content Depth
Measure the depth of your content across each topic
Consideration
24MM Annual Search Demand
Topic Identified: 87
Awareness
18MM Annual Search Demand
Topic Identified - 118
Comparison
12MM Annual Search Demand
Topic Identified: 91
Purchase
7 Annual Search
Demand
Topic Identified: 46
Path to purchase Topical Depth Volume Coverage
50.0%
28.9%
Your Site Competitor
48.6%
27.5%
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
3. Content Depth
Measure the depth of your content across each topic
Consideration
24MM Annual Search Demand
Topic Identified: 87
Awareness
18MM Annual Search Demand
Topic Identified - 118
Comparison
12MM Annual Search Demand
Topic Identified: 91
Purchase
7 Annual Search
Demand
Topic Identified: 46
Path to purchase Topical Depth Volume Coverage
50.0%
28.9%
Your Site Competitor
41.2% 52.7%
48.6%
27.5%
15.3% 52.5%
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
3. Content Depth
Measure the depth of your content across each topic
Consideration
24MM Annual Search Demand
Topic Identified: 87
Awareness
18MM Annual Search Demand
Topic Identified - 118
Comparison
12MM Annual Search Demand
Topic Identified: 91
Purchase
7 Annual Search
Demand
Topic Identified: 46
Path to purchase Topical Depth Volume Coverage
50.0%
28.9%
Your Site Competitor
41.2% 52.7%
52.1%
44.2%
50.6%
46.9%
48.6%
27.5%
15.3% 52.5%
63.6%
17.4%
24.8% 56.4%
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
4. Content Relevancy
How relevant is your content compared to your competition?
Topic Cluster Relevancy
“Personal Loans LOB”
71%
82%
32%
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
4. Content Relevancy
How relevant is your content compared to your competition?
Topic Cluster Relevancy Page Relevance
53%
97%
77%
“Personal Loans ~ ASV 726K”
“Personal Loans LOB”
71%
82%
32%
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
5. Tonality and Voice
Does the tonality and voice of your content match your audience?
• Know your audience
• Speak in terminology they understand
• Make sure your images support the
copy
• Keep the consistency across all
channels
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
6. Engagement Metrics
Measuring user engagement drives critical insights
Sessions per User
Scroll Depth
Path to Acquisition
Bounce Rate
Return Vs New
Time on Page
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
7. Influenced & Direct Conversions
Do you know which pieces of content influenced the direct conversion?
Direct
Conversion
Rate
4%
$
Blog Page
Product Page
Blog Page
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
7. Influenced & Direct Conversions
Do you know which pieces of content influenced the direct conversion?
Track, Measure & Calculate
the traffic that influences the
direct conversion rate.
Direct
Conversion
Rate
4%
$
Influenced
Conversion
Rate
9%
Blog Page
Product Page
Blog Page
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Conclusion
Measuring content goes beyond baseline performance metrics
7 Key Metrics
Standard KPIs
• Traffic
• Conversion
• Keywords Ranking
• Share of Voice
• Consumer Demand & Volume
• Topical Journey
• Content Depth
• Content Relevancy
• Tonality & Voice
• Engagement
• Influenced & Direct CVR
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
31
Thank You

More Related Content

What's hot

Digital Proposal for Penta Furniture
Digital Proposal for Penta FurnitureDigital Proposal for Penta Furniture
Digital Proposal for Penta Furniture
Robin Goel
 
Seo Marketing Plan Ppt
Seo Marketing Plan PptSeo Marketing Plan Ppt
Seo Marketing Plan Ppt
Jason_Chlebowski
 
Seo for-content
Seo for-contentSeo for-content
Seo for-content
DeBelleAgency
 
3 Simple Google Ads Tweaks That Immediately Boost Sales.pdf
3 Simple Google Ads Tweaks That Immediately Boost Sales.pdf3 Simple Google Ads Tweaks That Immediately Boost Sales.pdf
3 Simple Google Ads Tweaks That Immediately Boost Sales.pdf
Search Engine Journal
 
Digital Marketing Proposal
Digital Marketing ProposalDigital Marketing Proposal
Digital Marketing Proposal
Debojyoti Ghosh
 
Technical SEO Audit
Technical SEO AuditTechnical SEO Audit
Technical SEO Audit
Outreach Digital
 
Google Shopping: 5 Ways AI Can Increase Ecommerce Sales and Profit
Google Shopping: 5 Ways AI Can Increase Ecommerce Sales and ProfitGoogle Shopping: 5 Ways AI Can Increase Ecommerce Sales and Profit
Google Shopping: 5 Ways AI Can Increase Ecommerce Sales and Profit
Search Engine Journal
 
New SEO Strategies: 3 Steps To Perfect SEO Content Creation
New SEO Strategies: 3 Steps To Perfect SEO Content CreationNew SEO Strategies: 3 Steps To Perfect SEO Content Creation
New SEO Strategies: 3 Steps To Perfect SEO Content Creation
Search Engine Journal
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media Strategy
Vanina Delobelle
 
b2b-2023-CMI research report.pdf
b2b-2023-CMI research report.pdfb2b-2023-CMI research report.pdf
b2b-2023-CMI research report.pdf
Annefleur6
 
Social Media Plan Of Action For Real Estate Brokers
Social Media Plan Of Action For Real Estate BrokersSocial Media Plan Of Action For Real Estate Brokers
Social Media Plan Of Action For Real Estate Brokers
Doug Devitre
 
Think Beyond Search: Top Channels & Emerging Trends to Grow Your Brand
Think Beyond Search: Top Channels & Emerging Trends to Grow Your BrandThink Beyond Search: Top Channels & Emerging Trends to Grow Your Brand
Think Beyond Search: Top Channels & Emerging Trends to Grow Your Brand
Search Engine Journal
 
Marketing Analytics Report
Marketing Analytics ReportMarketing Analytics Report
Marketing Analytics Report
Holger Schulze
 
Digital marketing for B2B
Digital marketing for B2BDigital marketing for B2B
Digital marketing for B2B
Maria Jose Serres-Rouse
 
Proposal for digital marketing
Proposal for digital marketingProposal for digital marketing
Proposal for digital marketing
Team Samrat Multiventure
 
Top Social Media Marketing Trends to Follow in 2023
Top Social Media Marketing Trends to Follow in 2023Top Social Media Marketing Trends to Follow in 2023
Top Social Media Marketing Trends to Follow in 2023
Jomer Gregorio
 
Digital Marketing Trends and Must-Have Solutions for 2023
Digital Marketing Trends and Must-Have Solutions for 2023 Digital Marketing Trends and Must-Have Solutions for 2023
Digital Marketing Trends and Must-Have Solutions for 2023
Milestone Inc
 
Digital Marketing Proposal
Digital Marketing Proposal Digital Marketing Proposal
Digital Marketing Proposal
ReportGarden
 
Digital Marketing Proposal
Digital Marketing ProposalDigital Marketing Proposal
Digital Marketing Proposal
Rachi Dubey
 
SEO, Marketing & AI: Your Questions Answered By Our Experts
SEO, Marketing & AI: Your Questions Answered By Our ExpertsSEO, Marketing & AI: Your Questions Answered By Our Experts
SEO, Marketing & AI: Your Questions Answered By Our Experts
Search Engine Journal
 

What's hot (20)

Digital Proposal for Penta Furniture
Digital Proposal for Penta FurnitureDigital Proposal for Penta Furniture
Digital Proposal for Penta Furniture
 
Seo Marketing Plan Ppt
Seo Marketing Plan PptSeo Marketing Plan Ppt
Seo Marketing Plan Ppt
 
Seo for-content
Seo for-contentSeo for-content
Seo for-content
 
3 Simple Google Ads Tweaks That Immediately Boost Sales.pdf
3 Simple Google Ads Tweaks That Immediately Boost Sales.pdf3 Simple Google Ads Tweaks That Immediately Boost Sales.pdf
3 Simple Google Ads Tweaks That Immediately Boost Sales.pdf
 
Digital Marketing Proposal
Digital Marketing ProposalDigital Marketing Proposal
Digital Marketing Proposal
 
Technical SEO Audit
Technical SEO AuditTechnical SEO Audit
Technical SEO Audit
 
Google Shopping: 5 Ways AI Can Increase Ecommerce Sales and Profit
Google Shopping: 5 Ways AI Can Increase Ecommerce Sales and ProfitGoogle Shopping: 5 Ways AI Can Increase Ecommerce Sales and Profit
Google Shopping: 5 Ways AI Can Increase Ecommerce Sales and Profit
 
New SEO Strategies: 3 Steps To Perfect SEO Content Creation
New SEO Strategies: 3 Steps To Perfect SEO Content CreationNew SEO Strategies: 3 Steps To Perfect SEO Content Creation
New SEO Strategies: 3 Steps To Perfect SEO Content Creation
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media Strategy
 
b2b-2023-CMI research report.pdf
b2b-2023-CMI research report.pdfb2b-2023-CMI research report.pdf
b2b-2023-CMI research report.pdf
 
Social Media Plan Of Action For Real Estate Brokers
Social Media Plan Of Action For Real Estate BrokersSocial Media Plan Of Action For Real Estate Brokers
Social Media Plan Of Action For Real Estate Brokers
 
Think Beyond Search: Top Channels & Emerging Trends to Grow Your Brand
Think Beyond Search: Top Channels & Emerging Trends to Grow Your BrandThink Beyond Search: Top Channels & Emerging Trends to Grow Your Brand
Think Beyond Search: Top Channels & Emerging Trends to Grow Your Brand
 
Marketing Analytics Report
Marketing Analytics ReportMarketing Analytics Report
Marketing Analytics Report
 
Digital marketing for B2B
Digital marketing for B2BDigital marketing for B2B
Digital marketing for B2B
 
Proposal for digital marketing
Proposal for digital marketingProposal for digital marketing
Proposal for digital marketing
 
Top Social Media Marketing Trends to Follow in 2023
Top Social Media Marketing Trends to Follow in 2023Top Social Media Marketing Trends to Follow in 2023
Top Social Media Marketing Trends to Follow in 2023
 
Digital Marketing Trends and Must-Have Solutions for 2023
Digital Marketing Trends and Must-Have Solutions for 2023 Digital Marketing Trends and Must-Have Solutions for 2023
Digital Marketing Trends and Must-Have Solutions for 2023
 
Digital Marketing Proposal
Digital Marketing Proposal Digital Marketing Proposal
Digital Marketing Proposal
 
Digital Marketing Proposal
Digital Marketing ProposalDigital Marketing Proposal
Digital Marketing Proposal
 
SEO, Marketing & AI: Your Questions Answered By Our Experts
SEO, Marketing & AI: Your Questions Answered By Our ExpertsSEO, Marketing & AI: Your Questions Answered By Our Experts
SEO, Marketing & AI: Your Questions Answered By Our Experts
 

Similar to 7 Key Metrics In Measuring Content Effectiveness

Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysMastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys
Search Engine Journal
 
How to-win-in-google-e-a-t
How to-win-in-google-e-a-tHow to-win-in-google-e-a-t
How to-win-in-google-e-a-t
abhishek845210
 
How to-win-in-google-e-a-t
How to-win-in-google-e-a-tHow to-win-in-google-e-a-t
How to-win-in-google-e-a-t
ALPSMarketing
 
People focused Content - CMA Building Content Strategy Seminar
People focused Content - CMA Building Content Strategy SeminarPeople focused Content - CMA Building Content Strategy Seminar
People focused Content - CMA Building Content Strategy Seminar
Baron Manett - psbx
 
How To Scale Your Enterprise SEO Program
How To Scale Your Enterprise SEO ProgramHow To Scale Your Enterprise SEO Program
How To Scale Your Enterprise SEO Program
Search Engine Journal
 
How to-create-and-optimize-content-for-higher-google-rankings
How to-create-and-optimize-content-for-higher-google-rankingsHow to-create-and-optimize-content-for-higher-google-rankings
How to-create-and-optimize-content-for-higher-google-rankings
jangaabhishek
 
How to-create-and-optimize-content-for-higher-google-rankings
How to-create-and-optimize-content-for-higher-google-rankingsHow to-create-and-optimize-content-for-higher-google-rankings
How to-create-and-optimize-content-for-higher-google-rankings
ALPSMarketing
 
Demystifying SEO Investments: Expert Advice On What CMOs Can Expect
Demystifying SEO Investments: Expert Advice On What CMOs Can ExpectDemystifying SEO Investments: Expert Advice On What CMOs Can Expect
Demystifying SEO Investments: Expert Advice On What CMOs Can Expect
Search Engine Journal
 
tech_influencer survey_oct2015
tech_influencer survey_oct2015tech_influencer survey_oct2015
tech_influencer survey_oct2015
Scott Clark
 
Measuring Marketing Effectiveness: What You Need To Know
 Measuring Marketing Effectiveness: What You Need To Know Measuring Marketing Effectiveness: What You Need To Know
Measuring Marketing Effectiveness: What You Need To Know
Search Engine Journal
 
How A Customer Journey Influences Your Content Strategy.pdf
How A Customer Journey Influences Your Content Strategy.pdfHow A Customer Journey Influences Your Content Strategy.pdf
How A Customer Journey Influences Your Content Strategy.pdf
Search Engine Journal
 
How Customer Intelligence Will Future Proof Your Event Portfolio
How Customer Intelligence Will Future Proof Your Event PortfolioHow Customer Intelligence Will Future Proof Your Event Portfolio
How Customer Intelligence Will Future Proof Your Event Portfolio
Bear Analytics
 
5 things you should be doing with your content strategy but aren't
5 things you should be doing with your content strategy but aren't5 things you should be doing with your content strategy but aren't
5 things you should be doing with your content strategy but aren't
Gina Om
 
First-Party World Problems: Future-Proof Your Business with First-Party Data
First-Party World Problems: Future-Proof Your Business with First-Party DataFirst-Party World Problems: Future-Proof Your Business with First-Party Data
First-Party World Problems: Future-Proof Your Business with First-Party Data
In Marketing We Trust
 
Bye, Bye Research. Hello Data Mining!
Bye, Bye Research.  Hello Data Mining!Bye, Bye Research.  Hello Data Mining!
Bye, Bye Research. Hello Data Mining!
cgomez10
 
Delivering Omnichannel: From The Back-End To The Front-End and Beyond
Delivering Omnichannel: From The Back-End To The Front-End and BeyondDelivering Omnichannel: From The Back-End To The Front-End and Beyond
Delivering Omnichannel: From The Back-End To The Front-End and Beyond
G3 Communications
 
Unleash Your Campaign's Potential: Elevate Your Performance Marketing Game_Fi...
Unleash Your Campaign's Potential: Elevate Your Performance Marketing Game_Fi...Unleash Your Campaign's Potential: Elevate Your Performance Marketing Game_Fi...
Unleash Your Campaign's Potential: Elevate Your Performance Marketing Game_Fi...
Search Engine Journal
 
G2 Analytics- Smarter Insights. Superior Targeting
G2 Analytics- Smarter Insights. Superior Targeting G2 Analytics- Smarter Insights. Superior Targeting
G2 Analytics- Smarter Insights. Superior Targeting
G2 Analytics
 
Optimize Your Cross-Channel Strategy for Success
Optimize Your Cross-Channel Strategy for SuccessOptimize Your Cross-Channel Strategy for Success
Optimize Your Cross-Channel Strategy for Success
Marketo
 
Website foundations for a good digital marketing plan
Website foundations for a good digital marketing planWebsite foundations for a good digital marketing plan
Website foundations for a good digital marketing plan
Peter Bui
 

Similar to 7 Key Metrics In Measuring Content Effectiveness (20)

Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysMastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User Journeys
 
How to-win-in-google-e-a-t
How to-win-in-google-e-a-tHow to-win-in-google-e-a-t
How to-win-in-google-e-a-t
 
How to-win-in-google-e-a-t
How to-win-in-google-e-a-tHow to-win-in-google-e-a-t
How to-win-in-google-e-a-t
 
People focused Content - CMA Building Content Strategy Seminar
People focused Content - CMA Building Content Strategy SeminarPeople focused Content - CMA Building Content Strategy Seminar
People focused Content - CMA Building Content Strategy Seminar
 
How To Scale Your Enterprise SEO Program
How To Scale Your Enterprise SEO ProgramHow To Scale Your Enterprise SEO Program
How To Scale Your Enterprise SEO Program
 
How to-create-and-optimize-content-for-higher-google-rankings
How to-create-and-optimize-content-for-higher-google-rankingsHow to-create-and-optimize-content-for-higher-google-rankings
How to-create-and-optimize-content-for-higher-google-rankings
 
How to-create-and-optimize-content-for-higher-google-rankings
How to-create-and-optimize-content-for-higher-google-rankingsHow to-create-and-optimize-content-for-higher-google-rankings
How to-create-and-optimize-content-for-higher-google-rankings
 
Demystifying SEO Investments: Expert Advice On What CMOs Can Expect
Demystifying SEO Investments: Expert Advice On What CMOs Can ExpectDemystifying SEO Investments: Expert Advice On What CMOs Can Expect
Demystifying SEO Investments: Expert Advice On What CMOs Can Expect
 
tech_influencer survey_oct2015
tech_influencer survey_oct2015tech_influencer survey_oct2015
tech_influencer survey_oct2015
 
Measuring Marketing Effectiveness: What You Need To Know
 Measuring Marketing Effectiveness: What You Need To Know Measuring Marketing Effectiveness: What You Need To Know
Measuring Marketing Effectiveness: What You Need To Know
 
How A Customer Journey Influences Your Content Strategy.pdf
How A Customer Journey Influences Your Content Strategy.pdfHow A Customer Journey Influences Your Content Strategy.pdf
How A Customer Journey Influences Your Content Strategy.pdf
 
How Customer Intelligence Will Future Proof Your Event Portfolio
How Customer Intelligence Will Future Proof Your Event PortfolioHow Customer Intelligence Will Future Proof Your Event Portfolio
How Customer Intelligence Will Future Proof Your Event Portfolio
 
5 things you should be doing with your content strategy but aren't
5 things you should be doing with your content strategy but aren't5 things you should be doing with your content strategy but aren't
5 things you should be doing with your content strategy but aren't
 
First-Party World Problems: Future-Proof Your Business with First-Party Data
First-Party World Problems: Future-Proof Your Business with First-Party DataFirst-Party World Problems: Future-Proof Your Business with First-Party Data
First-Party World Problems: Future-Proof Your Business with First-Party Data
 
Bye, Bye Research. Hello Data Mining!
Bye, Bye Research.  Hello Data Mining!Bye, Bye Research.  Hello Data Mining!
Bye, Bye Research. Hello Data Mining!
 
Delivering Omnichannel: From The Back-End To The Front-End and Beyond
Delivering Omnichannel: From The Back-End To The Front-End and BeyondDelivering Omnichannel: From The Back-End To The Front-End and Beyond
Delivering Omnichannel: From The Back-End To The Front-End and Beyond
 
Unleash Your Campaign's Potential: Elevate Your Performance Marketing Game_Fi...
Unleash Your Campaign's Potential: Elevate Your Performance Marketing Game_Fi...Unleash Your Campaign's Potential: Elevate Your Performance Marketing Game_Fi...
Unleash Your Campaign's Potential: Elevate Your Performance Marketing Game_Fi...
 
G2 Analytics- Smarter Insights. Superior Targeting
G2 Analytics- Smarter Insights. Superior Targeting G2 Analytics- Smarter Insights. Superior Targeting
G2 Analytics- Smarter Insights. Superior Targeting
 
Optimize Your Cross-Channel Strategy for Success
Optimize Your Cross-Channel Strategy for SuccessOptimize Your Cross-Channel Strategy for Success
Optimize Your Cross-Channel Strategy for Success
 
Website foundations for a good digital marketing plan
Website foundations for a good digital marketing planWebsite foundations for a good digital marketing plan
Website foundations for a good digital marketing plan
 

More from Search Engine Journal

Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Search Engine Journal
 
Unlocking The Future Of Search: Local SEO Best Practices
Unlocking The Future Of Search: Local SEO Best PracticesUnlocking The Future Of Search: Local SEO Best Practices
Unlocking The Future Of Search: Local SEO Best Practices
Search Engine Journal
 
How Expert Brands Are Winning At Lead Gen Right Now
How Expert Brands Are Winning At Lead Gen Right NowHow Expert Brands Are Winning At Lead Gen Right Now
How Expert Brands Are Winning At Lead Gen Right Now
Search Engine Journal
 
2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
Search Engine Journal
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
Search Engine Journal
 
[Google March 2024 Update] How To Thrive: Content, Link Building & SEO
[Google March 2024 Update] How To Thrive: Content, Link Building & SEO[Google March 2024 Update] How To Thrive: Content, Link Building & SEO
[Google March 2024 Update] How To Thrive: Content, Link Building & SEO
Search Engine Journal
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's Next
Search Engine Journal
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Search Engine Journal
 
[Expert Panel] New Google Shopping Ads Strategies Uncovered
[Expert Panel] New Google Shopping Ads Strategies Uncovered[Expert Panel] New Google Shopping Ads Strategies Uncovered
[Expert Panel] New Google Shopping Ads Strategies Uncovered
Search Engine Journal
 
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Google 3rd-Party Cookie Deprecation [Update] + 5 Best StrategiesGoogle 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Search Engine Journal
 
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Search Engine Journal
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
Search Engine Journal
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Search Engine Journal
 
Holistic Website Health & Technical Tips for SEO Success
Holistic Website Health & Technical Tips for SEO SuccessHolistic Website Health & Technical Tips for SEO Success
Holistic Website Health & Technical Tips for SEO Success
Search Engine Journal
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
Search Engine Journal
 
9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions
Search Engine Journal
 
10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]
10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]
10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]
Search Engine Journal
 
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 DaysHow An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days
Search Engine Journal
 
SEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And OpportunitiesSEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And Opportunities
Search Engine Journal
 
How We Built A Strong $10 Million Agency: A Proven Framework
How We Built A Strong $10 Million Agency: A Proven FrameworkHow We Built A Strong $10 Million Agency: A Proven Framework
How We Built A Strong $10 Million Agency: A Proven Framework
Search Engine Journal
 

More from Search Engine Journal (20)

Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
Technical SEO Best Practices: How To Improve Discoverability, Crawlability & ...
 
Unlocking The Future Of Search: Local SEO Best Practices
Unlocking The Future Of Search: Local SEO Best PracticesUnlocking The Future Of Search: Local SEO Best Practices
Unlocking The Future Of Search: Local SEO Best Practices
 
How Expert Brands Are Winning At Lead Gen Right Now
How Expert Brands Are Winning At Lead Gen Right NowHow Expert Brands Are Winning At Lead Gen Right Now
How Expert Brands Are Winning At Lead Gen Right Now
 
2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
 
[Google March 2024 Update] How To Thrive: Content, Link Building & SEO
[Google March 2024 Update] How To Thrive: Content, Link Building & SEO[Google March 2024 Update] How To Thrive: Content, Link Building & SEO
[Google March 2024 Update] How To Thrive: Content, Link Building & SEO
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's Next
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
 
[Expert Panel] New Google Shopping Ads Strategies Uncovered
[Expert Panel] New Google Shopping Ads Strategies Uncovered[Expert Panel] New Google Shopping Ads Strategies Uncovered
[Expert Panel] New Google Shopping Ads Strategies Uncovered
 
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Google 3rd-Party Cookie Deprecation [Update] + 5 Best StrategiesGoogle 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
 
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing Funnel
 
Holistic Website Health & Technical Tips for SEO Success
Holistic Website Health & Technical Tips for SEO SuccessHolistic Website Health & Technical Tips for SEO Success
Holistic Website Health & Technical Tips for SEO Success
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions
 
10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]
10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]
10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]
 
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 DaysHow An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days
 
SEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And OpportunitiesSEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And Opportunities
 
How We Built A Strong $10 Million Agency: A Proven Framework
How We Built A Strong $10 Million Agency: A Proven FrameworkHow We Built A Strong $10 Million Agency: A Proven Framework
How We Built A Strong $10 Million Agency: A Proven Framework
 

Recently uploaded

How AI Drives Success In Digital Marketing-skillfloor.pdf
How AI Drives Success In Digital Marketing-skillfloor.pdfHow AI Drives Success In Digital Marketing-skillfloor.pdf
How AI Drives Success In Digital Marketing-skillfloor.pdf
gchaitya21
 
TAM AdEx-Quarterly Report on Digital Advertising_2024.pdf
TAM AdEx-Quarterly Report on Digital Advertising_2024.pdfTAM AdEx-Quarterly Report on Digital Advertising_2024.pdf
TAM AdEx-Quarterly Report on Digital Advertising_2024.pdf
Social Samosa
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockPillar-Based Marketing Master Class - Ryan Brock
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
Bethan Vincent
 
BLOCKCHAIN DEVELOPMENT COMPANY
BLOCKCHAIN      DEVELOPMENT      COMPANYBLOCKCHAIN      DEVELOPMENT      COMPANY
BLOCKCHAIN DEVELOPMENT COMPANY
clarksofia1578
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Nedko Nedkov
 
E3 ACP Shade Catalogues - Comprehensive Range of Colors and Finishes
E3 ACP Shade Catalogues - Comprehensive Range of Colors and FinishesE3 ACP Shade Catalogues - Comprehensive Range of Colors and Finishes
E3 ACP Shade Catalogues - Comprehensive Range of Colors and Finishes
E3 Group ACP
 
Research to Results: A Behavioral Economist's Guide to CRO
Research to Results: A Behavioral Economist's Guide to CROResearch to Results: A Behavioral Economist's Guide to CRO
Research to Results: A Behavioral Economist's Guide to CRO
VWO
 
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Eastern Online-iSURVEY
 
MAPLE CLICKS CANADA : DIGITAL MARKETING.
MAPLE CLICKS CANADA : DIGITAL MARKETING.MAPLE CLICKS CANADA : DIGITAL MARKETING.
MAPLE CLICKS CANADA : DIGITAL MARKETING.
mapleclicksca
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Nedko Nedkov
 
Marketing-Strategy-introduction and prrincibals and data analytics
Marketing-Strategy-introduction and prrincibals and data analyticsMarketing-Strategy-introduction and prrincibals and data analytics
Marketing-Strategy-introduction and prrincibals and data analytics
MohamedAttia483812
 
Executives as Influencers – How Leaders Can Earn Influence to Impact Business...
Executives as Influencers – How Leaders Can Earn Influence to Impact Business...Executives as Influencers – How Leaders Can Earn Influence to Impact Business...
Executives as Influencers – How Leaders Can Earn Influence to Impact Business...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
How ActiveCampaign Can Grow Your Business.pptx
How ActiveCampaign Can Grow Your Business.pptxHow ActiveCampaign Can Grow Your Business.pptx
How ActiveCampaign Can Grow Your Business.pptx
Rakesh Jalan
 
SMM OWL Presentation- Best SMM Panel Services
SMM OWL Presentation- Best SMM Panel ServicesSMM OWL Presentation- Best SMM Panel Services
SMM OWL Presentation- Best SMM Panel Services
SMM OWL
 
Cut Through the Noise to Drive More Conversions
Cut Through the Noise to Drive More ConversionsCut Through the Noise to Drive More Conversions
Cut Through the Noise to Drive More Conversions
VWO
 
Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation
SyrineTouati
 

Recently uploaded (20)

How AI Drives Success In Digital Marketing-skillfloor.pdf
How AI Drives Success In Digital Marketing-skillfloor.pdfHow AI Drives Success In Digital Marketing-skillfloor.pdf
How AI Drives Success In Digital Marketing-skillfloor.pdf
 
TAM AdEx-Quarterly Report on Digital Advertising_2024.pdf
TAM AdEx-Quarterly Report on Digital Advertising_2024.pdfTAM AdEx-Quarterly Report on Digital Advertising_2024.pdf
TAM AdEx-Quarterly Report on Digital Advertising_2024.pdf
 
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
 
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockPillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan Brock
 
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
 
BLOCKCHAIN DEVELOPMENT COMPANY
BLOCKCHAIN      DEVELOPMENT      COMPANYBLOCKCHAIN      DEVELOPMENT      COMPANY
BLOCKCHAIN DEVELOPMENT COMPANY
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
 
E3 ACP Shade Catalogues - Comprehensive Range of Colors and Finishes
E3 ACP Shade Catalogues - Comprehensive Range of Colors and FinishesE3 ACP Shade Catalogues - Comprehensive Range of Colors and Finishes
E3 ACP Shade Catalogues - Comprehensive Range of Colors and Finishes
 
Research to Results: A Behavioral Economist's Guide to CRO
Research to Results: A Behavioral Economist's Guide to CROResearch to Results: A Behavioral Economist's Guide to CRO
Research to Results: A Behavioral Economist's Guide to CRO
 
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of June 2024-EOLiSurvey (EN).pdf
 
MAPLE CLICKS CANADA : DIGITAL MARKETING.
MAPLE CLICKS CANADA : DIGITAL MARKETING.MAPLE CLICKS CANADA : DIGITAL MARKETING.
MAPLE CLICKS CANADA : DIGITAL MARKETING.
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck (Invest....
 
Marketing-Strategy-introduction and prrincibals and data analytics
Marketing-Strategy-introduction and prrincibals and data analyticsMarketing-Strategy-introduction and prrincibals and data analytics
Marketing-Strategy-introduction and prrincibals and data analytics
 
Executives as Influencers – How Leaders Can Earn Influence to Impact Business...
Executives as Influencers – How Leaders Can Earn Influence to Impact Business...Executives as Influencers – How Leaders Can Earn Influence to Impact Business...
Executives as Influencers – How Leaders Can Earn Influence to Impact Business...
 
Mapping The Buyer’s Mind, Crafting Personas For Targeted Marketing Success - ...
Mapping The Buyer’s Mind, Crafting Personas For Targeted Marketing Success - ...Mapping The Buyer’s Mind, Crafting Personas For Targeted Marketing Success - ...
Mapping The Buyer’s Mind, Crafting Personas For Targeted Marketing Success - ...
 
How ActiveCampaign Can Grow Your Business.pptx
How ActiveCampaign Can Grow Your Business.pptxHow ActiveCampaign Can Grow Your Business.pptx
How ActiveCampaign Can Grow Your Business.pptx
 
SMM OWL Presentation- Best SMM Panel Services
SMM OWL Presentation- Best SMM Panel ServicesSMM OWL Presentation- Best SMM Panel Services
SMM OWL Presentation- Best SMM Panel Services
 
Cut Through the Noise to Drive More Conversions
Cut Through the Noise to Drive More ConversionsCut Through the Noise to Drive More Conversions
Cut Through the Noise to Drive More Conversions
 
Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation Marketing Plan for The Spark Foundation
Marketing Plan for The Spark Foundation
 
497 Page 1 Rankings in 7 Weeks - Ryan Brock
497 Page 1 Rankings in 7 Weeks - Ryan Brock497 Page 1 Rankings in 7 Weeks - Ryan Brock
497 Page 1 Rankings in 7 Weeks - Ryan Brock
 

7 Key Metrics In Measuring Content Effectiveness

  • 1. This document and the information in it are provided in confidence, and may not be disclosed to any third party. June 2023
  • 2. This document and the information in it are provided in confidence, and may not be disclosed to any third party. Wayne Cichanski, VP Search & Site Experience 28+ year career in digital marketing, with 10 years at the brand level & 18+ years at the agency level. Last 9 years in financial services & insurance. • Digital solutions executive • Search before Google launched • UX, Development, Search, Data • Search & Site Experience Wayne.C@iquanti.com https://www.linkedin.com/in/waynecichanski/
  • 3. This document and the information in it are provided in confidence, and may not be disclosed to any third party. Rayan Nahas, VP Channel Partnerships, Conductor 8+ years career in go-to-market strategy and partnerships. Extensive experience in marketing, media, and advertising. • Passionate about content and consumer engagement • Experience with broadcast, OOH, and digital media • Focus on utility formats: SEO & AR • Partnerships with agencies and technology providers rnahas@conductor.com https://www.linkedin.com/in/rayannahas/
  • 4. This document and the information in it are provided in confidence, and may not be disclosed to any third party. Rachel Schardt, Customer Success Manager, Conductor 7+ years career in SEO, Design and Client Services. Passionate about SEO Education and working with Solopreneurs to Large Enterprises. • Passion for Problem Solving & CX • Multi-channel marketing experience • Founded Rachel Schardt Design • Great love for the Arts and Yoga rschardt@conductor.com https://www.linkedin.com/in/rachelschardt/
  • 5. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
  • 6. This document and the information in it are provided in confidence, and may not be disclosed to any third party. Email Web Social PDF Direct Mail Video TV Audio Many Types of Content
  • 7. This document and the information in it are provided in confidence, and may not be disclosed to any third party. Email Web Social PDF Direct Mail Video TV Audio Many Types of Content
  • 8. This document and the information in it are provided in confidence, and may not be disclosed to any third party. The Content Isn’t Working
  • 9. This document and the information in it are provided in confidence, and may not be disclosed to any third party. The Page Has No Traffic
  • 10. This document and the information in it are provided in confidence, and may not be disclosed to any third party. The Page Is Not Converting
  • 11. This document and the information in it are provided in confidence, and may not be disclosed to any third party. How Do You Know if the Content is Working?
  • 12. This document and the information in it are provided in confidence, and may not be disclosed to any third party. A QUICK POLL: How do you measure your content’s effectiveness? a. Traffic b. Conversion c. Engagement d. Others e. I don’t know, that’s why I am here!
  • 13. This document and the information in it are provided in confidence, and may not be disclosed to any third party. Standard KPIs When considering content performance, a few critical metrics come to mind Traffic Conversion Keywords Ranking Share of Voice
  • 14. This document and the information in it are provided in confidence, and may not be disclosed to any third party. Standard KPIs When considering content performance, a few critical metrics come to mind Traffic Conversion Keywords Ranking Share of Voice Do not capture the complete value and impact of Content
  • 15. This document and the information in it are provided in confidence, and may not be disclosed to any third party. Broader Perspective Discuss seven additional factors to measure content effectiveness Consumer Demand & Volume Topical Journey Content Depth Content Relevancy Tonality & Voice Engagement Influenced & Direct CVR
  • 16. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 1. Consumer Demand & Search Volume Let the data show you the way • Build content based on consumer demand
  • 17. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 1. Consumer Demand & Search Volume Let the data show you the way • Build content based on consumer demand • Locate the content clusters that consumers are searching for
  • 18. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 2. Topical Journey Coverage Do you have content across each stage of the user journey? What is Equity Mutual Fund? When to invest in Equity Mutual Fund? Staying invested during volatile markets Types of Equity Mutual Funds Investing in Equity Mutual Funds Equity Mutual fund performance Awareness Interest Consideration Decision Loyalty Advocacy Content Cluster: Mutual Funds
  • 19. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 2. Topical Journey Coverage Do you have content across each stage of the user journey? What is Equity Mutual Fund? When to invest in Equity Mutual Fund? Staying invested during volatile markets Types of Equity Mutual Funds Investing in Equity Mutual Funds Equity Mutual fund performance Awareness Interest Consideration Decision Loyalty Advocacy Content Cluster: Mutual Funds Missing Asset Missing Asset
  • 20. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 3. Content Depth Measure the depth of your content across each topic Consideration 24MM Annual Search Demand Topic Identified: 87 Awareness 18MM Annual Search Demand Topic Identified - 118 Comparison 12MM Annual Search Demand Topic Identified: 91 Purchase 7 Annual Search Demand Topic Identified: 46 Path to purchase Topical Depth Volume Coverage 50.0% 28.9% Your Site Competitor 48.6% 27.5%
  • 21. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 3. Content Depth Measure the depth of your content across each topic Consideration 24MM Annual Search Demand Topic Identified: 87 Awareness 18MM Annual Search Demand Topic Identified - 118 Comparison 12MM Annual Search Demand Topic Identified: 91 Purchase 7 Annual Search Demand Topic Identified: 46 Path to purchase Topical Depth Volume Coverage 50.0% 28.9% Your Site Competitor 41.2% 52.7% 48.6% 27.5% 15.3% 52.5%
  • 22. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 3. Content Depth Measure the depth of your content across each topic Consideration 24MM Annual Search Demand Topic Identified: 87 Awareness 18MM Annual Search Demand Topic Identified - 118 Comparison 12MM Annual Search Demand Topic Identified: 91 Purchase 7 Annual Search Demand Topic Identified: 46 Path to purchase Topical Depth Volume Coverage 50.0% 28.9% Your Site Competitor 41.2% 52.7% 52.1% 44.2% 50.6% 46.9% 48.6% 27.5% 15.3% 52.5% 63.6% 17.4% 24.8% 56.4%
  • 23. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 4. Content Relevancy How relevant is your content compared to your competition? Topic Cluster Relevancy “Personal Loans LOB” 71% 82% 32%
  • 24. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 4. Content Relevancy How relevant is your content compared to your competition? Topic Cluster Relevancy Page Relevance 53% 97% 77% “Personal Loans ~ ASV 726K” “Personal Loans LOB” 71% 82% 32%
  • 25. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 5. Tonality and Voice Does the tonality and voice of your content match your audience? • Know your audience • Speak in terminology they understand • Make sure your images support the copy • Keep the consistency across all channels
  • 26. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 6. Engagement Metrics Measuring user engagement drives critical insights Sessions per User Scroll Depth Path to Acquisition Bounce Rate Return Vs New Time on Page
  • 27. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 7. Influenced & Direct Conversions Do you know which pieces of content influenced the direct conversion? Direct Conversion Rate 4% $ Blog Page Product Page Blog Page
  • 28. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 7. Influenced & Direct Conversions Do you know which pieces of content influenced the direct conversion? Track, Measure & Calculate the traffic that influences the direct conversion rate. Direct Conversion Rate 4% $ Influenced Conversion Rate 9% Blog Page Product Page Blog Page
  • 29. This document and the information in it are provided in confidence, and may not be disclosed to any third party. Conclusion Measuring content goes beyond baseline performance metrics 7 Key Metrics Standard KPIs • Traffic • Conversion • Keywords Ranking • Share of Voice • Consumer Demand & Volume • Topical Journey • Content Depth • Content Relevancy • Tonality & Voice • Engagement • Influenced & Direct CVR
  • 30. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
  • 31. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 31 Thank You