The document discusses how to get more value from content marketing by optimizing content for search engines and voice searches. It recommends measuring key metrics like visitors, read rate, pages per session, and bounce rate to evaluate content effectiveness. To improve searchability, the document advises optimizing content for targeted keywords, including questions to work for voice. Images, internal links, headings and structured content are also important to reach more users. Voice searches are growing and require a different optimization approach than traditional search.

1. Andraž Štalec
HOW TO GET MORE OUT OF YOUR
CONTENT?

2. Working in
digital since
1995
Spoke at 100+
international
events
20 digital
marketing
experts
Europe’s #1 marketing &
growth retreat
Working cross
Europe

3. The purpose of content marketing is to build authority
and change perception through content.
CONTENT MARKETING

5. MORE THAN 50 % OF PUBLISHED CONTENT GETS
LESS THAN 50 VISITS

6. AS CONTENT GETS EVEN MORE DEMOCRATIZED IT’S
GOING TO GET HARDER TO BE UNIQUE

7. Traffic Content
Content that
generates
traffic and
builds
authority
Content marketing can’t survive on its own

8. How to measure
content
effectiveness?
How to generate
more relevant
traffic?

9. How to measure content effectiveness?
# visitors in first 30 days
since publishing
Visitors

10. How to measure content effectiveness?
# visitors in first 30 days
since publishing
Normalized over time
Visitors

11. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Content 1 Content 2 Content 3

12. How to measure content effectiveness?
# visitors in first 30 days
since publishing
Normalized over time
Set a goal (X visits in first Y
days)
Visitors

13. How to measure content effectiveness?
90+% bounce rate is not
necessarily bad
Bounce rate
# visitors in first 30 days
since publishing
Normalized over time
Set a goal (X visits in first Y
days)
Visitors

14. How to measure content effectiveness?
90+% bounce rate is not
necessarily bad
Weighted bounce rate
Bounce rate
# visitors in first 30 days
since publishing
Normalized over time
Set a goal (X visits in first Y
days)
Visitors

15. Weighted bounce rate
1
2
3

16. How to measure content effectiveness?
How far did users scroll?
Which part of content was
read?
Read rate
90+% bounce rate is not
necessarily bad
Weighted bounce rate
Bounce rate
# visitors in first 30 days
since publishing
Normalized over time
Set a goal (X visits in first Y
days)
Visitors

17. How to measure content effectiveness?
Try to avoid single-page visits
Use in-text links & similar
articles
Create a pillar structure and
narrate a story
Pages per session
How far did users scroll?
Which part of content was
read?
Read rate
90+% bounce rate is not
necessarily bad
Weighted bounce rate
Bounce rate
# visitors in first 30 days
since publishing
Normalized over time
Set a goal (X visits in first Y
days)
Visitors

18. But how do you measure this?
YOU NEED TO TIE USERS TO YOURSELF

19. ENHANCED
ECOMMERCE
YOU NEED DATA
USER
CRM DATA
CUSTOM
METRICS
CUSTOM
DIMENSIONS

20. Data Enrichment

21. Implement User ID to....
What channels is he/she
using to access the website
See life events of a user
Which content he/she
consumed
True last visit & # visits

22. Source of visits
Content/topics
Demographics
Interests
Create 2 segments: high vs low user engagement

23. Acquisition date cohorts

24. Hey!
Let’s get more traffic
to our content!

25. Winner in Traffic source and Bounce rate
Organic Paid Direct Display SocialReferral Email
Online user behavior 2018, Red Orbit 9/2018

26. Winner in Revenue and Average purchase value
Organic PaidDirect DisplaySocialReferral Email
Online user behavior 2018, Red Orbit 9/2018

27. The usual SEO vs content team situation…

28. SEO AND CONTENT ARE VERY CLOSELY LINKED. WHAT
HAPPENS IF WE HAVE GREAT CONTENT BUT IT’S NOT
SEARCH ENGINE OPTIMIZED?
NO ONE CAN FIND IT!
But…

29. And the most important content elements are…
META
ELEMENTS
HEADINGS BOLD TEXT INTERNAL
LINKS
IMAGES &
VIDEO

30. Let’s start searching for those content opportunities!

31. Start with Keyword Research
• What is your product/service about?
• What are the main topics?

32. Check Analytics data – what is your most visited content?

33. Check Google Search Console – through which queries users find your page?

34. Check competition – what are you missing? Which keywords are you still not targeting?

35. When creating ON SITE content…
• Include the main keyword in the title.
• Include the main keyword in the first 100 words.
• Use the keywords 2 – 5 times in the whole content.
• Write naturally, don’t focus on keywords but on the user (make it user friendly).
• Use different variations of the keyword so it fits naturally in the content.
• Include internal links to the product/content (1-3).
• At least 800 words long posts, it can be longer if it’s informative for the user (recommended).
• Headings have to be used (H1 obligatory with the keyword), at least H1 and H2.
• Add images and video if possible.

36. SEARCH IS MOVING TOWARDS VOICE

37. GOOGLE SAYS THAT 20 % OF SEARCHES IN THE U.S.
ON ANDROID DEVICES ARE DONE BY VOICE
Google 2018

38. Voice search is driven by assistant devices and IoT and is much more
action-oriented than Typed Search
VOICE SEARCH IS NOT REPLACING TYPED SEARCH

40. https://moz.com/blog/how-voice-search-will-change-digital-marketing-for-the-better

41. What, When, Who, Where, Why, How
MOST OF VOICE QUERIES ARE INFORMATIONAL

42. Does, To, Much, What, How to
THEY INCLUDE WORDS WE USUALLY OMMIT IN TYPED
QUERIES

43. SO HOW DOES ONE OPTIMIZE FOR VOICE?

44. 40 % OF ALL VOICE SEARCH ANSWERS CAME FROM
A FEATURED SNIPPET
https://backlinko.com/voice-search-seo-study

46. Questions, prepositions, and comparisons dominate featured snippet results
https://www.semrush.com/blog/how-to-earn-google-featured-snippets-mobile-study/

47. Optimize for questions

48. What are people searching for?
answerthepublic.com

49. www.quora.com

50. Analyze your existing queries

51. Few technical guidelines
https://backlinko.com/voice-search-seo-study
SPEED
The average voice search
result page loads in 4.6
seconds
HTTPS
70.4% of Google Home
result pages are secured
with HTTPS
AUTHORITATIVE
DOMAINS
The mean Ahrefs Domain
Rating of a Google Home
result is 76.8.

52. QUIZ TIME

53. What are the most important content marketing metrics?
# VISITORS
READ RATE
PAGES/SESSION
BOUNCE RATE
REVENUE
BROWSER
DEVICE

54. What are the most important content marketing metrics?
# VISITORS
READ RATE
PAGES/SESSION

55. What‘s the average consumer attention span?
2 SECONDS 8 SECONDS 12 SECONDS

56. What‘s the average consumer attention span?
8 SECONDS

57. Which channel brings most of the traffic to websites?
DIRECT ORGANIC PAID SOCIAL

58. Which channel brings most of the traffic to websites?
ORGANIC

59. How is our conference called?
INORBIT RED ORBIT WHAT
CONFERENCE?

60. How is our conference called?
INORBIT

62. 01 02 03 04
Email
andraz@red-orbit.com
Twitter
@andrazstalec
LinkedIn
in/andrazstalec/
Web
www.red-orbit.com
https://www.red-orbit.com/blog/
Further reading