Increase in brand awareness, or the extent to which consumers are familiar with your brand, is one of the most common content marketing business cases. Another way to think of this, is how many early-stage prospects are finding their way to your brand's website? We can measure brand awareness a few different ways: Paid vs. Organic Search Traffic: Search traffic your site receives from paid search advertisements versus traffic due to a high organic search ranking. Unbranded Organic Search Traffic: Search traffic your site receives from keywords that never mention your brand name or products. Organic Search Share of Voice: The percentage of online conversations in your space that include your brand.

1. How to Measure Brand Awareness with
Content Marketing

2. In other words, how many of your
early-stage prospects are finding their way
to your company website?
BRAND AWARENESS BRAND HEALTH CONVERSIONS

3. Search traffic your site receives from
paid search advertisements versus traffic
due to a high organic search ranking.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
WHAT TO MEASURE
PAID VS. ORGANIC
SEARCH TRAFFIC
UNBRANDED ORGANIC
SEARCH TRAFFIC
ORGANIC SEARCH
SHARE OF VOICE
Search traffic your site receives from
keywords that never mention your brand
name or products.
The percentage of online conversations
in your space that include your brand.

4. Search traffic your site receives from
keywords that never mention your brand
name or products.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
WHAT TO MEASURE
PAID VS. ORGANIC
SEARCH TRAFFIC
UNBRANDED ORGANIC
SEARCH TRAFFIC
ORGANIC SEARCH
SHARE OF VOICE
The percentage of online conversations
in your space that include your brand.
Search traffic your site receives from
paid search advertisements versus traffic
due to a high organic search ranking.

5. The percentage of online conversations
in your space that include your brand.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
WHAT TO MEASURE
PAID VS. ORGANIC
SEARCH TRAFFIC
UNBRANDED ORGANIC
SEARCH TRAFFIC
ORGANIC SEARCH
SHARE OF VOICE
Search traffic your site receives from
keywords that never mention your brand
name or products.
Search traffic your site receives from
paid search advertisements versus traffic
due to a high organic search ranking.

6. BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCULATE THE VALUE OF:
PAID VS. ORGANIC SEARCH TRAFFIC

7. Content marketing allows you to gain
additional reach, engagement and conversion
without having to pay for it.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

8. Content marketing allows you to gain
additional reach, engagement and conversion
without having to pay for it.
You can literally earn your audience’s
attention vs. buying it.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

9. Organic search traffic can be
calculated easily via Google Analytics.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
1 Go to Acquisition
2 Campaigns
3 Organic Keywords

10. You will then see the keywords
people have used to find your
website and the number of visits
and percentage of overall visits you
have received from each keyword.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

11. You will then see the keywords
people have used to find your
website and the number of visits
and percentage of overall visits you
have received from each keyword.
In this example, the site has received
359,953 visits from organic search
traffic, totaling 25% of overall traffic.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

12. Next we want to see how much paid traffic we’re
receiving, which we can also find in Google Analytics’
‘Paid Keywords.’
In this example, let’s say we spend
$100,000 on paid search traffic for 1,078,779 visits.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

13. Based on those numbers and percentages, we can calculate the value of that organic traffic.
In this example, let’s say we spend $100,000 on paid search traffic.
1,078,779 359,593
$100,000 X
CROSS MULTIPLY & DIVIDE TO FIND “X”
BRAND AWARENESS BRAND HEALTH CONVERSIONS

14. Based on those numbers and percentages, we can calculate the value of that organic traffic.
In this example, let’s say we spend $100,000 on paid search traffic.
1,078,779 359,593
$100,000 X
CROSS MULTIPLY & DIVIDE TO FIND “X”
BRAND AWARENESS BRAND HEALTH CONVERSIONS
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15. Based on those numbers and percentages, we can calculate the value of that organic traffic.
In this example, let’s say we spend $100,000 on paid search traffic.
1,078,779 359,593
$100,000 X
CROSS MULTIPLY & DIVIDE TO FIND “X”
BRAND AWARENESS BRAND HEALTH CONVERSIONS
ALGEBRA DOES COME IN HANDY!
PAID ORGANIC
TRAFFIC
PERCENTAGE 75% 25%
TOTAL TRAFFIC 1,078,779 359,593
COST/VALUE $100,000 $33,333
ORGANIC SEARCH TRAFFIC IS WORTH $33,333

16. BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCULATE THE VALUE OF:
UNBRANDED ORGANIC SEARCH TRAFFIC

17. Any visitor that searches your brand name
already knows where they want to go.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
X

18. Unbranded organic search traffic is important
to calculate because we want to know about
the people who didn’t know where they would
end up.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
?

19. They had a question or need, asked a search
engine for direction, and that interaction
brought them to you.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
X
X
X

20. “The buyer journey is nothing
more than a series of questions that
must be answered.
- IDC -
”
BRAND AWARENESS BRAND HEALTH CONVERSIONS

21. To calculate unbranded organic search, we need to exclude your brand or products’
name from the search.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

22. To calculate unbranded organic search, we need to exclude your brand or products’
name from the search.
To do this, create an “Advanced Filter” that will exclude those branded keywords.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

23. To calculate unbranded organic search, we need to exclude your brand or products’
name from the search.
To do this, create an “Advanced Filter” that will exclude those branded keywords.
In this example, our brand and products contain the word “Raspberry.”
BRAND AWARENESS BRAND HEALTH CONVERSIONS

24. Let’s say the results showed that now with
excluding branded keywords, your site’s organic
search traffic accounts for 269,694 visits,
or about 19% of total organic traffic.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

25. Let’s say the results showed that now with excluding branded keywords, your site’s organic search
traffic accounts for 269,694 visits, or about 19% of total organic traffic.
We go back to our table to calculate the value of this traffic.
1,078,779 269,692
$100,000 X
CROSS MULTIPLY & DIVIDE TO FIND “X”
BRAND AWARENESS BRAND HEALTH CONVERSIONS

26. Let’s say the results showed that now with excluding branded keywords, your site’s organic search
traffic accounts for 269,694 visits, or about 19% of total organic traffic.
We go back to our table to calculate the value of this traffic.
1,078,779 269,692
$100,000 X
CROSS MULTIPLY & DIVIDE TO FIND “X”
BRAND AWARENESS BRAND HEALTH CONVERSIONS
PAID ORGANIC
TRAFFIC
PERCENTAGE 75% 19%
TOTAL TRAFFIC 1,078,779 269,692
COST/VALUE $100,000 $24,100
ORGANIC UNBRANDED SEARCH TRAFFIC IS WORTH
$24,100

27. BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCUALTE THE VALUE OF:
ORGANIC SEARCH SHARE OF VOICE

28. This essentially measures how much your brand or product is talked about
compared to your competitors.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
COMPETITOR 2
COMPETITOR 3
COMPETITOR 1

29. This essentially measures how much your brand or product is talked about
compared to your competitors.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
COMPETITOR 2
COMPETITOR 3
COMPETITOR 1
YOU

30. First you want to choose a group of words
based around your brand’s product or service.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

31. When choosing your words, be sure to stay within a common theme.
In this example, we’ll use a dance brand.
Source: Moz, How to Calculate Share of Voice for Organic Search
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Keywords:
• Dance Shoes
• Dancing Shoes
• Cheap Dance Shoes
• Affordable Dance Shoes
• Ballet Shoes

32. In general, it’s better for your
SEO strategy to focus on a specific topic.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

33. Think narrow and deep,
instead of broad and shallow.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

34. Next, choose your competition.
Who do you want to compare yourself against?
BRAND AWARENESS BRAND HEALTH CONVERSIONS

35. Be sure to know what URLs you’re
wanting to track of your competitors.
Some may use off-branded URLs for
their content marketing efforts.
For example, ConAgra’s content
marketing is done on an off-brand
site, Forkful.
The site provides time-saving kitchen
tips and advice for cooking with kids.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

36. Now record the rankings for each keyword you selected for yourself and your competitors.
If you do rank, record in what position.
(Note: You can rank more than once)
KEYWORD RANKING #1 RANKING #2 RANKING #3
DANCE SHOES 1 2 3
DANCING SHOES 2 3 4
CHEAP DANCE SHOES 2
AFFORDABLE DANCE SHOES 5
BALLET SHOES
BRAND AWARENESS BRAND HEALTH CONVERSIONS

37. Now record the rankings for each keyword you selected for yourself and your competitors.
If you do rank, record in what position.
(Note: You can rank more than once)
KEYWORD RANKING #1 RANKING #2 RANKING #3
DANCE SHOES 1 2 3
DANCING SHOES 2 3 4
CHEAP DANCE SHOES 2
AFFORDABLE DANCE SHOES 5
BALLET SHOES
When doing this, keep in mind there is no point in looking at more than the top 10…
BRAND AWARENESS BRAND HEALTH CONVERSIONS

38. …because only 2% of users travel to
the 2nd page of Google.
Source: Eyetools Inc.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

39. 2014 GOOGLE CLICK
THROUGH RATES
POSITION CTR
1 31.24
2 14.04
3 9.85
4 6.97
5 5.5
6 3.73
7 0
8 0
9 0
10 0
Source: Moz, Google Organic Click-Through Rates in 2014.
Now that you have your rankings, calculate your
share of voice for each keyword using the chart to
the left.
KEYWORD RANKING #1 RANKING #2 RANKING #3
DANCE SHOES 1 2 3
DANCING SHOES 2 3 4
CHEAP DANCE SHOES 2
AFFORDABLE DANCE SHOES 5
BALLET SHOES
BRAND AWARENESS BRAND HEALTH CONVERSIONS

40. 2014 GOOGLE CLICK
THROUGH RATES
POSITION CTR
1 31.24
2 14.04
3 9.85
4 6.97
5 5.5
6 3.73
7 0
8 0
9 0
10 0
Source: Moz, Google Organic Click-Through Rates in 2014.
Now that you have your rankings, calculate your
share of voice for each keyword using the chart to
the left.
KEYWORD RANKING #1 RANKING #2 RANKING #3
DANCE SHOES 31.24 14.04 9.85
DANCING SHOES 14.04 9.85 6.97
CHEAP DANCE SHOES 14.04
AFFORDABLE DANCE SHOES 5.5
BALLET SHOES
BRAND AWARENESS BRAND HEALTH CONVERSIONS

41. If your rank more than once, simply add the click through rates
to find that keyword’s total share of voice.
KEYWORD RANKING #1 RANKING #2 RANKING #3 SOV
DANCE SHOES 31.24 14.04 9.85 55.13%
DANCING SHOES 14.04 9.85 6.97 30.86
CHEAP DANCE SHOES 14.04 14.04%
AFFORDABLE DANCE SHOES 5.5 5.5%
BALLET SHOES
55.13 + 30.86 + 14.04 + 5.5 + 0 / 5 = 26.38
BRAND AWARENESS BRAND HEALTH CONVERSIONS

42. To find your overall share of voice,
average the share of voice for all your keywords.
KEYWORD RANKING #1 RANKING #2 RANKING #3 SOV
DANCE SHOES 31.24 14.04 9.85 55.13%
DANCING SHOES 14.04 9.85 6.97 30.86
CHEAP DANCE SHOES 14.04 14.04%
AFFORDABLE DANCE SHOES 5.5 5.5%
BALLET SHOES
TOTAL SHARE OF VOICE 26.38%
55.13 + 30.86 + 14.04 + 5.5 + 0 / 5 = 26.38
BRAND AWARENESS BRAND HEALTH CONVERSIONS

43. If there’s a gap between your market share
and your share of voice, that means your competition
is wooing your prospects before you!
BRAND AWARENESS BRAND HEALTH CONVERSIONS

44. If you don’t want to go through the manual trouble, there are a few
tools that will help you calculate this:
QUICK SPROUT: Allows you to enter up to 3 competitor sites and get a
ranking on key scores for each
SEMRUSH: Offers free search analysis for your site and your competitors
BRAND AWARENESS BRAND HEALTH CONVERSIONS

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