Measuring and Evaluating Content Strategies
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You have worked hard building great content, but now that everything is built how do you measure and evaluate its effectiveness? More importantly, how do you use those measurements to inform a future content strategy as well as prove the worthiness of an investment in future content development? In this presentation, Matthew Edgar from Elementive Marketing Solutions will discuss the most effective ways to measure the results of your content strategies and provide specific, actionable steps you can take right now. Matthew will also share advice on how to best communicate those measurements and results to funders, board members, clients, or your boss.
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Measuring and Evaluating Content Strategies
- 1. Measuring & Evaluating Content Strategies August 2015 Matthew Edgar Elementive Marketing Solutions
- 2. Before we get started… Matthew Edgar • Web Consultant at Elementive • Specialize in… • Usability • Conversion optimization • Search Marketing • Data Analysis • 15+ years developing websites Contact information 303-897-8707 matthew@elementive.com @MatthewEdgarCO www.Elementive.com
- 3. How Do You Measure Content Marketing?
- 4. There is a lot to content… • Strategy formation • Defining goals & objectives • Competitive research • Personas • Content inventory • Information architecture • Customer journeys • Gap analysis
- 5. How do you measure the content you already have? • Analyze existing content • Prove the worth of your content • Find new opportunities & problems
- 6. Why did we spend all this money on that content in the first place? Why do we want to spend more?
- 7. Content is just A typical business view:
- 8. “It’s about conversions more than usability.”
- 9. It’s about conversions AND usability.
- 10. We need to find new ways to: • Measure content success • View content (it’s part of the entire sales process and business strategy) • Show the direct and indirect ways content impacts business
- 11. How to Think About Content
- 17. ENGAGEMENT Moves people from being interested to ready to buy.
- 18. RETENTION Making meaningful connections with current customers.
- 20. WHAT TO MEASURE
- 21. What to measure How many people know about you? Visits, views, impressions
- 22. What to measure How many people want to learn more? Read rate, watch videos, email opens
- 23. What to measure How many people interacted? Shares, links, comments, connections, clicks
- 24. What to measure Are people convinced? Mental state? Content paths understood?
- 25. What to measure Are people converting? Purchases, leads
- 26. What to measure How are repeat & referral levels? Churn rate, retention rate, referral volume
- 27. HOW TO MEASURE
- 28. AWARENESS How many people know about you?
- 29. Google Analytics
- 36. Console: Search Queries List of keywords (hidden for privacy)
- 37. Console: Pages List of URLs (hidden for privacy)
- 38. INTEREST How many people want to learn more?
- 39. Google Analytics
- 40. Analytics: All Pages Report
- 41. Analytics: Average Time on Page
- 44. Crazy Egg
- 45. Scroll Map The scroll map shows which parts of the page are viewed most often by your visitors.
- 47. Google Analytics
- 50. Crazy Egg
- 51. Heatmap The heat map is a visualization of where your visitors are clicking.
- 52. Add This
- 53. Track Shares
- 56. What is usability testing? • Observe real people interacting with your content.
- 57. What is usability testing? • Observe real people interacting with your content. • Observe performance of tasks & measure related to desire.
- 58. What is usability testing? • Observe real people interacting with your content. • Observe performance of tasks & measure related to desire. • Not just people’s opinions; feedback on actual usage.
- 59. To Measure Desire What convinced users enough to buy?
- 60. To Measure Desire Where are user pain points?
- 62. Usability: Task Completion Time
- 64. Usability Test: Reading Ease
- 66. What is Perception Testing? • A perception test measures an individual’s understanding or reaction to different aspects of your business, including content.
- 67. Perception test can measure… • Whether or not customers are perceiving your content in the right way
- 68. Perception test can measure… • Whether or not customers are perceiving your content in the right way • Whether or not you are meeting people’s expectations regarding the sales process.
- 69. Perception test results 15% 15% 70% Question Asked: What Product Do You Think This Company Sells? Correct Partial Incorrect
- 70. Perception test results 45% 25% 30% Question Asked: Did the Website Appear Trustworthy? Positive Nuetral Negative
- 72. Google Analytics
- 73. Goals Overview
- 76. Retention How are repeat & referral levels?
- 77. Google Analytics
- 78. Direct Traffic
- 79. Other Ways To Measure Retention
- 80. Measuring Retention • How many current customers follow you on social media? • How many current customers are on an email newsletter? • How many current customers share your newsletter? • How many current customers comment on blog posts or social shares? • How many referrals do you have over the year? • For offline outreach, how many current customers did you reach & how many responded?
- 82. Tracking Sheet 0 5 10 15 20 25 30 35 40 45 Product Literature Expert Guies Research Reports Webinars Ebooks Blog Posts Whitepapers Infographics Videos Case studies Download at: http://bit.ly/1Nxp2zP