Learn how to measure success for Blogging Your Brand. We'll find out what metrics are important, how to collect & interpret them so that your organization thrives.

1. Blogging Your Brand:
Measurement

2. Analytics can be ….

3. But first… a quick recap

4. Definition - Blog
“A regularly updated website or web page, written in
an informal or conversational style”
Elements:
• Multiple authors
• Comment threads per post
• Categorization that can align to your taxonomy
• Multi-media

6. Positioning
• Relevant Topics
• Industry Expertise
• Recognizable authors
• Taxonomy
• Tone of Voice
• Formal vs Informal
• Imagery – Playful or Stock Photography?
• Language – Industry speak or “tell it like it is”?
• Call to Actions
• Offers – Hard or Soft Sell?

7. Lead Generation!
• Calls to Action
• On blog
• Within posts
• Internal Links
• Use your Website
• Share on Social Media
• Email
• Focus on Personas
• Blog Digests

8. Measuring for Success
Measure Analyze

9. What to Measure
•# of views for each post
•Most popular articles
• Topic
• Author
• Promotion Channel
•Keyword performance
Brand Awareness
Positioning
Brand Awareness

13. Where to Find?
Remember – a blog is still a website
• Reports on page views & clicks in native
blog tool
• Google Analytics is your friend (a really
really smart one)
• Track individual pages
• Keyword performance and ranking

14. “Advanced” Metrics
• # of clicks on the blog post call-to-action
• # of clicks on the email call-to-action
• Website conversions
• Most popular pages?
• Bounce rate?
• Time on page?
• What was the last CTA?
Conversion

15. What is “Conversion”?
• Metric that highlights path a [visitor] has taken to
become a [lead]
• [Non Member] becomes a [Member]
• [Email Recipient] clicks on a CTA that takes them to
your website page  Website conversion
• [Blog Subscriber] clicks on side-bar CTA that takes
them to your website page  Website conversion

16. Conversion Rates
Why are they so important?
• Indicators of:
• Engagement
• Interaction
• Stickiness
• …
• Demonstrate how to connect (and therefore
measure) the effectiveness all of your digital
properties

17. Recap

18. Recap – Blogging Your Brand
• Valuable tool to attract visitors (and convert them)
• Incorporate into your digital content calendar &
promotions
• Align to your brand
• Be authentic
• Be strategic

19. Recap – Best Practices
• Mechanics
• Keywords
• Visual Appeal
• Positioning
• Tone of Voice
• Imagery
• Your Brand
• Scheduling
• Consistency
• Frequency

20. Recap – Measurement
3 Steps: Measure > Analyze > Assess
• Measure most blog views / clicks / performance
(popular)
• Analyze conversions
• Analyze your supporting activities
• Assess if marketing $$ are effective
• If yes, continue to amplify
• If no, make refinements and measure again