Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...
Pubcon 2018: Data Driven Content Marketing Audit Runthrough
1. Analyze ALL the Data
Ashley Ward
Digital Marketing Strategist, SEMrush
@AshleyMadhatter #Pubcon
2. 2
SEO
Keyword Magic Tool
On Page SEO checker
Site / Backlink Audit
Position Tracking
SEO content Template
Link Building Tool
Sensor
PPC
Ads Builder
Keyword Magic
Advertising research
Display Advertising
PLA Research
Competitor
Analysis
Position Tracking
Keyword Gap
Backlink Gap
Traffic Analytics
Advertising Research
Social
Media
Social Media Tracker
Social Media Poster
Marketing Calendar
Brand Monitoring
Content
Content Audit
Topic Research
SEO Content Template
Marketing Calendar
Brand Monitoring
SEO Writing Assistant
@AshleyMadhatter #Pubcon
3. P O W E R
3
F o r b e s
88% of marketers integrate content
into their marketing strategies.
@ A S H L E Y M A D H A T T E R @AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon
4. P O W E R
4
C M I
But, 57% of marketers are struggling to
measure their content marketing strategies.
@ A S H L E Y M A D H A T T E R @AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon
5. @ A S H L E Y M A D H A T T E R
Are you struggling to measure your content?
@AshleyMadhatter #Pubcon
6. P O W E R
@ A S H L E Y M A D H A T T E R
6
1. Audit Your Own Data
@ A S H L E Y M A D H A T T E R @AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon
7. @ A S H L E Y M A D H A T T E R
Pro’s to Auditing Your Content:
W h a t w a s t h e
t o p i c ?
W h a t k i n d o f
c o n t e n t i s i t ?
W a s i t h o w - t o ,
l i s t i c l e , e t c ?
@AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon
8. @ A S H L E Y M A D H A T T E R
Pro’s to Auditing Your Content:
W h a t w a s t h e
t o p i c ?
W h a t k i n d o f
c o n t e n t i s i t ?
W a s i t h o w - t o ,
l i s t i c l e , e t c ?
W h o w a s t h e
a u t h o r ?
H o w d i d y o u
s h a r e i t ?
H o w l o n g h a s i t
b e e n p u b l i s h e d ?
@AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon
9. @ A S H L E Y M A D H A T T E R
Run a Thorough Audit to Discover
What’s Working & What’s Not
@AshleyMadhatter #Pubcon
10. P O W E R
@AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon
11. P O W E R
@ A S H L E Y M A D H A T T E R
11
Which metrics should be on
your spreadsheet?
@ A S H L E Y M A D H A T T E R @AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon
12. 09:00
pm
M a y 2 6 t h 2 0 1 3
STURDAY
@ A S H L E Y M A D H A T T E R @AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon
13. 09:00
pm
M a y 2 6 t h 2 0 1 3
STURDAY
@ A S H L E Y M A D H A T T E R @AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon
14. 09:00
pm
M a y 2 6 t h 2 0 1 3
STURDAY
@ A S H L E Y M A D H A T T E R @AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon
15. 09:00
pm
M a y 2 6 t h 2 0 1 3
STURDAY
@ A S H L E Y M A D H A T T E R @AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon
16. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Content
Production
Metrics
• How long did it take to:
• Create the content
• Publish the content
16
@AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon
17. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Content
Production
Metrics
• How long did it take to:
• Create the content
• Publish the content
• How many employees did it take
to produce the content?
17
@AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon
18. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Content
Production
Metrics
• How long did it take to:
• Create the content
• Publish the content
• How many employees did it take
to produce the content?
• How much time does the content
need before you could measure?
18
@AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon
19. P O W E R
@ A S H L E Y M A D H A T T E R
19
2. Your Competitor’s Data
@ A S H L E Y M A D H A T T E R@AshleyMadhatter #Pubcon
20. 20
@ A S H L E Y M A D H A T T E R
Who is leading in
your industry?
1. Most Searched
@AshleyMadhatter #Pubcon
21. 21
@ A S H L E Y M A D H A T T E R
Who is leading in
your industry?
1. Most Searched
2. Most Traffic
@AshleyMadhatter #Pubcon
22. 22
@ A S H L E Y M A D H A T T E R
Who is leading in
your industry?
1. Most Searched
2. Most Traffic
3. Most Popular
On all varieties
@AshleyMadhatter #Pubcon
23. P O W E R
@ A S H L E Y M A D H A T T E R
23
Tips When Analyzing
Your Metrics
@ A S H L E Y M A D H A T T E R @AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon
24. 24
@ A S H L E Y M A D H A T T E R
Look at Data
Patterns Over Time
@AshleyMadhatter #Pubcon
25. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Change
Things Up For
New Results
25
1. A/B Test
2. Avoid throwing out
content types until all channels
have been tested.
@AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon
26. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Define Your
Key Metrics
Not all metrics are the same for all
content types.
Key metrics for blog posts:
Key metrics for podcasts:
26
Website traffic, new users,
bounce rate
Listening length, new
subscribers, shares
@AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon
27. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Know Which
Metrics Matter
Shares:
Just because it’s shared doesn’t
mean it’s read
27
@AshleyMadhatter #Pubcon
28. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Know Which
Metrics Matter
Shares:
Just because it’s shared doesn’t
mean it’s read
Time on Page:
Need to make lunch while the blog
post is open?
28
@AshleyMadhatter #Pubcon
29. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Know Which
Metrics Matter
Shares:
Just because it’s shared doesn’t
mean it’s read
Time on Page:
Need to make lunch while the blog
post is open?
Pageviews:
Clickbait can skew page view metrics
29
@AshleyMadhatter #Pubcon
30. Set Goals
30
@ A S H L E Y M A D H A T T E R@AshleyMadhatter #Pubcon
32. Keep On
32
@ A S H L E Y M A D H A T T E R@AshleyMadhatter #Pubcon
33. P O W E R
@ A S H L E Y M A D H A T T E R
G E T S L I D E S
ashley.ward@SEMrush.com
L I N K E D I N
Linkedin.com/in/ashleyward90
S E M r u s h D e m o
www.SEMrush.com
F O L L O W M E
Editor's Notes
INCLUDE MY OWN PERSONAL OPINION HERE, THAT I AGREE WITH THE PERCENTAGE AND WE CAN SEE IT WITH BOTH BIG BRANDS, SMALL BRANDS,
FROM MY EXPERIENCE WITH OTHER CONTENT SPECIALISTS _______
ADD A PERSONAL STATEMENT AFTER THE STAT
EVERY AGENCY, BUSINESS IVE WORKED WITH HAS INTEGRATED THIS.. BLA BLA
BY A SHOW OF HANDS HOW MANY OF YOU FEEL THAT THIS IS ACCURATE STATISTIC
And then results came in
Another pro to auditing your content is all of the insights you’re going to gain. You’ll be able to have a better idea of what topics are working best for your audience, what kind of content works best whether it’s case studies, or blog posts.
Also see if a specific author is generating you more traffic than others, have an idea of what kind of distribution channels work best for different content types and how long a piece of content is published before it start generating results. Sometimes the best pieces of content don’t just hit the ground running with results. Sometimes it could be months or years before a great pieces of content generates traction.
Another pro to auditing your content is all of the insights you’re going to gain. You’ll be able to have a better idea of what topics are working best for your audience, what kind of content works best whether it’s case studies, or blog posts.
Also see if a specific author is generating you more traffic than others, have an idea of what kind of distribution channels work best for different content types and how long a piece of content is published before it start generating results. Sometimes the best pieces of content don’t just hit the ground running with results. Sometimes it could be months or years before a great pieces of content generates traction.
For buffer, they have very specific goals they wanted to achieve.
Such as 500% increase in Quora views,
10,000 new ebook downloads
25,000 video views
Etc
Now they didn’t actually hit all of their goals, but they took the time to first define their goals before they even looked at what the content to audit was going to be.
You’re going to want to create a google excel spreadsheet, if you don’t have one already, I’ve created for you at bilty/contentauditexcel and you can grab that one.
Run an audit and measure metrics for all of your content going back through 2017
See which pieces were your most effective
And you’re also going to want to keep running this audit on your new content on a weekly basis so you can track your content overtime and see which pieces of content are performing the best, which ones aren’t performing at all, and which ones are going to be the best to reuse.
And then results came in
And then results came in
MAKE THIS A BULLET POINT
MAKE THIS A BULLET POINT
MAKE THIS A BULLET POINT
You need to know your demographic
MAKE THIS A BULLET POINT
If one type of content isn’t producing the metrics you want on a specific channel, try a different channel.
Then ask the person in the front row what they were told and what metrics they were told
Ask a couple of people what their metrics were
Then ask the person in the front row what they were told and what metrics they were told
Ask a couple of people what their metrics were
Then ask the person in the front row what they were told and what metrics they were told
Ask a couple of people what their metrics were
Then ask the person in the front row what they were told and what metrics they were told
Ask a couple of people what their metrics were