Content Marketing & Analytics Case: Wikipiot, a blog about IoT

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A short presentation on how to improve blogging by using analytics. We used Google Analytics to understand our readers and improve the blog for them in two areas: engagement and traffic.

Technology

PART 1: The Internet of Things
PART 1:
The Internet of Things

PART 1: The Internet of Things
What is the
Internet of
Things?

PART 1: The Internet of Things
Now evolving
towards “The
Interface of
Things”

PART 2: The blog
PART 2:
The Wikipiot blog

PART 2 – 1. User Acquisition
1. USER
ACQUISITION

Social Media: Facebook Ads
Our click rate: 1,5%
Industry click rate: 1,04%
Our cost per click: 0,55€
Industry cost per click: 1€
PART 2 – 1. User Acquisition

PART 2 – 2. Evolution based on analytics
2. BLOG
EVOLUTION
BASED ON
ANALYTICS

PART 2 – 2. Evolution based on analytics
We
understood
who our
readers are
25
to
34
Movies
Business
Tech
Investment

PART 2 – 2. Evolution based on analytics
And
improved the
blog for
them
1. Write business content to improve engagement
2. Include video to improve engagement
3. Link other posts to improve engagement
4. Reach companies to improve traffic
5. Conduct interviews to imrpove traffic
6. Get other websites to link us to improve traffic

PART 2 – 2. Evolution based on analytics
1. Write business content
Data as of March 22nd – two weeks after starting

PART 2 – 2. Evolution based on analytics
2:20
min 5:38
min
Consumer vs.
Business focus
Time on Page

PART 2 – 2. Evolution based on analytics
2. Include video
“Watching
videos is the
main activity of
Internet users”
Source: IAB Spain
1:51
min
No video vs.
Video Time on
Page
4:20
min

PART 2 – 2. Evolution based on analytics
% of
audience
retention
per second
of video
0:53 of 1:14
minutes
watched on
average

PART 2 – 2. Evolution based on analytics
3. Link other posts

PART 2 – 2. Evolution based on analytics
Links to posts vs. No links to posts Bounce Rate

PART 2 – 2. Evolution based on analytics
1:40 min 2:57 min
Avg. Time on Page (reading time) improved by 78%

PART 2 – 2. Evolution based on analytics
1,94 pages 3,14 pages
Avg. Pages per Session improved by 62%

PART 2 – 2. Evolution based on analytics
4. Reach companies in social media
Company mentioned
vs. No mentions
click-trough rate
4%
1.8%

PART 2 – 2. Evolution based on analytics
5. Conduct interviews
The interview caused a
peak on the website
traffic

PART 2 – 2. Evolution based on analytics
6. Backlinks
Article included in “The Daily
Internet of Things” top stories

PART 2 – 2. Evolution based on analytics
“Cross-blogging”

PART 2 – 2. Evolution based on analytics
51 sessions/week 145 sessions/week
Traffic actions improved Sessions per week by 184%
Included in
newspaper
Cross-
blogging
Interview

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Content Marketing & Analytics Case: Wikipiot, a blog about IoT

1. Technology & Innovation Management, F3-B, Master in Management

2. Technology & Innovation Management, F3-B, Master in Management www.wikipiot.com

3. PART 1: The Internet of Things PART 1: The Internet of Things

4. PART 1: The Internet of Things What is the Internet of Things?

5. PART 1: The Internet of Things Now evolving towards “The Interface of Things”

6. PART 2: The blog PART 2: The Wikipiot blog

7. PART 2 – 1. User Acquisition 1. USER ACQUISITION

8. Social Media: Facebook Ads Our click rate: 1,5% Industry click rate: 1,04% Our cost per click: 0,55€ Industry cost per click: 1€ PART 2 – 1. User Acquisition

9. PART 2 – 2. Evolution based on analytics 2. BLOG EVOLUTION BASED ON ANALYTICS

10. PART 2 – 2. Evolution based on analytics We understood who our readers are 25 to 34 Movies Business Tech Investment

11. PART 2 – 2. Evolution based on analytics And improved the blog for them 1. Write business content to improve engagement 2. Include video to improve engagement 3. Link other posts to improve engagement 4. Reach companies to improve traffic 5. Conduct interviews to imrpove traffic 6. Get other websites to link us to improve traffic

12. PART 2 – 2. Evolution based on analytics 1. Write business content Data as of March 22nd – two weeks after starting

13. PART 2 – 2. Evolution based on analytics 2:20 min 5:38 min Consumer vs. Business focus Time on Page

14. PART 2 – 2. Evolution based on analytics 2. Include video “Watching videos is the main activity of Internet users” Source: IAB Spain 1:51 min No video vs. Video Time on Page 4:20 min

15. PART 2 – 2. Evolution based on analytics % of audience retention per second of video 0:53 of 1:14 minutes watched on average

16. PART 2 – 2. Evolution based on analytics 3. Link other posts

17. PART 2 – 2. Evolution based on analytics Links to posts vs. No links to posts Bounce Rate

18. PART 2 – 2. Evolution based on analytics 1:40 min 2:57 min Avg. Time on Page (reading time) improved by 78%

19. PART 2 – 2. Evolution based on analytics 1,94 pages 3,14 pages Avg. Pages per Session improved by 62%

20. PART 2 – 2. Evolution based on analytics 4. Reach companies in social media Company mentioned vs. No mentions click-trough rate 4% 1.8%

21. PART 2 – 2. Evolution based on analytics 5. Conduct interviews The interview caused a peak on the website traffic

22. PART 2 – 2. Evolution based on analytics 6. Backlinks Article included in “The Daily Internet of Things” top stories

23. PART 2 – 2. Evolution based on analytics “Cross-blogging”

24. PART 2 – 2. Evolution based on analytics 51 sessions/week 145 sessions/week Traffic actions improved Sessions per week by 184% Included in newspaper Cross- blogging Interview

Content Marketing & Analytics Case: Wikipiot, a blog about IoT

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