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Seite 2
DEIN CONTENT KNALLT, DOCH KEINER
HÖRT‘S – ERFOLGSMESSUNG IM
CONTENT MARKETING
23.06.2015
Seite 3
Wer steht hier?
Senior Online Marketing Manager bei VOTUM GmbH
• Onpage & Technisches SEO
• Tracking
Head of Marke...
Seite 4
23.06.2015
Seite 5
23.06.2015
Seite 6
Seite 7
Seite 8
Du musst dir 3 Fragen stellen!
a) Was sind meine Content-Marketing-Ziele?
b) War mein Content-Projekt erfolgreiche...
Seite 9
23.06.2015
Seite 10
1. WAS SIND MEINE CONTENT-
MARKETING-ZIELE?
23.06.2015
Seite 11
Das sind deine Content-Marketing-Ziele!
Mehr Conversions
1) Nutzersignale verbessern
2) Links generieren
3) Suchm...
Seite 12
2. WAR MEIN PROJEKT
ERFOLGREICHER ALS ANDERE
PROJEKTE?
23.06.2015
Seite 13
23.06.2015
WE NEED DATA !
Seite 14
WOHER BEKOMME ICH
VERGLEICHSDATEN ?
Seite 15
Woher bekomme ich Vergleichsdaten?
Meine eigene Website
• Vergleichbare Content-Projekte
• Durchschnittswerte der...
Seite 16
23.06.2015
WELCHE METRIKEN SIND DIE RICHTIGEN ?
Seite 17
Das sind deine Metriken!
1) Nutzersignale verbessern
• Unique Pageviews
• Time on Page
• Bounce Rate (Definition ...
Seite 18
Das sind deine Metriken!
2) Links generieren
• Linkanzahl
• Linkqualität
• Link-Wachstum
Tools zur Messung
• Maje...
Seite 19
Das sind deine Metriken!
3) Suchmaschinen-Rankings aufbauen
• Sichtbarkeitsindex
• Menge und Höhe der Suchmaschin...
Seite 20
Das sind deine Metriken!
4) Brand Awareness erhöhen
• Likes, etc. auf der Content-Page & Social-Accounts
• Shares...
Seite 21
Das sind deine Metriken!
5) Besucher-Engagement erhöhen
• Besuchte Pages nach der Content-Page
• Anzahl & Höhe vo...
Seite 22
Das sind deine Metriken!
6) Brand Trust erhöhen
• Wiederkehrende Besucher
• Neuabonnements (Blog, Newsletter)
• E...
Seite 23
Das sind deine Metriken!
7) Microconversions & Leads generieren
• Linkklicks zu Shop / Produkten / Kontaktformula...
Seite 24
Seite 25
3. WAS KANN ICH FÜR MEIN
NÄCHSTES PROJEKT LERNEN?
23.06.2015
Seite 26
Seite 27
Lehren für dein nächstes Projekt
• Welche Ergebnisse kann ich erwarten?
• Welche Content-Formate lohnen sich zum ...
Seite 28
23.06.2015
Seite 29
23.06.2015
DANKE FÜR EURE AUFMERKSAMKEIT !
Seite 30
FRAGEN? GERNE!
23.06.2015
Seite 31
Ihr erreicht mich hier
VOTUM GmbH
Ohlauer Str. 43
10999 Berlin
eico.schweins@votum.de
+49 30 28 47 26 40 0
VOTUM....
Seite 32
Bildrechte
Publikum: Martin Fisch - https://www.flickr.com/photos/marfis75/7968954274/
Gesicht: Dan Ox - https://...
Content Marketing Tuesday: Dein Content knallt, doch keiner hörts - Erfolgsmessung im Content Marketing
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Content Marketing Tuesday: Dein Content knallt, doch keiner hörts - Erfolgsmessung im Content Marketing

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Content Marketing ist 2015 das Instrument für erfolgreiche Markenentwicklung und Suchmaschinenoptimierung. Essenziell dabei ist eine aussagekräftige Erfolgsmessung. VOTUM Marketing Manager Eico Schweins zeigt wie es geht und erklärt wichtige Metriken, die bei der Analyse zu beachten sind.

Published in: Marketing
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Content Marketing Tuesday: Dein Content knallt, doch keiner hörts - Erfolgsmessung im Content Marketing

  1. 1. Seite 2 DEIN CONTENT KNALLT, DOCH KEINER HÖRT‘S – ERFOLGSMESSUNG IM CONTENT MARKETING 23.06.2015
  2. 2. Seite 3 Wer steht hier? Senior Online Marketing Manager bei VOTUM GmbH • Onpage & Technisches SEO • Tracking Head of Marketing bei AKM3 GmbH Social Media Management • America Abroad Media • Weitblick e.V. Journalismus • WDR Fernsehen • Eigene Projekte
  3. 3. Seite 4 23.06.2015
  4. 4. Seite 5 23.06.2015
  5. 5. Seite 6
  6. 6. Seite 7
  7. 7. Seite 8 Du musst dir 3 Fragen stellen! a) Was sind meine Content-Marketing-Ziele? b) War mein Content-Projekt erfolgreicher, um meine Ziele zu erreichen, als andere Projekte? a) Nutzen b) Kosten c) Was kann ich daraus für mein nächstes Projekt lernen?
  8. 8. Seite 9 23.06.2015
  9. 9. Seite 10 1. WAS SIND MEINE CONTENT- MARKETING-ZIELE? 23.06.2015
  10. 10. Seite 11 Das sind deine Content-Marketing-Ziele! Mehr Conversions 1) Nutzersignale verbessern 2) Links generieren 3) Suchmaschinen-Rankings aufbauen 4) Brand Awareness erhöhen 5) Besucher-Engagement erhöhen 6) Brand Trust erhöhen 7) Microconversions & Leads generieren …
  11. 11. Seite 12 2. WAR MEIN PROJEKT ERFOLGREICHER ALS ANDERE PROJEKTE? 23.06.2015
  12. 12. Seite 13 23.06.2015 WE NEED DATA !
  13. 13. Seite 14 WOHER BEKOMME ICH VERGLEICHSDATEN ?
  14. 14. Seite 15 Woher bekomme ich Vergleichsdaten? Meine eigene Website • Vergleichbare Content-Projekte • Durchschnittswerte der Website • Bisherige Topseiten der Website Konkurrenz-Websites Vergleichbare Content-Projekte
  15. 15. Seite 16 23.06.2015 WELCHE METRIKEN SIND DIE RICHTIGEN ?
  16. 16. Seite 17 Das sind deine Metriken! 1) Nutzersignale verbessern • Unique Pageviews • Time on Page • Bounce Rate (Definition beachten!) • Scroll-Verhalten Tools zur Messung • Google Analytics & Google Tag Manager
  17. 17. Seite 18 Das sind deine Metriken! 2) Links generieren • Linkanzahl • Linkqualität • Link-Wachstum Tools zur Messung • Majestics • Ahrefs • LinkResearchTools
  18. 18. Seite 19 Das sind deine Metriken! 3) Suchmaschinen-Rankings aufbauen • Sichtbarkeitsindex • Menge und Höhe der Suchmaschinen-Rankings • Organischer Traffic der Website Tools zur Messung • Google Search Console • Sistrix • Searchmetrics • OnPage.org Impact
  19. 19. Seite 20 Das sind deine Metriken! 4) Brand Awareness erhöhen • Likes, etc. auf der Content-Page & Social-Accounts • Shares, etc. auf der Content-Page & Social-Accounts • Anzahl & Stimmung der Social Media-Kommentare • Mentions der Brand • Suchen nach der Brand • Direct Traffic • New Visits Tools zur Messung • Google Analytics & Google Tag Manager • Facebook Insights, Twitter Analytics, Google+ Insights, etc. • Buzzsumo, Hootsuit, Falcon Social, etc. • Google Trends
  20. 20. Seite 21 Das sind deine Metriken! 5) Besucher-Engagement erhöhen • Besuchte Pages nach der Content-Page • Anzahl & Höhe von Bewertungen • Views (Videos, etc.) • Downloads (Infografik, Whitepaper, E-Book, etc.) Tools zur Messung • Dein Backend • Google Analytics & Google Tag Manager
  21. 21. Seite 22 Das sind deine Metriken! 6) Brand Trust erhöhen • Wiederkehrende Besucher • Neuabonnements (Blog, Newsletter) • Email-Openings • Webinar-Anmeldungen • Webinar-Teilnehmer Tools zur Messung • Dein Backend • Dein Newsletter-Provider • Google Analytics & Google Tag Manager
  22. 22. Seite 23 Das sind deine Metriken! 7) Microconversions & Leads generieren • Linkklicks zu Shop / Produkten / Kontaktformular • Neuabonnements (Blog, Newsletter) • Webinar-Anmeldungen • Menge an Waren im Warenkorb • Höhe des Warenkorb-Werts Tools zur Messung • Dein Backend • Dein Newsletter-Provider • Google Analytics & Google Tag Manager
  23. 23. Seite 24
  24. 24. Seite 25 3. WAS KANN ICH FÜR MEIN NÄCHSTES PROJEKT LERNEN? 23.06.2015
  25. 25. Seite 26
  26. 26. Seite 27 Lehren für dein nächstes Projekt • Welche Ergebnisse kann ich erwarten? • Welche Content-Formate lohnen sich zum Erreichen welcher Ziele? • Welche flankierenden Maßnahmen sind erfolgreich? • Mit welchen Kosten muss ich rechnen? • Was können andere besser und wie kann ich von Ihnen lernen? …
  27. 27. Seite 28 23.06.2015
  28. 28. Seite 29 23.06.2015 DANKE FÜR EURE AUFMERKSAMKEIT !
  29. 29. Seite 30 FRAGEN? GERNE! 23.06.2015
  30. 30. Seite 31 Ihr erreicht mich hier VOTUM GmbH Ohlauer Str. 43 10999 Berlin eico.schweins@votum.de +49 30 28 47 26 40 0 VOTUM.de Facebook: votum.gmbh Twitter: votum_gmbh
  31. 31. Seite 32 Bildrechte Publikum: Martin Fisch - https://www.flickr.com/photos/marfis75/7968954274/ Gesicht: Dan Ox - https://www.flickr.com/photos/danox/1339102209/ Tristesse: Pascal Franche - https://www.flickr.com/photos/pfranche/17056490896/ Baum messen: faungg's photos - https://www.flickr.com/photos/44534236@N00/8033434338/ Schädel: hairymuseummatt - https://de.wikipedia.org/wiki/Neandertaler#/media/File:Sapiens_neanderthal_comparison_de.png Dr. Steel: Chad Michael Ward - http://www.doctorsteelarchives.com/wp-content/gallery/dr-steel/3653.jpg Data: JD Hancock - https://www.flickr.com/photos/jdhancock/8031897271/ Mountain View: https://static.pexels.com/photos/6550/nature-sky-sunset-man.jpeg Floppy Disks: Frédéric BISSON - https://www.flickr.com/photos/zigazou76/16457657477/ Yoda: Pascal - https://www.flickr.com/photos/pasukaru76/5099611355/

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