measuring the value of content marketing
TRANSCRIPT
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Anna Lewis (@Koozai_Anna)
MEASURING THE VALUE OF CONTENT MARKETING
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This is all I need,
right?
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Links Revenue
WHAT’S THE KPI?
ConversionsBuzz
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BUZZ
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MY TOP SOCIAL TOOLS
Social Crawlytics
Brands Eye
Google Analytics
Crowd Booster
Bit.ly
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SOCIAL CRAWLYTICS
Page Level
Results
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BIT.LY
Stats Tab
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CROWD BOOSTER
Follower
Growth
Successful
Tweets?
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LINKS
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MAJESTIC SEO
New links report
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OPEN SITE EXPLORER
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CONVERSIONS
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ON-PAGE DATA
Google Analytics: Content > All Pages
Understand which pages have traffic & conversions
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YOUR LINKS & SHARES
Understand which content gains links
Open Site Explorer: Top pages export
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COMBINE RESULTS
Sort in same order
then copy and paste Use important
data
Use vlookup to match data with URLs
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FORMAT RESULTS
Green for good performersRed for bad performers
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ASSESS RESULTS
Identify what works
and what doesn’t
Try new ideas instead of what didn’t work
Do more
of what works
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TAKEAWAYS
Success
Understand what has worked for you
Know what you
want to achieve
Replace bad
performers with
new ideas
Do more of what works well
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REVENUE
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USING…
Social
Links
Conversions
Revenue
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SOCIAL REPORTS1. How to find
social2. Social Reports3. Sub-Reports4. Dimension
details (URL/Network)
5. More metrics for analysis
6. Extra reports7. Breadcrumb 8. Data and
graph choices
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SHARED PAGES
Social > Pages
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DATA HUB ACTIVITY
Social > Pages > URL > Social Network and Action
Links!
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ACTIVITY DETAILS
Social > Pages > URL > Activity Stream
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SOURCE, URL, £££
Social > Conversions > Secondary Dimension: Landing Page
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MY TOP THREE TIPS
Google Analytics
Dashboard
First Click Conversion
s
Detailed Data
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CONTENT DASHBOARD
http://kooz.ai/contentdash
FREEBIE
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DETAILED CONVERSION DATA
Advanced Segment
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CONTENT REVENUE
Conversions > Multi Channel Funnels> Assisted Conversions > First Interaction Conversions > Source / Medium > Pivot Table > Pivot by Landing Page > Pivot Metrics: First Click Conversions, First Click Conversions Value
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INSUMMARY
Choose KPIs
Track Track Track
Understand full picture
Show ROI of
Content Marketing
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HELPFUL RESOURCES
1. Kevin Gibbons explains how to do a content audit: http://www.blueglass.com/blog/content-auditing/
2. Himanshu Sharma explains how to view content conversion results in Google Analytics: http://www.smartinsights.com/google-analytics/google-analytics-
setup/how-to-review-content-effectiveness-using-a-custom-google-analytics-dashboard/