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Anna Lewis (@Koozai_Anna) MEASURING THE VALUE OF CONTENT MARKETING
Anna Lewis (@Koozai_Anna)
MEASURING THE VALUE OF CONTENT MARKETING
This is all I need,
right?
Links Revenue
WHAT’S THE KPI?
ConversionsBuzz
BUZZ
MY TOP SOCIAL TOOLS
Social Crawlytics
Brands Eye
Google Analytics
Crowd Booster
Bit.ly
SOCIAL CRAWLYTICS
Page Level
Results
BIT.LY
Stats Tab
CROWD BOOSTER
Follower
Growth
Successful
Tweets?
LINKS
MAJESTIC SEO
New links report
OPEN SITE EXPLORER
CONVERSIONS
ON-PAGE DATA
Google Analytics: Content > All Pages
Understand which pages have traffic & conversions
YOUR LINKS & SHARES
Understand which content gains links
Open Site Explorer: Top pages export
COMBINE RESULTS
Sort in same order
then copy and paste Use important
data
Use vlookup to match data with URLs
FORMAT RESULTS
Green for good performersRed for bad performers
ASSESS RESULTS
Identify what works
and what doesn’t
Try new ideas instead of what didn’t work
Do more
of what works
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
REVENUE
USING…
Social
Links
Conversions
Revenue
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
SHARED PAGES
Social > Pages
DATA HUB ACTIVITY
Social > Pages > URL > Social Network and Action
Links!
ACTIVITY DETAILS
Social > Pages > URL > Activity Stream
SOURCE, URL, £££
Social > Conversions > Secondary Dimension: Landing Page
MY TOP THREE TIPS
Google Analytics
Dashboard
First Click Conversion
s
Detailed Data
CONTENT DASHBOARD
http://kooz.ai/contentdash
FREEBIE
DETAILED CONVERSION DATA
Advanced Segment
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
INSUMMARY
Choose KPIs
Track Track Track
Understand full picture
Show ROI of
Content Marketing
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/
