Blogging Your Brand:Measurement
Analytics can be ….
But first… a quick recap
Definition - Blog“A regularly updated website or web page, written in an informal or conversational style”Elements: • Multiple authors• Comment threads per post• Categorization that can align to your taxonomy• Multi-media
Positioning• Relevant Topics• Industry Expertise• Recognizable authors• Taxonomy
• Tone of Voice• Formal vs Informal• Imagery – Playful or Stock Photography?• Language – Industry speak or “tell it like it is”?
• Call to Actions• Offers – Hard or Soft Sell?
Lead Generation!• Calls to Action• On blog• Within posts
• Internal Links• Use your Website• Share on Social Media• Email• Focus on Personas• Blog Digests
Measuring for Success
Measure Analyze
What to Measure• # of views for each post•Most popular articles• Topic• Author• Promotion Channel
•Keyword performance
Brand Awareness
Positioning
Brand Awareness
Where to Find?Remember – a blog is still a website• Reports on page views & clicks in native
blog tool• Google Analytics is your friend (a really
really smart one)• Track individual pages• Keyword performance and ranking
“Advanced” Metrics• # of clicks on the blog post call-to-action• # of clicks on the email call-to-action• Website conversions• Most popular pages?• Bounce rate?• Time on page?• What was the last CTA?
Conversion
What is “Conversion”?• Metric that highlights path a [visitor] has taken to
become a [lead]• [Non Member] becomes a [Member]• [Email Recipient] clicks on a CTA that takes them to
your website page Website conversion• [Blog Subscriber] clicks on side-bar CTA that takes
them to your website page Website conversion
Conversion RatesWhy are they so important?• Indicators of:• Engagement• Interaction• Stickiness• …
• Demonstrate how to connect (and therefore measure) the effectiveness all of your digital properties
Recap
Recap – Blogging Your Brand• Valuable tool to attract visitors (and convert them)• Incorporate into your digital content calendar &
promotions
• Align to your brand• Be authentic• Be strategic
Recap – Best Practices• Mechanics• Keywords• Visual Appeal
• Positioning• Tone of Voice• Imagery• Your Brand
• Scheduling• Consistency• Frequency
Recap – Measurement3 Steps: Measure > Analyze > Assess
• Measure most blog views / clicks / performance (popular)• Analyze conversions• Analyze your supporting activities• Assess if marketing $$ are effective• If yes, continue to amplify• If no, make refinements and measure again