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/

HAPPY TRACKING!

@Koozai_Anna

anna.lewis@koozai.com0845 4531234