March 04, 2015 USING READER LOYALTY TO GUIDE CONTENT STRATEGY Glen Dimaandal Online Marketing Manager, Emerson @glen_dimaandal
Using Reader Loyalty to Guide Content Strategy
Jul 14, 2015
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March 04, 2015
USING READER LOYALTY TO GUIDE CONTENT STRATEGY
Glen Dimaandal
Online Marketing Manager, Emerson
@glen_dimaandal
searchmarketingexpo.com
@glen_dimaandal #SMX #21A
Listening to the Audience is Key
searchmarketingexpo.com
@glen_dimaandal #SMX #21A
COMMON ANALYTICS METRICS
• Bounce rate
• Average time on page
• Page Views
searchmarketingexpo.com
@glen_dimaandal #SMX #21A
Casuals
Spammers
Hackers
Scrapers
Competitors
Plagiarists
Spammers
Spammers
Spammers
Spammers
searchmarketingexpo.com
@glen_dimaandal #SMX #21A
Listening to the Right Ones?
searchmarketingexpo.com
@glen_dimaandal #SMX #21A
THE PARETO PRINCIPLE
80 Percent of the effects
come from 20% of the
causes
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@glen_dimaandal #SMX #21A
A CRUCIAL MINORITY
Users
Shares
Links
Revenue
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@glen_dimaandal #SMX #21A
RFM VALUATION
Recency
Frequency
Monetary Value
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@glen_dimaandal #SMX #21A
USING RFM TO MEASURE
CONTENT PERFORMANCE
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@glen_dimaandal #SMX #21A
AUDIENCE > BEHAVIOR > ENGAGEMENT
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@glen_dimaandal #SMX #21A
SET UP A NEW USERS SEGMENT
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@glen_dimaandal #SMX #21A
NEW USER PAGEVIEW DISTRIBUTION
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@glen_dimaandal #SMX #21A
SET UP RETURNING
USER SEGMENTS
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@glen_dimaandal #SMX #21A
searchmarketingexpo.com
@glen_dimaandal #SMX #21A
searchmarketingexpo.com
@glen_dimaandal #SMX #21A
PLOT THE DATA IN A TABLE
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@glen_dimaandal #SMX #21A
searchmarketingexpo.com
@glen_dimaandal #SMX #21A
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