Measuring Content Marketing – SEOCAMP’us

There is always a way to measure content marketing impacts if you plan ahead…. Platforms like Majestic, BuzzSumo, CoverageBook, SEOMonitor, Google Analytics and Google Search Console can help you measure.

  1. Measuring Content Marketing
  2. Who am I? I’ve been doing SEO for over 10 years and I’m currently the Director of Strategy at BlueGlass, a London-based digital marketing agency with a focus on SEO and Content Marketing. We also have BlueGlass offices in Zurich and Tallinn.
  3. The Drum 2016 Content Marketing Agency of the Year 2 x UK Search Awards winner
  4. 1. Measuring links acquired (Majestic) 2. Measuring changes in TF/CF (Majestic) 3. Measuring shares (BuzzSumo) 4. Measuring estimated reach (CoverageBook) 5. Measuring referral traffic (Google Analytics) 6. Measuring organic traffic (Google Analytics) 7. Measuring uplift in impressions to target page (GSC) 8. Measuring average rank uplift on target page (GSC) 9. Measuring number of search terms driving traffic to page (GSC) 10. Keyword ranking uplift (SEOmonitor) 11. Automated measuring (SEOmonitor) How can you measure content marketing? There is always a way to measure impacts if you plan ahead…
  5. Bad ways to measureWhat are some horrible ways you can measure content marketing?
  6. ▪ Focusing on the number of links alone opens it up to manipulation ▪ Focusing on a target number of links may limit the opportunity ▪ Measuring links without considering TF/CF is bad form ▪ Focusing on the number of articles created without a strategy around why they exist is problematic Focusing without context
  7. Measurement is keyWhy do I need to better measure what we’ve done?
  8. ▪ You should be calculating an ROI on all content ▪ You are fighting for marketing budget ▪ You want to scale up anything that works ▪ You want to learn from your mistakes ▪ Because transparency is key to good relationships Why is it important to measure?
  9. Measuring links? Did you generate more links? Were they quality links?
  10. Focus on improving TF over CF
  11. Measuring changes? Have the TF and CF increased?
  12. Links acquired by competitors
  13. Measuring shares? Did your content gain traction on social media?
  14. Onsite content being shared?
  15. Estimated reach? How many eyeballs might have seen your off-site content?
  16. Aggregate content insights
  17. Referral traffic? Did you drive clicks from your off-site content back to your site?
  18. Wrong way via UTM tags
  19. Don’t forget to filter out the bots
  20. Right way via Google Analytics
  21. Organic traffic? Did your onsite or target content acquire more organic traffic?
  22. Onsite content can lift traffic
  23. Impression uplift? Did Google Search Console show you a positive change?
  24. Clicks and impressions increased?
  25. Average rank uplift? Did the average rank of the target page increase?
  26. Did average position change?
  27. Number of keywords? Did the number of non-brand search terms driving traffic increase?
  28. Number of terms driving clicks
  29. Keyword rank uplift? Did the rank of the target terms increase?
  30. Track the target terms
  31. Automated insights? Did the content performance report highlight any impacts?
  32. Impact of external content
  33. Add articles as published
  34. Forecasting? What might be the impact of content marketing?
  35. ▪ How established are the competitors? ▪ What is the SEO difficulty score on target terms? ▪ Average links per piece of existing content? ▪ Average number of links competitors are building? ▪ Referral traffic to content pieces? ▪ Organic traffic to current pieces? Forecasting your impacts
  36. How much content? Work backwards from your goals to estimate resources needed
  37. ■ How much organic traffic needed? ■ How many terms targeted? ■ How much referral traffic needed? ■ How many links are you behind? How much content do you need?
  38. Tracking success? Content marketing should have a goal or KPI that is influential
  39. ▪ Platforms like SEOmonitor can help ▪ Set up dashboards in Majestic ▪ CoverageBook can track reach of content ▪ Store data in Google Sheets and push into Tableau ▪ YoY comparison to avoid factoring in seasonal trends ▪ Compare target pages against a control group Reporting your results
  40. Merci!