Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique...
Transcript of Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique...
![Page 1: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/1.jpg)
Content Marketing
![Page 2: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/2.jpg)
Who’s this guy?Kyle Manning Head of ContentiProspect Brisbane
![Page 3: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/3.jpg)
What does our team look like?
Writing | Strategy | Design & Dev.
![Page 4: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/4.jpg)
SEO
Content
SEM
Data
Where do we fit in the digital marketing
scene?
![Page 5: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/5.jpg)
How do we approach content marketing?
DATA STRATEGY CREATE AMPLIFY MEASURE
With this framework …
![Page 6: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/6.jpg)
How do we approach content marketing?
… and these objectives.
Thought Leadership
BrandAwareness
Lead
Generation
Lead
Nurturing
![Page 7: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/7.jpg)
Content Marketing Today & Tomorrow
What High-Performing Content Looks Like
Tracking & Measuring Content
Content Marketing Tools
![Page 8: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/8.jpg)
Content Marketing Today & Tomorrow
![Page 9: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/9.jpg)
Building an audience
![Page 10: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/10.jpg)
by
creating and distributing relevant content
![Page 11: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/11.jpg)
that will
inform, engage, inspire or entertain
them
![Page 12: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/12.jpg)
in order to
drive positive business outcomes
…over time.
![Page 13: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/13.jpg)
So…
![Page 14: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/14.jpg)
“Content Shock” & SaturationAI & Automation
Personalisation & PrivacyCreating Experiences via Data
What’s changing?
![Page 15: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/15.jpg)
“Content Shock” & SaturationAI & Automation
Personalisation & PrivacyCreating Experiences via Data
What’s changing?On Wordpress alone, there are
80 millionposts published per month.
![Page 16: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/16.jpg)
“Content Shock” & SaturationAI & Automation
Personalisation & PrivacyCreating Experiences via Data
What’s changing?Mature content marketing organisations are using
machine learning, automation & AI
to create efficiencies and boost results.
![Page 17: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/17.jpg)
“Content Shock” & SaturationAI & Automation
Personalisation & PrivacyCreating Experiences via Data
What’s changing?To target and track, we need data. But now,
users are in controlof their own data. (Well, mostly.)
![Page 18: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/18.jpg)
“Content Shock” & SaturationAI & Automation
Personalisation & PrivacyCreating Experiences via Data
What’s changing? It’s about creating
great experiencesacross all digital touchpoints.
![Page 19: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/19.jpg)
What High-Performing Content Looks LikeBlog ContentInteractive ContentVisual Content
![Page 20: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/20.jpg)
Thinking Time!What would be the mostinteresting or fun industry for a content marketer?
![Page 21: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/21.jpg)
![Page 22: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/22.jpg)
![Page 23: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/23.jpg)
![Page 24: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/24.jpg)
Metric FB Metric GA
Unique Link Clicks
3,473Unique Page Views
3,431
Link CTR 9.62% New Users 3,265
CPC (Link Clicks) $0.07 Sessions 3,422
Total Spent $250 Phone Calls 50
Reach 28,897Phone CallConv. Rate
1.46%
![Page 25: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/25.jpg)
![Page 26: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/26.jpg)
![Page 27: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/27.jpg)
4,100competition
entries
10,300quiz
completions
22Facebook
shares
12,500quiz
views
84Facebook comments
524Facebook likes/loves
All achieved with a single content piece and a modest amplification budget.
![Page 28: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/28.jpg)
![Page 29: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/29.jpg)
![Page 30: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/30.jpg)
![Page 31: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/31.jpg)
![Page 32: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/32.jpg)
![Page 33: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/33.jpg)
![Page 34: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/34.jpg)
![Page 35: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/35.jpg)
Content Marketing ToolsChoosing our contentCreating our content
![Page 36: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/36.jpg)
Google AnalyticsAnswer the PublicForums (e.g. Whirlpool, Quora)Keyword PlannerGoogle (Yep!)SEO Tools (e.g. SEMrush, Ahrefs)
Choosing Content
![Page 37: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/37.jpg)
Google AnalyticsAnswer the PublicForums (e.g. Whirlpool, Quora)Keyword PlannerGoogle (Yep!)SEO Tools (e.g. SEMrush, Ahrefs)
Choosing Content
![Page 38: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/38.jpg)
Google AnalyticsAnswer the PublicForums (e.g. Whirlpool, Quora)Keyword PlannerGoogle (Yep!)SEO Tools (e.g. SEMrush, Ahrefs)
Choosing Content
![Page 39: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/39.jpg)
Google AnalyticsAnswer the PublicForums (e.g. Whirlpool, Quora)Keyword PlannerGoogle (Yep!)SEO Tools (e.g. SEMrush, Ahrefs)
Choosing Content
![Page 40: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/40.jpg)
Google AnalyticsAnswer the PublicForums (e.g. Whirlpool, Quora)Keyword PlannerGoogle (Yep!)SEO Tools (e.g. SEMrush, Ahrefs)
Choosing Content
![Page 41: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/41.jpg)
Google AnalyticsAnswer the PublicForums (e.g. Whirlpool, Quora)Keyword PlannerGoogle (Yep!)SEO Tools (e.g. SEMrush, Ahrefs)
Choosing Content
![Page 42: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/42.jpg)
ShutterstockCanva / Pixlr
QzzrCopyscape
AsanaSourceBottle
Creating Content
![Page 43: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/43.jpg)
ShutterstockCanva / Pixlr
QzzrCopyscape
AsanaSourceBottle
Creating Content
![Page 44: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/44.jpg)
ShutterstockCanva / Pixlr
QzzrCopyscape
AsanaSourceBottle
Creating Content
Shameless plug:If you’d like to read more
about why quizzes are great for content marketing, I wrote
a whole article about it.
![Page 45: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/45.jpg)
ShutterstockCanva / Pixlr
QzzrCopyscape
AsanaSourceBottle
Creating Content
![Page 46: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/46.jpg)
ShutterstockCanva / Pixlr
QzzrCopyscape
AsanaSourceBottle
Creating Content
![Page 47: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/47.jpg)
ShutterstockCanva / Pixlr
QzzrCopyscape
AsanaSourceBottle
Creating Content
![Page 48: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/48.jpg)
Measuring Content MarketingWhat metrics should we use?How do we measure ROI for content?
![Page 49: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/49.jpg)
![Page 50: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/50.jpg)
Keyword visibility / social numbers
User flow, onsite engagement metrics, or number of drop-offs in critical areas of the site
Subscriber list size and growth rate
Increase organic or social share of voice
Improve customer experience
Grow your subscriber list
Objectives Metrics
![Page 51: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/51.jpg)
Keyword visibility / social numbers
User flow, onsite engagement metrics, or number of drop-offs in critical areas of the site
Subscriber list size and growth rate
MetricsAcquisition
Behaviour
Conversion
Increase organic or social share of voice
Improve customer experience
Grow your subscriber list
Objectives
![Page 52: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/52.jpg)
Acquisition
Behaviour
Conversion
+ Advocacy
• Remarketing audience size or performance (incremental improvements)
• Sales and revenue• Conversions (e.g. sign-ups, phone calls,
location page views)
• Audience size (owned/paid/earned)• Total new users or unique pageviews per user• Social engagement (affinity/applause) rate• Social reach
Choosing Your Metrics Based on the Journey Phase
• Social mentions and conversation rate• Referral traffic
![Page 53: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/53.jpg)
BUT
![Page 54: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/54.jpg)
Metrics
Metrics
ROI
Metrics
Metrics
![Page 55: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/55.jpg)
Ensure goals are being tracked against values.Specify what every goal completion is worth, as accurately as possible.
Use the right attribution model.One size doesn’t fit all.
Adapt and iterate ...… and ask the right questions of your data.
3 Tips for Translating Your Metrics into ROI
![Page 56: Content Marketing - Search Factory Brisbane · Metric FB Metric GA Unique Link Clicks 3,473 Unique Page Views 3,431 Link CTR 9.62% New Users 3,265 CPC (Link Clicks) $0.07 Sessions](https://reader034.fdocuments.net/reader034/viewer/2022050218/5faf8cef453ca4009764d244/html5/thumbnails/56.jpg)
Bye!Thanks for listening.
Want to talk more about content? Me [email protected] | 07 3640 6207 | LinkedIn