Measuring and Evaluating Content Strategies
-
Upload
elementive-marketing-solutions -
Category
Marketing
-
view
342 -
download
1
Transcript of Measuring and Evaluating Content Strategies
![Page 1: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/1.jpg)
Measuring & Evaluating Content Strategies
August 2015
Matthew Edgar Elementive Marketing Solutions
![Page 2: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/2.jpg)
Before we get started… Matthew Edgar • Web Consultant at Elementive • Specialize in…
• Usability • Conversion optimization • Search Marketing • Data Analysis
• 15+ years developing websites
Contact information 303-897-8707 [email protected] @MatthewEdgarCO www.Elementive.com
![Page 3: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/3.jpg)
How Do You Measure Content Marketing?
![Page 4: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/4.jpg)
There is a lot to content…
• Strategy formation • Defining goals & objectives • Competitive research • Personas • Content inventory • Information architecture • Customer journeys • Gap analysis
![Page 5: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/5.jpg)
How do you measure the content you already have?
• Analyze existing content
• Prove the worth of your content
• Find new opportunities & problems
![Page 6: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/6.jpg)
Why did we spend all this money on that content in the first place? Why do we want to spend more?
![Page 7: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/7.jpg)
Content is just A typical business view:
![Page 8: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/8.jpg)
“It’s about conversions more
than usability.”
![Page 9: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/9.jpg)
It’s about conversions AND usability.
![Page 10: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/10.jpg)
We need to find new ways to:
• Measure content success
• View content (it’s part of the entire sales process and business strategy)
• Show the direct and indirect ways content
impacts business
![Page 11: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/11.jpg)
How to Think About Content
![Page 12: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/12.jpg)
Content Framework
![Page 13: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/13.jpg)
![Page 14: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/14.jpg)
![Page 15: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/15.jpg)
![Page 16: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/16.jpg)
![Page 17: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/17.jpg)
ENGAGEMENT Moves people from being
interested to ready to buy.
![Page 18: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/18.jpg)
RETENTION Making meaningful
connections with current customers.
![Page 19: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/19.jpg)
Measuring Content
![Page 20: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/20.jpg)
WHAT TO MEASURE
![Page 21: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/21.jpg)
What to measure
How many people know about you? Visits, views, impressions
![Page 22: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/22.jpg)
What to measure
How many people want to learn more? Read rate, watch videos, email opens
![Page 23: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/23.jpg)
What to measure
How many people interacted? Shares, links, comments, connections, clicks
![Page 24: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/24.jpg)
What to measure
Are people convinced? Mental state? Content paths understood?
![Page 25: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/25.jpg)
What to measure
Are people converting? Purchases, leads
![Page 26: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/26.jpg)
What to measure
How are repeat & referral levels? Churn rate, retention rate, referral volume
![Page 27: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/27.jpg)
HOW TO MEASURE
![Page 28: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/28.jpg)
AWARENESS How many people know
about you?
![Page 29: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/29.jpg)
Google Analytics
![Page 30: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/30.jpg)
Analytics: Audience Overview
![Page 31: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/31.jpg)
Analytics: Audience Overview
![Page 32: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/32.jpg)
Analytics: Traffic Sources
![Page 33: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/33.jpg)
Analytics: Landing Pages
![Page 34: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/34.jpg)
Google Search Console
![Page 35: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/35.jpg)
Console: Search Analytics
![Page 36: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/36.jpg)
Console: Search Queries
List of keywords (hidden for privacy)
![Page 37: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/37.jpg)
Console: Pages
List of URLs (hidden for privacy)
![Page 38: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/38.jpg)
INTEREST How many people want to
learn more?
![Page 39: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/39.jpg)
Google Analytics
![Page 40: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/40.jpg)
Analytics: All Pages Report
![Page 41: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/41.jpg)
Analytics: Average Time on Page
![Page 42: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/42.jpg)
Analytics: Exit Rate
![Page 43: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/43.jpg)
Analytics: Event Tracking
![Page 44: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/44.jpg)
Crazy Egg
![Page 45: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/45.jpg)
Scroll Map
The scroll map shows which parts of the page are viewed most often by your visitors.
![Page 46: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/46.jpg)
ENGAGEMENT How many people
interacted?
![Page 47: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/47.jpg)
Google Analytics
![Page 48: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/48.jpg)
Pages: Navigation Summary
![Page 49: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/49.jpg)
Pages: Navigation Summary
![Page 50: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/50.jpg)
Crazy Egg
![Page 51: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/51.jpg)
Heatmap
The heat map is a visualization of where your visitors are clicking.
![Page 52: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/52.jpg)
Add This
![Page 53: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/53.jpg)
Track Shares
![Page 54: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/54.jpg)
DESIRE Are people convinced?
![Page 55: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/55.jpg)
Usability Testing
![Page 56: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/56.jpg)
What is usability testing?
• Observe real people interacting with your content.
![Page 57: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/57.jpg)
What is usability testing?
• Observe real people interacting with your content.
• Observe performance of tasks & measure related to desire.
![Page 58: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/58.jpg)
What is usability testing?
• Observe real people interacting with your content.
• Observe performance of tasks & measure related to desire.
• Not just people’s opinions; feedback on actual usage.
![Page 59: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/59.jpg)
To Measure Desire What convinced users
enough to buy?
![Page 60: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/60.jpg)
To Measure Desire Where are user pain
points?
![Page 61: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/61.jpg)
Usability: Task Completions
![Page 62: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/62.jpg)
Usability: Task Completion Time
![Page 63: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/63.jpg)
Usability Test: Understanding
![Page 64: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/64.jpg)
Usability Test: Reading Ease
![Page 65: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/65.jpg)
Perception Testing
![Page 66: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/66.jpg)
What is Perception Testing?
• A perception test measures an individual’s understanding or reaction to different aspects of your business, including content.
![Page 67: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/67.jpg)
Perception test can measure…
• Whether or not customers are perceiving your content in the right way
![Page 68: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/68.jpg)
Perception test can measure…
• Whether or not customers are perceiving your content in the right way
• Whether or not you are meeting people’s expectations regarding the sales process.
![Page 69: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/69.jpg)
Perception test results
15%
15%
70%
Question Asked: What Product Do You Think This Company Sells?
Correct
Partial
Incorrect
![Page 70: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/70.jpg)
Perception test results
45%
25%
30%
Question Asked: Did the Website Appear Trustworthy?
Positive
Nuetral
Negative
![Page 71: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/71.jpg)
Action Are people converting?
![Page 72: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/72.jpg)
Google Analytics
![Page 73: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/73.jpg)
Goals Overview
![Page 74: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/74.jpg)
Goals Attribution
![Page 75: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/75.jpg)
Goals Attribution
![Page 76: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/76.jpg)
Retention How are repeat & referral
levels?
![Page 77: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/77.jpg)
Google Analytics
![Page 78: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/78.jpg)
Direct Traffic
![Page 79: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/79.jpg)
Other Ways To Measure Retention
![Page 80: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/80.jpg)
Measuring Retention • How many current customers follow you on social
media? • How many current customers are on an email
newsletter? • How many current customers share your newsletter? • How many current customers comment on blog posts or
social shares? • How many referrals do you have over the year? • For offline outreach, how many current customers did
you reach & how many responded?
![Page 81: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/81.jpg)
Tracking Everything
![Page 82: Measuring and Evaluating Content Strategies](https://reader031.fdocuments.net/reader031/viewer/2022030304/587926ba1a28ab7c448b4799/html5/thumbnails/82.jpg)
Tracking Sheet
0
5
10
15
20
25
30
35
40
45
Product Literature
Expert Guies
Research Reports
Webinars
Ebooks Blog Posts
Whitepapers
Infographics
Videos
Case studies
Download at: http://bit.ly/1Nxp2zP