Measuring content effectiveness

Measuring Content Effectiveness

Dave Sottimano - Define Media Group 2016

What does ‘effective’ even mean?

It’s all about the mon€y

If it was always so simple.

CONTENT

CONVERSION

Good outcome: Easily attributable revenue

Reality for a lot of businesses:

“No one is going to sleep with you on the first date. (Ok maybe a few will!)”

- Avinash Kaushik

Who gets the credit here? CONTENT

REVENUE

PRODUCT PAGE

And this?

CONTENT

REVENUE

PRODUCT PAGE

HOMEPAGE

“This content is useless”

Actually, it isn’t useless.

Remember, content can’t be effective if:

1)The Call to Action isn’t seen.

50%According to Slate.com, 50% of people didn’t scroll down the page.

http://www.slate.com/articles/technology/technology/2013/06/how_people_read_online_why_you_won_t_finish_this_article.html

Call to actions have dependencies, measure

them.

Scroll Depth Plugin for GA http://scrolldepth.parsnip.io/

Retroactive event tracking https://heapanalytics.com

https://heapanalytics.com

2) The content isn’t being seen.

50%of content gets 8 shares or less.

http://buzzsumo.com/blog/50-of-content-gets-8-shares-or-less-why-content-fails-and-how-to-fix-it/

This content has no chance

How to Measure Content Effectiveness in 3 Reports

Enable Multi Channel Funnel Reports

E-commerce or Goals with $value must be implemented

This is the default view.

This is the ‘better’ view

Make a Custom Channel Grouping

Use landing page URL as the dimension and account for all pages

Changing the default grouping

Use landing page URL as the dimension and account for all pages

Select conversi

onsSet

lookback window to

90In any of the MCF reports, remember to select the conversion and set the window lookback to 90 days

Does the content generate revenue?

Report 1: Assisted Conversions

Do the blog pages help other pages convert?

How does content assist conversions?

Report 2: Top Conversion Paths

What attribution model is fair for content effectiveness?

Report 3: Model Comparison

Compare and decide model.

First interaction

Content

100%

€

First Interaction: Soft selling

Last interaction

Content

100%

€

Last Interaction:Converting CTAs

https://squareup.com/townsquare/3-benefits-of-accepting-apple-pay-that-may-surprise-you/

But, all content deserves to be modelled by Linear

Content

25% 25% 25% 25%

€

Reasons why content can’t be effective:

●No CTA, poor CTA, or CTA dependency

●It isn’t being seen●Tech issues: See Simo :)

Measure Effectiveness with 3 Multi Channel Funnel Reports

●Assisted conversions●Conversion paths●Model Comparison

Thanks!

Dave Sottimano

@dsottimano

definemg.comSMX Munich 2016