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MARKETER
TEACHER
MATHEMATICS
TEN YEARS OF
DIGITAL MARKETING
TODAY:
WE ALL WANT TO DO CONTENT MARKETING
SO HOW MEASURE IT?
TWO ANGLES
1
2
What can we learn from Google Analytics?
What can we learn from Facebook Graph API?
GOOGLE ANALYTICS
QUESTION:
WHY DO WE DO CONTENT MARKETING?
The answer might give us a pointer to what we should measure
LETS GO OLD SCHOOL
Content marketing can’t gives us sales directly But it might give us attention, interest or maybe desire However attention is mostly people reading your stuff and we all know how valuble that is So let’s focus on interest
QUESTION:
HOW CAN WE MEASURE INTEREST?
FAVORITE:
TOGHETER WITH MARKETING AUTOMATION WE CAN
MEASURE ALL THE WAY TO CONVERSION!
QUESTION:
WHAT DO WE WANT OUR VISITIORS TO BE INTERESTED
IN?
US!*
*sorry about the stockphoto
QUESTION:
HOW CAN WE MEASURE WHETER THEY ARE INTERESTED IN US?
as opposed to just being interested in the content
SUGGESTION:
BOUNCE RATE AND TIME ON SITE NOT IDEAL TO MESAURE
EFFECT OF CONTENT MARKETING
because it only measures if they are interested in your content
EXAMPLE:
BLOG AT OMG.NO
Landing Page Sessions % New Sessions Bounce Rate Pages/Session Avg. Session
Duration Goal completions
innsiden av snapchat 5239 92,44 % 79,02 % 1,28 16,75 0
5 tips til b2b markedsforing 2015 3419 82,80 % 11,73 % 2,58 46,03 15
nye oppdateringer pa snapchat 2613 91,12 % 95,56 % 1,06 14,87 0
6 tips til e-post-emnefelt som vil oke din
apningsrate 1134 88,71 % 83,69 % 1,35 29,36 1
7 myter om content marketing for b2b 938 73,99 % 62,90 % 1,68 45,99 0
meta tags som du bor bry deg om 2014 766 76,11 % 72,06 % 1,50 37,41 1
facebook atlas 684 73,10 % 80,56 % 1,43 38,63 1
3 markedssjefer om 2016 610 73,28 % 88,69 % 1,22 23,35 1
automatisert epostmarkedsforing 461 67,68 % 78,52 % 1,94 51,82 0
seks bilder du ikke vil se pa instagram 432 79,17 % 88,66 % 1,18 20,78 0
trender sosiale medier 406 70,69 % 75,86 % 1,39 36,54 0
5 tips til personlig e-post kommunikasjon 358 77,37 % 85,20 % 1,28 22,89 0
derfor virker ikke facebook for b2b 340 86,18 % 75,29 % 1,54 58,63 0
snapchat en userios venneplattform 337 81,01 % 76,85 % 1,48 46,34 0
snapcash pa snapchat 329 91,79 % 93,92 % 1,14 6,42 0
kundeservice crm-strategien 327 80,43 % 80,43 % 1,46 42,20 0
VISITS VS VISITS TO «ABOUT US»
0%
10%
20%
30%
40%
50%
60%
% Visits % About us
SUMMARY GOOGLE ANALYTICS:
HOW DO YOU RECOGNISE A READERS INTEREST IN YOU?
(AS OPPOSED TO YOUR CONTENT)
1
2
E-mail signups
Visits to «about us»-page
FACEBOOK GRAPH API
WHY LOOK AT FACEBOOK?
POSSIBLE TO ACCESS THE API DIRECTLY
GIVES YOU TOTAL
LIKES/COMMENTS/SHARES FOR ANY URL
GREAT TOOL FOR FINDING GREAT CONTENT
OTHER ALTERNATIVES IN DENMARK
DE VIRALE NYHEDER
STORYBOARD.MX/DK
WANT TO SEPERATE INTO SHARES VS LIKES? YOU CAN ASK THE GRAPH API DIRECTLY
title url total_shares
Skulderklappene vælter ind til rebellen fra Langeland
http://www.dr.dk/nyheder/indland/skulderklappene-vaelter-
ind-til-rebellen-fra-langeland 24187
Udvist superstudent tager tre eksaminer samme dag
http://www.dr.dk/nyheder/regionale/midtvest/udvist-
superstudent-tager-tre-eksaminer-samme-dag 19090
Støjberg: Politiet kan sagtens vurdere om flygtningenes
smykker er 1.000 eller 20.000 kr. værd
http://www.dr.dk/nyheder/politik/stoejberg-politiet-kan-
sagtens-vurdere-om-flygtningenes-smykker-er-1000-eller-
20000 14087
VIDEO Chokeret Kessler overrasket af gammel modstander
http://www.dr.dk/sporten/boksning/video-chokeret-kessler-
overrasket-af-gammel-modstander 14006
Klækkelig lønstigning på vej til Folketinget samt ministre og
borgmestre
http://www.dr.dk/nyheder/politik/klaekkelig-loenstigning-
paa-vej-til-folketinget-samt-ministre-og-borgmestre 12324
QUIZ Kan du finde danskernes ti typiske stavefejl?
http://www.dr.dk/nyheder/kultur/quiz-kan-du-finde-
danskernes-ti-typiske-stavefejl 9889
HELMIG - næsten mutters alene | TV | DR
https://www.dr.dk/tv/se/helmig/helmig-naesten-mutters-
alene 9595
DR får Cavlingprisen
http://www.dr.dk/nyheder/kultur/medier/dr-faar-
cavlingprisen 9455
’Breaking Bad’-forfatter laver ny serie om ’Anne fra
Grønnebakken’
http://www.dr.dk/nyheder/kultur/film/breaking-bad-forfatter-
laver-ny-serie-om-anne-fra-groennebakken 8624
Rebellen fra Langeland (2:3) | TV | DR
https://www.dr.dk/tv/se/rebellen-fra-langeland/rebellen-fra-
langeland-2-3 7897
VIDEO 'Rebellen fra Langeland' kører alkoholikere til grænsen
efter billige øl
http://www.dr.dk/nyheder/indland/video-rebellen-fra-
langeland-koerer-alkoholikere-til-graensen-efter-billige-oel 7518
Ellen husker Titanics forlis: I dag fylder hun 110 år
http://www.dr.dk/nyheder/indland/ellen-husker-titanics-
forlis-i-dag-fylder-hun-110-aar 7377
Danmarksmesterskaber i slædehundeløb aflyst - på grund af
sne
http://www.dr.dk/nyheder/indland/danmarksmesterskaber-i-
slaedehundeloeb-aflyst-paa-grund-af-sne 7365
HELMIG - næsten mutters alene | TV | DR https://www.dr.dk/tv/se/helmig 6956
VIDEO Søstrene fra Angola smelter dommerhjerter
http://www.dr.dk/event/xfactor/video/video-soestrene-fra-
angola-smelter-dommerhjerter 6613
Officielt: Zidane ny Real Madrid-træner
http://www.dr.dk/sporten/fodbold/spanien/officielt-zidane-
ny-real-madrid-traener 6449
CATEGORIES COLLECTED FROM THE URL-STRING
TIP:
SEOTOOLS FOR EXCEL GREAT TOOL FOR PULLING ANY DATA ABOUT A WEB PAGE INTO
EXCEL
CATEGORIES ALL DK-NEWS
0%
10%
20%
30%
40%
50%
60%
TOTAL LIKES LAST 30 DAYS
0
500000
1000000
1500000
2000000
2500000
Politiken Bt Ekstrabladet tv2.dk Dagens dr.dk
WHO IS «BEST» AT GETTING FACEBOOK-TRAFFIC IN
DENMARK?
USING THE RATIO LIKES/TRAFFIC
TRAFFIC NUMBERS FROM FDIM
SHARES / SESSION (FDIM)
-
0,02
0,04
0,06
0,08
0,10
0,12
0,14
Politiken Bt Ekstrabladet tv2.dk Dagens dr.dk
EKSTRABLADET VS DAGENS
0%
10%
20%
30%
40%
50%
60%
70%
Ekstrabladet
Dagens
1
2
Measuring effectivness of content marketing in Google Analytics
Using Facebook Graph API to understand your content and your competition
SUMMARY
3
Combine the two
ANY QUESTIONS?
