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Measuring & Evaluating Content Strategies
August 2015
Matthew Edgar Elementive Marketing Solutions
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
How Do You Measure Content Marketing?
There is a lot to content…
• Strategy formation • Defining goals & objectives • Competitive research • Personas • Content inventory • Information architecture • Customer journeys • Gap analysis
How do you measure the content you already have?
• Analyze existing content
• Prove the worth of your content
• Find new opportunities & problems
Why did we spend all this money on that content in the first place? Why do we want to spend more?
Content is just A typical business view:
“It’s about conversions more
than usability.”
It’s about conversions AND usability.
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
How to Think About Content
Content Framework
ENGAGEMENT Moves people from being
interested to ready to buy.
RETENTION Making meaningful
connections with current customers.
Measuring Content
WHAT TO MEASURE
What to measure
How many people know about you? Visits, views, impressions
What to measure
How many people want to learn more? Read rate, watch videos, email opens
What to measure
How many people interacted? Shares, links, comments, connections, clicks
What to measure
Are people convinced? Mental state? Content paths understood?
What to measure
Are people converting? Purchases, leads
What to measure
How are repeat & referral levels? Churn rate, retention rate, referral volume
HOW TO MEASURE
AWARENESS How many people know
about you?
Google Analytics
Analytics: Audience Overview
Analytics: Audience Overview
Analytics: Traffic Sources
Analytics: Landing Pages
Google Search Console
Console: Search Analytics
Console: Search Queries
List of keywords (hidden for privacy)
Console: Pages
List of URLs (hidden for privacy)
INTEREST How many people want to
learn more?
Google Analytics
Analytics: All Pages Report
Analytics: Average Time on Page
Analytics: Exit Rate
Analytics: Event Tracking
Crazy Egg
Scroll Map
The scroll map shows which parts of the page are viewed most often by your visitors.
ENGAGEMENT How many people
interacted?
Google Analytics
Pages: Navigation Summary
Pages: Navigation Summary
Crazy Egg
Heatmap
The heat map is a visualization of where your visitors are clicking.
Add This
Track Shares
DESIRE Are people convinced?
Usability Testing
What is usability testing?
• Observe real people interacting with your content.
What is usability testing?
• Observe real people interacting with your content.
• Observe performance of tasks & measure related to desire.
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.
To Measure Desire What convinced users
enough to buy?
To Measure Desire Where are user pain
points?
Usability: Task Completions
Usability: Task Completion Time
Usability Test: Understanding
Usability Test: Reading Ease
Perception Testing
What is Perception Testing?
• A perception test measures an individual’s understanding or reaction to different aspects of your business, including content.
Perception test can measure…
• Whether or not customers are perceiving your content in the right way
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.
Perception test results
15%
15%
70%
Question Asked: What Product Do You Think This Company Sells?
Correct
Partial
Incorrect
Perception test results
45%
25%
30%
Question Asked: Did the Website Appear Trustworthy?
Positive
Nuetral
Negative
Action Are people converting?
Google Analytics
Goals Overview
Goals Attribution
Goals Attribution
Retention How are repeat & referral
levels?
Google Analytics
Direct Traffic
Other Ways To Measure Retention
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?
Tracking Everything
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
