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Was that post a success?
Benchmarking Content Performance
SearchLove in Boston on June 11, 2019
@derek_gleason
@derek_gleason
Part 1: The problem
@derek_gleason
Part 1: The problem
Part 2: Reporting
@derek_gleason
Part 1: The problem
Part 2: Reporting
Part 3: Research
The problem
Part 1
@derek_gleason
@derek_gleason
Was that post a success?
Links, Shares, Traffic*
*Comments and conversions, too
@derek_gleason
53 referring domains + 102 social shares
@derek_gleason
580 posts on TheRinger.com
earned more shares in 2019.
@derek_gleason
1,900 this year.
@derek_gleason
More shares than 70% of posts.
@derek_gleason
More shares than 70% of posts.
More links than 97% of posts.
@derek_gleason
53 RDs + 102 social shares
SUCCESS
@derek_gleason
Without context, we have one KPI.
@derek_gleason
More.
@derek_gleason
Up and to the right
@derek_gleason
up and to the right
@derek_gleason
up and to the right
@derek_gleason
You can survive for a while.
@derek_gleason
@derek_gleason
@derek_gleason
But eventually
@derek_gleason
@derek_gleason
@derek_gleason
The environment
@derek_gleason
1. .
@derek_gleason
2. -volume
opportunities.
@derek_gleason
3. Some channels ( + )
.
@derek_gleason
We need a valid way
to measure performance.
@derek_gleason
We need a relative way
to measure performance.
@derek_gleason
We need a sustainable way
to measure performance.
Benchmarking content
performance for reporting
Part 2
@derek_gleason
Quartile dashboard.
Q1 Q2 Q3 Q4
@derek_gleason
Q1 Q2 Q3 Q4
Median
@derek_gleason
Q1
Worse than 75% of posts
@derek_gleason
Q2
Better than 25%, worse than 50%
@derek_gleason
Q3
Better than 50%, worse than 25%
@derek_gleason
Q4
Better than 75%
@derek_gleason
Q1 Q2 Q3 Q4
@derek_gleason
Q1 Q2 Q3 Q4
@derek_gleason
0
Q1 Q2 Q3 Q4
@derek_gleason
45 1200 15
Q1 Q2 Q3 Q4
@derek_gleason
45 120 15,0000 15
Q1 Q2 Q3 Q4
@derek_gleason
120 15,000
Q1 Q2 Q3 Q4
Interquartile range (IQR)
@derek_gleason
Q1 Q2 Q3
Inner fence = Q3 + (1.5 x IQR)
Q4
IF
@derek_gleason
Outer fence = Q3 + (3 x IQR)
Q3 Q4
IF OF
@derek_gleason
@derek_gleason
@derek_gleason
@derek_gleason
SearchLove Boston 2019 - Derek Gleason - Benchmarking Success for Client Sites, Competitors, and Industries
@derek_gleason
every post.
@derek_gleason
@derek_gleason
@derek_gleason
Which posts improved the prior average?
@derek_gleason
@derek_gleason
@derek_gleason
0
shares
3 12 6 20
26 32 45 41 84
77 65 62 57 51
@derek_gleason
0
shares
3 12 6 20
26 32 45 41 84
77 65 62 57 51
@derek_gleason
0
shares
3 12 6 20
26 32 45 41 84
77 65 62 57 51
@derek_gleason
0
shares
3 12 6 20
26 32 45 41 84
77 65 62 57 51
@derek_gleason
Change-point analysis.
1. Metric you care about;
2. Order of publication.
@derek_gleason
A = Metric you care about.
B = Change-point value (CUSUM)
B1 = 0
B2 = B1 + (A2-AVERAGE(A:A))
B3 = B2 + (A3-AVERAGE(A:A))
B4 = B3 + (A4-AVERAGE(A:A))
@derek_gleason
@derek_gleason
@derek_gleason
@derek_gleason
@derek_gleason
@derek_gleason
@derek_gleason
@derek_gleason
@derek_gleason
@derek_gleason
@derek_gleason
@derek_gleason
@derek_gleason
But what about C-Suite goals?
@derek_gleason
1. $$$
2. Brand
@derek_gleason
1. Do you have the data?
@derek_gleason
Great!
@derek_gleason
Too bad.
@derek_gleason
2. Brand-query tracking.
@derek_gleason
.
@derek_gleason
MetaPrescription
@derek_gleason
We need to be a
@derek_gleason
We want an industry-
@derek_gleason
Okay.
@derek_gleason
Everything is fine.
@derek_gleason
.
@derek_gleason
@derek_gleason
Tool
Brand search
volume
SEMRush 84,000
Moz 39,000
Ahrefs 33,000
@derek_gleason
Tool
Brand + blog
search volume
Moz 2,300
Ahrefs 250
SEMRush 100
@derek_gleason
Tool
Brand search
volume
Brand + blog
search volume
%
Moz 39,000 2,300 5.90%
Ahrefs 33,000 250 0.76%
SEMRush 84,000 100 0.12%
SEMRush
Ahrefs
Moz
@derek_gleason
SEMRush
Ahrefs
Moz
@derek_gleason
MetaPrescription
Benchmarking content
performance for research
Part 3
@derek_gleason
Was that post a success?
Which post was a bigger success?
@derek_gleason
@derek_gleason
@derek_gleason
132 RDs
1k shares
@derek_gleason
132 RDs
1k shares
96 RDs
484 shares
@derek_gleason
1 in 4 posts
outperforms it
@derek_gleason
1 in 4 posts
outperforms it
Top-performing post
of all time
@derek_gleason
@derek_gleason
@derek_gleason
@derek_gleason
@derek_gleason
@derek_gleason
Correlation studies assume that
100% of the outcome is based on the post.
@derek_gleason
But most of the outcome
depends on the site.
@derek_gleason
@derek_gleason
The lowest Domain Rating
among the top 20?
@derek_gleason
83
@derek_gleason
We want to pay less attention to
mediocre content on great sites...
@derek_gleason
and more attention to
great content on any site.
@derek_gleason
Great content outperforms
the average for a given site.
@derek_gleason
Wins above replacement (WAR).
@derek_gleason
@derek_gleason
@derek_gleason
If this post were replaced with an average
post from the site
@derek_gleason
Links above replacement (LAR).
@derek_gleason
Shares above replacement (SAR).
@derek_gleason
Comments above replacement (SAR).
@derek_gleason
[Fav metric] above replacement.
@derek_gleason
Links above replacement (LAR).
@derek_gleason
ahrefs.com
bounteous.com
briggsby.com
kevin-indig.com
mariehaynes.com
searchwilderness.com
@derek_gleason
SearchLove Boston 2019 - Derek Gleason - Benchmarking Success for Client Sites, Competitors, and Industries
Standard accounting: Top 50 posts
ahrefs.com = 92%
briggsby.com = 6%
mariehaynes.com = 2%
bounteous.com= 0%
kevin-indig.com = 0%
searchwilderness.com = 0%
Links to a post
@derek_gleason
average links per post
LAR =
SearchLove Boston 2019 - Derek Gleason - Benchmarking Success for Client Sites, Competitors, and Industries
LAR: Top 50 posts
bounteous.com= 42%
ahrefs.com = 28%
mariehaynes.com = 10%
searchwilderness.com = 8%
kevin-indig.com = 6%
briggsby.com = 6%
SearchLove Boston 2019 - Derek Gleason - Benchmarking Success for Client Sites, Competitors, and Industries
hundreds of sites?
@derek_gleason
Back-of-the-napkin LAR.
@derek_gleason
marketing research
@derek_gleason
SearchLove Boston 2019 - Derek Gleason - Benchmarking Success for Client Sites, Competitors, and Industries
SearchLove Boston 2019 - Derek Gleason - Benchmarking Success for Client Sites, Competitors, and Industries
12 domains
Average DR = 86
Links to a post
@derek_gleason
Total links to the domain
bLAR =
@derek_gleason
Filter for RDs.
@derek_gleason
Filter for RDs.
Sort by %.
@derek_gleason
@derek_gleason
@derek_gleason
21 domains
Average DR = 78
But what if we want to control for time?
@derek_gleason
Change-point analysis.
@derek_gleason
25 SEO blogs
What created strong communities?
@derek_gleason
You may get dozens of comments now.
But how did you get there?
@derek_gleason
Change-point analysis
to identify big winners.
@derek_gleason
The difference between
two CUSUM values is the slope.
@derek_gleason
The largest positive slope is the
most above-average performer.
@derek_gleason
@derek_gleason
How do we go beyond one-hit wonders?
@derek_gleason
Change-point analysis
to identify growth periods.
@derek_gleason
When was a series of posts consistently
outperforming the average?
@derek_gleason
SearchLove Boston 2019 - Derek Gleason - Benchmarking Success for Client Sites, Competitors, and Industries
Was that post a success?
@derek_gleason
Will that post be a success?
@derek_gleason
. Thanks.
@derek_gleason
What did we just talk about?
1. Create a quartile dashboard.
2. Use change-point analysis to find growth periods,
big winners.
3. Measure progress toward C-Suite goals via brand
search volume.
4. Use LAR, SAR, etc. to control for website strength.
How to benchmark content marketing performance
@derek_gleason
Quartile dashboard sheet.
Change-point analysis sheet.
Resources
@derek_gleason

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