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Creating a Content Feedback Loop from Search & Social

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Sure, we build a lot of content for SEO & Social Media, in this presentation, I go over some quick and easy ways to start measuring that content's efficacy and how to build a process to measure, revise and re-launch it.

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Creating a Content Feedback Loop from Search & Social

  1. 1. CLOSING THE CONTENT FEEDBACK LOOP How to make data-driven decisions by measuring content effectiveness JP Sherman Red Hat Manager of Search & Findability Pubcon Vegas, 2017
  2. 2. WHO AM I & WHAT DO I DO?  I’m JP Sherman (@jpsherman)  I started search in 1998 as a PSYOP in US Army Special Operations (A)  I’ve done agency & in-house  I studied evolutionary biology  I used to call myself an SEO  Now, I run findability for Red Hat  That means I work directly in the guts of a search engine where I influence  Relevancy, Ranking, UI/UX, SERP Design & Human Behavior
  3. 3. DO YOU KNOW THE BEST PIECE OF CONTENT YOU HAVE? HOW ABOUT THE WORST?
  4. 4. WE ALL HAVE DATA FOR OUR CONTENT NOT ENOUGH OF US EXECUTE ON THE “LOOP” PART
  5. 5. WHAT’S A CONTENT FEEDBACK LOOP? Measure. Analyze. Modify. Release. Repeat Measure ModifyCapture Source or Channel
  6. 6. WHAT’S A CONTENT FEEDBACK LOOP? Measure. Analyze. Modify. Release. Repeat Repeat Celebrate Responsibly Release
  7. 7. CAPTURING CONTENT SOURCES
  8. 8. HOW TO CAPTURE CONTENT SOURCES A quick guide on how to capture source for content Natural Search Email MobileSocial
  9. 9. HOW TO CAPTURE CONTENT SOURCES A quick guide on how to capture source for content Natural Search – Use Referrer &utm_medium (email) &utm_source (email_promo) Mobile – Use Mobile Referrer &utm_medium (social) &utm_source (select network)
  10. 10. NOW YOU HAVE BUCKETS OF CONTENT! Now it’s time to add some data. Inside each of these categories is the content sourced from these channels. Natural Search Socia l Emai l Mobile Paid Search Affiliate
  11. 11. LETS DUMP ONE OF THOSE BUCKETS OUT See what’s inside Organize Key Performance Indicators Each channel will have unique KPIs that your organization will consider critical. Organize that information to see efficacy of channel. 1000 Pieces of Content  400 Facebook  100 Abandons  140 Cart Adds  75 $Conversions  100 Email Signups  Cost Per Acquisition  200 Content Consumption  300 Twitter  200 Instagram  100 YouTube
  12. 12. THAT’S A LOT OF NUMBERS, WHAT DOES IT MEAN? I generally start with looking at the cost per acquisition - CPA Consider the fact that you’re going to spend money & time on content campaigns. CPA will give you a good idea of where to spend budget. Natural Search Socia l Emai l Mobile Paid Search Affiliate CPA = $3.50 CPA = $4.25 CPA = $7.50 CPA = $5.75 CPA = $6.50 CPA = $8.75
  13. 13. MEASURE CONTENT EFFECTIVENESS VISITS BUDGET CR% #SALES $SALES $AVG ORDER $CPV $CPA SEO 21,578 $1,500.00 2.37% 512 $23,000.00 $44.92 $0.07 $0.34 PPC 154,287 $2,000.00 0.66% 1014 $12,555.00 $12.38 $0.01 $0.51 SOCIAL 97,241 $858.00 0.60% 585 $15,000.00 $25.64 $0.01 $0.68 EMAIL 23,588 $699.00 0.11% 25 $4,000.00 $160.00 $0.03 $0.04 MOBILE 89,474 $7,874.00 0.83% 741 $12,000.00 $16.19 $0.09 $0.09 AFFILIATE 201,474 $3,632.00 0.43% 858 $5,200.00 $6.06 $0.02 $0.24 VIDEO 77,258 $4,747.00 1.30% 1001 $6,800.00 $6.79 $0.06 $0.21
  14. 14. ARE YOU ALREADY DOING THIS? Setup Tracking for eCommerce Setup & Import Cost Data Setup Goal Conversion Tracking Ecommerce Data Goals in GA Cost Data in GA You’ll Need at Least 60 Days Historical Data If not, that’s not a problem. You’ll need to have a few things ready to start tracking it.
  15. 15. FLIP IT & LOOK AT IT FROM CONTENT’S POINT OF VIEW
  16. 16. LETS LOOK AT HOW CONTENT CAN BE MEASURED ONSITE SEARC H KW SITE- SEARC H VISITS CR% ARTICLE 1 KW1 1200 2.52% KW2 1700 0.90% KW3 2400 3.14% KW4 3200 1.90% KW5 4000 0.07% KW6 300 2.10% 30.24 THIS IS WHERE WE LOOK AT THE RATIO OF VISITS TO CONVERSIONS 15.3 75.36 60.8 2.8 6.3 NOT BAD, CAN IMPROVE POOR PERFORMANCE GOOD PERFORMANCE POOR PERFORMANCE POOR PERFORMANCE GOOD PERFORMANCE
  17. 17. HIGH VOLUME LOW CONVERSION RE-RELEASE & MEASURE OPTIMIZE CONTENT HOW DO WE USE THIS INFORMATION? There’s a lot you can learn from looking at the contextual data from content Different keywords can have different outcomes – ask yourself “is this a good page for a user for this keyword phrase?”
  18. 18. VOLUME AGNOSTIC GOOD CONVERSION RE-RELEASE & MEASURE OPTIMIZE FOR CONVERSIONS HOW DO WE USE THIS INFORMATION? There’s a lot you can learn from looking at the contextual data from content Different keywords can have different outcomes – ask yourself “what is it about this page that seems to match the intent of the user?”
  19. 19. LETS LOOK AT HOW CONTENT CAN BE MEASURED ONSITE SEARC H KW SITE- SEARC H VISITS CR% ARTICLE 1 KW1 1200 2.52% KW2 1700 0.90% KW3 2400 3.14% KW4 3200 1.90% KW5 4000 0.07% KW6 300 2.10% IF CONVERSION IS LESS THAN ~10% FIRST, LOOK AT THE KW THAT DELIVER VIEWS START THE PROCESS TO REVIEW AND MODIFY CONTENT REVIEW THE CONTENT FOR RELEVANCY IF KW ISN’T RELEVANT, MODIFY TO RANK LOWER IF KW IS RELEVANT, MODIFY FOR KPI ADD THIS PROCESS TO CONTENT CREATION THE GOAL IS TO FIND CONTENT THAT NEEDS TO BE REVISED FOR GREATER USER RELEVANCY
  20. 20. USE THIS INFORMATION TO MAKE INCREMENTAL IMPROVEMENTS TO CONTENT
  21. 21. THE ONLY HARD PART IS CONSISTENCY
  22. 22. QUESTIONS?
  23. 23. twitter.com/jpsherman THANK YOU IF YOU SEE ME AROUND, PLEASE FEEL FREE TO ASK ME QUESTIONS.

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