Brand health measures how your digital audience feels about you. In our first post, we covered how we can measure this through engagement metrics. For this post, we’ll focus on how to measure this with the audience growth metrics below: - Paid vs. Organic Search Traffic - Social Shares/Followers - Share of Voice/Offsite SEO

1. How to Measure Brand Health with
Content Marketing Audience
Growth Metrics

2. If you’re like most
brands, you probably
promote yourself too much.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

3. (and we tune you out)
BRAND AWARENESS BRAND HEALTH CONVERSIONS

4. David Beebe
Vice President of Global Creative + Content Marketing, Marriott International
Content marketing is like a first date.
If all you do is talk about yourself, there
won’t be a second date.
”
“
BRAND AWARENESS BRAND HEALTH CONVERSIONS

5. BRAND AWARENESS BRAND HEALTH CONVERSIONS
LET PEOPLE GET TO…
1 KNOW YOUR BRAND

6. BRAND AWARENESS BRAND HEALTH CONVERSIONS
LET PEOPLE GET TO…
1 KNOW YOUR BRAND
2 LIKE YOUR BRAND

7. LET PEOPLE GET TO…
1 KNOW YOUR BRAND
2 LIKE YOUR BRAND
3 TRUST YOUR BRAND ENOUGH TO BUY FROM YOU
BRAND AWARENESS BRAND HEALTH CONVERSIONS

8. Brand health measures how your
digital audience feels about you.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

9. What “they” say about you.
WHAT TO MEASURE : AUDIENCE GROWTH
PAID VS. ORGANIC
SEARCH TRAFFIC
SOCIAL SHARES/
FOLLOWERS
SHARE OF VOICE/
OFFSITE SEO
Users who have subscribed to updates
on your brand’s social accounts.
Search traffic your site receives from
paid search advertisements versus traffic
due to a high organic search ranking.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

10. What “they” say about you.
WHAT TO MEASURE : AUDIENCE GROWTH
PAID VS. ORGANIC
SEARCH TRAFFIC
SOCIAL SHARES/
FOLLOWERS
SHARE OF VOICE/
OFFSITE SEO
Users who have subscribed to updates
on your brand’s social accounts.
Search traffic your site receives from
paid search advertisements versus traffic
due to a high organic search ranking.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

11. What “they” say about you.
WHAT TO MEASURE : AUDIENCE GROWTH
PAID VS. ORGANIC
SEARCH TRAFFIC
SOCIAL SHARES/
FOLLOWERS
SHARE OF VOICE/
OFFSITE SEO
Users who have subscribed to updates
on your brand’s social accounts.
Search traffic your site receives from
paid search advertisements versus traffic
due to a high organic search ranking.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

12. BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCULATE THE VALUE OF:
PAID VS. ORGANIC SEARCH TRAFFIC

13. Content marketing allows you to gain
additional reach, engagement and conversion
without having to pay for it.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

14. Content marketing allows you to gain
additional reach, engagement and conversion
without having to pay for it.
You can literally earn your audience’s
attention vs. buying it.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

15. Organic search traffic can be
calculated easily via Google Analytics.
1 Go to Acquisition
2 Campaigns
3 Organic Keywords
BRAND AWARENESS BRAND HEALTH CONVERSIONS

16. You will then see the keywords
people have used to find your
website and the number of visits
and percentage of overall visits you
have received from each keyword.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

17. You will then see the keywords
people have used to find your
website and the number of visits
and percentage of overall visits you
have received from each keyword.
In this example, the site has received
359,953 visits from organic search
traffic, totaling 25% of overall traffic.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

18. Next we want to see how much paid traffic we’re
receiving, which we can also find in Google Analytics’
‘Paid Keywords.’
In this example, let’s say we spend
$100,000 on paid search traffic for 1,078,779 visits.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

19. Based on those numbers and percentages, we can calculate the value of that organic traffic.
In this example, let’s say we spend $100,000 on paid search traffic.
1,078,779 359,593
$100,000 X
CROSS MULTIPLY & DIVIDE TO FIND “X”
BRAND AWARENESS BRAND HEALTH CONVERSIONS

20. Based on those numbers and percentages, we can calculate the value of that organic traffic.
In this example, let’s say we spend $100,000 on paid search traffic.
1,078,779 359,593
$100,000 X
CROSS MULTIPLY & DIVIDE TO FIND “X”
ALGEBRA DOES COME IN HANDY!
BRAND AWARENESS BRAND HEALTH CONVERSIONS

21. Based on those numbers and percentages, we can calculate the value of that organic traffic.
In this example, let’s say we spend $100,000 on paid search traffic.
1,078,779 359,593
$100,000 X
CROSS MULTIPLY & DIVIDE TO FIND “X”
ALGEBRA DOES COME IN HANDY!
PAID ORGANIC
TRAFFIC
PERCENTAGE 75% 25%
TOTAL TRAFFIC 1,078,779 359,593
COST/VALUE $100,000 $33,333
ORGANIC SEARCH TRAFFIC IS WORTH $33,333
BRAND AWARENESS BRAND HEALTH CONVERSIONS

22. BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCULATE THE VALUE OF:
SOCIAL SHARES + FOLLOWERS

23. While social shares can be seen as an
engagement metric, but should be quantified
as a free source of distribution and reach.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

24. Let’s say you spend $1,000 on paid social distribution
and reached 5,000 viewers.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

25. BRAND AWARENESS BRAND HEALTH CONVERSIONS
Let’s say you spend $1,000 on paid social distribution
and reached 5,000 viewers.
For this campaign, each view was worth $0.20 ($1,000/5000).

26. BRAND AWARENESS BRAND HEALTH CONVERSIONS
Let’s say you spend $1,000 on paid social distribution
and reached 5,000 viewers.
For this campaign, each view was worth $0.20 ($1,000/5000).
Now let’s say a social post was shared organically
by your followers and reached 500 viewers.

27. Let’s say you spend $1,000 on paid social distribution
and reached 5,000 viewers.
For this campaign, each view was worth $0.20 ($1,000/5000).
Now let’s say a social post was shared organically
by your followers and reached 500 viewers.
Based on the value of each view from our paid distribution,
we can also value our 500 organic views at $0.20 each, or $100 total.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

28. Brands should also track if their social follower
growth positively correlates with their total
number of shares.
If it does, this would indicate that your organic
social shares are reaching the right audience
for your brand.
BRAND AWARENESS BRAND HEALTH CONVERSIONS

29. BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCUALTE THE VALUE OF:
SHARE OF VOICE/OFFSITE SEO

30. Google has stated that it uses more than
200 factors to rank a web page, but which are
the most important?
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
BRAND AWARENESS BRAND HEALTH CONVERSIONS

31. There is one thing virtually all SEO experts agree
upon: The number and quality of links coming into
your site is near the top of the list.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,

32. So how can you measure your off-site SEO?
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,

33. So how can you measure your off-site SEO?
• Measure your inbound links and their value. An easy way to do this is by plugging your site
URL into Open Site Explorer. (https://moz.com/researchtools/ose/)
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,

34. So how can you measure your off-site SEO?
• Measure your inbound links and their value. An easy way to do this is by plugging your site
URL into Open Site Explorer. (https://moz.com/researchtools/ose/)
• With this tool, you can see all inbound links, see your top-linked pages, sort by linking
domains, see the anchor text other sites use to link to you.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,

35. So how can you measure your off-site SEO?
• Measure your inbound links and their value. An easy way to do this is by plugging your site
URL into Open Site Explorer. (https://moz.com/researchtools/ose/)
• With this tool, you can see all inbound links, see your top-linked pages, sort by linking
domains, see the anchor text other sites use to link to you.
• Do the same with your competitors’ sites and compare
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,

36. BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
What to do with this data?

37. BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
What to do with this data?
• Scan your highest-authority inbound links for opportunity to get other similar links

38. BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
What to do with this data?
• Scan your highest-authority inbound links for opportunity to get other similar links
• Scan your competitors’ highest-authority inbound links. Can you get those links too, or do
they provide ideas for getting similar links?

39. BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
What to do with this data?
• Scan your highest-authority inbound links for opportunity to get other similar links
• Scan your competitors’ highest-authority inbound links. Can you get those links too, or do
they provide ideas for getting similar links?
• Inbound links from non-profit (.org) and education (.edu) sites are especially powerful

40. BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
What to do with this data?
• Scan your highest-authority inbound links for opportunity to get other similar links
• Scan your competitors’ highest-authority inbound links. Can you get those links too, or do
they provide ideas for getting similar links?
• Inbound links from non-profit (.org) and education (.edu) sites are especially powerful
• Build your inbound links gradually. Google algorithms will notice, and may penalize a quick
accumulation of links

41. WANT TO LEARN MORE?
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marketing growth engine. From ongoing support and
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and workshops, we’ll set your brand up for success.

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