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June 2023

2. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Wayne Cichanski, VP Search & Site Experience
28+ year career in digital marketing, with 10 years at the brand level & 18+ years
at the agency level. Last 9 years in financial services & insurance.
• Digital solutions executive
• Search before Google launched
• UX, Development, Search, Data
• Search & Site Experience
Wayne.C@iquanti.com
https://www.linkedin.com/in/waynecichanski/

3. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Rayan Nahas, VP Channel Partnerships, Conductor
8+ years career in go-to-market strategy and partnerships. Extensive experience
in marketing, media, and advertising.
• Passionate about content and consumer engagement
• Experience with broadcast, OOH, and digital media
• Focus on utility formats: SEO & AR
• Partnerships with agencies and technology providers
rnahas@conductor.com
https://www.linkedin.com/in/rayannahas/

4. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Rachel Schardt, Customer Success Manager, Conductor
7+ years career in SEO, Design and Client Services. Passionate about SEO
Education and working with Solopreneurs to Large Enterprises.
• Passion for Problem Solving & CX
• Multi-channel marketing experience
• Founded Rachel Schardt Design
• Great love for the Arts and Yoga
rschardt@conductor.com
https://www.linkedin.com/in/rachelschardt/

5. This document and the information in it are provided in confidence, and may not be disclosed to any third party.

6. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Email
Web
Social
PDF
Direct Mail
Video
TV
Audio
Many Types of
Content

7. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Email
Web
Social
PDF
Direct Mail
Video
TV
Audio
Many Types of
Content

8. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
The Content Isn’t Working

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The Page Has No Traffic

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The Page Is Not Converting

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How Do You Know if the
Content is Working?

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A QUICK POLL:
How do you measure your content’s effectiveness?
a. Traffic
b. Conversion
c. Engagement
d. Others
e. I don’t know, that’s why I am here!

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Standard KPIs
When considering content performance, a few critical metrics come to mind
Traffic Conversion
Keywords Ranking Share of Voice

14. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Standard KPIs
When considering content performance, a few critical metrics come to mind
Traffic Conversion
Keywords Ranking Share of Voice
Do not capture the complete value and impact of Content

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Broader Perspective
Discuss seven additional factors to measure content effectiveness
Consumer Demand & Volume Topical Journey
Content Depth Content Relevancy
Tonality & Voice Engagement
Influenced & Direct CVR

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1. Consumer Demand & Search Volume
Let the data show you the way
• Build content based on
consumer demand

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1. Consumer Demand & Search Volume
Let the data show you the way
• Build content based on
consumer demand
• Locate the content
clusters that consumers
are searching for

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2. Topical Journey Coverage
Do you have content across each stage of the user journey?
What is Equity
Mutual Fund?
When to invest
in Equity Mutual
Fund?
Staying invested
during volatile
markets
Types of Equity
Mutual Funds
Investing in
Equity Mutual
Funds
Equity Mutual
fund
performance
Awareness Interest Consideration Decision Loyalty Advocacy
Content Cluster: Mutual Funds

19. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
2. Topical Journey Coverage
Do you have content across each stage of the user journey?
What is Equity
Mutual Fund?
When to invest
in Equity Mutual
Fund?
Staying invested
during volatile
markets
Types of Equity
Mutual Funds
Investing in
Equity Mutual
Funds
Equity Mutual
fund
performance
Awareness Interest Consideration Decision Loyalty Advocacy
Content Cluster: Mutual Funds
Missing Asset Missing Asset

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3. Content Depth
Measure the depth of your content across each topic
Consideration
24MM Annual Search Demand
Topic Identified: 87
Awareness
18MM Annual Search Demand
Topic Identified - 118
Comparison
12MM Annual Search Demand
Topic Identified: 91
Purchase
7 Annual Search
Demand
Topic Identified: 46
Path to purchase Topical Depth Volume Coverage
50.0%
28.9%
Your Site Competitor
48.6%
27.5%

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3. Content Depth
Measure the depth of your content across each topic
Consideration
24MM Annual Search Demand
Topic Identified: 87
Awareness
18MM Annual Search Demand
Topic Identified - 118
Comparison
12MM Annual Search Demand
Topic Identified: 91
Purchase
7 Annual Search
Demand
Topic Identified: 46
Path to purchase Topical Depth Volume Coverage
50.0%
28.9%
Your Site Competitor
41.2% 52.7%
48.6%
27.5%
15.3% 52.5%

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3. Content Depth
Measure the depth of your content across each topic
Consideration
24MM Annual Search Demand
Topic Identified: 87
Awareness
18MM Annual Search Demand
Topic Identified - 118
Comparison
12MM Annual Search Demand
Topic Identified: 91
Purchase
7 Annual Search
Demand
Topic Identified: 46
Path to purchase Topical Depth Volume Coverage
50.0%
28.9%
Your Site Competitor
41.2% 52.7%
52.1%
44.2%
50.6%
46.9%
48.6%
27.5%
15.3% 52.5%
63.6%
17.4%
24.8% 56.4%

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4. Content Relevancy
How relevant is your content compared to your competition?
Topic Cluster Relevancy
“Personal Loans LOB”
71%
82%
32%

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4. Content Relevancy
How relevant is your content compared to your competition?
Topic Cluster Relevancy Page Relevance
53%
97%
77%
“Personal Loans ~ ASV 726K”
“Personal Loans LOB”
71%
82%
32%

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5. Tonality and Voice
Does the tonality and voice of your content match your audience?
• Know your audience
• Speak in terminology they understand
• Make sure your images support the
copy
• Keep the consistency across all
channels

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6. Engagement Metrics
Measuring user engagement drives critical insights
Sessions per User
Scroll Depth
Path to Acquisition
Bounce Rate
Return Vs New
Time on Page

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7. Influenced & Direct Conversions
Do you know which pieces of content influenced the direct conversion?
Direct
Conversion
Rate
4%
$
Blog Page
Product Page
Blog Page

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7. Influenced & Direct Conversions
Do you know which pieces of content influenced the direct conversion?
Track, Measure & Calculate
the traffic that influences the
direct conversion rate.
Direct
Conversion
Rate
4%
$
Influenced
Conversion
Rate
9%
Blog Page
Product Page
Blog Page

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Conclusion
Measuring content goes beyond baseline performance metrics
7 Key Metrics
Standard KPIs
• Traffic
• Conversion
• Keywords Ranking
• Share of Voice
• Consumer Demand & Volume
• Topical Journey
• Content Depth
• Content Relevancy
• Tonality & Voice
• Engagement
• Influenced & Direct CVR

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31
Thank You