How to Measure Your Content Metrics and Costs

How to Measure Your Content
Ashley Ward
Digital Marketing Strategist, SEMrush
@AshleyMadhatter • #CMWorld

2
SEO
Keyword Magic Tool
On Page SEO checker
Site / Backlink Audit
Position Tracking
SEO content Template
Link Building Tool
Sensor
PPC
Ads Builder
Keyword Magic
Advertising research
Display Advertising
PLA Research
Competitor
Analysis
Position Tracking
Keyword Gap
Backlink Gap
Traffic Analytics
Advertising Research
Social
Media
Social Media Tracker
Social Media Poster
Marketing Calendar
Brand Monitoring
Content
Content Audit
Topic Research
SEO Content Template
Marketing Calendar
Brand Monitoring
SEO Writing Assistant

P O W E R
3
F o r b e s
88% of marketers integrate content
into their marketing strategies.
@ A S H L E Y M A D H A T T E R @AshleyMadhatter • #CMWorld@AshleyMadhatter • #CMWorld

P O W E R
4
C M I
But, 57% of marketers are struggling to
measure their content marketing strategies.

@ A S H L E Y M A D H A T T E R @AshleyMadhatter • #CMWorld
Are you struggling to measure your content?

@ A S H L E Y M A D H A T T E R
6
Let’s figure it out, together.
C O N T E N T M E T R I C S C O N T E N T C O S T S G E T T I N G A R E T U R NW H Y M E AS U R E
1 2 3 4
F I N A L T I P S
5
@AshleyMadhatter • #CMWorld@AshleyMadhatter • #CMWorld

P O W E R
7
Why should you
measure content?

You Can Try New
Content Types
8
Expert Advice learning library
5.5 minutes

9
5.5 minutes
You Can Try New
Content Types

10
5.5 minutes
You Can Try New
Content Types

1 million views
> >
11

P O W E R
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What data do you have?

P O W E R
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1. Audit Your Own Data

Pro’s to Auditing Your Content:
W h a t w a s t h e
t o p i c ?
W h a t k i n d o f
c o n t e n t i s i t ?
W a s i t h o w - t o ,
l i s t i c l e , e t c ?

Pro’s to Auditing Your Content:
W h a t w a s t h e
t o p i c ?
W h a t k i n d o f
c o n t e n t i s i t ?
W a s i t h o w - t o ,
l i s t i c l e , e t c ?
W h o w a s t h e
a u t h o r ?
H o w d i d y o u
s h a r e i t ?
H o w l o n g h a s i t
b e e n p u b l i s h e d ?

P O W E R

P O W E R
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Which metrics should be on
your spreadsheet?

09:00
pm
M a y 2 6 t h 2 0 1 3
STURDAY

@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
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User
Behavior
Find user behavior
metrics using:
• SEMrush Content Analyzer
• Google Analytics
• CrazyEgg

Engagement
Find user engagement
metrics using:
• Social media platform analytics
• SEMrush Social Media Tracker
• Mention
21

Engagement
Find user engagement
metrics using:
• Social media platform analytics
• SEMrush Social Media Tracker
• Mention
22

SEO
Metrics
Find SEO metrics using:
• Google Analytics
• Google Webmaster Tools
• SEMrush On Page SEO Tracker
• SEMrush Domain Analytics
• Google Trends
24

Company
Revenue
Find company revenue:
• Track the number of returning users
in Google Analytics
26

Company
Revenue
in Google Analytics
• Check CRM for new leads / existing
leads
27

Company
Revenue
in Google Analytics
• Check CRM for new leads / existing
leads
• Conversion rate = Conversions /
clicks
28

Content
Production
Metrics
• How long did it take to:
• Create the content
• Publish the content
29

Content
Production
Metrics
• How many employees did it take
to produce the content?
30

Content
Production
Metrics
• How many employees did it take
to produce the content?
• How much time does the content
need before you could measure?
31

P O W E R
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2. Your Competitor’s Data

33
Who is leading in
your industry?
1. Most Searched

34
Who is leading in
your industry?
1. Most Searched
2. Most Traffic

35
Who is leading in
your industry?
1. Most Searched
2. Most Traffic
3. Most Popular
On all varieties

P O W E R
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Tips When Analyzing
Your Metrics

Change
Things Up For
New Results
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1. A/B Test
2. Avoid throwing out
content types until all channels
have been tested.

Define Your
Key Metrics
Not all metrics are the same for all
content types.
Key metrics for blog posts:
Key metrics for podcasts:
38
Website traffic, new users,
bounce rate
Listening length, new
subscribers, shares

Know Which
Metrics Matter
Shares:
Just because it’s shared doesn’t
mean it’s read
39

Know Which
Metrics Matter
Shares:
mean it’s read
Time on Page:
Need to make lunch while the blog
post is open?
40

Know Which
Metrics Matter
Shares:
mean it’s read
Time on Page:
Need to make lunch while the blog
post is open?
Pageviews:
Clickbait can skew page view metrics
41

Wow Score
Use Wow-Score to determine
accurate metrics like content ratings:
• Active users’ reading time
42

Wow Score
Use Wow-Score to determine
accurate metrics like content ratings:
• Active users’ reading time
• Scrolling speed
• Article length
43

P O W E R
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Now that we know
what to measure,
let’s look at co$ts.
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F I N A L T I P S
5

P O W E R
Time

P O W E R
Time Money

P O W E R
47
In-House
Costs

P O W E R
A n n u a l S a l a r i e s

Annual
Salaries
401k
health insurance
benefits
bonuses
pay increases
HR department
payroll
etc.

P O W E R
50
C O N T E N T C U R A T I O N
T O O L S
Cost of
In-House
Tools

P O W E R
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T O O L S
S O C I A L M E D I A S H A R I N G T O O L S
Cost of
In-House
Tools

P O W E R
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T O O L S
B R A N D M O N I T O R I N G T O O L S
Mention
Cost of
In-House
Tools

P O W E R
53
T O O L S
B R A N D M O N I T O R I N G T O O L S
Mention
W E B S I T E / A N A L Y T I C S T O O L S
Cost of
In-House
Tools

P O W E R
54
Agency
Costs

Content Marketing Agency Costs
$1250-$2500
L O W
$2500 - $7500
M E D I U M
$10,000+
H I G H
55
Honigman Media

P O W E R
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Freelancer
Costs

57
Honigman Media
Freelancer Content Marketer Costs
$35-$250
L O W
$250-$500
M E D I U M
$500-$3000
H I G H

Plus, Your
Own Time
Freelancing costs usually
extend outside the original cost of
the freelancer.
✓ Management time
✓ Editing time
✓ Communication time
58

59

P O W E R
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Tips to Keep Co$ts
Down

P O W E R
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Repurpose
Your Content

Twitter Chat > Blog
Blog > Video
Video > Podcast
62

P O W E R
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Focus on Your Quality
NOT Quantity

64

P O W E R
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Invite User-Generated
Content

76% of individuals
surveyed said
they trusted content
shared by
“average” people
more than by brands
66
Adweek

P O W E R
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How can you profit
from your content?
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F I N A L T I P S
5

P O W E R
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Match Content
With Your Goal

blog posts
social media posts
email newsletters
infographics
videos
reviews
how-to guides
case studies
training courses
W E B S I T E
T R AF F I C
Create Content Relevant to Your Goals
email newsletters
landing pages
social media ads
social media posts
N E W
L E AD S
guest posts
blog posts
infographics
videos
reviews
how-to guides
case studies
training courses
I N C R E AS E
R AN K I N G S
training courses
email newsletters
blog posts
how-to guides
C U S T O M E R
E D U C AT I O N
B R AN D
E X P O S U R E
guest posts
blog posts
infographics
videos
case studies
social media posts
69

P O W E R
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Track Metrics
Over Time

Is the Content Receiving Backlinks, Engagement, or Conversions?
71

P O W E R
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Find Influencers to
Promote Your Content

73
Ways to find
influencers:
01 T r a c k b r a n d m e n t i o n s ( a l l )

74
02 R e s e a r c h i n d u s t r y b l o g s
Ways to find
influencers:

75
03 L i s t o f t o p i n d u s t r y i n f l u e n c e r s
Ways to find
influencers:

76
03 L i s t o f t o p i n d u s t r y i n f l u e n c e r s
04 C h e c k T w i t t e r l i s t s f o r p a t t e r n s
Ways to find
influencers:

P O W E R
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Create Human AND
SEO-Friendly Content

78
SEO Writing
Assistant

P O W E R
79
Make the Content
Mobile-Friendly

P O W E R
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S w e o r
Mobile devices are projected to reach 79% of
global internet use by the end of 2018

P O W E R
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S w e o r
Nearly 8 in 10 customers would stop engaging with
content that doesn’t display well on their device

Responsive Content
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Text Size
Keep text at a readable size

Responsive Content
83
Text Size
Images
Keep image file sizes small and
loadable

Responsive Content
84
Text Size
Images
Keep image file sizes small and
loadable
Load Speed
Aim for load speed of less than
2 seconds

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Buzzfeed Desktop Keyword Positions

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Buzzfeed Mobile Keyword Positions

P O W E R
final content
tips
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F I N AL T I P S
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Set Goals
88

Measure
Results
89

Keep On
90

P O W E R
G E T S L I D E S
ashley.ward@SEMrush.com
L I N K E D I N
Linkedin.com/in/ashleyward90
S E M r u s h D e m o
www.SEMrush.com
F O L L O W M E

How to Measure Your Content Metrics and Costs

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