1.
Analyze ALL the Data
Ashley Ward
Digital Marketing Strategist, SEMrush
@AshleyMadhatter #Pubcon

2.
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
@AshleyMadhatter #Pubcon

3.
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 #Pubcon

4.
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@AshleyMadhatter #Pubcon

5.
@ A S H L E Y M A D H A T T E R
Are you struggling to measure your content?
@AshleyMadhatter #Pubcon

6.
P O W E R
@ A S H L E Y M A D H A T T E R
6
1. Audit Your Own Data
@ A S H L E Y M A D H A T T E R @AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon

7.
@ A S H L E Y M A D H A T T E R
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 ?
@AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon

8.
@ A S H L E Y M A D H A T T E R
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 ?
@AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon

9.
@ A S H L E Y M A D H A T T E R
Run a Thorough Audit to Discover
What’s Working & What’s Not
@AshleyMadhatter #Pubcon

10.
P O W E R
@AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon

11.
P O W E R
@ A S H L E Y M A D H A T T E R
11
Which metrics should be on
your spreadsheet?
@ A S H L E Y M A D H A T T E R @AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon

12.
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 @AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon

13.
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 @AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon

14.
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 @AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon

15.
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 @AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon

16.
@ 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
Content
Production
Metrics
• How long did it take to:
• Create the content
• Publish the content
16
@AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon

17.
@ 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
Content
Production
Metrics
• How long did it take to:
• Create the content
• Publish the content
• How many employees did it take
to produce the content?
17
@AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon

18.
@ 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
Content
Production
Metrics
• How long did it take to:
• Create the content
• Publish the content
• How many employees did it take
to produce the content?
• How much time does the content
need before you could measure?
18
@AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon

19.
P O W E R
@ A S H L E Y M A D H A T T E R
19
2. Your Competitor’s Data
@ A S H L E Y M A D H A T T E R@AshleyMadhatter #Pubcon

20.
20
@ A S H L E Y M A D H A T T E R
Who is leading in
your industry?
1. Most Searched
@AshleyMadhatter #Pubcon

21.
21
@ A S H L E Y M A D H A T T E R
Who is leading in
your industry?
1. Most Searched
2. Most Traffic
@AshleyMadhatter #Pubcon

22.
22
@ A S H L E Y M A D H A T T E R
Who is leading in
your industry?
1. Most Searched
2. Most Traffic
3. Most Popular
On all varieties
@AshleyMadhatter #Pubcon

23.
P O W E R
@ A S H L E Y M A D H A T T E R
23
Tips When Analyzing
Your Metrics
@ A S H L E Y M A D H A T T E R @AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon

24.
24
@ A S H L E Y M A D H A T T E R
Look at Data
Patterns Over Time
@AshleyMadhatter #Pubcon

25.
@ 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
Change
Things Up For
New Results
25
1. A/B Test
2. Avoid throwing out
content types until all channels
have been tested.
@AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon

26.
@ 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
Define Your
Key Metrics
Not all metrics are the same for all
content types.
Key metrics for blog posts:
Key metrics for podcasts:
26
Website traffic, new users,
bounce rate
Listening length, new
subscribers, shares
@AshleyMadhatter • #CMWorld@AshleyMadhatter #Pubcon

27.
@ 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
Know Which
Metrics Matter
Shares:
Just because it’s shared doesn’t
mean it’s read
27
@AshleyMadhatter #Pubcon

28.
@ 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
Know Which
Metrics Matter
Shares:
Just because it’s shared doesn’t
mean it’s read
Time on Page:
Need to make lunch while the blog
post is open?
28
@AshleyMadhatter #Pubcon

29.
@ 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
Know Which
Metrics Matter
Shares:
Just because it’s shared doesn’t
mean it’s read
Time on Page:
Need to make lunch while the blog
post is open?
Pageviews:
Clickbait can skew page view metrics
29
@AshleyMadhatter #Pubcon

30.
Set Goals
30
@ A S H L E Y M A D H A T T E R@AshleyMadhatter #Pubcon

31.
Measure
Results
31
@ A S H L E Y M A D H A T T E R@AshleyMadhatter #Pubcon

32.
Keep On
32
@ A S H L E Y M A D H A T T E R@AshleyMadhatter #Pubcon

33.
P O W E R
@ A S H L E Y M A D H A T T 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