2. Agenda
1. Was ist Content Marketing?
2. Content Marketing Measurement Frameworks
3. Content Marketing – Metriken und KPIs
4. Content Marketing und SEO
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4. Content Marketing
Wikipedia
Content Marketing is any marketing format that involves the creation and
sharing of media and publishing content in order to acquire customers. This
information can be presented in a variety of formats, including news video,
white papers, e-books, infographics, case studies, how-to guides, question and
answer articles, photos, etc.
http://en.wikipedia.org/wiki/Content_marketing
Content Marketing Institute
Content marketing is a marketing technique of creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined
and understood target audience – with the objective of driving profitable
customer action.
http://contentmarketinginstitute.com/what-is-content-marketing/
www.amazeemetrics.com
5. Content Marketing
"Pragmatic Definition"
Content Marketing is about delivering the content your audience is seeking in
all the places they are searching for it. It is the effective combination of created,
curated and syndicated content.
https://twitter.com/BrennerMichael
Content Marketing Elevator Pitch
Traditional marketing and advertising it telling the world your're a rock star.
Content Marketing is showing the world that you are one.
https://twitter.com/Robert_Rose
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6. Einsatz von Content Marketing
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http://contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/
(B2B, 2012)
7. Nutzung im Vergleich zum Vorjahr
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http://contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/
Vermehrter Einsatz von:
Blogs: +27%
Videos: +27%
White Papers: +19%
9. Was sind die Ziele von Content Marketing?
Wikipedia
Content Marketing is any marketing format that involves the creation and
sharing of media and publishing content in order to acquire customers. This
information can be presented in a variety of formats, including news video,
white papers, e-books, infographics, case studies, how-to guides, question and
answer articles, photos, etc.
http://en.wikipedia.org/wiki/Content_marketing
Content Marketing Institute
Content marketing is a marketing technique of creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined
and understood target audience – with the objective of driving profitable
customer action.
http://contentmarketinginstitute.com/what-is-content-marketing/
www.amazeemetrics.com
11. Measurement Framework 1:
Content Marketing ROI mittels Page Value
Page Value (Google Analytics):
The average value for a page that a user visited before landing on the goal
page or completing an Ecommerce transaction (or both).
This value is intended to give you an idea of which page in your site
contributed more to your site’s revenue.
Wichtig: Segmente erstellen und Seiten mit Seiten aus demselben Bereich
miteinander vergleichen. (Blog Posts mit Blog Posts und nicht mit
Kontakt- oder Informations-Seiten)
http://www.branded3.com/blogs/using-page-value-in-google-analytics-to-measure-the-roi-of-content-marketing/
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12. Wie wird Page Value berechnet?
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Page Value = Transaction Revenue + Total Goal Value
Unique Pageviews for the page
Page Value = 100 + 10 = 110
1
Google Analytics: https://support.google.com/analytics/answer/2695658?hl=en
13. Page Value in Google Analytics
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Page Value misst Verkäufe (Sales) und Leads (Kontaktformular).
27. Link Building
Früher:
• Link Farms
• Link Schemes, Link
Networks
• Article Spinning
• Comment Spamming
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Heute:
• Regelmässig neuen
einzigartigen und
interessanten Inhalt
erstellen, der Links und
Social Shares generiert.
=> Content Marketing
SEO ist ebenfalls ein Ziel von Content Marketing
Ranking-Positionen gehören auch zum Content Marketing Measurement
31. Take-Home Message
• Ziele der Content Marketing Kampagne definieren
• Measurement Framework auswählen und beibehalten
• Veränderungen und Trends über mehrere Zeitperioden
vergleichen
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