7 Key Metrics In Measuring Content Effectiveness

Search Engine Journal
Search Engine JournalSearch Engine Journal
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
June 2023
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/
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/
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/
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
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
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
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
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
The Page Has No Traffic
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
The Page Is Not Converting
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
How Do You Know if the
Content is Working?
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
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!
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
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
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
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
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
1. Consumer Demand & Search Volume
Let the data show you the way
• Build content based on
consumer demand
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
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
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
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
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
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%
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
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%
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
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%
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
4. Content Relevancy
How relevant is your content compared to your competition?
Topic Cluster Relevancy
“Personal Loans LOB”
71%
82%
32%
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
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%
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
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
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
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
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
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
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
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
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
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
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
31
Thank You
1 sur 31

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7 Key Metrics In Measuring Content Effectiveness

  • 1. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 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
  • 9. This document and the information in it are provided in confidence, and may not be disclosed to any third party. The Page Has No Traffic
  • 10. This document and the information in it are provided in confidence, and may not be disclosed to any third party. The Page Is Not Converting
  • 11. This document and the information in it are provided in confidence, and may not be disclosed to any third party. How Do You Know if the Content is Working?
  • 12. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 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!
  • 13. 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
  • 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
  • 15. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 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
  • 16. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 1. Consumer Demand & Search Volume Let the data show you the way • Build content based on consumer demand
  • 17. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 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
  • 18. 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
  • 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
  • 20. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 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%
  • 21. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 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%
  • 22. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 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%
  • 23. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 4. Content Relevancy How relevant is your content compared to your competition? Topic Cluster Relevancy “Personal Loans LOB” 71% 82% 32%
  • 24. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 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%
  • 25. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 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
  • 26. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 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
  • 27. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 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
  • 28. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 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
  • 29. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 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
  • 30. This document and the information in it are provided in confidence, and may not be disclosed to any third party.
  • 31. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 31 Thank You