Pubcon 2018: Data Driven Content Marketing Audit Runthrough
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How to analyze all of the data when it comes to your content.
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Pubcon 2018: Data Driven Content Marketing Audit Runthrough
- 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
Editor's Notes
- INCLUDE MY OWN PERSONAL OPINION HERE, THAT I AGREE WITH THE PERCENTAGE AND WE CAN SEE IT WITH BOTH BIG BRANDS, SMALL BRANDS, FROM MY EXPERIENCE WITH OTHER CONTENT SPECIALISTS _______ ADD A PERSONAL STATEMENT AFTER THE STAT EVERY AGENCY, BUSINESS IVE WORKED WITH HAS INTEGRATED THIS.. BLA BLA BY A SHOW OF HANDS HOW MANY OF YOU FEEL THAT THIS IS ACCURATE STATISTIC
- And then results came in
- Another pro to auditing your content is all of the insights you’re going to gain. You’ll be able to have a better idea of what topics are working best for your audience, what kind of content works best whether it’s case studies, or blog posts. Also see if a specific author is generating you more traffic than others, have an idea of what kind of distribution channels work best for different content types and how long a piece of content is published before it start generating results. Sometimes the best pieces of content don’t just hit the ground running with results. Sometimes it could be months or years before a great pieces of content generates traction.
- Another pro to auditing your content is all of the insights you’re going to gain. You’ll be able to have a better idea of what topics are working best for your audience, what kind of content works best whether it’s case studies, or blog posts. Also see if a specific author is generating you more traffic than others, have an idea of what kind of distribution channels work best for different content types and how long a piece of content is published before it start generating results. Sometimes the best pieces of content don’t just hit the ground running with results. Sometimes it could be months or years before a great pieces of content generates traction.
- For buffer, they have very specific goals they wanted to achieve. Such as 500% increase in Quora views, 10,000 new ebook downloads 25,000 video views Etc Now they didn’t actually hit all of their goals, but they took the time to first define their goals before they even looked at what the content to audit was going to be.
- You’re going to want to create a google excel spreadsheet, if you don’t have one already, I’ve created for you at bilty/contentauditexcel and you can grab that one. Run an audit and measure metrics for all of your content going back through 2017 See which pieces were your most effective And you’re also going to want to keep running this audit on your new content on a weekly basis so you can track your content overtime and see which pieces of content are performing the best, which ones aren’t performing at all, and which ones are going to be the best to reuse.
- And then results came in
- And then results came in
- MAKE THIS A BULLET POINT
- MAKE THIS A BULLET POINT
- MAKE THIS A BULLET POINT
- You need to know your demographic
- MAKE THIS A BULLET POINT
- If one type of content isn’t producing the metrics you want on a specific channel, try a different channel.
- Then ask the person in the front row what they were told and what metrics they were told Ask a couple of people what their metrics were
- Then ask the person in the front row what they were told and what metrics they were told Ask a couple of people what their metrics were
- Then ask the person in the front row what they were told and what metrics they were told Ask a couple of people what their metrics were
- Then ask the person in the front row what they were told and what metrics they were told Ask a couple of people what their metrics were