Measuring content effectiveness
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In a few simple reports, you can determine the effectiveness of your content. Effectiveness has been defined as 'revenue generating' and this presentation uses Google Analytics reports.
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Measuring content effectiveness
- 1. Measuring Content Effectiveness Dave Sottimano - Define Media Group 2016
- 2. What does ‘effective’ even mean?
- 4. If it was always so simple. CONTENT CONVERSION
- 6. Reality for a lot of businesses:
- 7. “No one is going to sleep with you on the first date. (Ok maybe a few will!)” - Avinash Kaushik
- 8. Who gets the credit here? CONTENT REVENUE PRODUCT PAGE
- 11. Actually, it isn’t useless.
- 12. Remember, content can’t be effective if:
- 13. 1) The Call to Action isn’t seen.
- 16. 50%According to Slate.com, 50% of people didn’t scroll down the page. http://www.slate.com/articles/technology/technology/2013/06/h ow_people_read_online_why_you_won_t_finish_this_article.html
- 17. Call to actions have dependencies, measure them.
- 18. Scroll Depth Plugin for GA http://scrolldepth.parsnip.io/
- 19. Retroactive event tracking https://heapanalytics.com
- 21. 2) The content isn’t being seen.
- 22. 50%of content gets 8 shares or less. http://buzzsumo.com/blog/50-of-content-gets-8-shares-or-less-
- 23. This content has no chance
- 24. How to Measure Content Effectiveness in 3 Reports
- 25. Enable Multi Channel Funnel Reports E-commerce or Goals with $value must be implemented
- 26. This is the default view.
- 27. This is the ‘better’ view
- 28. Make a Custom Channel Grouping Use landing page URL as the dimension and account for all pages
- 29. Changing the default grouping Use landing page URL as the dimension and account for all pages
- 30. Select conversions Set lookback window to 90 In any of the MCF reports, remember to select the conversion and set the window lookback to 90 days
- 31. Does the content generate revenue?
- 32. Report 1: Assisted Conversions Do the blog pages help other pages convert?
- 33. How does content assist conversions?
- 34. Report 2: Top Conversion Paths
- 36. What attribution model is fair for content effectiveness?
- 37. Report 3: Model Comparison
- 38. Compare and decide model.
- 43. But, all content deserves to be modelled by Linear Content 25% 25% 25% 25% €
- 44. Reasons why content can’t be effective: ● No CTA, poor CTA, or CTA dependency ● It isn’t being seen ● Tech issues: See Simo :)
- 45. Measure Effectiveness with 3 Multi Channel Funnel Reports ● Assisted conversions ● Conversion paths ● Model Comparison