Measuring Content Marketing
The challenge for content marketing is what is it worth?
The answer is that there is always a way to measure impacts if you plan ahead, have specific KPIs and have time allocated to dive deep into the data. Earlier this year I was lucky enough to speak at SEOCamp in Paris on the topic of measuring content marketing with my main topics covering the following points:
- Measuring links acquired in Majestic
- Measuring changes in TrustFlow/CitationFlow
- Measuring shares on social with BuzzSumo
- Measuring estimated reach of your content in CoverageBook
- Measuring referral traffic using Google Analytics
- Measuring organic traffic using Google Analytics
- Measuring uplift in impressions using Google Search Console
- Measuring average rank uplift using Google Search Console
- Measuring the number of search terms driving traffic to a page
- Keyword ranking improvement in SEOmonitor
- Automated measurement of content published in SEOmonitor
Another bonus section I included in my talk was around
- Forecasting impact of content marketing
- Calculating how much content you will need to produce?
