How to Measure the Real Success of Content Marketing - BrightonSEO 2015

How to measure the real success of content marketing

Christoph C. CemperPresented by :

CEO of

About Christoph C. Cemper

Founder & CEO of:SEO & Marketing since 2003

@cemper

The goals of content

marketing

User Education“Educating potential customers is one of the most efficient ways to put content marketing to work”.

John Hall

“I define content engagement as real people responding in measurable ways to your content.”

User Engagement

Neil Patel

Social signals measure only distribution

I can “like” 50 posts per minute…but does that mean I’m

engaged?

Social signals = Buzz

Easy to buy

Easy to fake

Volatile

One side of the coin

Not relevant for all content types

Social signals are not good metrics for measuring user

engagementBut what are the right

metrics?

Links = User Engagement

Comments = User Engagement

Downloads = User Engagement

Clicks & Views = User Engagement

User Engagement = Impact

Long term effectHard/Expensive to fakeDangerous to fake

ClicksViewsCommentsDownloadsBacklinks

There are two different dimensions you need to look at when

measuring the success of your content marketing: BUZZ and

IMPACT

Viral cat contentAwesome content

shared by powerful influencers

Possibly good content but lacking

distribution and feedback

Useful and engaging content but lacking

distribution

HIGH

LOW

L O W H I G H

IMPACT

BUZZ

You only understand the value of a piece of content by looking

at the BUZZ and IMPACT all together.

Do you think that this 8 year old presentation engaged

users?

YES! It’s a very successful slidedeck

Even if it has only 800 tweets in 8 years, it was downloaded 11.000 times and had 27.000 backlinks.

How did I find this presentation and how fast?

Do you want to measure the success of your

content?

Content marketing

Video MarketingInfluencer

Analysis

You can do all that and much more with this new tool for:

“If you cannot measure it,…………..”.

“………..you cannot improve it.”

Lord Kevin

So…You’d better start measuring today.

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