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Measuring Content Effectiveness
Dave Sottimano - Define Media Group 2016
What does ‘effective’ even mean?
It’s all about the mon€y
If it was always so simple.
CONTENT
CONVERSION
Good outcome: Easily attributable revenue
Reality for a lot of businesses:
“No one is going to sleep with you on the first date. (Ok maybe a few will!)”
- Avinash Kaushik
Who gets the credit here? CONTENT
REVENUE
PRODUCT PAGE
And this?
CONTENT
REVENUE
PRODUCT PAGE
HOMEPAGE
“This content is useless”
Actually, it isn’t useless.
Remember, content can’t be effective if:
1)The Call to Action isn’t seen.
50%According to Slate.com, 50% of people didn’t scroll down the page.
http://www.slate.com/articles/technology/technology/2013/06/how_people_read_online_why_you_won_t_finish_this_article.html
Call to actions have dependencies, measure
them.
Scroll Depth Plugin for GA http://scrolldepth.parsnip.io/
https://heapanalytics.com
2) The content isn’t being seen.
50%of content gets 8 shares or less.
http://buzzsumo.com/blog/50-of-content-gets-8-shares-or-less-why-content-fails-and-how-to-fix-it/
This content has no chance
How to Measure Content Effectiveness in 3 Reports
Enable Multi Channel Funnel Reports
E-commerce or Goals with $value must be implemented
This is the default view.
This is the ‘better’ view
Make a Custom Channel Grouping
Use landing page URL as the dimension and account for all pages
Changing the default grouping
Use landing page URL as the dimension and account for all pages
Select conversi
onsSet
lookback window to
90In any of the MCF reports, remember to select the conversion and set the window lookback to 90 days
Does the content generate revenue?
Report 1: Assisted Conversions
Do the blog pages help other pages convert?
How does content assist conversions?
Report 2: Top Conversion Paths
What attribution model is fair for content effectiveness?
Report 3: Model Comparison
Compare and decide model.
First interaction
Content
100%
€
First Interaction: Soft selling
Last interaction
Content
100%
€
Last Interaction:Converting CTAs
https://squareup.com/townsquare/3-benefits-of-accepting-apple-pay-that-may-surprise-you/
But, all content deserves to be modelled by Linear
Content
25% 25% 25% 25%
€
Reasons why content can’t be effective:
●No CTA, poor CTA, or CTA dependency
●It isn’t being seen●Tech issues: See Simo :)
Measure Effectiveness with 3 Multi Channel Funnel Reports
●Assisted conversions●Conversion paths●Model Comparison
Thanks!
Dave Sottimano
@dsottimano
definemg.comSMX Munich 2016
