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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.
Here’s your invite code for:
IMPCT2015ACOUPON code
Don’t forget about your FREE Impactana account.
COUPON CODE:IMPCT2015A
