How to Measure Brand Health with Content Marketing Audience Growth Metrics

How to Measure Brand Health with Content Marketing Audience

Growth Metrics

If you’re like most

brands, you probably

promote yourself too much.

BRAND AWARENESS BRAND HEALTH CONVERSIONS

(and we tune you out)


David Beebe Vice President of Global Creative + Content Marketing, Marriott International

Content marketing is like a first date.

If all you do is talk about yourself, there

won’t be a second date.

”

“ BRAND AWARENESS BRAND HEALTH CONVERSIONS


LET PEOPLE GET TO… 1  KNOW YOUR BRAND



2  LIKE YOUR BRAND


2  LIKE YOUR BRAND

3  TRUST YOUR BRAND ENOUGH TO BUY FROM YOU


Brand health measures how your

digital audience feels about you.


What “they” say about you.

WHAT TO MEASURE : AUDIENCE GROWTH

PAID VS. ORGANIC SEARCH TRAFFIC

SOCIAL SHARES/ FOLLOWERS

SHARE OF VOICE/ OFFSITE SEO

Users who have subscribed to updates

on your brand’s social accounts.

Search traffic your site receives from

paid search advertisements versus traffic

due to a high organic search ranking.

























HOW TO CALCULATE THE VALUE OF:


Content marketing allows you to gain

additional reach, engagement and conversion

without having to pay for it.


Content marketing allows you to gain

additional reach, engagement and conversion

without having to pay for it.

You can literally earn your audience’s

attention vs. buying it.


Organic search traffic can be

calculated easily via Google Analytics.

1  Go to Acquisition

2  Campaigns

3  Organic Keywords


You will then see the keywords

people have used to find your

website and the number of visits

and percentage of overall visits you

have received from each keyword.


You will then see the keywords

people have used to find your

website and the number of visits

and percentage of overall visits you

have received from each keyword.

In this example, the site has received

359,953 visits from organic search

traffic, totaling 25% of overall traffic.


Next we want to see how much paid traffic we’re receiving, which we can also find in Google Analytics’

‘Paid Keywords.’

In this example, let’s say we spend

$100,000 on paid search traffic for 1,078,779 visits.


Based on those numbers and percentages, we can calculate the value of that organic traffic.

In this example, let’s say we spend $100,000 on paid search traffic.

1,078,779 359,593

$100,000 X

CROSS MULTIPLY & DIVIDE TO FIND “X”




1,078,779 359,593

$100,000 X


ALGEBRA DOES COME IN HANDY!




1,078,779 359,593

$100,000 X


ALGEBRA DOES COME IN HANDY!

PAID ORGANIC

TRAFFIC PERCENTAGE 75% 25%

TOTAL TRAFFIC 1,078,779 359,593

COST/VALUE $100,000 $33,333

ORGANIC SEARCH TRAFFIC IS WORTH $33,333



HOW TO CALCULATE THE VALUE OF:

SOCIAL SHARES + FOLLOWERS

While social shares can be seen as an

engagement metric, but should be quantified

as a free source of distribution and reach.


Let’s say you spend $1,000 on paid social distribution

and reached 5,000 viewers.





For this campaign, each view was worth $0.20 ($1,000/5000).





Now let’s say a social post was shared organically

by your followers and reached 500 viewers.




Now let’s say a social post was shared organically

by your followers and reached 500 viewers.

Based on the value of each view from our paid distribution,

we can also value our 500 organic views at $0.20 each, or $100 total.


Brands should also track if their social follower growth positively correlates with their total

number of shares.

If it does, this would indicate that your organic social shares are reaching the right audience

for your brand.



HOW TO CALCUALTE THE VALUE OF:

SHARE OF VOICE/OFFSITE SEO

Google has stated that it uses more than

200 factors to rank a web page, but which are

the most important?

Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,


There is one thing virtually all SEO experts agree

upon: The number and quality of links coming into

your site is near the top of the list.



So how can you measure your off-site SEO?




•  Measure your inbound links and their value. An easy way to do this is by plugging your site URL into Open Site Explorer. (https://moz.com/researchtools/ose/)





•  With this tool, you can see all inbound links, see your top-linked pages, sort by linking domains, see the anchor text other sites use to link to you.





•  With this tool, you can see all inbound links, see your top-linked pages, sort by linking domains, see the anchor text other sites use to link to you.

•  Do the same with your competitors’ sites and compare





What to do with this data?




•  Scan your highest-authority inbound links for opportunity to get other similar links





•  Scan your competitors’ highest-authority inbound links. Can you get those links too, or do they provide ideas for getting similar links?






•  Inbound links from non-profit (.org) and education (.edu) sites are especially powerful






•  Inbound links from non-profit (.org) and education (.edu) sites are especially powerful

•  Build your inbound links gradually. Google algorithms will notice, and may penalize a quick accumulation of links

WANT TO LEARN MORE?

Our team of strategists can help your brand build a marketing growth engine. From ongoing support and

program management, to customized strategy sessions and workshops, we’ll set your brand up for success.

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