Telling the Story of Your Content - SAScon 2016

@chrisgreen87@StrategiQ

SAScon17th June 2016


Telling the Story of Your Content



Proving the value of content marketing is hard



But that’s because we’re bad at positioning it



Especially if “selling” the value of brand is hard



“Half the money I spend on advertising is wasted...”

(cliché warning!)



Whilst I haven’t solved this problem



I have been working on is how to better understand the level of engagement of

content



Goal of this presentation:

Briefly show methods to measure & optimise content



Statement #1‘How much extra business

will it bring me?’



Can’t argue with anyone for asking this

Who wouldn’t want an easy ROI figure?



But thinking of Content Marketing as direct “lead gen” is wrong



I’d go as far as saying that’s where it fails most often



But that’s not a get out of jail free card!



So if conversions aren’t the KPIs you’re going to measure, what are?



Content KPIsSome simple ones:● Bounce Rate (with caveats)

● Time on site (with modifications)

● Average page views

● Mailing list sign-ups/contact capture



Content KPIsSome simple ones:● Bounce Rate (with caveats)

● Time on site (with modifications)

● Average page views

● Mailing list sign-ups/contact capture

Less simple ones:● Converting sessions w/ rich media

touchpoints

● Member’s engagement with site content

against non-members

● Video view duration & correlation with

repeat visits

● Attribution modelling & Assisted

conversions



Statement #2‘What does content

engagement look like?’



Good question, to determine this -



• Phone calls

• Footfall

• Brand mentions

• Social engagement

• Links

• The usual stuff (conversions/traffic...)

Measuring Touch Points



A Local Client:

“...everyday this week has felt like a Saturday!”



This is harder with the more campaigns you’re managing - get more informed:

“This piece of content achieved X views, X impressions & X links.”



You then add the narrative theresome small examples...



This?

● 102 social shares

● 12 linking domains

● Attracting Wikipedia Links

● Still cited

● Continuous traffic driver



This Blog

● 155 social shares

● 19 linking domains

● Fledgling community

● No outreach



Or This?



• Client Buy-in early on

• Quality > Quantity

• Focus on Relevancy/Timeliness

• Ego Bait/Other People’s Audiences (OPA)

• Be prepared to track & report on it!

How do we do this?



Statement #3‘But nobody really reads

content anyway!’



Test it:

Heat/scroll maps on “everyday” content



Scroll Depth Example75% of users scroll to the “register interest”

button




button




button

● Are users doing what we want them to?

● If not, what could be missing?



The 1,200+ word article with an average of 7mins on page and

40% people scrolling to the end



Where do people read to? Have they seen what they need to

by that point?



In Summary



In most cases content marketing isn’t (direct) lead generation



Which makes understanding how to track & report value even

more important



Invest in new & better ways of tracking how content is being

consumed



Learn to tell the story of your content



Use this to illustrate value & produce better content



Thank you.@chrisgreen87

Questions?

http://bit.ly/sascon_content_story

https://www.google.com/url?q=http://bit.ly/sascon_content_story&sa=D&ust=1466107658330000&usg=AFQjCNGOrb_pEN6u1acal9XDw6wjsZwvRA

https://www.google.com/url?q=http://bit.ly/sascon_content_story&sa=D&ust=1466107658331000&usg=AFQjCNGyYNsjspZ8-huGc-3MlCQyISWaFA