There is always a way to measure content marketing impacts if you plan ahead.... Platforms like Majestic, BuzzSumo, CoverageBook, SEOMonitor, Google Analytics and Google Search Console can help you measure.
2. 2#seocamp @David Iwanow
Who am I?
I’ve been doing SEO for over 10 years and I’m currently the Director of Strategy at BlueGlass, a London-based digital
marketing agency with a focus on SEO and Content Marketing.
We also have BlueGlass offices in Zurich and Tallinn.
4. 4#seocamp @David Iwanow
1. Measuring links acquired (Majestic)
2. Measuring changes in TF/CF (Majestic)
3. Measuring shares (BuzzSumo)
4. Measuring estimated reach (CoverageBook)
5. Measuring referral traffic (Google Analytics)
6. Measuring organic traffic (Google Analytics)
7. Measuring uplift in impressions to target page (GSC)
8. Measuring average rank uplift on target page (GSC)
9. Measuring number of search terms driving traffic to page (GSC)
10. Keyword ranking uplift (SEOmonitor)
11. Automated measuring (SEOmonitor)
How can you measure content marketing?
There is always a way to measure impacts if you plan ahead...
6. 6#seocamp @David Iwanow
▪ Focusing on the number of links alone opens it up to
manipulation
▪ Focusing on a target number of links may limit the
opportunity
▪ Measuring links without considering TF/CF is bad form
▪ Focusing on the number of articles created without a
strategy around why they exist is problematic
Focusing without context
8. 8#seocamp @David Iwanow
▪ You should be calculating an ROI on all content
▪ You are fighting for marketing budget
▪ You want to scale up anything that works
▪ You want to learn from your mistakes
▪ Because transparency is key to good relationships
Why is it important to measure?
35. 35#seocamp @David Iwanow
▪ How established are the competitors?
▪ What is the SEO difficulty score on target terms?
▪ Average links per piece of existing content?
▪ Average number of links competitors are building?
▪ Referral traffic to content pieces?
▪ Organic traffic to current pieces?
Forecasting your impacts
37. 37#seocamp @David Iwanow
■ How much organic traffic needed?
■ How many terms targeted?
■ How much referral traffic needed?
■ How many links are you behind?
How much content do you need?
39. 39#seocamp @David Iwanow
▪ Platforms like SEOmonitor can help
▪ Set up dashboards in Majestic
▪ CoverageBook can track reach of content
▪ Store data in Google Sheets and push into Tableau
▪ YoY comparison to avoid factoring in seasonal trends
▪ Compare target pages against a control group
Reporting your results