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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.
Measuring content effectiveness
Measuring content effectiveness
50%According to Slate.com, 50% of people didn’t
scroll down the page.
http://www.slate.com/articles/technology/technology/2013/06/h
ow_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/
Retroactive event tracking https://heapanalytics.com
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-
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
conversions
Set lookback
window to 90
In 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
Measuring content effectiveness
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.com
SMX Munich 2016

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Measuring content effectiveness