measuring content marketing - branded3 & sky at #figdigconf

Measuring Content MarketingStephen Kenwright Director of Search at Branded3

Jack Cornwall Senior SEO Specialist at Sky

“~80% of B2C marketers plan to produce more content in 2016…regardless of effectiveness

[or] clarity of success.”

Source: Content Marketing Institute

Export a crawl

Screaming Frog SEO Spider (£99/year)

screamingfrog.co.uk/seo-spider/

seerinteractive.com/blog/screaming-frog-guide

Export from Analytics

Behavior > Site Content > All Pages(Remember to change date range!)

Export to .csv and copy into workbook (new sheet)

=VLOOKUP

Bounce Rate

Page Views

Bounce rate improved by 31%Average Time on Site

Bounce rate improved by 31%Conversions

£

It really doesn’t help you if old posts have social shares

Twitter has turned off share counts in its buttons anyway

It’s nearly impossible to earn links without link building

Add columns to ExcelKeep Needs Rewrite Issues Actions

Y Y Poor copy Rewrite copy

Y Y Poor copy under tabs Rewrite copy under tabs

Y N

Y N No quotes from senior team Add 2 quotes

Y N

Y N

Y N

Y Y Copy is shorter than other pages / no quotes from senior team Extend copy / Add 2 quotes

N N

N N

N N Add paragraph breaks

N N Similar page already exists 301

Y N

Y Y Language too colloquial Formalise copy

Y N

N N

Y Y Thin content Provide additional information about the link

Y Y Irrelevant copy Move copy to relevant page / create new copy

Y N Copy is too dense Create additional paragraph breaks

N N Doorway page 301

ColumnsMust have:• Title 1 (Title tag) Screaming Frog

• URL Screaming Frog

• Status Code Screaming Frog

• Canonical Link Element 1 Screaming Frog

• Pageviews Analytics

• Avg. Time on Page Analytics

• Bounce Rate Analytics

Nice to have:• Title 1 Length Screaming Frog

• Title 1 Pixel Width Screaming Frog

• Meta Description Screaming Frog

• Meta Robots Screaming Frog

• Word Count Screaming Frog

• Backlinks Open Site Explorer / Ahrefs / Webmaster Tools

Indexation

How to find out:site:search

Duplication

Duplicate meta data

Aggregated pages

Disclaimers

Use 301 redirects to get rid of old content, not 404 response codes

The fold

Top heavy

Cite your sources

Trust signals

Contact information / address clearly displayed on the page

About Us (not just for conversions – Panda too)

Author name / photo

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Desktop click through rate

0

50,000

100,000

150,000

200,000

250,000

300,000

Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15

Google Organic Est. Non-Brand Horizon Traffic Index

Non-brand keyword traffic

UK Travel Insurance Industry: April 2015

UK Travel Insurance Industry: May 2015

How does this work

How does this not work• A page ranking for too many keywords• The wrong pages ranking

Thank youstephen.kenwright@branded3.com @stekenwright branded3.com

jack.cornwall@sky.uk @JackDCornwall sky.com