Blogging Your Brand:Measurement

Analytics can be ….

But first… a quick recap

Definition - Blog“A regularly updated website or web page, written in an informal or conversational style”Elements: • Multiple authors• Comment threads per post• Categorization that can align to your taxonomy• Multi-media

Positioning• Relevant Topics• Industry Expertise• Recognizable authors• Taxonomy

• Tone of Voice• Formal vs Informal• Imagery – Playful or Stock Photography?• Language – Industry speak or “tell it like it is”?

• Call to Actions• Offers – Hard or Soft Sell?

Lead Generation!• Calls to Action• On blog• Within posts

• Internal Links• Use your Website• Share on Social Media• Email• Focus on Personas• Blog Digests

Measuring for Success

Measure Analyze

What to Measure• # of views for each post•Most popular articles• Topic• Author• Promotion Channel

•Keyword performance

Brand Awareness

Positioning

Brand Awareness

Where to Find?Remember – a blog is still a website• Reports on page views & clicks in native

blog tool• Google Analytics is your friend (a really

really smart one)• Track individual pages• Keyword performance and ranking

“Advanced” Metrics• # of clicks on the blog post call-to-action• # of clicks on the email call-to-action• Website conversions• Most popular pages?• Bounce rate?• Time on page?• What was the last CTA?

Conversion

What is “Conversion”?• Metric that highlights path a [visitor] has taken to

become a [lead]• [Non Member] becomes a [Member]• [Email Recipient] clicks on a CTA that takes them to

your website page Website conversion• [Blog Subscriber] clicks on side-bar CTA that takes

them to your website page Website conversion

Conversion RatesWhy are they so important?• Indicators of:• Engagement• Interaction• Stickiness• …

• Demonstrate how to connect (and therefore measure) the effectiveness all of your digital properties

Recap

Recap – Blogging Your Brand• Valuable tool to attract visitors (and convert them)• Incorporate into your digital content calendar &

promotions

• Align to your brand• Be authentic• Be strategic

Recap – Best Practices• Mechanics• Keywords• Visual Appeal

• Positioning• Tone of Voice• Imagery• Your Brand

• Scheduling• Consistency• Frequency

Recap – Measurement3 Steps: Measure > Analyze > Assess

• Measure most blog views / clicks / performance (popular)• Analyze conversions• Analyze your supporting activities• Assess if marketing $$ are effective• If yes, continue to amplify• If no, make refinements and measure again