Tag Archive | "Campaigns"

SearchCap: Ask an SMXpert, Google update fully rolled out, paid search campaigns & more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.



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9 Of My Most Powerful Email Campaigns For Making Automatic Sales

In my recent article, I explained how I took six months ‘off’ from my business, specifically to see if the systems I put in place would keep sales coming in without me doing launches or creating new products. The end result was very exciting, over $ 150,000 in revenue from the business…

The post 9 Of My Most Powerful Email Campaigns For Making Automatic Sales appeared first on Yaro.blog.

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Google Rebrands AdWords, Introduces ‘Smart Campaigns’ for Small Businesses

Google has revamped how its ad services and products are organized and sold in a bid to make its advertising system easier for brands to understand.

After two decades, Google is retiring AdWords and DoubleClick names and rebranding them instead. They are also being reorganized in order to better showcase their capabilities and growth trajectory. DoubleClick products and the Google Analytics 360 Suite will now fall under the umbrella of Google Marketing Platform. DoubleClick Ad Exchange and DoubleClick for Publishers will be integrated into the Google Ad Manager while AdWords will now be called Google Ads.

The newly introduced Google Marketing Platform is designed to assist clients in planning, buying, measuring and optimizing their digital media and customer experience. The decision to merge the DoubleClick and Analytics 360 Suite brands was the result of marketer feedback regarding the advantages of using analytics and ads technology to create improved customer understanding and bigger business results.

Meanwhile, Google Ads will represent the extent of the company’s advertising capacity across its numerous properties, like Google Maps, Google Play, and YouTube. Google Ads will also roll out a new type of ad strategy called Smart Campaigns. This feature will be utilizing machine learning technology and focuses on small businesses. It will be the default experience of start-up companies.

As for the Google Ad Manager, the unified programmatic system is developed to help partners to generate higher revenue in a more efficient manner.

The three new brands are being hailed as a way to help all advertisers and publishers pick the right solutions for their business, regardless of the size. It also aims to make it easier for companies to provide consumers with trustworthy ads and an improved experience regardless of the channels and devices used.

The restructuring of its ads business was announced on Tuesday by Sridhar Ramaswamy, the SVP of Ads at Google. According to Ramaswamy, the company’s extensive ad offerings is challenging for advertisers, ad agencies, and publishers to navigate. He also mentioned that while advertising opportunities have never been greater, it has also become more complicated.

“It is harder for advertisers, publishers, and agencies that help them choose the right products for their business and know how to use them,” Ramaswamy said.

Despite the changes, brands have nothing to worry about as Ramaswamy emphasized that Google’s “underlying products aren’t changing.” But while the rebranding is basically just a name change, there will be small changes in some ad interfaces that will streamline the different services that the company’s advertising and marketing products offer.

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Look Ma, no keywords! Phrase-free AdWords campaigns are here

Contributor Andy Taylor discusses Google’s new Local Search Ads Experiment in AdWords, which uses address and location categories in lieu of keywords to trigger relevant local results.

The post Look Ma, no keywords! Phrase-free AdWords campaigns are here appeared first on Search Engine Land.



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Where Clickbait, Linkbait, and Viral Content Fit in SEO Campaigns – Whiteboard Friday

Posted by randfish

When is it smart to focus on viral-worthy content and clickbait? When is it not? To see fruitful returns from these kinds of efforts, they need to be done the right way and used in the right places. Rand discusses what kind of content investments make sense for this type of strategy and explains why it works in this week’s Whiteboard Friday.

Where clickbait, linkbait, and viral content fit in SEO campaigns

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re chatting about when and where you might use clickbait and linkbait and viral-focused content as compared to other types for your SEO-driven campaigns.

There’s a lot of savvy sort of folks at the intersection of SEO and content marketing who are practicing things like this right now. We’ve actually spoken to a few agencies who are specifically focused on this, and they have really solid businesses because many brands understand that these types of investments can produce significant returns. But you have to apply them in the right scenarios and the right spaces. So let’s walk through that.

Content investments

Let’s say that you’re a payroll software provider. Your goal is to increase traffic and conversions, and so you’re considering what types of content investments you and your consultant or agency or in-house team might be making on the content front. That could be things like what we’ve got here:

A. Viral, news-worthy linkbait

I don’t necessarily love the word “linkbait,” but it still gets a lot of searches, so we’re putting it in the title of the Whiteboard Friday because we practice what we preach here, baby.

So this might be something like “The Easiest and Hardest Places to Start a Company.” Maybe it’s countries, maybe it’s states, regions, whatever it is. So here are the easy ones and the hard ones and the criteria, and you go out to a bunch of press and you say, “Hey, we produced this list. We think it’s worth covering. Here’s the criteria we used.” You go out to a bunch of companies. You go out to a bunch of state governments. You go out to a bunch of folks who cover this type of space, and hopefully you can get some clickbait, some folks actually clicking, some folks linking.

It doesn’t necessarily have the most search volume. Folks aren’t necessarily interested in, “Oh, what are the hardest places to start a company? Or what are the hardest versus easiest places to start a company?” Maybe you get a few, but it’s not necessarily going to drive direct types of traffic that this payroll software provider can convert into customers.

B. Searcher-focused solutions

But there are other options for that, like searcher-focused solutions. So they might say, “Hey, we want to build some content around how to set up payroll as an LLC. That gets a lot of searches. We serve LLCs with our payroll solution. Let’s try and target those folks. So here’s how to set up payrolls in LLCs in six easy steps. There are the six steps.”

C. Competitor comparison content

They see that lots of people are looking for them versus other competitors. So they set up a page that’s “QuickBooks versus Gusto versus Square: Which Software is Right for Your Business?” so that they can serve that searcher intent.

D. Conversion-funnel-serving content

So they see that, after searching for their brand name, people also search for, “Can I use this for owner employees, businesses that have owner employees only?” So no employees who are not owners. What’s the payroll story with them? How do I get that sorted out? So you create content around this.

All of these are types of content that serve SEO, but this one, this viral-focused stuff is the most sort of non-direct. Many times, brands have a tough time getting their head around why they would invest in that. So do SEOs. So let’s explain that.

If a website’s domain authority, their sort of overall link equity at the domain level is already high, they’ve got lots and lots of links going to lots of places on the site and additional links that don’t go to the conversion-focused pages that they’re specifically trying to rank for, for focused keyword targets isn’t really required, then really B, C, and D are where you should spend your time and energy. A is not a great investment. It’s not solving the problem you want to solve.

If the campaign needs…

  • More raw brand awareness – People knowing who the company is, they haven’t heard of them before. You’re trying to build that first touch or that second touch so that people in the space know who you are.
  • Additional visitors for re-targeting – You’re trying to get additional visitors who might fit into your target audience so that you can re-target and remarket to them, reach them again;
  • You have a need for more overall links really to anywhere on the domain – Just to boost your authority, to boost your link equity so that you can rank for more stuff…

Then A, that viral-focused content makes a ton of sense, and it is a true SEO investment. Even though it doesn’t necessarily map very well to conversions directly, it’s an indirect path to great potential SEO success.

Why this works:

Why does this work? Why is it that if I create a piece of viral content on my site that earns a lot of links and attention and awareness, the other pieces of content on my site will suddenly have a better opportunity to rank? That’s a function of how Google operates fundamentally, well, Google and people.

So, from Google’s perspective, it works because in the case where Google sees DomainX.com, which has lots of pages earning many, many different links from all around the web, and DomainY.com, which may be equally relevant to the search query and maybe has just as good content but has few links pointing to it and those links, maybe the same number of links are pointing to the specific pages targeting a specific keyword, but overall across the domain, X is just much, much greater than Y. Google interprets that as more links spread across the content on X makes the search engine believe that X is more authoritative and potentially even more relevant than Y is. This content has been referenced more in more different ways from more places, therefore its relevance and authority are perceived as higher. If Y can go ahead and make a viral content investment that draws in lots and lots of new links, it can potentially compete much better against X.

This is true for people and human beings too. If you’re getting lots and lots of visitors all over Domain X, but very few on Domain Y, even if they’re going in relatively similar proportion to the product-focused pages, the fact that X is so much better known by such a broader audience means that conversions are likely to be better. People know them, they trust them, they’ve heard of them before, therefore, your conversion rate goes up and Domain X outperforms Domain Y. So for people and for search engines, this viral-focused content in the right scenario can be a wonderful investment and a wise one to make to serve your SEO strategy.

All right, everyone. Look forward to your comments below. We’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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3 Holiday Social Media Campaigns to Emulate for Your Business

Major holidays, like Christmas, are typically very lucrative seasons for most businesses. It also opens up a lot of opportunities for them to connect with potential clients. Unfortunately, the holidays are a very stressful time for consumers.

The wrong marketing campaign can alienate clients, damage a company’s reputation, and waste precious opportunities to develop brand loyalty and increase sales. Conversely, the right campaign can give a company a major boost in terms of revenue and reputation.

Here are three highly successful holiday social media campaigns that are inspiring and worth imitating:

REI #OptOutside Campaign

Image result for #OptOutside Campaign

Several companies have benefited greatly from a well-executed hashtag campaign. REI, Starbucks, and UPS have even parlayed their successful hashtag campaign into a yearly event.

REI’s #OptOutside started in 2015 when the outdoor retailer made their decision to close all their shops on Black Friday the focus of their marketing campaign. Not only did the company go on a break on the biggest shopping day of the year, something virtually unheard of at the time, but they also paid all their employees to spend the time outdoors with their loved ones.

The company also encouraged customers to also spend the day outside and to share their photos with the hashtag. The campaign immediately went viral and the company won various awards that year. REI’s campaign is still going strong three years in, and the company has kept things fresh, rolling out a new search engine that collects user-generated content with the #OptOutside tag.

Elf Yourself by OfficeMax

Image result for office max elf yourself

Some of the best marketing campaigns directly involve customers. Despite being more labor-intensive and time-consuming, fun user-generated contests are memorable and easily boosts a brand’s name recall.

A prime example of this is OfficeMax’s Elf Yourself contest. The company provides one video template that all contestants can use. The template shows five dancing elves, and users can customize it by putting in their friends’ faces. Needless to say, millions of people have fun making the video, uploading it and sharing it with friends and family on various social media platforms.

Nordstrom’s Advent Calendar

Instagram is a wonderful vehicle for brands hoping to get noticed, and the Christmas season can make a key difference. Nordstrom really went to town with its Instagram marketing campaign this year. The company opted to go with an Advent calendar theme, posting a unique video every day as the company counts down to Christmas Day. The daily videos, which were sprinkled with some brands the store carries, helped customers get into the spirit of the season.

It was also a big plus that the video offerings were all very creative and fresh. Customers definitely had a great time viewing them and undoubtedly enjoyed buying from Nordstrom as well.

There’s a lot more riding on the marketing campaigns of today, as the different social media channels give companies more opportunities to have deep interactions with their consumers. But to do this, businesses have to be more creative in coming up with strategies for unforgettable content and its distribution. This is particularly vital during the Christmas season.

[Image via Pixabay]

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9 Of My Most Powerful Email Campaigns For Making Automatic Sales

In my last article I explained how I took six months ‘off’ from my business, specifically to see if the systems I put in place would keep sales coming in without me doing launches or creating new products. The end result was very exciting, over $ 150,000 in revenue from the…

The post 9 Of My Most Powerful Email Campaigns For Making Automatic Sales appeared first on Entrepreneurs-Journey.com.

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11 Lessons Learned from Failed Link Building Campaigns

Posted by kerryjones

We’ve created more than 800 content campaigns at Fractl over the years, and we’d be lying if we told you every single one was a hit.

The Internet is a finicky place. You can’t predict with 100% accuracy if your content will perform well. Sometimes what we think is going to do OK ends up being a massive hit. And there have been a few instances where we’d expect a campaign to be a huge success but it went on to garner lackluster results.

While you can’t control the whims of the Internet, you can avoid or include certain things in your content to help your chances of success. Through careful analysis we’ve pinpointed which factors tend to create high-performing content. Similarly, we’ve identified trends among our content that didn’t quite hit the mark.

soup-nazi.gif

In this this post, I’ll share our most valuable lessons we learned from content flops. Bear in mind this advice applies if you’re using content to earn links and press pickups, which is what the majority of the content we create at Fractl aims to do.

1. There’s such a thing as too much data.

For content involving a lot of data, it can be tempting to publish every single data point you collect.

A good example of this is surveying. We’ve fallen down the rabbit hole of not only sharing all of the data we’ve collected in a survey, but also segmenting the data out by demographics — regardless of whether or not all of that data is super compelling. While this can give publishers a large volume of potential angles to choose from, the result is often unfocused content lacking a cohesive narrative.

george-and-jerry.gif

Only include the most insightful, interesting data points in your content, even if that means tossing aside most of the data you’ve gathered.

One example of this was a survey we did for a home security client where we asked people about stalker-ish behaviors they’d committed. The juiciest survey data (like 1 in 5 respondents had created a fake social account to spy on someone — yikes!) ended up getting buried because we included every data point from the survey, some of which wasn’t so interesting. Had we trimmed down the content to only the most shocking findings, it probably would have performed far better.

Furthermore, the more data you include, the more time it takes for a publisher to wade through it. As one journalist told us after we sent over an epic amount of data: “Long story short, this will take too much time.”

Consider this: It shouldn’t take a publisher more than 10 seconds of looking at your project to grasp the most meaningful data points. If they can’t quickly understand that, how will their readers?

2. Turning published data into something cool doesn’t always yield links.

If you’re going to use data that’s already been reported on, you better have a new spin or finding to present. Journalists don’t want to cover the same stats they have already covered.

A great example of this is a project we created about the reasons startups fail. The majority of the data we used came from CB Insights’ startup post mortems list, which had performed really well for them. (As of the time I’m writing this, according to Open Site Explorer it has 197 linking root domains from sites including BBC, Business Insider, Fortune, Vox, CNBC, and Entrepreneur — impressive!)

It worked well once, so it should work again if we repackage it into a new format, right?

We used the startups featured on the CB Insights list, added in a handful of additional startups, and created a sexy-looking interactive node map that grouped together startups according to the primary reasons they went under.

While the content didn’t end up being a failure (we got it picked up by Quartz, woo!), it definitely didn’t live up to the expectations we had for it.

Two problems with this project:

  1. We weren’t saying anything new about the data.
  2. The original data had gotten so much coverage that many relevant publishers had already seen it and/or published it.

But of course, there are exceptions. If you’re using existing data that hasn’t gotten a ton of coverage, but is interesting, then this can be a smart approach. The key is avoiding data that has already been widely reported in the vertical you want to get coverage in.

3. It’s difficult to build links with videos.

Video content can be extremely effective for viral sharing, which is fantastic for brand awareness. But are videos great for earning links? Not so much.

When you think of viral content, videos probably come to mind — which is exactly why you may assume awesome videos can attract a ton of backlinks. The problem is, publishers rarely give proper attribution to videos. Instead of linking to the video’s creator, they just embed the video from YouTube or link to YouTube. While a mention/link to the content creator often happens organically with a piece of static visual content, this is often not the case with videos.

Of course, you can reach out to anyone who embeds your video without linking to you and ask for a link. But this can add a time-consuming extra step to the already time-intensive process of video creation and promotion.

4. Political ideas are tough to pull off.

Most brands don’t want to touch political topics with a ten-foot pole. But to others, creating political content is appealing since it has strong potential to evoke an emotional reaction and get a lot of attention.

kramer-jerry.gif

We’ve had several amazing political ideas fail despite solid executions and promotional efforts. It’s hard for us to say why this is, but our assumption has been publishers don’t care about political content that isn’t breaking (because it’s always breaking). For this reason, we believe it’s nearly impossible to compete with the constant cycle of breaking political news.

5. Don’t make content for a specific publisher.

We’ve reached out to publishers to collaborate during content production, assuming that if the publisher feels ownership over the content and it’s created to their specifications, they will definitely publish it.

In general, we’ve found this approach doesn’t work because it tends to be a drain on the publishers (they don’t want to take on the extra work of collaborating with you) and it locks you into an end result that may only work for their site and no other publishers.

Remember: Publishers care about getting views and engagement on their site, not link generation for you or your client.

6. Hyperlocal content is a big risk.

If you focus on one city, even with an amazing piece of content featuring newsworthy information, you’re limited in how many publishers you can pitch it to. And then, you’re out of luck if none of those local publishers pick it up.

On the flip side, we’ve had a lot of success with content that features multiple cities/states/regions. This allows us to target a range of local and national publishers.

Note: This advice applies to campaigns where links/press mentions are the main goal – I’m not saying to never create content for a certain locality.

7. Always make more than one visual asset.

And one of those assets should always be a simple, static image.

Why?

Many websites have limits to the type of media they can publish. Every publisher is able to publish a static graphic, but not everyone can embed more complex content formats (fortunately, Moz can handle GIFs).

george-and-kramer.gif

In most cases, we’ve found publishers prefer the simplest visualizations. One classic example of this is a project where we compared reading levels and IQ across different states based on a analysis of half a million tweets. Our Director of Creative, Ryan Sammy, spent a painstaking amount of time (and money) creating an interactive map of the results.

What did most publishers end up featuring? A screenshot of a Tableau dashboard we had sent as a preview during outreach…

8. Be realistic about newsjacking.

Newsjacking content needs to go live within 24 to 48 hours of the news event to be timely. Can you really produce something in time to newsjack?

We’ve found newsjacking is hard to pull off in an agency setting since you have to account for production timelines and getting client feedback and approval. In-house brands have a more feasible shot at newsjacking if they don’t have to worry about a long internal approval process.

9. Watch out for shiny new tools and content formats.

Just because you are using cool, new technology doesn’t automatically make the content interesting. We’ve gotten caught up in the “cool factor” of the format or method only to end up with boring (but pretty) content.

10. Avoid super niche topics.

You greatly increase your risk of no return when you go super niche. The more you drill down a topic, the smaller your potential audience becomes (and potential sites that will link become fewer, too).

There are a ton of people interested in music, there are fewer people interested in rap music, there are even fewer people interested in folk rap music, and finally, there are so few people interested in ’90s folk rap. Creating content around ’90s folk rap will probably yield few to no links.

Some questions to ask to ensure your topic isn’t too niche:

  • Is there a large volume of published content about this topic? Do a Google search for a few niche keywords to see how many results come up compared to broader top-level topics.
  • If there is a lot of content, does that content get high engagement? Do a search in Buzzsumo for keywords related to the niche topic. Is the top content getting thousands of shares?
  • Are people curious about this topic? Search on BloomBerry to see how many questions people are asking about it.
  • Are there online communities dedicated to the topic? Do a quick search for “niche keyword + forum” to turn up communities.
  • Are there more than 5 publishers that focus exclusively on the niche topic?

11. Don’t make content on a topic you can’t be credible in.

When we produced a hard-hitting project about murder in the U.S. for a gambling client, the publishers we pitched didn’t take it seriously because the client wasn’t an authority on the subject.

From that point on, we stuck to creating more light-hearted content around gambling, partying, and entertainment, which is highly relevant to our client and goes over extremely well with publishers.

It’s OK to create content that is tangentially related to your brand (we do this very often), but the connection between the content topic and your industry should be obvious. Don’t leave publishers wondering, why is this company making this content?”

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Learning from failure is crucial for improvement.

Failure is inevitable, especially when you’re pushing boundaries or experimenting with something new (two things we try to do often at Fractl). The good news is that with failure you tend to have the greatest “a-ha!” moments. This is why having a post-campaign review of what did and didn’t work is so important.

Getting to the heart of why your content is rejected by publishers can be extremely helpful — we collect this information, and it’s invaluable for spotting things we can tweak during content production to increase our success rate. When a publisher tells you “no,” many times they will give a brief explanation why (and if they don’t, you can ask nicely for their feedback). Collect and review all of this publisher feedback and review it every few months. Like us, you may notice trends as to why publishers are passing up your content. Use these insights to correct your course instead of continuing to make the same mistakes.

And one last note for anyone creating content for clients: What should you do when your client’s campaign is a flop? To mitigate the risk to our clients, we replace a campaign if it fails to get any publisher coverage. While we’ve rarely had to do this, putting this assurance in place can give both you and your client peace of mind that a low-performing campaign doesn’t mean their investment has gone to waste.

What have you observed about your content that didn’t perform well? Does your experience contradict or mirror any of the lessons I shared?

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Create new possibilities for your SEO & SEM campaigns

2016 brought incredible developments in both SEO & SEM. From the emergence of AI, search engine algorithm changes, new formats like ETAs, call extensions and voice search the complexity of managing SEO and SEM has become more complex than ever. And the momentum won’t stop as 2017 brings forth a…



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A Strategic System that Produces Powerful Content Marketing Campaigns

take aim to reach your content goals

It’s easy to get wrapped up in the fun parts of content marketing. Being creative, writing articles, and seeing a post go live are all exciting and enjoyable parts of the job.

So, a lot of us jump right in, quickly publishing and sharing without taking much time to think about what we are doing and why. We are just excited to get our work out in the world.

And this is a problem.

Because effective content marketing that drives pre-planned business goals is strategic — not just fueled by initial excitement.

Let’s look at a system that will help you incorporate the fun parts of content marketing with a thoughtful plan to track your results.

Why smart content marketing is goal-driven

Goals differentiate strategic, results-driven content marketing from random, haphazard publishing.

When you approach content marketing without goals, your content marketing strategy is based on guesses. It’s difficult to see if your content produces value for your business.

And key performance indicators (KPIs) turn that guessing game into a strategic plan.

Goals and KPIs help you see where you are going, how you will get there, and if you took the right route to the finish line.

At the beginning of a campaign, they help you create a plan and decide:

  • What type of content to create
  • How much content to create
  • How to promote the content
  • Where to promote the content
  • How long to wait for results

And at the end of a campaign, they help you reflect on your work and:

  • Measure your success in concrete numbers
  • Determine your ROI
  • Identify what’s working and what’s not working
  • Plan future campaigns

Goals and KPIs bookend a powerful campaign because they direct your content strategy at the beginning and rate effectiveness at the end.

Set your content marketing goals

When you begin a content marketing campaign, focus your efforts on one or two primary goals (even if you find that your campaign also produces results for other goals).

Those primary goals may be to:

  • Increase traffic
  • Get more leads
  • Grow an email list
  • Improve search engine rankings
  • Build a social media presence
  • Demonstrate authority in your niche
  • Engage and entertain your audience
  • Educate your audience about products or services
  • Increase brand awareness

Once you decide on your primary goals, match them with measurable KPIs that will allow you to see the results of your work.

Each of KPIs in the list below will help you measure content marketing campaign results, but select the KPIs that best match the goals for your campaign.

Conversion

Conversion indicates how many users took an action that you wanted them to take on your website or landing page.

For example, if you offer a free ebook when someone registers for your site, the number of users who signed up for your email list to download the ebook help calculate your conversion rate.

Measure this when goals are to get more leads, grow an email list, and educate your audience about products and services.

Try this:

Track conversions in your digital sales and marketing platform, set goals in Google Analytics, or use your preferred analytics tool.

Email list subscribers

Email list subscribers are the number of people who have signed up for your email list.

Pay attention to this KPI when your goal is to grow an email list and get more leads.

Try this:

Measure and track your number of new email list subscribers through your email marketing software.

Number of leads

Number of leads represents the total number of times potential customers and clients have connected with you. This may include users who join a list or use your contact form.

Measure this when goals are to get more leads and educate your audience about products and services.

Try this:

Depending on your specific lead goal, you can measure and track your leads using your digital marketing and sales platform, email marketing software, or Google Analytics.

Number of new customers and sales

Number of new customers and sales is the total number of new business transactions that occurred.

This is an important KPI for your business’s bottom line.

Try this:

Track your customer growth in the database where you monitor transactions.

Rankings on search engine results pages (SERPs)

SERPs show the placement of your website in organic search. This is an important metric for your site’s main keywords or branded terms.

Measure this when goals are to improve rankings on SERPs and increase traffic.

Try this:

Use Google’s Search Console to find the keywords your site ranks for and the positions they have in SERPs.

Organic traffic

Organic traffic is the amount of traffic sent to a website from organic search. Users are sent to your website after they find it on a SERP. This may correspond to how high a site ranks in organic search.

Measure this when goals are to improve rankings in SERPs, increase traffic, and increase brand awareness.

Try this:

Measure and track organic traffic in Google Analytics.

Referral traffic

Referral traffic is the amount of traffic sent to a website from other websites. Users are sent to your site after they click on a link to it from another website.

Use this KPI when goals are to increase traffic and increase brand awareness.

Try this:

Measure and track referral traffic in Google Analytics.

Press mentions

Press mentions are the number of times that other publishers mention your business or brand. They increase your reach and visibility because other publishers expose their audiences to your brand.

Use this KPI when goals are to demonstrate authority in your niche and increase brand awareness.

Try this:

Set a Google Alert for websites that mention your business. You can also use Google’s Search Console, BuzzSumo, or Moz’s Open Site Explorer to find the sites that link back to your site.

Social shares

Social shares represent the number of times that a piece of your content was shared on social media.

Measure this KPI when goals are to increase brand awareness, increase traffic, and build a social media presence.

Try this:

Use a social share plugin or counter to see the number of shares for a URL.

Page views

Page views are the number of pages on a website that are viewed over a measured period of time. This number indicates if there is an increase or drop in usage for a website.

Use this KPI when goals are to increase traffic, improve rankings on SERPs, and increase brand awareness.

Try this:

Measure and track page views in Google Analytics.

Unique visits

Unique visits are the number of users that visit a website over a measured period of time. The metric counts a user as “one,” even if they visit the website multiple times.

Use this KPI when goals are to increase traffic and increase brand awareness.

Try this:

Measure and track unique visits in Google Analytics.

Bounce rate

Bounce rate is the percentage of users who leave a website shortly after accessing it. When a bounce rate is high, it indicates that users aren’t finding what they want or they are not engaged with the content.

Measure this when your goals are to educate your audience about products or services, demonstrate authority in your niche, and increase brand awareness.

Try this:

Measure and track bounce rate in Google Analytics.

Inbound links

Inbound links are the number of times that other websites link back to your website.

While the total number of inbound links is important, you should also factor in the authority of the site linking back to you. Sites with higher authority that link to you are more valuable than links from lesser-known websites.

Use this KPI when goals are to increase traffic, improve rankings on SERPs, and demonstrate authority in your niche.

Try this:

Use Google’s Search Console, BuzzSumo, or Moz’s Open Site Explorer to view your site’s backlink profile.

Social traffic

Social traffic is the amount of traffic sent to a website from social media platforms. Users are sent to your site after clicking on a link from sites like Facebook, Twitter, LinkedIn, Pinterest, etc.

Measure this when goals are to increase your social media presence, increase traffic, and increase brand awareness.

Try this:

Measure and track social traffic in Google Analytics.

Number of social media followers

Number of social media followers are the number of users who follow a business on social media platforms where you publish updates.

Track this metric to see if your content is engaging, attracting new audiences, and building your authority.

Try this:

Measure this metric through each social media platform you use.

How long should you track and measure goals?

The time frames for measuring your KPIs will depend on your campaign type.

  • For long-term campaigns like growing your email list subscribers, measure KPIs for as long as you use content marketing. Set benchmarks for measuring and reviewing these goals weekly or monthly.
  • For multi-content campaigns like a blog post series, measure KPIs a few days after each you publish each piece of content. Then, review KPIs once a week for a few weeks after the campaign ends.
  • For a one-time campaign like a guest blog post, first measure KPIs a week after the content has been published. Then, regularly review the metrics over the next two to three months.

Typically, you can stop tracking campaign-specific KPIs when the metrics plateau or stop growing. But you may want to schedule a bi-annual or annual review of all campaigns in case your content picks up momentum and continues to provide powerful results.

Your turn

When you start your next content marketing project, remember the importance of setting and tracking your goals before you create content.

For help setting goals, check out this free Content Marketing KPI Spreadsheet that outlines goals and specific metrics you should track for each of your campaigns.

How do you measure the results of your content marketing campaigns? Share in the comments below.

The post A Strategic System that Produces Powerful Content Marketing Campaigns appeared first on Copyblogger.


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