In a few simple reports, you can determine the effectiveness of your content. Effectiveness has been defined as 'revenue generating' and this presentation uses Google Analytics reports.

1. Measuring Content
Effectiveness
Dave Sottimano - Define Media Group 2016

2. What does ‘effective’ even mean?

3. It’s
all
about
the
mon€y

4. If it was always so simple.
CONTENT CONVERSION

5. Good outcome:
Easily attributable
revenue

6. Reality for a lot of
businesses:

7. “No one is going to sleep with you on the first
date. (Ok maybe a few will!)”
- Avinash Kaushik

8. Who gets the credit here?
CONTENT
REVENUE
PRODUCT
PAGE

9. And this?
CONTENT
REVENUE
PRODUCT
PAGE
HOMEPAGE

10. “This content
is useless”

11. Actually, it isn’t useless.

12. Remember, content can’t be
effective if:

13. 1) The Call to Action isn’t seen.

16. 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

17. Call to actions have
dependencies, measure them.

18. Scroll Depth Plugin for GA http://scrolldepth.parsnip.io/

19. Retroactive event tracking https://heapanalytics.com

20. https://heapanalytics.com

21. 2) The content isn’t being seen.

22. 50%of content gets 8 shares or
less.
http://buzzsumo.com/blog/50-of-content-gets-8-shares-or-less-

23. This content has no chance

24. How to Measure Content
Effectiveness in 3 Reports

25. Enable Multi Channel Funnel Reports
E-commerce or Goals with $value must be implemented

26. This is the default view.

27. This is the ‘better’ view

28. Make a Custom Channel Grouping
Use landing page URL as the dimension and account for all pages

29. Changing the default grouping
Use landing page URL as the dimension and account for all pages

30. 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

31. Does the content generate
revenue?

32. Report 1: Assisted Conversions
Do the blog pages help other pages convert?

33. How does content assist
conversions?

34. Report 2: Top Conversion Paths

36. What attribution model is fair for
content effectiveness?

37. Report 3: Model Comparison

38. Compare and decide model.

39. First interaction
Content
100%
€

40. First
Interaction:
Soft selling

41. Last interaction
Content
100%
€

42. Last
Interaction:
Converting
CTAs
https://squareup.com/townsquare/3-benefits-of-accepting-
apple-pay-that-may-surprise-you/

43. But, all content deserves to be
modelled by Linear
Content
25% 25% 25% 25%
€

44. Reasons why content can’t be effective:
● No CTA, poor CTA, or CTA dependency
● It isn’t being seen
● Tech issues: See Simo :)

45. Measure Effectiveness with 3 Multi Channel
Funnel Reports
● Assisted conversions
● Conversion paths
● Model Comparison

46. Thanks!
Dave Sottimano
@dsottimano
definemg.com
SMX Munich 2016