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/ Engagement

  • Time On Site/ Bounce Rates
  • Time on Site and Bounce Rates need to be assessed from your website analytics and an indicator of Website Engagement. You are looking for:
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    HIGH TIME ON SITE, LOW PAGE VIEWS

    HIGH TIME ON SITE, HIGH PAGE VIEWS

    LOW TIME ON SITE, LOW PAGE VIEWS

    LOW TIME ON SITE, HIGH PAGE VIEWS

    See pages 49-50 and pages 58-59 for assessing the time on site and bounce rates with advice on how to improve these metrics.

  • Repeat Visitors
  • 1/ Repeat Visitor Ratio
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    2/ Average Per Visitor
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    3/ Value of Repeat Visitors
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    See pages 50-53 to understand calculating the value of repeat visitors to your site.

  • Social Likes
  • It is difficult to determine the value of a like, but you can observe trends. Input the shares/retweets from the last 6 months here and see if the numbers reveal a positive trend.

    See pages 53-54 regarding social likes.

  • Subscriptions
  • Be sure to calculate this for each of your “lists” such as Email, Blog and your various social media accounts.

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    See pages 54-58 for more detailed instruction on calculating the value of list subscribers

/ Audience

  • Paid vs Organic Search Traffic
  • 1/ Get Traffic Breakdown
    2/ Organic Search Value
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    3/ Unbranded Search Value
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    See pages 37-41 to understand how to calculate the value of your search traffic.

  • Social Shares
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    See page 60 to learn how to calculate your social shares in search results.

  • Share of Voice
  • 1/ Determine Click-Through Ranking
    • Rank 1
    • Rank 2
    • Rank 3
    • Average
    • Keyword 1
    • Keyword 2
    • Keyword 3
    • Keyword 4
    • Keyword 5
    • Keyword 6
    • Keyword 7
    • Keyword 8
    • Keyword 9
    • Keyword 10
    • Total Share of Voice
    • =

    See pages 41-48 to learn how to calculate your share of voice in search results.

  • Cost of Unused Content
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    See pages 26-31 to learn more about calculating the cost of unused content and how to fix this problem within your organization

/ Conversion

  • Cost Per Lead
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    See page 65-66 to learn how to calculate the cost per lead from content production.

  • Leads From
    Content Marketing
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    See page 65-66 to learn how to calculate the cost per lead from content production.

  • Conversions
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    See page 69 for more on factoring the conversion revenue gained by your content marketing.

  • Content Retention
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    See page 69 for more on factoring the conversion revenue gained by your content marketing.

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The Content Formula eBook

Read anywhere on the Kindle app!

$9.99

Stop Wasting Money on Content Production

With unused and wasted content costing B2B marketers alone a whopping $50 billion a year, the time to take a step back and identity problem areas is now so departments can focus on the areas that yield the most benefit to the bottom line.

Buy

  • Description

    The Content Formula establishes a way for marketers to prove the exact return on investment they get from content marketing, highlighting its usefulness in any marketer’s toolbox. A Kindle Exclusive, available to read on any device with the Kindle app. Bonus: purchase the Paperback version first and you’ll be eligible for a big discount on the Kindle version!

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