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  • / Audience
  • / Conversion
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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:
    =

    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
    =
    2/ Average Per Visitor
    =
    3/ Value of Repeat Visitors
    =

    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.

    =

    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
    =
    3/ Unbranded Search Value
    =

    See pages 37-41 to understand how to calculate the value of your search traffic.

  • Social Shares
  • =

    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
  • =

    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
  • =

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

  • Leads From
    Content Marketing
  • =

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

  • Conversions
  • =

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

  • Content Retention
  • =

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

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The Blog

4 STEPS TO BUILDING THE CONTENT MARKETING BUSINESS CASE
February 1, 2016
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4 STEPS TO BUILDING THE CONTENT MARKETING BUSINESS CASE
by TCF in Uncategorized 0 Comments

Despite a huge surge in adoption of content marketing, many marketers still struggle to build their own business case internally. Some executives still view content as “just the latest trend” in

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3 WAYS TO CALCULATE CONVERSIONS FROM CONTENT MARKETING
February 1, 2016
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3 WAYS TO CALCULATE CONVERSIONS FROM CONTENT MARKETING
by TCF in Uncategorized 0 Comments

Perhaps the most valued business case for content marketing is driving conversions. When done properly, content marketing attracts prospects at the top of the funnel and guides them through the buyer journey

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10 EXPERT TIPS ON HOW TO ACHIEVE CONTENT MARKETING ROI
February 1, 2016
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10 EXPERT TIPS ON HOW TO ACHIEVE CONTENT MARKETING ROI
by TCF in Uncategorized 0 Comments

There is a ton of excitement and anticipation surrounding this year’s Content Marketing World taking place in Cleveland in just 2 weeks. In case you didn’t know, the keynote speaker at

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CONTENT MARKETING ROI STARTS WITH A STRONG BUSINESS CASE
February 1, 2016
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CONTENT MARKETING ROI STARTS WITH A STRONG BUSINESS CASE
by TCF in Uncategorized 0 Comments

Content Marketing ROI is probably the biggest question I get from marketers who are struggling to build their own business case internally. It’s why I wrote The Content Formula. We

Keep readingKeep reading
February 1, 2016
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IS CUSTOMER RETENTION THE SECRET TO CONTENT MARKETING ROI?
by TCF in Uncategorized 0 Comments

Borussia Dortmund is a popular soccer team that plays in the German Bundesliga and despite a sub par 2014/2015 season, 54,907 of their 55,000 season ticket holders renewed for the

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ANNOUNCING THE LAUNCH OF ‘THE CONTENT FORMULA’ BOOK
February 1, 2016
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ANNOUNCING THE LAUNCH OF ‘THE CONTENT FORMULA’ BOOK
by TCF in Uncategorized 0 Comments

I am super-excited to announce the launch of my first book, The Content Formula, co-authored by my colleague Liz Bedor, and with a foreword from Joe Pulizzi, founder of the Content

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The Marketing Book Podcast Interview
January 20, 2016
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The Marketing Book Podcast Interview
by TCF in Press 0 Comments

Michael was interviewed by Douglas Burdett on his Marketing Book Podcast show where they talk about the origins of The Content Formula, some hard lessons learned in the field, how

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From the Blog

5 ENGAGEMENT METRICS TO CALCULATE BRAND HEALTH
February 1, 2016
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5 ENGAGEMENT METRICS TO CALCULATE BRAND HEALTH
by TCF in Uncategorized 0 Comments

Content marketing is best described as the “art of communicating with your customers and prospects without selling.” If your brand is like most, however, your content marketing probably promotes the brand too much and

Continue
The Marketing Book Podcast Interview
January 20, 2016
0
The Marketing Book Podcast Interview
by TCF in Press 0 Comments

Michael was interviewed by Douglas Burdett on his Marketing Book Podcast show where they talk about the origins of The Content Formula, some hard lessons learned in the field, how

Continue
CONTENT MARKETING ROI STARTS WITH A STRONG BUSINESS CASE
February 1, 2016
0
CONTENT MARKETING ROI STARTS WITH A STRONG BUSINESS CASE
by TCF in Uncategorized 0 Comments

Content Marketing ROI is probably the biggest question I get from marketers who are struggling to build their own business case internally. It’s why I wrote The Content Formula. We

Continue
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© Marketing Insider Group, Publisher. All rights reserved.