/ 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:

Bounce Rate Select Over 80% Under 80% Time on Site Select Under 1 minute Over 1 minute =

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

Website Visitor Repeat Visitor RVR Percentage=

2/ Average Per Visitor

New Visitors Advertising Cost Average Cost=

3/ Value of Repeat Visitors

Cost per Visitor Repeat Visitors Repeat Visitors Value=

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.

This Month 1 Month Ago 2 Months Ago 3 Months Ago 4 Months Ago 5 Months Ago

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.

List Size List Revenue Value of Subscriber=

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

Organic Unbranded Paid

2/ Organic Search Value

Total Spent x Organic / Paid Value=

3/ Unbranded Search Value

Total Spent x Unbranded / Paid Value=

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

• Social Shares
Total Spent on
Distribution # of Views Cost Per View=

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
Content Pieces
Produced Production Cost
Per Piece Amount Used Money Wasted=

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
Total Spent on
Content Piece # of Leads Cost Per Lead=

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

• Leads From
  Content Marketing
Content Public Relations Email Advertising Events Total Leads=

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

• Conversions
Qualified Leads Converted from Content Average Sale Total from
Conversions=

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

• Content Retention
Content Spend from
Customers Who
Engage with CM Spend from
Customers Who
Don’t Engage Value of Content Retention=

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