Most marketers look at Buzz signals like Facebook Shares, Tweets or Google+ every time they measure the success of a content marketing campaign. But there’s more to content marketing success than that. Buzz doesn’t say much about user engagement. To measure the long-term effects of content, marketers need to look at different metrics. We call that “Impact.” It includes downloads, backlinks, and comments.

1. How to measure the
real success of
content marketing
Christoph C. Cemper
Presented by :
CEO of

2. About Christoph C. Cemper
Founder & CEO of:
SEO & Marketing since 2003
@cemper

3. The goals of
content marketing

4. User Education
“Educating potential customers is one of the most
efficient ways to put content marketing to work”.
John Hall

5. “I define content engagement as real people
responding in measurable ways to your
content.”
User Engagement
Neil Patel

6. Social signals measure
only distribution

7. I can “like” 50 posts per minute…
but does that mean I’m engaged?

8. Social signals = Buzz
Easy to buy
Easy to fake
Volatile
One side of the coin
Not relevant for all content types

9. Social signals are not good
metrics for measuring
user engagement
But what are the right metrics?

10. Links = User Engagement

11. Comments = User Engagement

12. Downloads = User Engagement

13. Clicks & Views = User Engagement

14. User Engagement = Impact

15. Long term effect
Hard/Expensive to fake
Dangerous to fake
Clicks
Views
Comments
Downloads
Backlinks

16. There are two different dimensions
you need to look at when measuring
the success of your content marketing:
BUZZ and IMPACT

17. Viral cat content
Awesome content shared
by powerful influencers
Possibly good content
but lacking distribution
and feedback
Useful and engaging
content but lacking
distribution
H
I
G
H
L
O
W
L O W H I G H
IMPACT
BUZZ

18. You only understand the value of a
piece of content by looking at the
BUZZ and IMPACT all together.

19. Do you think that this 8 year old
presentation engaged users?

20. YES! It’s a very successful slidedeck
Even if it has only 800 tweets in 8 years, it was
downloaded 11.000 times and had 27.000 backlinks.

21. How did I find this presentation and
how fast?

22. Do you want to measure the
success of your content?
Content
marketing
Video
MarketingInfluencer
Analysis
You can do all that and much more with this new tool for:

23. “If you cannot measure it,…………..”.

24. “………..you cannot improve it.”
Lord Kevin

25. So…You’d better start measuring today.
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26. Questions?
hello@Impactana.com
@Impactana

27. Don’t forget about your FREE Impactana
account.
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