Time on content: Rather than get caught up in total page views for each piece of content, pay more attention to how long the reader stayed with the content. A total timeline of engagement: A look at how each campaign has performed over a certain period of time. This will give you an indication of the typical life span of engagement on new content and help you decide if additional promotion is needed to extend the power and reach of the campaign. Content by engagement: Which piece of content within a campaign has had the most engagement? Answering that question will help you understand what is resonating with your audience. Channels by engagement: Does you content perform best on Twitter or LinkedIn? Comparing engagement across all channels shows which ones you should invest more time and resources on. Influencers by engagement: This metric is a critical one for any brand working with influential members of their audience or industry. As previously mentioned, with vanity metrics, … [Read more...] about How to measure the true performance of your content
Beyond Guest Posting and Social Media Guest posting and social media are a great start because they give you exposure to other people’s audiences (OPA). In other words, you are going where the crowds of your prospective customers and future fans are already present. You’re publishing your content in front of that audience, helping solve problems for them, and starting the process of building your own audience. … [Read more...] about Your First Steps In Content Marketing
You sell surveying equipment. She probably isn’t going to buy that, and she may never link to you or promote you on social media; but, she may live next door to someone who works for a big housing developer, and she may start raving about those fantastic hot dogs and she’ll say that she found some good information about parking on your survey equipment site. He takes interest and you might just get a new contract. I will admit that is an outlandish example, but sometimes thinking like that will give you interesting ideas. … [Read more...] about Are You Taking Advantage Of Content Byproducts?
Postscript (March 28): Ina Steiner from EcommerceBytes has been in touch via email, Twitter and in the comments to say this was all triggered by a story from that site written two days ago, looking at how news sites are using affiliate links more in their content and assuming this post from Google is aimed at curbing that activity. … [Read more...] about As News Publications Experiment With Sponsored Content, Google Says Keep It Out Of Google News
The evolution of this gadget ecosystem reminds me of the early evolution of the web itself. Many of our gadget developers, like many early web developers, built gadgets primarily for fun, and the hobbyist developer community remains vital to the success of the gadgets platform. As iGoogle grew, a second motivation for gadget development arose: impact. Building a gadget has become a way to reach millions of users on a daily basis. We now see companies building gadgets for the same reasons that companies started building websites in the early days of the web – to reach new and existing customers. … [Read more...] about Organizing The World’s Push Content: The iGoogle Ecosystem