Sure, we build a lot of content for SEO & Social Media, in this presentation, I go over some quick and easy ways to start measuring that content's efficacy and how to build a process to measure, revise and re-launch it.

1. CLOSING THE CONTENT FEEDBACK
LOOP
How to make data-driven decisions by measuring content effectiveness
JP Sherman
Red Hat
Manager of Search & Findability
Pubcon Vegas, 2017

2. WHO AM I & WHAT DO I DO?
 I’m JP Sherman (@jpsherman)
 I started search in 1998 as a PSYOP in US Army Special Operations (A)
 I’ve done agency & in-house
 I studied evolutionary biology
 I used to call myself an SEO
 Now, I run findability for Red Hat
 That means I work directly in the guts of a search engine where I influence
 Relevancy, Ranking, UI/UX, SERP Design & Human Behavior

3. DO YOU KNOW THE BEST PIECE OF
CONTENT YOU HAVE?
HOW ABOUT THE WORST?

4. WE ALL HAVE DATA FOR OUR
CONTENT
NOT ENOUGH OF US EXECUTE ON
THE “LOOP” PART

5. WHAT’S A CONTENT FEEDBACK LOOP?
Measure. Analyze. Modify. Release. Repeat
Measure ModifyCapture Source or
Channel

6. WHAT’S A CONTENT FEEDBACK LOOP?
Measure. Analyze. Modify. Release. Repeat
Repeat Celebrate
Responsibly
Release

7. CAPTURING CONTENT SOURCES

8. HOW TO CAPTURE CONTENT SOURCES
A quick guide on how to capture source for content
Natural Search Email
MobileSocial

9. HOW TO CAPTURE CONTENT SOURCES
A quick guide on how to capture source for content
Natural Search – Use Referrer
&utm_medium (email)
&utm_source (email_promo)
Mobile – Use Mobile Referrer
&utm_medium (social)
&utm_source (select network)

10. NOW YOU HAVE BUCKETS OF CONTENT!
Now it’s time to add some data.
Inside each of these categories is the content sourced from these channels.
Natural
Search
Socia
l
Emai
l
Mobile Paid
Search
Affiliate

11. LETS DUMP ONE OF THOSE BUCKETS OUT
See what’s inside
Organize Key Performance Indicators
Each channel will have unique KPIs that
your organization will consider critical.
Organize that information to see efficacy of
channel.
1000 Pieces of Content
 400 Facebook
 100 Abandons
 140 Cart Adds
 75 $Conversions
 100 Email Signups
 Cost Per Acquisition
 200 Content Consumption
 300 Twitter
 200 Instagram
 100 YouTube

12. THAT’S A LOT OF NUMBERS, WHAT DOES IT
MEAN?
I generally start with looking at the cost per acquisition - CPA
Consider the fact that you’re going to spend money & time on content campaigns. CPA will give
you a good idea of where to spend budget.
Natural
Search
Socia
l
Emai
l
Mobile Paid
Search
Affiliate
CPA = $3.50 CPA = $4.25 CPA = $7.50 CPA = $5.75 CPA = $6.50 CPA = $8.75

13. MEASURE CONTENT EFFECTIVENESS
VISITS BUDGET CR% #SALES $SALES $AVG
ORDER
$CPV $CPA
SEO 21,578 $1,500.00 2.37% 512 $23,000.00 $44.92 $0.07 $0.34
PPC 154,287 $2,000.00 0.66% 1014 $12,555.00 $12.38 $0.01 $0.51
SOCIAL 97,241 $858.00 0.60% 585 $15,000.00 $25.64 $0.01 $0.68
EMAIL 23,588 $699.00 0.11% 25 $4,000.00 $160.00 $0.03 $0.04
MOBILE 89,474 $7,874.00 0.83% 741 $12,000.00 $16.19 $0.09 $0.09
AFFILIATE 201,474 $3,632.00 0.43% 858 $5,200.00 $6.06 $0.02 $0.24
VIDEO 77,258 $4,747.00 1.30% 1001 $6,800.00 $6.79 $0.06 $0.21

14. ARE YOU ALREADY DOING THIS?
Setup Tracking for eCommerce
Setup & Import Cost Data
Setup Goal Conversion Tracking
Ecommerce Data
Goals in GA
Cost Data in GA
You’ll Need at Least 60 Days
Historical Data
If not, that’s not a problem. You’ll need to have a few things ready to start
tracking it.

15. FLIP IT & LOOK AT IT FROM CONTENT’S
POINT OF VIEW

16. LETS LOOK AT HOW CONTENT CAN BE
MEASURED
ONSITE
SEARC
H
KW SITE-
SEARC
H VISITS
CR%
ARTICLE 1 KW1 1200 2.52%
KW2 1700 0.90%
KW3 2400 3.14%
KW4 3200 1.90%
KW5 4000 0.07%
KW6 300 2.10%
30.24
THIS IS WHERE WE LOOK AT THE RATIO OF
VISITS TO CONVERSIONS
15.3
75.36
60.8
2.8
6.3
NOT BAD, CAN IMPROVE
POOR PERFORMANCE
GOOD PERFORMANCE
POOR PERFORMANCE
POOR PERFORMANCE
GOOD PERFORMANCE

17. HIGH VOLUME
LOW CONVERSION
RE-RELEASE &
MEASURE
OPTIMIZE CONTENT
HOW DO WE USE THIS INFORMATION?
There’s a lot you can learn from looking at the contextual data from content
Different keywords can have different outcomes – ask yourself “is this a good page for a user for
this keyword phrase?”

18. VOLUME AGNOSTIC
GOOD CONVERSION
RE-RELEASE &
MEASURE
OPTIMIZE FOR
CONVERSIONS
HOW DO WE USE THIS INFORMATION?
There’s a lot you can learn from looking at the contextual data from content
Different keywords can have different outcomes – ask yourself “what is it about this page that
seems to match the intent of the user?”

19. LETS LOOK AT HOW CONTENT CAN BE
MEASURED
ONSITE
SEARC
H
KW SITE-
SEARC
H VISITS
CR%
ARTICLE 1 KW1 1200 2.52%
KW2 1700 0.90%
KW3 2400 3.14%
KW4 3200 1.90%
KW5 4000 0.07%
KW6 300 2.10%
IF CONVERSION IS LESS THAN
~10%
FIRST, LOOK AT THE KW THAT DELIVER VIEWS
START THE PROCESS TO REVIEW
AND MODIFY CONTENT
REVIEW THE CONTENT FOR RELEVANCY
IF KW ISN’T RELEVANT, MODIFY TO RANK LOWER
IF KW IS RELEVANT, MODIFY FOR KPI
ADD THIS PROCESS TO CONTENT CREATION
THE GOAL IS TO FIND CONTENT THAT NEEDS TO
BE REVISED FOR GREATER USER RELEVANCY

20. USE THIS INFORMATION TO MAKE
INCREMENTAL IMPROVEMENTS TO
CONTENT

21. THE ONLY HARD PART IS
CONSISTENCY

22. QUESTIONS?

23. twitter.com/jpsherman
THANK YOU
IF YOU SEE ME AROUND, PLEASE FEEL FREE TO ASK ME
QUESTIONS.