analytics Archives - Agency Management Institute

How to do a content marketing audit in 8-steps (plus, best practices for fixing your content)

It’s the 80/20 rule of content marketing: 80% of results come from 20% of content. This is true for every website and for every content marketing audit I’ve ever done. A handful of articles pull in the largest percentage of traffic and conversions. Just look at your own data. A report of your top posts by traffic probably looks something like this. A few posts bring in a lot of traffic, while most articles drive little or no traffic. If you calculate the conversion rate for each piece of content, you’ll see a similar curve. A few articles convert visitors at a high rate, while most articles convert few or no visitors. A Content Audit for Finding the Top Performers If it’s true that 20% of articles create 80% of the results, then why aren’t we focused more on these performers? The problem is that we usually don’t know which articles are the real heroes. To find out, we need to do an audit. Here’s our content audit checklist. Use the links below to skip to the sections you want. ✪ Advanced Readers: Skip down to section seven for the deeper analysis. FINDING TRAFFIC CHAMPIONS 1. SEO: Content that attracts visitors from search 2. SEO: Content with declining search traffic 3. SEO: Content that has search ranking potential 4. Email: Campaigns that attract visitors 5. Email: Measuring the engagement of visitors from email campaigns 6. Social: Content that gets the shared the most FINDING CONVERSION CHAMPIONS 7. Content that converts visitors into leads at the greatest rate ACTIONS 8. What to do now that you know the strengths and weaknesses of each piece of content. This is a step-by-step guide for auditing content marketing [...]

Go beyond Google Analytics and use data to educate your clients

Numbers and data are no longer a daunting task — they’ve now become an integral part of a company’s operations. The issue is most companies are only given the basic facts of their data without the what’s, how’s, and why’s that are driving the analytics. Jaywing, a British data-based digital agency, found that brands across the board are failing to take advantage of marketing technology innovations, including how data can lead to larger explanations of how their audiences consume. Further, the agency’s 2017 Data-Driven Marketing Report found that 23 percent of marketers rate data science and analytics as the least important marketing skill. By contrast, the Data & Marketing Association found that 33 percent of marketers said having the right technology for data collection and analysis as the most important tool for understanding audiences. Given these disparities (and the fact that marketers are expected to spend 11 percent of their budget on analytics), it’s important to understand why data is an essential part of your client's business and how you should present it to garner the best results. How companies are using marketing analytics: 1. Clients now expect more from analytics. As clients get more familiar with data jargon, they begin to understand more about what is being collected. Further, they’re hearing buzzwords like “big data,” so naturally they want more than just numbers thrown at them — they want an explanation. Clients now want to know what data does, its fluctuations, and how it will affect their business. Agencies are currently searching for the right direction to send their clients in as well as condensing data into points of value. Data is coming from all directions, and having the right people on staff who can analyze it well [...]