Measuring Content

Measurin Content: Yo ass Bustin it Wrong

Original article: https://moz.com/blog/measuring-content-youre-doing-it-wrong

 

Da traditionizzle wayz of measurin tha success or failure of content is broken. I aint talkin’ bout chicken n’ gravy biatch. We can’t just rely on metrics like tha number of pageviews/visits or bounce rate ta determine whether what tha fuck we’re bustin has performed well.

“Da primary thang our slick asses look fo’ wit shizzle is impact, not traffic,” says Jonah Peretti, Founder of BuzzFeed. Y’all KNOW dat shit, muthafucka! One of tha ways dat BuzzFeed have mastered dis is wit tha pimpment of they proprietary analytics platform, POUND.

POUND enablez BuzzFeed ta predict tha potential reach of a rap based on its content, KNOW how tha fuck effectizzle specific promotions is based on tha downstream pluggin n’ traffic, n’ juice A/B tests — n’ that’s just all dem examples.

Just cuz you’ve managed ta git mo’ eyeballs onto yo’ content don’t mean it’s straight-up bigged up anything. If dat was tha case then I’d just take all dem hundred dollars n’ loot some paid StumbleUpon traffic every last muthafuckin time.

Yeah, I’d generate traffic yo, but it’s highly unlikely ta result up in me achievin a shitload of mah actual bidnizz goals. Not only dat yo, but I’d have no real indication of whether mah content was satisfyin tha needz of mah visitors.

Da freaky thang is dat tha majoritizzle of content marketin campaigns is measured dis way. I hear statements like “it’s too hard as fuck ta measure tha performizzle of individual piecez of content” far too often. I aint talkin’ bout chicken n’ gravy biatch. Da realitizzle is dat it’s pretty easy as fuck ta measure content marketin campaigns on a micro level — a shitload of tha time playas don’t want to do dat shit.

Engagement over entrances

Within any commercial content marketin campaign dat you’re hustlin, measurement should be bidnizz goal-centric. By dat I mean dat you should be determinin tha overall success of yo’ campaign based on tha achievement of core bidnizz goals.

If yo’ primary bidnizz goal is ta generate 300 leadz each month from tha content dat you’re publishing, you’ll need ta git a reportin mechanizzle up in place ta track dis shiznit.

On a mo’ micro-level, you’ll wanna be trackin n’ rockin engagement metrics ta enable you ta influence tha achievement of yo’ bidnizz goals. In mah opinion, all content campaigns should have robust, engagement-driven reportin behind dem wild-ass muthafuckas.

Total Time Readin (TTR)

One metric dat Medium uses, which I be thinkin addz a shitload mo’ value than pageviews, is “Total Time Readin (TTR).” This be a cold-ass lil cumulatizzle metric dat quantifies tha total number of minutes dropped readin a piece of content. For example, if I had 10 visitors ta one of mah Snoop Bloggy-Blogg articlez n’ they each stayed readin tha article fo’ 1 minute each, tha total readin time would be 10 minutes.

“We measure every last muthafuckin user interaction wit every last muthafuckin post. Most of dis is done by periodically recordin scroll positions. We pipe dis data tha fuck into our data warehouse, where offline processin aggregates tha time dropped readin (or our dopest guess of it): we infer when a reader started reading, when they paused, n’ when they stopped altogether n’ shit. Da methodologizzle allows our asses ta erect fo’ periodz of inactivitizzle (like fuckin havin a post open up in a gangbangin’ finger-lickin’ different tab, struttin tha dog, or checkin yo’ phone).” (source)

Da reason why dis is mo’ bangin than just pageviews is cuz it takes tha fuck into account how tha fuck engaged yo’ readaz is ta give a mo’ accurate representation of its visibility. Yo ass could have a article wit 1,000 pageviews dat has a pimped outa TTR than one wit 10,000 pageviews.

Scroll depth & time on page

A related n’ simpla metric ta acquire is tha average time on page (available within Gizoogle Analytics). Da average time dropped on yo’ webpage will give a general indication of how tha fuck long yo’ visitors is stayin on tha page. Combinin dis wit ‘scroll depth’ (i.e. how tha fuck far down tha page has a visitor scrolled) will help paint a funky-ass betta picture of how tha fuck ‘engaged’ yo’ visitors are. You’ll be able ta git tha answer ta tha following:

“How tha fuck much of dis article is mah visitors straight-up reading?”

“Is tha length of mah content puttin visitors off?”

“Is mah readaz remainin on tha page fo’ a long-ass time?”

Havin tha lyrics ta these thangs is straight-up blingin when it comes ta determinin which typez of content is resonatin mo’ wit yo’ visitors.

Ghetto Lift

BuzzFeed’s “Ghetto Lift” metric be a particularly phat way of understandin tha ‘virality’ of yo’ content (you can peep dis when youpublish a post ta BuzzFeed). BuzzFeed calculates “Ghetto Lift” as bigs up:

((Ghetto Views)/(Seed Views)+1)

Ghetto Views: Traffic that’s come from outside BuzzFeed; fo’ example, referral traffic, email, hood media, etc.

Seed Views: Owned traffic that’s come from within tha BuzzFeed platform; e.g. from appearin up in BuzzFeed’s newsfeed.

BuzzFeed Ghetto Lift

This be a pimped out metric ta use when you’re a platform publisher as it helps separate up traffic that’s comin from outside of tha propertizzles dat you own, thus determinin its “viral potential.”

There is ways ta use dis kind of approach within yo’ own content marketin campaigns (without bein a big-ass publisher platform) ta help git a funky-ass betta scam of its “viral potential.”

One simple calculation can just involve tha following:

((social shares)/(pageviews)+1)

This simple stat can be used ta determine which content is likely ta big-ass up betta on hood media, n’ as a result it will enable you ta prioritize certain content over others fo’ paid hood promotion. I aint talkin’ bout chicken n’ gravy biatch. Da higher tha score, tha higher its “viral potential.” This is exactly what tha fuck BuzzFeed do ta KNOW which piecez of content they should put mo’ weight behind from a straight-up early stage.

Yo ass can even take dis ta tha next level by replacin pageviews wit TTR ta git a mo’ representatizzle view of engagement ta pluggin behavior.

Da bottom line

Alongside predictin “viral potential” n’ “TTR,” you’ll wanna know how tha fuck yo’ content is struttin against yo’ bottom line. For most bidnizzes, that’s tha main reason why they’re bustin content.

This isn’t always easy as fuck n’ a shitload of playas git dis wack by lookin fo’ a silver cap dat don’t exist. Every salez process is different yo, but let’s peep tha typical process dat our crazy asses have at HubSpot fo’ our free CRM product:

  1. Visitor comes all up in ta our Snoop Bloggy-Blogg content from organic search.
  2. Visitor clicks on a CTA within tha Snoop Bloggy-Blogg post.
  3. Visitor downloadz a gated offer up in exchange fo’ they email address n’ other data.
  4. Prospect goes tha fuck into a nurturin workflow.
  5. Prospect goes all up in ta a BOFU landin page n’ signs up ta tha CRM.
  6. Registered user activates n’ invites up in thugz of they crew.

This be a simple process yo, but it can still be tricky sometimes ta git a thugged-out dollar value on each piece of content we produce. To do this, you’ve gots ta KNOW what tha fuck tha value of a visitor is, n’ dis is done by hustlin backwardz all up in tha process.

Da first question ta answer is, “what’s tha lifetime value (LTV) of a activated user?” In other lyrics, “how much will dis hustla spend up in they gametime wit us?”

For e-commerce bidnizzes, you should be able ta git dis shiznit by analyzin oldschool salez data ta KNOW tha average order value dat one of mah thugs make n’ multiply dat by tha average number of ordaz a individual will make wit you up in they gametime.

For tha purposez of dis example, let’s say each of our activated CRM playas has a LTV of $100. It’s now time ta work backwardz from dat figure (all tha below figures is theoretical)…

Question 1: “What’s tha conversion rate of freshly smoked up CRM activations from our email workflow(s)?”

Answer 1: “5%”

Question 2: “How tha fuck nuff playas downlizzle our gated offers afta comin all up in ta tha Snoop Bloggy-Blogg content?”

Answer 2: “3%”

Knowin dis would help me ta start puttin a monetary value against each visitor ta tha Snoop Bloggy-Blogg content, as well as each lead (someone dat downloadz a gated offer).

Let’s say we generate 500,000 visitors ta our Snoop Bloggy-Blogg content each month. Usin tha average conversion rates from above, we’d convert 15,000 of dem tha fuck into email leads. From there we’d nurture 750 of dem tha fuck into activated CRM users. Multiply dat by tha LTV of a CRM user ($100) n’ we’ve gots $75,000 (again, these figures is all just made up).

Usin dis final figure of $75,000, we could work backwardz ta KNOW tha value of a single visitor ta our Snoop Bloggy-Blogg content:

 ((75,000)/(500,000))

Single Visitor Value: $0.15

We can do tha same fo’ email leadz rockin tha followin calculation:

(($75,000)/(15,000))

Individual Lead Value: $5.00

Knowin these figures will help you be able ta determine tha bottom-line value of each of yo’ piecez of content, as well as calculatin a rough return on investment (ROI) figure.

Let’s say one of tha Snoop Bloggy-Blogg posts we’re bustin ta encourage CRM signups generated 500 freshly smoked up email leads; we’d peep a $2,500 return, so check it before ya wreck it. I aint talkin’ bout chicken n’ gravy biatch. We could then go n’ evaluate tha cost of producin dat Snoop Bloggy-Blogg post (let’s say it takes 6 minutes at $100 per minute — $600) ta calculate a ROI figure of 316%.

ROI up in its simplest form is calculated as:

(((($return)-($investment))/($investment))*100)

Yo ass don’t necessarily need ta follow these figures religiously when it comes ta content performizzle on a funky-ass broader level, especially when you consider dat some content just don’t have tha primary goal of lead generation. I aint talkin’ bout chicken n’ gravy biatch. That holla’d, fo’ tha content dat do have dis goal, it make sense ta pay attention ta this.

Da link between engagement n’ ROI

Yo, so far I’ve talked bout two straight-up different formz of measurement:

  1. Engagement
  2. Return on investment

What you’ll wanna stay tha fuck away from is straight-up thankin bout these as isolated variables. Return on investment metrics (for example, lead conversion rate) is heavily hyped up by engagement metrics, like fuckin TTR.

Da key is ta KNOW exactly which engagement metrics have tha top billin impact on yo’ ROI. This way you can use engagement metrics ta form tha basiz of yo’ optimization tests up in order ta make tha freshest impact on yo’ bottom line.

Let’s take tha followin scenario dat I faced within mah own Snoop Bloggy-Blogg as a example…

Da average length of tha content across mah joint is round 5,000 lyrics. Right back up in yo muthafuckin ass. Some of mah content way surpasses 10,000 lyrics up in length, takin a estimated minute ta read (my recent SEO tips guide be a slick example of this) fo’ realz. As a result, tha bounce rate on mah content is like high, especially from mobile visitors.

Keepin playas engaged within a 10,000-word article when they haven’t gots a shitload of time on they handz be a cold-ass lil challenge. Needless ta say, it make it even mo’ hard as fuck ta ensure mah CTAs (aimed at newsletta subscriptions) stand out.

From some testing, I found dat addin mah CTAs closer ta tha top of mah content was helpin ta improve conversion rates. Da main issue I needed ta tackle was how tha fuck ta keep playas on tha page fo’ longer, even when they’re up in a hurry.

To do this, I hit dat shiznit on tha followin solution: give visitors a cold-ass lil concise summary of tha Snoop Bloggy-Blogg post dat takes under 30 secondz ta read. Y’all KNOW dat shit, muthafucka! Once they’ve read this, show dem a CTA dat will give dem suttin’ ta read up in mo’ detail up in they own time.

All dis involved was tha addizzle of a “Summary” button all up in tha top of mah Snoop Bloggy-Blogg post that, when clicked, hides tha content n’ displays a gangbangin’ finger-lickin’ dirty-ass short summary wit a cold-ass lil custom CTA.

Showin Custom Summaries

This has not only helped ta reduce tha number of playas bouncin from mah long-form content yo, but it also increased tha number of subscribers generated from mah content whilst pimpin-out user experience all up in tha same time (which is pretty rare).

I’ve thought dat mo’ of y’all might find dis like a useful feature on yo’ own joints, so I packaged it up as a gangbangin’ free WordPress plugin dat you can downlizzle here.

Final thoughts

Da above example is just one example of a way ta impact tha ROI of yo’ content by pimpin-out engagement. My fuckin lyrics is ta git a robust measurement process up in place so dat you’re able ta first of all identify opportunities, n’ then go all up in wit experiments ta take advantage of tha opportunity.

Mo’ than anything, I’d recommend dat you take a step back n’ re-evaluate tha way dat you measurin yo’ content campaigns ta peep if what tha fuck you bustin straight-up aligns wit tha fundamenstrual goalz of yo’ bidnizz. Yo ass can invest up in endless tools dat help you measure thangs mo’ betta yo, but if core metrics dat you lookin fo’ is wrong, then dis be all fo’ nothing.

Bout MatthewBarby — Global Head of Growth n’ SEO at HubSpot, award ballin blogger n’ lecturer n’ shit. Find mah crazy ass on mah digital marketin blog or drop me a tweet.

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