“We want to get to 50,000 monthly visitors by the end of the year!” “We want to 10 x our traffic in 6 months!” I hear such emphatic exclamations all the time. Problem is – they are rarely followed by a rational investment of resources, outputs, effort, and a content plan with a potential proportional to the ambitious goals. Setting such goals and not creating any actionable plans that would give you a chance to accomplish them is setting yourself up for failure. Worse still – if you’re the boss, you can set unrealistic expectations of your employees or team members, scare them, make them feel like failures and lead them to burn out and quitting. And that’s the last […]
Continue readingMonthly Archives: July 2021
Scaling Content Operations – The Most Difficult Piece of The Puzzle
How to scale content operations? I’ve heard this question over and over, asked both by agency owners and in-house content managers. Scaling content ops is notoriously difficult because there are so many moving parts, and it’s so hard to create standardized operating procedures for such a creative task as writing. I had the same problem when we decided to up our ante with content creation and publish 32 blog posts per month. Initially, I thought hiring 2-3 full-time content writers would solve the problem – as we were publishing really niche content that required specialized knowledge and hours of training – but it didn’t. The content writers were burning out double time and we were nowhere near hitting the target […]
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How to measure content marketing ROI – metrics + Google Data Studio Dashboards
Most SaaS companies I know use content marketing as part of their acquisition strategy. But few really consistently measure their content marketing ROI. Be honest with yourself and think if you know the answer to the following questions: Is your content plan is working? Is the organic traffic generated by your blog content really resulting in any conversions? Are some types of posts performing better than others? Do you have clear “winner” posts that are doing most of the “heavy lifting” in terms of driving conversions? Which of your content clusters is driving most traffic, engagement and conversions? Which of your content writers are performing best in terms of: a) how long people stay on their pages Are people really […]
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Content Update ROI – How to Measure it with Google Data Studio?
Updating old content is all the rage in content marketing. But do you track and measure your content update ROI? I know a lot of SaaS businesses are not measuring the ROI from their content updates because it’s too tedious to dig the data up for each post. But there’s an easier way to do it. And it’s completely free. I’ve created some pivot tables with GA and GSC in Google Data Studio. Ever since my mentor John Leo Weber showed me the cool things one can do in Google Data Studio, I’ve been obsessed with it. 😅 But first, let’s see what content ROI metrics you should measure at all. Content update ROI metrics What should you measure when it […]
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