How to Measure Brand Awareness with Content Marketing

In other words, how many of your

early-stage prospects are finding their way

to your company website?

BRAND AWARENESS BRAND HEALTH CONVERSIONS

Search traffic your site receives from

paid search advertisements versus traffic

due to a high organic search ranking.


WHAT TO MEASURE PAID VS. ORGANIC SEARCH TRAFFIC

UNBRANDED ORGANIC SEARCH TRAFFIC

ORGANIC SEARCH SHARE OF VOICE


keywords that never mention your brand

name or products.

The percentage of online conversations

in your space that include your brand.



name or products.











HOW TO CALCULATE THE VALUE OF:

PAID VS. ORGANIC SEARCH TRAFFIC

Content marketing allows you to gain

additional reach, engagement and conversion

without having to pay for it.


Content marketing allows you to gain

additional reach, engagement and conversion

without having to pay for it.

You can literally earn your audience’s

attention vs. buying it.


Organic search traffic can be

calculated easily via Google Analytics.


1  Go to Acquisition

2  Campaigns

3  Organic Keywords

You will then see the keywords

people have used to find your

website and the number of visits

and percentage of overall visits you

have received from each keyword.


You will then see the keywords

people have used to find your

website and the number of visits

and percentage of overall visits you

have received from each keyword.

In this example, the site has received

359,953 visits from organic search

traffic, totaling 25% of overall traffic.


Next we want to see how much paid traffic we’re receiving, which we can also find in Google Analytics’

‘Paid Keywords.’

In this example, let’s say we spend

$100,000 on paid search traffic for 1,078,779 visits.


Based on those numbers and percentages, we can calculate the value of that organic traffic.

In this example, let’s say we spend $100,000 on paid search traffic.

1,078,779 359,593

$100,000 X

CROSS MULTIPLY & DIVIDE TO FIND “X”




1,078,779 359,593

$100,000 X



ALGEBRA DOES COME IN HANDY!



1,078,779 359,593

$100,000 X



ALGEBRA DOES COME IN HANDY!

PAID ORGANIC

TRAFFIC PERCENTAGE 75% 25%

TOTAL TRAFFIC 1,078,779 359,593

COST/VALUE $100,000 $33,333

ORGANIC SEARCH TRAFFIC IS WORTH $33,333


HOW TO CALCULATE THE VALUE OF:


Any visitor that searches your brand name

already knows where they want to go.


X

Unbranded organic search traffic is important

to calculate because we want to know about

the people who didn’t know where they would

end up.


?

They had a question or need, asked a search

engine for direction, and that interaction

brought them to you.


X X X

“

The buyer journey is nothing more than a series of questions that

must be answered.

- IDC -

”


To calculate unbranded organic search, we need to exclude your brand or products’

name from the search.



name from the search. To do this, create an “Advanced Filter” that will exclude those branded keywords.



name from the search. To do this, create an “Advanced Filter” that will exclude those branded keywords. In this example, our brand and products contain the word “Raspberry.”


Let’s say the results showed that now with

excluding branded keywords, your site’s organic

search traffic accounts for 269,694 visits,

or about 19% of total organic traffic.


Let’s say the results showed that now with excluding branded keywords, your site’s organic search

traffic accounts for 269,694 visits, or about 19% of total organic traffic.

We go back to our table to calculate the value of this traffic.

1,078,779 269,692

$100,000 X



Let’s say the results showed that now with excluding branded keywords, your site’s organic search

traffic accounts for 269,694 visits, or about 19% of total organic traffic.

We go back to our table to calculate the value of this traffic.

1,078,779 269,692

$100,000 X



PAID ORGANIC

TRAFFIC PERCENTAGE 75% 19%

TOTAL TRAFFIC 1,078,779 269,692

COST/VALUE $100,000 $24,100

ORGANIC UNBRANDED SEARCH TRAFFIC IS WORTH $24,100


HOW TO CALCUALTE THE VALUE OF:


This essentially measures how much your brand or product is talked about compared to your competitors.


COMPETITOR 2

COMPETITOR 3

COMPETITOR 1

This essentially measures how much your brand or product is talked about compared to your competitors.


COMPETITOR 2

COMPETITOR 3

COMPETITOR 1

YOU

First you want to choose a group of words

based around your brand’s product or service.


When choosing your words, be sure to stay within a common theme. In this example, we’ll use a dance brand.

Source: Moz, How to Calculate Share of Voice for Organic Search


Keywords:

•  Dance Shoes

•  Dancing Shoes

•  Cheap Dance Shoes

•  Affordable Dance Shoes

•  Ballet Shoes

In general, it’s better for your

SEO strategy to focus on a specific topic.


Think narrow and deep,

instead of broad and shallow.


Next, choose your competition.

Who do you want to compare yourself against?


Be sure to know what URLs you’re

wanting to track of your competitors.

Some may use off-branded URLs for

their content marketing efforts.

For example, ConAgra’s content

marketing is done on an off-brand

site, Forkful.

The site provides time-saving kitchen

tips and advice for cooking with kids.


Now record the rankings for each keyword you selected for yourself and your competitors.

If you do rank, record in what position.

(Note: You can rank more than once)

KEYWORD RANKING #1 RANKING #2 RANKING #3

DANCE SHOES 1 2 3

DANCING SHOES 2 3 4

CHEAP DANCE SHOES 2

AFFORDABLE DANCE SHOES 5

BALLET SHOES


Now record the rankings for each keyword you selected for yourself and your competitors.

If you do rank, record in what position.

(Note: You can rank more than once)


DANCE SHOES 1 2 3

DANCING SHOES 2 3 4

CHEAP DANCE SHOES 2


BALLET SHOES

When doing this, keep in mind there is no point in looking at more than the top 10…


…because only 2% of users travel to

the 2nd page of Google.

Source: Eyetools Inc.


2014 GOOGLE CLICK THROUGH RATES

POSITION CTR

1 31.24

2 14.04

3 9.85

4 6.97

5 5.5

6 3.73

7 0

8 0

9 0

10 0

Source: Moz, Google Organic Click-Through Rates in 2014.

Now that you have your rankings, calculate your share of voice for each keyword using the chart to

the left.


DANCE SHOES 1 2 3

DANCING SHOES 2 3 4

CHEAP DANCE SHOES 2


BALLET SHOES


2014 GOOGLE CLICK THROUGH RATES

POSITION CTR

1 31.24

2 14.04

3 9.85

4 6.97

5 5.5

6 3.73

7 0

8 0

9 0

10 0

Source: Moz, Google Organic Click-Through Rates in 2014.

Now that you have your rankings, calculate your share of voice for each keyword using the chart to

the left.


DANCE SHOES 31.24 14.04 9.85

DANCING SHOES 14.04 9.85 6.97

CHEAP DANCE SHOES 14.04

AFFORDABLE DANCE SHOES 5.5

BALLET SHOES


If your rank more than once, simply add the click through rates

to find that keyword’s total share of voice.

KEYWORD RANKING #1 RANKING #2 RANKING #3 SOV

DANCE SHOES 31.24 14.04 9.85 55.13%

DANCING SHOES 14.04 9.85 6.97 30.86

CHEAP DANCE SHOES 14.04 14.04%

AFFORDABLE DANCE SHOES 5.5 5.5%

BALLET SHOES

55.13 + 30.86 + 14.04 + 5.5 + 0 / 5 = 26.38


To find your overall share of voice, average the share of voice for all your keywords.

KEYWORD RANKING #1 RANKING #2 RANKING #3 SOV

DANCE SHOES 31.24 14.04 9.85 55.13%

DANCING SHOES 14.04 9.85 6.97 30.86

CHEAP DANCE SHOES 14.04 14.04%

AFFORDABLE DANCE SHOES 5.5 5.5%

BALLET SHOES

TOTAL SHARE OF VOICE 26.38%

55.13 + 30.86 + 14.04 + 5.5 + 0 / 5 = 26.38


If there’s a gap between your market share

and your share of voice, that means your competition

is wooing your prospects before you!


If you don’t want to go through the manual trouble, there are a few

tools that will help you calculate this:

QUICK SPROUT: Allows you to enter up to 3 competitor sites and get a

ranking on key scores for each

SEMRUSH: Offers free search analysis for your site and your competitors


WANT TO LEARN MORE?

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program management, to customized strategy sessions and workshops, we’ll set your brand up for success.

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How to Measure Brand Awareness with Content Marketing

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