Content Marketing For Improved Engagement
Content Audit & Analytics Review
Kusadama Enterprises, Inc. partnered with ZVD Media to perform an audit and analytics review of IBM Data Magazine’s Website and email newsletters.
Our audit consisted of a deep-dive into Google Analytics to find trends, patterns, keywords, and to provide an analysis on top-performing pages and keywords. We also analyzed “problem areas”–pages and sections of pages with high bounce rates.
One of the insights we found was a combination of high bounce rates combined with lengthy pageview times. Some agencies and consultants view long pageview times as a positive trend–but when combined with high bounce rates, we interpret the data as an indication of a usability problem. The person who does click into the page either A) can’t find what they are looking for, and immediately leaves or B) they try to find the information they are looking for on the page, and it takes them a long time. While we normally do not detail out the findings and optimization area for our clients due to privacy concerns, this particular problem is quite common with content-heavy Websites.
Our team is trained to interpret analytics in a holistic way, which helps solve the root of the problem, and leads to better results so a company can achieve their goals.
We looked at email newsletters sent within the last year, and provided an analysis on top-performers in terms of CTR and CTOR, as well as read-time as a result of links into articles.
Some consultants will simply look at the numbers and the design layout, but we pay particular attention to content.
As part of our review, we looked at subject lines, email content, length of content headers and intro paragraphs, and page layouts/templates, as well as design. We also looked at whether the emails were signed by a staff member, or the articles had bylines. We were looking for trends in personalization and how it relates to performance, among other things.
Content Strategy, Recommendations, & Insights
After performing our audits, we created a detailed Word document which listed our findings, some quick wins in terms of timing and cost (which the internal IBM team could handle on their own), as well as detailed longer-term recommendations. We’ve found that this type of recommendation document is most helpful to our clients–because they can make quick changes that truly help increase business goals as well as work toward more significant changes. Achieving some fast improvements often helps when a team is making the case for larger usability or optimization initiatives.