Often the bane of outreach associates, tracking analytics can sometimes be demoralizing. This is especially true in a field in which the end result relies on the publisher no matter how hard the associate works. That being said, if you use analytics as a way to improve rather than scrutinize your team, you can improve both your their performance and the overall quality of your campaigns.
1. Placement rate
Placement rate is calculated by dividing the number of placements secured by the number of pitches sent. According to a 2012 study by BuzzStream and iAcquire, the industry average placement rate falls between 4.5%–4.8%. Because your outreach team should be focusing on quality of pitches, rather than quantity, you can use placement rate to estimate the number of placements each associate will secure per week (on average). (more…)
In 2013, the most popular pieces of content on both BuzzFeed and the New York Times had something in common.
Was it that they were well-research pieces by respected journalists? No. In fact, the NYT piece was created by an intern. Did they break news? Nope, no new news was made. Were they beautiful, Snowfall-like visual constructions? Nope. They were designed from templates.
They were quizzes. The writing is on the wall: interactive content is the future of content marketing.
Everyone can measure the impact of off-site content placements using referral traffic. It’s easy – you just go into Google Analytics and type in the domain of the site.
Moving Beyond Referral Traffic
But referral traffic makes up only a fraction of the total value and benefit your company or client’s site will get from your work.
In addition to the referral traffic that comes from the link, there is both direct traffic and branded search traffic created by media placements.
Direct traffic can be type-in traffic (where users type your domain into their browser), traffic from email and IM sharing, or traffic from links in documents like PDFs and PowerPoints. Either way, it’s an indication that you’re getting the word out about your client’s site.