When more than 5,000 marketers were asked, "Does your organization use content marketing?" for the fifth annual B2B Content Marketing Benchmarks, Budgets, and Trends--North America
report, an astounding 86% responded with, "yes." However, when asked, "How successful is your organization at tracking the ROI of its content marketing program?" only 21% said that they were successful.
So, why would you continue to spend money on a content marketing budget if you aren't able to effectively measure its performance?
In most cases, you wouldn't. But on July 15, 2015, Searchmetrics announced
a new solution called Content Performance within its Research Cloud that not only lets you check your website's traffic, it also gives you the ability to view holistic KPIs on a page-by-page level, as well as measure the competitors who are outperforming you, providing the "whole" story of a website. It's described as "an ad-hoc analysis solution on a URL basis within the biggest search and content data pool available."
What is the Research Cloud?
Searchmetrics has revamped its software; you can now enter a domain into the search field and receive relevant metrics in one overview page. The changes are aimed at helping SEOs, bloggers, and marketers answer two important questions; "Where am I currently positioned?" and "What can I achieve?"
The backbone of this new feature is the large data pool that includes billions of pieces of information from more than 100 million domains, SEO, PPC, content, backlinks, and social data available within the Research Cloud.
Introducing Content Performance
Content Performance, within the Research Cloud, allows users to create a better and more detailed picture of any website, which shows all the relevant performance metrics along with a unique solution to analyze landing pages.
What makes Content Performance so useful is that it focuses on holistic content as opposed to single keywords. While it may have been acceptable to focus solely on keywords in the past, Content Performance also explores a URL. This is important because landing pages that contain a wide-range of content clusters and topics rank better in Google organic search results.
Additionally, with an overview of a URL, you can better understand the web projects that your competitors are working on, and even analyze every page from hundreds of millions of domains in just a matter of seconds. This includes:
- Competitor's top pages
- Inbound links that refer to the top pages
- The keywords that your competition ranks for
- If there are any secondary keywords that are being targeted
- The strongest inbound links
- Competitor's social media strategy
Besides allowing you to understand your competitor's web projects and use them to your advantage, Content Performance gives you the ability to analyze the environment of your market in a matter of seconds.
Research Cloud Features
Besides Content Performance, the Research Cloud also contains the following features:
- Mojo and Desktop vs Mobile Visibility
The "mojo" feature allows you to see if a domain has strong search traffic, but is under-performing in other areas, such as social media traffic, at a glance.
- Visibility and Google Updates
Underneath the mojo is a graph that illustrates historical organic search visibility and paid visibility. If you're using the free version, you can only review the last 3 months. Registered members, however, have access to years of historical data.
Another exciting new feature is "Google Updates," which allows you to see instantly all previous Google algorithm updates.
This is another new feature that allows you to view differences between specific countries. For example, you could compare the SEO visibility for the top ten countries for your brand. This information allows you to analyze various global markets.
July 23, 2015
This feature provides the national SEO Rank or PPC Rank of your domain. It also provides the quantity, value, and position of keywords for which the domain ranks in organic search. With this data, you can see the relationship between SEO and PPC behavior and keyword distribution of a domain.
There's also a "most important keywords" as well as a "winners/losers list" that can be used for answering any ROI-related questions.
This gives you a glimpse into the performance of a domain across mobile devices.
- Market Analysis and Industries
This module allows users to conduct a competitor analysis where you can find how a keyword ranks for a specific domain.
This feature gives you a holistic view that examines inbound links metrics, as well as an overview of your domain's social rank, social signal quality, and visibility on platforms like Facebook and Twitter.
With the addition of Content Performance, Searchmetrics' Research Cloud is a fantastic suite of tools for online marketers. If you're interested in giving Searchmetrics Research Cloud a try, head over to Searchmetrics
and see what new insights you can gain from this set of tools.
Jayson DeMers is the founder & CEO of AudienceBloom, a Seattle-based content marketing & social media agency. You can contact him on LinkedIn, Google+, or Twitter.