The Post Tracking report in Content Analyzer gives Content Marketers a way of measuring the success of their external content efforts.
The goal of a Content Marketing campaign is to grow the reach and exposure of a brand or website through Internet content - both on and off your domain. Quality content leads to backlinks and backlinks boost SEO, so publishing high-quality content on the Internet from your brand can lead to better SEO for your website. However, it isn’t always easy to quantify the impact of external content on your brand or website. Two of the most common forms of external content marketing are guest posting and syndication.
Guest posting a way of building links or PR by writing relevant blog posts on another website as a guest author and mentioning/linking to your website in the body of the article.
Let’s say you work for an online shoe store and you want to improve your SEO and get some good press for the site at the same time. Here’s where you could leverage guest posts by reaching out to blogs that write about fashion, sports and shoes in general and pitch article ideas to publish on their website as a guest author.
If the blog accepts your offer, it is an opportunity for you to reach a new audience with your message and leave a link back to your website or social media once in the article or in your guest author signature. The blog gets original content, and you get to reach a new audience. As long as your post is interesting to the blog’s audience, it’s a win-win type of agreement. Many SEOs have built brands and gotten much more exposure as a result of guest posting.
Syndicated content is when you take content that has been published on your website and allow an external publication to post the same article or webpage on their website. Eric Enge explains on Search Engine Land that this can help a website’s visibility grow.
Reviewing Your Articles
As you open the tool, you’ll be asked to add the URLs of the articles you want to track. After you enter the first URL and hit “Start Tracking,” you will be taken to the table. You can add up to 50 articles per group. At the top are boxes where you can add more groups (1).
Above the table, you will see the five preview metrics (URL, referral traffic, Keywords, Shares, and Backlinks) measures for the totals of your group (2).
- URL : the number of URLs you are currently tracking.
- Referral traffic: the number of traffic that game to a post from a source outside of a search engine. This data is gathered when you connect your Google Analytics account to the tool.
- Keywords: the number of your target keywords that your posts that are ranking for in the top 100. You can track up to 5 target keywords for each post and edit this list of keywords at any time.
- Shares: the number of times your tracked articles were shared among social media platforms.
- Backlinks: the number of pages across the Internet that are linking to your article.
If you have one campaign with 10 articles, you can get a good overview of your campaign’s progress here. But if you want to see which individual articles are doing the best, you’ll want to filter or sort the table by each metric (3).
Generally, you are going to want to see higher numbers for these metrics because it can show you which pages are performing the best on your website. If you see some pages that are lacking in shares or backlinks, these may be the pages that have priority when it comes to improving your overall visibility.
As you sort and filter, you’ll learn which posts are getting the most exposure on social media and which ones are bringing the most backlinks. If a post has a high number of backlinks, you can conclude that the information in your post was found helpful and relevant for other websites.
If a post has a high number of social shares, you can conclude that the site it was published on has a well-engaged audience. For this reason, take note of which sites give your content the most shares. Under “shares” you can also see your Top Contributors (4) - a list of the biggest Twitter profiles that shared or retweeted your post.
If a post from your campaign was shared by an influential Twitter account, you’ll want to keep your relationship with that publisher positive. Hopefully, they will see the value in your post for bringing mutual exposure to your websites and will be open to letting you guest post again in the future.
To compare the quality of two of your posts, navigate to the Compare tab (5).
You can add any specific keywords to your campaign by clicking on the "add keywords button" under the keywords column. You can track up to 5 keywords per article, you can also see 10 keywords that will be recommended to you that you can then choose to add.
You are able to add keywords from the US, UK, Australia, France, Germany, Italy and Spain databases. Keep in mind if you choose to change your location of keywords, all of your previous data about that article will be lost.
Clicking on the green button all the way to the right of your article will allow you to see any daily changes involving this article.