Course overview
Digital content can help to drive traffic to your website and engage your audience but it involves more than content creation. This course will teach you how to measure the performance of your digital content, from which tools and software to use, to what metrics to measure, allowing you to optimise and improve the content you create.
Course content
Digital content measurement
- Understanding the evolution of digital metrics in content marketing
- Tools of the trade – introduction to different measurement tools
- How different formats and platforms perform
- Working with different types of digital content – including websites, blogs, sponsored content and multimedia projects
- Acquiring metrics for partnership content
- Understanding the potential ROI on content marketing projects
- Making a business case for content investment with performance metrics
Measuring success and optimising performance
- What to measure – from engagement to reach, scroll depth and click-throughs
- Techniques and best practice for measuring the impact of your content
- Setting benchmarks for success
- Managing and optimising performance within content marketing Maximising the impact and reach of your digital content
- Analysing your metrics and matching it to your audience
How the Guardian works with digital content
- Exclusive insight into the Guardian’s approach to content and optimisation
- Live-demo of the Guardian’s real-time tracking and measurement software
- Understand the importance of different referrers, platforms and devices
- Using the stories from the day to explain how they are performing
- The different metrics used by the Guardian to analyse the impact of online content
- Advice on how you can incorporate the Guardian’s learnings into your own business
Booking information
This course can also be tailored to the specific needs of your organisation. Please enquire on 020 3353 3923 or email corporate.masterclasses@theguardian.com
