Welcome to show 42 of the Content Champion podcast. In this episode, it’s my honour to be speaking with ‘the’ Rand Fishkin of Moz.com and Inbound.org fame – about how to measure the success of our content marketing campaigns. Trust me, this is one show you don’t want to miss…
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It’s hard to know where to start with the superlatives when it comes to Rand Fishkin. We all know he’s a highly successful Internet entrepreneur, blogger, author, podcaster and speaker – and a master of all things content, search and social.
But for me he’s also one of the first people I started to follow online – over ten years ago infact when I was a newbie copywriter.
Back then I read just a few blogs, including SEOMoz as it was then and Copyblogger too – so to host Rand on the show is a bit like inviting royalty round for tea (and then actually having them turn up).
Rand is a really down to earth guy and his expertise in this field is second to none, so I tried to cover as much ground as possible in our half hour chat. The result is a podcast that I know you’ll gain a great deal of value from.
During the course of the show we covered the following fascinating topics:
- How Rand got started online and the history behind Moz
- The reasons why content marketing definitely does work and can be measured
- Problems with the ‘content-click-conversion’ model and what we should be measuring instead
- How to attribute a value to the various content touchpoints on the way to a conversion
- The importance of building online trust and authority at the various stages of your funnel
- Why you can’t measure what you don’t have: Rand’s top traffic tactics
- How to get buy in from the C-Suite so you can report the metrics that matter
- Which analytics tools to use in measuring our success
- How to connect with Rand on his blog and social media
Plus! The PS Question! Rand gives us a great resource to help us get started with content marketing measurement right after the show!
Resources mentioned in this show:
- Rand’s Moz Blog
- See-Think-Do: A Content, Marketing, Measurement Business Framework
- Beard Brand
- Google Analytics
- Rand on Twitter
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