Content Marketing – Digital Publishing
In February 2017, I helped a leading digital publishing startup in India to fine-tune their approach to content marketing. These are actual performance data for Feb 1-23 (23 days) compared to previous month Jan 1-31 (31 days) while I led the in-house digital marketing team as a content marketer.
Media: Blog, Newsletter, Social (Twitter, Facebook, Instagram)
Impressions
Jan – 54.5K impressions per day
Feb – 59.9K impressions per day
Engagement Rate:
Jan – 5.7%
Feb – 6.6%
Link Clicks:
Jan – 3.6 link clicks per day (111.8K)
Feb- 3.6 link clicks per day (86K)
Retweets:
Jan – 10 RTs per day
Feb – 23 RTs per day
Likes:
Jan – 20 likes per day (Total: 631)
Feb – 47 likes per day (Total: 1.1K)
Replies:
Jan – 5 replies per day (Total: 147)
Feb – 9 replies per day (Total: 217)
Engagements - Up by 102% (120,265)
Page Likes - Up by 166% (708)
Reach - Up by 91% (1,374,473)
Actions - Up by 178% (89)
Page Views - Up by 95% (1562)
Videos - Views up by 5,823 (19,308)
NEWSLETTER – REDESIGN
Following the newsletter redesign initiative to make it more reader-friendly with prominent call-to-actions, A/B results showed higher click rates.
Sessions
Jan – 195
Feb – 236
New Sessions
Jan – 19%
Feb – 32%
New Users
Jan – 37
Feb – 77
TRAFFIC – BLOG
As the result of the new social media approach and newsletter redesign, the blog received 17.02% increase in Sessions (5,075 vs 4,337) of which 5.04% sessions are New (first time visits). At least one session per user is up by 19.24% (4,171 vs 3,498).
Traffic from Newsletter to Blog (previously absent from top 10 traffic sources):
Sessions: 89
New Sessions: 42%
New Users: 38
