Content Marketing World is part of the Informa Connect Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Content Marketing World 2020 - Session Viewer

Because this year’s event is virtual, you do not need to select your schedule in advance, but we do recommend planning your week ahead of time for an easier time navigating the virtual platform. Pre-conference workshops will be released on demand on Monday, October 12th and Industry Forums will be released on Friday, October 16th - check your emails for login instructions. All breakout/track sessions will be released on Tuesday, October 13th at 2:45pm EDT for on demand viewing. All event content will be available on demand for six months. Please note all times are shown in Eastern Time.

Content Measurement in a Zero-Click Reality

Katie Tweedy  (Senior Content Marketing Manager, Collective Measures)

Date: Tuesday, October 13

Time: 2:45pm - 3:15pm

Pass Type: All Access Virtual, Virtual, Virtual Plus - Get your pass now!

Track: Search Engine Optimization

Session Type: Breakout Session

Audience Level: Intermediate

Vault Recording: TBD

Audience Level: Intermediate

Content Measurement in a Zero-Click Reality
Content marketers are living in a zero-click reality in search engine results pages, with over 50% of searches on Google ending without a click. On anything. As organic search clicks and traffic continue to decrease, the pressure to defend content marketing efforts and understand content search success intensifies.

The zero-click world doesn't spell disaster for the savvy content marketer, it simply necessitates a shift in measurement focus. We'll discuss the growing importance of search impressions and search ranking when discussing content success, how valuable ranking for featured snippets is to your business and whether it's worth your time to optimize for them, and how to report on your content success in an overarching digital ecosystem.

Takeaway


• How to use search impression and search rank data in reporting and make future content decisions
• How to determine the value of ranking for featured snippets in search engine results pages
• How to understand which content is successful based on business goals



FOLLOW CONTENT MARKETING WORLD ON SOCIAL