PTC Content Audit & Analysis

Project components: Content Audit, Content Strategy

Tools: Google Analytics, Airtable

Background

PTC is a global software company that delivers various solutions for helping businesses in various industries design, manufacture, operate, and service devices for a smart, connected world. The PTC blog is the company’s primary marketing and communications channel, and drives most of the site’s inbound traffic.

The company wants to optimize the blog further to drive conversions by successfully creating content experiences that meet every stage of the buyer’s journey. To do this, I conducted a content analysis to determine what blog posts were published within a specific time period and how these posts performed. The goal of this analysis was to understand what types of content perform the best and ultimately lead to conversions. (I completed this project as part of my Content Strategy course at Kent State University.)

Approach

We conducted a ​partial content audit​ of the blogs, focusing on blog posts published between August 1, 2018 and February 1, 2019. A total of 100 blog posts were analyzed, and I evaluated the following:

  • Organic search visibility:​ We looked at keywords, search queries, and referral channels to determine how the blog was performing from an SEO perspective.

  • Analyzed blog traffic: ​We looked at total page views per post, average time on page, and bounce rates.

  • Conversion rates: ​We identified and ranked the blog posts that actually converted customers. We used this to help determine blog topics and editorial recommendations.

I used these metrics to identify which posts performed well from an organic search (SEO) perspective and a conversion perspective. I also wanted to understand which types of posts were most likely to have customers click through to a CTA (call to action), how each blog post mapped to where the customer was in their buyer journey, and what impact blog posts had on conversions.

Following my detailed analysis in each of these key areas, I developed editorial recommendations that focused on driving conversions. These included a revised blog vision and mission statement, key topic areas for content development, a suggested blog publication cadence (along with editorial calendar template), and tips for social media promotion.