Evelyn Thar - Content Marketing Measurement

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Evelyn Thar, Amazee Metrics: Performance und Nutzung von Content Marketing messen.

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Evelyn Thar - Content Marketing Measurement

  1. 1. Content Marketing Measurement Evelyn Thar, 23.9.2013
  2. 2. Agenda 1.  Was ist Content Marketing? 2.  Content Marketing Measurement Frameworks 3.  Content Marketing – Metriken und KPIs 4.  Content Marketing und SEO www.amazeemetrics.com
  3. 3. Was ist Content Marketing?
  4. 4. Content Marketing Wikipedia Content Marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc. http://en.wikipedia.org/wiki/Content_marketing Content Marketing Institute Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. http://contentmarketinginstitute.com/what-is-content-marketing/ www.amazeemetrics.com
  5. 5. Content Marketing "Pragmatic Definition" Content Marketing is about delivering the content your audience is seeking in all the places they are searching for it. It is the effective combination of created, curated and syndicated content. https://twitter.com/BrennerMichael Content Marketing Elevator Pitch Traditional marketing and advertising it telling the world your're a rock star. Content Marketing is showing the world that you are one. https://twitter.com/Robert_Rose www.amazeemetrics.com
  6. 6. Einsatz von Content Marketing www.amazeemetrics.com http://contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/ (B2B, 2012)
  7. 7. Nutzung im Vergleich zum Vorjahr www.amazeemetrics.com http://contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/ Vermehrter Einsatz von: Blogs: +27% Videos: +27% White Papers: +19%
  8. 8. Content Marketing Measurement Frameworks
  9. 9. Was sind die Ziele von Content Marketing? Wikipedia Content Marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc. http://en.wikipedia.org/wiki/Content_marketing Content Marketing Institute Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. http://contentmarketinginstitute.com/what-is-content-marketing/ www.amazeemetrics.com
  10. 10. Mess-Kriterien www.amazeemetrics.com http://contentmarketinginstitute.com/2011/05/content-marketing-roi-measurement/ (B2B, 2010)
  11. 11. Measurement Framework 1: Content Marketing ROI mittels Page Value Page Value (Google Analytics): The average value for a page that a user visited before landing on the goal page or completing an Ecommerce transaction (or both). This value is intended to give you an idea of which page in your site contributed more to your site’s revenue. Wichtig: Segmente erstellen und Seiten mit Seiten aus demselben Bereich miteinander vergleichen. (Blog Posts mit Blog Posts und nicht mit Kontakt- oder Informations-Seiten) http://www.branded3.com/blogs/using-page-value-in-google-analytics-to-measure-the-roi-of-content-marketing/ www.amazeemetrics.com
  12. 12. Wie wird Page Value berechnet? www.amazeemetrics.com Page Value = Transaction Revenue + Total Goal Value Unique Pageviews for the page Page Value = 100 + 10 = 110 1 Google Analytics: https://support.google.com/analytics/answer/2695658?hl=en
  13. 13. Page Value in Google Analytics www.amazeemetrics.com Page Value misst Verkäufe (Sales) und Leads (Kontaktformular).
  14. 14. Measurement Framework 2 Content Marketing ROI: Sales, Kosten, Retention Primary Content Indicators: •  Sales •  Kosteneinsparungen •  Retention Rate www.amazeemetrics.com http://contentmarketinginstitute.com/2011/05/content-marketing-roi-measurement/ Secondary Content Indicators: •  Lead Qualität und Quantität •  Kürzere Sales-Zyklen •  Customer Awareness •  Marktanteil •  Cross-Selling Möglichkeiten •  Qualitatives Kunden-Feedback 1. Ziele der Content Marketing Kampagne 2. Nutzer-Indikatoren, die secondary indicators beeinflussen 3. Auswirkungen auf primary content indicators Nutzer-Indikatoren: •  Erhöhter Web Traffic •  Mehr Seitenaufrufe •  Tiefere Absprungrate •  Anzahl Social Shares •  Verbesserte Ranking- Positionen
  15. 15. Measurement Framework 3: Nutzung und Performance 1.  Consumption 2.  Lead Generation 3.  Sales 4.  Retention http://moz.com/blog/avoiding-disaster-how-to-prevent-the-3-most-common-content-marketing-fails www.amazeemetrics.com Nutzung Performance
  16. 16. Measurement Framework 4: Nutzung und Performance 1.  Consumption Metrics 2.  Sharing Metrics 3.  Lead Metrics 4.  Sales Metrics http://contentmarketinginstitute.com/2012/06/metrics-content-marketing-jay-baer/ www.amazeemetrics.com Nutzung Performance
  17. 17. Measurement Framework 5: Kombination von Nutzung und Performance 1.  Consumption Metrics 2.  Sharing Metrics 3.  Lead Metrics 4.  Sales Metrics 5.  Retention Metrics www.amazeemetrics.com Nutzung Performance
  18. 18. Content Marketing Metriken und KPIs
  19. 19. 1. Consumption Metrics Blog •  Seitenaufrufe www.amazeemetrics.com Newsletter: •  Öffnungs-Rate •  Klick-Rate Facebook: •  Post Reach
  20. 20. 2. Sharing Metrics Blog Post: •  Social Shares (Social Share Buttons, URL Mentioning) •  Anzahl externer Links zum Blog Post Twitter: •  Retweets •  Favorites www.amazeemetrics.com Google+ Page: Dashboard mit Ansichten (Consumption) und Aktionen (Sharing) Facebook: •  Likes •  Shares  
  21. 21. Social Shares in socialcrawlytics.com www.amazeemetrics.com
  22. 22. 3. Lead Metrics Blog/Article/Twitter/Facebook -> Kontaktformular www.amazeemetrics.com
  23. 23. 4. Sales Metrics •  CRM/Sales Software (Kombination von Offline- und Online-Transaktionen) •  Ecommerce Tracking in Google Analytics (Revenue/Product) •  Ecommerce Tracking in CMS (Revenue/Customer) www.amazeemetrics.com
  24. 24. 5. Retention Metrics •  Returning Visitors (Wiederkehrende Besucher) •  Customer Retention Rate (Anteil der wiederkehrenden Kunden – Kundentotal) •  Repeated Sales (Mehrere Einkäufe pro Kunde) •  Average Customer Revenue (Durchschnittlicher Gewinn pro Kunde) •  Net Promoter Score (Weiterempfehlung) www.amazeemetrics.com
  25. 25. Content Marketing und SEO
  26. 26. SEO: Rankingfaktoren www.amazeemetrics.com http://www.searchmetrics.com/de/ services/ranking-faktoren-2013/ Studie basiert auf 10'000 Suchbegriffen für Google Deutschland
  27. 27. Link Building Früher: •  Link Farms •  Link Schemes, Link Networks •  Article Spinning •  Comment Spamming www.amazeemetrics.com Heute: •  Regelmässig neuen einzigartigen und interessanten Inhalt erstellen, der Links und Social Shares generiert. => Content Marketing SEO ist ebenfalls ein Ziel von Content Marketing Ranking-Positionen gehören auch zum Content Marketing Measurement
  28. 28. Measurement Framework 6: 1.  Consumption Metrics 2.  Sharing Metrics 3.  Lead Metrics 4.  Sales Metrics 5.  Retention Metrics 6.  Search Engine Rankings www.amazeemetrics.com Nutzung Performance
  29. 29. Link Building vs. Content Marketing http://moz.com/blog/seos-dilemma-link-building-vs-content-marketing-whiteboard-friday www.amazeemetrics.com
  30. 30. Automatische Berechnung des Content Marketing ROI inklusive SEO http://frac.tl/content-roi-calc/ www.amazeemetrics.com
  31. 31. Take-Home Message •  Ziele der Content Marketing Kampagne definieren •  Measurement Framework auswählen und beibehalten •  Veränderungen und Trends über mehrere Zeitperioden vergleichen www.amazeemetrics.com
  32. 32. Fragen? www.amazeemetrics.com
  33. 33. Kontakt www.amazeemetrics.com Evelyn Thar evelyn.thar@amazeemetrics.com www.linkedin.com/in/evelynthar

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