PRESENTED BY!
#C2C14!
Measuring Content’s
Contribution & Effectiveness!
Jim Lenskold, Lenskold Group!
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Global Leadership in Marketing ROI
2
Expert Resource to:
Forreste...
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Content Marketing
Measurement Framework
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Inbound & Content Marketing
Products & ServicesPaid Search SEO
QR...
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Inbound Mktg
Demand Mktg
Nurture Mktg
Brand Mktg
Influence on Buy...
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Contribution Measurement Challenges
§  Still measured as lead ge...
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Smarter Measurement
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
1. Measure the Right Outcomes
Content Marketing Lift
§  Incremen...
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Outcome Measures
§  Engagement - 1st Source strength
•  Re-engag...
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
2. Use Diverse Measurement Methodologies
10
Tactical
Results Trac...
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
8.5%
13.2%
2.1%
3.2%
.5%
2.4%
4.7%
3.2%
6.2%
Methodologies: Resul...
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Tactical
Results Tracking
Single / Shared lead
attribution
Pre-Po...
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Tactical
Results Tracking
Single / Shared lead
attribution
Pre-Po...
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Profitable Sales
Unaware Prospects
Control
(BAU)
Test
(New
Mktg)
...
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Methodologies: Modeling
Tactical Modeling
§  Channels & content ...
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
3. Assess Role in Buyer Journey to Optimize
16
Attract
Engage
Edu...
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Insights from Metrics & Analyses
1st Source
§  % Re-Engage
§  %...
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Engagement Path Analysis
Engagement Paths
Engaged
Lead
Closed + G...
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Represents the relative strength in driving outcomes
Content Mark...
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
4. Evolve to Predictive Metrics
Multi-Stage Modeling
§  Marketin...
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Multi-Stage Modeling for Interim Outcomes
§  Marketing impact on...
© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!
Key Takeaways
§  Set measurement objectives aligned to content s...
PRESENTED BY!
#C2C14!
www.lenskold.com!
Jim Lenskold
732-292-2600
jlenskold@lenskold.com
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Measuring Content’s Contribution And Effectiveness

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Measuring Content’s Contribution And Effectiveness

  1. 1. PRESENTED BY! #C2C14! Measuring Content’s Contribution & Effectiveness! Jim Lenskold, Lenskold Group!
  2. 2. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! Global Leadership in Marketing ROI 2 Expert Resource to: Forrester, CMO Council, ARF, MASB, Conference Board and Corporate Executive Board Marketing ROI Measurements ROI Tools Metrics Dashboards Workshops
  3. 3. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! Content Marketing Measurement Framework
  4. 4. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! Inbound & Content Marketing Products & ServicesPaid Search SEO QR Codes E-mail Online Ads Social Media White Papers Blogs Newsletters e-Books Video Research Webinars Podcasts Infographics Inbound Mktg CONTENT 4
  5. 5. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! Inbound Mktg Demand Mktg Nurture Mktg Brand Mktg Influence on Buyer Decisions Path to Purchase Influence Attract Engage Educate Differentiate Sales Intelligence User Experience Sales Channel CONTENT Sales Revenue Profit 5
  6. 6. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! Contribution Measurement Challenges §  Still measured as lead gen §  All content measured on same outcomes §  Single attribution measures miss critical multi-contact benefits §  Measures are more tactical than strategic §  Challenging to measure and optimize tactics, messaging, order & frequency 6
  7. 7. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! Smarter Measurement
  8. 8. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! 1. Measure the Right Outcomes Content Marketing Lift §  Incremental Sales §  Conversion Rates §  Value per Sale §  Brand Perceptions §  Loyalty / Retention 8 Profitable Sales Unaware Prospects BUYER STAGES Aware / Interested Engaged Qualified Lead Opportunity Closed Sale Relationship Revenue Engagement = More leads Education = Better leads Intelligence = Sales Effectiveness Differentiation = Better brand User Experience = Long Term Value
  9. 9. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! Outcome Measures §  Engagement - 1st Source strength •  Re-engagement •  Lead and sales conversions §  Engagement– Content influence •  Lead and sales conversions §  Education – Content influence •  Sales conversion •  Average value per sale §  Differentiation – Brand Lift •  Preference, likely to purchase, brand ratings (trust, expertise, etc.) §  Intelligence for Sales Team (buyer needs) •  Change in lead to sale conversion % •  Pipeline velocity days lead to close) §  User Experience – Loyalty lift •  Customer Retention •  Perception ratings (Satisfaction, likely to recommend, etc.) 9
  10. 10. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! 2. Use Diverse Measurement Methodologies 10 Tactical Results Tracking Single / Shared lead attribution Pre-Post Trend New Tactic Lift
  11. 11. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! 8.5% 13.2% 2.1% 3.2% .5% 2.4% 4.7% 3.2% 6.2% Methodologies: Results Tracking & Pre/Post 11 Content e-mail Search Ad Webinar Leads Web Visit Videocast Promo e-mail 1st Touch Drivers Last Touch Drivers Sales White Paper Buy now offer Display Ad Sales  Contribu/on  (Results  Tracking)  
  12. 12. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! Tactical Results Tracking Single / Shared lead attribution Pre-Post Trend New Tactic Lift 2. Use Diverse Measurement Methodologies Results Tracking – Multi-Contact §  Win vs. Loss Analysis •  Content combinations •  Content order •  Content frequency Results Tracking – Segment Analysis §  Compare by strategic segments §  Identify content need by buyer type Pre-Post Trend Measures §  Analyze leakage points & reasons §  Set funnel conversion objective §  Add/change strategy •  Content message, order, timing •  Media support 12 Tactical Strategic Results Tracking Single / Shared lead attribution Multi-Contact Results Analysis Segment Results Analysis Pre-Post Trend New Tactic Lift Impact on Funnel Conversion
  13. 13. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! Tactical Results Tracking Single / Shared lead attribution Pre-Post Trend New Tactic Lift 2. Use Diverse Measurement Methodologies 13 Tactical Strategic Results Tracking Single / Shared lead attribution Multi-Contact Results Analysis Segment Results Analysis Pre-Post Trend New Tactic Lift Impact on Funnel Conversion Market Testing Incremental Lift Multi-Outcome Impact New Strategy Lift Modeling Marketing Mix (drivers) Engagement Path Optimization Predictive Linkage
  14. 14. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! Profitable Sales Unaware Prospects Control (BAU) Test (New Mktg) Incr’l Sales 100 130 30 Avg. $/Sale $800 $1,000 $200 Profit $80,000 $130,000 $50,000 Methodologies: Market Testing Content Contribution Measures §  Incremental Lift §  Value lift Multi-Impact Measures §  Brand §  Engagement Strategic “Tests” §  Content strategy §  Messaging §  Integration §  Nurturing 14 Control (BAU) Test (New Mktg) Incr’l Awareness 32% 36% +2% Consideration 16% 24% +8% Engagement 1,200 1,800 600 Sales 100 130 30 Avg. $/Sale $800 $1,000 $200 Profit $80,000 $130,000 $50,000 Repeat Sales 20 25 5 Marke/ng  Li9  (Market  Tes/ng)  
  15. 15. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! Methodologies: Modeling Tactical Modeling §  Channels & content driving incremental sales Strategic Modeling §  Content engagement path optimization §  Multi-stage modeling for predictive “intermediate” outcomes 15
  16. 16. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! 3. Assess Role in Buyer Journey to Optimize 16 Attract Engage Educate Differentiate Sales Intelligence User Experience Maximize Content by Stage Maximize Synergies Optimize Engagement Path
  17. 17. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! Insights from Metrics & Analyses 1st Source §  % Re-Engage §  % Leads §  % Sales Right target Quality content Right follow-up Purchase stage Buyer timing Engaged (not 1st) §  % Leads §  % Sales 17
  18. 18. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! Engagement Path Analysis Engagement Paths Engaged Lead Closed + Growth AB C D A F F C C Content Tactics E-Newsletter Research Study Videocast Case Study Webinar Virtual Conference White Paper Download A B C D E F 18
  19. 19. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! Represents the relative strength in driving outcomes Content Marketing Tactics Summary of Engagement Strengths Build Brand Positioning Capture New Name (Initiator) Educate with Content (Driver) Engage with Key Messaging (Driver) Nurture Future Buyers (Driver) Convert to Sales-Ready Lead (MQL) Pass to Sales (SAL > SQL) Support Sales Conversion (Oppy) Convert to Sale Reinforce Decision (Loyalty) A B C D E F 19
  20. 20. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! 4. Evolve to Predictive Metrics Multi-Stage Modeling §  Marketing activities modeled against sales to identify direct drivers §  Select early stage metrics also modeled to determine the influence on sales Sales Email Marketing Paid Search White Papers 12% 6% 5% 7% Total: 31% Social Followers Videocast Views 3% 20
  21. 21. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! Multi-Stage Modeling for Interim Outcomes §  Marketing impact on early stage metrics shows additional contribution §  Establish predictive metrics as viable interim outcomes aligned to sales Sales Email Marketing Paid Search White Papers 12% 6% 5% 7% Total: 31% Social Followers Videocast Views 3% Purchased Lists 4% 4% 11% 1% Online Advertising 23% Public Relations Paid Search Social Media Posts Radio Ads Print Ads 2% 3% 14% 21
  22. 22. © 2014 Lenskold Group, Inc. All rights reserved. #C2C14! Key Takeaways §  Set measurement objectives aligned to content strategy & financial outcomes •  Beyond engagement & lead quantity •  Reflect full value of content §  Strengthen basic measurement capabilities •  Content contribution to sales, revenue and ROI •  Assess content based on role plus funnel flow §  Add strategic insights •  Measure & test content strategies •  Assess impact on funnel stage outcomes §  Run advanced analytics to optimize content in multi-contact marketing mix •  Content integration •  Total marketing mix 22
  23. 23. PRESENTED BY! #C2C14! www.lenskold.com! Jim Lenskold 732-292-2600 jlenskold@lenskold.com

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