Beyond Analytics - Measuring Content Meaning Instead of Mediocraty - Robert ose
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The document discusses measuring the effectiveness of content marketing. It suggests that many companies still use analytics solely to prove value rather than improve processes. However, outperforming companies use data to deepen customer relationships. The document provides examples of how to measure content marketing's contribution and value at different stages, from awareness to customer loyalty. It advocates measuring content marketing's impact on the overall marketing strategy and customer journey, rather than in isolation.
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Beyond Analytics - Measuring Content Meaning Instead of Mediocraty - Robert ose
- 3. We can skip this, yes? 18% 400% 200% 100 Hrs. / Min. 1000%
- 4. Still Use Analytics To Prove Not Improve Ratio of CMO’s that use data solely to facilitate transactions, not deepen the relationship with consumers. Stretched to Strengthened: IBM Study of CMO’s
- 5. While Deeper Relationships Elude Most Outperforming companies vs. underperforming companies that use data to bond and deepen relationships with consumers. Stretched to Strengthened: IBM Study of CMO’s
- 6. Analytics Defined: . . . an a lyt ics / anl’itiks / noun plural noun: analytics 1. The systematic computational analysis of data or statistics. Information resulting from the systematic analysis of data or statistics
- 7. . . . Analytics Re-Defined: an a lyt ics / anl’itiks / WMD Weapon Of Mass Delusion 1. A systematic way to make any effort look like a massive success or failure depending on your agenda
- 8. The Measurement Pyramid Goals: Indicate progress to achievement Key KPI’s Secondary goals and indicators Indicators Data that improve process
- 9. The Measurement Pyramid Goal: Increase leads by 10% w/ no extra cost in 6 months Reporting: • # of Leads / % of Increase • Cost Increase or Decrease • Subscribers • Conversion rates • Email response rates • Cost per lead by channel KEY KPI’s • Likes / Followers • Page views • Social metrics • Keyword reports INDICATORS
- 10. The Pyramid Benefits Measure what’s important and, more importantly, meaningful. Frees the team from “always up and to the right” mentality Prevents departmental competition
- 11. But We Haven’t…… 18% 400% 200% 100 Hrs. / Min. 1000%
- 12. We Haven’t Changed… 1. Still operate that content is separate from “real marketing” 2. Still think measurement is a way to prove worth, rather than improve a process 3. We still think that “content” is an attribute of marketing instead of value in and of itself
- 13. But can we make it better? 1. Can we infuse the content marketing approach into existing strategy 2. Can we stop measuring in silos? And all the way down? 3. Can we stop “acting” like a media company and actually BE a media company?
- 14. Let’s look at an example… Advertising WEB BANNER SEARCHP ARDINST SEARCH
- 15. Let’s look at an example… Advertising 1 Customer -‐ $3,000 Cost Per Customer 50,000 Impressions 1% CTR -‐ (500 Visitors) $6.00 CPC 30 Demo Requests -‐ 6% Conversion Rate 10 DemonstraEons -‐ $300 / Demo
- 16. Let’s look at an example… Advertising 75 Downloads -‐ 30% Conversion Rate ($20 ea) 9 DemonstraEons ($166) 3 Customers -‐ $500 Cost Per Customer 50,000 Impressions .5% CTR -‐ (250 Visitors) $6.00 CPC
- 17. Measuring the whole journey 670 Sometimes Content Marketing IS more expensive but can it create a better customer? “The Switching Economy” $5.9 Trillion up for grabs… Engaging experiences are not “nice to have’s” any longer. Miles $100 Dollar Bills
- 18. Loyalty. Upsell. Evangelism B2B Training Company Methodology to measure all the way through – from first awareness to customer service. 8 Months later… • 1.2x the cost • 1.5x the time
- 19. Loyalty. Upsell. Evangelism. Customers closed through content marketing infusion Spent 2X as much Stayed 5X as long 2X more likely to share… It’s not just more likes, leads or customers. It’s also: Better likes, leads, customers – relationships.
- 20. A"en%on Metrics (Audience Development) Measuring consumpEon & brand awareness as a means of widening the funnel Social Metrics (Conversa%on Influence) Measuring the creaEon of influence, the power of sharing, and the larger discussion about our approach Effec%veness Metrics (Content Purpose) Measuring intended purpose at influencing behavior at various parts of the funnel 3 Types of CM Measurement
- 21. Visitors/Customers Awareness recall Visitor loyalty Share of voice Brand Awareness % Earned Media Impressions Page views Downloads Earned Media $$ Visitors/Leads Discussion LiZ Total CPL Customer Cost RaEo NPS -‐ Loyalty Social Shares SenEment Analysis Influencer MenEons Tweets, Likes +1’s Forwards Inbound Links Cost Per Visitor Lead (by channel) Total Value by lead Blog subscripEons Time on site Referral Traffic Some examples for ya…
- 23. Stage Gate Vs. Discovery Driven Broad range of campaigns Winnow and place our bets on campaigns/projects Map into phrases: Plan, Development, Launch, Manage Separate these phases by stage gates. Go/No Go – Move On or Kill It
- 24. Perpetuates “analytics” as WMD Key decisions based on: • What we know – prior results • What we’re guessing – WAG • Current risks – Can we deliver? What does that do? • Risky, innovative – potentially meaningful - things always die • Incremental “safe” things go forward • We Koboyashi Maru the results
- 25. Defining what ROI really means • Content should not be managed separately – but rather as an integrated piece of your whole markeEng strategy. You don’t manage telephone vs. email’s contribuEon to sales… • But that doesn’t mean you can’t examine its contribu%on and improve it • The investment should be easy enough to calculate. • The contribuEon can come from the KPI’s and how it successfully contributes to the overall markeEng goal Does the content actually create a more valuable customer Are we geKng more engaged traffic Are we geKng more inbound links Are we able to create be"er cross-‐sell opportuni%es Are our customers more loyal.
- 26. • Have In summary… the capability to measure everything – and then don’t. Report only on what’s important. AnalyEcs drive changes to process – NOT prove a point. • Take the Eme to reframe the analyEcs discussion more broadly. Content MarkeEng isn’t something that should be measured separately. It’s something that is built into the enEre markeEng measurement. Think about the analyEcs pyramid. • Measuring all the way through from awareness to customer and even loyalty.
- 27. Content Marketing measurement is about how content makes ALL your marketing more effective. Measure it that way.
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