Content Measurement Road Map

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Content Measurement Road Map

  1. 1. The Content MeasurementROADMAP<br />Jason Falls<br />Social Media Explorer<br />
  2. 2. What Joe asked me to do …<br />
  3. 3. Explain how to measure content marketing in 20 minutes …<br />
  4. 4. Which brings me to the point …<br />
  5. 5. What is our content?<br />Website<br />Blog<br />Tweets, Posts, Blahs<br />Newsletters<br />Advertisements<br />Direct Mail<br />Annual Reports<br />Consumer-Centric<br />Business-Aware<br />
  6. 6. Four Content Qualities To Define<br />Who’s it for?<br />Where’s it placed?<br />What’s its purpose?<br />What’s the point?<br />
  7. 7. Four Content Qualities To Define<br />Audience<br />Channel<br />Purpose<br />Call-To-Action<br />
  8. 8. Website<br />Audience<br />Purpose<br />Call-To-Action<br />Public<br />Present Product or Service<br />Buy/Download/Subscribe<br />
  9. 9. Blog<br />Audience<br />Purpose<br />Call-To-Action<br />Qualified Public<br />Establish AuthorityOrganic PushRank Well in SERPs<br />Subscribe/JoinBuy/DownloadShare/Link<br />
  10. 10. Email Marketing/Direct Mail<br />Audience<br />Purpose<br />Call-To-Action<br />Customers/Qualified Leads<br />Drive TrialDrive Sales<br />Call, ScheduleBuy, Recommend<br />
  11. 11. Online Media/PPC Advertising<br />Audience<br />Purpose<br />Call-To-Action<br />Purchase-ReadyQualified Leads<br />Drive SalesDrive LeadsBuild Awareness*<br />Buy, Call<br />
  12. 12. Twitter<br />Audience<br />Purpose<br />Call-To-Action<br />Interested Public<br />Establish AuthorityEngage/HumanizeOrganic PushCustomer Service<br />Follow, SubscribeRespond, ReTweetBuy, CallReach out, File ticket<br />
  13. 13. Facebook<br />Audience<br />Purpose<br />Call-To-Action<br />Interested Public<br />Engage/HumanizeOrganic PushCustomer Retention<br />Respond, CommentBuy, CallProvide feedback, Participate for rewards<br />
  14. 14. I’m Handy<br />www.socialmediaexplorer.com/content-measurement<br />
  15. 15. The Key To It All<br />Set Goals<br />Translate To CTAs<br />Measure That<br />Trend/Track other PIs<br />But don’t get distracted<br />
  16. 16. Look! A Squirrel!<br />
  17. 17. Lil’ Ole’ Me<br />@JasonFalls<br />SocialMediaExplorer.com<br />ExploringSocialMedia.com<br />NoBullshitSocialMedia.com<br />

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