The Best Practices in Measuring Content Marketing - Survey Results

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Martin van der Roest, Cadence9 - Speaking at the 2014 Content Marketing Retreat, Langley, WA
"Findings of the Measuring Content Marketing Survey - The Best Practices in Measuring Content Marketing - Survey Results"
Martin will present the findings of the “Best Practices In Measuring Content Marketing Results” survey. The focus of the presentation will be how big brands and small businesses are succeeding and failing in measuring content marketing results and ROI.

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The Best Practices in Measuring Content Marketing - Survey Results

  1. 1. Best  Prac*ces  in  Measuring   Content  Marke*ng  Results   The  Top  10  Ac*vi*es  You  Need  Today  to  Measure  Content  Effec*vely       FusionSpark  Media,  Inc.  and  Cadence9       Produced  for  the  4th  Annual  Content  Marke*ng  Retreat  in  Langley,  WA,  May  8  &   9,  based  on  a  survey  conducted  in  2014.       4th  Annual  Content  Marke*ng  Retreat     1   Best Practices in Measuring Content Marketing Results CONTENT MARKETING RETREAT 2014 Langley Center For New Media, May 8 & 9, 2014, Langley, WA
  2. 2. Best Practices in Measuring Content Marketing Results 4th  Annual  Content  Marke*ng  Retreat     2   The Top 10 Activities You Need Today to Measure Content Effectively Produced for the 4th Annual Content Marketing Retreat in Langley, WA, May 8 & 9, based on a survey conducted in 2014.
  3. 3. Best Practices in Measuring Content Marketing Results 4th  Annual  Content  Marke*ng  Retreat     3  
  4. 4. Best Practices in Measuring Content Marketing Results measuring 4th  Annual  Content  Marke*ng  Retreat     4  
  5. 5. Best Practices in Measuring Content Marketing Results cm lifecycle 4th  Annual  Content  Marke*ng  Retreat     5   Goals   Planning   Calendar   Produce  Publish   Engage   Measure   Content Marketing Lifecycle
  6. 6. Best Practices in Measuring Content Marketing Results The Survey 30 questions about 100 respondents augmented with Content Marketing Index insights 4th  Annual  Content  Marke*ng  Retreat     6  
  7. 7. Best Practices in Measuring Content Marketing Results Findings Correlate “poor” vs “good” to “excellent” survey results with actionable practices 4th  Annual  Content  Marke*ng  Retreat     7  
  8. 8. Best Practices in Measuring Content Marketing Results Start with Goals 90% of those that rated their content marketing activities as “poor” do not have documented goals. 60% who rated their efforts as “good” or “excellent” have documented goals. 4th  Annual  Content  Marke*ng  Retreat     8   64% Drive Revenue 37% Brand Awareness 24% Customer Education #1  
  9. 9. Best Practices in Measuring Content Marketing Results You Need a Written Content Strategy The majority of respondents (86%) who believe they’re “good” to “excellent” at measuring content marketing have a written content strategy. In comparison, 100% of the respondents claiming that they’re “poor” at measurement lacked a written content strategy. 4th  Annual  Content  Marke*ng  Retreat     9   #2  
  10. 10. Best Practices in Measuring Content Marketing Results Know Your Audience The majority of respondents who are “poor” at measuring results aren’t tailoring content to specific target audiences. 100% of the respondents that are “good” to “excellent” at measuring results report they tailor content to target audiences. 4th  Annual  Content  Marke*ng  Retreat     10   #3  
  11. 11. Best Practices in Measuring Content Marketing Results Editorial Calendar The majority of respondents who are “poor” at measuring results aren’t using an editorial calendar, while 85% of the respondents who are “good” to “excellent” at measuring content marketing results use an editorial calendar. 4th  Annual  Content  Marke*ng  Retreat     11   #4  
  12. 12. Best Practices in Measuring Content Marketing Results Frequency Counts Marketers who say they’re good to excellent at measuring content marketing results are publishing daily content, while those who say they’re poor at measurement are publishing content weekly or longer. 4th  Annual  Content  Marke*ng  Retreat     12   #5  
  13. 13. Best Practices in Measuring Content Marketing Results Media Variation Perception of “what moves the needle” varies. While the “good” to “excellent” crowd indicated that blogs and videos generate the best KPIs. Those who say they’re poor at measurement tend to rely more on eNewsletters. 4th  Annual  Content  Marke*ng  Retreat     13   #6  
  14. 14. Best Practices in Measuring Content Marketing Results Content Publishing Platform Do more with less. Majority of those rating themselves “good” to “excellent” use a content publishing platforms. The majority of those who report they’re “poor” at it don’t use such a platform. 4th  Annual  Content  Marke*ng  Retreat     14   #7  
  15. 15. Best Practices in Measuring Content Marketing Results Use More Channels The “good” to “excellent” crowd reports using between 5 to 15 channels, versus those who claim they’re “poor” at it, with less than 5 channels used. 4th  Annual  Content  Marke*ng  Retreat     15   #8  
  16. 16. Best Practices in Measuring Content Marketing Results Regular Metrics You can’t fix what you don’t know is broken. Interestingly enough the majority (85%) that rated themselves as “poor” on metrics … also performed poorly elsewhere. 4th  Annual  Content  Marke*ng  Retreat     16   #9  
  17. 17. Best Practices in Measuring Content Marketing Results Corrective Action 100% of those that rated their metric process as poor have no process for corrective action. And 100% of the “excellent” performers have a process for corrective action. 4th  Annual  Content  Marke*ng  Retreat     17   #10  
  18. 18. Best Practices in Measuring Content Marketing Results ROI Only those that rated themselves as an “excellent” performers knew the cost of conversion from lead to a sale … and that was about 10% of the respondents. 4th  Annual  Content  Marke*ng  Retreat     18   #Bonus  
  19. 19. Best Practices in Measuring Content Marketing Results bring it home 4th  Annual  Content  Marke*ng  Retreat     19   Goals   Planning   Calendar   Produce  Publish   Engage   Measure  
  20. 20. Best Practices in Measuring Content Marketing Results Optimize the lifecycle processes and … 4th  Annual  Content  Marke*ng  Retreat     20   optimize the results.
  21. 21. Best Practices in Measuring Content Marketing Results Thank you Martin van der Roest martin@cadence9.com 1.714.834.1200 4th  Annual  Content  Marke*ng  Retreat     21  
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