Aquent/AMA Webcast: Measuring the Impact of Content

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Content is now a staple of marketing. But how do you best measure it's impact? This AMA Webcast featuring Chris Penn of SHIFT Communications offers practical advice on measuring the effectiveness of …

Content is now a staple of marketing. But how do you best measure it's impact? This AMA Webcast featuring Chris Penn of SHIFT Communications offers practical advice on measuring the effectiveness of your content efforts.

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  • 1. ! Measuring the IMPACT of Content Content!is!now!a!staple!of!marketing.!But!how!do!you!best!measure!it's!impact? During!this!AMA!Webcast!featuring!Chris!Penn!of!SHIFT!Communications!you!will learn!practical!advice!on!measuring!the!effectiveness!of!your!content!efforts.
  • 2. MEASURING THE IMPACT OF CONTENT MARKETING CHRISTOPHER S. PENN January 22, 2014
  • 3. ABOUT SHIFT
  • 4. AGENCY OVERVIEW BOSTON 100 PROFESSIONALS NEW YORK SAN FRANCISCO ESOP TECH & EMPLOYEE STOCK OWNERSHIP PLAN CONSUMER SHIFT is among the top 5 firms that “will feature heavily in a future where PR is at the hub of a new era of brand communications that transcends marketing.” VOTED 3 2013 SMALL AGENCY OF THE YEAR 2012 DIGITAL/SOCIAL AGENCY OF THE YEAR “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B MARKETERS
  • 5. HOUSEKEEPING 4 #AMAAquent Slides & Tweets: www.shiftcomm.com/ amaaquent Plus high quality audio recording in a few days
  • 6. CONTENT MARKETING
  • 7. WHAT IS CONTENT MARKETING? 6
  • 8. WHAT IS CONTENT MARKETING? 7 Content Marketing is owning, as opposed to renting media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior. – Content Marketing Institute
  • 9. The point of content marketing is to help your content reach your audience. Tweet it: www.shiftcomm.com/amaaquent
  • 10. 3 CORE OUTCOMES 9
  • 11. 3 CORE OUTCOMES 10
  • 12. 3 CORE OUTCOMES 11
  • 13. THE OLD DAYS 12
  • 14. WE ARE DROWNING IN CONTENT 13
  • 15. MARK SCHAEFER’S CONTENT SHOCK 14
  • 16. THE CONTENT SQUEEZE 15
  • 17. Content supply is increasing; hours in a day are not. Mediocre content will be buried alive. Tweet it: www.shiftcomm.com/amaaquent
  • 18. LET’S TALK ABOUT MAKING GREAT CONTENT 17
  • 19. THE PENALTIES FOR BAD CONTENT 18 “So stick a fork in it: guest blogging is done; it’s just gotten too spammy.”
  • 20. THE PENALTIES FOR BAD CONTENT 19
  • 21. Obscurity is your greatest enemy, and bad content is a top culprit. Tweet it: www.shiftcomm.com/amaaquent
  • 22. CONTENT MARKETING STRATEGY
  • 23. THE EARNED MEDIA HUB 22
  • 24. RESEARCH 23
  • 25. CREATIVE 24
  • 26. Focus your content marketing budget on research and creative if you have the choice. Tweet it: www.shiftcomm.com/amaaquent
  • 27. MESSAGING 26
  • 28. Your core values tell you what kinds of content you may not create. Tweet it: www.shiftcomm.com/amaaquent
  • 29. CONTENT 28
  • 30. Automated content creation tools are inherently bad because they’re not unique. Do your own work! Tweet it: www.shiftcomm.com/amaaquent
  • 31. CONTENT 30 L L L
  • 32. CONTENT 31 LAUGH L L
  • 33. CONTENT 32 LAUGH LEARN L
  • 34. CONTENT 33 LAUGH LEARN LOVE
  • 35. If your content doesn’t make you laugh, learn something, or love it, it’s bad content. Tweet it: www.shiftcomm.com/amaaquent
  • 36. THIS IS WHERE MOST CONTENT MARKETING STOPS.
  • 37. OWNED 36
  • 38. PAID 37
  • 39. EARNED 38
  • 40. The moment any piece of content is shared, it becomes earned media and instantly more credible. Tweet it: www.shiftcomm.com/amaaquent
  • 41. CONTENT MARKETING IMPACT
  • 42. 3 CORE OUTCOMES 41
  • 43. REFLEX 42
  • 44. SEARCH 43 •  Organic search traffic •  Branded keyword appearances (where possible) •  SERPs
  • 45. SOCIAL 44 •  Followers/Fans/Likes (they still matter) •  Engagement •  Votes •  Shares
  • 46. EARNED 45 •  Coverage •  Reputation •  Reach
  • 47. OWNED 46 •  Traffic to owned properties •  Engagement
  • 48. PAID 47 •  Ad performance •  Ad sharing
  • 49. MARKETING •  List growth •  List quality 48
  • 50. SALES •  Sales opportunities •  Closed won deals •  The “Jerry Maguire” 49
  • 51. REFLEX 50
  • 52. No one metric will tell you how your content is doing, just as no one number tells you how healthy you are. Tweet it: www.shiftcomm.com/amaaquent
  • 53. CASE STUDY: TWITTER IPO
  • 54. RESEARCH 53
  • 55. CREATIVE 54
  • 56. Doing what everyone else has done will not get you what everyone else has gotten. Do something new. Tweet it: www.shiftcomm.com/amaaquent
  • 57. CREATIVE 56
  • 58. MESSAGING 57
  • 59. CONTENT 58
  • 60. OWNED 59
  • 61. OWNED 60
  • 62. EARNED 61
  • 63. EARNED 62
  • 64. PAID 63
  • 65. PAID 64
  • 66. PAID 65
  • 67. CONTENT MARKETING IMPACT
  • 68. SEARCH 67
  • 69. SOCIAL 68
  • 70. EARNED 69
  • 71. OWNED 70
  • 72. PAID 71
  • 73. MARKETING 72
  • 74. SALES 73
  • 75. WEIGHTING AND ATTRIBUTION 74
  • 76. SO WHAT?
  • 77. SEARCH 76 •  Content marketing not targeted enough •  Not enough outreach/ placement (hey, hire a PR firm!) •  Not using best practices
  • 78. SOCIAL 77 •  Audience too small, content not getting enough reach, build more audience •  Maybe pay to grow audience •  Content a mismatch to audience?
  • 79. EARNED 78 •  No one covering you? A PR firm can help your content stand out, wink wink nudge nudge •  No one sharing = content not compelling enough
  • 80. OWNED 79 •  Not seeing traffic increases? Maybe too much lives off-site •  Other content on site attracting searches but noncompelling •  Insufficient quality and quantity of calls to action
  • 81. PAID 80 •  Not getting ad performance? Try linking up your content to your ads •  Use content marketing to remarket ad audiences and boost ROI
  • 82. MARKETING •  List not growing? Your content marketing may be to blame •  Test incorporating less or more curation to diagnose marketing engagement 81
  • 83. SALES •  Sales not closing? Maybe content is too rich, cannibalizing sales •  Maybe content doesn’t support the sales narrative 82
  • 84. REFLEX 83 FIX THE MOST BROKEN THINGS
  • 85. REFLEX 84 There is, of course, much more to this model than what we’ve shared here, but that’s secret sauce territory, and we’re happy to work with you.
  • 86. TOP 3 TAKEAWAYS
  • 87. No content is better than bad content. Do it well, or not at all. Tweet it: www.shiftcomm.com/amaaquent
  • 88. The point of content marketing metrics is to tell you what to fix next. Tweet it: www.shiftcomm.com/amaaquent
  • 89. Stop chasing easy and start chasing great. It’s the only sustainable long term content strategy. Tweet it: www.shiftcomm.com/amaaquent
  • 90. SEE ALL THIS LIVE EVERY DAY 89 Web: www.shiftcomm.com Twitter: shiftcomm.com/t Facebook: shiftcomm.com/f LinkedIn: shiftcomm.com/l Google+: shiftcomm.com/g Pinterest: shiftcomm.com/p Instagram: shiftcomm.com/i
  • 91. HOUSEKEEPING 90 Slides & Tweets: www.shiftcomm.com/ AMAAquent Plus high quality audio recording in a few days
  • 92. THANK YOU! QUESTIONS?