0
!

Measuring the IMPACT
of Content
Content!is!now!a!staple!of!marketing.!But!how!do!you!best!measure!it's!impact?
During!t...
MEASURING THE IMPACT OF
CONTENT MARKETING
CHRISTOPHER S. PENN
January 22, 2014
ABOUT SHIFT
AGENCY OVERVIEW

BOSTON

100
PROFESSIONALS

NEW YORK

SAN FRANCISCO

ESOP TECH &
EMPLOYEE STOCK
OWNERSHIP PLAN

CONSUMER

...
HOUSEKEEPING

4

#AMAAquent
Slides & Tweets:
www.shiftcomm.com/
amaaquent
Plus high quality audio recording in a few days
CONTENT
MARKETING
WHAT IS CONTENT MARKETING?

6
WHAT IS CONTENT MARKETING?

7

Content Marketing is owning, as opposed to
renting media. It’s a marketing process to
attra...
The point of content marketing is to
help your content reach your audience.
Tweet it: www.shiftcomm.com/amaaquent
3 CORE OUTCOMES

9
3 CORE OUTCOMES

10
3 CORE OUTCOMES

11
THE OLD DAYS

12
WE ARE DROWNING IN CONTENT

13
MARK SCHAEFER’S CONTENT SHOCK

14
THE CONTENT SQUEEZE

15
Content supply is increasing; hours in a
day are not. Mediocre content will be
buried alive.
Tweet it: www.shiftcomm.com/a...
LET’S TALK ABOUT MAKING GREAT CONTENT

17
THE PENALTIES FOR BAD CONTENT

18

“So stick a fork in it: guest
blogging is done; it’s just
gotten too spammy.”
THE PENALTIES FOR BAD CONTENT

19
Obscurity is your greatest enemy, and
bad content is a top culprit.
Tweet it: www.shiftcomm.com/amaaquent
CONTENT
MARKETING
STRATEGY
THE EARNED MEDIA HUB

22
RESEARCH

23
CREATIVE

24
Focus your content marketing budget
on research and creative if you have
the choice.
Tweet it: www.shiftcomm.com/amaaquent
MESSAGING

26
Your core values tell you what kinds of
content you may not create.
Tweet it: www.shiftcomm.com/amaaquent
CONTENT

28
Automated content creation tools are
inherently bad because they’re not
unique. Do your own work!
Tweet it: www.shiftcomm....
CONTENT

30

L
L
L
CONTENT

31

LAUGH
L
L
CONTENT

32

LAUGH
LEARN
L
CONTENT

33

LAUGH
LEARN
LOVE
If your content doesn’t make you
laugh, learn something, or love it, it’s
bad content.
Tweet it: www.shiftcomm.com/amaaque...
THIS IS WHERE MOST CONTENT
MARKETING STOPS.
OWNED

36
PAID

37
EARNED

38
The moment any piece of content is
shared, it becomes earned media and
instantly more credible.
Tweet it: www.shiftcomm.co...
CONTENT
MARKETING
IMPACT
3 CORE OUTCOMES

41
REFLEX

42
SEARCH

43

•  Organic search traffic
•  Branded keyword
appearances (where
possible)
•  SERPs
SOCIAL

44

•  Followers/Fans/Likes
(they still matter)
•  Engagement
•  Votes
•  Shares
EARNED

45

•  Coverage
•  Reputation
•  Reach
OWNED

46

•  Traffic to owned properties
•  Engagement
PAID

47

•  Ad performance
•  Ad sharing
MARKETING

•  List growth
•  List quality
48
SALES

•  Sales opportunities
•  Closed won deals
•  The “Jerry Maguire”

49
REFLEX

50
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....
CASE STUDY:
TWITTER IPO
RESEARCH

53
CREATIVE

54
Doing what everyone else has done
will not get you what everyone else has
gotten. Do something new.
Tweet it: www.shiftcom...
CREATIVE

56
MESSAGING

57
CONTENT

58
OWNED

59
OWNED

60
EARNED

61
EARNED

62
PAID

63
PAID

64
PAID

65
CONTENT
MARKETING
IMPACT
SEARCH

67
SOCIAL

68
EARNED

69
OWNED

70
PAID

71
MARKETING

72
SALES

73
WEIGHTING AND ATTRIBUTION

74
SO WHAT?
SEARCH

76

•  Content marketing not
targeted enough
•  Not enough outreach/
placement (hey, hire a PR
firm!)
•  Not using...
SOCIAL

77

•  Audience too small, content
not getting enough reach,
build more audience
•  Maybe pay to grow audience
•  ...
EARNED

78

•  No one covering you? A PR firm
can help your content stand
out, wink wink nudge nudge
•  No one sharing = c...
OWNED

79

•  Not seeing traffic increases?
Maybe too much lives off-site
•  Other content on site
attracting searches but...
PAID

80

•  Not getting ad
performance? Try linking
up your content to your
ads
•  Use content marketing to
remarket ad a...
MARKETING

•  List not growing? Your content
marketing may be to blame
•  Test incorporating less or more
curation to diag...
SALES
•  Sales not closing? Maybe
content is too rich,
cannibalizing sales
•  Maybe content doesn’t support
the sales narr...
REFLEX

83

FIX THE MOST BROKEN THINGS
REFLEX

84

There is, of course, much more to this model than what we’ve shared
here, but that’s secret sauce territory, a...
TOP 3
TAKEAWAYS
No content is better than bad content.
Do it well, or not at all.
Tweet it: www.shiftcomm.com/amaaquent
The point of content marketing metrics
is to tell you what to fix next.
Tweet it: www.shiftcomm.com/amaaquent
Stop chasing easy and start chasing
great. It’s the only sustainable long
term content strategy.
Tweet it: www.shiftcomm.c...
SEE ALL THIS LIVE EVERY DAY

89

Web: www.shiftcomm.com
Twitter: shiftcomm.com/t
Facebook: shiftcomm.com/f
LinkedIn: shift...
HOUSEKEEPING

90

Slides & Tweets:
www.shiftcomm.com/
AMAAquent
Plus high quality audio recording in a few days
THANK YOU!
QUESTIONS?
Upcoming SlideShare
Loading in...5
×

Aquent/AMA Webcast: Measuring the Impact of Content

1,106

Published on

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.

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,106
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
91
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Aquent/AMA Webcast: Measuring the Impact of Content"

  1. 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. 2. MEASURING THE IMPACT OF CONTENT MARKETING CHRISTOPHER S. PENN January 22, 2014
  3. 3. ABOUT SHIFT
  4. 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. 5. HOUSEKEEPING 4 #AMAAquent Slides & Tweets: www.shiftcomm.com/ amaaquent Plus high quality audio recording in a few days
  6. 6. CONTENT MARKETING
  7. 7. WHAT IS CONTENT MARKETING? 6
  8. 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. 9. The point of content marketing is to help your content reach your audience. Tweet it: www.shiftcomm.com/amaaquent
  10. 10. 3 CORE OUTCOMES 9
  11. 11. 3 CORE OUTCOMES 10
  12. 12. 3 CORE OUTCOMES 11
  13. 13. THE OLD DAYS 12
  14. 14. WE ARE DROWNING IN CONTENT 13
  15. 15. MARK SCHAEFER’S CONTENT SHOCK 14
  16. 16. THE CONTENT SQUEEZE 15
  17. 17. Content supply is increasing; hours in a day are not. Mediocre content will be buried alive. Tweet it: www.shiftcomm.com/amaaquent
  18. 18. LET’S TALK ABOUT MAKING GREAT CONTENT 17
  19. 19. THE PENALTIES FOR BAD CONTENT 18 “So stick a fork in it: guest blogging is done; it’s just gotten too spammy.”
  20. 20. THE PENALTIES FOR BAD CONTENT 19
  21. 21. Obscurity is your greatest enemy, and bad content is a top culprit. Tweet it: www.shiftcomm.com/amaaquent
  22. 22. CONTENT MARKETING STRATEGY
  23. 23. THE EARNED MEDIA HUB 22
  24. 24. RESEARCH 23
  25. 25. CREATIVE 24
  26. 26. Focus your content marketing budget on research and creative if you have the choice. Tweet it: www.shiftcomm.com/amaaquent
  27. 27. MESSAGING 26
  28. 28. Your core values tell you what kinds of content you may not create. Tweet it: www.shiftcomm.com/amaaquent
  29. 29. CONTENT 28
  30. 30. Automated content creation tools are inherently bad because they’re not unique. Do your own work! Tweet it: www.shiftcomm.com/amaaquent
  31. 31. CONTENT 30 L L L
  32. 32. CONTENT 31 LAUGH L L
  33. 33. CONTENT 32 LAUGH LEARN L
  34. 34. CONTENT 33 LAUGH LEARN LOVE
  35. 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. 36. THIS IS WHERE MOST CONTENT MARKETING STOPS.
  37. 37. OWNED 36
  38. 38. PAID 37
  39. 39. EARNED 38
  40. 40. The moment any piece of content is shared, it becomes earned media and instantly more credible. Tweet it: www.shiftcomm.com/amaaquent
  41. 41. CONTENT MARKETING IMPACT
  42. 42. 3 CORE OUTCOMES 41
  43. 43. REFLEX 42
  44. 44. SEARCH 43 •  Organic search traffic •  Branded keyword appearances (where possible) •  SERPs
  45. 45. SOCIAL 44 •  Followers/Fans/Likes (they still matter) •  Engagement •  Votes •  Shares
  46. 46. EARNED 45 •  Coverage •  Reputation •  Reach
  47. 47. OWNED 46 •  Traffic to owned properties •  Engagement
  48. 48. PAID 47 •  Ad performance •  Ad sharing
  49. 49. MARKETING •  List growth •  List quality 48
  50. 50. SALES •  Sales opportunities •  Closed won deals •  The “Jerry Maguire” 49
  51. 51. REFLEX 50
  52. 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. 53. CASE STUDY: TWITTER IPO
  54. 54. RESEARCH 53
  55. 55. CREATIVE 54
  56. 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. 57. CREATIVE 56
  58. 58. MESSAGING 57
  59. 59. CONTENT 58
  60. 60. OWNED 59
  61. 61. OWNED 60
  62. 62. EARNED 61
  63. 63. EARNED 62
  64. 64. PAID 63
  65. 65. PAID 64
  66. 66. PAID 65
  67. 67. CONTENT MARKETING IMPACT
  68. 68. SEARCH 67
  69. 69. SOCIAL 68
  70. 70. EARNED 69
  71. 71. OWNED 70
  72. 72. PAID 71
  73. 73. MARKETING 72
  74. 74. SALES 73
  75. 75. WEIGHTING AND ATTRIBUTION 74
  76. 76. SO WHAT?
  77. 77. SEARCH 76 •  Content marketing not targeted enough •  Not enough outreach/ placement (hey, hire a PR firm!) •  Not using best practices
  78. 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. 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. 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. 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. 82. MARKETING •  List not growing? Your content marketing may be to blame •  Test incorporating less or more curation to diagnose marketing engagement 81
  83. 83. SALES •  Sales not closing? Maybe content is too rich, cannibalizing sales •  Maybe content doesn’t support the sales narrative 82
  84. 84. REFLEX 83 FIX THE MOST BROKEN THINGS
  85. 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. 86. TOP 3 TAKEAWAYS
  87. 87. No content is better than bad content. Do it well, or not at all. Tweet it: www.shiftcomm.com/amaaquent
  88. 88. The point of content marketing metrics is to tell you what to fix next. Tweet it: www.shiftcomm.com/amaaquent
  89. 89. Stop chasing easy and start chasing great. It’s the only sustainable long term content strategy. Tweet it: www.shiftcomm.com/amaaquent
  90. 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. 91. HOUSEKEEPING 90 Slides & Tweets: www.shiftcomm.com/ AMAAquent Plus high quality audio recording in a few days
  92. 92. THANK YOU! QUESTIONS?
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×