“The Ultimate Guide to Content Marketing Metrics”
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“The Ultimate Guide to Content Marketing Metrics”

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It’s not that content isn’t measurable, it’s that there are so many possible ways to measure it. In this specific, real-world, hype-free, fast-paced session with content strategist Jay Baer, ...

It’s not that content isn’t measurable, it’s that there are so many possible ways to measure it. In this specific, real-world, hype-free, fast-paced session with content strategist Jay Baer, learn the four types of content marketing metrics and how and
when to use them with skill to truly measure your content marketing. You’ll walk out the door with visions of statistical dashboards dancing in your head.

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“The Ultimate Guide to Content Marketing Metrics” “The Ultimate Guide to Content Marketing Metrics” Presentation Transcript

  • The Ultimate Guide toContent Marketing Metrics Jay Baer Convince & Convert @jaybaer • #cmworld #cmworld
  • @jaybaer“We Can’t Measure” Really Means: • We don’t know what to measure • We don’t have access to the data • We don’t know how to tie the data together • We don’t have the time to measure • We don’t know what the data means #cmworld
  • @jaybaer#cmworld
  • @jaybaerIf You’re Not Measuring ContentMarketing, It’s Your Fault.But Don’t Panic. #cmworld
  • @jaybaerAre You a Publisher? #cmworld
  • @jaybaerYou Are In the Action Business,Not the Eyeballs Business.Plan and Measure Accordingly. #cmworld
  • @jaybaerStep One: Know Why You’reMaking Content #cmworld
  • @jaybaer Yee-Haw!!Step One: Know What Actions Finally Got Us You Some of ThatWant and Need CONTENT!!“Making Content” Is Not the Goal #cmworld
  • @jaybaerAre You Measuring the Right Things? #cmworld
  • @jaybaer Content Helps Achieve BusinessObjectives, Not Content Objectives Business Objectives Marketing Objectives Marketing Strategy Content Objectives Content Strategy Content Tactics Content Metrics #cmworld
  • @jaybaerStep Two: Map Content to Buyer’sJourney, and Metrics to Content Type #cmworld
  • @jaybaerThe Right Content for the Right Person,at the Right Time • What’s the conference about? • When is it? • Where is it? • What’s the agenda? • How much does it cost? • Is there a section on metrics? • Is Jay Baer doing it? • Is Rick Springfield going to be there? #cmworld
  • @jaybaerThe Right Content for the Right Person,at the Right Time http://ar.gy/1bHO #cmworld
  • @jaybaerStep Three: Know What’sMathematically Viable #cmworld
  • @jaybaerWays to Measure Brand Awareness • New visits to Website (proxy) • Increase in positive and neutral social mentions (proxy) • Visits from search (proxy) • Pre and post surveys of target audiences, randomly sampled and variable controlled #cmworld
  • @jaybaerWays to Measure Direct Sales • E-commerce tracking • Leads that turn into new customers (requires CRM) #cmworld
  • @jaybaerStep Four: Select the Right Metrics #cmworld
  • @jaybaer4 Categories of Content Metrics #cmworld
  • @jaybaerConsumption Metrics Question answered: “How many people viewed, downloaded, listened to this piece of content” Goals addressed: #cmworld
  • @jaybaerField Guide to Consumption Metrics • Page views • Google Analytics or similar • Video views • YouTube Insights or similar • Document views • Slideshare or Scribd data • Downloads (ungated) • CRM system (Eloqua, Hubspot, Marketo, Infusionsoft) • Google Analytics or similar • Social Chatter • Mention.net, Radian6, Sysomos, Viral Heat #cmworld
  • @jaybaerNever Exit the Metrics Train at theConsumption Depot #cmworld
  • @jaybaerAre You a Publisher? #cmworld
  • @jaybaerKnowing a Piece of Content Generated3,000 Page Views Should Prompt TheseQuestions: • Do people consuming that content engage in other, more desirable behaviors on the site? • Do they do so at a ratio different from site visitors overall? • Do people consuming that content return to the site? • Do they do so at a ratio different from site visitors overall? #cmworld
  • @jaybaerTo Boost Consumption,Free Your Content • “Forms are the enemy of spread” – Joe Chernov, Eloqua • “Of all the places your content could reside, your site has the least amount of traffic.” – Me #cmworld
  • @jaybaerBe a Digital Dandelion #cmworld
  • @jaybaerSharing Metrics Question answered: “How resonant is this content, and how often is it shared with others?” Goals addressed: #cmworld
  • @jaybaerField Guide to Sharing Metrics • Likes and Shares and Tweets and +1s and Pins • Sharing tools, or Google Analytics or similar • Forwards • Email provider, or Google Analytics or similar • Inbound links • OpenSiteExplorer, RavenTools, MajesticSEO #cmworld
  • @jaybaerSharing Metrics are OvervaluedBecause They’re Public #cmworld
  • @jaybaerTo Boost Sharing, Make Sharing Easy • Easy to use sharing buttons on all content • Configure correctly • Embeddable infographics • Social proof • Content WORTH sharing #cmworld
  • If Your Mom Won’t Share Your Content, It’s Not Good Enough #cmworld
  • @jaybaerLead Generation Metrics Question answered: “How often do content consumptions turn into leads?” Goals addressed: #cmworld
  • @jaybaerField Guide to Lead Gen Metrics • Gated content that produces leads itself • CRM system (Eloqua, Hubspot, Marketo, Infusionsoft) • Tracking URLs • Email subscriptions and similar • Email provider, or CRM system • Blog subscriptions and similar • Feedblitz, or CRM system • Blog comments • Comments platform (Disqus, Livefyre) or blog system • Conversion rate (consumption to lead) #cmworld
  • @jaybaerIndirect Lead Generation • Not all content is lead producing directly • But, all content can contribute to lead generation behavior • Set up goals in Google Analytics or similar • For key behaviors that are not revenue-producing per se (email signup) assign a dollar value • Set custom reports to show goals for each content piece • Also look at new Page Value data #cmworld
  • @jaybaerTying Social to Content • Some Social Platforms (Argyle Social, Expion, Hubspot) can tie social media posts to content landing pages, and track through to lead generation value. • Systems that can do this MUST have their own URL shortener. #cmworld
  • @jaybaerContent is Fire. Social Media is Gasoline. #cmworld
  • @jaybaerSales Metrics Question answered: “Did we actually make any money on this content?” Goals addressed: #cmworld
  • @jaybaerField Guide to Sales Metrics • Online sales • E-commerce system • Offline sales • CRM system • Unique, trackable URLs via CRM, social media system and/or Google Analytics or similar • Manual reporting and anecdotes #cmworld
  • @jaybaerIf You’re Going to Track Leads and SalesYou Have to Do Something Trackable #cmworld
  • @jaybaerDon’t Forget Customer Retention #cmworld
  • @jaybaerYour Most Important Content Audience are Your Current Customers #cmworld
  • @jaybaerContent ROI is Calculated at theComponent Level FirstInvestment 40 hours/month to produce blog X hourly rate per each blog participant ($40) X overhead factor (50%) + amortized design fees ($1k/month) + monthly hosting fees ($100/month) + miscellaneous ($100/month) = true monthly blogging costs $3,600 #cmworld
  • @jaybaerContent ROI is Calculated at theComponent Level FirstReturn 25 leads per month X lead conversion rate (20%) X average lifetime customer value ($3,000) X average profit margin (30%) = true monthly blogging return $4,500 #cmworld
  • @jaybaerROI = Return Minus Investment,Divided by Investment $4,500 - $3,600 = 900 Divided by 3,600 = .25 ROI is 25% #cmworld
  • @jaybaerSometimes You Can’t Close the Loop #cmworld
  • @jaybaerCorrelation Approach • Track EVERYTHING • Over a long period of time • Note whenever ANYTHING changes • PR coverage, website change, new radio campaign • Also track multiple revenue data points • Total leads • Average purchase • Churn • Total revenue • Look for patterns that indicate content is working #cmworld
  • @jaybaerYour Job is to Prove Something Wrong, not Prove Something Right #cmworld
  • @jaybaerThe Goal Isn’t to be Good at Content.The Goal is to be Good at Business, Because of Content. #cmworld
  • Jay BaerConvince & Convertwww.ConvinceAndConvert.com Today’s Slides: Jaybaer.com/CMWorld #cmworld