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How to Measure the Impact of Content Marketing Webinar
 

How to Measure the Impact of Content Marketing Webinar

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How to Measure the Impact of Content Marketing Webinar

How to Measure the Impact of Content Marketing Webinar

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    How to Measure the Impact of Content Marketing Webinar How to Measure the Impact of Content Marketing Webinar Presentation Transcript

    • 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 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
    • HOUSEKEEPING 4 #AMAAquent Slides & Tweets: www.shiftcomm.com/a maaquent Plus high quality audio recording in a few days
    • HOUSEKEEPING TweetBoard 5 www.shiftcomm.com/amaaq uent Spend less time trying to tweet, more time enjoying!
    • CONTENT MARKETING
    • WHAT IS CONTENT MARKETING? 7
    • WHAT IS CONTENT MARKETING? 8 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
    • The point of content marketing is to help your content reach your audience. Tweet it: www.shiftcomm.com/amaaquent
    • 3 CORE OUTCOMES 10
    • 3 CORE OUTCOMES 11
    • 3 CORE OUTCOMES 12
    • THE OLD DAYS 13
    • WE ARE DROWNING IN CONTENT 14
    • MARK SCHAEFER’S CONTENT SHOCK 15
    • THE CONTENT SQUEEZE 16
    • Content supply is increasing; hours in a day are not. Mediocre content will be buried alive. Tweet it: www.shiftcomm.com/amaaquent
    • LET’S TALK ABOUT MAKING GREAT CONTENT 18
    • THE PENALTIES FOR BAD CONTENT 19 “So stick a fork in it: guest blogging is done; it’s just gotten too spammy.”
    • THE PENALTIES FOR BAD CONTENT 20
    • 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 23
    • RESEARCH 24
    • CREATIVE 25
    • Focus your content marketing budget on research and creative if you have the choice. Tweet it: www.shiftcomm.com/amaaquent
    • MESSAGING 27
    • Your core values tell you what kinds of content you may not create. Tweet it: www.shiftcomm.com/amaaquent
    • CONTENT 29
    • Automated content creation tools are inherently bad because they’re not unique. Do your own work! Tweet it: www.shiftcomm.com/amaaquent
    • CONTENT 31 L L L
    • CONTENT 32 LAUGH L L
    • CONTENT 33 LAUGH LEARN L
    • CONTENT 34 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/amaaquent
    • THIS IS WHERE MOST CONTENT MARKETING STOPS.
    • OWNED 37
    • PAID 38
    • EARNED 39
    • The moment any piece of content is shared, it becomes earned media and instantly more credible. Tweet it: www.shiftcomm.com/amaaquent
    • CONTENT MARKETING IMPACT
    • 3 CORE OUTCOMES 42
    • REFLEX 43
    • SEARCH 44 • Organic search traffic • Branded keyword appearances (where possible) • SERPs
    • SOCIAL 45 • Followers/Fans/Likes (they still matter) • Engagement • Votes • Shares
    • EARNED 46 • Coverage • Reputation • Reach
    • OWNED 47 • Traffic to owned properties • Engagement
    • PAID 48 • Ad performance • Ad sharing
    • MARKETING • List growth • List quality 49
    • SALES • Sales opportunities • Closed won deals • The “Jerry Maguire” 50
    • REFLEX 51
    • 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
    • CASE STUDY: TWITTER IPO
    • RESEARCH 54
    • CREATIVE 55
    • Doing what everyone else has done will not get you what everyone else has gotten. Do something new. Tweet it: www.shiftcomm.com/amaaquent
    • CREATIVE 57
    • MESSAGING 58
    • CONTENT 59
    • OWNED 60
    • OWNED 61
    • EARNED 62
    • EARNED 63
    • PAID 64
    • PAID 65
    • PAID 66
    • CONTENT MARKETING IMPACT
    • SEARCH 68
    • SOCIAL 69
    • EARNED 70
    • OWNED 71
    • PAID 72
    • MARKETING 73
    • SALES 74
    • WEIGHTING AND ATTRIBUTION 75
    • SO WHAT?
    • SEARCH 77 • Content marketing not targeted enough • Not enough outreach/placement (hey, hire a PR firm!) • Not using best practices
    • SOCIAL 78 • Audience too small, content not getting enough reach, build more audience • Maybe pay to grow audience • Content a mismatch to audience?
    • EARNED 79 • No one covering you? A PR firm can help your content stand out, wink wink nudge nudge • No one sharing = content not compelling enough
    • OWNED 80 • 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
    • PAID 81 • Not getting ad performance? Try linking up your content to your ads • Use content marketing to remarket ad audiences and boost ROI
    • MARKETING • List not growing? Your content marketing may be to blame • Test incorporating less or more curation to diagnose marketing engagement 82
    • SALES • Sales not closing? Maybe content is too rich, cannibalizing sales • Maybe content doesn’t support the sales narrative 83
    • REFLEX 84 FIX THE MOST BROKEN THINGS
    • REFLEX 85 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.
    • 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.com/amaaquent
    • SEE ALL THIS LIVE EVERY DAY 90 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
    • HOUSEKEEPING 91 Slides & Tweets: www.shiftcomm.com/ AMAAquent Plus high quality audio recording in a few days
    • THANK YOU! QUESTIONS?