Measuring Content Marketing - iCrossing - DMA 2013 Conference

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What is the value of content marketing? How do you know if you are publishing the right type of content? iCrossing's Karen Pate and Terry Sheehan shared insights on how to measure the effectiveness of …

What is the value of content marketing? How do you know if you are publishing the right type of content? iCrossing's Karen Pate and Terry Sheehan shared insights on how to measure the effectiveness of a content marketing program at the DMA 2013 Conference on October 15, 2013.

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  • Audience–customer touch points and the funnelUseful, usable, desirable, engaging, visibleChannels - Bought, owned and earnedOrganization – marketing, sales, product groups, customer service, PR, community relationsInternal management of contentAudience–customer touch points and the funnelUseful, usable, desirable, engaging, visibleChannels - Bought, owned and earnedOrganization – marketing, sales, product groups, customer service, PR, community relationsInternal management of content
  • Content not given chance to “marinate”Fear of missed opportunity, rush and reactWaiting too long to adapt current content or publish new content
  • Value is not just dollar & cents – it’s measuring impact What is the role of content?Moment of time contribution vs. lifetime valueWhat are we measuring
  • Granularity of content (single content object vs collection) – where does the measurement need to take placeUnderstanding how is content promoted (i.e., promotion – paid media, earned media)? Understanding the synergy of how channels work togetherCarry-over Marriott example and how a consumer process
  • Putting Structure around all the detailsReference the difference in business models – Marriott vs. TXUeCommerce vs. information valueGenerating revenue vs. providing cost savingsMapping to the consumer process and calls to action within the content
  • - Evaluate & Establish contents role in the decision process- Develop links to what we want consumer to do next- Establish more complex relationships between content and future actions consumers take:Content MixContent Attribution

Transcript

  • 1. Measuring Content Marketing Karen Pate, Ph.D. Terry Sheehan
  • 2. Topics To Cover • Defining Content Marketing • Measuring Content Today • Measurement Considerations
  • 3. DEFINING CONTENT MARKETING
  • 4. Just so we are on the same page Con tent something contained, the topics or matter treated in a written work, the principal substance. Mar ket ing the process of communicating the value of a product or service to customers, for the purpose of selling the product or service.
  • 5. Today’s discussion is about measuring the impact… Con tent something contained, the topics or matter treated in a written work, the principal substance. Mar ket ing the process of communicating the value of a product or service to customers, for the purpose of selling the product or service.
  • 6. Facets of content marketing WHO is WHERE it’s being CONSUMING it CONSUMED WHICH business units are CREATING it HOW it’s being MANANGED CONTENT AUDIENCE DISTRIBUTION ORGANIZATIONAL MANAGEMENT
  • 7. MEASURING CONTENT TODAY
  • 8. Two Key Challenges Organizational: Company siloes – Lack of coordination between department objectives – Individual performance incentives conflict reducing support of the overall company picture – Differing views of success within the organization Data Connections: Limited Understanding – Content to conversion – Individual content object vs. content group (individual vs “team sport”) – Latent impact of content Post-today -> impact tomorrow
  • 9. The Challenges Personified – Part 1 Clueless • Unsure of the end goal • Doesn’t know what or how to measure • End Result: Does not measure anything Show Me The Money • Obsessed with only the immediate revenue • Has trouble with non-tangible measures • End Result: Left feeling unsuccessful with little direct revenue measured
  • 10. The Challenges Personified – Part 2 Keep It Simple • Measures the basic immediate response (page views, likes, comments, etc…) • Focused on each piece of individual content • End Result: Unsure of what to do next Drowning in Data • Collects every possible data point • Spends hours over multiple reports • End Result: Analysis paralysis – continues to look at the next available data point to see
  • 11. MEASURING CONTENT: CONSIDERATIONS
  • 12. GETTING THE BASICS RIGHT
  • 13. Think about “Value”
  • 14. Identify where data comes from
  • 15. Create structure for all this data
  • 16. ADDRESSING THE KEY CHALLENGES
  • 17. Align the Organization • Develop shared view of assessing content performance • Create transparency in content performance
  • 18. Align the Organization • Adapt your model for organization type – Centralized company – Federated company – Multi-brand company
  • 19. Create Data Connections • Create a connection and drive awareness for the brand • Be part of the consideration set through relevant content in the planning process • Provide all the necessary information at the point of purchase to drive sale
  • 20. Measure the Connections: Option 1 • Similar to media mix • Collect aggregate engagement details of content & content groups • Model high-level correlations between content’s immediate responses and the ultimate business objective Next Month Sales Content Mix Modeling Monthly Page Views of Awareness Content Group
  • 21. Measure the Connections: Option 2 Content Attribution Modeling • Similar cookie level attribution in media • Collect individual engagement details of content & content groups • Model high-level correlations between content’s immediate responses and the ultimate business objective From an individual cookie Day 1: Twitter Click Day 2: Product Page View Day 3: Reviews Page View Day 4: Purchase To thousands of cookies
  • 22. Apply the Insights • Identify the right content areas – New opportunities – Current content worthiness • Let insights guide content development and execution – Appropriate format, treatment for target audience, channels for publishing
  • 23. Measuring Content: A Case Study What’s the value? • Goal is not immediate revenue – – – – Connections made LinkedIn page views iCrossing visits Buzz • Must look at the collective impact of all presentations • Long-term view of relationships – Presentations to sales – Presentations vs. close rates – Presentations vs. type of products sold • Informs 2014 presentations
  • 24. QUESTIONS