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Content Marketing Metrics eMetrics NYC 2011
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Congratulations! You’re a Publisher!
© 2011 Altimeter Group
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Content Marketing Metrics
eMetrics New York
Oct. 19, 2011
Charlene Li Rebecca Lieb
Founder and Partner Analyst, Digital
Advertising & Media
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Measure What a Publishers Measures:
Page Views
Time Spent on Page
Top Stories
Subscribers
Ad Sales
© 2011 Altimeter Group
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B2C Content Marketing Case Study
Pepsi Refresh
Monitor web for project mentions, assess sentiment. “What
consumers say about us is more important than anything that we
say. It’s an indexed competitive score looking at how our brand is
doing compared to our competitors, indexed on a hundredth
scale. The formula accounts for volume and sentiment, and then
weighted by platform." –Shiv Singh, PepsiCo
© 2011 Altimeter Group
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B2B Content Marketing Case Study
Eloqua
Company closed $2.5 million in annual contracts from clients who
downloaded 2010 Grande Guides, additional $3.2 million in
contract stage. People who discover Eloqua through its content
are 21% more likely to view a demo and more likely to be VP level
or higher than the average site visitor, i.e. “quality leads”
© 2011 Altimeter Group
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Figure Out What You Want to Measure
& Why You Want to Measure It
Subscribers
Fans
Likes
SEO (visibility; ranking; as traffic source)
Leads (quality; lifetime value; customers referred by
existing leads)
Sales (volume; dollar value; length of sales cycle)
Traffic
Conversions (Sales? Subscribers? Leads?)
User/Lead/Sales Acquisition Costs
© 2011 Altimeter Group
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One Approach:
Assign a Dollar Value to Each KPI
The average chair costs $500
Analytics show 50 people start the process of purchasing a chair
online every day, but only 10 finish the process
User research shows the instructions on the purchase pages are very
confusing
We assume 5-10 people leave the purchasing process because of
something unrelated to the site. 5-10 leave the process when they see
shipping costs
We assume the remaining 20-30 people would complete the
purchasing process if instructions were more helpful
Ergo, the value of the instructional content is likely c. $300,000 -
$450,000 per month ($500 X 20-30 people X 30 days)
The cost of fixing the content is approximately $25,000
Source: BrainTraffic
© 2011 Altimeter Group
- 9. Image by StreetFly_JZ used with Attribution as directed by Creative Commons http://www.flickr.com/photos/streetfly_jz/2760882758
Measuring More Than Money
© 2011 Altimeter Group
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Soft Content Metrics
Facebook likes, Google + +1s
Retweets
Social network shares
Blog citations
Links back
Comments
Time spent on page
Average page views per visitor
Followers
@Mentions
© 2011 Altimeter Group
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Soft Content Metrics
Facebook likes, Google + +1s
Retweets
Social network shares
Blog citations
Links back
Comments
Time spent on page
Average page views per visitor
Followers
@Mentions
© 2011 Altimeter Group
- 15. Image by randomcuriousity used with Attribution as directed by Creative Commons http://www.flickr.com/photos/randomcuriosity/3445573373/
15
Recommendations
© 2011 Altimeter Group
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top-converting
referrers
pages
keywords
© 2011 Altimeter Group
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sales attribution
ecommerce
dedicated 800 numbers
online forms for downloads
© 2011 Altimeter Group
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lead quality
define it:
job title?
prospect who first watched a video or
downloaded a white paper?
© 2011 Altimeter Group
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search & social media visibility
web analytics, Alexa.com, Compete.com
tie SEO to specific keywords
goal: awareness, buzz, brand, traffic
© 2011 Altimeter Group
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be patient
These aren’t advertising or e-commerce
metrics.
Clear content marketing ROI takes time to
become manifest.
© 2011 Altimeter Group
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THANK YOU
Rebecca Lieb
rebecca@altimetergroup.com
www.rebeccalieb.com/blog
Twitter: @lieblink
© 2011 Altimeter Group
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ABOUT US
Altimeter Group is a research-based advisory firm that helps
companies and industries leverage disruption to their advantage.
We have four areas of focus: Leadership and Management,
Customer Strategy, Enterprise Strategy, and Innovation and
Design.
Visit us at http://www.altimetergroup.com or contact
info@altimetergroup.com.
© 2011 Altimeter Group
Editor's Notes
- Whatever you do, establish a baseline first
- Whatever you do, establish a baseline first
- Whatever you do, establish a baseline first