Measuring Content Marketing: The Smart & Simple Way

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Marcus' slides from his talk on 'measuring content marketing' at Content Marketing Association's February 2014 breakfast meeting. For more information see http://www.ventureharbour.com

Marcus' slides from his talk on 'measuring content marketing' at Content Marketing Association's February 2014 breakfast meeting. For more information see http://www.ventureharbour.com

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Transcript

  • 1. Measuring Content Marketing (the smart and simple way)
  • 2. “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” – John Wanamaker
  • 3. If we continue at this rate, a lot of time & money will be wasted on crap content.
  • 4. Measuring content marketing is not hard, when you know what to measure.
  • 5. People who want to get better know three things 1. What they did today that worked 2. What they did today that didn’t work 3. What they should change tomorrow
  • 6. What to measure: what you want Ask yourself – what are the three most important things from content? For me: 1. Enquiries through the website 2. Links / traffic 3. Email subscribers
  • 7. Don’t measure anything ‘because you can’. Measure what makes a difference.
  • 8. How do we measure this?
  • 9. (will provide you with 95% of the answers you need, if you ask the right questions)
  • 10. Tracking downloads, email signups & enquiries from content with GA goals & event tracking
  • 11. Tracking downloads, email signups & enquiries from content with GA goals & event tracking
  • 12. Tracking content link generation
  • 13. Tracking social performance
  • 14. Using these tools, I know… • What worked • What didn’t work • What content was profitable / unprofitable • What I should focus on tomorrow
  • 15. Start with questions, create goals from those questions, then seek tools / data that provide the answers. Do not underestimate simple solutions.
  • 16. Thank You