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Content Marketing Analytics & Metrics


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Pawan Deshpande, CEO of Curata explains how to measure the ROI of Content Marketing. For a deeper dive, download the full eBook:

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Content Marketing Analytics & Metrics

  1. 1. #CMForum Content Marketing Analytics & Metrics Content Marketing Forum October 29, 2014 #CMForum
  2. 2. #CMForum Explorers & Content Marketing • Require upfront investment. • Fraught with peril & failure-prone. • Have to face plenty of skeptics. • Take you into uncharted waters. • But can pay off big as well. 2
  3. 3. #CMForum3
  4. 4. #CMForum4 Source: Curata 2014 Content Marketing Tactics Planner Image Credit: Scott Anderson “Royal Clipper”. CC BY 2.0
  5. 5. #CMForum5
  6. 6. #CMForum6
  7. 7. #CMForum The solution to date has been to increase content production and promotion . . . 73% of B2B marketers are producing more content than they did one year ago... and using an average of 13 content tactics. MarketingProfs / Content Marketing Institute 7
  8. 8. #CMForum • Scarce resources need better allocation • Great content marketing results are hard to come by • Investors demand to see a return But time is running out… 8
  9. 9. #CMForum Consumption Sharing Retention Engagement It’s Time to Raise the Performance Measurement Bar Content Marketing ROI Performance Operations Cost Production Marketing Pipeline Impact Top of Funnel Sales Pipeline Impact Middle of Funnel BOFU 9
  10. 10. #CMForum10 Can’t read this?
  11. 11. #CMForum Consumption MetricsConsumption • Page Views • Unique Visitors • Ave. Time on Site Site/Blog Asset Social Media Email Feeds • Downloads • Form Completions • Link Click- throughs • Clicks • Open Rate • Clicks • Views “The most success I've had is looking at conversion metrics (downloads/registrations) and website traffic (blog posts) from traffic sources. Either in aggregate (i.e., social vs. search. vs. direct) or by a specific website, campaign, etc. By analyzing the source of conversions/traffic, you can better understand what content resonates and what audiences are valuable to the business, assuming you can track them through to a sale.” Rob Yoegel VP Marketing Gaggle @RobYoegel 11
  12. 12. #CMForum Marketing Pipeline Impact MetricsMarketing PipelineImpact • New Leads Generated (First, Last & Multi-touch) • Existing Leads Touched • Content Score Site/Blog Asset Social Media Email Feeds “At the end of the day why are we doing this? The answer is for more leads. If the leads that are coming into your pipeline are more qualified based on the engagement with your content and are closer to buying, then your content strategy is working.” Jason Miller Senior Manager of Content & Social LinkedIn @JasonMillerCA 12
  13. 13. #CMForum Deep Dive: Campaign Tracking in Attributes What does it mean? So What? Persistence Content connection persists throughout the lead’s journey. Track: • Leads generated per content • Impact of content on lead Multiple Attribution More than one campaign can associated with a lead record. Enables a multi-touch attribution (multiple pieces of content get Time Stamping The lead-campaign time stamped enabling you to the user’s content Enables identification of: • “Last touch” attribution • Impact on lead conversion Lead Contact Opportunity Campaign 13
  14. 14. #CMForum Sales Pipeline Impact MetricsSalesPipeline Impact • % and $ Value of Opportunities Influenced/Generated • % and $ Value of Opportunities Won Site/Blog Asset Social Media Email Feeds “Revenue has to be the mother of all metrics. It's what we're here for, right?” Doug Kessler Creative Director/Co- Founder, Velocity @dougkessler “What’s the most important content marketing metric?. . . How’s sales? Ultimately content marketing drives sales success.”David Meerman Scott Online Marketing Strategist, @dmscott 14
  15. 15. #CMForum Influenced Generated Deep Dive: Content Marketing Sales Metrics Cheat Sheet $ % Revenue Pipeline x x 15
  16. 16. #CMForum Operations & ROI MetricsOperations • Production • Time to Live • Content Throughput • Content Backlog Site/Blog Asset Social Media Email Feeds “The power of content marketing goes far beyond generating leads. It is critical to measure the increase in the Average Value per Customer to reflect content marketing's effectiveness in educating buyers and differentiating the brand in order to increase purchase volume and earn long- term loyalty. This additional profit margin generated helps to justify the ROI of higher-cost content that truly improves the quality of the lead and the customer relationship.” Jim Lenskold President, Lenskold Group @jimlenskold • Cost • Production Costs per Post • Distribution Costs per Post • Promotion Costs ROI • Return on Investment • Pipeline Influence per Word per Writer 16
  17. 17. #CMForum Building Your Own “Dream” Dashboard Step 1: Assess Current Navigational Capabilities Step 2: Identify Current & Desired Metrics Step 3: Start Small . . . Measure/Track the Basics Step 4: Expand to Include Advanced Metrics Content Quality Content Quantity MPI SPI Production Efficiency Content Mktg. Index M etric W eek 1 W eek 2 W eek 3 W eek 4 W eek 5 W eek 6 Page Views Subscribers Downloads Clicks Open Rates Ave. Time On-Site Followers Retweets Leads Generated Existing Leads Touched Opportunities Generated Existing Opportunities Touched $ Value Opportunities Won 17
  18. 18. #CMForum Contact Me Email: Twitter: @TweetsFromPawan Site: 18
  19. 19. #CMForum Download the full eBook, The Comprehensive Guide to Content Marketing Analytics & Metrics 19