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MAKE IT COUNT:
CONTENT MARKETING
ANALYTICS
YOUR
CONTENT PILE IS
OVERFLOWING.
MEANWHILE, YOU
HAVE NO IDEA
how any one piece is
bringing in leads or sales.
YOU’RE CLUELESS. 
But you’re not alone.
ONLY 27% OF B2B
MARKETERS
say they are effectively tracking
content utilization metrics.
THE GOOD
NEWS:
for companies who ARE thinking
about their strategies, content is
looking pretty good.
FOR THEM,
CONTENT LOOKS
MORE LIKE GEMS, 
less like piles.
DON’T GET STUCK
WITH A PILE.
ANALYZE.
In other words, look at your
results, count them, write
them down, and keep it up.
MEASURE.
 TRACK.
THERE ARE FOUR
KEY AREAS
to focus your analytic efforts.
PRODUCTION: /prəˈdəkSHən/ noun: the
action of making or manufacturing
content assets from raw ideas and
materials.

•  Num...
ENGAGEMENT /enˈgājmənt/ noun: the
action of engaging: reading,
downloading, sharing, viewing, +1ing,
pinning, tumbling, se...
PERFORMANCE: /pərˈfôrməns/ noun: the
extent to which a piece of content is
profitable, effective, and successful at
produci...
WHEN IT’S
APPLICABLE
Also look at conversions
within each of those
categories.
CONVERSIONS:
The number of anonymous
visitors who become known
records in your marketing
database.
AND THE FOURTH
AND FINAL
METRIC…
(which we think is the coolest)
CONTENT
SCORING.
CONTENT SCORING /kənˈtent skôr/
verb: The new data-driven process for
tracking how each piece of content is
driving leads ...
Best ROI!
CONTENTSCORE
EFFECTIVENESS IN PRODUCING LEADS
BUT HOW?
YOU START BY
WORKING
BACKWARDS

from your buyer’s journey.
1/6
1/6
1/6
1/6
1/6
1/6
EACH
PIECE OF
CONTENT
TOUCHED
is divided evenly.
CONTENT SCORING THEN
ASSIGNS A NUMERICAL VALUE
TO EACH PIECE OF CONTENT.
You can even assign greater weight to the
first o...
Blog B
Whitepaper
Blog A
Podcast
Email
eBook
.45
.025
.025
.025
.025
.45
Whitepaper
Blog A
Blog B
Podcast
Email
.45
.033
....
TOUCH
Webinar
Blog
Podcast
Video
Email
eBook
Whitepaper
BUYER 1
CONTENT
SCORE
.45
.025
.025
.025
.025
.45
0
.9
.075
.025
....
SORT YOUR
CONTENT SCORE BY
•  Content vs. campaign
•  Most influential vs. least influential
•  Conversions vs. $
THE POWER OF
ALL YOUR
CONTENT
suddenly appears.
CONTENT
SCORING SHOWS 
which pieces of content are
effective.
PUTTING IT ALL
TOGETHER.
ALL THESE
NUMBERS...
WHICH DO WE
TRACK?
THINK OF YOUR
ANALYTICS
as a car dashboard.
THERE’S A LOT GOING
ON UNDER THE HOOD.
But only a few things really
matter.
PRODUCTION
ENGAGEMENT
CADENCE
CONTENT SCORE
SPEED
RPM
MILEAGE
MPG
A SIMPLE
ANALYTICS VEHICLE
is possible with a few
standard systems:
A CRM SYSTEM
MARKETING AUTOMATION
SPREADSHEETS
GOOGLE ANALYTICS
A MORE POWERFUL
ANALYTICS VEHICLE
includes a few extra
calibrators.
A CRM SYSTEM
MARKETING AUTOMATION
CONTENT MARKETING
SOFTWARE
SOCIAL MEDIA MANAGEMENT
WITH THESE
SYSTEMS
in place and running…
YOU’RE LOOKING AT
a whole new kind of pile.
DIVE DEEPER INTO
CONTENT SCORING
READ ABOUT CONTENT
MARKETING SOFTWARE
WATCH VIDEO
DOWNLOAD
THE EBOOK
THANK YOU.
You’re all set.
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How Do You Use Four Key Areas Of Content Analytics and What Metrics Do You Use To Track, Measure and Score Content Success?

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How Do You Use Four Key Areas Of Content Analytics and What Metrics Do You Use To Track, Measure and Score Content Success?

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How Do You Use Four Key Areas Of Content Analytics and What Metrics Do You Use To Track, Measure and Score Content Success?

  1. MAKE IT COUNT: CONTENT MARKETING ANALYTICS
  2. YOUR CONTENT PILE IS OVERFLOWING.
  3. MEANWHILE, YOU HAVE NO IDEA how any one piece is bringing in leads or sales.
  4. YOU’RE CLUELESS. But you’re not alone.
  5. ONLY 27% OF B2B MARKETERS say they are effectively tracking content utilization metrics.
  6. THE GOOD NEWS: for companies who ARE thinking about their strategies, content is looking pretty good.
  7. FOR THEM, CONTENT LOOKS MORE LIKE GEMS, less like piles.
  8. DON’T GET STUCK WITH A PILE.
  9. ANALYZE. In other words, look at your results, count them, write them down, and keep it up. MEASURE. TRACK.
  10. THERE ARE FOUR KEY AREAS to focus your analytic efforts.
  11. PRODUCTION: /prəˈdəkSHən/ noun: the action of making or manufacturing content assets from raw ideas and materials. •  Number of content assets produced •  Types of content produced •  Content produced by author
  12. ENGAGEMENT /enˈgājmənt/ noun: the action of engaging: reading, downloading, sharing, viewing, +1ing, pinning, tumbling, sending. •  Social shares •  Inbound links •  Repeat visitors
  13. PERFORMANCE: /pərˈfôrməns/ noun: the extent to which a piece of content is profitable, effective, and successful at producing your marketing goals. •  Unique visits •  Page views •  Organic search •  Direct traffic •  Referral traffic
  14. WHEN IT’S APPLICABLE Also look at conversions within each of those categories.
  15. CONVERSIONS: The number of anonymous visitors who become known records in your marketing database.
  16. AND THE FOURTH AND FINAL METRIC… (which we think is the coolest)
  17. CONTENT SCORING.
  18. CONTENT SCORING /kənˈtent skôr/ verb: The new data-driven process for tracking how each piece of content is driving leads and conversions. •  Conversions due to content •  Revenue due to content •  Business impact of content
  19. Best ROI! CONTENTSCORE EFFECTIVENESS IN PRODUCING LEADS
  20. BUT HOW?
  21. YOU START BY WORKING BACKWARDS from your buyer’s journey.
  22. 1/6 1/6 1/6 1/6 1/6 1/6 EACH PIECE OF CONTENT TOUCHED is divided evenly.
  23. CONTENT SCORING THEN ASSIGNS A NUMERICAL VALUE TO EACH PIECE OF CONTENT. You can even assign greater weight to the first or last content touched.
  24. Blog B Whitepaper Blog A Podcast Email eBook .45 .025 .025 .025 .025 .45 Whitepaper Blog A Blog B Podcast Email .45 .033 .033 .033 .45 BECAUSE EVERY BUYER’S JOURNEY DOESN’T LOOK THE SAME. .45 .033 .033 .033 .45 Blog B eBook Blog A Email Webinar *CONTENT SCORES WITH GREATER WEIGHT ASSIGNED TO FIRST AND LAST TOUCH
  25. TOUCH Webinar Blog Podcast Video Email eBook Whitepaper BUYER 1 CONTENT SCORE .45 .025 .025 .025 .025 .45 0 .9 .075 .025 .025 .75 .9 .2 BUYER 2 .45 .05 0 0 .05 .45 .2 FOR EXAMPLE YOUR CONTENT SCORE MAY LOOK LIKE THIS…
  26. SORT YOUR CONTENT SCORE BY •  Content vs. campaign •  Most influential vs. least influential •  Conversions vs. $
  27. THE POWER OF ALL YOUR CONTENT suddenly appears.
  28. CONTENT SCORING SHOWS which pieces of content are effective.
  29. PUTTING IT ALL TOGETHER.
  30. ALL THESE NUMBERS... WHICH DO WE TRACK?
  31. THINK OF YOUR ANALYTICS as a car dashboard.
  32. THERE’S A LOT GOING ON UNDER THE HOOD. But only a few things really matter.
  33. PRODUCTION ENGAGEMENT CADENCE CONTENT SCORE SPEED RPM MILEAGE MPG
  34. A SIMPLE ANALYTICS VEHICLE is possible with a few standard systems:
  35. A CRM SYSTEM MARKETING AUTOMATION SPREADSHEETS GOOGLE ANALYTICS
  36. A MORE POWERFUL ANALYTICS VEHICLE includes a few extra calibrators.
  37. A CRM SYSTEM MARKETING AUTOMATION CONTENT MARKETING SOFTWARE SOCIAL MEDIA MANAGEMENT
  38. WITH THESE SYSTEMS in place and running…
  39. YOU’RE LOOKING AT a whole new kind of pile.
  40. DIVE DEEPER INTO CONTENT SCORING READ ABOUT CONTENT MARKETING SOFTWARE WATCH VIDEO DOWNLOAD THE EBOOK
  41. THANK YOU. You’re all set.

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