1.
Giuseppe Caltabiano, Content Marketing Speaker & Author, Head of Content Marketing Advisory Services
Back to basics: How content marketing is driving
measurable business success
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2.
The speaker
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3.
Two sections of this presentation
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Data Science and the
rise of the Data
Scientist
How to calculate
content/digital marketing
performances

4.
Inside views (= practical recommendations)
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5.
1 Data Science and the rise of
the Data Scientist
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6.
The data deadlock
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7.
The sexiest job (HBR, 2012)
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8.
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“Being a data scientist is not only about
data crunching. It’s about understanding
the business challenge, creating some
valuable actionable insights to the data,
and communicating their findings to the
business.”
Jean-Paul Isson, Monster Worldwide, Inc.

9.
“Data Skill Gap”: 1780 articles in 2016 alone
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10.
The skill gap is increasing in 2017
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11.
Monstrous problem or mythical beast?
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13%
23%
31%
65%
72%
SEO
Design
Web Dev
Social Media
Data Science
The most desired skills in mktg

12.
Marketers are intimidated…
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13.
Two implications
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Any professional in the
internet world from SEO
to content marketer can
give themselves an edge
by strengthening their
data capabilities.
For brands and agencies:
the ability to manage
successful programs will
require strong data
analysis human and
technological capabilities.

14.
“I mean a marketer who doesn’t leave
executional knowledge to others – but is
wired to seek continually to acquire it. I
mean a marketer who doesn’t stick to one
specialism but seeks to acquire a working
knowledge of any that might be relevant.”
The rise of the Hybrid Marketer
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15.
2 Calculating Content Marketing
Performances
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16.
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It is $0 unless…
it builds an AUDIENCE
What is the value of Content?

17.
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It is $0 unless…
it builds an AUDIENCE
What is the value of Content?

18.
@ g i u s e c • # C M W o r l d
Hubspot acquired Agency Post
It is $0 unless…
it builds an AUDIENCE
What is the value of Content?

19.
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Arrow Electronics acquires United Technical
Publishing – 16 magazines, 1m subscribers
It is $0 unless…
it builds an AUDIENCE
What is the value of Content?

20.
TEAM – one way to measure content performance
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Measuring and
optimizing for highest-
quality traffic
Attracting more of the
right traffic
Driving the desired
behaviors
Correlating against
real business
outcomes
TRAFFIC ENGAGEMENT ACTION MONETIZATION

21.
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22.
Examples of User Journey
.com page
Google Search Content Hub
Social Media
Content Hub
.com page
.com page
Content Hub

23.
Traffic Common KPIs
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Attracting more of the
right traffic
TRAFFIC
Page Views
Audience
Demographics
Page views by
channel
New visitors
Traffic share by
desktop/mobile
Traffic share by
geographies
Unbranded organic
search traffic
Social followers
Organic search share
of voice
Google Analytics
Paid campaign
parameters

24.
Examples: tracking page views
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Big Rock launch
Big Rock launch
Content promotion
NewsLetter + Paid Search
pilot
Content promotion
Content promotion

25.
Measuring how content impact business
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26.
Engagement common KPIs
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Measuring and
optimizing for highest-
quality traffic
ENGAGEMENT
Returning visitors
Increase time on
page
Lower bounce rate
Increase time on
product pages
Social likes/
engagement
Multiple stories per
session
Google Analytics
Third-party tools

27.
Action-focused common KPIs
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Driving the desired
behaviors
ACTION
Newsletter opt-ins
Blog signups
Outbound clicks to
.com on content
pages
Clicks on contact us
Big Rock downloads
Chart check outs
… and many others…
Google Analytics
Marketing Automation
tools (Marketo, Eloqua,
Pardot, etc.)

28.
Example: action-focused KPIs
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29.
Monetization KPIs
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Correlating against
real business
outcomes
MONETIZATION
MQL
SQL
Meetings
Marketing influenced
opportunities
Marketing influenced
revenue
% Repeat purchases
Marketing Automation
tools
CRM tools

30.
Example: monetization KPIs
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31.
Example: monetisation KPIs
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32.
Buyer Journey and Content Mapping
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33.
Traffic Common KPIs
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Page Views
Audience
Demographics
Page views by
channel
New visitors
Traffic share by
desktop/mobile
Traffic share by
geographies
Unbranded organic
search traffic
Social followers
Organic search share
of voice
Returning visitors
Increase time on
page
Lower bounce rate
Increase time on
product pages
Social likes/
engagement
Multiple stories per
session
Newsletter opt-ins
Blog signups
Outbound clicks to
.com on content
pages
Clicks on contact us
Big Rock downloads
Chart check outs
MQL
SQL
Meetings
Marketing influenced
opportunities
Marketing influenced
revenue
% Repeat purchases
AWARENESS
EVALUATION
PURCHASE
RETENTION

34.
KPIs by Stage of the Buyer Journey
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Page Views
Audience
Demographics
Page views by
channel
New visitors
Traffic share by
desktop/mobile
Traffic share by
geographies
Unbranded organic
search traffic
Social followers
Organic search share
of voice
Returning visitors
Increase time on
page
Lower bounce rate
Increase time on
product pages
Social likes/
engagement
Multiple stories per
session
Newsletter opt-ins
Blog signups
Clicks on contact us
Big Rock downloads
Chart check outs
MQL
SQL
Marketing influenced
opportunities
Marketing influenced
revenue
% Repeat purchases
AWARENESS EVALUATION PURCHASE RETENTION
Increase time on
page
Lower bounce rate

35.
KPIs by Stage of the Buyer Journey (B2B)
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Page Views
New visitors
Unbranded organic
search traffic
Returning visitors
Lower bounce rate
Social likes/
engagement
Newsletter opt-ins
MQL
Marketing influenced
opportunities
AWARENESS EVALUATION PURCHASE RETENTION

36.
KPIs by Stage of the Buyer Journey (B2C)
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Page Views
New visitors
Unbranded organic
search traffic
Returning visitors
Lower bounce rate
Social likes/
engagement
Newsletter opt-ins
Chart check outs
% Repeat purchases
AWARENESS EVALUATION PURCHASE RETENTION
Increase time on
product pages

37.
What’s the ROI of your mother?
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38.
• The data skills gap
• The rise of the data scientist / hybrid marketer
• Content Marketing works and its performances
can be calculated…
• …most of the times
Conclusions
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39.
References :: contentacrossborders.com
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