Measuring the Success of Content Marketing


Published on

Research from Econsultancy shows that 55% of consumer and 60% of B2B brands are planning to increase their content marketing spend in the next twelve months. But how can you be sure you're going to see a return on that investment?

If you missed Quill founder and CEO, Ed Bussey presenting at the Digital Marketing Show then get the slides here. Ed discussed how content can be used to reach, acquire and retain customers. His presentation also defined the importance of measuring and benchmarking content in the same way as any other marketing activity and highlighted some key metrics that make this possible.

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Why is it important to measure?Content is increasingly becoming part of the marketing landscape. As with any marketing activity, adjustments to spending and new directions require justification and measurement, particularly when you are potentially replacing a tried and tested method such as paid media/advertising.
  • Measuring the Success of Content Marketing

    1. 1. We write in your language Measuring the success of content marketing; the data that matters Ed Bussey, Founder & CEO November 2013
    2. 2. Welcome to the future of online marketing “55% of consumer and 60% of B2B marketers plan to increase their content marketing spend in the next 12 months” Content Marketing Institute 2 “Brands are investing in content rather than advertising” Ashley Friedlein, CEO Econsultancy Digital Marketing & Ecommerce Trends in 2013
    3. 3. What is content marketing? 3
    4. 4. Why is content marketing important? Increases site conversion rates by encouraging consumer purchasing decisions amid growing product choice & competition Enhances brand awareness & loyalty, by helping establish clearer brand differentiation and authority Builds social media audiences by creating the basis for dialogue between brands and consumers Boosts Google rankings & traffic, since Google’s Panda updates now requires fresh, unique content Increases user engagement, more time on site and higher click through and conversion rates Enables companies to reach wider audiences via new markets, languages, platforms, media and devices …and more cost-effectively than paid advertising 4
    5. 5. Reach 5
    6. 6. Acquisition 6
    7. 7. Retention 7
    8. 8. Measuring Reach * Fully loaded cost of content: writers, editors, production & distribution 8
    9. 9. Measuring Acquisition 9
    10. 10. Measuring Retention 10
    11. 11. Which is why we launched… 11
    12. 12. To meet the demand for consistently high quality, multi-language, bespoke digital content at scale 12
    13. 13. Quality brands in multiple sectors count on us to write in their language 13
    14. 14. “Thank you” Ed Bussey CEO & Founder +44 (0) 203 290 6150 3rd Floor, 52 Jermyn Street, London, SW1Y 6LX, UK One of the UK’s 250 fastest growing companies Accelerate 250 14 One of six digital “agencies to watch” 2013 Econsultancy