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SPARK 2016: Searching for the Content Bigfoot: How to Create a Data-Driven Content Marketing Strategy

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See Dayna Rothman's presentation from Spark 2016, TrackMaven's annual digital marketing summit focused on the intersection of marketing art and science. Learn more at spark.trackmaven.com

Like Bigfoot and the Loch Ness Monster, creating a fully data-driven content marketing strategy and tracking true ROI seems to the stuff of myths. However, with crafty pre-planning, the right tools, and proper insight, you can truly tackle the content marketing mythical beast of ROI.

Join Dayna Rothman, Senior Director of Brand, Content, and Demand Generation at EverString and Author of Lead Generation for Dummies as she discusses how she built EverString's data-driven content program.

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SPARK 2016: Searching for the Content Bigfoot: How to Create a Data-Driven Content Marketing Strategy

  1. 1. ©2015 EverString Searching for the Content Bigfoot: How to Create a Data-Driven Content Marketing Strategy Dayna Rothman, Senior Director of Brand, Content, and Demand Generation at EverString and Author of Lead Generation for Dummies @dayroth
  2. 2. ©2015 EverString • Senior Director of Brand, Content, and Demand at EverString • Author of Lead Generation for Dummies • Author of numbers Lynda.com courses • Ran content @ Marketo for 3+ years • Dog mom to Eggs the mastiff and Omelette the frenchie
  3. 3. 3
  4. 4. For many marketers, data driven content and content ROI is a thing of myths…
  5. 5. But it doesn’t have to be! Data driven and content ROI is right under your nose with proper foundation and planning.
  6. 6. Know What You Want to Measure Source: Marketingprofs
  7. 7. Map Content Measurement to Your Sales Funnel
  8. 8. Social sharing Page traffic Lead generation Non-gated content engagement What EverString Tracks Paid program performance First touch and multi touch attribution Target account engagement
  9. 9. Use data to drive your content topics and message. Plus, use data to determine where you should spend your time.
  10. 10. Get to Know Your Buyers With Predictive Insights
  11. 11. • Segmentation • Personalized/account-based content creation • Nuanced messaging • Targeted nurture tracks What Can You Do with Insights?
  12. 12. Create Segments Based on Content Performance
  13. 13. Benchmark Against Your Competitors
  14. 14. Track Overall Share-of-Voice
  15. 15. Use different tools and measurements to track your content goals.
  16. 16. Track Website Content Performance
  17. 17. • Most trafficked asset— topic relevance • Content engagement • CTA and offer match rate • Website entrances What Do These Metrics Tell You?
  18. 18. Track Social Shares
  19. 19. • Depth of content engagement • How well your audience relates to your content • What social channels are the most effective for certain types of content What Do These Metrics Tell You?
  20. 20. Revenue and Pipeline Attribution (Gated and Non-Gated)
  21. 21. • How content influences every stage in your funnel • What content is best for bringing people in • What content is best for closing deals • How both gated and non- gated assets perform What Do These Metrics Tell You?
  22. 22. Deal-Specific Attribution
  23. 23. Target Account Attribution
  24. 24. • Content performance per company size, industry, geography, etc • Content performance for target accounts • What content is moving the needle in deal cycles What Do These Metrics Tell You?
  25. 25. • Weekly executive report-outs • Monthly marketing meeting report-outs • Content stakeholder quarterly report-outs How Do You Report?
  26. 26. What does this drive? • Content roadmap • Channel optimization • Spend optimization • Program focus • Account-Based Marketing • Marketing attribution and content value Now, to Tie it All Together!
  27. 27. ©2015 EverString Q&A dayna@everstring.com @dayroth

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