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Measuring the Impact of Content Marketing

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According to CMI, 49% of B2B and 51% of B2C marketers are challenged by measuring the ROI of their content marketing. Learn what it takes to understand the challenges associated with content measurement and how to begin apply metrics to your content marketing efforts moving forward. This presentation was given as a guest lecture at the Fashion Institute of Technology in New York City in June 2015.

Published in: Marketing
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Measuring the Impact of Content Marketing

  1. 1. IMPACT MEASURING THE OF CONTENT MARKETING Guest Lecture: FIT
  2. 2. I'm a Content Marketing Consultant and CEO of Honigman Media. HI!I’m Brian Honigman
  3. 3. 77% YES 23% NO PERCENTAGE OF B2C RESPONDENTS USING CONTENT MARKETING According to the Content Marketing Institute
  4. 4. 51%49% of B2B Marketers ARE CHALLENGED BY MEASURING THE ROI OF THEIR CONTENT MARKETING According to the Content Marketing Institute of B2C Marketers&
  5. 5. 60% STILL USE WEB TRAFFIC TO MEASURE THEIR SUCCESS WITH CONTENT MARKETING According to the Content Marketing Institute of B2B Marketers
  6. 6. KEY CHALLENGES to Effective Measurement
  7. 7. CHALLENGE #1 the complexity of the content marketing ecosystem
  8. 8. CHALLENGE #2 lack of experience and understanding with content marketing
  9. 9. CHALLENGE #3 the way audiences consume content across devices
  10. 10. DETERMININGTHE ROI OF CONTENT MARKETING
  11. 11. “You must first set marketing goals for your content that are aligned with your business objectives, understand your target audience including what types of content they like and where they look for content, and develop appropriate content marketing metrics. –Heidi Cohen Chief Content Officer of Actionable Marketing Guide
  12. 12. UNDERSTAND YOUR OBJECTIVES BUSINESS GOAL CUSTOMER EXPERIENCE INNOVATION BRAND HEALTH MARKETING OPTIMIZATION REVENUE GENERATION OPERATIONAL EFFICIENCY Source: Altimeter Group
  13. 13. •Where your organization fits into the industry •What your pain points are •What you are already doing •What gaps exist in your current strategy •Where you need help STRATEGY DISCOVERY PROCESS TO MAP OUT:
  14. 14. with internal and external stakeholders what you’re looking to accomplish and how content can be leveraged. PLAN AND DISCUSS:
  15. 15. the objectives that align with your audience, offerings and budget. IDENTIFY AND SELECT:
  16. 16. • Customer Retention/Loyalty • Engagement • Brand Awareness • Sales • Customer Evangelism • Lead Generation • Lead Nurturing • Upsell / Cross Sell TYPES OF GOALS
  17. 17. PAIR METRICS WITH THESE GOALS + + + CONVERSION REACH ENGAGEMENT •Email Sign-Ups •Downloads •Requests for Information, •Sales •Pageviews •Video Views •Impressions •Unique Users •Open Rates •Comments, •Shares •Time on Site •Click-to-Open Rate
  18. 18. “You’ve got to wean yourself off vanity metrics. –Joe Chernov VP of Content at HubSpot VANITY METRICS vs. ACTIONABLE METRICS
  19. 19. Scale slowly with content measurement to avoid too many data points overwhelming your approach. CHOOSE 2-3 GOALS TO MEASURE SUCCESS
  20. 20. Set up a reporting system to monitor your results with content marketing.
  21. 21. McDonald’s CASE STUDY #1
  22. 22. “YOUR QUESTIONS” CAMPAIGN http://yourquestions.mcdonalds.ca/
  23. 23. + + + GOAL #1 IMPACTING SENTIMENT GOAL #2 INCREASED REVENUE GOAL #3 PROVIDE CUSTOMER SERVICE Metrics: Sales Generated, Cost Savings Metrics: Satisfaction Ratings, Frequently Used Words, Percentage of Voice in Industry Metrics: Volume of Feedback, Brand Recognition, Speed of Response MEASURING McDONALD’S CONTENT MARKETING
  24. 24. CASE STUDY #2
  25. 25. + + + GOAL #1 CUSTOMER ENGAGEMENT GOAL #2 INCREASED REVENUE GOAL #3 AUDIENCE DEVELOPMENT Metrics: Sales Generated, Cost Savings Metrics: Comments, Shares, Time on Site, Reviews, Content Created Metrics: Social Following, Email Subscribers, Leads Generated, Unique Pageviews MEASURING GOPRO’S CONTENT MARKETING
  26. 26. CASE STUDY #3
  27. 27. + + + GOAL #1 CUSTOMER ENGAGEMENT GOAL #2 INCREASED REVENUE GOAL #3 ESTABLISH THOUGHT LEADERSHIP Metrics: Sales Generated, Cost Savings Metrics: Comments, Shares, Time on Site, In-Store Visits, Customer Referrals Metrics: Share of Voice, Brand Recognition, Customer Loyalty, Press Mentions MEASURING WHOLE FOOD’S CONTENT MARKETING
  28. 28. Follow Subscribe Connect THANKS FOR READING! KEEP IN TOUCH!

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