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.
“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.
Chief Content Ofﬁcer of Actionable Marketing Guide
UNDERSTAND YOUR OBJECTIVES
INNOVATION BRAND HEALTH
Source: Altimeter Group
•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
PROCESS TO MAP OUT:
with internal and external stakeholders
what you’re looking to accomplish and
how content can be leveraged.
PLAN AND DISCUSS:
the objectives that align with your
audience, offerings and budget.
IDENTIFY AND SELECT:
• Customer Retention/Loyalty
• Brand Awareness
• Customer Evangelism
• Lead Generation
• Lead Nurturing
• Upsell / Cross Sell
TYPES OF GOALS
PAIR METRICS WITH
+ + +
CONVERSION REACH ENGAGEMENT
•Time on Site
“You’ve got to wean yourself off
VP of Content at HubSpot
VANITY METRICS vs. ACTIONABLE METRICS
Scale slowly with content
measurement to avoid too many data
points overwhelming your approach.
CHOOSE 2-3 GOALS TO
Set up a reporting system to
monitor your results
with content marketing.