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“The Ultimate Guide to Content Marketing Metrics”


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It’s not that content isn’t measurable, it’s that there are so many possible ways to measure it. In this specific, real-world, hype-free, fast-paced session with content strategist Jay Baer, learn the four types of content marketing metrics and how and
when to use them with skill to truly measure your content marketing. You’ll walk out the door with visions of statistical dashboards dancing in your head.

Published in: Business, Technology

“The Ultimate Guide to Content Marketing Metrics”

  1. 1. The Ultimate Guide toContent Marketing Metrics Jay Baer Convince & Convert @jaybaer • #cmworld #cmworld
  2. 2. @jaybaer“We Can’t Measure” Really Means: • We don’t know what to measure • We don’t have access to the data • We don’t know how to tie the data together • We don’t have the time to measure • We don’t know what the data means #cmworld
  3. 3. @jaybaer#cmworld
  4. 4. @jaybaerIf You’re Not Measuring ContentMarketing, It’s Your Fault.But Don’t Panic. #cmworld
  5. 5. @jaybaerAre You a Publisher? #cmworld
  6. 6. @jaybaerYou Are In the Action Business,Not the Eyeballs Business.Plan and Measure Accordingly. #cmworld
  7. 7. @jaybaerStep One: Know Why You’reMaking Content #cmworld
  8. 8. @jaybaer Yee-Haw!!Step One: Know What Actions Finally Got Us You Some of ThatWant and Need CONTENT!!“Making Content” Is Not the Goal #cmworld
  9. 9. @jaybaerAre You Measuring the Right Things? #cmworld
  10. 10. @jaybaer Content Helps Achieve BusinessObjectives, Not Content Objectives Business Objectives Marketing Objectives Marketing Strategy Content Objectives Content Strategy Content Tactics Content Metrics #cmworld
  11. 11. @jaybaerStep Two: Map Content to Buyer’sJourney, and Metrics to Content Type #cmworld
  12. 12. @jaybaerThe Right Content for the Right Person,at the Right Time • What’s the conference about? • When is it? • Where is it? • What’s the agenda? • How much does it cost? • Is there a section on metrics? • Is Jay Baer doing it? • Is Rick Springfield going to be there? #cmworld
  13. 13. @jaybaerThe Right Content for the Right Person,at the Right Time #cmworld
  14. 14. @jaybaerStep Three: Know What’sMathematically Viable #cmworld
  15. 15. @jaybaerWays to Measure Brand Awareness • New visits to Website (proxy) • Increase in positive and neutral social mentions (proxy) • Visits from search (proxy) • Pre and post surveys of target audiences, randomly sampled and variable controlled #cmworld
  16. 16. @jaybaerWays to Measure Direct Sales • E-commerce tracking • Leads that turn into new customers (requires CRM) #cmworld
  17. 17. @jaybaerStep Four: Select the Right Metrics #cmworld
  18. 18. @jaybaer4 Categories of Content Metrics #cmworld
  19. 19. @jaybaerConsumption Metrics Question answered: “How many people viewed, downloaded, listened to this piece of content” Goals addressed: #cmworld
  20. 20. @jaybaerField Guide to Consumption Metrics • Page views • Google Analytics or similar • Video views • YouTube Insights or similar • Document views • Slideshare or Scribd data • Downloads (ungated) • CRM system (Eloqua, Hubspot, Marketo, Infusionsoft) • Google Analytics or similar • Social Chatter •, Radian6, Sysomos, Viral Heat #cmworld
  21. 21. @jaybaerNever Exit the Metrics Train at theConsumption Depot #cmworld
  22. 22. @jaybaerAre You a Publisher? #cmworld
  23. 23. @jaybaerKnowing a Piece of Content Generated3,000 Page Views Should Prompt TheseQuestions: • Do people consuming that content engage in other, more desirable behaviors on the site? • Do they do so at a ratio different from site visitors overall? • Do people consuming that content return to the site? • Do they do so at a ratio different from site visitors overall? #cmworld
  24. 24. @jaybaerTo Boost Consumption,Free Your Content • “Forms are the enemy of spread” – Joe Chernov, Eloqua • “Of all the places your content could reside, your site has the least amount of traffic.” – Me #cmworld
  25. 25. @jaybaerBe a Digital Dandelion #cmworld
  26. 26. @jaybaerSharing Metrics Question answered: “How resonant is this content, and how often is it shared with others?” Goals addressed: #cmworld
  27. 27. @jaybaerField Guide to Sharing Metrics • Likes and Shares and Tweets and +1s and Pins • Sharing tools, or Google Analytics or similar • Forwards • Email provider, or Google Analytics or similar • Inbound links • OpenSiteExplorer, RavenTools, MajesticSEO #cmworld
  28. 28. @jaybaerSharing Metrics are OvervaluedBecause They’re Public #cmworld
  29. 29. @jaybaerTo Boost Sharing, Make Sharing Easy • Easy to use sharing buttons on all content • Configure correctly • Embeddable infographics • Social proof • Content WORTH sharing #cmworld
  30. 30. If Your Mom Won’t Share Your Content, It’s Not Good Enough #cmworld
  31. 31. @jaybaerLead Generation Metrics Question answered: “How often do content consumptions turn into leads?” Goals addressed: #cmworld
  32. 32. @jaybaerField Guide to Lead Gen Metrics • Gated content that produces leads itself • CRM system (Eloqua, Hubspot, Marketo, Infusionsoft) • Tracking URLs • Email subscriptions and similar • Email provider, or CRM system • Blog subscriptions and similar • Feedblitz, or CRM system • Blog comments • Comments platform (Disqus, Livefyre) or blog system • Conversion rate (consumption to lead) #cmworld
  33. 33. @jaybaerIndirect Lead Generation • Not all content is lead producing directly • But, all content can contribute to lead generation behavior • Set up goals in Google Analytics or similar • For key behaviors that are not revenue-producing per se (email signup) assign a dollar value • Set custom reports to show goals for each content piece • Also look at new Page Value data #cmworld
  34. 34. @jaybaerTying Social to Content • Some Social Platforms (Argyle Social, Expion, Hubspot) can tie social media posts to content landing pages, and track through to lead generation value. • Systems that can do this MUST have their own URL shortener. #cmworld
  35. 35. @jaybaerContent is Fire. Social Media is Gasoline. #cmworld
  36. 36. @jaybaerSales Metrics Question answered: “Did we actually make any money on this content?” Goals addressed: #cmworld
  37. 37. @jaybaerField Guide to Sales Metrics • Online sales • E-commerce system • Offline sales • CRM system • Unique, trackable URLs via CRM, social media system and/or Google Analytics or similar • Manual reporting and anecdotes #cmworld
  38. 38. @jaybaerIf You’re Going to Track Leads and SalesYou Have to Do Something Trackable #cmworld
  39. 39. @jaybaerDon’t Forget Customer Retention #cmworld
  40. 40. @jaybaerYour Most Important Content Audience are Your Current Customers #cmworld
  41. 41. @jaybaerContent ROI is Calculated at theComponent Level FirstInvestment 40 hours/month to produce blog X hourly rate per each blog participant ($40) X overhead factor (50%) + amortized design fees ($1k/month) + monthly hosting fees ($100/month) + miscellaneous ($100/month) = true monthly blogging costs $3,600 #cmworld
  42. 42. @jaybaerContent ROI is Calculated at theComponent Level FirstReturn 25 leads per month X lead conversion rate (20%) X average lifetime customer value ($3,000) X average profit margin (30%) = true monthly blogging return $4,500 #cmworld
  43. 43. @jaybaerROI = Return Minus Investment,Divided by Investment $4,500 - $3,600 = 900 Divided by 3,600 = .25 ROI is 25% #cmworld
  44. 44. @jaybaerSometimes You Can’t Close the Loop #cmworld
  45. 45. @jaybaerCorrelation Approach • Track EVERYTHING • Over a long period of time • Note whenever ANYTHING changes • PR coverage, website change, new radio campaign • Also track multiple revenue data points • Total leads • Average purchase • Churn • Total revenue • Look for patterns that indicate content is working #cmworld
  46. 46. @jaybaerYour Job is to Prove Something Wrong, not Prove Something Right #cmworld
  47. 47. @jaybaerThe Goal Isn’t to be Good at Content.The Goal is to be Good at Business, Because of Content. #cmworld
  48. 48. Jay BaerConvince & Today’s Slides: #cmworld