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The Ultimate Guide to
Content Marketing Metrics




                      Jay Baer
              Convince & Convert
              @jaybaer • #cmworld
                           #cmworld
@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
@jaybaer




#cmworld
@jaybaer


If You’re Not Measuring Content
Marketing, It’s Your Fault.



But Don’t Panic.




                                  #cmworld
@jaybaer




Are You a Publisher?




                       #cmworld
@jaybaer


You Are In the Action Business,
Not the Eyeballs Business.




Plan and Measure Accordingly.

                                  #cmworld
@jaybaer



Step One: Know Why You’re
Making Content




                            #cmworld
@jaybaer
                                 Yee-Haw!!

Step One: Know What Actions Finally Got Us
                            You
                            Some of That
Want and Need               CONTENT!!




“Making Content” Is Not the Goal




                                             #cmworld
@jaybaer


Are You Measuring the Right Things?




                                 #cmworld
@jaybaer


 Content Helps Achieve Business
Objectives, Not Content Objectives
             Business Objectives


             Marketing Objectives


              Marketing Strategy


              Content Objectives


               Content Strategy

                   Content
                    Tactics

                   Content
                   Metrics
                                    #cmworld
@jaybaer



Step Two: Map Content to Buyer’s
Journey, and Metrics to Content Type




                                  #cmworld
@jaybaer


The 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
@jaybaer


The Right Content for the Right Person,
at the Right Time




                    http://ar.gy/1bHO

                                        #cmworld
@jaybaer



Step Three: Know What’s
Mathematically Viable




                          #cmworld
@jaybaer


Ways 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
@jaybaer


Ways to Measure Direct Sales
  • E-commerce tracking
  • Leads that turn into new customers (requires
    CRM)




                                               #cmworld
@jaybaer



Step Four: Select the Right Metrics




                                      #cmworld
@jaybaer



4 Categories of Content Metrics




                                  #cmworld
@jaybaer


Consumption Metrics
 Question answered: “How many people
 viewed, downloaded, listened to this piece
 of content”

 Goals addressed:




                                              #cmworld
@jaybaer


Field 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
           •   Mention.net, Radian6, Sysomos, Viral Heat
                                                           #cmworld
@jaybaer
Never Exit the Metrics Train at the
Consumption Depot




                                      #cmworld
@jaybaer




Are You a Publisher?




                       #cmworld
@jaybaer


Knowing a Piece of Content Generated
3,000 Page Views Should Prompt These
Questions:
 • 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
@jaybaer


To 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
@jaybaer


Be a Digital Dandelion




                         #cmworld
@jaybaer


Sharing Metrics
  Question answered: “How resonant is this
  content, and how often is it shared with
  others?”

  Goals addressed:




                                             #cmworld
@jaybaer


Field 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
@jaybaer


Sharing Metrics are Overvalued
Because They’re Public




                                 #cmworld
@jaybaer


To Boost Sharing, Make Sharing Easy
 • Easy to use sharing buttons on all content
   •   Configure correctly
 • Embeddable infographics
 • Social proof
 • Content WORTH sharing




                                                #cmworld
If Your Mom Won’t Share Your Content,
         It’s Not Good Enough

                                  #cmworld
@jaybaer


Lead Generation Metrics
  Question answered: “How often do
  content consumptions turn into leads?”

  Goals addressed:




                                           #cmworld
@jaybaer


Field 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
@jaybaer


Indirect 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
@jaybaer


Tying 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
@jaybaer


Content is Fire. Social Media is Gasoline.




                                       #cmworld
@jaybaer


Sales Metrics
  Question answered: “Did we actually
  make any money on this content?”

  Goals addressed:




                                        #cmworld
@jaybaer


Field 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
@jaybaer


If You’re Going to Track Leads and Sales
You Have to Do Something Trackable




                                    #cmworld
@jaybaer


Don’t Forget Customer Retention




                                  #cmworld
@jaybaer




Your Most Important Content Audience
     are Your Current Customers




                                 #cmworld
@jaybaer


Content ROI is Calculated at the
Component Level First
Investment
   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
@jaybaer


Content ROI is Calculated at the
Component Level First
Return
   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
@jaybaer


ROI = Return Minus Investment,
Divided by Investment

  $4,500 - $3,600 = 900

  Divided by 3,600 = .25

  ROI is 25%




                                 #cmworld
@jaybaer


Sometimes You Can’t Close the Loop




                                 #cmworld
@jaybaer


Correlation 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
@jaybaer




Your Job is to Prove Something Wrong,
      not Prove Something Right




                                 #cmworld
@jaybaer




The Goal Isn’t to be Good at Content.




The Goal is to be Good at Business,
       Because of Content.



                                  #cmworld
Jay Baer
Convince & Convert
www.ConvinceAndConvert.com



    Today’s Slides:
    Jaybaer.com/CMWorld

                      #cmworld

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“The Ultimate Guide to Content Marketing Metrics”

  • 1. The Ultimate Guide to Content Marketing Metrics Jay Baer Convince & Convert @jaybaer • #cmworld #cmworld
  • 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
  • 4. @jaybaer If You’re Not Measuring Content Marketing, It’s Your Fault. But Don’t Panic. #cmworld
  • 5. @jaybaer Are You a Publisher? #cmworld
  • 6. @jaybaer You Are In the Action Business, Not the Eyeballs Business. Plan and Measure Accordingly. #cmworld
  • 7. @jaybaer Step One: Know Why You’re Making Content #cmworld
  • 8. @jaybaer Yee-Haw!! Step One: Know What Actions Finally Got Us You Some of That Want and Need CONTENT!! “Making Content” Is Not the Goal #cmworld
  • 9. @jaybaer Are You Measuring the Right Things? #cmworld
  • 10. @jaybaer Content Helps Achieve Business Objectives, Not Content Objectives Business Objectives Marketing Objectives Marketing Strategy Content Objectives Content Strategy Content Tactics Content Metrics #cmworld
  • 11. @jaybaer Step Two: Map Content to Buyer’s Journey, and Metrics to Content Type #cmworld
  • 12. @jaybaer The 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. @jaybaer The Right Content for the Right Person, at the Right Time http://ar.gy/1bHO #cmworld
  • 14. @jaybaer Step Three: Know What’s Mathematically Viable #cmworld
  • 15. @jaybaer Ways 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. @jaybaer Ways to Measure Direct Sales • E-commerce tracking • Leads that turn into new customers (requires CRM) #cmworld
  • 17. @jaybaer Step Four: Select the Right Metrics #cmworld
  • 18. @jaybaer 4 Categories of Content Metrics #cmworld
  • 19. @jaybaer Consumption Metrics Question answered: “How many people viewed, downloaded, listened to this piece of content” Goals addressed: #cmworld
  • 20. @jaybaer Field 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 • Mention.net, Radian6, Sysomos, Viral Heat #cmworld
  • 21. @jaybaer Never Exit the Metrics Train at the Consumption Depot #cmworld
  • 22. @jaybaer Are You a Publisher? #cmworld
  • 23. @jaybaer Knowing a Piece of Content Generated 3,000 Page Views Should Prompt These Questions: • 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. @jaybaer To 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. @jaybaer Be a Digital Dandelion #cmworld
  • 26. @jaybaer Sharing Metrics Question answered: “How resonant is this content, and how often is it shared with others?” Goals addressed: #cmworld
  • 27. @jaybaer Field 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. @jaybaer Sharing Metrics are Overvalued Because They’re Public #cmworld
  • 29. @jaybaer To Boost Sharing, Make Sharing Easy • Easy to use sharing buttons on all content • Configure correctly • Embeddable infographics • Social proof • Content WORTH sharing #cmworld
  • 30. If Your Mom Won’t Share Your Content, It’s Not Good Enough #cmworld
  • 31. @jaybaer Lead Generation Metrics Question answered: “How often do content consumptions turn into leads?” Goals addressed: #cmworld
  • 32. @jaybaer Field 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. @jaybaer Indirect 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. @jaybaer Tying 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. @jaybaer Content is Fire. Social Media is Gasoline. #cmworld
  • 36. @jaybaer Sales Metrics Question answered: “Did we actually make any money on this content?” Goals addressed: #cmworld
  • 37. @jaybaer Field 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. @jaybaer If You’re Going to Track Leads and Sales You Have to Do Something Trackable #cmworld
  • 39. @jaybaer Don’t Forget Customer Retention #cmworld
  • 40. @jaybaer Your Most Important Content Audience are Your Current Customers #cmworld
  • 41. @jaybaer Content ROI is Calculated at the Component Level First Investment 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. @jaybaer Content ROI is Calculated at the Component Level First Return 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. @jaybaer ROI = Return Minus Investment, Divided by Investment $4,500 - $3,600 = 900 Divided by 3,600 = .25 ROI is 25% #cmworld
  • 44. @jaybaer Sometimes You Can’t Close the Loop #cmworld
  • 45. @jaybaer Correlation 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. @jaybaer Your Job is to Prove Something Wrong, not Prove Something Right #cmworld
  • 47. @jaybaer The Goal Isn’t to be Good at Content. The Goal is to be Good at Business, Because of Content. #cmworld
  • 48. Jay Baer Convince & Convert www.ConvinceAndConvert.com Today’s Slides: Jaybaer.com/CMWorld #cmworld