Demystifying Content Marketing Metrics


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Measuring content marketing seems to elude most marketers. We know, its tough! But, here at Compendium we've helped hundreds of companies create strategies and processes to measure their content marketing programs and we'd love to share that knowledge with you.

Lee Jorgenson, Senior Account Manager at Compendium, walked through the four steps process to measuring your content effectively. They are:

-Create Goals Upper Management will Appreciate
-Implement and Integrate Tracking Systems
-Identify Valuable Actions for Visitors
-Examples of: Consumption Goals, Sharing Goals, Lead Generation Goals, Sales Goals and Retention Goals

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Demystifying Content Marketing Metrics

  1. 1. How Can I Measure Content Marketing? Most companies measure pieces of their content, but aren’t measuring the full impact. Many companies are also setting the wrong goals and monitoring the wrong metrics based on their objectives.
  2. 2. How can I establish a measurement system that works? 1. Create Goals Your Upper Management will Appreciate 2. Map Out Your Sales & Marketing Funnel and Write Content for Each Stage 3. Implement and Integrate Tracking Systems 4. Identify Valuable Actions for all Visitor Segments and GoalsDEMISTIFYING CONTENT MARKETING METRICS 3
  3. 3. Create goals your upper management will appreciate• Your goals need to be specific and actionable – not objectives.• Vague goals (objectives) lead to frustration and dissatisfaction with performance: *Example: “I want to Humanize my brand” = Good Objective, Bad Goal “Good news! We humanized our brand from 15 to 18!” #FAIL
  4. 4. OBJECTIVES vs. METRICS vs. GOALSAn objective is a broad statement or ambition thatyou aim to accomplish.•Example: “We want to better position ourselves as thought-leaders amongstour current clients.”DEMISTIFYING CONTENT MARKETING METRICS 5
  5. 5. OBJECTIVES vs. METRICS vs. GOALSA metric is a specific, quantifiable action or outcome.•Example: Downloads, page views, and views are consumption metrics.DEMISTIFYING CONTENT MARKETING METRICS 6
  6. 6. 4 Buckets of Metrics 1. CONSUMPTION METRICS Downloads, views, page views, etc. 2. SHARING METRICS Likes, Tweets, LinkedIn Shares, etc. 3. LEAD GENERATION METRICS Emails, names, etc. collected, lead score, etc. 4. SALES METRICS Initial and projected lifetime revenue, sales cycle length and stage advancementAdapted from Jay Baer’s guidelines for content marketing metrics.DEMISTIFYING CONTENT MARKETING METRICS 7
  7. 7. OBJECTIVES vs. METRICS vs. GOALSA goal is produced by combining an objective withmetrics. They are specific and actionable and can beeasily measured for success/failure.•Example “Our goal is to increase the number of CMOs subscribed to ourmonthly newsletter by 100 in the next 60 days.”DEMISTIFYING CONTENT MARKETING METRICS 8
  8. 8. Objectives are quantified by metricsand used to create goals. + = OBJECTIVE METRICS GOALDEMISTIFYING CONTENT MARKETING METRICS 9
  10. 10. 4 Groups of Goals Branding/Awareness Goals Marketing Conversion Goals Sales Velocity and Conversion Goals Retention GoalsDEMISTIFYING CONTENT MARKETING METRICS 11
  11. 11. Branding/Awareness Goals Easiest, Fluffiest, and most basic form of content measurement •Increase the number of non- branded organic search visits from X to Y •Increase twitter followers by X% in the next 100 daysDEMISTIFYING CONTENT MARKETING METRICS 12
  12. 12. Marketing Conversion Goals Measuring the amount of new leads into your lead/prospect database and movement to the point of sales ready •Drive X number of new leads from our upcoming webinar •Increase Inbound leads by X% next quarterDEMISTIFYING CONTENT MARKETING METRICS 13
  13. 13. Sales Velocity & Conversion Goals Measuring how content can impact the overall sales win rate and/or velocity of sales opps •Reduce the number of manual touchpoints by a sales rep from X to Y •Decrease the number of days for an opportunity to go from created to closed won from X to YDEMISTIFYING CONTENT MARKETING METRICS 14
  14. 14. Retention Goals Measuring the effect of content post sale can help understand its impact on renewals/repeat customers •Increase our renewal percentage by X% •Grow the number of customers who have repeat purchases by X%DEMISTIFYING CONTENT MARKETING METRICS 15
  15. 15. Adding Start & End DatesAlways important (if possible) to add start and end dates to your goalsHelps to remove vagueness and clearly define a success or failureDEMISTIFYING CONTENT MARKETING METRICS 16
  16. 16. Example: Jorgenson Corp.Branding/Awareness – Increase the number of social shares we have thisquarter by 15% compared to last quarter.Mktg Conversion– Increase the number of inbound leads by 10% nextquarter from leads generated through webinars and a new ebookSales Velocity/Conversion – Reduce sales time for closed new businessnext quarter by one week due to sales nurturing programs.Retention - Generate 5 Upsells to our customer base in the next quarterfrom our client newsletter.DEMISTIFYING CONTENT MARKETING METRICS 17
  17. 17. Map Out Your Sales & Marketing Funnel and Write Content for Each Stage Chance of success reduces significantly if you don’t have content for each stage of the buying process. Similar to a content mapping exercise with personas.DEMISTIFYING CONTENT MARKETING METRICS 18
  18. 18. Fundamental Funnel Blocks ed e st Aw Int er e are ar aw Un CustomerDEMISTIFYING CONTENT MARKETING METRICS 19
  19. 19. Fundamental Funnel Blocks Unaware Prospects you have not had a chance to identifyDEMISTIFYING CONTENT MARKETING METRICS 20
  20. 20. Fundamental Funnel Blocks Aware People that are known to your company but are not yet customer or even legitimate sales prospectDEMISTIFYING CONTENT MARKETING METRICS 21
  21. 21. Fundamental Funnel Blocks Interested Qualified sales prospect (talking to a sales representative or digital shopping cart)DEMISTIFYING CONTENT MARKETING METRICS 22
  22. 22. Fundamental Funnel Blocks Customer People that have fallen through the end of the funnelDEMISTIFYING CONTENT MARKETING METRICS 23
  23. 23. Example: Jorgenson Corp.Before Marketing: Blog outfitted with calls-to-action that get them to giveus information (newsletter sign up, resources, etc.)Marketing Subscribed Lead: emails that explain resources available tothem, including calls-to-action to learn moreCustomer: though provoking content via newsletter including calls-toaction about upsell opportunityDEMISTIFYING CONTENT MARKETING METRICS 24
  24. 24. Implement and Integrate Tracking Systems Doing the first two steps is critical to complete before moving on to this step Otherwise you’ll have systems that don’t make sense for you needsDEMISTIFYING CONTENT MARKETING METRICS 25
  25. 25. Implement and Integrate Tracking Systems Take account to the marketing systems you are already using, then determine whether or not you will need additional systems to achieve your goals (if you have budget)DEMISTIFYING CONTENT MARKETING METRICS 26
  26. 26. 3 Types of Tools Web Analytics ToolDEMISTIFYING CONTENT MARKETING METRICS 27
  27. 27. 3 Types of Tools Email / Marketing Automation ToolsDEMISTIFYING CONTENT MARKETING METRICS 28
  28. 28. 3 Types of Tools Customer RelationshipManagement (CRM) Tools DEMISTIFYING CONTENT MARKETING METRICS 29
  29. 29. Example: Jorgenson Corp.Will need a tool to measure social sharesWill also need some kind of database solution (crm or automation system)that can track leads (and sources) as well as sales opportunities.DEMISTIFYING CONTENT MARKETING METRICS 30
  30. 30. Identify Valuable Actions for all Visitor Segments and Goals This should be easy to do because your goals will naturally lead you to the actions you want to measureDEMISTIFYING CONTENT MARKETING METRICS 31
  31. 31. Example: Jorgenson Corp. Valuable actions include •Social Shares •New leads created via inbound sources •Age of won new business opportunities •Upsells with their sourceDEMISTIFYING CONTENT MARKETING METRICS 32
  33. 33. Having these goals and systems in place to measure their success will allow you to make quick and, more importantly, intelligent improvements to your content marketing strategy.DEMISTIFYING CONTENT MARKETING METRICS 34
  34. 34. To learn more about Compendium, visit www.compendium.comDEMISTIFYING CONTENT MARKETING METRICS 35