This document discusses quantitative and qualitative measurement for content marketing. It emphasizes designing content for conversions, such as email signups, webinar registrations, and product purchases. Quantitative metrics include conversion rates. The document recommends testing content like button colors and call to actions. Qualitative measurement involves understanding the audience through surveys about user experience, product fit, and cancellations. Qualitative best practices include keeping surveys short and asking actionable questions. The overall message is that both numbers and user feedback are needed to optimize content marketing.

1. Killer Marketing Bonus
Quantitative and Qualitative Measurement
Hiten Shah, @hnshah
MicroConf 2013, Las Vegas

2. Get conversions
with your
content...

3. Design for conversions

4. Design for conversions

5. Design for conversions

6. Design for conversions

7. Design for conversions

8. Design for conversions

9. Design for conversions

10. Design for conversions

11. Design for conversions

12. Design for conversions

13. Design for conversions

14. Design for conversions

15. Conversions from content
Opt-in content (reports, ebooks, guides)
Email sign ups
Webinar opt-ins
Sign up for product or service

16. Quantitative measurement
EMAIL SIGN UP CONVERSION RATE

17. Quantitative measurement
SHARING CONVERSION RATE

18. Quantitative measurement
WHICH BLOG POSTS CAUSE REPEAT READERS?

19. Optimize and improve results
TESTINGBUTTONCOLORSIS
Lazy

20. Optimize and improve results
“What works for us may not work for you. Please do your own testing.
Your conversion rates may suffer if you copy us.”

21. Optimize and improve results

22. Optimize and improve results
TEST YOUR CALL TO ACTIONS

23. Optimize and improve results
LEARN WHICH VARIATION LEADS TO MORE REPEAT READERS

24. Optimize and improve results
TIME FROM FIRST BLOG VISIT TO SIGN UP

25. Optimize and improve results
BLOG VISITORS HAVE A LOT HIGHER CONVERSION RATE
68%HIGHER
SIGNUP CONVERSION RATE

26. KISSmetrics blog ROI!
$7.35
COST PER SIGN UP

27. How to calculate ROI
Baseline your conversions1
Tag every channel and link that you can2
Tie your interactions to conversions3
Measure your direct visitors4
Include content and team costs5

28. Learn about the
people and their
problems...

29. What is User Experience?Qualitative measurement

30. Qualitative measurement
WHO IS YOUR AUDIENCE?

31. Qualitative measurement
WHAT DO YOUR READERS WANT TO READ?

32. Qualitative measurement
DID READERS GET VALUE FROM YOUR CONTENT?

33. Qualitative measurement
HOW CAN YOU IMPROVE YOUR CONTENT?

34. Qualitative measurement
WHO ARE YOUR READERS?

35. Qualitative measurement
HOW CAN YOU DELIGHT YOUR READERS?

36. What is User Experience?Qualitative measurement
Surveys

37. Product / market fit survey
SURVEY.IO

38. Free trial / free plan survey

39. Cancellation survey

40. Cancellation survey email template

41. Questions you can ask customers
How did you first find out about [Your Product Name]?
What persuaded you to purchase from us?
How would you describe [Your Product Name] to a friend?
What prompted you to start looking for this type of service?
If you could change one thing about this website, what would it be?
What other products or services should we offer?
How would you describe [Your Product Name] to a friend?
Which other options did you consider before choosing our service?
Why did you decide to use [Your Product Name]?
Why do you use [Your Product Name] rather than the alternatives?
What would persuade you to use [Your Product Name] more often?
How would you persuade people like yourself to use [Your Product Name]?

42. Qualitative best practices
Keep it short
Only ask for answers that you’ll use
Start with open-ended questions
If at first you don’t succeed, try again!

43. Thank You!
Killer Marketing Bonus
Hiten Shah, @hnshah
MicroConf, 2013