7 Steps To Tracking The Impact Of Your Content Campaigns
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This document outlines 7 steps for tracking the impact of content marketing campaigns from top-of-funnel to bottom-of-funnel metrics. It discusses tracking key metrics like visitors by page, name captures, lead qualification rates, opportunities generated, campaign attribution, and influence of individual assets on bookings. The goal is to better understand which content produces the most leads, pipeline and revenue in order to optimize planning and resource allocation.
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7 Steps To Tracking The Impact Of Your Content Campaigns
- 1. #C2C16
- 2. #C2C16 01 Overview 02 Top-of-Funnel Reports 03 Middle-of-Funnel Reports 04 Bottom-of-Funnel Reports 05 Questions 06 Resources 7 Steps to Tracking the Impact of Your Content Campaigns Presented by: Jeff Reekers
- 3. #C2C16 Objectives How can we better identify which assets are producing leads, pipeline, and revenue? What key metrics should we be tracking throughout the prospect lifecycle? How can we use data to better predict the revenue impact of assets in planning?
- 4. #C2C16
- 5. #C2C16 The Funnel (1) Visitors by Page (2) Name Capture TOFU (3) MQL Qualification Rate, (4) MQL – Cohort (5) Opp Analysis MOFU (6) Campaign Attribution, (7) Influence BOFU
- 6. #C2C16
- 7. #C2C16 Step 1 Visitors By Page
- 8. #C2C16 Step 1 Visitors By Page eConsultancy: Free Downloads
- 9. #C2C16 Step 1 Visitors By Page (Mock data)
- 10. #C2C16 Step 1 Visitors By Page (Mock data)
- 11. #C2C16
- 12. #C2C16 Step 2 % New Names (Example) Distribute through: Paid Search SEO
- 13. #C2C16 Distribute through: Email Database Step 2 % New Names (Example)
- 14. #C2C16 Distribute through: Blog Social Step 2 % New Names (Example)
- 15. #C2C16 Content Name Content Type Members % New NamesNew Names B2B Whitepaper Whitepaper 750 67% 500 Landscape Infographic Infographic 500 50% 250 Wholesale Tech Webinar Webinar 600 83% 500 Step 2 % New Names (Example) (Mock data)
- 16. #C2C16 The Funnel (1) Visitors by Page (2) Name Capture TOFU (3) MQL Qualification Rate, (4) MQL – Cohort (5) Opp Analysis MOFU (6) Campaign Attribution, (7) Influence BOFU
- 18. #C2C16 Program Name Program Cost New Names B2B eComm Whitepaper $4000 500 Landscape Infographic $5000 250 Wholesale Webinar $15000 500 Step 3 MQL Qualification Rate Cost Per Lead $10.00 $33.33 $150.00 Qualified Leads 400 150 100 Qualified Rate 80% 60% 20% (Mock data)
- 20. #C2C16 Tracking: #3 % New NamesStep 4 Conversions by Cohort
- 21. #C2C16 TOFU Tracking: #3 % New Names Program Name Opps Created B2B eComm Whitepaper 60 Landscape Infographic 53 Wholesale Webinar 50 Step 5 Opportunity Analysis Lead-Opp % 15% 35% 50% Pipeline Generated $300,000 $105,000 $750,000 ASP $5,000 $2,000 $15,000 Won Deals 15 11 20 Win Rate 25% 20% 40% (Mock data)
- 22. #C2C16 The Funnel (1) Visitors by Page (2) Name Capture TOFU (3) MQL Qualification Rate, (4) MQL – Cohort (5) Opp Analysis MOFU (6) Campaign Attribution, (7) Influence BOFU
- 23. #C2C16 Tracking: #3 % New NamesStep 6 Multi-Touch Attribution First Touch Attribution Last Touch Attribution Even Weighted Attribution Decay Attribution 40/20/40
- 24. #C2C16 Tracking: #3 % New NamesMulti-Touch Attribution: First Touch
- 25. #C2C16 Multi-Touch Attribution: Last Touch
- 26. #C2C16 Multi-Touch Attribution: Evenly Weighted
- 27. #C2C16 Multi-Touch Attribution: Decay Modeling
- 30. #C2C16 Step 7 Influence by Content Campaign Bookings (Thousands) Content Asset $5 $10 $15 $20 $25 $30 $35 $40 $45 $50 $55 $60 $65 $70 $75 $80 $85 $90 $95 $100 WP Best Biz Apps WB B2B eComm Webinar WP Trade Show Directory 2016 WP Direct v. Marketplace CS Linda Farrow WB Mobile Order Writing WB Wholesale Commerce WP Thousands SKUs CS Outtech WB Sales Tips WB Trade Show Marketing WP B2B Rollout Guide (Mock data)
- 31. #C2C16 TOFU MOF BOFU Step 7 Influence by Content Campaign With Cycle
- 32. #C2C16 Next Steps Identify KPIs No Reporting Start Simple & Expand Reporting Create Weekly Tracking Audit Assign Accountabilities Dive Deeper
- 33. #C2C16 Resources Google Analytics Free Dashboards Dashboard Junkie eConsultancy Lead Tracking Salesforce Dashboards KissMetrics ROI Reporting & Campaign Influence Brightfunnel Other: Predictive Analytics Infer
- 34. #C2C16 THANK YOU E : jeff.reekers@handshake.com C : 925.899.0627 Blog: SaaSDemandGeneration.com @jeffreekers
- 35. #C2C16
Editor's Notes
- Think about the #1 thing that holds us as marketers back from accomplishing more – from purchasing new software, building our team, launching new campaigns, etc. It’s predictability. In sales, it’s clear: add an AE, X revenue comes out the other end. In marketing, we need to be just as clear.
- You may not laugh or cry in this seminar, but you will walk away with the following through objectives achieved.
- The process to marketing is often: Creating fantastic content Put it out through your available distribution networks Hope money pops out the other end. We put so much work into the creation of content, we need to do the same for the process after. Great process with adequate content will beat great content with adequate process. And that’s not fair to us.
- To track our content, we want to create linearity through the funnel. I’ve outlined this through 7 key steps that cover the various stages of the funnel.
- Let’s start at the top of the funnel. You can get everything you need here from Google Analytics, free.
- We often think of Visitors as a whole, but lets look directly at visitors by page. Why? -It eliminates poor quality visitors from contributing to your full metrics (ie, we don’t care about visits to the careers page) -It identifies what content you should show your audience. We use optin monster for this to show unique content by the page someone is entering. Remember all you know about someone at this point is that they are interested in the topic of the landing page. Showing them the next relevant topic DOWN the funnel is what you need to do here. -Better understand what actual topics are driving traffic- it may not be related directly to your product.
- Additionally, rank pages with a value. You can do this through GA goals – taking into account the value of the page on a 1-100 scale. This will help you determine the value of each visitor. If you have a more transactional product, you can consider using monetary values.
- Additionally, you want to look at visitors by hour and day of week. This will let you know when you should be pushing content and promoting it. If you can get double the results for the same work, wouldn’t you take it? Additionally, you should break this into the individual landing page. Different content is consumed at different times – particularly when you have products that span multiple verticals, countries, and employee counts.
- Next look at conversions by day and hour. The data may surprise you. What do you take away from this conversion rate by day of week? Do you actually think people are searching for a solution 1AM on the weekend? There’s something else at play that immediately becomes obvious, and can help you optimize.
- Now, lets move on to name catpure.
- Finishing out the first stage of the funnel is an initial name capture not yet qualified as a lead. Think of a content download.
- We can also take a look at a webinar as an example of a name capture method….
- Or perhaps an infographic. Note the distribution techniques outlined for each, we’ll come back to this.
- This is super basic, but provides the foundation of our more complex reports. Track total members (everyone downloading) Compare it to new names (all net new filling out your form).
- Stage 2!
- We don’t want to be like this dog… scraping for every last morsel out of the jar. Instead, we want to be selective in qualifying leads and passing them to our SDR team.
- So lets expand on the new names and add: Qualified leads, qualified rate, and cost per lead. This in itself won’t tell us much, but it will serve as an extremely important benchmark. You have to establish this before moving on. As to your qualification metrics, that’s a separate topic. We’ll cover it a bit briefly, but ultimately it will be unique to your company.
- So now that we’re assigning qualified leads, we’re going to get this. Don’t take it personally. Just use the feedback. Here’s how.
- We want to break our leads into 4 grades: A,B,C,D Once we do this, lets matrix the report with our lead sources. Assure you are filtering it by the content type you want to analyze. The result will be a matrix showing you the quality of each lead source: how many were assigned, how many total were converted, and your conversion rate. You’ll have a percentage from each box. You can literally now pick and choose which boxes you want to assign – If your C-website leads convert better than your B-iOS leads, then assign that box. Look at your SDR team’s total capacity and keep filling with the top categories. For the other leads, it’s your job to progress them up the ranks (different channel or grade).
- This takes us to my favorite area: pipeline and actual dollars. When we look at pipeline, we want to really focus on total pipeline generated and ASP from each campaign. This will tell us, certeris paribus, which content is producing opportunities at what sizes of the market, and give us an idea of the median behind the scenes. Note, higher pipeline isn’t always your goal – if your sweetspot is $25K, but one asset has a median of $120K, that may look great, but you lose some predictability as a result. This can be a great thing, but understand its impact on predictability.
- Now lets move to the bottom of the funnel.
- We can toggle our opportunity and won data in many different ways. So what’s right for tracking attribution?
- First touch = the original lead source receives full credit. This is usually great for transactional business, but can become extremely disconnected with a deal with a longer sales cycle.
- Advantage of last touch is it sparked a conversation that worked for your sales team. If often receives the full attribution as it is the easiest to connect with the deal. But so much more may have impacted this deal. It’s far from accurate.
- Equal gives the same to every lead source touch. I highly recommend NOT using this model. There’s too many minor touches that can take equal credit to major milestones.
- Decay modeling gives decreasing credit to activities further away. I would also recommend not using this. In a model where there were 10 touches, would you say the first our third touch is more likely to be more important, intuitively? Thus it has its gaps.
- 40-20-40 is my personal favorite. It attributes the most revenue to the first and last touch, and evenly distributes 20% to everything in the center. Far from perfect still, but nonetheless it gives us better insight into where we should invest our time and money.
- This is from Brightfunnel, and compares all models side by side. You can toggle data and compare and contrast the different data. If you have availability to use such a tool, it can be extremely powerful. www.brightfunnel.com
- Next lets take a look at Influence. Lets say we are attributing revenue to first and last touch, but every lead goes through a nurture drip during a trial process, or something of the sort. And lets say you have a powerful piece of content (or more) during this drip that prompts more activity during the trial. You want to know that this content is accelerating and impacting deals. Content influence allows you to do this. Weigh it by total bookings, pipeline, and total opps.
- Last we’ll take that last report and aggregate the data. Take a look at the actual opportunity age of each type of content, and see how these are affecting the rate at which deals are closing. This will give you insight into where to place content at the various stages of the funnel, which types of content are influence acceleration, and how you can impact sales cycles in additional to total pipeline.
- So the next steps. If you do not have any reporting in place… If you do have solid analytics and tracking in place….
- Resources.