This document discusses content marketing measurement frameworks. It begins with definitions of content marketing and discusses goals such as acquiring customers. It then presents several frameworks that measure content marketing performance including: consumption, sharing, leads, sales, retention, and SEO rankings. Specific metrics are provided for each category like page views, social shares, and keyword rankings. The final sections discuss calculating return on investment from content including SEO impact and using automated tools to measure multi-channel ROI over time.

1. Content Marketing
Measurement
Evelyn Thar, 12.11. 2013

2. Agenda
1. What is Content Marketing?
2. Content Marketing Measurement Frameworks
3. Content Marketing – Metrics and KPIs
4. Content Marketing and SEO
www.amazeemetrics.com

3. What is Content
Marketing?

4. Content Marketing
Wikipedia
Content Marketing is any marketing format that involves the creation and
sharing of media and publishing content in order to acquire customers. This
information can be presented in a variety of formats, including news video,
white papers, e-books, infographics, case studies, how-to guides, question and
answer articles, photos, etc.
http://en.wikipedia.org/wiki/Content_marketing
Content Marketing Institute
Content marketing is a marketing technique of creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined
and understood target audience – with the objective of driving profitable
customer action.
http://contentmarketinginstitute.com/what-is-content-marketing/
www.amazeemetrics.com

5. Content Marketing
"Pragmatic Definition"
Content Marketing is about delivering the content your audience is seeking in
all the places they are searching for it. It is the effective combination of created,
curated and syndicated content.
https://twitter.com/BrennerMichael
Content Marketing Elevator Pitch
Traditional marketing and advertising it telling the world you're a rock star.
Content Marketing is showing the world that you are one.
https://twitter.com/Robert_Rose
www.amazeemetrics.com

6. Content Marketing Usage
www.amazeemetrics.com
http://contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/
(B2B, 2012)

7. Usage 2011/2010
www.amazeemetrics.com
http://contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/
Increased usage of:
Blogs: +27%
Videos: +27%
White Papers: +19%

8. Content Marketing
Measurement
Frameworks

9. What are the Goals of Content Marketing?
Wikipedia
Content Marketing is any marketing format that involves the creation and
sharing of media and publishing content in order to acquire customers. This
information can be presented in a variety of formats, including news video,
white papers, e-books, info-graphics, case studies, how-to guides, question and
answer articles, photos, etc.
http://en.wikipedia.org/wiki/Content_marketing
Content Marketing Institute
Content marketing is a marketing technique of creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined
and understood target audience – with the objective of driving profitable
customer action.
http://contentmarketinginstitute.com/what-is-content-marketing/
www.amazeemetrics.com

10. Measurement Criteria
www.amazeemetrics.com
http://contentmarketinginstitute.com/2011/05/content-marketing-roi-measurement/
(B2B, 2010)

11. Measurement Framework 1:
Content Marketing ROI and Page Value
Page Value (Google Analytics):
• The average value for a page that a user visited before landing on
the goal page or completing an Ecommerce transaction (or both).
• This value is intended to give you an idea of which page in your site
contributed more to your site’s revenue.
(http://www.branded3.com/blogs/using-page-value-in-google-analytics-to-measure-the-roi-of-content-marketing/)
Important:
Create segments and compare pages with pages of the same
part of the website.
(Blog posts with blog posts and not with contact or information
pages.)
www.amazeemetrics.com

12. How to calculate Page Value?
www.amazeemetrics.com
Page Value = Transaction Revenue + Total Goal Value
Unique Pageviews for the page
Page Value (B) = 100 + 10 = 110
1
Google Analytics: https://support.google.com/analytics/answer/2695658?hl=en

13. Page Value in Google Analytics
www.amazeemetrics.com
Page value measures sales and individual conversion goals.

14. Measurement Framework 2
Content Marketing ROI: Sales, Cost, Retention
Primary Content Indicators:
• Sales
• Cost savings
• Retention rate
www.amazeemetrics.com
http://contentmarketinginstitute.com/2011/05/content-marketing-roi-measurement/
Secondary content indicators:
• Lead quality and quantity
• Shorter sales cycles
• Customer awareness
• Market share indicators
• Cross-selling opportunities
• Qualitative customer feedback
1.
Goal of content
marketing initiative
2.
User indicators,
influencing secondary
indicators
3.
Impacts on primary
content indicators
User indicators:
• Increased web traffic
• More page views
• Lower bounce rate
• Social shares
• Improved rankings

15. Measurement Framework 3:
Usage and Performance
1. Consumption
2. Lead Generation
3. Sales
4. Retention
http://moz.com/blog/avoiding-disaster-how-to-prevent-the-3-most-common-content-marketing-fails
www.amazeemetrics.com
Usage
Performance

16. Measurement Framework 4:
Usage and Performance: Including Sharing Metrics
1. Consumption Metrics
2. Sharing Metrics
3. Lead Metrics
4. Sales Metrics
http://contentmarketinginstitute.com/2012/06/metrics-content-marketing-jay-baer/
www.amazeemetrics.com
Usage
Performance

17. Measurement Framework 5:
Usage and Performance: Comprehensive Approach
1. Consumption Metrics
2. Sharing Metrics
3. Lead Metrics
4. Sales Metrics
5. Retention Metrics
www.amazeemetrics.com
Usage
Performance

18. Content Marketing
Metrics and KPIs

19. 1. Consumption Metrics
Blog
• Page views
www.amazeemetrics.com
Newsletter:
• Opening rate
• Click rate
Facebook:
• Post Reach

20. 2. Sharing Metrics
Blog Post:
• Social Shares (social share buttons, URL mentioning)
• External links to blog post
Twitter:
• Retweets
• Favorites
www.amazeemetrics.com
Google+ Page:
Dashboard including consumption and shares.
Facebook:
• Likes
• Shares

21. Social Shares in Social Crawlytics
www.amazeemetrics.com

22. 3. Lead Metrics
Path from blog/article/Twitter/Facebook to contact form:
www.amazeemetrics.com

23. 4. Sales Metrics
• E-commerce tracking in Google Analytics (revenue/product)
• E-commerce tracking in CMS (revenue/customer)
• CRM/Sales software (combine offline and online transactions)
www.amazeemetrics.com

24. 5. Retention Metrics
• Returning Visitors
• Customer Retention Rate (returning customers compared to customer total)
• Repeated Sales (number of purchases per customer)
• Average Customer Revenue
• Net Promoter Score (recommendations)
www.amazeemetrics.com

25. Content Marketing and
SEO

26. SEO: Ranking Factors
www.amazeemetrics.com
http://www.searchmetrics.com/de/
services/ranking-faktoren-2013/
Study based on 10'000
keywords for Google
Germany

27. Link Building vs Content Marketing
http://moz.com/blog/seos-dilemma-link-building-vs-content-marketing-whiteboard-friday
www.amazeemetrics.com

28. Link Building
Past:
• Link farms
• Link schemes, link
networks
• Article spinning
• Comment spamming
www.amazeemetrics.com
Today:
• Create continuously
new and unique
content to generate
links and social shares.
=> Content Marketing
• Content Marketing is a SEO instrument
• Measuring of ranking positions needs to be part of a content
marketing measurement

29. Measurement Framework 6:
Including SEO
1. Consumption Metrics
2. Sharing Metrics
3. Lead Metrics
4. Sales Metrics
5. Retention Metrics
6. Search Engine Rankings
www.amazeemetrics.com
Usage
Performance
SEO

30. Automated Calculation of
Content Marketing ROI including SEO
http://frac.tl/content-roi-calc/
www.amazeemetrics.com

31. Take Home Message
• Define the goal of the content marketing campaign
• Choose a measurement framework and keep it
• Compare changes and trends over time
www.amazeemetrics.com