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How Do You Use Four Key Areas Of Content Analytics and What Metrics Do You Use To Track, Measure and Score Content Success?
The document discusses the importance of content marketing analytics, noting that many marketers struggle to effectively track how their content drives leads and sales. It emphasizes four key areas for analysis: production, engagement, performance, and content scoring, which measures the effectiveness of each content piece. By implementing proper analytical tools and focusing on these metrics, companies can better understand their content's impact and optimize their marketing strategies.
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How Do You Use Four Key Areas Of Content Analytics and What Metrics Do You Use To Track, Measure and Score Content Success?
- 1. MAKE IT COUNT: CONTENTMARKETING ANALYTICS
- 2.
- 3. MEANWHILE, YOU HAVE NOIDEA how any one piece is bringing in leads or sales.
- 4. YOU’RE CLUELESS. Butyou’re not alone.
- 5. ONLY 27% OFB2B MARKETERS say they are effectively tracking content utilization metrics.
- 6. THE GOOD NEWS: for companieswho ARE thinking about their strategies, content is looking pretty good.
- 7. FOR THEM, CONTENT LOOKS MORELIKE GEMS, less like piles.
- 8. DON’T GET STUCK WITHA PILE.
- 9. ANALYZE. In other words,look at your results, count them, write them down, and keep it up. MEASURE. TRACK.
- 10. THERE ARE FOUR KEYAREAS to focus your analytic efforts.
- 11. PRODUCTION: /prəˈdəkSHən/ noun:the action of making or manufacturing content assets from raw ideas and materials. • Number of content assets produced • Types of content produced • Content produced by author
- 12. ENGAGEMENT /enˈgājmənt/ noun:the action of engaging: reading, downloading, sharing, viewing, +1ing, pinning, tumbling, sending. • Social shares • Inbound links • Repeat visitors
- 13. PERFORMANCE: /pərˈfôrməns/ noun:the extent to which a piece of content is profitable, effective, and successful at producing your marketing goals. • Unique visits • Page views • Organic search • Direct traffic • Referral traffic
- 14. WHEN IT’S APPLICABLE Also lookat conversions within each of those categories.
- 15. CONVERSIONS: The number ofanonymous visitors who become known records in your marketing database.
- 16. AND THE FOURTH ANDFINAL METRIC… (which we think is the coolest)
- 17.
- 18. CONTENT SCORING /kənˈtentskôr/ verb: The new data-driven process for tracking how each piece of content is driving leads and conversions. • Conversions due to content • Revenue due to content • Business impact of content
- 19. Best ROI! CONTENTSCORE EFFECTIVENESS INPRODUCING LEADS
- 20.
- 21. YOU START BY WORKING BACKWARDS fromyour buyer’s journey.
- 22.
- 23. CONTENT SCORING THEN ASSIGNSA NUMERICAL VALUE TO EACH PIECE OF CONTENT. You can even assign greater weight to the first or last content touched.
- 24. Blog B Whitepaper Blog A Podcast Email eBook .45 .025 .025 .025 .025 .45 Whitepaper BlogA Blog B Podcast Email .45 .033 .033 .033 .45 BECAUSE EVERY BUYER’S JOURNEY DOESN’T LOOK THE SAME. .45 .033 .033 .033 .45 Blog B eBook Blog A Email Webinar *CONTENT SCORES WITH GREATER WEIGHT ASSIGNED TO FIRST AND LAST TOUCH
- 25. TOUCH Webinar Blog Podcast Video Email eBook Whitepaper BUYER 1 CONTENT SCORE .45 .025 .025 .025 .025 .45 0 .9 .075 .025 .025 .75 .9 .2 BUYER 2 .45 .05 0 0 .05 .45 .2 FOREXAMPLE YOUR CONTENT SCORE MAY LOOK LIKE THIS…
- 26. SORT YOUR CONTENT SCOREBY • Content vs. campaign • Most influential vs. least influential • Conversions vs. $
- 27. THE POWER OF ALLYOUR CONTENT suddenly appears.
- 28. CONTENT SCORING SHOWS whichpieces of content are effective.
- 29.
- 30. ALL THESE NUMBERS... WHICH DOWE TRACK?
- 31. THINK OF YOUR ANALYTICS asa car dashboard.
- 32. THERE’S A LOTGOING ON UNDER THE HOOD. But only a few things really matter.
- 33.
- 34. A SIMPLE ANALYTICS VEHICLE ispossible with a few standard systems:
- 35. A CRM SYSTEM MARKETINGAUTOMATION SPREADSHEETS GOOGLE ANALYTICS
- 36. A MORE POWERFUL ANALYTICSVEHICLE includes a few extra calibrators.
- 37. A CRM SYSTEM MARKETINGAUTOMATION CONTENT MARKETING SOFTWARE SOCIAL MEDIA MANAGEMENT
- 38. WITH THESE SYSTEMS in placeand running…
- 39. YOU’RE LOOKING AT awhole new kind of pile.
- 40. DIVE DEEPER INTO CONTENTSCORING READ ABOUT CONTENT MARKETING SOFTWARE WATCH VIDEO DOWNLOAD THE EBOOK
- 41.