Report content marketing performanceContent Marketing Performance: A Framewor...Rebecca Lieb
Despite a surge in adoption of content marketing and of organizational content strategy, measuring the impact of content on the business is complex and fraught with strategic, organizational and tool challenges. Because the content and analytics markets are still fairly nascent, there are few to no standards that adequately capture the impact of content on the business, whether from a reputation, revenue, operational or brand perspective.
Content strategists and digital marketers struggle to select the right metrics and frequently opt for measuring volume rather than impact when impact metrics are too complex to measure, or the required data or tools are not available.
This report lays out a framework for measuring the impact of content across the business, and includes a set of case studies and recommended metrics to enable content strategists to approach measurement at the outset, rather than at the conclusion, of their content development initiatives.
This document summarizes email delivery and engagement metrics for nearly 400 million emails sent to over 1.3 million clients across various industries. It finds that delivery rates are highest for smaller campaigns under 2,000 recipients and decrease as campaign size increases. Overall email engagement rates increased in 2017 compared to 2016. Higher education audiences have higher open and click-through rates than K-12. Most email is opened on desktop computers and clicks occur across multiple devices. Engagement varies by day of week and time of day. The document promotes targeted digital advertising services through client databases to achieve higher click-through rates than typical industry benchmarks.
Communication and Social Media Measurement - tuesday 16-4-kpisSeb Maje
This document summarizes a presentation on communications and social media measurement. It discusses key performance indicators (KPIs) like share of voice, audience engagement, and share of conversation that are important to track. It also covers benchmarks to compare performance over time and against other campaigns. Finally, it examines how to measure influence, including through Klout, Kred, and identifying influential social media users. Building successful relationships with influencers requires being real, relevant, practical, patient, and actively engaging.
Kinetic Drives Long-Term Direct Response for Education ProviderDon Mathis
This education provider approached Kinetic Social with the task of generating awareness and identifying prospective students interested in the school’s specialized programs. Qualified leads were sent to a landing page where they could learn more about the institution and then submit some basic user information to receive an information packet in the mail.
Content, Connectivity & Convergence: Sorting Out ComplexityRebecca Lieb
Presented to Pinterest's Pinstitute on April 28, 2015, this talk/deck focuses on the need for developers to help integrate content marketing software solutions with converged media requirements
NewsCred is a content marketing platform that helps brands simplify and scale their entire content marketing process. Content marketing is not just a tactic but a long-term strategy that can transform a business. It allows brands to grow traffic, engage audiences, and drive leads through sharing relevant content. However, many brands struggle to produce enough content. NewsCred recommends taking a big picture approach, creating content that scales across channels through a sustainable workflow and distribution strategy, and measuring ROI to make content marketing effective.
1) The document summarizes the findings of a survey of 361 marketing executives and managers about online marketing measurement.
2) It found that marketers are demanding more rigorous online measurement tools to determine the return on investment and effectiveness of marketing spending. Being able to prove the value of online marketing through data helped it survive the economic downturn.
3) However, many marketers are still not taking a holistic approach to measurement and examining overall campaign performance. More frequent measurement and adjusting campaigns based on data is correlated with greater success.
The document discusses a case study by NC State University's Office of Information Technology on measuring the effectiveness of their communication channels, including their OIT News publication and Twitter presence. It outlines the communication channels being measured, the metrics and tools used like Google Analytics and Twitter metrics, and provides initial findings on topics of most interest and how readers engage with different content formats. The study aims to determine how to best inform readers and improve communications over time based on analytics of user behavior.
Report content marketing performanceContent Marketing Performance: A Framewor...Rebecca Lieb
Despite a surge in adoption of content marketing and of organizational content strategy, measuring the impact of content on the business is complex and fraught with strategic, organizational and tool challenges. Because the content and analytics markets are still fairly nascent, there are few to no standards that adequately capture the impact of content on the business, whether from a reputation, revenue, operational or brand perspective.
Content strategists and digital marketers struggle to select the right metrics and frequently opt for measuring volume rather than impact when impact metrics are too complex to measure, or the required data or tools are not available.
This report lays out a framework for measuring the impact of content across the business, and includes a set of case studies and recommended metrics to enable content strategists to approach measurement at the outset, rather than at the conclusion, of their content development initiatives.
This document summarizes email delivery and engagement metrics for nearly 400 million emails sent to over 1.3 million clients across various industries. It finds that delivery rates are highest for smaller campaigns under 2,000 recipients and decrease as campaign size increases. Overall email engagement rates increased in 2017 compared to 2016. Higher education audiences have higher open and click-through rates than K-12. Most email is opened on desktop computers and clicks occur across multiple devices. Engagement varies by day of week and time of day. The document promotes targeted digital advertising services through client databases to achieve higher click-through rates than typical industry benchmarks.
Communication and Social Media Measurement - tuesday 16-4-kpisSeb Maje
This document summarizes a presentation on communications and social media measurement. It discusses key performance indicators (KPIs) like share of voice, audience engagement, and share of conversation that are important to track. It also covers benchmarks to compare performance over time and against other campaigns. Finally, it examines how to measure influence, including through Klout, Kred, and identifying influential social media users. Building successful relationships with influencers requires being real, relevant, practical, patient, and actively engaging.
Kinetic Drives Long-Term Direct Response for Education ProviderDon Mathis
This education provider approached Kinetic Social with the task of generating awareness and identifying prospective students interested in the school’s specialized programs. Qualified leads were sent to a landing page where they could learn more about the institution and then submit some basic user information to receive an information packet in the mail.
Content, Connectivity & Convergence: Sorting Out ComplexityRebecca Lieb
Presented to Pinterest's Pinstitute on April 28, 2015, this talk/deck focuses on the need for developers to help integrate content marketing software solutions with converged media requirements
NewsCred is a content marketing platform that helps brands simplify and scale their entire content marketing process. Content marketing is not just a tactic but a long-term strategy that can transform a business. It allows brands to grow traffic, engage audiences, and drive leads through sharing relevant content. However, many brands struggle to produce enough content. NewsCred recommends taking a big picture approach, creating content that scales across channels through a sustainable workflow and distribution strategy, and measuring ROI to make content marketing effective.
1) The document summarizes the findings of a survey of 361 marketing executives and managers about online marketing measurement.
2) It found that marketers are demanding more rigorous online measurement tools to determine the return on investment and effectiveness of marketing spending. Being able to prove the value of online marketing through data helped it survive the economic downturn.
3) However, many marketers are still not taking a holistic approach to measurement and examining overall campaign performance. More frequent measurement and adjusting campaigns based on data is correlated with greater success.
The document discusses a case study by NC State University's Office of Information Technology on measuring the effectiveness of their communication channels, including their OIT News publication and Twitter presence. It outlines the communication channels being measured, the metrics and tools used like Google Analytics and Twitter metrics, and provides initial findings on topics of most interest and how readers engage with different content formats. The study aims to determine how to best inform readers and improve communications over time based on analytics of user behavior.
Kaboodle is an online shopping site that aims to enhance the online shopping experience for consumers. It generates revenue through online advertising and commissions from sales to business partners. The document provides recommendations for Kaboodle to grow its business, including conducting research to understand its target audiences, using social media to attract and retain users, taking specific actions like promotions in the first few months, and measuring success based on membership increases and return on investment.
The social media frenzy is escalating, as millions of consumers flock to sites like Facebook, Twitter, YouTube and Flickr to find their social media fix. Now, marketers seek out customers in these new channels, and an estimated 86% of them plan to increase their investments in social media activity this year. However, among these marketers, a staggering number are failing to measure the effects of their efforts. Nonetheless, dollars are flowing from traditional marketing activities to social media methods. Now more than ever, it's imperative to measure the results of social media marketing.
Learn how to:
• Identify the focal point for measuring social media activity
• Align strategic measurement with business objectives
• Create Key Performance Indicators for social media measurement
• Recognize metrics that offer insight into your customers' social activity
• Use a framework for truly understanding social media marketing
Social media monitoring involves tracking, measuring, and evaluating an organization's social media initiatives. It has five steps: choosing focus areas, selecting target-rich platforms, identifying keywords, restricting or widening searches, and adjusting searches. Measurement assesses volume and sentiment of brand content on social media. Qualitative measurement assesses opinions and beliefs, while quantitative measures amount. Key performance indicators measure goals like dialogue, advocacy, customer support, and innovation. Tools like Radian6 help companies monitor and engage on social media. The future involves advances in monitoring techniques, metrics, and tools to analyze expanding social media data.
The Power of Influencer Marketing for the Education MarketMDR
You don’t need to go straight to the superintendent’s office to persuade education decision makers. Education-focused social media influencers, from classroom teachers, to education enthusiasts, to former educators-turned-professional content creators, can be a powerful force for brands and nonprofits looking to connect with parents, students, or schools.
In this webinar, we share case studies, best practices, and show how engaging influencers is a cost-effective marketing approach whether you’re looking to generate buzz, increase brand awareness, or grow your social following.
You’ll learn:
Why; Influencer marketing is changing education selling and marketing like no other channel
Who; Leverage micro and macro influencers and their involvement in brand advocacy
What; The efficacy of various social media channels for influencer marketing
How; Nailing a content partnership with the right influencers to reach your audience
Okimo Clinic Roundtable: Social Media Content Trends 2016Okimo Clinic
As the year 2015 concludes, we have completed some social media content forecasts at Okimo Clinic. What are the most significant challenges for social media content for B2B and B2C organisations in the upcoming year?
Uber Diagnostics is a healthcare diagnostics company that aims to reduce diagnosis costs through product innovation and workflow enhancements. The document outlines Uber's communications strategy to build awareness of its services and position itself as a thought leader. The strategy includes engaging stakeholders like users, patients, providers, media and investors through targeted messaging. Channels like articles, videos and press releases will be used to inform each audience about Uber's offerings and goals. Progress will be measured by increases in social media mentions, website traffic and share of voice. Oni360 proposes handling Uber's public relations for a monthly retainer of Rs.250,000 to execute the outlined activities and measurements.
Social media & large, global B2B companiesPaul Holthuis
Useful presentation focusing on social media, especially for lager b2b companies. Advise included for implementation, social strategy, organizational aspects, the creation of appropriate content, monitoring the internet, and a lot more.
Interactive marketing spending is projected to rise significantly through 2014, reaching $55 billion and representing 21% of total marketing spending. Marketers are shifting budgets away from traditional channels like television, newspaper and magazine toward interactive channels like search, display, email, social media and mobile. Social media spending alone is expected to grow from $295 million in 2009 to $1.86 billion in 2014. Effective social media marketing requires clear objectives, skilled practitioners, measurable metrics, listening to target audiences, engaging customers through interesting content, and collaborating with the brand.
This presentation will give you a brief yet thorough understanding of IMC, an overview of the most effective multi-channel strategies, and clever ways to link traditional tactics with word of mouth marketing and social media. (Presented as a webinar for WOMMA, 8.19.15)
Joe Sanchis is the CEO of Queue Technologies and will discuss how viral brand advocacy can accelerate growth and sales. He will cover what brand advocacy is, how it impacts sales, different types of advocacy campaigns, case studies of success stories, and how to measure ROI. Some key points are that advocates are 69% of the population but have 200% higher spend lifetime value than average customers. They are also motivated to share through feeling recognized, achieving perks, and having fun. Advocacy programs can include pre-launch awareness, beta testing, loyalty programs, and more. Case studies will show how advocacy generated 2.6 million in pre-sales in 30 days for one company and acquired nearly 30k new leads and 400k
In this report, marketing expert Rebecca Lieb explores why marketers need to focus on customer-centric marketing strategies that rely more on providing valuable content and less on media buys.
By synthesizing current research, industry trends, and the thoughts of 17 marketing influencers, the report gives you an informed perspective on how online marketing is changing—and what you should do to keep your audience engaged.
The document summarizes the key activities and accomplishments of the Clinical Solutions marketing team in 2014. The team secured foundational marketing tools, drove content development, and improved communications and alignment across business units. Their efforts led to increased marketing qualified leads and revenue. Specific accomplishments included developing sales enablement materials, generating over 1,000 marketing leads, meeting or exceeding sales targets, and positioning products across various portfolios.
Health innovation think tank key takeawaysGary Grimes
The document provides key takeaways and best practices for value-based care, connected health, and virtual care from a health innovation think tank. It discusses transitioning to value-based models, using data to address chronic conditions, connecting patients to community resources, and taking on appropriate levels of risk. It also emphasizes integrating connected health strategies and designing virtual care as part of the overall care model. The document outlines future goals of improving communication across organizations, enhancing patient engagement through technology, and reimbursing telehealth services.
Slack's 11 B2B Marketing Predictions & Trends for 2015 Slack and Company
2015 is already here, and it’s coming in full-force. Holiday festivities and our
intermission from work seem so far away. Everyone is hastily getting back into the swing
of things, and it’s business as usual.
We’ve learned a lot over the past year through our client and internal campaigns and
projects – all the while keeping a close eye on what other B2B marketers are
experiencing and on trends and events that are impacting the world of B2B marketing.
What are the new challenges that we face this year (e.g. what’s inevitable and
unavoidable?) What changes are we seeing come out of 2014 and into the new year that
will affect how we plan and execute our clients’ strategies? As always, we approach
digital marketing not from a “Gee-whiz, that’s neat!” perspective, but from a “What real
changes are going to provide opportunities and challenges for our clients?” perspective.
From mobile to marketing automation to B2B e-commerce to social and content
marketing, we covered the bases with trends we feel will have the most impact on your
business. Whether you’re a financial services firm or a specialty chemicals manufacturer,
what we’ve proposed is relevant to any brand that is looking to influence the various
decision makers along the buyer journey.
Our predictions and trends highlight:
What are the business drivers causing the trends
What you can reasonably expect to achieve by adopting them
The business consequences of not adopting them
We’ve peppered in compelling research and insights from third party sources (e.g.
studies, charts, infographics) to deliver our proof points. We’re here to empower and
educate our clients to make some of the most important decisions to meet their business
goals and objectives. And, it would make our day to know that you learned something
new from what we’re so passionate about doing everyday.
What are your thoughts on our 11 B2B marketing predictions and trends for 2015? Have
any others of your own to add? We’d love to hear your thoughts in the comments below.
The document provides recommendations for High Note, a music streaming service, to increase adoption of its premium paid service. It recommends: 1) Expanding the differences between the free and paid services and ensuring users understand premium benefits. 2) Encouraging premium users to connect with free users to influence them to upgrade. 3) Leveraging referral programs and social media marketing to increase free users and convert some to premium. It also provides findings from qualitative research on competitors and quantitative analysis of High Note user data.
A guide to realistic social media and measurementAdam Vincenzini
Social media measurement and performance analysis is one of the most debated topics in the current marketing environment.
Recently I hosted a workshop for the PRIA which attempted to put social media measurement in perspective, especially when linking it to tangible business objectives.
This is not an exhaustive presentation, nor will it answer every question linked to social media measurement, but it will hopefully give you a useful resource to refer to.
Insight that drives sales: How Sun Life Financial leverages insight to create...Vision Critical
Learn how Sun Life Financial used customer intelligence to create targeted marketing messages and saved nearly $1 million in market research costs in the process.
Martin van der Roest, Cadence9 - Speaking at the 2014 Content Marketing Retreat, Langley, WA
"Findings of the Measuring Content Marketing Survey - The Best Practices in Measuring Content Marketing - Survey Results"
Martin will present the findings of the “Best Practices In Measuring Content Marketing Results” survey. The focus of the presentation will be how big brands and small businesses are succeeding and failing in measuring content marketing results and ROI.
This document discusses content marketing metrics and strategies for success, including focusing on high value keywords from keyword research, tracking keywords that bring traffic to content, and creating altruistic content inspired by keywords that provides value to users. Case studies are presented showing content that ranked for hundreds of keywords and brought thousands of daily visits without going viral. The document also discusses keywords for B2B content about sales pitches and strategies for graphics with SEO.
Kaboodle is an online shopping site that aims to enhance the online shopping experience for consumers. It generates revenue through online advertising and commissions from sales to business partners. The document provides recommendations for Kaboodle to grow its business, including conducting research to understand its target audiences, using social media to attract and retain users, taking specific actions like promotions in the first few months, and measuring success based on membership increases and return on investment.
The social media frenzy is escalating, as millions of consumers flock to sites like Facebook, Twitter, YouTube and Flickr to find their social media fix. Now, marketers seek out customers in these new channels, and an estimated 86% of them plan to increase their investments in social media activity this year. However, among these marketers, a staggering number are failing to measure the effects of their efforts. Nonetheless, dollars are flowing from traditional marketing activities to social media methods. Now more than ever, it's imperative to measure the results of social media marketing.
Learn how to:
• Identify the focal point for measuring social media activity
• Align strategic measurement with business objectives
• Create Key Performance Indicators for social media measurement
• Recognize metrics that offer insight into your customers' social activity
• Use a framework for truly understanding social media marketing
Social media monitoring involves tracking, measuring, and evaluating an organization's social media initiatives. It has five steps: choosing focus areas, selecting target-rich platforms, identifying keywords, restricting or widening searches, and adjusting searches. Measurement assesses volume and sentiment of brand content on social media. Qualitative measurement assesses opinions and beliefs, while quantitative measures amount. Key performance indicators measure goals like dialogue, advocacy, customer support, and innovation. Tools like Radian6 help companies monitor and engage on social media. The future involves advances in monitoring techniques, metrics, and tools to analyze expanding social media data.
The Power of Influencer Marketing for the Education MarketMDR
You don’t need to go straight to the superintendent’s office to persuade education decision makers. Education-focused social media influencers, from classroom teachers, to education enthusiasts, to former educators-turned-professional content creators, can be a powerful force for brands and nonprofits looking to connect with parents, students, or schools.
In this webinar, we share case studies, best practices, and show how engaging influencers is a cost-effective marketing approach whether you’re looking to generate buzz, increase brand awareness, or grow your social following.
You’ll learn:
Why; Influencer marketing is changing education selling and marketing like no other channel
Who; Leverage micro and macro influencers and their involvement in brand advocacy
What; The efficacy of various social media channels for influencer marketing
How; Nailing a content partnership with the right influencers to reach your audience
Okimo Clinic Roundtable: Social Media Content Trends 2016Okimo Clinic
As the year 2015 concludes, we have completed some social media content forecasts at Okimo Clinic. What are the most significant challenges for social media content for B2B and B2C organisations in the upcoming year?
Uber Diagnostics is a healthcare diagnostics company that aims to reduce diagnosis costs through product innovation and workflow enhancements. The document outlines Uber's communications strategy to build awareness of its services and position itself as a thought leader. The strategy includes engaging stakeholders like users, patients, providers, media and investors through targeted messaging. Channels like articles, videos and press releases will be used to inform each audience about Uber's offerings and goals. Progress will be measured by increases in social media mentions, website traffic and share of voice. Oni360 proposes handling Uber's public relations for a monthly retainer of Rs.250,000 to execute the outlined activities and measurements.
Social media & large, global B2B companiesPaul Holthuis
Useful presentation focusing on social media, especially for lager b2b companies. Advise included for implementation, social strategy, organizational aspects, the creation of appropriate content, monitoring the internet, and a lot more.
Interactive marketing spending is projected to rise significantly through 2014, reaching $55 billion and representing 21% of total marketing spending. Marketers are shifting budgets away from traditional channels like television, newspaper and magazine toward interactive channels like search, display, email, social media and mobile. Social media spending alone is expected to grow from $295 million in 2009 to $1.86 billion in 2014. Effective social media marketing requires clear objectives, skilled practitioners, measurable metrics, listening to target audiences, engaging customers through interesting content, and collaborating with the brand.
This presentation will give you a brief yet thorough understanding of IMC, an overview of the most effective multi-channel strategies, and clever ways to link traditional tactics with word of mouth marketing and social media. (Presented as a webinar for WOMMA, 8.19.15)
Joe Sanchis is the CEO of Queue Technologies and will discuss how viral brand advocacy can accelerate growth and sales. He will cover what brand advocacy is, how it impacts sales, different types of advocacy campaigns, case studies of success stories, and how to measure ROI. Some key points are that advocates are 69% of the population but have 200% higher spend lifetime value than average customers. They are also motivated to share through feeling recognized, achieving perks, and having fun. Advocacy programs can include pre-launch awareness, beta testing, loyalty programs, and more. Case studies will show how advocacy generated 2.6 million in pre-sales in 30 days for one company and acquired nearly 30k new leads and 400k
In this report, marketing expert Rebecca Lieb explores why marketers need to focus on customer-centric marketing strategies that rely more on providing valuable content and less on media buys.
By synthesizing current research, industry trends, and the thoughts of 17 marketing influencers, the report gives you an informed perspective on how online marketing is changing—and what you should do to keep your audience engaged.
The document summarizes the key activities and accomplishments of the Clinical Solutions marketing team in 2014. The team secured foundational marketing tools, drove content development, and improved communications and alignment across business units. Their efforts led to increased marketing qualified leads and revenue. Specific accomplishments included developing sales enablement materials, generating over 1,000 marketing leads, meeting or exceeding sales targets, and positioning products across various portfolios.
Health innovation think tank key takeawaysGary Grimes
The document provides key takeaways and best practices for value-based care, connected health, and virtual care from a health innovation think tank. It discusses transitioning to value-based models, using data to address chronic conditions, connecting patients to community resources, and taking on appropriate levels of risk. It also emphasizes integrating connected health strategies and designing virtual care as part of the overall care model. The document outlines future goals of improving communication across organizations, enhancing patient engagement through technology, and reimbursing telehealth services.
Slack's 11 B2B Marketing Predictions & Trends for 2015 Slack and Company
2015 is already here, and it’s coming in full-force. Holiday festivities and our
intermission from work seem so far away. Everyone is hastily getting back into the swing
of things, and it’s business as usual.
We’ve learned a lot over the past year through our client and internal campaigns and
projects – all the while keeping a close eye on what other B2B marketers are
experiencing and on trends and events that are impacting the world of B2B marketing.
What are the new challenges that we face this year (e.g. what’s inevitable and
unavoidable?) What changes are we seeing come out of 2014 and into the new year that
will affect how we plan and execute our clients’ strategies? As always, we approach
digital marketing not from a “Gee-whiz, that’s neat!” perspective, but from a “What real
changes are going to provide opportunities and challenges for our clients?” perspective.
From mobile to marketing automation to B2B e-commerce to social and content
marketing, we covered the bases with trends we feel will have the most impact on your
business. Whether you’re a financial services firm or a specialty chemicals manufacturer,
what we’ve proposed is relevant to any brand that is looking to influence the various
decision makers along the buyer journey.
Our predictions and trends highlight:
What are the business drivers causing the trends
What you can reasonably expect to achieve by adopting them
The business consequences of not adopting them
We’ve peppered in compelling research and insights from third party sources (e.g.
studies, charts, infographics) to deliver our proof points. We’re here to empower and
educate our clients to make some of the most important decisions to meet their business
goals and objectives. And, it would make our day to know that you learned something
new from what we’re so passionate about doing everyday.
What are your thoughts on our 11 B2B marketing predictions and trends for 2015? Have
any others of your own to add? We’d love to hear your thoughts in the comments below.
The document provides recommendations for High Note, a music streaming service, to increase adoption of its premium paid service. It recommends: 1) Expanding the differences between the free and paid services and ensuring users understand premium benefits. 2) Encouraging premium users to connect with free users to influence them to upgrade. 3) Leveraging referral programs and social media marketing to increase free users and convert some to premium. It also provides findings from qualitative research on competitors and quantitative analysis of High Note user data.
A guide to realistic social media and measurementAdam Vincenzini
Social media measurement and performance analysis is one of the most debated topics in the current marketing environment.
Recently I hosted a workshop for the PRIA which attempted to put social media measurement in perspective, especially when linking it to tangible business objectives.
This is not an exhaustive presentation, nor will it answer every question linked to social media measurement, but it will hopefully give you a useful resource to refer to.
Insight that drives sales: How Sun Life Financial leverages insight to create...Vision Critical
Learn how Sun Life Financial used customer intelligence to create targeted marketing messages and saved nearly $1 million in market research costs in the process.
Martin van der Roest, Cadence9 - Speaking at the 2014 Content Marketing Retreat, Langley, WA
"Findings of the Measuring Content Marketing Survey - The Best Practices in Measuring Content Marketing - Survey Results"
Martin will present the findings of the “Best Practices In Measuring Content Marketing Results” survey. The focus of the presentation will be how big brands and small businesses are succeeding and failing in measuring content marketing results and ROI.
This document discusses content marketing metrics and strategies for success, including focusing on high value keywords from keyword research, tracking keywords that bring traffic to content, and creating altruistic content inspired by keywords that provides value to users. Case studies are presented showing content that ranked for hundreds of keywords and brought thousands of daily visits without going viral. The document also discusses keywords for B2B content about sales pitches and strategies for graphics with SEO.
This presentation, taken from our "Lifting the Lid on Performance Content" event examines:
- Defining demand across the key points in the user journey
- The value and role of platforms across the key digital touchpoints with your brand
- How to measure effectiveness when traditional metrics are no longer a true reflection of performance
The document discusses content measurement and marketing ROI. It provides examples of how to track engagement, leads, sales, and profit from various marketing initiatives like emails, webinars and nurturing programs. Metrics include reach, engagement counts, marketing expense, cost per lead or engagement. The document also discusses attributing results to multi-touch marketing efforts and optimizing the marketing mix and tactics based on performance data.
Using Content Analytics To Amplify The “Voice of the Customer”G3 Communications
Best-in-class Content Analytics provides an advanced search and analytics platform that enables better decision-making from the enterprise content, regardless of the source or format. Using Content Analytics, retailers can understand the meaning and context of human language. By rapidly processing information, Content Analytics allows organizations to improve knowledge-driven search and surface new insights from enterprise content.
IBM’s Content Analytics uses the same Natural Language Processing (NLP) technologies as IBM Watson DeepQA, the world’s most advanced question-answering machine. This webinar will explain how companies can apply IBM Content Analytics to customer email, call center logs, chats, correspondence and other forms of text and “unstructured” content to obtain a more detailed and accurate understanding of customers, products, market segments and competitors.
Content analytics uses semantic technologies to unlock business value from unstructured content like text. It answers important questions by automatically analyzing text to extract features, trends, quotes, and regulatory clauses. Content analytics offloads tedious manual tasks and provides high-level insights through APIs and a modular architecture that includes parsing, annotation, and classification capabilities.
Plugged - A Content & Performance Marketing Company - Digital Agency London Plugged
Plugged is a strategic digital marketing agency focused on results. Our aim is to connect consumers with brands through content and performance marketing. Combining research and analysis with strategic consultancy, we help our clients harness their brand by developing an effective suite of marketing activity to maximise customer engagement and drive sales growth.
From developing ECRM strategies to creating effective brand partnerships, we've helped each and every one of our clients to become better connected with their customers. Plus we've got the results to prove it.
[POMP FORUM 2015]Nujno potrebni vsebinski kazalci iz ozadja, Rebecca lieb pom...PM, poslovni mediji
Kako optimalno izmeriti učinkovitost vaše vsebine? Rebecca Lieb se bo na podlagi uspešnih študij primerov, ozrla preko že znanih merilnih praks (všečkov in prodaje) ter nam predstavila tiste, nekoliko manj očitne indikatorje učinkovitosti, brez katerih v vsebinskem marketingu ne gre.
What's the dollar value of a well-timed tweet? How do you turn a blog post into a revenue stream? Did a "like" really increase the value of my brand?
In this 1-hour webinar, industry analysts Susan Etlinger and Rebecca Lieb share their latest research on Content Marketing Performance: A Framework to Measure Real Business Impact. Using a pragmatic measurement framework, they’ll share how you can measure your content marketing and content strategy efforts, including six value propositions and sample metrics for each.
Download the full report at: http://pages.altimetergroup.com/content-marketing-performance-report.html
Watch the webinar at: http://www.slideshare.net/Altimeter/webinar-content-marketing-metrics-altimteter-group
Content Marketing Performance: A Framework to Measure Real Business ImpactRebecca Lieb
This webinar discusses a framework for measuring the real business impact of content marketing. It provides six case studies of companies successfully measuring different aspects of their content performance. The webinar advocates developing measurement strategies focused on key business outcomes and informed by an understanding of available metrics and data. It stresses that measurement must be a foundational principle of content strategy for organizations.
This document provides a framework for measuring content marketing performance. It discusses the challenges of measuring content impact and outlines key performance indicators (KPIs) across several areas: brand health, marketing optimization, revenue generation, operational efficiency, customer experience, and innovation. The document also presents case studies of six companies that have developed successful content measurement strategies, highlighting the metrics and business results achieved in each case. It concludes with recommendations for crafting a comprehensive content measurement strategy.
Celgene Patients Partners Webinar: Breaking Through the Clutter To Inform You...Hans Kaspersetz
This document summarizes a webinar presentation about using content marketing strategies to break through clutter and inform audiences. It discusses common challenges like limited budgets and reaching target audiences. It then outlines strategies for effective content marketing like creating long-form, in-depth content that answers user questions to rank highly in searches. It emphasizes focusing on relevance over keywords and readability. Finally, it suggests steps for organizations like aligning content and editorial missions with corporate goals and setting aligned KPIs and budgets.
Content strategy is more important than ever in today’s healthcare climate.
For years, many traditional healthcare companies have treated content as an afterthought, creating an archive of disconnected messages without strategic business purpose.
At Prophet, we see healthcare companies revisiting their own content strategies today. Some are discovering disjointed messages and inconsistent experiences across websites, events, pitch materials, social channels and traditional advertising. Others have struggled to realize or identify the impact of the resources they dedicate to content today.
As the demand for relevant content grows, and as its production expands across different pockets of an organization, the difficulties associated with content management and direction can grow as well.
This is our approach to crafting strategic content for the healthcare industry, including some case studies.
The document discusses the rise of content marketing and the role of content engineers. It defines a content engineer as someone who blends creative and analytical skills to develop relevant content across different channels and measures performance. The presentation provides tips on how to listen to customers, engage them in conversations, create a virtuous marketing cycle, and establish a culture of measurement.
This document provides an agenda for the "Advancements in Content Marketing 2014" conference taking place from November 12-14 in Dallas, Texas. The conference will focus on sharing case studies and techniques from leading brands to help attendees increase their content marketing results. Sessions will cover topics such as utilizing wearable technology, social media engagement strategies, social listening, programmatic advertising, and content measurement. Speakers include executives from Nike, Condé Nast, Facebook, and other major companies. Attendees will include those in marketing roles such as CMOs, VPs of digital/content marketing, and heads of social media.
Driving Revenue with Interactive Content ScribbleLive
How does interactive content contribute to your revenue goals?
Download this presentation to find out:
A leading expert's take on using content marketing to drive leads and revenue; An overview of the six stages that make up interactive content success; How you can better target customers in all stages of the journey; and 3 customer examples that showcase revenue generation with interactive content.
This document discusses marketing strategies for innovative products and services. It begins by defining innovative products as new or improved products that provide value to customers. It emphasizes that marketing is crucial for innovative products to create awareness, generate interest and drive sales. The document then covers understanding the market through identifying target audiences and customer needs, as well as market segmentation and positioning. It also discusses the importance of product innovation, and specific marketing strategies such as differentiation, pricing, promotion, and distribution. Finally, it outlines challenges of marketing innovative products like market resistance and competition.
How to Create a Successful Content Marketing Strategy? | The Entrepreneur ReviewTheEntrepreneurRevie
Here are 6 Ways to Create a Successful Content Marketing Strategy: 1. The Foundation: Research and Analysis 2. Ideation and Content Creation 3. Crafting Engaging Content 4. Converting Prospects into Customers 5. The Era of AI and Content Marketing 6. The Psychology Behind Content Attraction
The document discusses how to measure the impact of social media marketing using metrics that relate to core business objectives like sales, revenue, and costs. It recommends translating social media metrics like exposure, influence, engagement and conversions into these core metrics and using tools like Google Analytics and HootSuite to track social media campaigns and compare their performance to other marketing channels. A case study of how a company used YouTube and social media to promote an app is also presented.
Exploring the Impact of Social Media Trends on Society.pdfolivalibereo
The movements and patterns in user behavior, platform features, and content preferences that are observed across a variety of social media platforms are referred to as social media trends. In order for businesses to effectively engage their audience and optimize their return on investment (ROI) via social media, it is essential for them to stay current with these trends.
Digital Notebook is worldwide acclaimed digital marketing agency & company in Noida India that has set new and better quality standards for services delivered within the sector of digital marketing. We strive relentlessly to stay up with customer expectations and satisfaction within the field of selling and advertisement. It happen to be the foremost creative and client friendly top digital marketing agency in India
Social Media Marketing Trends 2024 - Noboru Worldkartik290054
Explore the cutting-edge strategies and emerging trends shaping the landscape of social media marketing in 2024. Stay ahead of the curve with insights into the latest innovations, tactics, and technologies driving engagement and brand success across social platforms
The Death of Marketing & The Rise of the Content Engineer 2schulmanthorogood
The document discusses how customer behaviors and demands are changing, requiring companies to adapt their marketing approaches. It outlines the rise of user-generated content and social media as important conversations that companies need to listen to. It then provides guidance on how to become a "content engineer" by understanding goals, creating a content strategy, using data analytics, developing relevant content, distributing content widely, and continuously measuring and optimizing efforts.
The Power of Social Media: Strategies for Effective Marketingabdulwaheedsq3434
In today's digital age, social media has emerged as a powerful tool for businesses to connect with their audience, build brand awareness, and drive sales. With billions of active users across various platforms, social media offers unparalleled reach and engagement opportunities for marketers.
In this one-hour webinar, Rebecca Lieb will share findings from her recent research report on how content marketers should go about selecting content marketing tools. With input from 143 ecosystem contributors, we'll explore the plethora of content tools available, how the market is evolving, and how marketers should think about content tool selection.
Similar to Measure Content Performance with Less-than-Common Metrics (20)
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
6. The need to ‘feed
the beast’ is a
tremendous
organizational
imperative, cost,
and ongoing
requirement.
7. Welcome!
• A Framework for Measuring Content
Marketing Performance
• 6 Case Studies of Brands Doing it Well
(and what they measured)
• Next Steps on Crafting a Content
Marketing Measurement Strategy
12. Content and the response to that
content that signals how
communications augment or detract
from the health of the brand.
Measures of interest and behavior.
13. Seattle Seahawks’ objective:
Use the digital medium to build more
engagement between Seahawks and fans (not
just an extension of broadcast)
14. Their social media team
assessed content
performance to determine
what was resonating with
fans (both the community
and as individuals)
15. Engagement and audience across
network grew significantly
The team used
this data to
inform its
communication
strategy and
optimize tactics
going forward.
19. Rokenbok created YouTube videos both to entertain
and demonstrate the products. Then customers
started creating their own videos using the product.
Both informed keywords, segments, targeting, etc.
20. Rockenbok’s online video strategy
helped transformed their business model
from bricks-and-mortar to e-commerce
of Rokenbok’s customers
now come from
#1 source of
traffic to the site
50%
22. Content to help drive prospects and
customers through the funnel
23. Zenni Optical used search, offsite
content, social media to engage
customers through the buying process
24. Zenni’s content experiences drove results
across the entire customer journey
Paid & organic traffic, social media likes,
followers
Cart size, time to purchase, conversions
Loyalty, engagement, revenue potential;
Revenue impact (short term and long term)
Crowdsourced new product ideas
Consideration
Purchase
Innovation
Loyalty
26. Content strategy must account for operational
efficiencies like cost control, content
repurposing, risk management, employee
engagement, etc.
27. Unilever manages numerous brands, hundreds of
millions of fans, thousands of people involved in
the content process. Efficiency is key--
28. Investing in collaborative tools to scale
content globally across 30 brands, 40
agencies, and 20 markets helped
Unilever reduce time to create and
publish content and increase output
significantly.
30. Content can demonstrate value not just in
attracting leads and increasing sales but
also in the realm of customer support and
service, a significant cost center in most
organizations.
31. Sony identified a user-submitted troubleshooting
post viewed 42k times in 2 weeks
A phone call costs the brand €7; Viewed 42k times in 2 weeks,
Sony affixed a value of €294k (€7 x 42k) to a single piece of
content, then developed more content to address the pain point.
33. Content can be an extremely effective and
efficient way to solicit ideas and engagement
from community members and contribute to
multiple organizational objectives.
34. Domino’s Australia wanted to better engage
customers to create their own pizzas
…they even paid them!
44. Thank You!
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be
reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The
authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for
interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not
constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising
or product endorsement purposes. The opinions expressed herein are subject to change without notice.
Rebecca Lieb
Analyst, Author, Advisor
@lieblink
In just a few years, content marketing has become a priority for most companies, to the point that content tactics are already claiming an average of 39% of their total ad/marketing budget.
https://www.marketingtechblog.com/content-marketing-adoption-tactics-results-2014/
as participation in content initiatives increases and permeates the outward-facing and non-marketing divisions such as human resources, customer service and support, product groups, research and development, etc., which we call the Culture of Content metrics and KPIs that are applied to content correspondingly shift.
Each point in the compass represents an opportunity for business-centric measurement; that is, measurement that directly ties to business objectives and strategies.
These are by no means exhaustive, but should provide a starting point for organizations eager to derive deeper insights from the performance of their content. In many cases, the same “raw” metrics can be used as ingredients to answer many types of questions. In other cases, there are business or strategy-specific metrics that require data from other tools or sources, such as web analytics, business intelligence, market research, email marketing or CRM systems.
It can be expressed in sentiment, topic drivers, sharing behavior, likes, retweets and other measures of interest and attitude. While listening is a useful tactic to understand drivers of brand health, content can be useful to address issues, raise awareness and, overall, communicate at scale. From there, responses to content—viewing behavior, sharing behavior, sentiment expressed about the content, even audience growth— show how the content is performing and whether it is augmenting or detracting from the health of the brand.
The Problem
The Seattle Seahawks’ social media team wanted to leverage the tremendous real-life conversations about the Seattle Seahawks authentically, but in a digital context. Its goal was to use the digital medium to build more engagement between the Seahawks and fans, rather than as an extension of broadcast.
The Approach
To increase engagement and better understand fan sentiment, the Seahawks’ social media team
used Simply Measured to assess content performance to determine which content resonated with fans, both as a community and as individuals.
The Result
The results of the Seahawks’ social media efforts were clear: a 40% increase in overall audience, measured by followers per platform, and a 173% increase in engagement across social networks, measured as an aggregate of major channels (Facebook, Twitter, Instagram, Google+) and compared to an average during the playoffs. The Seahawks’ social media team used this data to inform its communications strategies and measure and optimize its tactics going forward.
Rokenbok manufactures high-end toys that combine construction sets with robotics. Five years ago, 80% of the company’s customers discovered the products in brick-and-mortar specialty toy stores, 20% via word-of-mouth. There was no digital component to either sales or marketing. When economic shifts led to the decline of the specialty toy retailers Rokenbok relied on to
showcase and demonstrate its complex products, the company found itself threated. “It’s not obvious to folks from static images what our toy system is, or how you play with it,” says
Rokenbok CEO Paul Eichen.
After experimenting with demos at malls and tradeshows, the company began to create mini-
videos created with Rokenbok’s toys. These serve not only to entertain, but also to demonstrate products that require a $50-$100 investment from buyers. The company doesn’t expect a
conversion at first touch, so relationship building is key. The company also showcases user-made videos on its YouTube channel, many made by teens who have been using the products since early childhood, creating retention, loyalty and word-of-mouth. Videos are also targeted to prospects with YouTube’s TrueView in-search and display ads, helping the company to discover target audiences and keywords relevant to their core kid and family segments.
Half of Rokenbok’s customers now come from YouTube, the #1 source of traffic to the site. The
company has transformed into an e-commerce only business, from a very recent legacy of selling exclusively in bricks and mortar specialty stores. In short, Rokenbok's business model transformed via a goal-oriented content strategy.
Zenni Optical, a provider of prescription glasses and accessories, wanted to build brand awareness and drive sales, while increasing the efficiency of their marketing campaigns.
The Approach
Working with Wpromote, Zenni added a content layer to the customer journey and buying process, with the aim of making the experience of buying eyeglasses in the digital realm as fun and engaging as it can be offline. And, because the glasses are inexpensive, consumers have the option to treat their eyeglasses like accessories, and change them according to outfit or mood.ixThe company used search and off-site content to drive new customer acquisition, incorporating leveraged email marketing and social media such as Instagram hashtag campaigns (#zennifashion), blog posts and other tactics to support customers throughout the digital buying cycle. The idea was to use content to show how fun the glasses and experience could be, and encourage customers to approach the buying experience playfully and socially.
The Approach
Unilever partnered with content marketing platform Percolate in a pilot program to attempt to
create global content marketing efficiencies across three brands: Knorr, Hellman’s and Surf.
Teams were trained on the platform, and both global and local KPIs were established. All content, design, local specifications and publishing are centralized in one governed environment. Global images are hosted centrally, easily accessible by all teams. Key features of this campaign included brand prompts prior to publishing; a centralized dashboard tool for calendar and creation, as well as communication and feedback; shared, customizable assets; and customized metrics linked to KPIs with visual data displays.
The Result
Unilever experienced reduced time to create and publish content, and increased output (significantly, in some markets). Investing in collaborative tools to scale content globally over more than 30 brands, 40 agencies and 20 different markets has coordinated activities while reducing costs per post. (This translates to an estimated $10 million in annual savings if applied across the entire organization). Based on these efficiencies, Unilever increased implementation by 300% more licenses and now operates in about 80 countries across approximately 40 brands.
For Unilever, digital marketing efforts are particularly resource-intensive given its global scale, the large number of brands in its portfolio, multiple agency partners, and regional variances in support and expertise. On Facebook alone, the €14 billion conglomerate has hundreds of millions of fans, over a thousand people involved in the content process, and over 360 new posts daily. Creating efficiencies, brand consistency and effectiveness on a truly global scale while simultaneously managing operational costs are obvious, as well as formidable, challenges.xi
Nico Henderijckx, Sony’s European forum and community manager, points to an example. A recent how- to troubleshooting post, written by a volunteer super-user (i.e., at no cost) on Sony’s community site, was viewed by 42,000 visitors within two weeks. Leveraging data around who was interacting with this specific piece of content not only helped Sony identify the need for similar creative content but also helped affix value to it. A call to the call center costs the brand €7. The potential value of this one post, then, in just a fortnight was €294,000 (€7 x 42,000).
The Problem
Sony Europe’s call center staff found themselves repeatedly helping customers to troubleshoot a
specific issue with a specific model TV set. Each call cost the brand €7.xii
The Approach
According to Nico Henderijckx, Sony Europe's forum and community manager, one of the company’s volunteer customer forum super-users wrote a how-to troubleshooting post addressing the issue and outlining a solution. The post cost Sony nothing (as it was written by a volunteer), but was visited by 42,000 visitors in the first two weeks it was live. Leveraging data around who was interacting with this specific piece of content not only helped Sony identify the need for similar creative content but also helped affix value to it.
The Result
A call to the call center costs the brand €7. So the monetary value of this one post in just a fortnight was €294,000 (€7 x 42,000). Roughly translated, that’s $350,000. In this case, internal,
cross-departmental communication about content needs was as essential to ROI as was identifying the specific type of content to address a customer problem.
The Problem
Domino’s Australia wanted to find a way to engage consumers to create their own pizza ideas,
even to the point of compensating them for sales of pizzas they designed.xiii
The Approach
To that end, they began a campaign in 2014 Called “Pizza Mogul,” with the tagline: “Create. Share. Earn.” The concept was simple: customers could log in to the Pizza Mogul site, create a pizza, share it, and earn money on its sales.xiv According to the Wall Street Journal, one pizza designer earned roughly 32,000 Australian dollars ($27,800) from his contribution. The concept was successful in Australia, but FTC rules governing sponsored content may prohibit U.S. companies from launching similar programs.
The Result
Domino’s Australia quantified its results simply: which were the most popular pizzas, and who
earned the most from their recipes? The clever twist to this strategy was that the KPIs in themselves made for interesting content, which may also have spurred continued interest.
Domino’s Australia quantified its results simply: which were the most popular pizzas, and who
earned the most from their recipes? The clever twist to this strategy was that the KPIs in themselves made for interesting content, which may also have spurred continued interest.
Measurement must be the foundational principle of content strategy. In fact, there is no content strategy without measurement strategy. Before embarking on a content initiative, irrespective of medium or platform, it’s important to know what you want toachieve. Is it to drive more awareness? Build an audience? Encourage people to convert? Reduce call center expense by deflecting appropriate queries to a digital channel? Each requires different metrics—for content, yes, but also to calculate whether you have achieved your goal. Set and prioritize goals and desired outcomes, developKPIs to track these, and measure and iterate constantly.
Every measurement strategy must focus on business outcome. Content metrics can be notoriously volume or vanity based, rather than outcome-based. This means that counting likes, shares or organic reach in and of itself likely doesn’t demonstrate
business value.
To do that, you need to show a business outcome, using the compass in Figure 1. For example:
a. An increase in reach can show audience growth.
b. An increase in shares (preferably combined with other measures of engagement) can show engagement.
c. To understand whether a content strategy has affected brand reputation, you must have a benchmark, and measure sentiment, and look at the before and after. It’s critical to have an analyst who can perform this correlation with an eye
to other confounding factors. For example, a “viral” video may be immensely
popular, but if there is a product recall, pricing change or other factors, it may be difficult or even impossible to assess the impact on the business overall.
Know your metrics and your data. Some signals, like click-through rate, are clear and relatively easy to assess. Measuring sharing behavior requires that an analyst assess multiple platforms--Facebook, Twitter, Pinterest, Instagram, others—to define what
“sharing” actually means. Compounding this issue is the fact that some of the most valuable data, for example, private Facebook data, Snapchat data, are not available for privacy reasons. So analysts must take that into account as they assess impact, and create defensible benchmarks as part of their process.
Be realistic about organizational capabilities and tools. Because content performance data comes in a variety of shapes and sizes, from various platforms, it often requires a great deal of manual intervention to analyze properly. This is simply a reality of the market today; content vendors often supply their own analytics dashboards, while social media tools also serve to measure content reach, resonance and other (content-specific) outcomes.
It is not uncommon to require a mixture of web analytics, content measurement, marketing technology and social media tools to assess the impact of content. As a result, content strategists should work with their analysts to develop a realistic (near term) and aspirational (longer term) measurement strategy. Otherwise, content strategists and business leaders will inevitably become frustrated, while analysts will burn out from all the manual work needed to deliver reports.