Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to set content marketing goals and attribute the right metrics

627 views

Published on

Attempting content marketing without clear content marketing goals and metrics isn't worth doing; It's like nailing jelly to the wall. It won't stick.
Content Marketing is about creating relevant, customer-centric marketing content that moves your potential customers along their buying cycle, toward a decision to purchase from you.
But before you create content to support your marketing efforts, you need to answer several baffling questions like: What types of content should you use? What channels should you engage audiences in? What calls to action should you focus on? What interactions should you measure? What metrics should you track and report on, and how frequently: Daily, weekly, or monthly?
A goal setting framework gives purpose to your content marketing
The purpose of this presentation is to introduce several helpful frameworks for setting content marketing goals and metrics.
Goals are essential to the completion of any strategic activity that requires the best use of resources: Goals give us purpose, destination and direction.
Content marketing is complex and it needs clarity of focus, buy-in from team members, and regular updates for stakeholders on how the activity is tracking toward goal.
I delve beyond Jay Baer’s 4 Buckets of Content Marketing metrics, to oultine a more complete framework for tracking 7 content marketing metrics that marketers simply can’t afford to ignore, and the tools to track them.
Metrics make us accountable to answer tricky questions about content marketing performance like: Does our content appeal to our key audiences? Which formats are working and which aren’t? How is content influencing audiences? Are we forging the basis of better long-term and more efficient relationships with existing and future customers? And how is all of this content activity contributing to our bottom line?
This presentation comes from the Content Marketing Essentials webinar series I produced for Idio, the content intelligence platform, built to help marketers think and act more strategically with their content marketing.

Published in: Marketing
  • Be the first to comment

How to set content marketing goals and attribute the right metrics

  1. 1. Content Marketing Essentials: Part II Content Marketing Goals: A framework for setting goals and identifying metrics
  2. 2. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots
  3. 3. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots Agenda 1.  The role of content marketing in the buying cycle 2.  Benefit of content marketing goals 3.  Four habits of successful marketers 4.  Inverted vision-based goal setting approach 5.  Anatomy of a content mission statement 6.  How to set SMART goals 7.  Content marketing metrics & how to establish the business case
  4. 4. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots03 The Role Of Content In Marketing Source: Newscred
  5. 5. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots03 The Benefits Of Clear Content Marketing Goals
  6. 6. Techniques For Setting Content Marketing goals
  7. 7. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots
  8. 8. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots 4 Habits Of Successful Content Marketers 1. 2. 3. 4. Understand your position Get your people onboard Support long term goals with short term Use all data available
  9. 9. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots Credit: Smart Insights
  10. 10. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots Marketers Choose Content Marketing For:
  11. 11. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots
  12. 12. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots The Savvy Approach To Content Marketing
  13. 13. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots How A Vision-Based Framework Works
  14. 14. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots
  15. 15. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots
  16. 16. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots
  17. 17. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots
  18. 18. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots
  19. 19. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots
  20. 20. Metrics: Tools & Techniques For Tracking Performance
  21. 21. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots Most Marketers Use Metrics To Assess
  22. 22. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots Content Marketing Performance Metrics Categories Jay Baer’s 4 Metrics Buckets @convince & convert
  23. 23. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots
  24. 24. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots
  25. 25. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots
  26. 26. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots
  27. 27. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots
  28. 28. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots
  29. 29. Techniques For Establishing The Business Case
  30. 30. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots
  31. 31. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots Recap Metrics 1. 2. 3. Categorize metrics into one of four performance buckets Track the right metrics with tools on the metrical framework Report content marketing performance using language your superiors understand
  32. 32. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots Credit: Forrester Research
  33. 33. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots COMING SOON!...(19th February, 4pm GMT) How To Measure & Evaluate Content Marketing ROI: And prove it to your boss! 1.  Calculating investment in content creation and distribution channels 2.  Translating time invested into money 3.  Attributing metrics and calculating the return on content marketing investment 4.  Reporting content marketing performance to stakeholders and hierarchy
  34. 34. Thank you for your time. Questions? Stephen Bateman Concentric Dots stephen@concentricdots.co.uk @concentricdots Andrew Davies idioplatform.com andrew.davies@idioplatform.com @idioplatfrom
  35. 35. Content Marketing Goals – A framework for setting goals & identifying metrics Join the conversation – Tweet your comments to #contentgoals @idioplatform @concentricdots

×