Measuring Content Marketing
(the smart and simple way)
“Half the money I spend on
advertising is wasted; the trouble is
I don't know which half.”
– John Wanamaker
If we continue at this rate, a lot of time & money will be wasted on crap content.
Measuring content marketing is not hard,
when you know what to measure.
People who want to get better know three things
1. What they did today that worked
2. What they did today that didn’t work...
What to measure: what you want
Ask yourself – what are the three most important things from content?

For me:
1. Enquiries...
Don’t measure anything ‘because you can’.
Measure what makes a difference.
How do we measure this?
(will provide you with 95% of the answers you need, if you ask the right questions)
Tracking downloads, email signups & enquiries
from content with GA goals & event tracking
Tracking downloads, email signups & enquiries
from content with GA goals & event tracking
Tracking content link generation
Tracking social performance
Using these tools, I know…
• What worked
• What didn’t work
• What content was profitable / unprofitable
• What I should f...
Start with questions, create goals from those questions,
then seek tools / data that provide the answers.

Do not underest...
Thank You
Measuring Content Marketing: The Smart & Simple Way
Measuring Content Marketing: The Smart & Simple Way
Measuring Content Marketing: The Smart & Simple Way
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Measuring Content Marketing: The Smart & Simple Way

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Marcus' slides from his talk on 'measuring content marketing' at Content Marketing Association's February 2014 breakfast meeting. For more information see http://www.ventureharbour.com

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Measuring Content Marketing: The Smart & Simple Way

  1. 1. Measuring Content Marketing (the smart and simple way)
  2. 2. “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” – John Wanamaker
  3. 3. If we continue at this rate, a lot of time & money will be wasted on crap content.
  4. 4. Measuring content marketing is not hard, when you know what to measure.
  5. 5. People who want to get better know three things 1. What they did today that worked 2. What they did today that didn’t work 3. What they should change tomorrow
  6. 6. What to measure: what you want Ask yourself – what are the three most important things from content? For me: 1. Enquiries through the website 2. Links / traffic 3. Email subscribers
  7. 7. Don’t measure anything ‘because you can’. Measure what makes a difference.
  8. 8. How do we measure this?
  9. 9. (will provide you with 95% of the answers you need, if you ask the right questions)
  10. 10. Tracking downloads, email signups & enquiries from content with GA goals & event tracking
  11. 11. Tracking downloads, email signups & enquiries from content with GA goals & event tracking
  12. 12. Tracking content link generation
  13. 13. Tracking social performance
  14. 14. Using these tools, I know… • What worked • What didn’t work • What content was profitable / unprofitable • What I should focus on tomorrow
  15. 15. Start with questions, create goals from those questions, then seek tools / data that provide the answers. Do not underestimate simple solutions.
  16. 16. Thank You

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