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#CMForum Content Marketing Analytics & Metrics Content Marketing Forum October 29, 2014 #CMForum
#CMForum
Content Marketing
Analytics & Metrics
Content Marketing Forum
October 29, 2014
#CMForum
#CMForum
Explorers & Content Marketing
• Require upfront investment.
• Fraught with peril & failure-prone.
• Have to face plenty of skeptics.
• Take you into uncharted waters.
• But can pay off big as well.
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Source:
Curata 2014 Content
Marketing Tactics
Planner Image Credit: Scott Anderson
“Royal Clipper”. CC BY 2.0
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The solution to date has been to increase
content production and promotion . . .
73% of B2B marketers are producing more
content than they did one year ago...
and using an average of 13 content tactics.
MarketingProfs / Content Marketing Institute
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• Scarce resources need better
allocation
• Great content marketing results are
hard to come by
• Investors demand to see a return
But time is running out…
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Consumption Sharing
Retention Engagement
It’s Time to Raise the Performance Measurement Bar
Content Marketing
ROI
Performance Operations
Cost Production
Marketing Pipeline
Impact
Top of
Funnel
Sales Pipeline
Impact
Middle of
Funnel
BOFU
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Consumption Metrics C
on
sum
pti
on
• Page Views
• Unique Visitors
• Ave. Time on Site
Site/Blog Asset Social Media Email Feeds
• Downloads
• Form
Completions
• Link Click-
throughs
• Clicks
• Open Rate
• Clicks
• Views
“The most success I've had is looking at conversion metrics
(downloads/registrations) and website traffic (blog posts) from
traffic sources. Either in aggregate (i.e., social vs. search. vs.
direct) or by a specific website, campaign, etc. By analyzing
the source of conversions/traffic, you can better understand
what content resonates and what audiences are valuable to
the business, assuming you can track them through to a sale.”
Rob Yoegel
VP Marketing Gaggle
@RobYoegel
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Marketing Pipeline Impact Metrics M
arke
tin
g
Pip
elin
e Im
pac
t • New Leads Generated (First, Last & Multi-touch)
• Existing Leads Touched
• Content Score
Site/Blog Asset Social Media Email Feeds
“At the end of the day why are we doing this? The
answer is for more leads. If the leads that are coming
into your pipeline are more qualified based on the
engagement with your content and are closer to
buying, then your content strategy is working.” Jason Miller
Senior Manager of Content
& Social
@JasonMillerCA
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Deep Dive:
Campaign Tracking in SF.com
Attributes What does it mean? So What?
Persistence Content connection persists
throughout the lead’s journey.
Track: • Leads generated per content
piece
• Impact of content on lead
conversion
Multiple Attribution More than one campaign can
be associated with a lead
record.
Enables a multi-touch attribution
model (multiple pieces of
content get credit).
Time Stamping The lead-campaign
association is time stamped
enabling you to replay the
user’s content consumption.
Enables identification of:
• “Last touch” attribution
• Impact on lead conversion
Lead Contact Opportunity
Campaign
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Sales Pipeline Impact Metrics S
ales
Pip
elin
e
Impa
ct
• % and $ Value of Opportunities
Influenced/Generated
• % and $ Value of Opportunities Won
Site/Blog Asset Social Media Email Feeds
“Revenue has to be the mother of all metrics. It's what we're
here for, right?”
Doug Kessler
Creative Director/Co-
Founder, Velocity
@dougkessler
“What’s the most important content marketing metric?. . .
How’s sales? Ultimately content marketing drives sales
success.” David Meerman Scott
Online Marketing
Strategist, @dmscott
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Influenced
Generated
Deep Dive: Content Marketing
Sales Metrics Cheat Sheet
$
%
Revenue
Pipeline
x x
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Operations & ROI Metrics O
per
atio
ns • Production
• Time to Live
• Content Throughput
• Content Backlog
Site/Blog Asset Social Media Email Feeds
“The power of content marketing goes far beyond generating
leads. It is critical to measure the increase in the Average
Value per Customer to reflect content marketing's
effectiveness in educating buyers and differentiating the
brand in order to increase purchase volume and earn long-
term loyalty. This additional profit margin generated helps to
justify the ROI of higher-cost content that truly improves the
quality of the lead and the customer relationship.”
Jim Lenskold
President, Lenskold
Group @jimlenskold
• Cost
• Production Costs per Post
• Distribution Costs per Post
• Promotion Costs
RO
I • Return on Investment
• Pipeline Influence per Word per Writer
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Building Your Own
“Dream” Dashboard
Step 1:
Assess Current Navigational
Capabilities
Step 2:
Identify Current &
Desired Metrics
Step 3:
Start Small . . . Measure/Track
the Basics
Step 4:
Expand to Include
Advanced Metrics Content
Quality
Content
Quantity
MPI SPI Production
Efficiency
Content Mktg.
Index
M etric W eek 1 W eek 2 W eek 3 W eek 4 W eek 5 W eek 6
Page Views
Subscribers
Downloads
Clicks
Open Rates
Ave. Time On-Site
Followers
Retweets
Leads Generated
Existing Leads Touched
Opportunities Generated
Existing Opportunities Touched
$ Value Opportunities Won
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Upcoming Webinar
How to Effectively Measure the ROI of Content Marketing
Nov. 6 12-1 PM EST Sign up today!
bit.ly/ROIExperts
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