According to CMI, 49% of B2B and 51% of B2C marketers are challenged by measuring the ROI of their content marketing. Learn what it takes to understand the challenges associated with content measurement and how to begin apply metrics to your content marketing efforts moving forward. This presentation was given as a guest lecture at the Fashion Institute of Technology in New York City in June 2015.
4. 51%49%
of B2B Marketers
ARE CHALLENGED BY MEASURING THE
ROI OF THEIR CONTENT MARKETING
According to the Content Marketing Institute
of B2C Marketers&
5. 60%
STILL USE WEB TRAFFIC TO
MEASURE THEIR SUCCESS WITH
CONTENT MARKETING
According to the Content Marketing Institute
of B2B Marketers
11. “You must first set marketing goals for your content that
are aligned with your business objectives, understand
your target audience including what types of content
they like and where they look for content, and develop
appropriate content marketing metrics.
–Heidi Cohen
Chief Content Officer of Actionable Marketing Guide
13. •Where your organization fits into the industry
•What your pain points are
•What you are already doing
•What gaps exist in your current strategy
•Where you need help
STRATEGY DISCOVERY
PROCESS TO MAP OUT:
14. with internal and external stakeholders
what you’re looking to accomplish and
how content can be leveraged.
PLAN AND DISCUSS:
15. the objectives that align with your
audience, offerings and budget.
IDENTIFY AND SELECT:
16. • Customer Retention/Loyalty
• Engagement
• Brand Awareness
• Sales
• Customer Evangelism
• Lead Generation
• Lead Nurturing
• Upsell / Cross Sell
TYPES OF GOALS
17. PAIR METRICS WITH
THESE GOALS
+ + +
CONVERSION REACH ENGAGEMENT
•Email Sign-Ups
•Downloads
•Requests for
Information,
•Sales
•Pageviews
•Video Views
•Impressions
•Unique Users
•Open Rates
•Comments,
•Shares
•Time on Site
•Click-to-Open
Rate
18. “You’ve got to wean yourself off
vanity metrics.
–Joe Chernov
VP of Content at HubSpot
VANITY METRICS vs. ACTIONABLE METRICS
19. Scale slowly with content
measurement to avoid too many data
points overwhelming your approach.
CHOOSE 2-3 GOALS TO
MEASURE SUCCESS
20. Set up a reporting system to
monitor your results
with content marketing.