Aquent/AMA Webcast: Measuring the Impact of Content
Post on 26-Aug-2014
971 Views
Preview:
DESCRIPTION
Transcript
!
Measuring the IMPACTof Content
Content!is!now!a!staple!of!marketing.!But!how!do!you!best!measure!it's!impact?During!this!AMA!Webcast!featuring!Chris!Penn!of!SHIFT!Communications!you!willlearn!practical!advice!on!measuring!the!effectiveness!of!your!content!efforts.
MEASURING THE IMPACT OF CONTENT MARKETING CHRISTOPHER S. PENN
January 22, 2014
ABOUT SHIFT
BREAKER SLIDE: Text is justified left. Place slanted line approximately ½ character length from the nearest part of the 1st character
AGENCY OVERVIEW
3
BOSTON NEW YORK SAN FRANCISCO
SHIFT is among the top 5 firms that “will feature heavily in a future where PR is at the hub of a new era of brand communications that transcends marketing.”
ESOP EMPLOYEE STOCK OWNERSHIP PLAN
100 PROFESSIONALS
TECH & CONSUMER
VOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B MARKETERS
SMALL AGENCY OF THE YEAR DIGITAL/SOCIAL AGENCY OF THE YEAR
2013
2012
4
#AMAAquent Slides & Tweets:
www.shiftcomm.com/amaaquent
Plus high quality audio recording in a few days
HOUSEKEEPING
CONTENT MARKETING
WHAT IS CONTENT MARKETING?
6
WHAT IS CONTENT MARKETING?
7
Content Marketing is owning, as opposed to renting media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior. – Content Marketing Institute
The point of content marketing is to help your content reach your audience. Tweet it: www.shiftcomm.com/amaaquent
3 CORE OUTCOMES
9
3 CORE OUTCOMES
10
3 CORE OUTCOMES
11
THE OLD DAYS
12
WE ARE DROWNING IN CONTENT
13
MARK SCHAEFER’S CONTENT SHOCK
14
THE CONTENT SQUEEZE
15
Content supply is increasing; hours in a day are not. Mediocre content will be buried alive. Tweet it: www.shiftcomm.com/amaaquent
LET’S TALK ABOUT MAKING GREAT CONTENT
17
THE PENALTIES FOR BAD CONTENT
18 “So stick a fork in it: guest blogging is done; it’s just gotten too spammy.”
THE PENALTIES FOR BAD CONTENT
19
Obscurity is your greatest enemy, and bad content is a top culprit. Tweet it: www.shiftcomm.com/amaaquent
CONTENT MARKETING
STRATEGY
THE EARNED MEDIA HUB
22
RESEARCH
23
CREATIVE
24
Focus your content marketing budget on research and creative if you have the choice. Tweet it: www.shiftcomm.com/amaaquent
MESSAGING
26
Your core values tell you what kinds of content you may not create. Tweet it: www.shiftcomm.com/amaaquent
CONTENT
28
Automated content creation tools are inherently bad because they’re not unique. Do your own work! Tweet it: www.shiftcomm.com/amaaquent
CONTENT
30
L L L
CONTENT
31
LAUGH L L
CONTENT
32
LAUGH LEARN L
CONTENT
33
LAUGH LEARN LOVE
If your content doesn’t make you laugh, learn something, or love it, it’s bad content. Tweet it: www.shiftcomm.com/amaaquent
THIS IS WHERE MOST CONTENT MARKETING STOPS.
OWNED
36
PAID
37
EARNED
38
The moment any piece of content is shared, it becomes earned media and instantly more credible. Tweet it: www.shiftcomm.com/amaaquent
CONTENT MARKETING
IMPACT
3 CORE OUTCOMES
41
REFLEX
42
SEARCH
43
• Organic search traffic • Branded keyword
appearances (where possible)
• SERPs
SOCIAL
44
• Followers/Fans/Likes (they still matter)
• Engagement • Votes • Shares
EARNED
45
• Coverage • Reputation • Reach
OWNED
46 • Traffic to owned properties • Engagement
PAID
47 • Ad performance • Ad sharing
MARKETING
48
• List growth • List quality
SALES
49
• Sales opportunities • Closed won deals • The “Jerry Maguire”
REFLEX
50
No one metric will tell you how your content is doing, just as no one number tells you how healthy you are. Tweet it: www.shiftcomm.com/amaaquent
CASE STUDY: TWITTER IPO
RESEARCH
53
CREATIVE
54
Doing what everyone else has done will not get you what everyone else has gotten. Do something new. Tweet it: www.shiftcomm.com/amaaquent
CREATIVE
56
MESSAGING
57
CONTENT
58
OWNED
59
OWNED
60
EARNED
61
EARNED
62
PAID
63
PAID
64
PAID
65
CONTENT MARKETING
IMPACT
SEARCH
67
SOCIAL
68
EARNED
69
OWNED
70
PAID
71
MARKETING
72
SALES
73
WEIGHTING AND ATTRIBUTION
74
SO WHAT?
SEARCH
76
• Content marketing not targeted enough
• Not enough outreach/placement (hey, hire a PR firm!)
• Not using best practices
SOCIAL
77
• Audience too small, content not getting enough reach, build more audience
• Maybe pay to grow audience • Content a mismatch to
audience?
EARNED
78
• No one covering you? A PR firm can help your content stand out, wink wink nudge nudge
• No one sharing = content not compelling enough
OWNED
79 • Not seeing traffic increases?
Maybe too much lives off-site • Other content on site
attracting searches but non-compelling
• Insufficient quality and quantity of calls to action
PAID
80
• Not getting ad performance? Try linking up your content to your ads
• Use content marketing to remarket ad audiences and boost ROI
MARKETING
81
• List not growing? Your content marketing may be to blame
• Test incorporating less or more curation to diagnose marketing engagement
SALES
82
• Sales not closing? Maybe content is too rich, cannibalizing sales
• Maybe content doesn’t support the sales narrative
REFLEX
83
FIX THE MOST BROKEN THINGS
REFLEX
84
There is, of course, much more to this model than what we’ve shared here, but that’s secret sauce territory, and we’re happy to work with you.
TOP 3 TAKEAWAYS
No content is better than bad content. Do it well, or not at all. Tweet it: www.shiftcomm.com/amaaquent
The point of content marketing metrics is to tell you what to fix next. Tweet it: www.shiftcomm.com/amaaquent
Stop chasing easy and start chasing great. It’s the only sustainable long term content strategy. Tweet it: www.shiftcomm.com/amaaquent
89
Web: www.shiftcomm.com Twitter: shiftcomm.com/t
Facebook: shiftcomm.com/f LinkedIn: shiftcomm.com/l Google+: shiftcomm.com/g Pinterest: shiftcomm.com/p Instagram: shiftcomm.com/i
SEE ALL THIS LIVE EVERY DAY
90
Slides & Tweets: www.shiftcomm.com/
AMAAquent Plus high quality audio recording in a few days
HOUSEKEEPING
THANK YOU! QUESTIONS?
THANK YOU: Template layout is the same as the title slide
top related