What is the Content Marketing Index?
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What is the Content Marketing Index?
Martin van der RoestPresident and Co-Founder@vanderroest @bataviaresearch
#socalbma @socalbma
Copyright 2014, Batavia Research 2
Technologist at heart
Copyright 2014, Batavia Research 3
Launched my first business 28 years ago
Copyright 2014, Batavia Research 4
Discovered inefficiencies of social media and content marketing
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Launched Cadence9 to automate content marketing process
finding the right audience
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Finding prospects that are engaged in content marketing
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Went to big data list providers, with no luck
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Tried Mturks to build company-centric social business profiles
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Not scalable … so we built our own solution
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Produced unmanageable amounts of data
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Needed a simple way to measure a company’s social business performance
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input black box output
Leverage block box approach with inputs and outputs
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input black box output
money, resources, budget, spend
channel data, posts,engagement, etc., spend
Input is money and resources, while output is visible evidence
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input black box output
money, resources, budget, spend
channel data, posts,engagement, etc., spend
Focus on the black box to access performance
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content marketing lifecycle
Leverage the content lifecycle to model the black box
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180+ channels10 deep dive350+ data itemsupdated every 7 dayscompany-centric
Social business data needs to be high quality, complete and at volume
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64
allocated into 5 groupsbased on 40+ weighted variablesscore between 0-100
Content Marketing Index is created to asses performance
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sales enablementbenchmarking and performance auditcompetitive analysisinferred future behavior
Four key application areas
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Find companies based on social business profiles
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Provide flash reports for account managers
benchmarking and performance audit
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Benchmark and audit content marketing performance
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Develop competitive analysis and insights
predictive inference
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Predictive insights that can infer financials
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CMI … based on content marketing lifecycledata driven barometer of company’s performanceempowers B2B marketers to drive improved ROI and revenue
Empowers B2B marketers to drive ROI and revenue
Martin van der RoestPresident and Co-Foundermartin@bataviaresearch.com1.714.834.1200BataviaResearch.com@vanderroest @bataviaresearch
#socalbma @socalbma
SoCalBMA.org
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