Measuring the IMPACT of 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 will learn practical advice on measuring the effectiveness of your content efforts.
Aquent/AMA Webcast: Measuring the Impact of Content
Aug 26, 2014
Content is now a staple of marketing. But how do you best measure it's impact? This AMA Webcast featuring Chris Penn of SHIFT Communications offers practical advice on measuring the effectiveness of your content efforts.
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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
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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?
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WHAT IS CONTENT MARKETING?
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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
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3 CORE OUTCOMES
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3 CORE OUTCOMES
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THE OLD DAYS
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WE ARE DROWNING IN CONTENT
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MARK SCHAEFER’S CONTENT SHOCK
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THE CONTENT SQUEEZE
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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
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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
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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
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RESEARCH
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CREATIVE
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Focus your content marketing budget on research and creative if you have the choice. Tweet it: www.shiftcomm.com/amaaquent
MESSAGING
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Your core values tell you what kinds of content you may not create. Tweet it: www.shiftcomm.com/amaaquent
CONTENT
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Automated content creation tools are inherently bad because they’re not unique. Do your own work! Tweet it: www.shiftcomm.com/amaaquent
CONTENT
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L L L
CONTENT
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LAUGH L L
CONTENT
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LAUGH LEARN L
CONTENT
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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
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PAID
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EARNED
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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
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REFLEX
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SEARCH
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• Organic search traffic • Branded keyword
appearances (where possible)
• SERPs
SOCIAL
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• Followers/Fans/Likes (they still matter)
• Engagement • Votes • Shares
EARNED
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• Coverage • Reputation • Reach
OWNED
46 • Traffic to owned properties • Engagement
PAID
47 • Ad performance • Ad sharing
MARKETING
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• List growth • List quality
SALES
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• Sales opportunities • Closed won deals • The “Jerry Maguire”
REFLEX
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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
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CREATIVE
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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
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MESSAGING
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CONTENT
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OWNED
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OWNED
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EARNED
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EARNED
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PAID
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PAID
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PAID
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CONTENT MARKETING
IMPACT
SEARCH
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SOCIAL
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EARNED
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OWNED
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PAID
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MARKETING
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SALES
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WEIGHTING AND ATTRIBUTION
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SO WHAT?
SEARCH
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• Content marketing not targeted enough
• Not enough outreach/placement (hey, hire a PR firm!)
• Not using best practices
SOCIAL
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• Audience too small, content not getting enough reach, build more audience
• Maybe pay to grow audience • Content a mismatch to
audience?
EARNED
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• 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
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• Not getting ad performance? Try linking up your content to your ads
• Use content marketing to remarket ad audiences and boost ROI
MARKETING
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• List not growing? Your content marketing may be to blame
• Test incorporating less or more curation to diagnose marketing engagement
SALES
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• Sales not closing? Maybe content is too rich, cannibalizing sales
• Maybe content doesn’t support the sales narrative
REFLEX
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FIX THE MOST BROKEN THINGS
REFLEX
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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
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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
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Slides & Tweets: www.shiftcomm.com/
AMAAquent Plus high quality audio recording in a few days
HOUSEKEEPING
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