Content Marketing Measurement - Analytics Roundtable Zurich 12.11.2013

Content Marketing Measurement

Evelyn Thar, 12.11. 2013

Agenda

1.  What is Content Marketing?

2.  Content Marketing Measurement Frameworks

3.  Content Marketing – Metrics and KPIs

4.  Content Marketing and SEO

www.amazeemetrics.com

What is Content Marketing?

Content Marketing

Wikipedia Content Marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc. http://en.wikipedia.org/wiki/Content_marketing

Content Marketing Institute Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. http://contentmarketinginstitute.com/what-is-content-marketing/


Content Marketing

"Pragmatic De!nition" Content Marketing is about delivering the content your audience is seeking in all the places they are searching for it. It is the effective combination of created, curated and syndicated content. https://twitter.com/BrennerMichael

Content Marketing Elevator Pitch Traditional marketing and advertising it telling the world you're a rock star. Content Marketing is showing the world that you are one. https://twitter.com/Robert_Rose


Content Marketing Usage


http://contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/

(B2B, 2012)

Usage 2011/2010


http://contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/

Increased usage of: Blogs: +27% Videos: +27% White Papers: +19%

Content Marketing Measurement Frameworks

What are the Goals of Content Marketing?

Wikipedia Content Marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news video, white papers, e-books, info-graphics, case studies, how-to guides, question and answer articles, photos, etc. http://en.wikipedia.org/wiki/Content_marketing

Content Marketing Institute Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. http://contentmarketinginstitute.com/what-is-content-marketing/


Measurement Criteria


http://contentmarketinginstitute.com/2011/05/content-marketing-roi-measurement/

(B2B, 2010)

Measurement Framework 1: Content Marketing ROI and Page Value

Page Value (Google Analytics): •  The average value for a page that a user visited before landing on

the goal page or completing an Ecommerce transaction (or both). •  This value is intended to give you an idea of which page in your site

contributed more to your site’s revenue. (http://www.branded3.com/blogs/using-page-value-in-google-analytics-to-measure-the-roi-of-content-marketing/)

Important: Create segments and compare pages with pages of the same part of the website. (Blog posts with blog posts and not with contact or information pages.)


How to calculate Page Value?


Page Value = Transaction Revenue + Total Goal Value Unique Pageviews for the page

Page Value (B) = 100 + 10 = 110 1

Google Analytics: https://support.google.com/analytics/answer/2695658?hl=en

Page Value in Google Analytics


Page value measures sales and individual conversion goals.

Measurement Framework 2 Content Marketing ROI: Sales, Cost, Retention

Primary Content Indicators: •  Sales •  Cost savings •  Retention rate


http://contentmarketinginstitute.com/2011/05/content-marketing-roi-measurement/

Secondary content indicators: •  Lead quality and quantity •  Shorter sales cycles •  Customer awareness •  Market share indicators •  Cross-selling opportunities •  Qualitative customer feedback

1. Goal of content

marketing initiative

2. User indicators,

influencing secondary indicators

3. Impacts on primary

content indicators

User indicators: •  Increased web traffic •  More page views •  Lower bounce rate •  Social shares •  Improved rankings

Measurement Framework 3: Usage and Performance

1.  Consumption

2.  Lead Generation

3.  Sales

4.  Retention

http://moz.com/blog/avoiding-disaster-how-to-prevent-the-3-most-common-content-marketing-fails


Usage

Performance

Measurement Framework 4: Usage and Performance: Including Sharing Metrics

1.  Consumption Metrics

2.  Sharing Metrics

3.  Lead Metrics

4.  Sales Metrics

http://contentmarketinginstitute.com/2012/06/metrics-content-marketing-jay-baer/


Usage

Performance

Measurement Framework 5: Usage and Performance: Comprehensive Approach



3.  Lead Metrics

4.  Sales Metrics

5.  Retention Metrics


Usage

Performance

Content Marketing Metrics and KPIs

1. Consumption Metrics

Blog •  Page views


Newsletter: •  Opening rate •  Click rate

Facebook: •  Post Reach

2. Sharing Metrics

Blog Post: •  Social Shares (social share buttons, URL mentioning) •  External links to blog post Twitter: •  Retweets •  Favorites


Google+ Page: Dashboard including consumption and shares.

Facebook: •  Likes •  Shares

Social Shares in Social Crawlytics


3. Lead Metrics

Path from blog/article/Twitter/Facebook to contact form:


4. Sales Metrics

•  E-commerce tracking in Google Analytics (revenue/product) •  E-commerce tracking in CMS (revenue/customer) •  CRM/Sales software (combine offline and online transactions)


5. Retention Metrics

•  Returning Visitors

•  Customer Retention Rate (returning customers compared to customer total)

•  Repeated Sales (number of purchases per customer)

•  Average Customer Revenue

•  Net Promoter Score (recommendations)


Content Marketing and SEO

SEO: Ranking Factors


http://www.searchmetrics.com/de/services/ranking-faktoren-2013/

Study based on 10'000 keywords for Google Germany

Link Building vs Content Marketing

http://moz.com/blog/seos-dilemma-link-building-vs-content-marketing-whiteboard-friday


Link Building

Past: •  Link farms •  Link schemes, link

networks •  Article spinning •  Comment spamming


Today: •  Create continuously

new and unique content to generate links and social shares.

=> Content Marketing

•  Content Marketing is a SEO instrument •  Measuring of ranking positions needs to be part of a content

marketing measurement

Measurement Framework 6: Including SEO



3.  Lead Metrics

4.  Sales Metrics

5.  Retention Metrics

6.  Search Engine Rankings


Usage

Performance

SEO

Automated Calculation of Content Marketing ROI including SEO

http://frac.tl/content-roi-calc/


Take Home Message

•  Define the goal of the content marketing campaign

•  Choose a measurement framework and keep it

•  Compare changes and trends over time


Content Marketing Measurement - Analytics Roundtable Zurich 12.11.2013

Data & Analytics

content marketing usage

content marketing roi

content marketing pragmatic

goals of content marketing

nition content marketing

content marketing metrics

marketing technique

marketing format