Measuring Content Marketing
Karen Pate, Ph.D.Terry Sheehan
Topics To Cover• Defining Content Marketing• Measuring Content Today• Measurement Considerations
DEFINING CONTENT MARKETING
Just so we are on the same page
Con●tent something contained, the topics or matter treated in a written work, the principal substance.
Mar●ket ●ing the process of communicating the value of a product or service to customers, for the purpose of selling the product or service.
Today’s discussion is about measuring the impact…
Con●tent something contained, the topics or matter treated in a written work, the principal substance.
Mar●ket ●ing the process of communicating the value of a product or service to customers, for the purpose of selling the product or service.
Facets of content marketing
WHO is CONSUMING it
AUDIENCE
WHICH business unitsare CREATING it
ORGANIZATIONAL
HOW it’s being MANANGED
MANAGEMENT
CONTENTWHERE it’s being CONSUMED
DISTRIBUTION
MEASURING CONTENT TODAY
Two Key Challenges
Organizational: Company siloes
– Lack of coordination between department objectives– Individual performance incentives conflict reducing
support of the overall company picture– Differing views of success within the organization
Data Connections: Limited Understanding– Content to conversion– Individual content object vs. content group (individual vs “team sport”)– Latent impact of content Post-today -> impact tomorrow
The Challenges Personified – Part 1
Clueless• Unsure of the end goal• Doesn’t know what or how to measure• End Result: Does not measure anything
Show Me The Money• Obsessed with only the immediate revenue• Has trouble with non-tangible measures• End Result: Left feeling unsuccessful with little
direct revenue measured
The Challenges Personified – Part 2
Keep It Simple• Measures the basic immediate response (page
views, likes, comments, etc…)• Focused on each piece of individual content• End Result: Unsure of what to do next
Drowning in Data• Collects every possible data point• Spends hours over multiple reports• End Result: Analysis paralysis – continues to
look at the next available data point to see
MEASURING CONTENT: CONSIDERATIONS
GETTING THE BASICS RIGHT
Think about “Value”
Identify where data comes from
Create structure for all this data
ADDRESSING THE KEY CHALLENGES
Align the Organization
• Develop shared view of assessing content performance
• Create transparency in content performance
Align the Organization
• Adapt your model for organization type
– Centralized company
– Federated company
– Multi-brand company
Create Data Connections
• Create a connection and drive awareness for the brand
• Provide all the necessary information at the point of purchase to drive sale
• Be part of the consideration set through relevant content in the planning process
Measure the Connections: Option 1
Content Mix Modeling• Similar to media mix• Collect aggregate
engagement details of content & content groups• Model high-level
correlations between content’s immediate responses and the ultimate business objective Monthly Page Views of
Awareness Content Group
Nex
t Mon
th S
ales
Measure the Connections: Option 2
• Similar cookie level attribution in media• Collect individual
engagement details of content & content groups• Model high-level
correlations between content’s immediate responses and the ultimate business objective
Day 1: Twitter ClickDay 2: Product Page ViewDay 3: Reviews Page ViewDay 4: Purchase
To thousands of cookies
Content Attribution ModelingFrom an individual cookie
Apply the Insights
• Identify the right content areas – New opportunities– Current content worthiness
• Let insights guide content development and execution– Appropriate format, treatment for target audience, channels
for publishing
Measuring Content: A Case Study
What’s the value?• Goal is not immediate revenue
– Connections made– LinkedIn page views– iCrossing visits– Buzz
• Must look at the collective impact of all presentations • Long-term view of relationships
– Presentations to sales– Presentations vs. close rates– Presentations vs. type of products
sold
• Informs 2014 presentations
QUESTIONS
