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Webinar Three Keys To Measure Content Marketing Right

Webinar Three Keys To Measure Content Marketing Right. Ryan Skinner, Senior Analyst September 8, 2014. Call in at 10:55 a.m. Eastern time. @rskin11. First principles. “What you see in the industry now is people jumping around and trying to find the god metric for content. It’s all about

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Webinar Three Keys To Measure Content Marketing Right

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  1. WebinarThree Keys To Measure Content Marketing Right Ryan Skinner, Senior Analyst September 8, 2014. Call in at 10:55 a.m. Eastern time @rskin11

  2. First principles “What you see in the industry now is people jumping around and trying to find the god metric for content. It’s all about shares, or it’s all about time spent.” Jonah Peretti Founder BuzzFeed

  3. What you can measure may have zero value

  4. What you can’t may have huge value It would be interesting to talk to SlickVendor. I don’t like SlickVendor. B C1 C2 A • Arrives viaTwitter,downloadseBook, and mailsPDF to B • Scans PDF,prints, andhands it to C • Reads PDF • Does any one of 1million things, mostof which you cannotsee (and probablynothing for six months) • What youcan see • What youcannot see

  5. Agenda • Why content marketing measurement is such a big deal (and why it’s so hard) • How to build up your content marketing methodology • Where systematic content marketing measurement starts • Recommendations

  6. Agenda • Why content marketing measurement is such a big deal (and why it’s so hard) • How to build up your content marketing methodology • Where systematic content marketing measurement starts • Recommendations

  7. Customer-centric and data-centric Source: March 19, 2014, “Build Your Content Brand By Delivering Customer Value” Forrester report

  8. Budgets on the rise Source: December 12, 2013, “B2C Marketers Must Turn Fragmented Marketing Budgets Into Business Budgets” Forrester report

  9. Big spend will demand big accountability Coca-Cola CEO Muhtar Kent promised to increase media spending and brand-building efforts by up to $1 billion by 2016.

  10. Content analysis drives relevant, measurable results Virgin UK assessed content preferences from its most valuable customers and changed content production and distribution. Result: reduced churn and increased NPS • High value tothe business

  11. Success of your measurement today = success of content marketing tomorrow “Content marketing programs that grow fastest, from what we’ve seen, are those that are best measured.” Andrew Hanelly SVP — Strategy McMurry/TMG

  12. Measuring content marketing is hard YOU CAN’T MEASURE IT WITH OLD PPC OR MEDIA MODELS, THUS: • Marketers struggle to link content-driven activities to the intent that lies behind those actions. • Marketers struggle to pull together a signal across platforms and devices. • Marketers end up maximizing easily available interactions, not audience goals or business outcomes. • Common frameworks for content marketing ROI are just not available (or possible?).

  13. Agenda • Why content marketing measurement is such a big deal (and why it’s so hard) • How to build up your content marketing methodology • Where systematic content marketing measurement starts • Recommendations

  14. Touchpoints, relationships, and value “If I looked at content marketing versus paid search, for example, in terms of the value it creates immediately, I wouldn’t look at content marketing at all. If you see how content marketing assists in value creation in the longer run, it has much more value.” Catie Starr Director of digital marketing GE Capital

  15. On content marketing value creation Source: March 19, 2014, “Build Your Content Brand By Delivering Customer Value” Forrester report

  16. Three dimensions of value from content marketing Source: July 10, 2014, “Measure Content Marketing For Success” Forrester report

  17. How measurement of content performance works • Popular topics • Popular sources • Shareworthy content • Backlinks • Mentions Source: July 10, 2014, “Measure Content Marketing For Success” Forrester report

  18. How measurement of audience performance works • Growth ofaudience • Value of audience • Audiencebehavior • Cross-channelbehavior

  19. How measurement of business performance works • Impact on brand • Impact on sales • Impact on staff

  20. Measure and analyze how content performs • Fix topic, format, channel, timing, and length problems. • Test how content is shared across the Web to understand reproduction. • Reuse assets that are successful at driving a particular action. • Promote content in a context that optimizes both business impact and customer interest.

  21. The quadrant helps marketers respond to content performance One challenge of content measurement is the “promotion problem,” where promoted content creates more results that are independent of effectiveness. The quadrant helps with getting around this problem.

  22. Measure audience-building and progression toward a relationship • Engagement models provide brands with a framework for measuring relationship creation. • Audience development drives an increased propensity for long-term value. • The “stickiness” of a brand’s editorial offering with audiences should be measured.

  23. Marketers can apply an engagement model to track value creation

  24. Measure how content marketing activities deliver business outcomes • Quantifying the total revenue generated along with meaningful content “assists” • Running polls, panels, and custom research to understand the value of thought leadership • Comparing the audience’s interaction history with their value as customers

  25. Analyze groups of business value metrics to assess the overall impact Moment X Moment Y • Share of wallet: subscriber buys and on-site consumption • Brand value: share of voice metrics, unbranded search volumes, and mentions • Content contribution: full-stream attribution and content scoring

  26. Agenda • Why content marketing measurement is such a big deal (and why it’s so hard) • How to build up your content marketing methodology • Where systematic content marketing measurement starts • Recommendations

  27. Build out your content marketing measurement system

  28. Create team, partner, and stakeholder levels of reporting

  29. Bring together tools and engineering to drive the system Web analytics Marketing automation/ CRM

  30. Agenda • Why content marketing measurement is such a big deal (and why it’s so hard) • How to build up your content marketing methodology • Where systematic content marketing measurement starts • Recommendations

  31. Put your organization first Incorporate time and effort spent on performance metrics. Encourage marketing teams to spend as much time on the hypotheses as the results. Make measurement a key part of your organization’s storytelling. Start investigating digital full attribution to transparently link activities and outcomes. Incorporate semantic tools to future-proof your performance.

  32. Forrester’s content marketing measurement benchmarking • Build out your measurement methodology based on Forrester Research. • Independent, third-party assessment • For marketing leaderswho want help with settingup metrics and reporting

  33. Watching grass not grow

  34. Ryan Skinner +44 (0)20.7323.7717 rskinner@forrester.com Twitter: @rskin11

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