[slides] content marketing performance by altimeter group

[Webinar] Content Marketing Performance: A Framework to Measure Real Business Impact Rebecca LiebDigital Media & Advertising Analyst@lieblink

Susan EtlingerIndustry Analyst@setlinger

Event hashtag: #ContentMetrics

Despite a surge of adoption in content marketing….

The ability to measure the impact of content is complex

Market Challenges

Tool Challenges

Operational Challenges

• Content & Analytics still nascent• Standards nonexistent

• Vendor proliferation• Multi-functional

• Strategic challenges• Low visibility

A true culture of content means metrics and KPIs applied to content must evolve in tandem

The result is metrics measuring

VOLUME… not impact.

The need to ‘feed the beast’ is a tremendous organizational

imperative, cost, and ongoing requirement.

Welcome!• A Framework for Measuring Content

Marketing Performance

• 6 Case Studies of Brands Doing it Well (and what they measured)

• Next Steps on Crafting a Content Marketing Measurement Strategy

A Framework for Measuring Content Performance

Consider these a starting point… every business will have

unique ingredients (tools & sources)

Content Measurement Case Studies

Content and the response to that content that signals how

communications augment or detract from the health of the

brand. Measures of interest and behavior.

Seattle Seahawks’ objective:Use the digital medium to build more engagement between Seahawks and fans (not just an extension of broadcast)

Their social media team assessed content

performance to determine what was resonating with fans (both the community and as individuals)

Engagement and audience across network grew significantly

The team used this data to inform its

communication strategy and

optimize tactics going forward.

Brand Health Metrics

An umbrella term encompassing the many components that can

improve existing marketing efforts and take them to the next level.

Specialty toy retailer, Rockenbok looked to YouTube to help demonstrate its product

Rokenbok created YouTube videos both to entertain and demonstrate the products. Then customers started creating their own videos using the product.Both informed keywords, segments, targeting, etc.

Rockenbok’s online video strategy helped transformed their business model from bricks-and-mortar to e-commerce

of Rokenbok’s customers now come from

#1 source of traffic to the site

50%

Marketing Optimization Metrics

Content to help drive prospects and customers through the

funnel

Zenni Optical used search, offsite content, social media to engage customers through the buying process

Zenni’s content experiences drove results across the entire customer journey

Paid & organic traffic, social media likes, followers

Cart size, time to purchase, conversions

Loyalty, engagement, revenue potential; Revenue impact (short term and long term)

Crowdsourced new product ideas

Consideration

Purchase

Innovation

Loyalty

Revenue Generation Metrics

Content strategy must account for operational efficiencies like cost control, content repurposing, risk management,

employee engagement, etc.

Unilever manages numerous brands, hundreds of millions of fans, thousands of people involved in the content process. Efficiency is key--

Investing in collaborative tools to scale content globally across 30 brands, 40 agencies, and 20 markets helped Unilever reduce time to create and publish content and increase output significantly.

Operational Efficiency Metrics

Content can demonstrate value not just in attracting leads and

increasing sales but also in the realm of customer support and

service, a significant cost center in most organizations.

Sony identified a user-submitted troubleshooting post viewed 42k times in 2 weeks

A phone call costs the brand €7; Viewed 42k times in 2 weeks, Sony affixed a value of €294k (€7 x 42k) to a single piece of content, then developed more content to address the pain point.

Customer Experience Metrics

Content can be an extremely effective and efficient way to solicit ideas and

engagement from community members and contribute to multiple

organizational objectives.

Domino’s Australia wanted to better engage customers to create their own pizzas

…they even paid them!

Domino’s quantified most popular pizzas and who earned the most from their recipes

Innovation Metrics

Next Steps to Craft Your Content Measurement Strategy

1. Measurement must be the foundational principal of

content strategy

2. Every measurement strategy must focus on the

business outcome

3. Know your metrics and your data

4. Be realistic about

organizational capabilities and tools

Q uestions?

Thank You!

Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.

Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models.

Rebecca LiebIndustry Analyst@lieblink

Susan EtlingerIndustry Analyst@setlinger

Brand Health Metrics

Marketing Optimization Metrics

Revenue Generation Metrics

Operational Efficiency Metrics

Customer Experience Metrics

Innovation Metrics