content marketing measurement - analytics roundtable zurich 12.11.2013
TRANSCRIPT
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/
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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
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Content Marketing Usage
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http://contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/
(B2B, 2012)
Usage 2011/2010
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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/
www.amazeemetrics.com
Measurement Criteria
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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.)
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How to calculate Page Value?
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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
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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
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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
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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/
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Usage
Performance
Measurement Framework 5: Usage and Performance: Comprehensive Approach
1. Consumption Metrics
2. Sharing Metrics
3. Lead Metrics
4. Sales Metrics
5. Retention Metrics
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Usage
Performance
Content Marketing Metrics and KPIs
1. Consumption Metrics
Blog • Page views
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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
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Google+ Page: Dashboard including consumption and shares.
Facebook: • Likes • Shares
Social Shares in Social Crawlytics
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3. Lead Metrics
Path from blog/article/Twitter/Facebook to contact form:
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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)
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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)
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Content Marketing and SEO
SEO: Ranking Factors
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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
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Link Building
Past: • Link farms • Link schemes, link
networks • Article spinning • Comment spamming
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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
1. Consumption Metrics
2. Sharing Metrics
3. Lead Metrics
4. Sales Metrics
5. Retention Metrics
6. Search Engine Rankings
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Usage
Performance
SEO
Automated Calculation of Content Marketing ROI including SEO
http://frac.tl/content-roi-calc/
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Take Home Message
• Define the goal of the content marketing campaign
• Choose a measurement framework and keep it
• Compare changes and trends over time
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