content marketing performance: a framework to measure real business impact
TRANSCRIPT
![Page 1: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/1.jpg)
[Webinar] Content Marketing Performance: A Framework to Measure Real Business Impact
Rebecca Lieb
Digital Media & Advertising Analyst
@lieblink
Susan Etlinger
Industry Analyst
@setlinger
Event hashtag: #ContentMetrics
![Page 2: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/2.jpg)
Despite a surge of adoption in
content marketing….
![Page 3: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/3.jpg)
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
![Page 4: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/4.jpg)
A true culture of content means metrics
and KPIs applied to content must evolve
in tandem
![Page 5: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/5.jpg)
The result is metrics measuring
VOLUME… not impact.
![Page 6: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/6.jpg)
The need to ‘feed
the beast’ is a
tremendous
organizational
imperative, cost,
and ongoing
requirement.
![Page 7: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/7.jpg)
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
![Page 8: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/8.jpg)
A Framework for Measuring
Content Performance
![Page 9: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/9.jpg)
![Page 10: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/10.jpg)
Consider these a starting point…
every business will have unique
ingredients (tools & sources)
![Page 11: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/11.jpg)
Content Measurement Case Studies
![Page 12: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/12.jpg)
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.
![Page 13: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/13.jpg)
Seattle Seahawks’ objective:
Use the digital medium to build more
engagement between Seahawks and fans (not
just an extension of broadcast)
![Page 14: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/14.jpg)
Their social media team
assessed content
performance to determine
what was resonating with
fans (both the community
and as individuals)
![Page 15: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/15.jpg)
Engagement and audience across
network grew significantly
The team used
this data to
inform its
communication
strategy and
optimize tactics
going forward.
![Page 16: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/16.jpg)
Brand Health Metrics
![Page 17: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/17.jpg)
An umbrella term encompassing the
many components that can improve
existing marketing efforts and take
them to the next level.
![Page 18: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/18.jpg)
Specialty toy retailer,
Rockenbok looked to YouTube
to help demonstrate its product
![Page 19: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/19.jpg)
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.
![Page 20: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/20.jpg)
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%
![Page 21: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/21.jpg)
Marketing Optimization Metrics
![Page 22: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/22.jpg)
Content to help drive prospects and
customers through the funnel
![Page 23: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/23.jpg)
Zenni Optical used search, offsite
content, social media to engage
customers through the buying process
![Page 24: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/24.jpg)
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
![Page 25: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/25.jpg)
Revenue Generation Metrics
![Page 26: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/26.jpg)
Content strategy must account for operational
efficiencies like cost control, content
repurposing, risk management, employee
engagement, etc.
![Page 27: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/27.jpg)
Unilever manages numerous brands, hundreds of
millions of fans, thousands of people involved in
the content process. Efficiency is key--
![Page 28: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/28.jpg)
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.
![Page 29: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/29.jpg)
Operational Efficiency Metrics
![Page 30: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/30.jpg)
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.
![Page 31: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/31.jpg)
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.
![Page 32: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/32.jpg)
Customer Experience Metrics
![Page 33: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/33.jpg)
Content can be an extremely effective and
efficient way to solicit ideas and engagement
from community members and contribute to
multiple organizational objectives.
![Page 34: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/34.jpg)
Domino’s Australia wanted to better engage
customers to create their own pizzas
…they even paid them!
![Page 35: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/35.jpg)
Domino’s quantified most popular pizzas and
who earned the most from their recipes
![Page 36: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/36.jpg)
Innovation Metrics
![Page 37: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/37.jpg)
Next Steps to Craft Your
Content Measurement Strategy
![Page 38: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/38.jpg)
1. Measurement
must be the
foundational
principal of content
strategy
![Page 39: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/39.jpg)
2. Every
measurement
strategy must
focus on the
business
outcome
![Page 40: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/40.jpg)
3. Know your
metrics and
your data
![Page 41: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/41.jpg)
4. Be realistic
about
organizational
capabilities and
tools
![Page 42: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/42.jpg)
![Page 43: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/43.jpg)
uestions?
![Page 44: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/44.jpg)
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 Lieb
Industry Analyst
@lieblink
Susan Etlinger
Industry Analyst
@setlinger
![Page 45: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/45.jpg)
![Page 46: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/46.jpg)
Brand Health Metrics
![Page 47: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/47.jpg)
Marketing Optimization Metrics
![Page 48: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/48.jpg)
Revenue Generation Metrics
![Page 49: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/49.jpg)
Operational Efficiency Metrics
![Page 50: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/50.jpg)
Customer Experience Metrics
![Page 51: Content Marketing Performance: A Framework to Measure Real Business Impact](https://reader034.vdocuments.net/reader034/viewer/2022042716/55a77a061a28ab594e8b4573/html5/thumbnails/51.jpg)
Innovation Metrics