Regional

marketing

goals

Why content marketing ?

Inbound marketing is a philosophy

based on the truth that people’s

consumption habits have changed

over the past 5-10 years.

INBOUND AS A PHILOSOPHY.

Spray and pray should only be for video games

No coordinated or

focused marketing

approach

Ads vs. Content

Content

assets

Calgary Region as a media company

Content marketing goals

Editorial mission statement

Audience

Product

Outcome

Editorial mission statement

To be an informational resource destination for Canadian shippers/buyers and professional services in the transportation, supply chain and logistics sector. To help them to make better decisions or provide better advice on moving products across Canada and beyond.

This will help us:

• Earn audience attention vs. buying it

• Reach, engage and convert new businesses

Primary goals

1. Lead generation

2. Region brand awareness

3. Subject matter experts Thought leaders

Audience and Personas

Shipper Steve

Broker Becky

Third persona?

Buyer’s Journey

PWC Business driver

Content to develop

ListenCommunicateTeachHelp/Solve problems

- Marcus Sheridan

(The Sales Lion)

They ask = You answer

Cost/price

Problems/issues

Best of

Reviews

Content format

They ask = You answer

Cost/price

Problems/issues

Best of

Reviews

Distribution and

amplification

Email

Influencers

Calgary Region network

Social (Linkedin)

Native advertising

Timeline

Measurement and reporting

Primary goals

1. Lead generation

2. Region brand awareness

3. Subject matter experts Thought leaders

Content marketing measurement

Consumptions

Engagement

Leads

Sales (Conversions)

c o n t e n t m a r k e t i n g i n s t i t u t e . c o m

Building the analytics pyramid

Primary Indicators – these are what you report on. These are GOALS –and your progress toward meeting those goals.

Secondary indicators – these are reporting for your team. They are KPI’s that help inform key managers.

User indicators – these are the numbers that you and members of your team use to improve your process over time.

c o n t e n t m a r k e t i n g i n s t i t u t e . c o m

The benefits of the pyramid…

Measuring what’s important – and actionable. Giving decision-makers what they need, and a clear direction on how they can help.

Frees you to experiment & change –Not reporting secondary or user indicators frees from the “always up and to the right” mentality of every graph.

Frees departmental competition –Measure the content, not the team. Evolve beyond measuring against each other in siloed KPI’s

Primary (Macro)

# of leads

# of qualified leads

% of converted leads

% of leads to qualified leads

Secondary (Micro - KPI)

% of lead source

Blog and podcast: subscribers

Landing pages: forms filled

Website: forms filled, CTA’s clicked

Email/CTA: referrals

Social: referrals to website/landing pages

User (Micro – Day to Day)

Blog content: views/visits, referrals, shares

Podcast: downloads

Landing pages: views/visits, shares, forms filled, downloads

Website: views/visits, CTA click, unique visitors, Avg. time on site, # of pages per visit,

Email: open rate, clickthroughs

Social: Likes, follows, RTs, shares, etc…

User (Micro – Day to Day)

Roles and responsibilities

Content

managing

editor

Content contributors

Subject

matter

experts

T & L working group

Lead vs.

qualified lead