[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

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

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 Lieb

Industry Analyst

@lieblink

Susan Etlinger

Industry Analyst

@setlinger

Brand Health Metrics

Marketing Optimization Metrics

Revenue Generation Metrics

Operational Efficiency Metrics

Customer Experience Metrics

Innovation Metrics