1.The Ultimate Guide toContent Marketing MetricsJay BaerConvince & Convert@jaybaer #cmworld #cmworld

2. @jaybaerWe Cant Measure Really Means: We dont know what to measure We dont have access to the data We dont know how to tie the data together We dont have the time to measure We dont know what the data means#cmworld 3. @jaybaer#cmworld 4. @jaybaerIf Youre Not Measuring ContentMarketing, Its Your Fault.But Dont Panic.#cmworld 5. @jaybaerAre You a Publisher? #cmworld 6. @jaybaerYou Are In the Action Business,Not the Eyeballs Business.Plan and Measure Accordingly.#cmworld 7. @jaybaerStep One: Know Why YoureMaking Content#cmworld 8. @jaybaer Yee-Haw!!Step One: Know What Actions Finally Got UsYouSome of ThatWant and Need CONTENT!!Making Content Is Not the Goal #cmworld 9. @jaybaerAre You Measuring the Right Things? #cmworld 10. @jaybaer Content Helps Achieve BusinessObjectives, Not Content Objectives Business Objectives Marketing ObjectivesMarketing StrategyContent Objectives Content Strategy ContentTactics Content Metrics#cmworld 11. @jaybaerStep Two: Map Content to BuyersJourney, and Metrics to Content Type#cmworld 12. @jaybaerThe Right Content for the Right Person,at the Right Time Whats the conference about? When is it? Where is it? Whats the agenda? How much does it cost? Is there a section on metrics? Is Jay Baer doing it? Is Rick Springfield going to be there? #cmworld 13. @jaybaerThe Right Content for the Right Person,at the Right Timehttp://ar.gy/1bHO#cmworld 14. @jaybaerStep Three: Know WhatsMathematically Viable#cmworld 15. @jaybaerWays to Measure Brand Awareness New visits to Website (proxy) Increase in positive and neutral social mentions (proxy) Visits from search (proxy) Pre and post surveys of target audiences, randomly sampled and variable controlled#cmworld 16. @jaybaerWays to Measure Direct Sales E-commerce tracking Leads that turn into new customers (requiresCRM) #cmworld 17. @jaybaerStep Four: Select the Right Metrics#cmworld 18. @jaybaer4 Categories of Content Metrics#cmworld 19. @jaybaerConsumption Metrics Question answered: How many people viewed, downloaded, listened to this piece of content Goals addressed:#cmworld 20. @jaybaerField Guide to Consumption Metrics Page views Google Analytics or similar Video views YouTube Insights or similar Document views Slideshare or Scribd data Downloads (ungated) CRM system (Eloqua, Hubspot, Marketo, Infusionsoft) Google Analytics or similar Social Chatter Mention.net, Radian6, Sysomos, Viral Heat #cmworld 21. @jaybaerNever Exit the Metrics Train at theConsumption Depot#cmworld 22. @jaybaerAre You a Publisher? #cmworld 23. @jaybaerKnowing a Piece of Content Generated3,000 Page Views Should Prompt TheseQuestions: Do people consuming that content engage in other, more desirable behaviors on the site? Do they do so at a ratio different from site visitors overall? Do people consuming that content return to the site? Do they do so at a ratio different from site visitors overall?#cmworld 24. @jaybaerTo Boost Consumption,Free Your Content Forms are the enemy of spread Joe Chernov, Eloqua Of all the places your content could reside, your site has the least amount of traffic. Me #cmworld 25. @jaybaerBe a Digital Dandelion #cmworld 26. @jaybaerSharing MetricsQuestion answered: How resonant is thiscontent, and how often is it shared withothers?Goals addressed: #cmworld 27. @jaybaerField Guide to Sharing Metrics Likes and Shares and Tweets and +1s and Pins Sharing tools, or Google Analytics or similar Forwards Email provider, or Google Analytics or similar Inbound links OpenSiteExplorer, RavenTools, MajesticSEO #cmworld 28. @jaybaerSharing Metrics are OvervaluedBecause Theyre Public #cmworld 29. @jaybaerTo Boost Sharing, Make Sharing Easy Easy to use sharing buttons on all content Configure correctly Embeddable infographics Social proof Content WORTH sharing#cmworld 30. If Your Mom Wont Share Your Content, Its Not Good Enough#cmworld 31. @jaybaerLead Generation MetricsQuestion answered: How often docontent consumptions turn into leads?Goals addressed: #cmworld 32. @jaybaerField Guide to Lead Gen Metrics Gated content that produces leads itself CRM system (Eloqua, Hubspot, Marketo, Infusionsoft) Tracking URLs Email subscriptions and similar Email provider, or CRM system Blog subscriptions and similar Feedblitz, or CRM system Blog comments Comments platform (Disqus, Livefyre) or blog system Conversion rate (consumption to lead)#cmworld 33. @jaybaerIndirect Lead Generation Not all content is lead producing directly But, all content can contribute to lead generationbehavior Set up goals in Google Analytics or similar For key behaviors that are not revenue-producingper se (email signup) assign a dollar value Set custom reports to show goals for each contentpiece Also look at new Page Value data #cmworld 34. @jaybaerTying Social to Content Some Social Platforms (Argyle Social, Expion,Hubspot) can tie social media posts to contentlanding pages, and track through to leadgeneration value. Systems that can do this MUST have their ownURL shortener. #cmworld 35. @jaybaerContent is Fire. Social Media is Gasoline. #cmworld 36. @jaybaerSales MetricsQuestion answered: Did we actuallymake any money on this content?Goals addressed:#cmworld 37. @jaybaerField Guide to Sales Metrics Online sales E-commerce system Offline sales CRM system Unique, trackable URLs via CRM, social mediasystem and/or Google Analytics or similar Manual reporting and anecdotes #cmworld 38. @jaybaerIf Youre Going to Track Leads and SalesYou Have to Do Something Trackable#cmworld 39. @jaybaerDont Forget Customer Retention#cmworld 40. @jaybaerYour Most Important Content Audience are Your Current Customers #cmworld 41. @jaybaerContent ROI is Calculated at theComponent Level FirstInvestment 40 hours/month to produce blog X hourly rate per each blog participant ($40) X overhead factor (50%) + amortized design fees ($1k/month) + monthly hosting fees ($100/month) + miscellaneous ($100/month) = true monthly blogging costs $3,600 #cmworld 42. @jaybaerContent ROI is Calculated at theComponent Level FirstReturn 25 leads per month X lead conversion rate (20%) X average lifetime customer value ($3,000) X average profit margin (30%) = true monthly blogging return $4,500 #cmworld 43. @jaybaerROI = Return Minus Investment,Divided by Investment$4,500 - $3,600 = 900Divided by 3,600 = .25ROI is 25% #cmworld 44. @jaybaerSometimes You Cant Close the Loop #cmworld 45. @jaybaerCorrelation Approach Track EVERYTHING Over a long period of time Note whenever ANYTHING changes PR coverage, website change, new radio campaign Also track multiple revenue data points Total leads Average purchase Churn Total revenue Look for patterns that indicate content is working #cmworld 46. @jaybaerYour Job is to Prove Something Wrong,not Prove Something Right #cmworld 47. @jaybaerThe Goal Isnt to be Good at Content.The Goal is to be Good at Business, Because of Content.#cmworld 48. Jay BaerConvince & Convertwww.ConvinceAndConvert.comwww.OneSocialThing.comwww.SocialPros.com #cmworld