ways to measure value of content marketing
TRANSCRIPT
“Content Marketing” is About Value, Not Just SalesSource: Michelle Pittman
Measuring the effectiveness of your content is important to figure out if your marketing and business goals are being met. Over 25% of an organization’s marketing budget is spent on content marketing on average, measurement is worth a shot.
Why Content marketing is so important?
Content marketing primarily goalsReducing sales cycle.Building corporate reputationCustomer Engagement & Nurturing
Content marketing for reducing sales cycle.
1
Content Marketing for Sales Enablement
Content Marketing to generate leads
Content marketing for brand building
Content marketing to aware on Newly product/solutions/services
Content marketing for building corporate reputation
2
Content marketing for customer
retention & engagement
Content marketing to build trust
95% B2B enterprise marketers use content marketing
84%B2B marketers listed brand awareness as the key content marketing goal for their business, with “lead generation” coming in as a close second.
90% Marketers expressed some level of uncertainty “that their key content metrics are effective in measuring business results.”
What CXOs interested to know
When it comes to your content marketing measurement and ROI
Is the content driving sales?
Is the content saving costs?
Is the content making our customers happier, thus helping with retention?
Now, lets talk about “Ways to measure content marketing”
Step back, Look at what are the goals from contents marketing
A Single Metrics to Measure Impact on Content Marketing Success is Incorrect
Content Marketing Metrics
Sales Enablement
(Internal)
Awareness & Reach
Engagement & Sharing
Lead Generation
Sales & Customer
Delight
Sales Enablement
(Internal)
1. Ask your sales team to rank your Sales kit and communication contents between 1-5, where 5 is the highest rank.
2. Analyze how many in sales team have actually have downloaded the contents created by you.
3. Measure content impact based on four categories: activity, feedback, performance and productivity.
4. No. of hours you have save for sales team in creating sales/marketing contents
Awareness & Reach
• Measure website traffic & user average spent time on page.
• Analyze no. of post, article, videos etc. shared by audience on your social media pages.
• How many new friends, followers, or connections you.
Engagement & Sharing
• Track no. of comments, retweets, ‘likes’, shares and linkbacks.
• Find out the content that is being streamed to relevant social networks such as LinkedIn, Twitter, Facebook and Google+.
• Website traffic, page performance and individual piece of content is driving and focus on the bounce rate.
• Integrate rating system on all your webpage, blog, social media to assess each piece of content, based on how well it has achieved your stated objectives.
• Assessing search-engine rankings for your overall site.
Lead Generation
• Measure with Google Analytics by creating goals.
• Integrate your landing page with Google Analytics and see CTR and actual conversion.
• Measure website traffic & user average spent time on page.
• Measure no. of download, if you have created goal to track.
• Integrate google analytics code for email campaign to track conversion or open rate.
• Subscriber growth%
Sales & Customer
Delight
• No. of lead generated Vs conversion• Which contents generated ROI… Article, Videos,
Infographic, mailers, etc• Retention rate or churn• Revenue from upsell• Percentage of repeat customers