A presentation on content marketing measurement that I did at the #BCon Event in Toronto Canada. This presentation discusses the measurement pyramid - and how working toward a more structured series of measurements and reporting can help us drive toward meaning instead of mediocrity.

3. We can skip this, yes?
18%
200%
400%
100 Hrs.
/ Min.
1000%

4. Ratio of CMO’s that use
data solely to facilitate
transactions, not deepen
the relationship with
consumers.
Stretched to Strengthened: IBM Study of CMO’s
Still Use Analytics To Prove Not Improve

5. Outperforming companies
vs. underperforming
companies that use data to
bond and deepen
relationships with
consumers.
While Deeper Relationships Elude Most
Stretched to Strengthened: IBM Study of CMO’s

6. an a lyt ics
/ anl’itiks /
noun
plural noun: analytics
1. The systematic computational analysis of data
or statistics.
Information resulting from the systematic analysis
of data or statistics
. . .
Analytics Defined:

7. an a lyt ics
/ anl’itiks /
WMD
Weapon Of Mass Delusion
1. A systematic way to make
any effort look like a massive
success or failure depending
on your agenda
. . .
Analytics Re-Defined:

8. Goals:
Indicate progress to achievement
Key KPI’s
Secondary goals and indicators
Indicators
Data that improve process
The Measurement Pyramid

9. Goal:
Increase leads by 10% w/
no extra cost in 6 months
Reporting:
• # of Leads / % of Increase
• Cost Increase or Decrease
• Subscribers
• Conversion rates
• Email response rates
• Cost per lead by channel
KEY KPI’s
• Likes / Followers
• Page views
• Social metrics
• Keyword reports
INDICATORS
The Measurement Pyramid

10. Measure what’s important and, more
importantly, meaningful.
Frees the team from “always up
and to the right” mentality
Prevents departmental
competition
The Pyramid Benefits

11. But We Haven’t……
18%
200%
400%
100 Hrs.
/ Min.
1000%

12. 1. Still operate that content is separate
from “real marketing”
2. Still think measurement is a way to prove
worth, rather than improve a process
3. We still think that “content” is an
attribute of marketing instead of value in
and of itself
We Haven’t Changed…

13. 1. Can we infuse the content marketing
approach into existing strategy
2. Can we stop measuring in silos? And all
the way down?
3. Can we stop “acting” like a media
company and actually BE a media
company?
But can we make it better?

14. WEB
BANNER
SEARCH
ADS
PRINT
SEARCH
Let’s look at an example… Advertising

15. 1
Customer
-­‐
$3,000
Cost
Per
Customer
50,000
Impressions
1%
CTR
-­‐
(500
Visitors)
$6.00
CPC
30
Demo
Requests
-­‐
6%
Conversion
Rate
10
DemonstraEons
-­‐
$300
/
Demo
Let’s look at an example… Advertising

16. 75
Downloads
-­‐
30%
Conversion
Rate
($20
ea)
9
DemonstraEons
($166)
3
Customers
-­‐
$500
Cost
Per
Customer
Let’s look at an example… Advertising
50,000
Impressions
.5%
CTR
-­‐
(250
Visitors)
$6.00
CPC

17. Sometimes Content Marketing IS
more expensive but can it create a
better customer?
“The Switching Economy” $5.9
Trillion up for grabs…
Engaging experiences are not
“nice to have’s” any longer.
Measuring the whole journey
670
Miles
$100
Dollar
Bills

18. B2B Training Company
Methodology to measure all the
way through – from first
awareness to customer service.
8 Months later…
• 1.2x the cost
• 1.5x the time
Loyalty. Upsell. Evangelism

19. Customers closed through content
marketing infusion
Spent 2X as much
Stayed 5X as long
2X more likely to share…
It’s not just more likes, leads or
customers. It’s also: Better likes, leads,
customers – relationships.
Loyalty. Upsell. Evangelism.

20. A"en%on
Metrics
(Audience
Development)
Measuring
consumpEon
&
brand
awareness
as
a
means
of
widening
the
funnel
Social
Metrics
(Conversa%on
Influence)
Measuring
the
creaEon
of
influence,
the
power
of
sharing,
and
the
larger
discussion
about
our
approach
Effec%veness
Metrics
(Content
Purpose)
Measuring
intended
purpose
at
influencing
behavior
at
various
parts
of
the
funnel
3 Types of CM Measurement

21. Visitors/Customers
Awareness
recall
Visitor
loyalty
Share
of
voice
Brand
Awareness
%
Earned
Media
Impressions
Page
views
Downloads
Earned
Media
$$
Visitors/Leads
Discussion
LiZ
Total
CPL
Customer
Cost
RaEo
NPS
-­‐
Loyalty
Social
Shares
SenEment
Analysis
Influencer
MenEons
Tweets,
Likes
+1’s
Forwards
Inbound
Links
Cost
Per
Visitor
Lead
(by
channel)
Total
Value
by
lead
Blog
subscripEons
Time
on
site
Referral
Traffic
Some examples for ya…

23. Broad range of campaigns
Winnow and place our bets on
campaigns/projects
Map into phrases:
Plan, Development, Launch, Manage
Separate these phases by stage gates.
Go/No Go – Move On or Kill It
Stage Gate Vs. Discovery Driven

24. Key decisions based on:
• What we know – prior results
• What we’re guessing – WAG
• Current risks – Can we deliver?
What does that do?
• Risky, innovative – potentially
meaningful - things always die
• Incremental “safe” things go
forward
• We Koboyashi Maru the results
Perpetuates “analytics” as WMD

25. Start with success. What does it look like.
What needs to be true?
List/Prioritize in rank order. Showstoppers,
and Easily tested
Now – ideas/projects to make these true.
Map them into your phases.
If a critical assumption isn’t true – then
revise, learn and iterate. Lots of small steps.
Discovery Driven Planning

26. The goal remains the same – but assumptions to
reach the goal are what must be changed.
Leaders in the business can help clear the way for
the assumptions rather than view practitioners as
trying to move the goalpost.
Most failure in marketing comes from failing to
ask the right question, not because of the
accuracy, detail or our ability to get an answer.
Shine the light on meaning, not numbers

27. 287%