How do you make your content strategy data-driven? How can you make content metrics measurable?

1. How to Develop a Data-Driven
Content Strategy
STEPHANIE CHANG

2. STEPHANIE CHANG
Consultant, Distilled
Stephanie.chang@distilled.net
@stephpchang

3. “In the future, content
marketing will become more
strategic.
We‟ll start front-loading the
planning with extensive
customer research to make
informed decisions and not
making content as marketers
and calling it „content
marketing‟.”
Adria Saracino, Head of Outreach at Distilled
@stephpchang Stephanie Chang

4. Make Your Content
Metrics Measurable

5. Content Funnel
Awareness
Trigger
Search
Consideration
Buy
Stay
Where does this content sit on the conversion
funnel?
@stephpchang Stephanie Chang

6. Content Metrics
Consumption Sharing
Metrics Metrics
http://www.convinceandconvert.com
/content-marketing-2/the-4-types-of-
content-metrics-that-matter/
Lead
Generation Sales Metrics
Metrics
What metrics do we want associated with this piece
of content?

7. Content Funnel + Metrics
Awareness
Consumption
Metrics Trigger
Share Metrics Search
Lead Generation Consideration
Metrics
Buy
Sales Metrics
Stay
Consolidation of Content with Different Metrics
Based on Where It Sits in the Funnel

8. Rate Your Content
1 Grade:
2 Grade: 3 Grade: 4 Grade: 5 Grade:
Easy to Informative
Credible Useful Unique
Understand
Rate content with a grade of 1-5. Where does most or
your content sit on this scale?

9. Pull Data to See How the
Content Has Historically
Performed

10. Analytics + SEO Metrics
Traffic
LRDs
PageViews
PA
Avg Time on Site
MozRank
Entrances/Exits
Conversions
Bounce Rate
Creates a benchmark – how has previous content
performed in comparison to new content?

11. Get Customer Data from
Surveys and Interviews

12. Conduct a Customer Research
Survey
Results: 917 responses or approximately 50% of
customer email list

13. Phone Interviews with Existing
Customers
Results: 251 out of 917 voluntarily opted in

14. Who to Interview
Be sure to interview individuals from all parts of the
spectrum (admin  CEOs, unhappy happy customers)

15. Use this Data to Determine
the Type of Content That
Will Be Produced

16. Determine personas
Then decide what type of content you want to
produce to target those personas. Test and iterate.

17. Thanks.
Any questions?
STEPHANIE CHANG
Stephanie.chang@distilled.net
@stephpchang