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How to Measure Content Marketing ROI For Each Stage of the Funnel

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How to Measure Content Marketing ROI For Each Stage of the Funnel

  1. 1. How to Measure Content Marketing ROI For Each Stage of the Funnel
  2. 2. Most content marketers think that content ROI is a mythical beast.
  3. 3. 27,000,000 pieces of content shared each day (Nielson) The average attention span has dropped from 12 seconds in 2008 to 8 seconds (Statistic Brian) The average attention span of a goldfish is 9 seconds (Statistic Brain) B2B marketers spend 30% of their marketing budget on content (CMI) Conversion rates for brands using content is 6 -7x higher (Aberdeen) But… Only 27% of marketers say they are effectively tracking content metrics…
  4. 4. Why is Content ROI a Struggle? • Marketers don’t think about ROI during content creation • Marketers aren’t aligned on metrics amongst teams • Marketers don’t know how to measure content effectively
  5. 5. Take the Following Steps • Establish goals and measurement estimates up front • Define what you want to measure for each content asset • Align with all key stakeholders and get their input
  6. 6. What Are Other Marketers Measuring?
  7. 7. Track Different Metrics At Different Stages in Your Sales Funnel
  8. 8. Early Stage Metrics
  9. 9. Traffic to Your Website • Google analytics • Increase and decrease in traffic • Referring sources • Exit pages • Bounce time • Top content assets
  10. 10. Content Downloads/Leads Generated • Can track in your marketing automation or CMS • Can track in attribution platform • Downloads either via click or form fill • Views of content if not downloadable files
  11. 11. Sourced Revenue and Pipeline • What content is sourcing accounts that turn to pipeline and deals? • Can track in attribution platform or CRM
  12. 12. Social Engagement • Social shares • Social likes • Social comments • Social follower increase
  13. 13. Mid and Late Stage Metrics
  14. 14. Quality of Incoming Leads from Content • What is the quality of leads coming through your content programs? • Do they move to MQL, SQL, Opp, and deal stages? • You can track this through your CRM or attribution platform
  15. 15. Influence on Pipeline and Revenue • What content influences leads to become opps and closed deals? • What content can be attributed to revenue for the business? • Multi-touch attribution modeling in an attribution platform
  16. 16. Account-Based Influence • What content influences target accounts? • What content sources leads from target accounts? • What content influences the velocity of a target account deal cycle • Tracked in an attribution platform
  17. 17. Sales Usage • Is sales using your content in their deals? • How are they using your content? • Are they asking for printed content? • Are they sending leads your content?
  18. 18. Set Your Programs Up for Success
  19. 19. Organize Your Content Programs Up • Organize programs in Marketo for easy tracking and sorting • Have consistent naming conventions • Create programs for gated and ungated content
  20. 20. Track Content Holistically Across All Channels • Use parent/child bucket programs in SFDC to look at how a content asset does across all channels and campaigns • Enables you to look at a roll- up value without double counting
  21. 21. Q&A

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