How Do You Use Four Key Areas Of Content Analytics and What Metrics Do You Use To Track, Measure and Score Content Success?

1. MAKE IT COUNT:
CONTENT MARKETING
ANALYTICS

2. YOUR
CONTENT PILE IS
OVERFLOWING.

3. MEANWHILE, YOU
HAVE NO IDEA
how any one piece is
bringing in leads or sales.

4. YOU’RE CLUELESS.
But you’re not alone.

5. ONLY 27% OF B2B
MARKETERS
say they are effectively tracking
content utilization metrics.

6. THE GOOD
NEWS:
for companies who ARE thinking
about their strategies, content is
looking pretty good.

7. FOR THEM,
CONTENT LOOKS
MORE LIKE GEMS,
less like piles.

8. DON’T GET STUCK
WITH A PILE.

9. ANALYZE.
In other words, look at your
results, count them, write
them down, and keep it up.
MEASURE.
TRACK.

10. THERE ARE FOUR
KEY AREAS
to focus your analytic efforts.

11. PRODUCTION: /prəˈdəkSHən/ noun: the
action of making or manufacturing
content assets from raw ideas and
materials.
• Number of content assets produced
• Types of content produced
• Content produced by author

12. ENGAGEMENT /enˈgājmənt/ noun: the
action of engaging: reading,
downloading, sharing, viewing, +1ing,
pinning, tumbling, sending.
• Social shares
• Inbound links
• Repeat visitors

13. PERFORMANCE: /pərˈfôrməns/ noun: the
extent to which a piece of content is
profitable, effective, and successful at
producing your marketing goals.
• Unique visits
• Page views
• Organic search
• Direct traffic
• Referral traffic

14. WHEN IT’S
APPLICABLE
Also look at conversions
within each of those
categories.

15. CONVERSIONS:
The number of anonymous
visitors who become known
records in your marketing
database.

16. AND THE FOURTH
AND FINAL
METRIC…
(which we think is the coolest)

17. CONTENT
SCORING.

18. CONTENT SCORING /kənˈtent skôr/
verb: The new data-driven process for
tracking how each piece of content is
driving leads and conversions.
• Conversions due to content
• Revenue due to content
• Business impact of content

19. Best ROI!
CONTENTSCORE
EFFECTIVENESS IN PRODUCING LEADS

20. BUT HOW?

21. YOU START BY
WORKING
BACKWARDS
from your buyer’s journey.

22. 1/6
1/6
1/6
1/6
1/6
1/6
EACH
PIECE OF
CONTENT
TOUCHED
is divided evenly.

23. CONTENT SCORING THEN
ASSIGNS A NUMERICAL VALUE
TO EACH PIECE OF CONTENT.
You can even assign greater weight to the
first or last content touched.

24. Blog B
Whitepaper
Blog A
Podcast
Email
eBook
.45
.025
.025
.025
.025
.45
Whitepaper
Blog A
Blog B
Podcast
Email
.45
.033
.033
.033
.45
BECAUSE
EVERY BUYER’S
JOURNEY DOESN’T
LOOK THE SAME.
.45
.033
.033
.033
.45
Blog B
eBook
Blog A
Email
Webinar
*CONTENT SCORES WITH GREATER WEIGHT ASSIGNED TO FIRST AND LAST TOUCH

25. TOUCH
Webinar
Blog
Podcast
Video
Email
eBook
Whitepaper
BUYER 1
CONTENT
SCORE
.45
.025
.025
.025
.025
.45
0
.9
.075
.025
.025
.75
.9
.2
BUYER 2
.45
.05
0
0
.05
.45
.2
FOR EXAMPLE YOUR CONTENT SCORE
MAY LOOK LIKE THIS…

26. SORT YOUR
CONTENT SCORE BY
• Content vs. campaign
• Most influential vs. least influential
• Conversions vs. $

27. THE POWER OF
ALL YOUR
CONTENT
suddenly appears.

28. CONTENT
SCORING SHOWS
which pieces of content are
effective.

29. PUTTING IT ALL
TOGETHER.

30. ALL THESE
NUMBERS...
WHICH DO WE
TRACK?

31. THINK OF YOUR
ANALYTICS
as a car dashboard.

32. THERE’S A LOT GOING
ON UNDER THE HOOD.
But only a few things really
matter.

33. PRODUCTION
ENGAGEMENT
CADENCE
CONTENT SCORE
SPEED
RPM
MILEAGE
MPG

34. A SIMPLE
ANALYTICS VEHICLE
is possible with a few
standard systems:

35. A CRM SYSTEM
MARKETING AUTOMATION
SPREADSHEETS
GOOGLE ANALYTICS

36. A MORE POWERFUL
ANALYTICS VEHICLE
includes a few extra
calibrators.

37. A CRM SYSTEM
MARKETING AUTOMATION
CONTENT MARKETING
SOFTWARE
SOCIAL MEDIA MANAGEMENT

38. WITH THESE
SYSTEMS
in place and running…

39. YOU’RE LOOKING AT
a whole new kind of pile.

40. DIVE DEEPER INTO
CONTENT SCORING
READ ABOUT CONTENT
MARKETING SOFTWARE
WATCH VIDEO
DOWNLOAD
THE EBOOK

41. THANK YOU.
You’re all set.