Evelyn Thar, Amazee Metrics: Performance und Nutzung von Content Marketing messen.

1. Content Marketing
Measurement
Evelyn Thar, 23.9.2013

2. Agenda
1. Was ist Content Marketing?
2. Content Marketing Measurement Frameworks
3. Content Marketing – Metriken und KPIs
4. Content Marketing und SEO
www.amazeemetrics.com

3. Was ist Content
Marketing?

4. Content Marketing
Wikipedia
Content Marketing is any marketing format that involves the creation and
sharing of media and publishing content in order to acquire customers. This
information can be presented in a variety of formats, including news video,
white papers, e-books, infographics, case studies, how-to guides, question and
answer articles, photos, etc.
http://en.wikipedia.org/wiki/Content_marketing
Content Marketing Institute
Content marketing is a marketing technique of creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined
and understood target audience – with the objective of driving profitable
customer action.
http://contentmarketinginstitute.com/what-is-content-marketing/
www.amazeemetrics.com

5. Content Marketing
"Pragmatic Definition"
Content Marketing is about delivering the content your audience is seeking in
all the places they are searching for it. It is the effective combination of created,
curated and syndicated content.
https://twitter.com/BrennerMichael
Content Marketing Elevator Pitch
Traditional marketing and advertising it telling the world your're a rock star.
Content Marketing is showing the world that you are one.
https://twitter.com/Robert_Rose
www.amazeemetrics.com

6. Einsatz von Content Marketing
www.amazeemetrics.com
http://contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/
(B2B, 2012)

7. Nutzung im Vergleich zum Vorjahr
www.amazeemetrics.com
http://contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/
Vermehrter Einsatz von:
Blogs: +27%
Videos: +27%
White Papers: +19%

8. Content Marketing
Measurement
Frameworks

9. Was sind die Ziele von Content Marketing?
Wikipedia
Content Marketing is any marketing format that involves the creation and
sharing of media and publishing content in order to acquire customers. This
information can be presented in a variety of formats, including news video,
white papers, e-books, infographics, case studies, how-to guides, question and
answer articles, photos, etc.
http://en.wikipedia.org/wiki/Content_marketing
Content Marketing Institute
Content marketing is a marketing technique of creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly defined
and understood target audience – with the objective of driving profitable
customer action.
http://contentmarketinginstitute.com/what-is-content-marketing/
www.amazeemetrics.com

10. Mess-Kriterien
www.amazeemetrics.com
http://contentmarketinginstitute.com/2011/05/content-marketing-roi-measurement/
(B2B, 2010)

11. Measurement Framework 1:
Content Marketing ROI mittels Page Value
Page Value (Google Analytics):
The average value for a page that a user visited before landing on the goal
page or completing an Ecommerce transaction (or both).
This value is intended to give you an idea of which page in your site
contributed more to your site’s revenue.
Wichtig: Segmente erstellen und Seiten mit Seiten aus demselben Bereich
miteinander vergleichen. (Blog Posts mit Blog Posts und nicht mit
Kontakt- oder Informations-Seiten)
http://www.branded3.com/blogs/using-page-value-in-google-analytics-to-measure-the-roi-of-content-marketing/
www.amazeemetrics.com

12. Wie wird Page Value berechnet?
www.amazeemetrics.com
Page Value = Transaction Revenue + Total Goal Value
Unique Pageviews for the page
Page Value = 100 + 10 = 110
1
Google Analytics: https://support.google.com/analytics/answer/2695658?hl=en

13. Page Value in Google Analytics
www.amazeemetrics.com
Page Value misst Verkäufe (Sales) und Leads (Kontaktformular).

14. Measurement Framework 2
Content Marketing ROI: Sales, Kosten, Retention
Primary Content Indicators:
• Sales
• Kosteneinsparungen
• Retention Rate
www.amazeemetrics.com
http://contentmarketinginstitute.com/2011/05/content-marketing-roi-measurement/
Secondary Content Indicators:
• Lead Qualität und Quantität
• Kürzere Sales-Zyklen
• Customer Awareness
• Marktanteil
• Cross-Selling Möglichkeiten
• Qualitatives Kunden-Feedback
1.
Ziele der Content
Marketing Kampagne
2.
Nutzer-Indikatoren, die
secondary indicators
beeinflussen
3.
Auswirkungen auf
primary content
indicators
Nutzer-Indikatoren:
• Erhöhter Web Traffic
• Mehr Seitenaufrufe
• Tiefere Absprungrate
• Anzahl Social Shares
• Verbesserte Ranking-
Positionen

15. Measurement Framework 3:
Nutzung und Performance
1. Consumption
2. Lead Generation
3. Sales
4. Retention
http://moz.com/blog/avoiding-disaster-how-to-prevent-the-3-most-common-content-marketing-fails
www.amazeemetrics.com
Nutzung
Performance

16. Measurement Framework 4:
Nutzung und Performance
1. Consumption Metrics
2. Sharing Metrics
3. Lead Metrics
4. Sales Metrics
http://contentmarketinginstitute.com/2012/06/metrics-content-marketing-jay-baer/
www.amazeemetrics.com
Nutzung
Performance

17. Measurement Framework 5:
Kombination von Nutzung und Performance
1. Consumption Metrics
2. Sharing Metrics
3. Lead Metrics
4. Sales Metrics
5. Retention Metrics
www.amazeemetrics.com
Nutzung
Performance

18. Content Marketing
Metriken und KPIs

19. 1. Consumption Metrics
Blog
• Seitenaufrufe
www.amazeemetrics.com
Newsletter:
• Öffnungs-Rate
• Klick-Rate
Facebook:
• Post Reach

20. 2. Sharing Metrics
Blog Post:
• Social Shares (Social Share Buttons, URL Mentioning)
• Anzahl externer Links zum Blog Post
Twitter:
• Retweets
• Favorites
www.amazeemetrics.com
Google+ Page:
Dashboard mit Ansichten (Consumption) und Aktionen (Sharing)
Facebook:
• Likes
• Shares

21. Social Shares in socialcrawlytics.com
www.amazeemetrics.com

22. 3. Lead Metrics
Blog/Article/Twitter/Facebook -> Kontaktformular
www.amazeemetrics.com

23. 4. Sales Metrics
• CRM/Sales Software (Kombination von Offline- und Online-Transaktionen)
• Ecommerce Tracking in Google Analytics (Revenue/Product)
• Ecommerce Tracking in CMS (Revenue/Customer)
www.amazeemetrics.com

24. 5. Retention Metrics
• Returning Visitors (Wiederkehrende Besucher)
• Customer Retention Rate (Anteil der wiederkehrenden Kunden –
Kundentotal)
• Repeated Sales (Mehrere Einkäufe pro Kunde)
• Average Customer Revenue (Durchschnittlicher Gewinn pro Kunde)
• Net Promoter Score (Weiterempfehlung)
www.amazeemetrics.com

25. Content Marketing und
SEO

26. SEO: Rankingfaktoren
www.amazeemetrics.com
http://www.searchmetrics.com/de/
services/ranking-faktoren-2013/
Studie basiert auf 10'000
Suchbegriffen für Google
Deutschland

27. Link Building
Früher:
• Link Farms
• Link Schemes, Link
Networks
• Article Spinning
• Comment Spamming
www.amazeemetrics.com
Heute:
• Regelmässig neuen
einzigartigen und
interessanten Inhalt
erstellen, der Links und
Social Shares generiert.
=> Content Marketing
SEO ist ebenfalls ein Ziel von Content Marketing
Ranking-Positionen gehören auch zum Content Marketing Measurement

28. Measurement Framework 6:
1. Consumption Metrics
2. Sharing Metrics
3. Lead Metrics
4. Sales Metrics
5. Retention Metrics
6. Search Engine Rankings
www.amazeemetrics.com
Nutzung
Performance

29. Link Building vs. Content Marketing
http://moz.com/blog/seos-dilemma-link-building-vs-content-marketing-whiteboard-friday
www.amazeemetrics.com

30. Automatische Berechnung des
Content Marketing ROI inklusive SEO
http://frac.tl/content-roi-calc/
www.amazeemetrics.com

31. Take-Home Message
• Ziele der Content Marketing Kampagne definieren
• Measurement Framework auswählen und beibehalten
• Veränderungen und Trends über mehrere Zeitperioden
vergleichen
www.amazeemetrics.com

32. Fragen?
www.amazeemetrics.com

33. Kontakt
www.amazeemetrics.com
Evelyn Thar
evelyn.thar@amazeemetrics.com
www.linkedin.com/in/evelynthar