Martin van der Roest, Cadence9 - Speaking at the 2014 Content Marketing Retreat, Langley, WA "Findings of the Measuring Content Marketing Survey - The Best Practices in Measuring Content Marketing - Survey Results" Martin will present the findings of the “Best Practices In Measuring Content Marketing Results” survey. The focus of the presentation will be how big brands and small businesses are succeeding and failing in measuring content marketing results and ROI.

1. Best
Prac*ces
in
Measuring
Content
Marke*ng
Results
The
Top
10
Ac*vi*es
You
Need
Today
to
Measure
Content
Effec*vely
FusionSpark
Media,
Inc.
and
Cadence9
Produced
for
the
4th
Annual
Content
Marke*ng
Retreat
in
Langley,
WA,
May
8
&
9,
based
on
a
survey
conducted
in
2014.
4th
Annual
Content
Marke*ng
Retreat
1
Best Practices
in Measuring
Content Marketing
Results
CONTENT
MARKETING
RETREAT 2014
Langley Center For New Media, May 8 & 9, 2014, Langley, WA

2. Best Practices in Measuring Content Marketing Results
4th
Annual
Content
Marke*ng
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The Top 10 Activities You Need Today to
Measure Content Effectively
Produced for the 4th Annual Content Marketing
Retreat in Langley, WA, May 8 & 9, based on a
survey conducted in 2014.

3. Best Practices in Measuring Content Marketing Results
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4. Best Practices in Measuring Content Marketing Results
measuring
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5. Best Practices in Measuring Content Marketing Results
cm lifecycle
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Goals
Planning
Calendar
Produce
Publish
Engage
Measure
Content
Marketing
Lifecycle

6. Best Practices in Measuring Content Marketing Results
The Survey
30 questions about 100 respondents
augmented with Content Marketing
Index insights
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7. Best Practices in Measuring Content Marketing Results
Findings
Correlate “poor” vs “good” to “excellent”
survey results with actionable practices
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8. Best Practices in Measuring Content Marketing Results
Start with Goals
90% of those that rated their content
marketing activities as “poor” do not
have documented goals. 60% who
rated their efforts as “good” or
“excellent” have documented goals.
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64% Drive Revenue
37% Brand Awareness
24% Customer Education
#1

9. Best Practices in Measuring Content Marketing Results
You Need a Written
Content Strategy
The majority of respondents (86%) who believe
they’re “good” to “excellent” at measuring
content marketing have a written content
strategy. In comparison, 100% of the
respondents claiming that they’re “poor” at
measurement lacked a written content strategy.
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#2

10. Best Practices in Measuring Content Marketing Results
Know Your Audience
The majority of respondents who are
“poor” at measuring results aren’t tailoring
content to specific target audiences. 100%
of the respondents that are “good” to
“excellent” at measuring results report they
tailor content to target audiences.
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#3

11. Best Practices in Measuring Content Marketing Results
Editorial Calendar
The majority of respondents who are
“poor” at measuring results aren’t using an
editorial calendar, while 85% of the
respondents who are “good” to “excellent”
at measuring content marketing results use
an editorial calendar.
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#4

12. Best Practices in Measuring Content Marketing Results
Frequency Counts
Marketers who say they’re good to
excellent at measuring content
marketing results are publishing daily
content, while those who say they’re
poor at measurement are publishing
content weekly or longer.
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#5

13. Best Practices in Measuring Content Marketing Results
Media Variation
Perception of “what moves the needle”
varies. While the “good” to “excellent”
crowd indicated that blogs and videos
generate the best KPIs. Those who say
they’re poor at measurement tend to rely
more on eNewsletters.
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#6

14. Best Practices in Measuring Content Marketing Results
Content Publishing Platform
Do more with less. Majority of those
rating themselves “good” to “excellent”
use a content publishing platforms. The
majority of those who report they’re
“poor” at it don’t use such a platform.
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#7

15. Best Practices in Measuring Content Marketing Results
Use More Channels
The “good” to “excellent” crowd reports
using between 5 to 15 channels,
versus those who claim they’re “poor”
at it, with less than 5 channels used.
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#8

16. Best Practices in Measuring Content Marketing Results
Regular Metrics
You can’t fix what you don’t know is
broken. Interestingly enough the
majority (85%) that rated themselves
as “poor” on metrics … also performed
poorly elsewhere.
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#9

17. Best Practices in Measuring Content Marketing Results
Corrective Action
100% of those that rated their metric
process as poor have no process for
corrective action.
And 100% of the “excellent” performers
have a process for corrective action.
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#10

18. Best Practices in Measuring Content Marketing Results
ROI
Only those that rated themselves as an
“excellent” performers knew the cost of
conversion from lead to a sale … and
that was about 10% of the
respondents.
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#Bonus

19. Best Practices in Measuring Content Marketing Results
bring it home
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Goals
Planning
Calendar
Produce
Publish
Engage
Measure

20. Best Practices in Measuring Content Marketing Results
Optimize the lifecycle
processes and …
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optimize the results.

21. Best Practices in Measuring Content Marketing Results
Thank you
Martin van der Roest
martin@cadence9.com
1.714.834.1200
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