Content is now a staple of marketing. But how do you best measure it's impact? This AMA Webcast featuring Chris Penn of SHIFT Communications offers practical advice on measuring the effectiveness of your content efforts.

1. !
Measuring the IMPACT
of Content
Content!is!now!a!staple!of!marketing.!But!how!do!you!best!measure!it's!impact?
During!this!AMA!Webcast!featuring!Chris!Penn!of!SHIFT!Communications!you!will
learn!practical!advice!on!measuring!the!effectiveness!of!your!content!efforts.

2. MEASURING THE IMPACT OF
CONTENT MARKETING
CHRISTOPHER S. PENN
January 22, 2014

3. ABOUT SHIFT

4. AGENCY OVERVIEW
BOSTON
100
PROFESSIONALS
NEW YORK
SAN FRANCISCO
ESOP TECH &
EMPLOYEE STOCK
OWNERSHIP PLAN
CONSUMER
SHIFT is among the top 5
firms that “will feature
heavily in a future where
PR is at the hub of a new
era of brand
communications that
transcends marketing.”
VOTED
3
2013
SMALL AGENCY
OF THE YEAR
2012
DIGITAL/SOCIAL
AGENCY OF THE YEAR
“SAVVIEST
SOCIAL PR AGENCY”
BY 500+ B2C AND
B2B MARKETERS

5. HOUSEKEEPING
4
#AMAAquent
Slides & Tweets:
www.shiftcomm.com/
amaaquent
Plus high quality audio recording in a few days

6. CONTENT
MARKETING

7. WHAT IS CONTENT MARKETING?
6

8. WHAT IS CONTENT MARKETING?
7
Content Marketing is owning, as opposed to
renting media. It’s a marketing process to
attract and retain customers by consistently
creating and curating content in order to
change or enhance a consumer behavior. –
Content Marketing Institute

9. The point of content marketing is to
help your content reach your audience.
Tweet it: www.shiftcomm.com/amaaquent

10. 3 CORE OUTCOMES
9

11. 3 CORE OUTCOMES
10

12. 3 CORE OUTCOMES
11

13. THE OLD DAYS
12

14. WE ARE DROWNING IN CONTENT
13

15. MARK SCHAEFER’S CONTENT SHOCK
14

16. THE CONTENT SQUEEZE
15

17. Content supply is increasing; hours in a
day are not. Mediocre content will be
buried alive.
Tweet it: www.shiftcomm.com/amaaquent

18. LET’S TALK ABOUT MAKING GREAT CONTENT
17

19. THE PENALTIES FOR BAD CONTENT
18
“So stick a fork in it: guest
blogging is done; it’s just
gotten too spammy.”

20. THE PENALTIES FOR BAD CONTENT
19

21. Obscurity is your greatest enemy, and
bad content is a top culprit.
Tweet it: www.shiftcomm.com/amaaquent

22. CONTENT
MARKETING
STRATEGY

23. THE EARNED MEDIA HUB
22

24. RESEARCH
23

25. CREATIVE
24

26. Focus your content marketing budget
on research and creative if you have
the choice.
Tweet it: www.shiftcomm.com/amaaquent

27. MESSAGING
26

28. Your core values tell you what kinds of
content you may not create.
Tweet it: www.shiftcomm.com/amaaquent

29. CONTENT
28

30. Automated content creation tools are
inherently bad because they’re not
unique. Do your own work!
Tweet it: www.shiftcomm.com/amaaquent

31. CONTENT
30
L
L
L

32. CONTENT
31
LAUGH
L
L

33. CONTENT
32
LAUGH
LEARN
L

34. CONTENT
33
LAUGH
LEARN
LOVE

35. If your content doesn’t make you
laugh, learn something, or love it, it’s
bad content.
Tweet it: www.shiftcomm.com/amaaquent

36. THIS IS WHERE MOST CONTENT
MARKETING STOPS.

37. OWNED
36

38. PAID
37

39. EARNED
38

40. The moment any piece of content is
shared, it becomes earned media and
instantly more credible.
Tweet it: www.shiftcomm.com/amaaquent

41. CONTENT
MARKETING
IMPACT

42. 3 CORE OUTCOMES
41

43. REFLEX
42

44. SEARCH
43
• Organic search traffic
• Branded keyword
appearances (where
possible)
• SERPs

45. SOCIAL
44
• Followers/Fans/Likes
(they still matter)
• Engagement
• Votes
• Shares

46. EARNED
45
• Coverage
• Reputation
• Reach

47. OWNED
46
• Traffic to owned properties
• Engagement

48. PAID
47
• Ad performance
• Ad sharing

49. MARKETING
• List growth
• List quality
48

50. SALES
• Sales opportunities
• Closed won deals
• The “Jerry Maguire”
49

51. REFLEX
50

52. No one metric will tell you how your
content is doing, just as no one
number tells you how healthy you are.
Tweet it: www.shiftcomm.com/amaaquent

53. CASE STUDY:
TWITTER IPO

54. RESEARCH
53

55. CREATIVE
54

56. Doing what everyone else has done
will not get you what everyone else has
gotten. Do something new.
Tweet it: www.shiftcomm.com/amaaquent

57. CREATIVE
56

58. MESSAGING
57

59. CONTENT
58

60. OWNED
59

61. OWNED
60

62. EARNED
61

63. EARNED
62

64. PAID
63

65. PAID
64

66. PAID
65

67. CONTENT
MARKETING
IMPACT

68. SEARCH
67

69. SOCIAL
68

70. EARNED
69

71. OWNED
70

72. PAID
71

73. MARKETING
72

74. SALES
73

75. WEIGHTING AND ATTRIBUTION
74

76. SO WHAT?

77. SEARCH
76
• Content marketing not
targeted enough
• Not enough outreach/
placement (hey, hire a PR
firm!)
• Not using best practices

78. SOCIAL
77
• Audience too small, content
not getting enough reach,
build more audience
• Maybe pay to grow audience
• Content a mismatch to
audience?

79. EARNED
78
• No one covering you? A PR firm
can help your content stand
out, wink wink nudge nudge
• No one sharing = content not
compelling enough

80. OWNED
79
• Not seeing traffic increases?
Maybe too much lives off-site
• Other content on site
attracting searches but noncompelling
• Insufficient quality and
quantity of calls to action

81. PAID
80
• Not getting ad
performance? Try linking
up your content to your
ads
• Use content marketing to
remarket ad audiences
and boost ROI

82. MARKETING
• List not growing? Your content
marketing may be to blame
• Test incorporating less or more
curation to diagnose marketing
engagement
81

83. SALES
• Sales not closing? Maybe
content is too rich,
cannibalizing sales
• Maybe content doesn’t support
the sales narrative
82

84. REFLEX
83
FIX THE MOST BROKEN THINGS

85. REFLEX
84
There is, of course, much more to this model than what we’ve shared
here, but that’s secret sauce territory, and we’re happy to work with you.

86. TOP 3
TAKEAWAYS

87. No content is better than bad content.
Do it well, or not at all.
Tweet it: www.shiftcomm.com/amaaquent

88. The point of content marketing metrics
is to tell you what to fix next.
Tweet it: www.shiftcomm.com/amaaquent

89. Stop chasing easy and start chasing
great. It’s the only sustainable long
term content strategy.
Tweet it: www.shiftcomm.com/amaaquent

90. SEE ALL THIS LIVE EVERY DAY
89
Web: www.shiftcomm.com
Twitter: shiftcomm.com/t
Facebook: shiftcomm.com/f
LinkedIn: shiftcomm.com/l
Google+: shiftcomm.com/g
Pinterest: shiftcomm.com/p
Instagram: shiftcomm.com/i

91. HOUSEKEEPING
90
Slides & Tweets:
www.shiftcomm.com/
AMAAquent
Plus high quality audio recording in a few days

92. THANK YOU!
QUESTIONS?