Kako optimalno izmeriti učinkovitost vaše vsebine? Rebecca Lieb se bo na podlagi uspešnih študij primerov, ozrla preko že znanih merilnih praks (všečkov in prodaje) ter nam predstavila tiste, nekoliko manj očitne indikatorje učinkovitosti, brez katerih v vsebinskem marketingu ne gre.

1. Less Than Obvious Content Metrics
That You Need to Pay Attention To
Rebecca Lieb
Sept. 24, 2015
@lieblink

2. Despite a surge of adoption in
content marketing….

3. The ability to measure the impact of
content is complex
Market
Challenges
Tool
Challenges
Operational
Challenges
• Content & Analytics still nascent
• Standards nonexistent
• Vendor proliferation
• Multi-functional
• Strategic challenges
• Low visibility

4. A true culture of content means metrics
and KPIs applied to content must evolve
in tandem

5. The result is metrics measuring
VOLUME… not impact.

6. The need to ‘feed
the beast’ is a
tremendous
organizational
imperative, cost,
and ongoing
requirement.

7. Welcome!
• A Framework for Measuring Content
Marketing Performance
• 6 Case Studies of Brands Doing it Well
(and what they measured)
• Next Steps on Crafting a Content
Marketing Measurement Strategy

8. A Framework for Measuring
Content Performance

10. Consider these a starting point…
every business will have unique
ingredients (tools & sources)

11. Content Measurement Case Studies

12. Content and the response to that
content that signals how
communications augment or detract
from the health of the brand.
Measures of interest and behavior.

13. Seattle Seahawks’ objective:
Use the digital medium to build more
engagement between Seahawks and fans (not
just an extension of broadcast)

14. Their social media team
assessed content
performance to determine
what was resonating with
fans (both the community
and as individuals)

15. Engagement and audience across
network grew significantly
The team used
this data to
inform its
communication
strategy and
optimize tactics
going forward.

16. Brand Health Metrics

17. An umbrella term encompassing the
many components that can improve
existing marketing efforts and take
them to the next level.

18. Specialty toy retailer,
Rockenbok looked to YouTube
to help demonstrate its product

19. Rokenbok created YouTube videos both to entertain
and demonstrate the products. Then customers
started creating their own videos using the product.
Both informed keywords, segments, targeting, etc.

20. Rockenbok’s online video strategy
helped transformed their business model
from bricks-and-mortar to e-commerce
of Rokenbok’s customers
now come from
#1 source of
traffic to the site
50%

21. Marketing Optimization Metrics

22. Content to help drive prospects and
customers through the funnel

23. Zenni Optical used search, offsite
content, social media to engage
customers through the buying process

24. Zenni’s content experiences drove results
across the entire customer journey
Paid & organic traffic, social media likes,
followers
Cart size, time to purchase, conversions
Loyalty, engagement, revenue potential;
Revenue impact (short term and long term)
Crowdsourced new product ideas
Consideration
Purchase
Innovation
Loyalty

25. Revenue Generation Metrics

26. Content strategy must account for operational
efficiencies like cost control, content
repurposing, risk management, employee
engagement, etc.

27. Unilever manages numerous brands, hundreds of
millions of fans, thousands of people involved in
the content process. Efficiency is key--

28. Investing in collaborative tools to scale
content globally across 30 brands, 40
agencies, and 20 markets helped
Unilever reduce time to create and
publish content and increase output
significantly.

29. Operational Efficiency Metrics

30. Content can demonstrate value not just in
attracting leads and increasing sales but
also in the realm of customer support and
service, a significant cost center in most
organizations.

31. Sony identified a user-submitted troubleshooting
post viewed 42k times in 2 weeks
A phone call costs the brand €7; Viewed 42k times in 2 weeks,
Sony affixed a value of €294k (€7 x 42k) to a single piece of
content, then developed more content to address the pain point.

32. Customer Experience Metrics

33. Content can be an extremely effective and
efficient way to solicit ideas and engagement
from community members and contribute to
multiple organizational objectives.

34. Domino’s Australia wanted to better engage
customers to create their own pizzas
…they even paid them!

35. Domino’s quantified most popular pizzas and
who earned the most from their recipes

36. Innovation Metrics

37. Next Steps to Craft Your
Content Measurement Strategy

38. 1. Measurement
must be the
foundational
principal of content
strategy

39. 2. Every
measurement
strategy must
focus on the
business
outcome

40. 3. Know your
metrics and
your data

41. 4. Be realistic
about
organizational
capabilities and
tools

43. uestions?

44. Thank You!
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be
reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The
authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for
interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not
constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising
or product endorsement purposes. The opinions expressed herein are subject to change without notice.
Rebecca Lieb
Analyst & Strategic Advisor
@lieblink
rebecca@rebeccalieb.com

46. Brand Health Metrics

47. Marketing Optimization Metrics

48. Revenue Generation Metrics

49. Operational Efficiency Metrics

50. Customer Experience Metrics

51. Innovation Metrics