Marketing technology advances have made it easier and more affordable to connect activities to outcomes, but content marketers have largely dropped the ball when it comes to monitoring, reporting and improving performance. The key is to align content marketing KPIs with overall business goals, have a logical and well-documented process for updating and reporting results, and develop systems for turning data into intelligence and intelligence into action.
Attendee takeaways:
* Prioritize content marketing goals.
* Identify Key Performance Indicators (KPIs).
* Select the right analytics technology and tools.
* Optimize your use of Google Analytics.
* Turn data into insights and actions.
The Content Marketing Metrics That Matter (#CMWorld 2015)
1. the content marketing metrics that matter
how to measure, visualize and report on content performance
Paul Roetzer
CEO, PR 20/20
@PaulRoetzer
@paulroetzer • #CMWorld
2. example scenario
A B2B SaaS company with $10M in funding and aggressive growth goals
is struggling to meet lead-gen targets. The CMO fears marketing is
going to fall short of Q4 2015 goals . . .
brand
leads
sales
loyalty
@paulroetzer • #CMWorld
3. example scenario
The marketing team is blogging 2x per week,
regularly sharing content across their social networks, and
producing a high-quality ebook with an accompanying webinar each month.
brand
leads
sales
loyalty
@paulroetzer • #CMWorld
4. example scenario
But, not enough people are organically finding the content.
brand
leads
sales
loyalty
@paulroetzer • #CMWorld
13. 94%
of
chief
marketers
believe
analy4cs
will
play
a
big
role
in
reaching
their
goals,
yet
only
18%
said
their
organiza6ons
were
in
a
posi6on
to
do
so.
source:
IBM
@paulroetzer www.pr2020.com
14. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
short-term impact proven long-term impact proven
29%
36%
just 36% of CMOs have quantitatively proven the
short-term impact of marketing spend. that figure
drops to 29% when demonstrating long-term impact.
source:
2014
CMO
Survey
@paulroetzer • #CMWorld
20. we create 2.5 quintillion bytes of data
every day (that’s 18 zeros)
Source:
IBM
21. 90% of all data in the world
has been created in the last 2 years
Source:
IBM
22. Infographic:
Domo
every minute . . .
Vine users share 8,333 videos.
Pinterest users pin 3,472 images.
Twitter users Tweet 277,000 times.
YouTube users upload 72 hours of video.
Instagram users post 216,000 new photos.
Facebook users share 2,460,000 pieces of content.
23. marketers have access to data from dozens of sources:
social monitoring, web analytics, email, call tracking,
sales, advertising, remarketing, ecommerce,
mobile apps, accounting . . .
@paulroetzer www.pr2020.com
24. never more choices. never more noise.
never more demand for performance.
@paulroetzer • #CMWorld
25. and yet, there has never been a
better time to be a content marketer.
@paulroetzer • #CMWorld
27. every trackable interaction creates a data point,
and every data point tells a piece of the customer’s story.
28. we have to plan faster, experiment more
efficiently and adapt constantly to
accelerate success.
@paulroetzer • #CMWorld
29. marketing dashboards that
report activities rather than business outcomes
are a major cause of the disconnect
between marketers and the C-suite.
source: ITSMA, VisionEdge and Forrester
@paulroetzer • #CMWorld
30. B2B
marketers
say
just
9%
of
CEOs
and
6%
of
CFOs
use
marke6ng
data
to
help
set
corporate
direc6on.
source:
ITSMA,
VisionEdge
and
Forrester
@paulroetzer www.pr2020.com
31. content marketers must excel at bringing
structure and meaning to numbers
@paulroetzer www.pr2020.com
32. turn data into intelligence,
intelligence into action, and
action into measurable outcomes
@paulroetzer www.pr2020.com
33. 86% of marketers are working on better understanding
what content is effective—and what isn’t
35. data without analysis is simply noise
1. align
content
marke6ng
goals
with
business
goals.
2. iden6fy
key
performance
indicators
(KPIs).
3. track
and
report
at
the
campaign
level.
4. train
your
team.
5. automate
and
visualize
data.
@paulroetzer • #CMWorld
36. 1 align
content
marke6ng
goals
with
business
goals.
@paulroetzer • #CMWorld
39. Specific: Clearly establishes what is to be achieved.
SMART goals
Measurable: Quantifiable, and a strong indicator of progress.
Attainable: Realistic given your foundation, reach, resources and potential.
Relevant: Connect to achievement of overall business goals.
Timely: Has a target date.
@paulroetzer • #CMWorld
40. increase monthly website sessions 20% in Q4. brand
leads
sales
loyalty
generate 50 sales qualified leads in Q4.
produce $250,000 in new MRR in Q4.
improve retention rates from 85% to 90% in Q4.
SMART goals
@paulroetzer • #CMWorld
41. measure the value of your content
at every stage of the funnel
@paulroetzer • #CMWorld
51. standard attribution models
last interaction
first interaction
last non-direct click
last adwords click
linear
time decay
position based
52. why attribution matters
aug. 1: organic search, lands on blog post (5 pages)
aug. 5: direct visit to homepage (12 pages)
aug. 10: twitter referral (5 pages, including pricing page)
aug. 11: direct visit, ebook download (2 pages)
aug. 15: email visit, webinar registration
oct. 1: paid visit, makes purchase
first interaction
last interaction
53. UTM tags: google URL builder
source = last place visited
medium = type of marketing medium
name = your campaign name
bit.ly/url-builder-campaigns
56. of
companies
lack
necessary
digital
skills
in
key
areas
of
social
media,
mobile,
internal
social
networks,
process
automa6on,
and
performance
monitoring
and
analysis.
source:
Capgemini
Consul6ng
90%
www.pr2020.com@paulroetzer
57. data analysis
identify top KPIs.
turn data into actionable intelligence.
uncover anomalies, trends and opportunities.
adjust strategies based on data.
tie activities to performance and bottom-line results.
@paulroetzer • #CMWorld
74. data without analysis is simply noise
1. align
content
marke6ng
goals
with
business
goals.
2. iden6fy
key
performance
indicators
(KPIs).
3. track
and
report
at
the
campaign
level.
4. train
your
team.
5. automate
and
visualize
data.
@paulroetzer • #CMWorld
75. paul
roetzer
@paulroetzer
CEO
|
PR
20/20
author
|
The
Marke)ng
Performance
Blueprint
(Wiley,
2014)
&
The
Marke)ng
Agency
Blueprint
(Wiley,
2012)
creator
|
Marke6ng
Score
&
Marke6ng
Agency
Insider
www.pr2020.com
@paulroetzer • #CMWorld