content marketing performance: a framework to measure real business impact
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[Webinar] Content Marketing Performance: A Framework to Measure Real Business Impact
Rebecca Lieb
Digital Media & Advertising Analyst
@lieblink
Susan Etlinger
Industry Analyst
@setlinger
Event hashtag: #ContentMetrics
Despite a surge of adoption in
content marketing….
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
A true culture of content means metrics
and KPIs applied to content must evolve
in tandem
The result is metrics measuring
VOLUME… not impact.
The need to ‘feed
the beast’ is a
tremendous
organizational
imperative, cost,
and ongoing
requirement.
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
A Framework for Measuring
Content Performance
Consider these a starting point…
every business will have unique
ingredients (tools & sources)
Content Measurement Case Studies
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.
Seattle Seahawks’ objective:
Use the digital medium to build more
engagement between Seahawks and fans (not
just an extension of broadcast)
Their social media team
assessed content
performance to determine
what was resonating with
fans (both the community
and as individuals)
Engagement and audience across
network grew significantly
The team used
this data to
inform its
communication
strategy and
optimize tactics
going forward.
Brand Health Metrics
An umbrella term encompassing the
many components that can improve
existing marketing efforts and take
them to the next level.
Specialty toy retailer,
Rockenbok looked to YouTube
to help demonstrate its product
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.
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%
Marketing Optimization Metrics
Content to help drive prospects and
customers through the funnel
Zenni Optical used search, offsite
content, social media to engage
customers through the buying process
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
Revenue Generation Metrics
Content strategy must account for operational
efficiencies like cost control, content
repurposing, risk management, employee
engagement, etc.
Unilever manages numerous brands, hundreds of
millions of fans, thousands of people involved in
the content process. Efficiency is key--
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.
Operational Efficiency Metrics
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.
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.
Customer Experience Metrics
Content can be an extremely effective and
efficient way to solicit ideas and engagement
from community members and contribute to
multiple organizational objectives.
Domino’s Australia wanted to better engage
customers to create their own pizzas
…they even paid them!
Domino’s quantified most popular pizzas and
who earned the most from their recipes
Innovation Metrics
Next Steps to Craft Your
Content Measurement Strategy
1. Measurement
must be the
foundational
principal of content
strategy
2. Every
measurement
strategy must
focus on the
business
outcome
3. Know your
metrics and
your data
4. Be realistic
about
organizational
capabilities and
tools
uestions?
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.
Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models.
Rebecca Lieb
Industry Analyst
@lieblink
Susan Etlinger
Industry Analyst
@setlinger
Brand Health Metrics
Marketing Optimization Metrics
Revenue Generation Metrics
Operational Efficiency Metrics
Customer Experience Metrics
Innovation Metrics
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