Download - The Content Marketing Metrics That Matter (#CMWorld 2015)

the content marketing metrics that matterhow to measure, visualize and report on content performance

Paul Roetzer CEO, PR 20/20 @PaulRoetzer

@paulroetzer • #CMWorld

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


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


example scenario

But, not enough people are organically finding the content.

brand

leads

sales

loyalty


example scenario

Do they need a paid media strategy?


example scenario

Are there opportunities to amplify the content via earned media with bloggers, journalists and analysts?


example scenario

Should they hire an agency or freelancers and double down on content production?


example scenario

Maybe.


example scenario

AND . . . Maybe.


data > intelligence > action > outcomes


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

http://www.dmnews.com/ibm-teams-with-wharton-on-digital-course-for-cmos/article/375676/

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


ONLY 21%


the technology to measure, visualize and report on content ROI is accessible and affordable.


the challenge


lack of education/trainingconsumer behavior

social networkstechnologies

channelsdata

we create 2.5 quintillion bytes of data every day (that’s 18 zeros)

Source: IBM

http://www-01.ibm.com/software/data/bigdata/what-is-big-data.html

90% of all data in the world has been created in the last 2 years

Source: IBM

http://www-01.ibm.com/software/data/bigdata/what-is-big-data.html

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.

http://www.domo.com/blog/2014/04/data-never-sleeps-2-0/

marketers have access to data from dozens of sources: social monitoring, web analytics, email, call tracking,

sales, advertising, remarketing, ecommerce, mobile apps, accounting . . .


never more choices. never more noise. never more demand for performance.


and yet, there has never been a better time to be a content marketer.


obstacles create opportunities

every trackable interaction creates a data point, and every data point tells a piece of the customer’s story.

we have to plan faster, experiment more efficiently and adapt constantly to

accelerate success.


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


http://www.itsma.com/news/findings-from-the-2013-joint-forrester-itsma-and-visionedge-marketing-survey/

B2B marketers say just 9% of CEOs and 6% of CFOs use marke6ng data to help set corporate direc6on.

source: ITSMA, VisionEdge and Forrester


http://www.itsma.com/news/findings-from-the-2013-joint-forrester-itsma-and-visionedge-marketing-survey/

content marketers must excel at bringing structure and meaning to numbers


turn data into intelligence, intelligence into action, and

action into measurable outcomes


86% of marketers are working on better understanding what content is effective—and what isn’t

82% of marketers are working on measuring content marketing ROI

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.


1 align content marke6ng goals with business goals.


what’s the business goal?


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.


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


measure the value of your content at every stage of the funnel


www.BeNerWorks.com

2 iden6fy key performance indicators (KPIs).


sample google sheets scorecard

www.pr2020.com

brand

leads

sales

loyalty

blogging social engagement events

premium content lead nurturing ver6cal markets

webinars email marke6ng case studies

onboarding resources customer engagement training/educa6on

KPIs ac4vi4es

website sessions blog subscribers social reach

SQLs demo requests free trials content downloads

new customers COCA conversion rates

MRR CLV rev run rate

3 track and report at the campaign level.


hNp://bit.ly/performance-‐pack

every campaign is a series of projects designed to achieve a goal

sample hubspot campaigns report

standard attribution models

last interactionfirst interactionlast non-direct clicklast adwords clicklineartime decayposition based

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 registrationoct. 1: paid visit, makes purchase

first interaction

last interaction

UTM tags: google URL builder

source = last place visitedmedium = type of marketing mediumname = your campaign name

bit.ly/url-builder-campaigns

http://bit.ly/url-builder-campaigns

http://contentmarketinginstitute.com/2015/09/interactive-calls-to-action/?utm_medium=email&utm_source=Act-On+Software&utm_content=email&utm_campaign=5%20Interactive%20Calls%20to%20Action%20That%20Prospects%20Can%5Cu2019t%20Resist&utm_term=READ%20THIS%20ARTICLE

source = Act On Softwaremedium = emailname = Interactive Calls to Action That Prospects Can’t Resist


4 train your team.


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

http://ebooks.capgemini-consulting.com/The-Digital-Talent-Gap/index.html

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.


5 automate + visualize data.


use APIs to automate data entry


hUps://www.google.com/analy6cs/gallery/#landing/start/

automate email reports

performance reports

business intelligence + data visualization

Source: Domo

http://www.domo.com

www.buzzsumo.com

buzzsumo + roambi

we’re using Buzzsumo in this example to export 12 months of posts on Content Marketing Institute’s blog.

buzzsumo + roambi

create a new project using the Roambi app on your iPhone or iPad.

disclosure: Roambi is a PR 20/20 client

buzzsumo + roambi

users are able to filter, pivot, explore and share their visualizations.

buzzsumo + roambi

www.narra6vescience.com

turn data into (ar4ficial) intelligence

www.automatedinsights.com

Image: Franck Calzada/YouTube

The AP “writes” 10x more earnings reports using Automated Insights technology

https://www.youtube.com/watch?v=5hqNi2S4rlM

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.


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


Download - The Content Marketing Metrics That Matter (#CMWorld 2015)

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