The Content Marketing Metrics That Matter (#CMWorld 2015)

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

Post on 11-Apr-2017

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  • 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

    @paulroetzer #CMWorld

  • 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

  • example scenario

    But, not enough people are organically finding the content.

    brand

    leads

    sales

    loyalty

    @paulroetzer #CMWorld

  • example scenario

    Do they need a paid media strategy?

    @paulroetzer #CMWorld

  • example scenario

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

    @paulroetzer #CMWorld

  • example scenario

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

    @paulroetzer #CMWorld

  • example scenario

    Maybe.

    @paulroetzer #CMWorld

  • example scenario

    Maybe.

    @paulroetzer #CMWorld

  • example scenario

    AND . . . Maybe.

    @paulroetzer #CMWorld

  • data > intelligence > action > outcomes

    @paulroetzer #CMWorld

  • data > intelligence > action > outcomes

    @paulroetzer #CMWorld

  • 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

    @paulroetzer #CMWorld

  • ONLY 21%

    @paulroetzer #CMWorld

  • @paulroetzer #CMWorld

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

    @paulroetzer #CMWorld

  • the challenge

    @paulroetzer #CMWorld

  • lack of education/trainingconsumer behavior

    social networkstechnologies

    channelsdata

  • we create 2.5 quintillion bytes of data every day (thats 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 . . .

    @paulroetzer www.pr2020.com

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

    @paulroetzer #CMWorld

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

    @paulroetzer #CMWorld

  • obstacles create opportunities

  • every trackable interaction creates a data point, and every data point tells a piece of the customers story.

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

    accelerate success.

    @paulroetzer #CMWorld

  • 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

    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

    @paulroetzer www.pr2020.com

    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

    @paulroetzer www.pr2020.com

  • turn data into intelligence, intelligence into action, and

    action into measurable outcomes

    @paulroetzer www.pr2020.com

  • 86% of marketers are working on better understanding what content is effectiveand what isnt

  • 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.

    @paulroetzer #CMWorld

  • 1 align content marke6ng goals with business goals.

    @paulroetzer #CMWorld

  • @paulroetzer #CMWorld

  • whats the business goal?

    @paulroetzer #CMWorld

  • 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

  • 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

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

    @paulroetzer #CMWorld

  • www.BeNerWorks.com

  • 2 iden6fy key performance indicators (KPIs).

    @paulroetzer #CMWorld

  • @paulroetzer #CMWorld

  • 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.

    @paulroetzer #CMWorld

  • 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 Cant Resist

    @paulroetzer #CMWorld

  • 4 train your team.

    @paulroetzer #CMWorld

  • 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.

    @paulroetzer #CMWorld

  • 5 automate + visualize data.

    @paulroetzer #CMWorld

  • use APIs to automate data entry

    @paulroetzer #CMWorld

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

  • 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

    were using Buzzsumo in this example to export 12 months of posts on Content Marketing Institutes 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 areable 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.

    @paulroetzer #CMWorld

  • 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