Beyond Clicks and Views: Measuring Content Performance
28
Beyond Clicks and Views Measuring Content Performance David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
Transcript of Beyond Clicks and Views: Measuring Content Performance
Beyond Clicks and ViewsMeasuring Content Performance
David MyersProduct Manager, Marketo
Mike Telem VP Product Marketing, Marketo
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
• Why content analytics matters• Challenges faced with content analytics• Measuring performance and taking action
Overview
Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
• Build awareness • Create preference• Reach the right buyers • Support buying decisions• Advance prospects in the sales
cycle
Content Marketing
70%of a customer’s journeytoday is self directed
60%of marketers will increase content marketing budget
Why Content
82%of prospects value content targeted to their industry
67%find content targeted to their job function valuable
3xbetter return on investment than paid search
Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Metrics• Website Traffic
• Impressions, Views, Clicks
• Lead Generation• Direct, Assisted, MQL, SQL
• Revenue• Sales, Order value, Upsell
• Benchmark Lift• Brand/Product awareness
Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Measuring Content
Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Gated Content
100 Views 18 Downloads18%
Direct Lead Conversion
The Content Performance Challenge
“Only 21% marketers say they are successful at tracking ROI”(Content Marketing Institute)
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Challenges• Unified view• Gated and non-gated content• Direct and assisted attribution
How to measure
Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Non-Gated Content• Blog Posts
• Videos
• Data Sheets
• Articles
• News / PR
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Non-Gated Content
100 Views
? Conversions
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Direct vs Assisted• Direct
• Visitors who viewed content and in the same visit left their details (completed a form)
• Assisted• Visitors who viewed content and in a future visit left their
details
Content Analytics
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Marketo RTP
Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Marketo RTP
Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Understand your Content ROIReview your content
• Performance
• Most Popular
• Trending
• Lead Generating
Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Leverage in other Channels
Ads
Web
Mobile
Select top performing content to leverage across channels
Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Prioritize Content PlansFocus efforts on content subjects & formats that are proven to be effective
• Content Formats
• Tactics
• Campaigns
Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
• Machine learning and predictive analytics
• Identifies similar web visitors
• Discovers content connections
• Recommends most relevant content
Predictive Content Recommendations
Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Marketo using Recommended Content1
2
3
Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
• Auto-discovers your content
• Analyzes & tracks behavior of discovered content
DISCOVER LEARN RECOMMEND
Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
• Records actual content consumption
• Analyzes performance for different audiences
• Learns what works best for who
DISCOVER LEARN RECOMMEND
Machine Learning
Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
DISCOVER LEARN RECOMMEND
Automatic Content Discovery
Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
• Identifies similar web visitors
• Discovers content connections
• Recommends most relevant content
DISCOVER LEARN RECOMMEND
Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Content Recommendation Results
315%Increase in site engagements (pages per visit, time on site) for targeted visitors
201%Increase in content specific lead conversion
3xMore views on recommended content compared to generic views
18%Increase in content consumption
Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Key Takeaways
1. Analyze Content Performance
2. Leverage in other channels
3. Prioritize Content Plan
4. Use Automatic Predictive Content Recommendations
Thank youBeyond Clicks and Views: Measuring Content Performance
For more info: www.marketo.com/personalization
