Measuring the Impact of Content Marketing
-
Upload
brian-honigman -
Category
Marketing
-
view
3.981 -
download
4
Transcript of Measuring the Impact of Content Marketing
IMPACTMEASURING THE
OF CONTENT MARKETING
Guest Lecture: FIT
I'm a Content Marketing Consultant and CEO of Honigman Media.
HI!I’m Brian Honigman
77%YES
23%NO
PERCENTAGE OF B2C RESPONDENTS USING CONTENT MARKETING
According to the Content Marketing Institute
51%49%of B2B Marketers
ARE CHALLENGED BY MEASURING THE ROI OF THEIR CONTENT MARKETING
According to the Content Marketing Institute
of B2C Marketers&
60%STILL USE WEB TRAFFIC TO MEASURE THEIR SUCCESS WITH CONTENT MARKETING
According to the Content Marketing Institute
of B2B Marketers
KEY CHALLENGESto Effective Measurement
CHALLENGE #1the complexity of the content marketing ecosystem
CHALLENGE #2lack of experience and understanding with content marketing
CHALLENGE #3the way audiences consume content across devices
DETERMININGTHE ROI OF CONTENT MARKETING
“You must first set marketing goals for your content that are aligned with your business objectives, understand your target audience including what types of content
they like and where they look for content, and develop appropriate content marketing metrics.
–Heidi Cohen
“Chief Content Officer of Actionable Marketing Guide
UNDERSTAND YOUR OBJECTIVES
BUSINESS GOAL
CUSTOMER EXPERIENCE
INNOVATION BRAND HEALTH
MARKETING OPTIMIZATION
REVENUE GENERATION
OPERATIONAL EFFICIENCY
Source: Altimeter Group
•Where your organization fits into the industry
•What your pain points are
•What you are already doing
•What gaps exist in your current strategy
•Where you need help
STRATEGY DISCOVERY PROCESS TO MAP OUT:
with internal and external stakeholders what you’re looking to accomplish and how content can be leveraged.
PLAN AND DISCUSS:
the objectives that align with your audience, offerings and budget.
IDENTIFY AND SELECT:
• Customer Retention/Loyalty • Engagement • Brand Awareness • Sales • Customer Evangelism • Lead Generation • Lead Nurturing • Upsell / Cross Sell
TYPES OF GOALS
PAIR METRICS WITH THESE GOALS
+ + +CONVERSION REACH ENGAGEMENT
•Email Sign-Ups •Downloads •Requests for Information, •Sales
•Pageviews •Video Views •Impressions •Unique Users •Open Rates
•Comments, •Shares •Time on Site •Click-to-Open Rate
“ You’ve got to wean yourself off vanity metrics.
–Joe Chernov
“VP of Content at HubSpot
VANITY METRICS vs. ACTIONABLE METRICS
Scale slowly with content measurement to avoid too many data points overwhelming your approach.
CHOOSE 2-3 GOALS TO MEASURE SUCCESS
Set up a reporting system to monitor your results with content marketing.
McDonald’sCASE STUDY #1
“YOUR QUESTIONS” CAMPAIGNhttp://yourquestions.mcdonalds.ca/
+ + +
GOAL #1 IMPACTING SENTIMENT
GOAL #2 INCREASED
REVENUE
GOAL #3 PROVIDE CUSTOMER
SERVICE
Metrics: Sales Generated, Cost Savings
Metrics: Satisfaction Ratings, Frequently Used Words, Percentage of Voice in Industry
Metrics: Volume of Feedback, Brand Recognition, Speed of Response
MEASURING McDONALD’S CONTENT MARKETING
CASE STUDY #2
+ + +
GOAL #1 CUSTOMER
ENGAGEMENT
GOAL #2 INCREASED
REVENUE
GOAL #3 AUDIENCE
DEVELOPMENT
Metrics: Sales Generated, Cost Savings
Metrics: Comments, Shares, Time on Site, Reviews, Content Created
Metrics: Social Following, Email Subscribers, Leads Generated, Unique Pageviews
MEASURING GOPRO’S CONTENT MARKETING
CASE STUDY #3
+ + +
GOAL #1 CUSTOMER
ENGAGEMENT
GOAL #2 INCREASED
REVENUE
GOAL #3 ESTABLISH THOUGHT
LEADERSHIP
Metrics: Sales Generated, Cost Savings
Metrics: Comments, Shares, Time on Site, In-Store Visits, Customer Referrals
Metrics: Share of Voice, Brand Recognition, Customer Loyalty, Press Mentions
MEASURING WHOLE FOOD’S CONTENT MARKETING
Follow Subscribe Connect
THANKS FOR READING!KEEP IN TOUCH!