Standard Steps To Measure Content Marketing ROI
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www.omnepresent.com Standard Steps to Measure Content Marketing ROI By OmnePresent
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Transcript of Standard Steps To Measure Content Marketing ROI
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Standard Steps to Measure Content Marketing ROI By OmnePresent
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Introduction
● According to the Content Marketing Institute’s 2015 B2B and B2C standard reports, less than a quarter of marketers are able to prove content marketing ROI
● 49% of B2B and 51% of B2C marketers faced difficulties in measuring content effectiveness in 2014
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Step1:Know Different types of Content Metrics
● Metrics fluctuate depending on wide range of variables since all contents are neither created equal nor appropriate
● To calculate content effectiveness, four types of content metrics are:○ Consumption Metrics○ Sharing Metrics○ Lead Generation Metrics○ Sales Metrics
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Consumption Metrics
● Consumption Metrics are the most basic metrics among different types of Content Metrics
● Content views (page, video, Slideshare and so on), time on page and bounce rate can all be accessed easily from an analytics tool
● Surface level story of content performance is told by these simple data points which serve as measurements of brand awareness and web traffic
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Sharing Metrics
● To reveal more information about reach, awareness, resonance, and engagement, sharing metrics can be used
● Through social channels, following speak of content’s success:
○ Likes○ Shares○ Tweets○ Retweets○ +1s○ Pins
● Through email, forwards indicate resonance, and inbound links serve as additional validation across web
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Lead Generation Metrics
● Lead generation metrics, speak directly to the value consumers place in your content like: ○ form submissions○ email/ blog subscriptions○ conversion rates
● If accessing your content is worth disclosure of personal information then you have the right to gather that information for segmentation and targeting
● Remember, form submission not necessarily imply a desire to do business with you
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Sales Metrics
● Sales metrics show how content influence customer purchase and adds to top-line growth
● Revenue is the main goal of marketing but content attribution can be a tough to crack
● It is seen that most customers requires 7+ touch points for making a buying decision
● Be sure to track assists to understand which content is most effective at influencing buying behaviour directly, or indirectly
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Step 2: Map Metrics to the Purchase Funnel
● The concept of the purchase funnel represents the stages customers go through when making a purchasing decision
● The stages are:○ Awareness○ Interest and Desire○ Action
● When mapping metrics to each stage of purchase funnel, two primary considerations that marketers should take into account are:○ Purpose of the content ○ Consumption barriers
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Awareness
● At this stage, your goal should be to entertain or educate a possibility
● You are not trying to sell anything at this point so content should be helpful and impartial
● Instead, your goal is to deliver problem solving content that is helpful
● Sacrifices like time, privacy or money, a prospect do not have to make, to experience your content
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● Awareness phase includes typical content like blog posts, press releases, web pages, videos and so on
● Consumption and sharing metrics can be primarily used to measure content effectiveness in this phase
● Lead generation metrics should be used in addition if any of the listed assets in this phase are gated behind forms
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● In Interest and Desire phase, advise prospects to see your products or services as solutions for their particular problems
● Content of this phase should be more biased, showing factors which differentiate you from your competitors in solving said problems
● Consumption barrier should be somewhat higher than at the Awareness phase
Interest And Desire
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● Contents that helps to generate interest and converts that interest into desire are:○ Webinars○ Case Studies○ Brochures○ Catalogs○ FAQs○ Spec Sheets
● Lead generation metrics can be used in this phase to measure content effectiveness
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Action
● At the desire phase, prospects have done their research and decided to do business either from you or a competitor
● In this phase, content should be heavily biased towards your branded solution and clearly express the value to customers
● Consumption barrier should be high● Examples of content that generate
action are free trials, live demos, coupons, consultations and so on
● The primary dimensions to measure content of this phase is Sales Metrics
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● It is not easy to tie all content initiatives to revenue
● Attribution modeling can be tricky, especially when looking at a multitude of unequal touchpoints, micro conversions and conversion assists
● Nailing down the fundamental of metrics is the first step in proving content ROI
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Conclusion
● Content marketing can be immensely powerful
● You should define your strategy, process for execution and most importantly measurement system to get great results
● Besides to importance of reach and engagement, your ultimate goal is to convert readers into customers
● To hold target audience’s interest, you should have a sustainable story to tell
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