The Content Marketing Metrics That Matter (#CMWorld 2015)
Transcript of 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
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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
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example scenario
Are there opportunities to amplify the content via earned media with bloggers, journalists and analysts?
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example scenario
Should they hire an agency or freelancers and double down on content production?
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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
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
the technology to measure, visualize and report on content ROI is accessible and affordable.
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we create 2.5 quintillion bytes of data every day (that’s 18 zeros)
Source: IBM
90% of all data in the world has been created in the last 2 years
Source: IBM
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.
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
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.
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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
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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
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
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
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.
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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
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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
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://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
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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
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.
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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
Image: Franck Calzada/YouTube
The AP “writes” 10x more earnings reports using Automated Insights technology
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