MEASURING THE IMPACT OF CONTENT MARKETING CHRISTOPHER S. PENN
January 22, 2014
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CONTENT MARKETING
WHAT IS CONTENT MARKETING? 7
WHAT IS CONTENT MARKETING? 8 Content Marketing is owning, as
opposed to renting media. Its a marketing process to attract and
retain customers by consistently creating and curating content in
order to change or enhance a consumer behavior. Content Marketing
Institute
The point of content marketing is to help your content reach
your audience. Tweet it: www.shiftcomm.com/amaaquent
3 CORE OUTCOMES 10
3 CORE OUTCOMES 11
3 CORE OUTCOMES 12
THE OLD DAYS 13
WE ARE DROWNING IN CONTENT 14
MARK SCHAEFERS CONTENT SHOCK 15
THE CONTENT SQUEEZE 16
Content supply is increasing; hours in a day are not. Mediocre
content will be buried alive. Tweet it:
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LETS TALK ABOUT MAKING GREAT CONTENT 18
THE PENALTIES FOR BAD CONTENT 19 So stick a fork in it: guest
blogging is done; its just gotten too spammy.
THE PENALTIES FOR BAD CONTENT 20
Obscurity is your greatest enemy, and bad content is a top
culprit. Tweet it: www.shiftcomm.com/amaaquent
CONTENT MARKETING STRATEGY
THE EARNED MEDIA HUB 23
RESEARCH 24
CREATIVE 25
Focus your content marketing budget on research and creative if
you have the choice. Tweet it: www.shiftcomm.com/amaaquent
MESSAGING 27
Your core values tell you what kinds of content you may not
create. Tweet it: www.shiftcomm.com/amaaquent
CONTENT 29
Automated content creation tools are inherently bad because
theyre not unique. Do your own work! Tweet it:
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CONTENT 31 L L L
CONTENT 32 LAUGH L L
CONTENT 33 LAUGH LEARN L
CONTENT 34 LAUGH LEARN LOVE
If your content doesnt make you laugh, learn something, or love
it, its bad content. Tweet it: www.shiftcomm.com/amaaquent
THIS IS WHERE MOST CONTENT MARKETING STOPS.
OWNED 37
PAID 38
EARNED 39
The moment any piece of content is shared, it becomes earned
media and instantly more credible. Tweet it:
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SOCIAL 45 Followers/Fans/Likes (they still matter) Engagement
Votes Shares
EARNED 46 Coverage Reputation Reach
OWNED 47 Traffic to owned properties Engagement
PAID 48 Ad performance Ad sharing
MARKETING 49 List growth List quality
SALES 50 Sales opportunities Closed won deals The Jerry
Maguire
REFLEX 51
No one metric will tell you how your content is doing, just as
no one number tells you how healthy you are. Tweet it:
www.shiftcomm.com/amaaquent
CASE STUDY: TWITTER IPO
RESEARCH 54
CREATIVE 55
Doing what everyone else has done will not get you what
everyone else has gotten. Do something new. Tweet it:
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CREATIVE 57
MESSAGING 58
CONTENT 59
OWNED 60
OWNED 61
EARNED 62
EARNED 63
PAID 64
PAID 65
PAID 66
CONTENT MARKETING IMPACT
SEARCH 68
SOCIAL 69
EARNED 70
OWNED 71
PAID 72
MARKETING 73
SALES 74
WEIGHTING AND ATTRIBUTION 75
SO WHAT?
SEARCH 77 Content marketing not targeted enough Not enough
outreach/ placement (hey, hire a PR firm!) Not using best
practices
SOCIAL 78 Audience too small, content not getting enough reach,
build more audience Maybe pay to grow audience Content a mismatch
to audience?
EARNED 79 No one covering you? A PR firm can help your content
stand out, wink wink nudge nudge No one sharing = content not
compelling enough
OWNED 80 Not seeing traffic increases? Maybe too much lives
off-site Other content on site attracting searches but non-
compelling Insufficient quality and quantity of calls to
action
PAID 81 Not getting ad performance? Try linking up your content
to your ads Use content marketing to remarket ad audiences and
boost ROI
MARKETING 82 List not growing? Your content marketing may be to
blame Test incorporating less or more curation to diagnose
marketing engagement
SALES 83 Sales not closing? Maybe content is too rich,
cannibalizing sales Maybe content doesnt support the sales
narrative
REFLEX 84 FIX THE MOST BROKEN THINGS
REFLEX 85 There is, of course, much more to this model than
what weve shared here, but thats secret sauce territory, and were
happy to work with you.
TOP 3 TAKEAWAYS
No content is better than bad content. Do it well, or not at
all. Tweet it: www.shiftcomm.com/amaaquent
The point of content marketing metrics is to tell you what to
fix next. Tweet it: www.shiftcomm.com/amaaquent
Stop chasing easy and start chasing great. Its the only
sustainable long term content strategy. Tweet it:
www.shiftcomm.com/amaaquent
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