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Content Marketing Metrics eMetrics NYC 2011

how to measure the efficacy of content marketing initiatives

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Content Marketing Metrics eMetrics NYC 2011

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  1. Congratulations! You’re a Publisher!

  2. Content Marketing Metrics Charlene Li Founder and Partner eMetrics New York Oct. 19, 2011 Rebecca Lieb Analyst, Digital Advertising & Media

  3. Measure What a Publishers Measures: • Page Views • Time Spent on Page • Top Stories • Subscribers • Ad Sales

  4. Sample Default Slide Master)

  5. B2C Content Marketing Case Study Pepsi Refresh Monitor web for project mentions, assess sentiment. “What consumers say about us is more important than anything that we say. It’s an indexed competitive score looking at how our brand is doing compared to our competitors, indexed on a hundredth scale. The formula accounts for volume and sentiment, and then weighted by platform." –Shiv Singh, PepsiCo

  6. B2B Content Marketing Case Study Eloqua Company closed $2.5 million in annual contracts from clients who downloaded 2010 Grande Guides, additional $3.2 million in contract stage. People who discover Eloqua through its content are 21% more likely to view a demo and more likely to be VP level or higher than the average site visitor, i.e. “quality leads”

  7. Figure Out What You Want to Measure & Why You Want to Measure It • Subscribers • Fans • Likes • SEO (visibility; ranking; as traffic source) • Leads (quality; lifetime value; customers referred by existing leads) • Sales (volume; dollar value; length of sales cycle) • Traffic • Conversions (Sales? Subscribers? Leads?) • User/Lead/Sales Acquisition Costs

  8. One Approach: Assign a Dollar Value to Each KPI •   The average chair costs $500 •   Analytics show 50 people start the process of purchasing a chair online every day, but only 10 finish the process •  User research shows the instructions on the purchase pages are very confusing •  We assume 5-10 people leave the purchasing process because of something unrelated to the site. 5-10 leave the process when they see shipping costs • We assume the remaining 20-30 people would complete the purchasing process if instructions were more helpful • Ergo, the value of the instructional content is likely c. $300,000 - $450,000 per month ($500 X 20-30 people X 30 days) • The cost of fixing the content is approximately $25,000 Source: BrainTraffic

  9. Image by StreetFly_JZ used with Attribution as directed by Creative Commons http://www.flickr.com/photos/streetfly_jz/2760882758 Measuring More Than Money © 2011 Altimeter Group

  10. Source: “A Framework for Social Analytics” by Susan Etlinger

  11. Source: “A Framework for Social Analytics” by Susan Etlinger

  12. Source: “A Framework for Social Analytics” by Susan Etlinger

  13. Soft Content Metrics • Facebook likes, Google + +1s • Retweets • Social network shares • Blog citations • Links back • Comments • Time spent on page • Average page views per visitor • Followers • @Mentions

  14. Soft Content Metrics • Facebook likes, Google + +1s • Retweets • Social network shares • Blog citations • Links back • Comments • Time spent on page • Average page views per visitor • Followers • @Mentions

  15. Image by randomcuriousity used with Attribution as directed by Creative Commons http://www.flickr.com/photos/randomcuriosity/3445573373/ Recommendations © 2011 Altimeter Group

  16. top-converting referrers pages keywords

  17. sales attribution ecommerce dedicated 800 numbers online forms for downloads

  18. lead quality define it: job title? prospect who first watched a video or downloaded a white paper?

  19. search & social media visibility web analytics, Alexa.com, Compete.com tie SEO to specific keywords goal: awareness, buzz, brand, traffic

  20. be patient These aren’t advertising or e-commerce metrics. Clear content marketing ROI takes time to become manifest.

  21. 21 THANK YOU Rebecca Lieb rebecca@altimetergroup.com www.rebeccalieb.com/blog Twitter: @lieblink

  22. 22 ABOUT US Altimeter Group is a research-based advisory firm that helps companies and industries leverage disruption to their advantage. We have four areas of focus: Leadership and Management, Customer Strategy, Enterprise Strategy, and Innovation and Design. Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.

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