How to E ff ectively Measure the ROI of Content Marketing Pawan - - PowerPoint PPT Presentation

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How to E ff ectively Measure the ROI of Content Marketing Pawan - - PowerPoint PPT Presentation

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How to E ff ectively Measure the ROI of Content Marketing Pawan Deshpande, CEO Curata Pawan Deshpande, CEO Curata Nov. 6, 2014 Nov. 6, 2014 @TweetsFromPawan @TweetsFromPawan @GetCurata @GetCurata #CMExperts #CMExperts Content Marketing

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SLIDE 1 #CMExperts #CMExperts @GetCurata @GetCurata

How to Effectively Measure the ROI of Content Marketing

Pawan Deshpande, CEO Curata Pawan Deshpande, CEO Curata
  • Nov. 6, 2014
  • Nov. 6, 2014
@TweetsFromPawan @TweetsFromPawan
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SLIDE 2 #CMExperts #CMExperts @GetCurata @GetCurata

Content Marketing

  • Require upfront investment.

Require upfront investment.

  • Fraught with peril & failure-prone.

Fraught with peril & failure-prone.

  • Have to face plenty of skeptics.

Have to face plenty of skeptics.

  • Take you into uncharted waters.

Take you into uncharted waters.

  • But can pay o

But can pay offf big as well. big as well.

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SLIDE 3 #CMExperts #CMExperts @GetCurata @GetCurata

71%

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SLIDE 4 #CMExperts #CMExperts @GetCurata @GetCurata 4

71% 71% of marketers are

  • f marketers are

increasing investment in increasing investment in content content marketing. marketing.

Curata 2014 Content Marketing Tactics Planner Curata 2014 Content Marketing Tactics Planner
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SLIDE 5 #CMExperts #CMExperts @GetCurata @GetCurata

85%

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SLIDE 6 #CMExperts #CMExperts @GetCurata @GetCurata 6

“85% 85% of B2B marketers fail to connect

  • f B2B marketers fail to connect

content activity to content activity to business value — and, as a result, business value — and, as a result, fail to retain customers or fail to retain customers or win their long-term loyalty.” win their long-term loyalty.”

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SLIDE 7 #CMExperts #CMExperts @GetCurata @GetCurata “I think that we’re making an impact?” + Lots of Page Views & Shares = Lots of Demos Lots of great content Curata’s Head of Sales
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SLIDE 8 #CMExperts #CMExperts @GetCurata @GetCurata

The solution to date has been to increase The solution to date has been to increase content production and promotion . . . content production and promotion . . . 73% 73% of B2B marketers are producing more

  • f B2B marketers are producing more

content than they did one year ago... content than they did one year ago... and using an average of and using an average of 13 13 content tactics. content tactics.

MarketingProfs / Content Marketing Institute MarketingProfs / Content Marketing Institute 8
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SLIDE 9 #CMExperts #CMExperts @GetCurata @GetCurata I just know this eBook is doing well. Look at how many shares we got!
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SLIDE 10 #CMExperts #CMExperts @GetCurata @GetCurata
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SLIDE 11 #CMExperts #CMExperts @GetCurata @GetCurata 11
  • Scarce resources need better allocation

Scarce resources need better allocation

  • Great content marketing results are hard

Great content marketing results are hard to come by to come by

  • Investors demand to see a return

Investors demand to see a return

But time is running out…

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SLIDE 12 #CMExperts #CMExperts @GetCurata @GetCurata

As content marketers… We need to understand what’s working and what’s not. So we can do more of what works. And less of what doesn’t.

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SLIDE 13 #CMExperts #CMExperts @GetCurata @GetCurata Consumption Sharing Retention Engagement Today It’s Time to Raise the Performance Measurement Bar Content Marketing ROI Performance Operations Cost Production Marketing Pipeline Impact N e x t G e n e r a t i
  • n
Top of Funnel Sales Pipeline Impact Middle of Funnel BOFU 13
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SLIDE 14 #CMExperts #CMExperts @GetCurata @GetCurata Consumption Metrics Consumption
  • Page Views
Page Views
  • Unique Visitors
Unique Visitors
  • Ave. Time on Site
  • Ave. Time on Site
Site/Blog Asset Social Media Email Feeds
  • Downloads
Downloads
  • Form Completions
Form Completions
  • Link Click-
Link Click- throughs throughs
  • Clicks
Clicks
  • Open Rate
Open Rate
  • Clicks
Clicks
  • Views
Views “The most success I've had is looking at conversion metrics “The most success I've had is looking at conversion metrics (downloads/registrations) and website tra (downloads/registrations) and website traffi ffic (blog posts) from tra c (blog posts) from traffi ffic c
  • sources. Either in aggregate (i.e., social vs. search. vs. direct) or by a
  • sources. Either in aggregate (i.e., social vs. search. vs. direct) or by a
specific website, campaign, etc. By specific website, campaign, etc. By analyzing the source of analyzing the source of conversions/tra conversions/traffi ffic, you can better understand what content , you can better understand what content resonates and what audiences are valuable to the business, resonates and what audiences are valuable to the business, assuming you can track them through to a sale.” assuming you can track them through to a sale.” Rob Yoegel VP Marketing Gaggle @RobYoegel 14
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SLIDE 15 #CMExperts #CMExperts @GetCurata @GetCurata

Caution: Downloads Tracked through Marketing Automation

  • Marketing automation software does
not track asset “views”.
  • Form bypasses are excluded.
Form bypasses are excluded. 15
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SLIDE 16 #CMExperts #CMExperts @GetCurata @GetCurata

Email Consumption Analytics Gotcha’s

  • Open rates

Open rates are typically under-reported. Only register on click through or image loads.

  • Click through rates

Click through rates are deceiving. Recipients may read email without clicking through.

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SLIDE 17 #CMExperts #CMExperts @GetCurata @GetCurata Retention Metrics Retention
  • % Returning
  • Bounce Rate
  • Number of Visits
  • Pages/Visit
Site/Blog Asset Social Media Email Feeds
  • N/A
  • Followers
  • Subscribers
  • Unsubscribes
& Opt Outs
  • Subscribers
“Understanding how you are “Understanding how you are drawing in your di drawing in your diffferent influencer erent influencer and buyer personas toward a common content marketing mission and buyer personas toward a common content marketing mission is is perhaps the most important first goal of any approach – and will perhaps the most important first goal of any approach – and will give you a great early indicator of future success. So, mostly that give you a great early indicator of future success. So, mostly that looks like a registered or ‘known subscriber’ metric – and also looks like a registered or ‘known subscriber’ metric – and also provides some indication of ‘quality of audience’ as well.” provides some indication of ‘quality of audience’ as well.” Robert Rose Robert Rose Chief Strategist, CMI Chief Strategist, CMI @Robert_Rose Robert_Rose 17
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SLIDE 18 #CMExperts #CMExperts @GetCurata @GetCurata Sharing Metrics Retention
  • Social media link shares
  • Retweets
  • Likes
Site/Blog Asset Social Media Email Feeds
  • Forwards
  • N/A
“Content marketing success metrics must be tracked back to your specific Content marketing success metrics must be tracked back to your specific business goals business goals. Each goal often requires a series of smaller steps and Each goal often requires a series of smaller steps and
  • bjectives that contribute to romancing your prospects into ultimately
  • bjectives that contribute to romancing your prospects into ultimately
purchasing from your organization. purchasing from your organization. Due to the complexity of today’s marketing and the number of potential Due to the complexity of today’s marketing and the number of potential buyer paths, don’t rush to attribute sales entirely to the last platform touched. buyer paths, don’t rush to attribute sales entirely to the last platform touched. Platforms such as social media may contribute to your results but not yield Platforms such as social media may contribute to your results but not yield quantifiable contributions. Where appropriate, incorporate a call-to-action to quantifiable contributions. Where appropriate, incorporate a call-to-action to aid tracking.” aid tracking.” Heidi Cohen Heidi Cohen Chief Content O Chief Content Offi fficer cer Actionable Marketing Actionable Marketing Guide Guide @HeidiCohen HeidiCohen 18
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SLIDE 19 #CMExperts #CMExperts @GetCurata @GetCurata Engagement Metrics Engagement
  • Session Duration
  • Page Depth
Site/Blog Asset Social Media Email Feeds
  • N/A
  • Comments
  • Social Media
Chatter
  • N/A
  • N/A
“One important new metric I started tracking recently for content “One important new metric I started tracking recently for content marketing is reader feedback. marketing is reader feedback. For example, For example, are you getting fan mail from people who are blown away are you getting fan mail from people who are blown away by your content? by your content? Are your readers reaching out to you to connect on Are your readers reaching out to you to connect on LinkedIn? How enthusiastically positive are your press pick-ups? There's LinkedIn? How enthusiastically positive are your press pick-ups? There's a lot of content out there and so a lot of content out there and so it's important that your content stands it's important that your content stands
  • ut from the rest
  • ut from the rest - these types of reader sentiment metrics can give you
  • these types of reader sentiment metrics can give you
an indication if you are succeeding or not.” an indication if you are succeeding or not.” Larry Kim Larry Kim Founder/CTO Founder/CTO WordStream WordStream @LarryKim LarryKim 19
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SLIDE 20 #CMExperts #CMExperts @GetCurata @GetCurata Marketing Pipeline Impact Metrics Marketing Pipeline Impact
  • New Leads Generated (First, Last & Multi-touch)
  • Existing Leads Touched
  • Content Score
Site/Blog Asset Social Media Email Feeds “At the end of the day why are we doing this? The answer is “At the end of the day why are we doing this? The answer is for for more leads more leads. If the leads that are coming into your . If the leads that are coming into your pipeline are more qualified based on the engagement with pipeline are more qualified based on the engagement with your content and are closer to buying, then your content your content and are closer to buying, then your content strategy is working.” strategy is working.” Jason Miller Senior Manager of Content & Social LinkedIn @JasonMillerCA JasonMillerCA 20
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SLIDE 21 #CMExperts #CMExperts @GetCurata @GetCurata 21 Lead Contact Account Opportunity

Deep Dive: Campaign Tracking in Salesforce

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SLIDE 22 #CMExperts #CMExperts @GetCurata @GetCurata

Deep Dive: Campaign Tracking in Salesforce

Attributes What does it mean? So What? Persistence Persistence Content connection persists Content connection persists throughout the lead’s journey. throughout the lead’s journey. Track: Track:
  • Leads generated per content piece
Leads generated per content piece
  • Impact of content on lead conversion
Impact of content on lead conversion Multiple Attribution Multiple Attribution More than one campaign can be More than one campaign can be associated with a lead record. associated with a lead record. Enables a multi-touch attribution Enables a multi-touch attribution model (multiple pieces of content model (multiple pieces of content get credit). get credit). Time Stamping Time Stamping The lead-campaign association The lead-campaign association is time stamped enabling you to is time stamped enabling you to replay the user’s content replay the user’s content consumption. consumption. Enables identification of: Enables identification of:
  • “Last touch” attribution
“Last touch” attribution
  • Impact on lead conversion
Impact on lead conversion 22 Lead Contact Opportunity Campaign
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SLIDE 23 #CMExperts #CMExperts @GetCurata @GetCurata

Campaign Tracking in Salesforce

23 Content Type & Asset Name Consumption Date Medium Status: (Delivered, Downloaded, …)
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SLIDE 24 #CMExperts #CMExperts @GetCurata @GetCurata Sales Pipeline Impact Metrics Sales Pipeline Sales Pipeline Impact Impact
  • % and $ Value of Opportunities Influenced/
Generated
  • % and $ Value of Opportunities Won
Site/Blog Asset Social Media Email Feeds “Revenue has to be the mother of all metrics. Revenue has to be the mother of all metrics. It's what we're here It's what we're here for, right?” for, right?” Doug Kessler Doug Kessler Creative Director/Co- Creative Director/Co- Founder, Velocity Founder, Velocity @dougkessler dougkessler “What’s the most important content marketing metric?. . . How’s “What’s the most important content marketing metric?. . . How’s sales? sales? Ultimately content marketing drives sales success. Ultimately content marketing drives sales success.” ” David David Meerman Meerman Scott Scott Online Marketing Online Marketing Strategist, Strategist, @dmscott dmscott 24
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SLIDE 25 #CMExperts #CMExperts @GetCurata @GetCurata Influenced Generated

Deep Dive: Content Marketing Sales Metrics Cheat Sheet

$ % Revenue Pipeline

x x

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SLIDE 26 #CMExperts #CMExperts @GetCurata @GetCurata Operations & ROI Metrics Operations
  • Production
Production
  • Time to Live
  • Content Throughput
  • Content Backlog
Site/Blog Asset Social Media Email Feeds “The power of content marketing goes far beyond generating leads. “The power of content marketing goes far beyond generating leads. It is critical to measure the increase in the It is critical to measure the increase in the Average Value per Average Value per Customer Customer to reflect content marketing's e to reflect content marketing's efffectiveness in educating ectiveness in educating buyers and di buyers and diffferentiating the brand in order to increase purchase erentiating the brand in order to increase purchase volume and earn long-term loyalty. This additional profit margin volume and earn long-term loyalty. This additional profit margin generated helps to justify the ROI of generated helps to justify the ROI of higher-cost content that truly higher-cost content that truly improves the quality of the lead and the customer relationship improves the quality of the lead and the customer relationship.” Jim Jim Lenskold Lenskold President, President, Lenskold Lenskold Group Group @jimlenskold jimlenskold
  • Cost
Cost
  • Production Costs per Post
  • Distribution Costs per Post
  • Promotion Costs
ROI
  • Return on Investment
  • Pipeline Influence per Word per Writer
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SLIDE 27 #CMExperts #CMExperts @GetCurata @GetCurata

Building Your Own “Dream” Dashboard

Step 1: Assess Current Navigational Capabilities Step 2: Identify Current & Desired Metrics Step 3: Start Small . . . Measure/ Track the Basics Step 4: Expand to Include Advanced Metrics Content Quality Content Quantity MPI SPI Production Efficiency Content
  • Mktg. Index
Metric Week ¡1 Week ¡2 Week ¡3 Week ¡4 Week ¡5 Week ¡6 Page ¡Views Subscribers Downloads Clicks Open ¡Rates
  • Ave. ¡Time ¡On-­‑Site
Followers Retweets Leads ¡Generated Existing ¡Leads ¡Touched Opportunities ¡Generated Existing ¡Opportunities ¡Touched $ ¡Value ¡Opportunities ¡Won 27
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SLIDE 28 #CMExperts #CMExperts @GetCurata @GetCurata “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” John Wanamaker content marketing
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SLIDE 29 #CMExperts #CMExperts @GetCurata @GetCurata

Content Marketing ROI for a Campaign

x = a piece of content

C = a collection of content (a campaign)

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SLIDE 30 #CMExperts #CMExperts @GetCurata @GetCurata

Content Backlog

How long on average do people spend before visiting your blog How long on average do you take to publish new content If greater than 1, you are publishing content more often than your visitor s are able to consume it. If less than 1, your visitors are hungry for more content. 30
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SLIDE 31 #CMExperts #CMExperts @GetCurata @GetCurata

Pipeline Influence, by Word for a Writer

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x = a piece of content

W = a collection of content by a writer

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SLIDE 32 #CMExperts #CMExperts @GetCurata @GetCurata
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SLIDE 33 #CMExperts #CMExperts @GetCurata @GetCurata

The Content Marketing Quota

Alexandra Barca Content Marketing Specialist

Total Bonus Compensation Total Bonus Compensation

25% Company Financial 25% Company Financial Performance Performance 25% Marketing 25% Marketing Overall Performance Overall Performance 50% Alex’s 50% Alex’s Content Marketing Content Marketing Performance Performance 33
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SLIDE 34 #CMExperts #CMExperts @GetCurata @GetCurata

The Content Marketing Quota

Alexandra Alexandra Barca Barca Content Marketing Specialist Content Marketing Specialist 75% Owned Media Alex’s Alex’s Content Marketing Content Marketing Performance Performance 25% Earned Media 34
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SLIDE 35 #CMExperts #CMExperts @GetCurata @GetCurata

The Content Marketing Quota

Alexandra Alexandra Barca Barca Content Marketing Specialist Content Marketing Specialist 75% Owned Media Alex’s Alex’s Content Marketing Content Marketing Performance Performance 25% Earned Media 50% Engagement 50% Engagement 25% Sales Impact 25% Sales Impact 25% Marketing 25% Marketing Impact Impact 25% Marketing Impact 25% Marketing Impact 35
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SLIDE 36 #CMExperts #CMExperts @GetCurata @GetCurata

Contact Me

Email: pawan@curata.com Twitter: @TweetsFromPawan Site: www.curata.com

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SLIDE 37 #CMExperts #CMExperts @GetCurata @GetCurata

The Comprehensive Guide to Content Marketing Analytics & Metrics

With advice from over 20 of today’s top marketing experts on what they believe to be the most important content marketing metric.
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SLIDE 38 #CMExperts #CMExperts @GetCurata @GetCurata

Additional Resources

38 eBook eBook: Look Book Content Curation Case Studies eBook eBook: 5 Steps to Becoming a Content Curation Rockstar Industry Resource & News: Industry Resource & News: Content Curation Marketing Site www.contentcurationmarketing.com www.contentcurationmarketing.com eBook eBook: Content Marketing Done Right: Ethical Curation eBook eBook: Open & Shut Case for Curation Report Report: 2012 B2B
  • Mktg. Trends
Survey eBook eBook: 2014 Content Marketing Tactics Planner eBook eBook: Stop Egocentric Marketing: Content Marketing Strategy eBook eBook: Business Blogging Secrets Revealed eBook eBook: 4 Steps To Content Marketing Enlightenment …and more online at: www.curata.com/resources Twitter: @GetCurata LinkedIn Group: The Content Marketing Forum