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 • 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 o fff big as well. big as well. @GetCurata @GetCurata #CMExperts #CMExperts 2
71% @GetCurata @GetCurata #CMExperts #CMExperts 3
71% of marketers are 71% of marketers are increasing investment in increasing investment in content content marketing. marketing. Curata 2014 Content Marketing Tactics Planner Curata 2014 Content Marketing Tactics Planner @GetCurata @GetCurata #CMExperts #CMExperts 4
85% @GetCurata @GetCurata #CMExperts #CMExperts 5
“85% 85% of B2B marketers fail to connect of 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.” @GetCurata @GetCurata #CMExperts #CMExperts 6
“I think that we’re making an impact?” Curata’s Head of Sales Lots of Page Views & Shares = Lots of Lots of great + Demos content @GetCurata @GetCurata #CMExperts #CMExperts
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 of 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 @GetCurata @GetCurata #CMExperts #CMExperts 8
I just know this eBook is doing well. Look at how many shares we got! @GetCurata @GetCurata #CMExperts #CMExperts
@GetCurata @GetCurata #CMExperts #CMExperts
But time is running out… • 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 @GetCurata @GetCurata #CMExperts #CMExperts 11
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. @GetCurata @GetCurata #CMExperts #CMExperts
It’s Time to Raise the Performance Measurement Bar Content Marketing ROI Performance Operations Consumption Sharing Top of Cost Production Today Funnel Retention Engagement Middle of Marketing Pipeline Funnel Impact N e x t G e n e BOFU r a t Sales Pipeline i o n Impact @GetCurata @GetCurata #CMExperts #CMExperts 13
Consumption Metrics Site/Blog Asset Social Media Email Feeds • Consumption Page Views Page Views • • • • Downloads Downloads Link Click- Link Click- Clicks Clicks Clicks Clicks • Unique Visitors Unique Visitors • • • Form Completions Form Completions throughs throughs Open Rate Open Rate Views Views • Ave. Time on Site Ave. Time on Site “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 tra ffi ffi c (blog posts) from tra c (blog posts) from tra ffi ffi c 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 analyzing the source of specific website, campaign, etc. By analyzing the source of conversions/tra conversions/tra ffi ffi c, you can better understand what content , you can better understand what content Rob Yoegel VP Marketing Gaggle resonates and what audiences are valuable to the business, resonates and what audiences are valuable to the business, @RobYoegel assuming you can track them through to a sale.” assuming you can track them through to a sale.” @GetCurata @GetCurata #CMExperts #CMExperts 14
Caution: Downloads Tracked through Marketing Automation • Marketing automation software does not track asset “views”. • Form bypasses are excluded. Form bypasses are excluded. @GetCurata @GetCurata #CMExperts #CMExperts 15
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. @GetCurata @GetCurata #CMExperts #CMExperts 16
Retention Metrics Site/Blog Asset Social Media Email Feeds • % Returning • • • Subscribers • N/A Followers Subscribers • Retention Bounce Rate • Unsubscribes • Number of Visits & Opt Outs • Pages/Visit “Understanding how you are “Understanding how you are drawing in your di drawing in your di fff erent influencer erent influencer and buyer personas toward a common content marketing mission is and buyer personas toward a common content marketing mission 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 Robert Rose Robert Rose provides some indication of ‘quality of audience’ as well.” provides some indication of ‘quality of audience’ as well.” Chief Strategist, CMI Chief Strategist, CMI @Robert_Rose Robert_Rose @GetCurata @GetCurata #CMExperts #CMExperts 17
Sharing Metrics Site/Blog Asset Social Media Email Feeds • Social media link shares • Forwards • N/A • Retention Retweets • Likes “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 objectives that contribute to romancing your prospects into ultimately objectives 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. Heidi Cohen Heidi Cohen 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 Chief Content O Chief Content O ffi ffi cer cer quantifiable contributions. Where appropriate, incorporate a call-to-action to quantifiable contributions. Where appropriate, incorporate a call-to-action to Actionable Marketing Actionable Marketing aid tracking.” aid tracking.” Guide Guide @HeidiCohen HeidiCohen @GetCurata @GetCurata #CMExperts #CMExperts 18
Engagement Metrics Site/Blog Asset Social Media Email Feeds • Session Duration Engagement • • Comments • N/A • N/A N/A • Page Depth • Social Media Chatter “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 Larry Kim Larry Kim LinkedIn? How enthusiastically positive are your press pick-ups? There's LinkedIn? How enthusiastically positive are your press pick-ups? There's Founder/CTO Founder/CTO a lot of content out there and so it's important that your content stands a lot of content out there and so it's important that your content stands WordStream WordStream @LarryKim LarryKim out from the rest - these types of reader sentiment metrics can give you out from the rest - 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.” @GetCurata @GetCurata #CMExperts #CMExperts 19
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