4simple marketing templates - banhbeo's blog · for b2b marketers, measuring reach ... top...

SIMPLE MARKETING TEMPLATES

for Analyzing Your Content

4 TEMPLATES TO BUILD YOUR COMPLETE MARKETING METRICS DASHBOARD.

4

Table of ContentsClick on chapter title to jump to desired section

PlanStep 1: Building Your Content Activation Insights Dashboard

Content Activation Insights DashboardExample Dashboard Charts

Step 2: Building Your Content Reach Insights Dashboard

Cross Channel ReachTraffic Drivers by Channel Most Engaged Assets by Persona, Content Type, and Sales StageExample Dashboard Charts

Step 3: Building Your Content Conversion Insights Dashboard

Assets Ranked by Content Score and Revenue Attribution Campaigns Ranked by Content Score and Revenue AttributionCategories Ranks by Content Score and Revenue AttributionExample Dashboard Charts

Step 4: Building Your Content Production Insights Dashboard

Buyer Persona and Sales Stage CoverageAverage Production Cycles and Bottlenecks

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Simple Marketing Templates

3

Successful internal content activation is key to creating external engagement. But with 65% of content created going unused, internal content activation is one of the most neglected areas of reporting for content metrics.

Before you begin to measure the overall effectiveness of your content, you need a way to measure how and when your content is being used.

Step 1: Building Your Content Activation Insights Dashboard

Metric Month 1 Month 2 Month 3

# Internal Views of Assets

# Internal Downloads of

Assets

# Internal Shares of Assets

# Referral Traffic to Assets Driven

by Internal Shares

Content Activation Insights Dashboard

Implementation Period: 90 Days

“65% of content created goes unused.” —SiriusDecisions


4

Sample Dashboard Charts

0200400600800

10001200140016001800

Month 3Month 2Month 10

50100150200250300350400


0

100

200

300

400

500

600


50100150200250300350400


Month over Month (MoM) Views of Assets MoM Internal Asset Downloads

MoM Internal Shares of Assets MoM Referral Traffic from Internal Shares


5

0

200

400

600

800

1000

1200

1400

Month 3Month 2Month 1 0.000.020.040.060.080.100.120.140.16

0

200

400

600

800

1000

1200

Month 3Month 2Month 1 -0.10

-0.05

-0.00

0.05

0.10

0.15

0.20

0.25

Fig 1: MoM Internal Views of Assets Fig 2: MoM Internal Shares of Assets

Figure 1 represents a three-month growth trend in whole number of internal views of content with the percentage of growth overlaid, while Figure 2 represents a declining trend of internal shares of assets over the same period of time. These corresponding trends would indicate an issue of internal teams consuming assets but not seeing enough value to share socially.

Figure 3 represents a growing trend of internal shares of content in whole numbers and month over month growth as a percentage. Figure 4 represents a declining trend in referral traffic from internal shares of assets over the same period. These corresponding trends might indicate internal teams sharing assets more often, but those assets failing to generate engagement with external audiences.

0100200300400500600700800900

1000

Month 3Month 2Month 1 0.000.020.040.060.080.100.120.140.160.18

0

100

200

300

400

500

600

Month 3Month 2Month 1 -0.14

-0.12

-0.10

-0.08

-0.06

-0.04

-0.02

0.00

Fig 3: MoM Internal Shares of Assets Fig 4: MoM Referral Traffic Driven by Shares


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MAKE YOUR CONTENT ART: ACCESSIBLE, RELEVANT, AND TRACKABLE.

Don’t let another piece of content go to waste—build your internal content hub now.

GET STARTED NOW. GRAB YOUR GUIDE

http://resources.kapost.com/your-guide-to-building-an-internal-content-repository.html?rs=Resources


7

Step 2: Building Your Content Reach Insights Dashboard

Measuring Cross Channel Reach

Measuring Traffic Drivers by Channel

Engagement is often measured in a hodgepodge of formats, and is usually intended to measure top-of-funnel activity. For B2B marketers, measuring reach and engagement of content must go beyond vanity metrics, such as clicks or shares, and extend to include your personas, sales stages, and a full-funnel perspective of distribution channels.


Metric Month 1 Month 2 Month 3

# Page Views

# Video Views

# Email Opens

# Downloads

Channel Month 1 Month 2 Month 3

Paid

Organic

Direct

Social


8

Measuring Most Engaged Assets by Persona, Content Type, and Sales Stage

Channel / Tactic # Engagements % of Total Engagements

Direct

Paid Program 1

Paid Program 2

Social Channel 1

Social Channel 2

Social Channel 3

# Engagements (Per Month)

Content Type (Blog, Video,

Whitepaper, etc.)Persona Sales Stage

Content Type Title Author Publish Date #

Engagements


9

Example Dashboard Charts

Cross channel reach

1,685 1,721

1,4711,559

0

500

1000

1500

2000

Email Opens YouTube Views Page Views Downloads

May 18May 11May 4April 27

0 500 1000 1500 2000 2500 3000 3500 4000

Social

Paid

Search

Direct

Other

Referrals

Traffic Drivers by Channel


10


Most Engaged Assets by Persona, Content Type, and Sales Stage

0 500 1000 1500 2000 2500 3000 3500 4000 4500

Whitepaper

Email

Blog Post

Video

Case Study

0 500 1000 1500 2000 2500

Manager

Decision Maker

Director

Executive

Engagement by Content Type Engagement by Persona

Engagement by Sales Stage

0 500 1000 1500 2000 2500 3000 3500 4000

Closed Deal

Sales Accepted Lead

Marketing Qualified Lead

Lead

Content Type Title Author Pub Date EngagementsBlog Post Must Do’s After a Product Audit Lauren Collins 7/16/2015 374

Blog Post LifeSci in Today’s Market: Hard Numbers Julian Johnson 9/29/2015 365

Blog Post What Does the Future of LifeSciences Look Like? Michael Lee 4/24/2015 359

Blog Post New Bio Trends 2015 Henry Jones 5/11/2014 354

Ebook/Whitepaper Webinar with LifeSci Inc. Nader Akhnoukh 4/29/2015 351

Facebook Biological Innovation Cheat Sheet Xavier Evans 9/22/2015 346

Blog Post Top Podcasts for LifeSciences in North America Vanessa Maxwell 4/24/2015 345

Blog Post LifeSci 3.0 Product Launch Announcement Lauren Collins 4/29/2015 341

Blog Post Why LifeSci Tech? Michael Lee 9/8/2015 341

Blog Post BioMed Trends in 2015 Eric Martinez 4/24/2015 339

Infographic Why LifeSci Tech? Nader Akhnoukh 4/29/2015 339


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Step 3: Building Your Content Conversion Insights Dashboard Ranking content at each conversion stage by content score allows B2B marketers to see which assets, multi-asset campaigns, and categories of content are generating the greatest amount of value within the buyer’s journey.

Assets Ranked by Content Score / Revenue Attribution

Assets Ranked by Content Score / Revenue Attribution

Conversion Stage


Sales Accepted Lead

Closed Deal

Revenue

Conversion Stage


Sales Accepted Lead

Closed Deal

Revenue


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Categories Ranked by Content Score / Revenue Attribution

Conversion Stage


Sales Accepted Lead

Closed Deal

Revenue


0 2 4 6 8 10

Top Bio-Med Trends in 2015

Marketing Qualified Lead: Content Score

Top Podcasts: LifeSciences in 2015

BioTech Trends in 2014

LifeSci Intro Nuture email

New Segment Launch: Europe

New Bio Trends 2015

New Trends in Life Sciences Market

Become a Bio-Industry Publisher


Theme: From Research to Development

Which assets are resonating with each of your funnel stages?


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0 500 1000 1500 2000 2500 3000 3500 4000

Selling in Today's LifeScience

Closed Win: Revenue

From Chaos to Clarity: LifeSci

New Segment Launch

Top Podcasts: LifeSciences

Bio-Tech: Why Now?

Why LifeSci Tech?


Event: SanFran BioTech Show

LifeSci in Today's Market: Hard

Multi-Touch Campaign for LifeScience

0.0 0.2 0.4 0.6 0.8 1.0 1.2

New Segment Launch: Biological

Closed Win: Content Score

FRE Webinar

Social Selling- BioTech California


Which assets are resonating with each of your funnel stages?

Which campaigns are resonating with each of your funnel stages?

Which campaigns are resonating with each of your funnel stages?

0 200 400 600 800 1000

New Segment Launch: Biological

Closed Win: Revenue

FRE Webinar




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0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0

Product Reviews

Closed Win: Content Score

Company News

Lists

Interview

Uncategorized

How Tos

Which categories are resonating with each of your funnel stages?

Which categories are resonating with each of your funnel stages?

0 100 200 300 400 500 600 700 800 900

Product Reviews

Closed Win: Revenue

Company News

Lists

Interview

Uncategorized

How Tos


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NEED INSIGHTS?

Kapost empowers B2B marketers with a complete dashboard for evaluating and optimizing performance across the

content lifecycle.

LEARN MORE ABOUT KAPOST INSIGHTS

http://resources.kapost.com/b2b-marketing-strategy.html?rs=Resources

http://resources.kapost.com/discover-kapost-insights.html


16

Step 4: Building Your Content Production Insights Dashboard

Buyer Persona and Sales Stage Coverage


SAL

Customer

Opp

Lead

Prospect (Pre-sales)N

umbe

r of

Ass

ets

in P

rodu

ctio

n by

Sal

es S

tage

Number of Assets in Production by Persona

Decisio

n

Maker

sPro

duct

Manag

er

VP Sales

-

Enterpris

e CMO

Measuring the overall health of your content production cycles requires understanding the time it takes to produce assets, how often your team meets deadlines, and which specific tasks slow down overall production cycles. Benchmarking the overall time it takes to put assets into market, and where deadlines are commonly missed, allows you to set realistic timelines based on actual production cycles.


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Average Production Cycles and Bottlenecks

Content Type Average Number of Days in Production

Blog Post

Infographic

Whitepaper

Email

Landing Page

Webinar

Content Type Percentage of Assets Delivered Past Deadline

Blog Post

Infographic

Whitepaper

Email

Landing Page

Webinar


18

Average Production Cycles and Bottlenecks

Task Average Days to Complete Task

Percentage of Times Task Completed Late

Approve Brief

Submit Copy

Revise Copy

Approve Asset

Publish / Distribute


19


SAL 0 2 6 2

Customer 1 3 2 2

Opp 5 2 1 1

Lead 1 3 2 2

Prospect (Pre-sales) 1 3 2 2

What gaps do we have in our strategy?

Valu

es

Decisio

n Mak

ers

Product

Manag

er

VP Sales

- Enter

prise

CMO


20


0

10

20

30

40

50

JunMayAprMarFebJan

Avg

Day

s to

Pro

duce

Con

tent

Avg Days to Produce Content

How long does it take to produce content?


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How often are assets delivered late?

Which workflow tasks are slowing down our production?

0

20

40

60

JunMayApr

Perc

enta

ge o

f Ass

ets

Late

Percentage of Assets Late

0 5 10 15 20 25

-25

0

25

50

75

100

125

Perc

enta

ge o

f Tim

es D

eliv

ered

Lat

e

Avg Days to Complete Task


22

The Marketing Metrics That Matter, All in One Place.See the effectiveness of every content asset along the buyer’s journey, from first touch to closed deal to satisfied customer, with Kapost Insights.

Say goodbye to manually tracking content performance. With the Kapost Suite, you get an easy-to-manage, shared editorial calendar for planning content and marketing initiatives, a shared content hub to make internal content discovery a cinch, and complete marketing metrics dashboard for easy analyzing.

See for Yourself—Test Drive Kapost.

Let’s Talk! Get a Live Demo.

What is Kapost?Kapost powers the marketing-driven customer experiences that fuel B2B growth. Kapost equips B2B marketers to deliver a compelling, consistent customer experience by aligning content, people, and programs from first touch through sale to advocacy.

Request a Live Demo

http://resources.kapost.com/kapost-content-planner-demo.html

http://resources.kapost.com/testdrive-kapost.html

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4simple marketing templates - banhbeo's blog · for b2b marketers, measuring reach ... top...

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