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What is the Content Marketing Index?
Martin van der RoestPresident and Co-Founder@vanderroest @bataviaresearch
#socalbma @socalbma
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Copyright 2014, Batavia Research 2
Technologist at heart
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Copyright 2014, Batavia Research 3
Launched my first business 28 years ago
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Copyright 2014, Batavia Research 4
Discovered inefficiencies of social media and content marketing
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Copyright 2014, Batavia Research 5
Launched Cadence9 to automate content marketing process
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finding the right audience
Copyright 2014, Batavia Research 6
Finding prospects that are engaged in content marketing
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Copyright 2014, Batavia Research 7
Went to big data list providers, with no luck
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Copyright 2014, Batavia Research 8
Tried Mturks to build company-centric social business profiles
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Copyright 2014, Batavia Research 9
Not scalable … so we built our own solution
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Copyright 2014, Batavia Research 10
Produced unmanageable amounts of data
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Copyright 2014, Batavia Research 11
Needed a simple way to measure a company’s social business performance
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Copyright 2014, Batavia Research 12
input black box output
Leverage block box approach with inputs and outputs
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Copyright 2014, Batavia Research 13
input black box output
money, resources, budget, spend
channel data, posts,engagement, etc., spend
Input is money and resources, while output is visible evidence
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Copyright 2014, Batavia Research 14
input black box output
money, resources, budget, spend
channel data, posts,engagement, etc., spend
Focus on the black box to access performance
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Copyright 2014, Batavia Research 15
content marketing lifecycle
Leverage the content lifecycle to model the black box
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Copyright 2014, Batavia Research 16
180+ channels10 deep dive350+ data itemsupdated every 7 dayscompany-centric
Social business data needs to be high quality, complete and at volume
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Copyright 2014, Batavia Research 17
64
allocated into 5 groupsbased on 40+ weighted variablesscore between 0-100
Content Marketing Index is created to asses performance
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Copyright 2014, Batavia Research 18
sales enablementbenchmarking and performance auditcompetitive analysisinferred future behavior
Four key application areas
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Copyright 2014, Batavia Research 19
Find companies based on social business profiles
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Copyright 2014, Batavia Research 20
Provide flash reports for account managers
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benchmarking and performance audit
Copyright 2014, Batavia Research 21
Benchmark and audit content marketing performance
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Copyright 2014, Batavia Research 22
Develop competitive analysis and insights
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predictive inference
Copyright 2014, Batavia Research 23
Predictive insights that can infer financials
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Copyright 2014, Batavia Research 24
CMI … based on content marketing lifecycledata driven barometer of company’s performanceempowers B2B marketers to drive improved ROI and revenue
Empowers B2B marketers to drive ROI and revenue
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Martin van der RoestPresident and Co-Foundermartin@bataviaresearch.com1.714.834.1200BataviaResearch.com@vanderroest @bataviaresearch
#socalbma @socalbma
SoCalBMA.org
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