how do you use four key areas of content analytics and what metrics do you use to track, measure and...
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How Do You Use Four Key Areas Of Content Analytics and What Metrics Do You Use To Track, Measure and Score Content Success?TRANSCRIPT
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MAKE IT COUNT: CONTENT MARKETING
ANALYTICS
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YOUR CONTENT PILE IS OVERFLOWING.
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MEANWHILE, YOU HAVE NO IDEA
how any one piece is bringing in leads or sales.
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YOU’RE CLUELESS. But you’re not alone.
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ONLY 27% OF B2B MARKETERS say they are effectively tracking content utilization metrics.
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THE GOOD NEWS:
for companies who ARE thinking about their strategies, content is
looking pretty good.
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FOR THEM, CONTENT LOOKS MORE LIKE GEMS,
less like piles.
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DON’T GET STUCK WITH A PILE.
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ANALYZE. In other words, look at your results, count them, write
them down, and keep it up.
MEASURE. TRACK.
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THERE ARE FOUR KEY AREAS
to focus your analytic efforts.
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PRODUCTION: /prəˈdəkSHən/ noun: the action of making or manufacturing content assets from raw ideas and materials. • Number of content assets produced • Types of content produced • Content produced by author
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ENGAGEMENT /enˈgājmənt/ noun: the action of engaging: reading, downloading, sharing, viewing, +1ing, pinning, tumbling, sending. • Social shares • Inbound links • Repeat visitors
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PERFORMANCE: /pərˈfôrməns/ noun: the extent to which a piece of content is profitable, effective, and successful at producing your marketing goals. • Unique visits • Page views • Organic search • Direct traffic • Referral traffic
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WHEN IT’S APPLICABLE
Also look at conversions within each of those
categories.
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CONVERSIONS: The number of anonymous visitors who become known records in your marketing database.
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AND THE FOURTH AND FINAL METRIC…
(which we think is the coolest)
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CONTENT SCORING.
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CONTENT SCORING /kənˈtent skôr/ verb: The new data-driven process for tracking how each piece of content is driving leads and conversions. • Conversions due to content • Revenue due to content • Business impact of content
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Best ROI!
CON
TEN
T SC
ORE
EFFECTIVENESS IN PRODUCING LEADS
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BUT HOW?
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YOU START BY WORKING BACKWARDS from your buyer’s journey.
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1/6
1/6
1/6
1/6
1/6
1/6
EACH PIECE OF CONTENT TOUCHED is divided evenly.
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CONTENT SCORING THEN ASSIGNS A NUMERICAL VALUE TO EACH PIECE OF CONTENT. You can even assign greater weight to the
first or last content touched.
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Blog B
Whitepaper
Blog A Podcast
eBook
.45
.025
.025
.025
.025
.45
Whitepaper
Blog A
Blog B Podcast
.45
.033
.033
.033
.45
BECAUSE EVERY BUYER’S JOURNEY DOESN’T LOOK THE SAME.
.45
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Blog B
eBook
Blog A Email
Webinar
*CONTENT SCORES WITH GREATER WEIGHT ASSIGNED TO FIRST AND LAST TOUCH
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TOUCH
Webinar Blog
Podcast Video Email eBook
Whitepaper
BUYER 1 CONTENT SCORE
.45 .025 .025 .025 .025 .45 0
.9 .075 .025 .025 .75 .9 .2
BUYER 2
.45
.05 0 0
.05
.45 .2
FOR EXAMPLE YOUR CONTENT SCORE MAY LOOK LIKE THIS…
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SORT YOUR CONTENT SCORE BY • Content vs. campaign • Most influential vs. least influential • Conversions vs. $
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THE POWER OF ALL YOUR CONTENT
suddenly appears.
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CONTENT SCORING SHOWS which pieces of content are effective.
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PUTTING IT ALL TOGETHER.
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ALL THESE NUMBERS... WHICH DO WE TRACK?
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THINK OF YOUR ANALYTICS
as a car dashboard.
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THERE’S A LOT GOING ON UNDER THE HOOD.
But only a few things really matter.
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PRODUCTION ENGAGEMENT CADENCE CONTENT SCORE
SPEED
RPM
MILEAGE
MPG
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A SIMPLE ANALYTICS VEHICLE
is possible with a few standard systems:
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A CRM SYSTEM MARKETING AUTOMATION SPREADSHEETS GOOGLE ANALYTICS
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A MORE POWERFUL ANALYTICS VEHICLE includes a few extra calibrators.
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A CRM SYSTEM MARKETING AUTOMATION CONTENT MARKETING SOFTWARE SOCIAL MEDIA MANAGEMENT
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WITH THESE SYSTEMS
in place and running…
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YOU’RE LOOKING AT a whole new kind of pile.
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DIVE DEEPER INTO CONTENT SCORING
READ ABOUT CONTENT MARKETING SOFTWARE
WATCH VIDEO DOWNLOAD THE EBOOK
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THANK YOU. You’re all set.