IMPACTMEASURING THE

OF CONTENT MARKETING

Guest Lecture: FIT

I'm a Content Marketing Consultant and CEO of Honigman Media.

HI!I’m Brian Honigman

77%YES

23%NO

PERCENTAGE OF B2C RESPONDENTS USING CONTENT MARKETING

According to the Content Marketing Institute

51%49%of B2B Marketers

ARE CHALLENGED BY MEASURING THE ROI OF THEIR CONTENT MARKETING

According to the Content Marketing Institute

of B2C Marketers&

60%STILL USE WEB TRAFFIC TO MEASURE THEIR SUCCESS WITH CONTENT MARKETING

According to the Content Marketing Institute

of B2B Marketers

KEY CHALLENGESto Effective Measurement

CHALLENGE #1the complexity of the content marketing ecosystem

CHALLENGE #2lack of experience and understanding with content marketing

CHALLENGE #3the way audiences consume content across devices

DETERMININGTHE ROI OF CONTENT MARKETING

“You must first set marketing goals for your content that are aligned with your business objectives, understand your target audience including what types of content

they like and where they look for content, and develop appropriate content marketing metrics.

–Heidi Cohen

“Chief Content Officer of Actionable Marketing Guide

UNDERSTAND YOUR OBJECTIVES

BUSINESS GOAL

CUSTOMER EXPERIENCE

INNOVATION BRAND HEALTH

MARKETING OPTIMIZATION

REVENUE GENERATION

OPERATIONAL EFFICIENCY

Source: Altimeter Group

•Where your organization fits into the industry

•What your pain points are

•What you are already doing

•What gaps exist in your current strategy

•Where you need help

STRATEGY DISCOVERY PROCESS TO MAP OUT:

with internal and external stakeholders what you’re looking to accomplish and how content can be leveraged.

PLAN AND DISCUSS:

the objectives that align with your audience, offerings and budget.

IDENTIFY AND SELECT:

• Customer Retention/Loyalty • Engagement • Brand Awareness • Sales • Customer Evangelism • Lead Generation • Lead Nurturing • Upsell / Cross Sell

TYPES OF GOALS

PAIR METRICS WITH THESE GOALS

+ + +CONVERSION REACH ENGAGEMENT

•Email Sign-Ups •Downloads •Requests for Information, •Sales

•Pageviews •Video Views •Impressions •Unique Users •Open Rates

•Comments, •Shares •Time on Site •Click-to-Open Rate

“ You’ve got to wean yourself off vanity metrics.

–Joe Chernov

“VP of Content at HubSpot

VANITY METRICS vs. ACTIONABLE METRICS

Scale slowly with content measurement to avoid too many data points overwhelming your approach.

CHOOSE 2-3 GOALS TO MEASURE SUCCESS

Set up a reporting system to monitor your results with content marketing.

McDonald’sCASE STUDY #1

“YOUR QUESTIONS” CAMPAIGNhttp://yourquestions.mcdonalds.ca/

+ + +

GOAL #1 IMPACTING SENTIMENT

GOAL #2 INCREASED

REVENUE

GOAL #3 PROVIDE CUSTOMER

SERVICE

Metrics: Sales Generated, Cost Savings

Metrics: Satisfaction Ratings, Frequently Used Words, Percentage of Voice in Industry

Metrics: Volume of Feedback, Brand Recognition, Speed of Response

MEASURING McDONALD’S CONTENT MARKETING

CASE STUDY #2

+ + +

GOAL #1 CUSTOMER

ENGAGEMENT

GOAL #2 INCREASED

REVENUE

GOAL #3 AUDIENCE

DEVELOPMENT

Metrics: Sales Generated, Cost Savings

Metrics: Comments, Shares, Time on Site, Reviews, Content Created

Metrics: Social Following, Email Subscribers, Leads Generated, Unique Pageviews

MEASURING GOPRO’S CONTENT MARKETING

CASE STUDY #3

+ + +

GOAL #1 CUSTOMER

ENGAGEMENT

GOAL #2 INCREASED

REVENUE

GOAL #3 ESTABLISH THOUGHT

LEADERSHIP

Metrics: Sales Generated, Cost Savings

Metrics: Comments, Shares, Time on Site, In-Store Visits, Customer Referrals

Metrics: Share of Voice, Brand Recognition, Customer Loyalty, Press Mentions

MEASURING WHOLE FOOD’S CONTENT MARKETING

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