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According to AdAge, 93% of CMO’s (so…basically all of them) are under more pressure to deliver measurable ROI (Return On Investment).
Additionally, 81% of marketers would increase spending across channels if they could better track ROI.
At content marketing analyst Rebecca Lieb‘s Content Marketing World 2015 session: “Less-than-obvious Content Metrics You Need to Pay Attention To,” she argues that just using sales to justify ROI is measuring content marketing ROI far too narrowly.
She says part of this is due to the fact that content marketing ROI analytics in the space are still incredibly nascent. There are no standards for measuring content marketing ROI and since over 50% of brands lack a defined content marketing strategy, it’s difficult to know what they’re trying to achieve and how to measure that success.
As metrics and KPI’s (Key Performance Indicators) evolve in tandem, the result is an excess of volume metrics (like, shares, traffic, etc.) that don’t reveal true business impact and content marketing ROI. According to Lieb, 43% of marketers feel they have unmet needs in measuring content ROI. Through careful and extensive research, she has formulated six tenets to developing a more holistic content marketing ROI measurement strategy....
Simply put, if you’re not measuring, you’re not marketing.
In fact, if you’re whipping up blog posts and infographics without business objectives, you’re basically partaking in a very expensive version of arts and crafts.
Your job as a content marketer is to show your boss the money — not traffic, not links — mon-naay.
Let’s talk about how to get started effectively measuring your content marketing efforts....
There are lies, damn lies, and then there are statistics. But that doesn't mean these facts and figures are useless for content marketers.
More often than not, they shed some light on changes in the digital landscape and the ever-changing practice of content marketing. At the very least, you can leverage them to help you sell others on future marketing decisions and tactics.
So here's a list I've curated of relevant, eye-opening content marketing statistics and findings from the most recent industry surveys and marketing research conducted in 2014....
Content marketing continues to rise in importance for marketers, with one recent piece of research by content marketing agency Seven claiming that 80% of senior marketers view owned media as either effective or very effective at delivering return on investment for their brands.
Indeed, for many brands, content is the holy grail of customer engagement: it builds reputation, get their consumer attention, keeps them coming back for more and sells products. So, working on that analogy here’s what we see as the 10 commandments of content marketing…
Marketers throw around reams of statistics, aiming to prove the monetary value of their content efforts. However, these stats often don't provide meaningful insights to higher-level decision makers...
...Many CEOs and business owners simply don’t understand the lingo and numerical values related to content marketing terminology and analytics.
So for those who don’t speak the language, we have to find a new way to communicate.
We need to stop solely talking about abstract monetary or numerical values and instead focus on two fundamental ways to clearly measure the value of a content marketing effort: 1) In terms of its ability to provide long-term monetary worth, or 2) In terms of its ability to provide long-term importance, relevance, and usefulness....
In a world of second screen and streaming, lean forward/back just doesn’t tell the story anymore. Here’s a better framework for gauging media consumption habits.
The media business is long overdue to replace the prevailing framework we use to describe consumer interaction with content with one that better reflects current devices and activities.
The current lean-forward, lean-back paradigm, conceived by Jakob Nielsen, was popularized around 2008 and yet (amazingly) it’s already showing its age. Consider that it predates the widespread use of touchscreen smartphones, the current dominance of tablets — the entire second screen phenomena — and even the widespread adoption of on-demand streaming media services like Netflix and Spotify. The world has turned in the past 5 years, and yet this framework remains a popular if not standard convention for analyzing data consumption in the media business.
It’s time advertisers, marketers and content creators had a more accurate, more nuanced and granular system to describe how consumers interact with their digital content. The result would offer better opportunities for everything from UX design to monetization and marketing.Following is a two-fold system that, unlike the lean forward/back shorthand, breaks apart the physical and mental attributes involved when we consume content....
How does one measure if their content marketing efforts are paying off?
According to this infographic from Brandpoint, there are three major areas one can use to measure content marketing success.
These are: Awareness, Consideration, and Conversion....
We're going back to the basics. Expert content marketers with defined and working strategies can skip this article. For the other 90 percent of you, use these 3 building blocks to start developing one... I average about three speeches a week revolving around the topic of content marketing. At every one of those events I ask, “How many of you have a documented content marketing strategy?” That answer has never been more than 20 percent, and usually just a few hands are raised. Think about that for a minute. Content creation and distribution is booming. We’ve never seen brands more active in developing content to attract and retain customers. Our latest research tells us that more than one in every four marketing dollars is spent on a content marketing initiative. Yet, almost no one has a concrete strategy for the deployment of those content assets. (I’m virtually shaking my head.)...
Titles play a key role in getting eyes on your content. Create compelling content titles based on your analytics using this 12-step process. In the content marketing rush, it can be hard to slow down and think about an essential element of each piece of compelling content: its title. Yet titles feed onto social media sites and play a big role in search engine optimization (SEO).
Because of this impact, titles also influence the amount of traffic a content marketing blog garners, as the Content Marketing Institute recently found out. Over the past couple of months, I’ve been working with CMI to figure out exactly what makes a good title, and how to make every single title shine. Forget guesswork and gut feelings — we dug deep into CMI’s analytics to find out exactly which types of titles made the traffic roll in. Of course, many factors play into blog post traffic, but our research shows clear correlations between certain types of titles and higher or lower page views....
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Executives want to know a marketing strategy’s expected ROI before they commit money and resources to it. But content is a different animal than other marketing initiatives. It doesn’t produce impressive short-term results; it bolsters long-term profits. Once a content marketing strategy proves its worth, executives feel more confident investing in it. The challenge is convincing them to take the initial plunge.
Here are six selling points you can use to persuade your company leaders that content marketing will go the distance for your brand
A much-ballyhooed Gallup study uncovered some ugly “truths” about social media, including a reputed inability to influence purchasing decisions. According to the study, 62 percent of Americans say Facebook, Twitter and their ilk have no influence on whether they purchase a product.
Although asking consumers to accurately recount the advertising methods that ultimately drove them to purchase is likely a fool’s errand, many marketers who have attempted to correlate standard social metrics to sales and other conversions have struggled to make a connection.
As a result, in many marketing shops the number of likes, shares and retweets a brand receives daily is lessening in importance. But that doesn’t mean social media offers nothing of value — advanced marketers are leveraging social data for reasons beyond direct marketing tactics....
Nine out of ten in-house marketers say that content marketing will become more important, but just 38 percent has a content strategy.
There’s a gap to bridge. The infographic by Pardot.com shows interesting data points, among others the four content marketing metrics categories.
The four types of content marketing metrics can be divided in: - consumption
- Sharing
- lead generation
- sales.
As shown in another point made in the infographic (most popular metrics), the research behind it shows that marketers are focusing on Consumption and Sharing metrics but by also taking into account Lead generation and Sales it keeps the content aligned with business objectives....
...Why are results important? Why are goals a dire part of the digital strategy and marketing mix? Well, art is the integration of emotion and creativity. Marketing is when you take the beauty of art and integrate it with meaningful goals or purpose.
In this post, you’ll find examples of goals that you can use to measure the results and ROI of content marketing. These are goals that marketers all over the globe have used as their benchmarks. It’s these goals that will help guide your decision making, and ultimately drive your chances of achieving meaningful and measurable results...
You might be wondering, what is a content audit? If you don't know what I'm talking about, your marketing team is likely not being as thorough as they could be in developing your brand's content strategy.
A content audit is the process of rereading all the content on your site to evaluate where you have gaps in your overall content strategy. Yes, it's as tedious as it sounds. However, it's a process that has extreme payoff.
Defining Strategy Ahead of Time can Save You A Lot of Time in the Future
Any solid startup strategy will include a plan for customer acquisition and systems which are built to scale. Success will make team growth inevitable, but it can be devastatingly difficult to rebuild a system that’s reached critical mass.
However, entrepreneur and venture capitalist David Skok has found that the success of your company relies on two factors, regardless of any external forces: - Finding a scalable way to acquire customers - Monetizing customers at a higher rate than your cost of customer acquisition.
A successful content marketing plan can seamlessly scale with other projects, but it will be much more difficult to gain traction online in the first place if you delay getting started....
Year after year, survey after survey, the greatest challenge facing marketers interested in content marketing is producing sufficient quality content. Last year, the Content Marketing Institute and MarketingProfs ran a joint survey showing that the producing content was the greatest challenge facing marketers (64% of respondents). Similarly, last year, at Curata, we ran a B2B Marketing Trends Survey and found that the single greatest challenge was creating sufficient original content at 69%. Even anecdotally, if you have attempted content marketing, you have likely faced this challenge yourself. Most organizations are quick to start a new blog, and create an introductory post, followed by a few other introductory thought leadership posts, before letting it languish. Though we all know content marketing works when it’s done right, few of us, are able to pull it off. The Only 6 Ways to Build a Sustainable Content Marketing Organization But some organizations are able to reliably produce sufficient content on a regular basis and feed the content beast. There’s only four possible ways to do this. Here’s an overview along with the tools to use and the pitfalls to avoid....
There is a growing market out there for content marketing. Not the old fashioned kind where magazine companies would create custom magazines for brands, marketers, and retailers. I am talking about the Internet version in which brands, marketers, retailers and other businesses create blogs, twitter accounts, facebook pages, and the like and then spend money filling those pages with content. Many brands have full time employees creating this content. Others use third parties and even freelancers to do it. In many ways I see this as the future of online marketing. Instead of paying tens of millions of dollars a year (or more) creating banner ads and paying to run them on pages filled with someone else's content, marketers can create their own web and mobile presences and use the most efficient form of advertising, pay per click advertising, to drive traffic to these pages and then engage in a conversation with their customers and potential customers. I like to think of this as moving the message from a banner to your brand and changing the engagement from a view to a conversation. It also helps that this approach works better on mobile where we are spending more and more of our time every day....
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