Best  Prac*ces  in  Measuring  Content  Marke*ng  Results  

The  Top  10  Ac*vi*es  You  Need  Today  to  Measure  Content  Effec*vely      

FusionSpark  Media,  Inc.  and  Cadence9      

Produced  for  the  4th  Annual  Content  Marke*ng  Retreat  in  Langley,  WA,  May  8  &  9,  based  on  a  survey  conducted  in  2014.  

   

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Best Practicesin MeasuringContent MarketingResults

CONTENT

MARKETING

RETREAT 2014

Langley Center For New Media, May 8 & 9, 2014, Langley, WA

Best Practices in Measuring Content Marketing Results

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The Top 10 Activities You Need Today to Measure Content Effectively

Produced for the 4th Annual Content Marketing Retreat in Langley, WA, May 8 & 9, based on a

survey conducted in 2014.

Best Practices in Measuring Content Marketing Results

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Best Practices in Measuring Content Marketing Results

measuring

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Best Practices in Measuring Content Marketing Results

cm lifecycle

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Goals  

Planning  

Calendar  

Produce  Publish  

Engage  

Measure  

Content Marketing Lifecycle

Best Practices in Measuring Content Marketing Results

The Survey 30 questions about 100 respondents augmented with Content Marketing Index insights

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Best Practices in Measuring Content Marketing Results

Findings Correlate “poor” vs “good” to “excellent” survey results with actionable practices

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Best Practices in Measuring Content Marketing Results

Start with Goals 90% of those that rated their content marketing activities as “poor” do not have documented goals. 60% who rated their efforts as “good” or “excellent” have documented goals.

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64% Drive Revenue 37% Brand Awareness 24% Customer Education

#1  

Best Practices in Measuring Content Marketing Results

You Need a Written Content Strategy The majority of respondents (86%) who believe they’re “good” to “excellent” at measuring content marketing have a written content strategy. In comparison, 100% of the respondents claiming that they’re “poor” at measurement lacked a written content strategy.

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#2  

Best Practices in Measuring Content Marketing Results

Know Your Audience The majority of respondents who are “poor” at measuring results aren’t tailoring content to specific target audiences. 100% of the respondents that are “good” to “excellent” at measuring results report they tailor content to target audiences.

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#3  

Best Practices in Measuring Content Marketing Results

Editorial Calendar The majority of respondents who are “poor” at measuring results aren’t using an editorial calendar, while 85% of the respondents who are “good” to “excellent” at measuring content marketing results use an editorial calendar.

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#4  

Best Practices in Measuring Content Marketing Results

Frequency Counts Marketers who say they’re good to excellent at measuring content marketing results are publishing daily content, while those who say they’re poor at measurement are publishing content weekly or longer.

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#5  

Best Practices in Measuring Content Marketing Results

Media Variation Perception of “what moves the needle” varies. While the “good” to “excellent” crowd indicated that blogs and videos generate the best KPIs. Those who say they’re poor at measurement tend to rely more on eNewsletters.

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#6  

Best Practices in Measuring Content Marketing Results

Content Publishing Platform

Do more with less. Majority of those rating themselves “good” to “excellent” use a content publishing platforms. The majority of those who report they’re “poor” at it don’t use such a platform.

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#7  

Best Practices in Measuring Content Marketing Results

Use More Channels The “good” to “excellent” crowd reports using between 5 to 15 channels, versus those who claim they’re “poor” at it, with less than 5 channels used.

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#8  

Best Practices in Measuring Content Marketing Results

Regular Metrics You can’t fix what you don’t know is broken. Interestingly enough the majority (85%) that rated themselves as “poor” on metrics … also performed poorly elsewhere.

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#9  

Best Practices in Measuring Content Marketing Results

Corrective Action 100% of those that rated their metric process as poor have no process for corrective action. And 100% of the “excellent” performers have a process for corrective action.

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#10  

Best Practices in Measuring Content Marketing Results

ROI Only those that rated themselves as an “excellent” performers knew the cost of conversion from lead to a sale … and that was about 10% of the respondents.

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#Bonus  

Best Practices in Measuring Content Marketing Results

bring it home

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Goals  

Planning  

Calendar  

Produce  Publish  

Engage  

Measure  

Best Practices in Measuring Content Marketing Results

Optimize the lifecycle processes and …

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optimize the results.

Best Practices in Measuring Content Marketing Results

Thank you Martin van der Roest martin@cadence9.com 1.714.834.1200

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