Measuring Your Content Value

Be a Content Rock Star:Take Your Content Platinum Ellen Gomes

Content Marketing Specialist

November 21, 2014

Marketo Proprietary and Confidential | © Marketo, Inc. 12/2/2014

About Me

• Content Marketing Specialist at Marketo

• Fun Fact: I am a cat lady... get ready!

• I’m hip, I’m cool, I’m on twitter: @egomes1019


We’re Doing Content


But, Are We Doing It Well?


Create Content That Makes An Impact


#1: Create a Content Foundation


Map Your Buyer Personas & Journeys


Developing Personas- Address These:

• Background

• Job Details

• Main Sources of Information

• Goals

• Challenges/pain points

• Preferred content medium

• Source

• Quotes

• Objections

• Role in purchase process

• Marketing message


Develop Personas


Tell Your Persona’s Story

• Persona’s responsibilities

• Persona’s typical day/week/quarter

• Persona’s characteristics

• Persona’s biggest challenges


Define Your Brand Voice


Developing Your Brand Voice

Character/Persona Friendly

Warm

Inspiring

Playful

Authoritative

Professional

Tone Personal

Humble

Clinical

Honest

Direct

Scientific

Language Complex

Savvy

Insider

Serious

Simple

Jargon-filled

Fun

Whimsical

Purpose Engage

Educate

Inform

Enable

Entertain

Delight

Sell

Amplify


#2: Create The Right Content Mix


Guides


Ebooks


Infographics


Blogs


#3: Measure What Matters


Early Stage Metrics


Mid & Late Stage Metrics


#4: Tie Your Content to Revenue


Revenue & Touch Attribution


How Does Your Content Perform?


Example: Content Performance in Demand Generation Programs


Questions?

Measuring Your Content Value

Marketing

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