The Best Practices in Measuring Content Marketing - Survey Results

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.

4th Annual Content Marke*ng Retreat 1

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


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.


measuring



cm lifecycle


Goals

Planning

Calendar

Produce Publish

Engage

Measure

Content Marketing Lifecycle


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



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



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.


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

#1


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.


#2


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.


#3


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.


#4


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.


#5


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.


#6


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.


#7


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.


#8


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.


#9


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.


#10


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.


#Bonus


bring it home


Goals

Planning

Calendar

Produce Publish

Engage

Measure


Optimize the lifecycle processes and …


optimize the results.


Thank you Martin van der Roest [email protected] 1.714.834.1200


The Best Practices in Measuring Content Marketing - Survey Results

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