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how to measure the efficacy of content marketing initiatives
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© 2011 Altimeter Group
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Congratulations! You’re a Publisher!
Content Marketing Metrics
Charlene LiFounder and Partner
eMetrics New YorkOct. 19, 2011
Rebecca LiebAnalyst, Digital Advertising & Media
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© 2011 Altimeter Group
Page Views
Time Spent on Page
Top Stories
Subscribers
Ad Sales
Measure What a Publishers Measures:3
© 2011 Altimeter Group
Sample Default Slide Master)
© 2011 Altimeter Group
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B2C Content Marketing Case StudyPepsi Refresh
Monitor web for project mentions, assess sentiment. “What consumers say about us is more important than anything that we say. It’s an indexed competitive score looking at how our brand is doing compared to our competitors, indexed on a hundredth scale. The formula accounts for volume and sentiment, and then weighted by platform." –Shiv Singh, PepsiCo
© 2011 Altimeter Group
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B2B Content Marketing Case StudyEloqua
Company closed $2.5 million in annual contracts from clients who downloaded 2010 Grande Guides, additional $3.2 million in contract stage. People who discover Eloqua through its content are 21% more likely to view a demo and more likely to be VP level or higher than the average site visitor, i.e. “quality leads”
© 2011 Altimeter Group
Subscribers
Fans
Likes
SEO (visibility; ranking; as traffic source)
Leads (quality; lifetime value; customers referred by existing leads)
Sales (volume; dollar value; length of sales cycle)
Traffic
Conversions (Sales? Subscribers? Leads?)
User/Lead/Sales Acquisition Costs
Figure Out What You Want to Measure & Why You Want to Measure It
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© 2011 Altimeter Group
The average chair costs $500
Analytics show 50 people start the process of purchasing a chair online every day, but only 10 finish the process
User research shows the instructions on the purchase pages are very confusing
We assume 5-10 people leave the purchasing process because of something unrelated to the site. 5-10 leave the process when they see shipping costs
We assume the remaining 20-30 people would complete the purchasing process if instructions were more helpful
Ergo, the value of the instructional content is likely c. $300,000 - $450,000 per month ($500 X 20-30 people X 30 days)
The cost of fixing the content is approximately $25,000Source: BrainTraffic
One Approach: Assign a Dollar Value to Each KPI
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© 2011 Altimeter Group
Image by StreetFly_JZ used with Attribution as directed by Creative Commons http://www.flickr.com/photos/streetfly_jz/2760882758
© 2011 Altimeter Group
Measuring More Than Money
© 2011 Altimeter Group
Source: “A Framework for Social Analytics” by Susan Etlinger
© 2011 Altimeter Group
Source: “A Framework for Social Analytics” by Susan Etlinger
© 2011 Altimeter Group
Source: “A Framework for Social Analytics” by Susan Etlinger
© 2011 Altimeter Group
Facebook likes, Google + +1s
Retweets
Social network shares
Blog citations
Links back
Comments
Time spent on page
Average page views per visitor
Followers
@Mentions
Soft Content Metrics13
© 2011 Altimeter Group
Facebook likes, Google + +1s
Retweets
Social network shares
Blog citations
Links back
Comments
Time spent on page
Average page views per visitor
Followers
@Mentions
Soft Content Metrics14
© 2011 Altimeter Group
15Image by randomcuriousity used with Attribution as directed by Creative Commons
http://www.flickr.com/photos/randomcuriosity/3445573373/
Recommendations
© 2011 Altimeter Group
© 2011 Altimeter Group
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top-converting
referrers
pages
keywords
© 2011 Altimeter Group
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sales attribution
ecommerce
dedicated 800 numbers
online forms for downloads
© 2011 Altimeter Group
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lead quality
define it:
job title?
prospect who first watched a video or downloaded a white paper?
© 2011 Altimeter Group
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search & social media visibility
web analytics, Alexa.com, Compete.com
tie SEO to specific keywords
goal: awareness, buzz, brand, traffic
© 2011 Altimeter Group
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be patient
These aren’t advertising or e-commerce metrics.
Clear content marketing ROI takes time to become manifest.
© 2011 Altimeter Group
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Rebecca Liebrebecca@altimetergroup.co
m
www.rebeccalieb.com/blog
Twitter: @lieblink
THANK YOU
© 2011 Altimeter Group
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Altimeter Group is a research-based advisory firm that
helps companies and industries leverage disruption to
their advantage. We have four areas of focus:
Leadership and Management, Customer Strategy,
Enterprise Strategy, and Innovation and Design.
Visit us at http://www.altimetergroup.com or contact
info@altimetergroup.com.
ABOUT US
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