Less Than Obvious Content Metrics
That You Need to Pay Attention To
Rebecca Lieb
Sept. 24, 2015
@lieblink
Despite a surge of adoption in
content marketing….
The ability to measure the impact of
content is complex
Market
Challenges
Tool
Challenges
Operational
Challenges
• Content...
A true culture of content means metrics
and KPIs applied to content must evolve
in tandem
The result is metrics measuring
VOLUME… not impact.
The need to ‘feed
the beast’ is a
tremendous
organizational
imperative, cost,
and ongoing
requirement.
Welcome!
• A Framework for Measuring Content
Marketing Performance
• 6 Case Studies of Brands Doing it Well
(and what they...
A Framework for Measuring
Content Performance
Consider these a starting point…
every business will have unique
ingredients (tools & sources)
Content Measurement Case Studies
Content and the response to that
content that signals how
communications augment or detract
from the health of the brand.
...
Seattle Seahawks’ objective:
Use the digital medium to build more
engagement between Seahawks and fans (not
just an extens...
Their social media team
assessed content
performance to determine
what was resonating with
fans (both the community
and as...
Engagement and audience across
network grew significantly
The team used
this data to
inform its
communication
strategy and...
Brand Health Metrics
An umbrella term encompassing the
many components that can improve
existing marketing efforts and take
them to the next le...
Specialty toy retailer,
Rockenbok looked to YouTube
to help demonstrate its product
Rokenbok created YouTube videos both to entertain
and demonstrate the products. Then customers
started creating their own ...
Rockenbok’s online video strategy
helped transformed their business model
from bricks-and-mortar to e-commerce
of Rokenbok...
Marketing Optimization Metrics
Content to help drive prospects and
customers through the funnel
Zenni Optical used search, offsite
content, social media to engage
customers through the buying process
Zenni’s content experiences drove results
across the entire customer journey
Paid & organic traffic, social media likes,
f...
Revenue Generation Metrics
Content strategy must account for operational
efficiencies like cost control, content
repurposing, risk management, employ...
Unilever manages numerous brands, hundreds of
millions of fans, thousands of people involved in
the content process. Effic...
Investing in collaborative tools to scale
content globally across 30 brands, 40
agencies, and 20 markets helped
Unilever r...
Operational Efficiency Metrics
Content can demonstrate value not just in
attracting leads and increasing sales but
also in the realm of customer support ...
Sony identified a user-submitted troubleshooting
post viewed 42k times in 2 weeks
A phone call costs the brand €7; Viewed ...
Customer Experience Metrics
Content can be an extremely effective and
efficient way to solicit ideas and engagement
from community members and contrib...
Domino’s Australia wanted to better engage
customers to create their own pizzas
…they even paid them!
Domino’s quantified most popular pizzas and
who earned the most from their recipes
Innovation Metrics
Next Steps to Craft Your
Content Measurement Strategy
1. Measurement
must be the
foundational
principal of content
strategy
2. Every
measurement
strategy must
focus on the
business
outcome
3. Know your
metrics and
your data
4. Be realistic
about
organizational
capabilities and
tools
uestions?
Thank You!
Disclaimer: Although the information and data used in this report have been produced and processed from sources...
Brand Health Metrics
Marketing Optimization Metrics
Revenue Generation Metrics
Operational Efficiency Metrics
Customer Experience Metrics
Innovation Metrics
[POMP FORUM 2015]Nujno potrebni vsebinski kazalci iz ozadja, Rebecca lieb pomp2015
[POMP FORUM 2015]Nujno potrebni vsebinski kazalci iz ozadja, Rebecca lieb pomp2015
[POMP FORUM 2015]Nujno potrebni vsebinski kazalci iz ozadja, Rebecca lieb pomp2015
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[POMP FORUM 2015]Nujno potrebni vsebinski kazalci iz ozadja, Rebecca lieb pomp2015

Kako optimalno izmeriti učinkovitost vaše vsebine? Rebecca Lieb se bo na podlagi uspešnih študij primerov, ozrla preko že znanih merilnih praks (všečkov in prodaje) ter nam predstavila tiste, nekoliko manj očitne indikatorje učinkovitosti, brez katerih v vsebinskem marketingu ne gre.
Published on: Mar 4, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - [POMP FORUM 2015]Nujno potrebni vsebinski kazalci iz ozadja, Rebecca lieb pomp2015

  • 1. Less Than Obvious Content Metrics That You Need to Pay Attention To Rebecca Lieb Sept. 24, 2015 @lieblink
  • 2. Despite a surge of adoption in content marketing….
  • 3. The ability to measure the impact of content is complex Market Challenges Tool Challenges Operational Challenges • Content & Analytics still nascent • Standards nonexistent • Vendor proliferation • Multi-functional • Strategic challenges • Low visibility
  • 4. A true culture of content means metrics and KPIs applied to content must evolve in tandem
  • 5. The result is metrics measuring VOLUME… not impact.
  • 6. The need to ‘feed the beast’ is a tremendous organizational imperative, cost, and ongoing requirement.
  • 7. Welcome! • A Framework for Measuring Content Marketing Performance • 6 Case Studies of Brands Doing it Well (and what they measured) • Next Steps on Crafting a Content Marketing Measurement Strategy
  • 8. A Framework for Measuring Content Performance
  • 9. Consider these a starting point… every business will have unique ingredients (tools & sources)
  • 10. Content Measurement Case Studies
  • 11. Content and the response to that content that signals how communications augment or detract from the health of the brand. Measures of interest and behavior.
  • 12. Seattle Seahawks’ objective: Use the digital medium to build more engagement between Seahawks and fans (not just an extension of broadcast)
  • 13. Their social media team assessed content performance to determine what was resonating with fans (both the community and as individuals)
  • 14. Engagement and audience across network grew significantly The team used this data to inform its communication strategy and optimize tactics going forward.
  • 15. Brand Health Metrics
  • 16. An umbrella term encompassing the many components that can improve existing marketing efforts and take them to the next level.
  • 17. Specialty toy retailer, Rockenbok looked to YouTube to help demonstrate its product
  • 18. Rokenbok created YouTube videos both to entertain and demonstrate the products. Then customers started creating their own videos using the product. Both informed keywords, segments, targeting, etc.
  • 19. Rockenbok’s online video strategy helped transformed their business model from bricks-and-mortar to e-commerce of Rokenbok’s customers now come from #1 source of traffic to the site 50%
  • 20. Marketing Optimization Metrics
  • 21. Content to help drive prospects and customers through the funnel
  • 22. Zenni Optical used search, offsite content, social media to engage customers through the buying process
  • 23. Zenni’s content experiences drove results across the entire customer journey Paid & organic traffic, social media likes, followers Cart size, time to purchase, conversions Loyalty, engagement, revenue potential; Revenue impact (short term and long term) Crowdsourced new product ideas Consideration Purchase Innovation Loyalty
  • 24. Revenue Generation Metrics
  • 25. Content strategy must account for operational efficiencies like cost control, content repurposing, risk management, employee engagement, etc.
  • 26. Unilever manages numerous brands, hundreds of millions of fans, thousands of people involved in the content process. Efficiency is key--
  • 27. Investing in collaborative tools to scale content globally across 30 brands, 40 agencies, and 20 markets helped Unilever reduce time to create and publish content and increase output significantly.
  • 28. Operational Efficiency Metrics
  • 29. Content can demonstrate value not just in attracting leads and increasing sales but also in the realm of customer support and service, a significant cost center in most organizations.
  • 30. Sony identified a user-submitted troubleshooting post viewed 42k times in 2 weeks A phone call costs the brand €7; Viewed 42k times in 2 weeks, Sony affixed a value of €294k (€7 x 42k) to a single piece of content, then developed more content to address the pain point.
  • 31. Customer Experience Metrics
  • 32. Content can be an extremely effective and efficient way to solicit ideas and engagement from community members and contribute to multiple organizational objectives.
  • 33. Domino’s Australia wanted to better engage customers to create their own pizzas …they even paid them!
  • 34. Domino’s quantified most popular pizzas and who earned the most from their recipes
  • 35. Innovation Metrics
  • 36. Next Steps to Craft Your Content Measurement Strategy
  • 37. 1. Measurement must be the foundational principal of content strategy
  • 38. 2. Every measurement strategy must focus on the business outcome
  • 39. 3. Know your metrics and your data
  • 40. 4. Be realistic about organizational capabilities and tools
  • 41. uestions?
  • 42. Thank You! Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice. Rebecca Lieb Analyst & Strategic Advisor @lieblink rebecca@rebeccalieb.com
  • 43. Brand Health Metrics
  • 44. Marketing Optimization Metrics
  • 45. Revenue Generation Metrics
  • 46. Operational Efficiency Metrics
  • 47. Customer Experience Metrics
  • 48. Innovation Metrics

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