Measuring content marketing seems to elude most marketers. We know, its tough! But, here at Compendium we've helped hundreds of companies create strategies and processes to measure their content marketing programs and we'd love to share that knowledge with you. Lee Jorgenson, Senior Account Manager at Compendium, walked through the four steps process to measuring your content effectively. They are: -Create Goals Upper Management will Appreciate -Implement and Integrate Tracking Systems -Identify Valuable Actions for Visitors -Examples of: Consumption Goals, Sharing Goals, Lead Generation Goals, Sales Goals and Retention Goals

2. How Can I Measure Content Marketing?
Most companies measure pieces
of their content, but aren’t
measuring the full impact.
Many companies are also
setting the wrong goals and
monitoring the wrong metrics
based on their objectives.

3. How can I establish a measurement
system that works?
1. Create Goals Your Upper
Management will Appreciate
2. Map Out Your Sales &
Marketing Funnel and Write
Content for Each Stage
3. Implement and Integrate
Tracking Systems
4. Identify Valuable Actions for
all Visitor Segments and Goals
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4. Create goals your
upper management
will appreciate
• Your goals need to be specific and
actionable – not objectives.
• Vague goals (objectives) lead to frustration
and dissatisfaction with performance:
*Example: “I want to Humanize my brand”
= Good Objective, Bad Goal
“Good news! We humanized our brand from 15 to 18!” #FAIL

5. OBJECTIVES vs. METRICS vs. GOALS
An objective is a broad statement or ambition that
you aim to accomplish.
•Example: “We want to better position ourselves as thought-leaders amongst
our current clients.”
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6. OBJECTIVES vs. METRICS vs. GOALS
A metric is a specific, quantifiable action or outcome.
•Example: Downloads, page views, and views are consumption metrics.
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7. 4 Buckets of Metrics
1. CONSUMPTION METRICS
Downloads, views, page views, etc.
2. SHARING METRICS
Likes, Tweets, LinkedIn Shares, etc.
3. LEAD GENERATION METRICS
Emails, names, etc. collected, lead score, etc.
4. SALES METRICS
Initial and projected lifetime revenue, sales cycle
length and stage advancement
Adapted from Jay Baer’s guidelines for content marketing metrics.
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8. OBJECTIVES vs. METRICS vs. GOALS
A goal is produced by combining an objective with
metrics. They are specific and actionable and can be
easily measured for success/failure.
•Example “Our goal is to increase the number of CMOs subscribed to our
monthly newsletter by 100 in the next 60 days.”
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9. Objectives are quantified by metrics
and used to create goals.
+ =
OBJECTIVE METRICS GOAL
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10. This is the
Big Picture
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11. 4 Groups of Goals
Branding/Awareness Goals
Marketing Conversion Goals
Sales Velocity and Conversion Goals
Retention Goals
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12. Branding/Awareness Goals
Easiest, Fluffiest, and most basic
form of content measurement
•Increase the number of non-
branded organic search visits
from X to Y
•Increase twitter followers by X%
in the next 100 days
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13. Marketing Conversion Goals
Measuring the amount of new
leads into your lead/prospect
database and movement to the
point of sales ready
•Drive X number of new leads
from our upcoming webinar
•Increase Inbound leads by X%
next quarter
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14. Sales Velocity & Conversion Goals
Measuring how content can
impact the overall sales win
rate and/or velocity of sales
opps
•Reduce the number of manual
touchpoints by a sales rep from
X to Y
•Decrease the number of days
for an opportunity to go from
created to closed won from X to
Y
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15. Retention Goals
Measuring the effect of
content post sale can help
understand its impact on
renewals/repeat customers
•Increase our renewal
percentage by X%
•Grow the number of
customers who have repeat
purchases by X%
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16. Adding Start & End Dates
Always important (if possible) to add start and end dates to your goals
Helps to remove vagueness and clearly define a success or failure
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17. Example: Jorgenson Corp.
Branding/Awareness – Increase the number of social shares we have this
quarter by 15% compared to last quarter.
Mktg Conversion– Increase the number of inbound leads by 10% next
quarter from leads generated through webinars and a new ebook
Sales Velocity/Conversion – Reduce sales time for closed new business
next quarter by one week due to sales nurturing programs.
Retention - Generate 5 Upsells to our customer base in the next quarter
from our client newsletter.
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18. Map Out Your Sales
& Marketing Funnel and
Write Content for Each Stage
Chance of success reduces significantly if you
don’t have content for each stage of the buying
process.
Similar to a content mapping exercise with personas.
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19. Fundamental Funnel Blocks
ed
e st
Aw Int er
e
are
ar
aw
Un
Customer
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20. Fundamental Funnel Blocks
Unaware
Prospects you have not
had a chance to identify
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21. Fundamental Funnel Blocks
Aware
People that are known to your
company but are not yet customer
or even legitimate sales prospect
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22. Fundamental Funnel Blocks
Interested
Qualified sales prospect (talking to a sales
representative or digital shopping cart)
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23. Fundamental Funnel Blocks
Customer
People that have fallen through
the end of the funnel
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24. Example: Jorgenson Corp.
Before Marketing: Blog outfitted with calls-to-action that get them to give
us information (newsletter sign up, resources, etc.)
Marketing Subscribed Lead: emails that explain resources available to
them, including calls-to-action to learn more
Customer: though provoking content via newsletter including calls-to
action about upsell opportunity
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25. Implement and Integrate Tracking Systems
Doing the first two steps is
critical to complete before
moving on to this step
Otherwise you’ll have systems that
don’t make sense for you needs
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26. Implement and Integrate Tracking Systems
Take account to the marketing
systems you are already using, then
determine whether or not you will
need additional systems to achieve
your goals (if you have budget)
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27. 3 Types of Tools
Web Analytics Tool
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28. 3 Types of Tools
Email / Marketing
Automation Tools
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29. 3 Types of Tools
Customer Relationship
Management (CRM) Tools
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30. Example: Jorgenson Corp.
Will need a tool to measure social shares
Will also need some kind of database solution (crm or automation system)
that can track leads (and sources) as well as sales opportunities.
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31. Identify Valuable
Actions for all Visitor
Segments and Goals
This should be easy to do because
your goals will naturally lead you
to the actions you want to
measure
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32. Example: Jorgenson Corp.
Valuable actions include
•Social Shares
•New leads created via inbound sources
•Age of won new business opportunities
•Upsells with their source
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33. Execute!
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34. Having these goals and systems in place to measure their
success will allow you to make quick and, more importantly,
intelligent improvements to your content marketing strategy.
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35. To learn more about Compendium, visit
www.compendium.com
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