What are you getting out of your content marketing efforts at each stage of the funnel? This presentation walks you through how you can use measurement to find out!
3. 27,000,000 pieces of content shared each day (Nielson)
The average attention span has dropped from 12 seconds
in 2008 to 8 seconds (Statistic Brian)
The average attention span of a goldfish is 9 seconds
(Statistic Brain)
B2B marketers spend 30% of their marketing budget on
content (CMI)
Conversion rates for brands using content is 6 -7x higher
(Aberdeen)
But…
Only 27% of marketers say they are
effectively tracking content metrics…
4. Why is Content ROI a Struggle?
• Marketers don’t think about ROI
during content creation
• Marketers aren’t aligned on
metrics amongst teams
• Marketers don’t know how to
measure content effectively
6. Take the Following Steps
• Establish goals and measurement estimates up front
• Define what you want to measure for each content asset
• Align with all key stakeholders and get their input
10. Traffic to Your Website
• Google analytics
• Increase and decrease in
traffic
• Referring sources
• Exit pages
• Bounce time
• Top content assets
11. Content Downloads/Leads Generated
• Can track in your marketing
automation or CMS
• Can track in attribution
platform
• Downloads either via click or
form fill
• Views of content if not
downloadable files
12. Sourced Revenue and Pipeline
• What content is sourcing
accounts that turn to pipeline
and deals?
• Can track in attribution
platform or CRM
15. Quality of Incoming Leads from Content
• What is the quality of leads
coming through your content
programs?
• Do they move to MQL, SQL,
Opp, and deal stages?
• You can track this through
your CRM or attribution
platform
16. Influence on Pipeline and Revenue
• What content
influences leads to
become opps and
closed deals?
• What content can be
attributed to revenue
for the business?
• Multi-touch attribution
modeling in an
attribution platform
17. Account-Based Influence
• What content influences target accounts?
• What content sources leads from target accounts?
• What content influences the velocity of a target account deal cycle
• Tracked in an attribution platform
18. Sales Usage
• Is sales using your content in
their deals?
• How are they using your
content?
• Are they asking for printed
content?
• Are they sending leads your
content?
20. Organize Your Content Programs Up
• Organize programs in
Marketo for easy tracking and
sorting
• Have consistent naming
conventions
• Create programs for gated
and ungated content
21. Track Content Holistically Across All Channels
• Use parent/child bucket
programs in SFDC to look at
how a content asset does
across all channels and
campaigns
• Enables you to look at a roll-
up value without double
counting