using metrics beyond sales - dcms, 2/11/16

Content Marketing Performance: A Framework to Measure Real Business Impact !Rebecca Lieb!Analyst, Author, Advisor!@lieblink | rebeccalieb.com!

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 & Analytics still nascent •  Standards nonexistent

•  Vendor proliferation •  Multi-functional

•  Strategic challenges •  Low visibility

The result is metrics measuring!

VOLUME… not impact.!

Welcome!!•  A Framework for Measuring Content

Marketing Performance!

•  Three Case Studies of Brands Measuring Effectively (and what they measured) !

!•  Next Steps on Crafting a Content

Marketing Measurement Strategy!

A Framework for Measuring Content Performance!

Consider these a starting point… every business will have unique

ingredients (tools & sources)!

Content Measurement Case Studies!

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, 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

Revenue Generation Metrics!

Content strategy must account for operational efficiencies like cost control, content

repurposing, risk management, employee engagement, etc.!

Unilever manages numerous brands, hundreds of millions of fans, thousands of people involved in the content process. Efficiency is key--!

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. !

Operational Efficiency Metrics!

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.!

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.

Customer Experience Metrics !

Content can be an extremely effective and efficient way to solicit ideas and

engagement from community members and contribute to multiple organizational

objectives. !

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 a !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!

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, Author, Advisor!@lieblink!!