how to measure content marketing roi for each stage of the funnel
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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…
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
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
Traffic to Your Website• Google analytics• Increase and decrease in
traffic• Referring sources• Exit pages• Bounce time• Top content assets
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
Sourced Revenue and Pipeline• What content is sourcing
accounts that turn to pipeline and deals?• Can track in attribution
platform or CRM
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
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
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
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?
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
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