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Evelyn Thar, Amazee Metrics: Performance und Nutzung von Content Marketing messen.
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Content Marketing Measurement
Evelyn Thar, 23.9.2013
Agenda
1. Was ist Content Marketing?
2. Content Marketing Measurement Frameworks
3. Content Marketing – Metriken und KPIs
4. Content Marketing und SEO
www.amazeemetrics.com
Was ist Content Marketing?
Content Marketing
Wikipedia Content Marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc. http://en.wikipedia.org/wiki/Content_marketing
Content Marketing Institute Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. http://contentmarketinginstitute.com/what-is-content-marketing/
www.amazeemetrics.com
Content Marketing
"Pragmatic De!nition" Content Marketing is about delivering the content your audience is seeking in all the places they are searching for it. It is the effective combination of created, curated and syndicated content. https://twitter.com/BrennerMichael
Content Marketing Elevator Pitch Traditional marketing and advertising it telling the world your're a rock star. Content Marketing is showing the world that you are one. https://twitter.com/Robert_Rose
www.amazeemetrics.com
Einsatz von Content Marketing
www.amazeemetrics.com
http://contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/
(B2B, 2012)
Nutzung im Vergleich zum Vorjahr
www.amazeemetrics.com
http://contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/
Vermehrter Einsatz von: Blogs: +27% Videos: +27% White Papers: +19%
Content Marketing Measurement Frameworks
Was sind die Ziele von Content Marketing?
Wikipedia Content Marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc. http://en.wikipedia.org/wiki/Content_marketing
Content Marketing Institute Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. http://contentmarketinginstitute.com/what-is-content-marketing/
www.amazeemetrics.com
Mess-Kriterien
www.amazeemetrics.com
http://contentmarketinginstitute.com/2011/05/content-marketing-roi-measurement/
(B2B, 2010)
Measurement Framework 1: Content Marketing ROI mittels Page Value
Page Value (Google Analytics): The average value for a page that a user visited before landing on the goal page or completing an Ecommerce transaction (or both). This value is intended to give you an idea of which page in your site contributed more to your site’s revenue.
Wichtig: Segmente erstellen und Seiten mit Seiten aus demselben Bereich
miteinander vergleichen. (Blog Posts mit Blog Posts und nicht mit Kontakt- oder Informations-Seiten)
http://www.branded3.com/blogs/using-page-value-in-google-analytics-to-measure-the-roi-of-content-marketing/
www.amazeemetrics.com
Wie wird Page Value berechnet?
www.amazeemetrics.com
Page Value = Transaction Revenue + Total Goal Value Unique Pageviews for the page
Page Value = 100 + 10 = 110 1
Google Analytics: https://support.google.com/analytics/answer/2695658?hl=en
Page Value in Google Analytics
www.amazeemetrics.com
Page Value misst Verkäufe (Sales) und Leads (Kontaktformular).
Measurement Framework 2 Content Marketing ROI: Sales, Kosten, Retention
Primary Content Indicators: • Sales • Kosteneinsparungen • Retention Rate
www.amazeemetrics.com
http://contentmarketinginstitute.com/2011/05/content-marketing-roi-measurement/
Secondary Content Indicators: • Lead Qualität und Quantität • Kürzere Sales-Zyklen • Customer Awareness • Marktanteil • Cross-Selling Möglichkeiten • Qualitatives Kunden-Feedback
1. Ziele der Content
Marketing Kampagne
2. Nutzer-Indikatoren, die
secondary indicators beeinflussen
3. Auswirkungen auf
primary content indicators
Nutzer-Indikatoren: • Erhöhter Web Traffic • Mehr Seitenaufrufe • Tiefere Absprungrate • Anzahl Social Shares • Verbesserte Ranking-
Positionen
Measurement Framework 3: Nutzung und Performance
1. Consumption
2. Lead Generation
3. Sales
4. Retention
http://moz.com/blog/avoiding-disaster-how-to-prevent-the-3-most-common-content-marketing-fails
www.amazeemetrics.com
Nutzung
Performance
Measurement Framework 4: Nutzung und Performance
1. Consumption Metrics
2. Sharing Metrics
3. Lead Metrics
4. Sales Metrics
http://contentmarketinginstitute.com/2012/06/metrics-content-marketing-jay-baer/
www.amazeemetrics.com
Nutzung
Performance
Measurement Framework 5: Kombination von Nutzung und Performance
1. Consumption Metrics
2. Sharing Metrics
3. Lead Metrics
4. Sales Metrics
5. Retention Metrics
www.amazeemetrics.com
Nutzung
Performance
Content Marketing Metriken und KPIs
1. Consumption Metrics
Blog • Seitenaufrufe
www.amazeemetrics.com
Newsletter: • Öffnungs-Rate • Klick-Rate
Facebook: • Post Reach
2. Sharing Metrics
Blog Post: • Social Shares (Social Share Buttons, URL Mentioning) • Anzahl externer Links zum Blog Post Twitter: • Retweets • Favorites
www.amazeemetrics.com
Google+ Page: Dashboard mit Ansichten (Consumption) und Aktionen (Sharing)
Facebook: • Likes • Shares
Social Shares in socialcrawlytics.com
www.amazeemetrics.com
3. Lead Metrics
Blog/Article/Twitter/Facebook -> Kontaktformular
www.amazeemetrics.com
4. Sales Metrics
• CRM/Sales Software (Kombination von Offline- und Online-Transaktionen) • Ecommerce Tracking in Google Analytics (Revenue/Product) • Ecommerce Tracking in CMS (Revenue/Customer)
www.amazeemetrics.com
5. Retention Metrics
• Returning Visitors (Wiederkehrende Besucher)
• Customer Retention Rate (Anteil der wiederkehrenden Kunden – Kundentotal)
• Repeated Sales (Mehrere Einkäufe pro Kunde)
• Average Customer Revenue (Durchschnittlicher Gewinn pro Kunde)
• Net Promoter Score (Weiterempfehlung)
www.amazeemetrics.com
Content Marketing und SEO
SEO: Rankingfaktoren
www.amazeemetrics.com
http://www.searchmetrics.com/de/services/ranking-faktoren-2013/
Studie basiert auf 10'000 Suchbegriffen für Google Deutschland
Link Building
Früher: • Link Farms • Link Schemes, Link
Networks • Article Spinning • Comment Spamming
www.amazeemetrics.com
Heute: • Regelmässig neuen
einzigartigen und interessanten Inhalt erstellen, der Links und Social Shares generiert.
=> Content Marketing
SEO ist ebenfalls ein Ziel von Content Marketing Ranking-Positionen gehören auch zum Content Marketing Measurement
Measurement Framework 6:
1. Consumption Metrics
2. Sharing Metrics
3. Lead Metrics
4. Sales Metrics
5. Retention Metrics
6. Search Engine Rankings
www.amazeemetrics.com
Nutzung
Performance
Link Building vs. Content Marketing
http://moz.com/blog/seos-dilemma-link-building-vs-content-marketing-whiteboard-friday
www.amazeemetrics.com
Automatische Berechnung des Content Marketing ROI inklusive SEO
http://frac.tl/content-roi-calc/
www.amazeemetrics.com
Take-Home Message
• Ziele der Content Marketing Kampagne definieren
• Measurement Framework auswählen und beibehalten • Veränderungen und Trends über mehrere Zeitperioden
vergleichen
www.amazeemetrics.com
Fragen?
www.amazeemetrics.com
Kontakt
www.amazeemetrics.com
Evelyn Thar evelyn.thar@amazeemetrics.com www.linkedin.com/in/evelynthar
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