Content Marketing Metrics eMetrics NYC 2011

© 2011 Altimeter Group

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Congratulations! You’re a Publisher!

Content Marketing Metrics

Charlene LiFounder and Partner

eMetrics New YorkOct. 19, 2011

Rebecca LiebAnalyst, Digital Advertising & Media

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Page Views

Time Spent on Page

Top Stories

Subscribers

Ad Sales

Measure What a Publishers Measures:3


Sample Default Slide Master)


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B2C Content Marketing Case StudyPepsi Refresh

Monitor web for project mentions, assess sentiment. “What consumers say about us is more important than anything that we say. It’s an indexed competitive score looking at how our brand is doing compared to our competitors, indexed on a hundredth scale. The formula accounts for volume and sentiment, and then weighted by platform." –Shiv Singh, PepsiCo


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B2B Content Marketing Case StudyEloqua

Company closed $2.5 million in annual contracts from clients who downloaded 2010 Grande Guides, additional $3.2 million in contract stage. People who discover Eloqua through its content are 21% more likely to view a demo and more likely to be VP level or higher than the average site visitor, i.e. “quality leads”


Subscribers

Fans

Likes

SEO (visibility; ranking; as traffic source)

Leads (quality; lifetime value; customers referred by existing leads)

Sales (volume; dollar value; length of sales cycle)

Traffic

Conversions (Sales? Subscribers? Leads?)

User/Lead/Sales Acquisition Costs

Figure Out What You Want to Measure & Why You Want to Measure It

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Rebecca Lieb

establish a baseline, whatever you chose


The average chair costs $500

Analytics show 50 people start the process of purchasing a chair online every day, but only 10 finish the process

User research shows the instructions on the purchase pages are very confusing

We assume 5-10 people leave the purchasing process because of something unrelated to the site. 5-10 leave the process when they see shipping costs

We assume the remaining 20-30 people would complete the purchasing process if instructions were more helpful

Ergo, the value of the instructional content is likely c. $300,000 - $450,000 per month ($500 X 20-30 people X 30 days)

The cost of fixing the content is approximately $25,000Source: BrainTraffic

One Approach: Assign a Dollar Value to Each KPI

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Image by StreetFly_JZ used with Attribution as directed by Creative Commons http://www.flickr.com/photos/streetfly_jz/2760882758


Measuring More Than Money


Source: “A Framework for Social Analytics” by Susan Etlinger






Facebook likes, Google + +1s

Retweets

Social network shares

Blog citations

Links back

Comments

Time spent on page

Average page views per visitor

Followers

@Mentions

Soft Content Metrics13

Rebecca Lieb



Facebook likes, Google + +1s

Retweets

Social network shares

Blog citations

Links back

Comments

Time spent on page

Average page views per visitor

Followers

@Mentions

Soft Content Metrics14

Rebecca Lieb



15Image by randomcuriousity used with Attribution as directed by Creative Commons

http://www.flickr.com/photos/randomcuriosity/3445573373/

Recommendations



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top-converting

referrers

pages

keywords


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sales attribution

ecommerce

dedicated 800 numbers

online forms for downloads


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lead quality

define it:

job title?

prospect who first watched a video or downloaded a white paper?


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search & social media visibility

web analytics, Alexa.com, Compete.com

tie SEO to specific keywords

goal: awareness, buzz, brand, traffic


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be patient

These aren’t advertising or e-commerce metrics.

Clear content marketing ROI takes time to become manifest.


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Rebecca [email protected]

m

www.rebeccalieb.com/blog

Twitter: @lieblink

THANK YOU


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Content Marketing Metrics eMetrics NYC 2011