76insightsMeasuring what matters for content marketers
Sherrilynne Starkie
The Wanamaker problem
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half!”
Tools for content marketers
What matters?
• Does my content resonate? – Which content travels further?
• Who are the true influencers?– Which individuals should be engaged?
• Which discussions are important?– Where are relevant conversations taking place?
How to drive the agenda?
• How do I get audiences to care?– Which issues to focus on?
• How can I drive conversation?– Which channels to focus on?
• How can shape opinion?– Who to get onside for which issues?
76insights is a simple tool
• It has powerful benefits! – Watchlists
• Unlimited in number and any feeds • Keep them private or make the public
– Visualizations• Identify outliers and influencers• Identify the forces of conversations
– Reports• Downloadable and shareable• Easy to understand
Enough tell…let’s show!