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©2015 EverString
Searching for the Content Bigfoot: How to Create a Data-Driven Content Marketing Strategy
Dayna Rothman, Senior Director of Brand, Content, and Demand Generation at EverString and Author of Lead Generation for Dummies@dayroth
©2015 EverString
• Senior Director of Brand, Content, and Demand at EverString
• Author of Lead Generation for Dummies
• Author of numbers Lynda.com courses
• Ran content @ Marketo for 3+ years
• Dog mom to Eggs the mastiff and Omelette the frenchie
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For many marketers, data driven content and content ROI is a thing of myths…
But it doesn’t have to be! Data driven and content ROI is right under your nose with proper foundation and planning.
Know What You Want to Measure
Source: Marketingprofs
Map Content Measurement to Your Sales Funnel
Social sharingPage trafficLead generationNon-gated content
engagement
What EverString Tracks
Paid program performance
First touch and multi touch attribution
Target account engagement
Use data to drive your content topics and message. Plus, use data to determine where you should spend your time.
Get to Know Your Buyers With Predictive Insights
• Segmentation• Personalized/account-based
content creation• Nuanced messaging• Targeted nurture tracks
What Can You Do with Insights?
Create Segments Based on Content Performance
Benchmark Against Your Competitors
Track Overall Share-of-Voice
Use different tools and measurements to track your content goals.
Track Website Content Performance
• Most trafficked asset—topic relevance
• Content engagement• CTA and offer match
rate• Website entrances
What Do These Metrics Tell You?
Track Social Shares
• Depth of content engagement
• How well your audience relates to your content
• What social channels are the most effective for certain types of content
What Do These Metrics Tell You?
Revenue and Pipeline Attribution (Gated and Non-Gated)
• How content influences every stage in your funnel
• What content is best for bringing people in
• What content is best for closing deals
• How both gated and non-gated assets perform
What Do These Metrics Tell You?
Deal-Specific Attribution
Target Account Attribution
• Content performance per company size, industry, geography, etc
• Content performance for target accounts
• What content is moving the needle in deal cycles
What Do These Metrics Tell You?
• Weekly executive report-outs• Monthly marketing meeting
report-outs• Content stakeholder quarterly
report-outs
How Do You Report?
What does this drive?• Content roadmap• Channel optimization• Spend optimization• Program focus• Account-Based Marketing• Marketing attribution and
content value
Now, to Tie it All Together!
