What is the Content Marketing Index?

What is the Content Marketing Index?

Martin van der RoestPresident and Co-Founder@vanderroest @bataviaresearch

#socalbma @socalbma

Copyright 2014, Batavia Research 2

Technologist at heart


Launched my first business 28 years ago


Discovered inefficiencies of social media and content marketing


Launched Cadence9 to automate content marketing process

finding the right audience


Finding prospects that are engaged in content marketing


Went to big data list providers, with no luck


Tried Mturks to build company-centric social business profiles


Not scalable … so we built our own solution


Produced unmanageable amounts of data


Needed a simple way to measure a company’s social business performance


input black box output

Leverage block box approach with inputs and outputs



money, resources, budget, spend

channel data, posts,engagement, etc., spend

Input is money and resources, while output is visible evidence



money, resources, budget, spend

channel data, posts,engagement, etc., spend

Focus on the black box to access performance


content marketing lifecycle

Leverage the content lifecycle to model the black box


180+ channels10 deep dive350+ data itemsupdated every 7 dayscompany-centric

Social business data needs to be high quality, complete and at volume


64

allocated into 5 groupsbased on 40+ weighted variablesscore between 0-100

Content Marketing Index is created to asses performance


sales enablementbenchmarking and performance auditcompetitive analysisinferred future behavior

Four key application areas


Find companies based on social business profiles


Provide flash reports for account managers

benchmarking and performance audit


Benchmark and audit content marketing performance


Develop competitive analysis and insights

predictive inference


Predictive insights that can infer financials


CMI … based on content marketing lifecycledata driven barometer of company’s performanceempowers B2B marketers to drive improved ROI and revenue

Empowers B2B marketers to drive ROI and revenue

Martin van der RoestPresident and Co-Foundermartin@bataviaresearch.com1.714.834.1200BataviaResearch.com@vanderroest @bataviaresearch

#socalbma @socalbma

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