Measuring Content Marketing Performance Using KPIs
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Slide deck of my session at #DBS2017, October 2017, Barcelona. - The rise of data scientist and hybrid marketer - Embracing content marketing to drive measurable business results that impact the bottom line - What to measure: How to gain actionable insights - Having a better understanding of content efforts to reach new audiences, drive business, and become a more cost-effective marketing channel
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Measuring Content Marketing Performance Using KPIs
- 1. Giuseppe Caltabiano, Content Marketing Speaker & Author, Head of Content Marketing Advisory Services Back to basics: How content marketing is driving measurable business success @giusec • contentacrossborders.com
- 2. The speaker @giusec • contentacrossborders.com @giusec contentacrossborders.com
- 3. Two sections of this presentation @giusec • contentacrossborders.com Data Science and the rise of the Data Scientist How to calculate content/digital marketing performances
- 4. Inside views (= practical recommendations) @giusec • contentacrossborders.com
- 5. 1 Data Science and the rise of the Data Scientist @giusec • contentacrossborders.com
- 6. The data deadlock @giusec • contentacrossborders.com
- 7. The sexiest job (HBR, 2012) @giusec • contentacrossborders.com
- 8. @giusec • contentacrossborders.com “Being a data scientist is not only about data crunching. It’s about understanding the business challenge, creating some valuable actionable insights to the data, and communicating their findings to the business.” Jean-Paul Isson, Monster Worldwide, Inc.
- 9. “Data Skill Gap”: 1780 articles in 2016 alone @giusec • contentacrossborders.com
- 10. The skill gap is increasing in 2017 @giusec • contentacrossborders.com
- 11. Monstrous problem or mythical beast? @giusec • contentacrossborders.com 13% 23% 31% 65% 72% SEO Design Web Dev Social Media Data Science The most desired skills in mktg
- 12. Marketers are intimidated… @giusec • contentacrossborders.com
- 13. Two implications @giusec • contentacrossborders.com Any professional in the internet world from SEO to content marketer can give themselves an edge by strengthening their data capabilities. For brands and agencies: the ability to manage successful programs will require strong data analysis human and technological capabilities.
- 14. “I mean a marketer who doesn’t leave executional knowledge to others – but is wired to seek continually to acquire it. I mean a marketer who doesn’t stick to one specialism but seeks to acquire a working knowledge of any that might be relevant.” The rise of the Hybrid Marketer @giusec • contentacrossborders.com
- 15. 2 Calculating Content Marketing Performances @giusec • contentacrossborders.com
- 16. @giusec • contentacrossborders.com It is $0 unless… it builds an AUDIENCE What is the value of Content?
- 17. @giusec • contentacrossborders.com It is $0 unless… it builds an AUDIENCE What is the value of Content?
- 18. @ g i u s e c • # C M W o r l d Hubspot acquired Agency Post It is $0 unless… it builds an AUDIENCE What is the value of Content?
- 19. @giusec • Contentacrossborders.com Arrow Electronics acquires United Technical Publishing – 16 magazines, 1m subscribers It is $0 unless… it builds an AUDIENCE What is the value of Content?
- 20. TEAM – one way to measure content performance @giusec • contentacrossborders.com Measuring and optimizing for highest- quality traffic Attracting more of the right traffic Driving the desired behaviors Correlating against real business outcomes TRAFFIC ENGAGEMENT ACTION MONETIZATION
- 22. Examples of User Journey .com page Google Search Content Hub Social Media Content Hub .com page .com page Content Hub
- 23. Traffic Common KPIs @giusec • contentacrossborders.com Attracting more of the right traffic TRAFFIC Page Views Audience Demographics Page views by channel New visitors Traffic share by desktop/mobile Traffic share by geographies Unbranded organic search traffic Social followers Organic search share of voice Google Analytics Paid campaign parameters
- 24. Examples: tracking page views @giusec • contentacrossborders.com Big Rock launch Big Rock launch Content promotion NewsLetter + Paid Search pilot Content promotion Content promotion
- 25. Measuring how content impact business @giusec • contentacrossborders.com
- 26. Engagement common KPIs @giusec • contentacrossborders.com Measuring and optimizing for highest- quality traffic ENGAGEMENT Returning visitors Increase time on page Lower bounce rate Increase time on product pages Social likes/ engagement Multiple stories per session Google Analytics Third-party tools
- 27. Action-focused common KPIs @giusec • contentacrossborders.com Driving the desired behaviors ACTION Newsletter opt-ins Blog signups Outbound clicks to .com on content pages Clicks on contact us Big Rock downloads Chart check outs … and many others… Google Analytics Marketing Automation tools (Marketo, Eloqua, Pardot, etc.)
- 28. Example: action-focused KPIs @giusec • contentacrossborders.com
- 29. Monetization KPIs @giusec • contentacrossborders.com Correlating against real business outcomes MONETIZATION MQL SQL Meetings Marketing influenced opportunities Marketing influenced revenue % Repeat purchases Marketing Automation tools CRM tools
- 30. Example: monetization KPIs @giusec • contentacrossborders.com
- 31. Example: monetisation KPIs @giusec • contentacrossborders.com
- 32. Buyer Journey and Content Mapping @giusec • contentacrossborders.com
- 33. Traffic Common KPIs @giusec • contentacrossborders.com Page Views Audience Demographics Page views by channel New visitors Traffic share by desktop/mobile Traffic share by geographies Unbranded organic search traffic Social followers Organic search share of voice Returning visitors Increase time on page Lower bounce rate Increase time on product pages Social likes/ engagement Multiple stories per session Newsletter opt-ins Blog signups Outbound clicks to .com on content pages Clicks on contact us Big Rock downloads Chart check outs MQL SQL Meetings Marketing influenced opportunities Marketing influenced revenue % Repeat purchases AWARENESS EVALUATION PURCHASE RETENTION
- 34. KPIs by Stage of the Buyer Journey @giusec • contentacrossborders.com Page Views Audience Demographics Page views by channel New visitors Traffic share by desktop/mobile Traffic share by geographies Unbranded organic search traffic Social followers Organic search share of voice Returning visitors Increase time on page Lower bounce rate Increase time on product pages Social likes/ engagement Multiple stories per session Newsletter opt-ins Blog signups Clicks on contact us Big Rock downloads Chart check outs MQL SQL Marketing influenced opportunities Marketing influenced revenue % Repeat purchases AWARENESS EVALUATION PURCHASE RETENTION Increase time on page Lower bounce rate
- 35. KPIs by Stage of the Buyer Journey (B2B) @giusec • contentacrossborders.com Page Views New visitors Unbranded organic search traffic Returning visitors Lower bounce rate Social likes/ engagement Newsletter opt-ins MQL Marketing influenced opportunities AWARENESS EVALUATION PURCHASE RETENTION
- 36. KPIs by Stage of the Buyer Journey (B2C) @giusec • contentacrossborders.com Page Views New visitors Unbranded organic search traffic Returning visitors Lower bounce rate Social likes/ engagement Newsletter opt-ins Chart check outs % Repeat purchases AWARENESS EVALUATION PURCHASE RETENTION Increase time on product pages
- 37. What’s the ROI of your mother? @giusec • contentacrossborders.com
- 38. • The data skills gap • The rise of the data scientist / hybrid marketer • Content Marketing works and its performances can be calculated… • …most of the times Conclusions @giusec • contentacrossborders.com
- 39. References :: contentacrossborders.com @giusec • contentacrossborders.com
Hinweis der Redaktion
- It’s no secret that today’s marketers are faced with mountains of customer data – in volumes that can potentially be quite intimidating. As a result, marketers now have a greater opportunity to get to know their customers infinitely better than ever before. From tweets, subscriptions, and browsing habits, right through to in-store loyalty schemes, there has never been a better time for marketers to develop cross-platform insights and build a genuine ‘Single Customer View’. And yet, despite having the opportunity and the data available, marketers are still failing to develop an accurate depiction of their customers. Something continues to hold them back.
- HBR declared that data scientist is the sexiest job of the century. Research company Gartner suggests that there will be 4.4 million big data jobs available in the next years, and that only a third of them will be successfully filled. It’s no surprise. Everything is moving toward data: big data, mobile data, performance data, campaign data, product data, and even data about how we track our data. https://hbr.org/2012/10/data-scientist-the-sexiest-job-of-the-21st-century
- HBR declared that data scientist is the sexiest job of the century. Research company Gartner suggests that there will be 4.4 million big data jobs available in the next years, and that only a third of them will be successfully filled. It’s no surprise. Everything is moving toward data: big data, mobile data, performance data, campaign data, product data, and even data about how we track our data. https://hbr.org/2012/10/data-scientist-the-sexiest-job-of-the-21st-century
- With the explosion of software for marketing analytics there is now the potential to create valuable data analysis from social media and make strategic decisions off the back of it. In 2016 alone there have been 1,780 articles written on the “data skills gap”, resulting in over a quarter (27%) of marketers believing that their teams lack the skills needed to succeed in the analytics age.
- Based on a recent report from BlueVenn, data analysis is considered the most important skill a person could learn for the next two years. The report says 72% of marketers consider data vital. This has placed firmly on top, above skills like social media (65%), web dev (31%), design (23%) or SEO (13%). Marketers have recognised that without skills in data analysis, the effectiveness of social media is limited. https://venngage.com/blog/marketing-skills-2016/ Below is a simple visualization of what we found. As you can see, there is a HUGE skills shortage in the Data Analysis and Code section. But we have also found that there is a surplus in core marketing skills, including digital marketing, social media and others.
- Based on a recent report from BlueVenn, data analysis is considered the most important skill a person could learn for the next two years. The report says 72% of marketers consider data vital. This has placed firmly on top, above skills like social media (65%), web dev (31%), design (23%) or SEO (13%). Marketers have recognised that without skills in data analysis, the effectiveness of social media is limited.
- Being honest, many in the marketing community have never felt particularly comfortable with data analysis. Marketers rarely get into marketing to become data scientists, they expect to plan campaigns, be creative, and help bring brands to life. With the rise of customer profiling and web analytics however, the marketing skillset has been turned on its head. It turns out that marketers don’t want to become data scientists. Instead, they simply want their marketing tools and technologies to make the tasks of unifying, cleansing and matching data more automated. Unfortunately, this is where the MarTech community has let down their customers by not focusing enough on data and too much time on functionality. As it stands, 51% of marketers either don’t have the right tools for data analysis or believe that the tools they have need to be improved. Instead of investing in such technologies however, 27% of marketers are choosing to hand data analysis over to the IT department, while 6% are still forking out for external data analysis services.
- This has two implications. The first is that any professional in the internet world from SEO to content marketer can give themselves an edge by strengthening their data capabilities. From ensuring the success of your campaigns to making yourself un-fireable, data skills will be a huge asset. The second implication is for brands and agencies: the ability to manage successful campaigns will require strong data analysis human and technological capabilities. As your competition becomes more sophisticated, your ability to keep up will be directly helped or hindered by your data capabilities.
- This has two implications. The first is that any professional in the internet world from SEO to content marketer can give themselves an edge by strengthening their data capabilities. From ensuring the success of your campaigns to making yourself un-fireable, data skills will be a huge asset. The second implication is for brands and agencies: the ability to manage successful campaigns will require strong data analysis human and technological capabilities. As your competition becomes more sophisticated, your ability to keep up will be directly helped or hindered by your data capabilities.