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Measuring the Effectiveness of Content Connie Bensen Global Social Content Strategy, Dell
How to Plan, Develop & Optimize
A Content Marketing Program for Tech

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Connie Bensen
Defined Community Manager Role – 2006
Social Insights – 2008
Global Social Content Strategy, Dell – 2014
Build community around your intent.
@cbensen #SocialBizology

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B2B content marketing offers opportunities
70% of marketers don’t have a content strategy Altimeter
60-70% of content is never used
Sirius Decisions
60% of customer journey is completed before contacting company HubSpot
By 2017 the CMO
will spend more
on IT than the CIO
Gartner

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CMO’s realize that internal alignment is required
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This looks simple enough…
Create Content Strategy
Plan Campaign
Produce Content
Publish
Measure and Refine

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Measurement basics
1.Decide on business objectives
1.The goals define what will be measured
2.Start simple with one to three KPI’s and build on that
2.Benchmark and report on a regular basis
1.Create a scorecard
2.Translate the % change to impact on business
3.Use insights to drive improvements

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The question is how to measure the ROI of content across the customer journey?
•Influencer relations
•Share of voice, reach
•Traffic to website
•Organic SEO
•Leads, Conversions
•Improved NPS
•Reduced demand on call center
•Increased advocacy and WOM
•Talent recruitment

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Site traffic Web analytics from Omniture, Google Analytics, etc
•Visits
•Visitors
•Page views
•Bounce rate
•Pages per visit
•Traffic from organic search
Insights:
Vanity metrics can be deceptive
- Dig into spikes to determine source
Bounce rate indicates whether messaging is
appropriate for place in buying cycle
Pages viewed shows depth of visit

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Site engagement
•Repeat visit %
•Avg time on site
•Content views
•Comments
•Newsletter signups
•RSS subscribers
Insights:
Are customers returning to your content?
What steps should be taken to increase this?
What content is being viewed the most?
What topics have gaps?
Does the content inspire the reader to comment?
Is the newsletter bringing people back?
Is it a summary or is there opportunity to
provide unique value.

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Social engagement
•Total shares
•Referred traffic
•% of total traffic
•Referrals from Twitter,
Facebook, and LinkedIn
•Influencer promotion
Insights:
How shareable is your content?
Does the platform make it easy
What traffic is earned vs paid
Which channels are driving the most?
Are influencers engaging with your content?
How can you signal influencers?
or, incorporate their opinions and ideas?

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Overview of frequently used metrics
Site traffic
Site engagement
Social engagement
Impact
Visits
Repeat visit %
Total shares
Leads
Visitors
Avg time on site
Referred traffic
Revenue
Page views
Content views
% of total traffic
Share of voice
Bounce rate
Comments
Referrals from Twitter, Facebook, and LinkedIn
Organic search rank
Pages per visit
Newsletter signups
Influencer promotion
Traffic from organic search
RSS subscribers

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Is your content marketing effective?
59% of senior level business and IT decision makers usually scan marketing materials and throw in trash Forrester Research

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Dell publishes to many properties on-domain and off.

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Dell is building an infrastructure to support an integrated customer experience and new metrics
Business functions
Collaboration
Customer-centric content
alignment

Global Marketing
Dell - Internal Use - Confidential
Opportunity to evolve as a Social Business
Social media links teams across the customer journey
–It offers direct access to the customer
–Social is not a silo. It encourages and fosters collaboration
–Business functions use data-driven insights
–Early adopters encourage their teams to revise their processes
–Opportunity to connect offline with online (multichannel)
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[noun] Social Bizologist
definition: The person responsible for guiding the business to shift to a customer focused approach and become a social business.
Build community around your intent

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The opportunity to consolidate content calendars, workflows and content silos.
Digital asset manager
Extranet
Sales Enablement Platform
Sharepoint
Blog or Digital magazine
Corporate CMS(s)
Marketing automation
Community Platform
Social Channels
Technology stack
•Social publishing, listening and engagement
•Content production

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Moving beyond the basics and working collaboratively
Use of centralized content tool
1.Simplification of workflows
2.Combine many content calendars into one with global visibility
3.Repurpose content that is performing
4.Aggregate content silos
5.Access to all content for localization
Business value
% productivity gain
Reduced asset production time
Increased Marketing Qualified Leads and increase conversion rate of Sales Qualified Leads
Increased performance in channels
Reduced time to find source files

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Research study of 8 companies using Kapost for their content marketing operations
•133% increase in return visitors to their Website
•253% increase in online engagement (downloads, blog reads, etc.)
•200% increase in email open rates
•75% increase in Web traffic
•512% increase in marketing qualified leads
•Six-fold revenue lift from content marketing activities
•30% reduction in asset production cycle time
•24% productivity improvement for content marketing resources

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Lessons Learned
Lesson 1: Keep KPI’s simple. Don’t try to measure too many data points.
Lesson 2: Consolidate content calendars in order to provide a holistic view and facilitate cross-functional workflows and alignment across business functions.
Lesson 3: Measure production time and inventory to show business value and increase quality of content.
Lesson 4: Report on inventory and usage across customer journey and personas to optimize content available and minimize localization barriers.
Lesson 5: Content performance metrics such as engagement and sharing point to content that should be repurposed.
Help others recover after failing. (fail fast) Understand, learn, and support (iterate often)

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Questions? Connect with me: conniebensen@gmail.com Resources
Slideshare http://www.slideshare.net/conniebensen
Creating a Culture for Making Business Social
It Takes a Village
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Altimeter Report: Digital Transformation: Why and How Companies are Investing in New Business Models to Lead Digital Customer Experiences