Rebecca Lieb's presentation from the Digiday Content Marketing Summit in Austin, TX - February 11, 2016.

1. Content Marketing Performance:
A Framework to Measure Real Business Impact !
Rebecca Lieb!
Analyst, Author, Advisor!
@lieblink | rebeccalieb.com!

2. Despite a surge of adoption in
content marketing…. !

3. The ability to measure the impact of
content is complex!
Market
Challenges
Tool
Challenges
Operational
Challenges
• Content & Analytics still nascent
• Standards nonexistent
• Vendor proliferation
• Multi-functional
• Strategic challenges
• Low visibility

4. The result is metrics measuring!
VOLUME… not impact.!

5. Welcome!!
• A Framework for Measuring Content
Marketing Performance!
• Three Case Studies of Brands Measuring
Effectively (and what they measured) !
!
• Next Steps on Crafting a Content
Marketing Measurement Strategy!

6. A Framework for Measuring
Content Performance!

8. Consider these a starting point…
every business will have unique
ingredients (tools & sources)!

9. Content Measurement Case Studies!

10. Content to help drive prospects and
customers through the funnel!

11. Zenni Optical used search, offsite
content, social media to engage
customers through the buying process!

12. Zenni’s content experiences drove results
across the entire customer journey!
Paid & organic traffic, social media likes, followers
Cart size, time to purchase, conversions
Loyalty, engagement, revenue potential;
Revenue impact (short term and long term)
Crowdsourced new product ideas
Consideration
Purchase
Innovation
Loyalty

13. Revenue Generation Metrics!

14. Content strategy must account for operational
efficiencies like cost control, content
repurposing, risk management, employee
engagement, etc.!

15. Unilever manages numerous brands, hundreds
of millions of fans, thousands of people involved
in the content process. Efficiency is key--!

16. Investing in collaborative tools to
scale content globally across 30
brands, 40 agencies, and 20 markets
helped Unilever reduce time to create
and publish content and increase
output significantly. !

17. Operational Efficiency Metrics!

18. Content can demonstrate value not just in
attracting leads and increasing sales but
also in the realm of customer support
and service, a significant cost center in
most organizations.!

19. Sony identified a user-submitted troubleshooting
post viewed 42k times in 2 weeks!
A phone call costs the brand €7; Viewed 42k times in 2 weeks,
Sony affixed a value of €294k (€7 x 42k) to a single piece of
content, then developed more content to address the pain point.

20. Customer Experience Metrics !

21. Content can be an extremely effective and
efficient way to solicit ideas and
engagement from community members and
contribute to multiple organizational
objectives. !

22. Domino’s Australia wanted to better engage
customers to create their own pizzas!
…they even paid them!

23. Domino’s quantified most popular pizzas and
who earned the most from their recipes!

24. Innovation Metrics!

25. Next Steps to Craft a !
Content Measurement Strategy!

26. 1. Measurement
must be the
foundational
principal of content
strategy!

27. 2. Every
measurement
strategy must
focus on the
business
outcome!

28. 3. Know your
metrics and
your data!

29. 4. Be realistic
about
organizational
capabilities and
tools!

31. Thank You!!
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be
reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information.
The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for
interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not
constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for
advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.!
!
Rebecca Lieb!
Analyst, Author, Advisor!
@lieblink!
!