Marketing technology advances have made it easier and more affordable to connect activities to outcomes, but content marketers have largely dropped the ball when it comes to monitoring, reporting and improving performance. The key is to align content marketing KPIs with overall business goals, have a logical and well-documented process for updating and reporting results, and develop systems for turning data into intelligence and intelligence into action. Attendee takeaways: * Prioritize content marketing goals. * Identify Key Performance Indicators (KPIs). * Select the right analytics technology and tools. * Optimize your use of Google Analytics. * Turn data into insights and actions.

1. the content marketing metrics that matter
how to measure, visualize and report on content performance
Paul Roetzer
CEO, PR 20/20
@PaulRoetzer
@paulroetzer • #CMWorld

2. example scenario
A B2B SaaS company with $10M in funding and aggressive growth goals
is struggling to meet lead-gen targets. The CMO fears marketing is
going to fall short of Q4 2015 goals . . .
brand
leads
sales
loyalty
@paulroetzer • #CMWorld

3. example scenario
The marketing team is blogging 2x per week,
regularly sharing content across their social networks, and
producing a high-quality ebook with an accompanying webinar each month.
brand
leads
sales
loyalty
@paulroetzer • #CMWorld

4. example scenario
But, not enough people are organically finding the content.
brand
leads
sales
loyalty
@paulroetzer • #CMWorld

5. example scenario
Do they need a paid media strategy?
@paulroetzer • #CMWorld

6. example scenario
Are there opportunities to amplify the content via
earned media with bloggers, journalists and analysts?
@paulroetzer • #CMWorld

7. example scenario
Should they hire an agency or freelancers and
double down on content production?
@paulroetzer • #CMWorld

8. example scenario
Maybe.
@paulroetzer • #CMWorld

9. example scenario
Maybe.
@paulroetzer • #CMWorld

10. example scenario
AND . . . Maybe.
@paulroetzer • #CMWorld

11. data > intelligence > action > outcomes
@paulroetzer • #CMWorld

12. data > intelligence > action > outcomes
@paulroetzer • #CMWorld

13. 94%
of
chief
marketers
believe
analy4cs
will
play
a
big
role
in
reaching
their
goals,
yet
only
18%
said
their
organiza6ons
were
in
a
posi6on
to
do
so.
source:
IBM
@paulroetzer www.pr2020.com

14. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
short-term impact proven long-term impact proven
29%
36%
just 36% of CMOs have quantitatively proven the
short-term impact of marketing spend. that figure
drops to 29% when demonstrating long-term impact.
source:
2014
CMO
Survey
@paulroetzer • #CMWorld

15. ONLY 21%
@paulroetzer • #CMWorld

16. @paulroetzer • #CMWorld

17. the technology to measure, visualize and report
on content ROI is accessible and affordable.
@paulroetzer • #CMWorld

18. the challenge
@paulroetzer • #CMWorld

19. lack of education/training
consumer behavior
social networks
technologies
channels
data

20. we create 2.5 quintillion bytes of data
every day (that’s 18 zeros)
Source:
IBM

21. 90% of all data in the world
has been created in the last 2 years
Source:
IBM

22. Infographic:
Domo
every minute . . .
Vine users share 8,333 videos.
Pinterest users pin 3,472 images.
Twitter users Tweet 277,000 times.
YouTube users upload 72 hours of video.
Instagram users post 216,000 new photos.
Facebook users share 2,460,000 pieces of content.

23. marketers have access to data from dozens of sources:
social monitoring, web analytics, email, call tracking,
sales, advertising, remarketing, ecommerce,
mobile apps, accounting . . .
@paulroetzer www.pr2020.com

24. never more choices. never more noise.
never more demand for performance.
@paulroetzer • #CMWorld

25. and yet, there has never been a
better time to be a content marketer.
@paulroetzer • #CMWorld

26. obstacles create
opportunities

27. every trackable interaction creates a data point,
and every data point tells a piece of the customer’s story.

28. we have to plan faster, experiment more
efficiently and adapt constantly to
accelerate success.
@paulroetzer • #CMWorld

29. marketing dashboards that
report activities rather than business outcomes
are a major cause of the disconnect
between marketers and the C-suite.
source: ITSMA, VisionEdge and Forrester
@paulroetzer • #CMWorld

30. B2B
marketers
say
just
9%
of
CEOs
and
6%
of
CFOs
use
marke6ng
data
to
help
set
corporate
direc6on.
source:
ITSMA,
VisionEdge
and
Forrester
@paulroetzer www.pr2020.com

31. content marketers must excel at bringing
structure and meaning to numbers
@paulroetzer www.pr2020.com

32. turn data into intelligence,
intelligence into action, and
action into measurable outcomes
@paulroetzer www.pr2020.com

33. 86% of marketers are working on better understanding
what content is effective—and what isn’t

34. 82% of marketers are working on
measuring content marketing ROI

35. data without analysis is simply noise
1. align
content
marke6ng
goals
with
business
goals.
2. iden6fy
key
performance
indicators
(KPIs).
3. track
and
report
at
the
campaign
level.
4. train
your
team.
5. automate
and
visualize
data.
@paulroetzer • #CMWorld

36. 1 align
content
marke6ng
goals
with
business
goals.
@paulroetzer • #CMWorld

37. @paulroetzer • #CMWorld

38. what’s the business goal?
@paulroetzer • #CMWorld

39. Specific: Clearly establishes what is to be achieved.
SMART goals
Measurable: Quantifiable, and a strong indicator of progress.
Attainable: Realistic given your foundation, reach, resources and potential.
Relevant: Connect to achievement of overall business goals.
Timely: Has a target date.
@paulroetzer • #CMWorld

40. increase monthly website sessions 20% in Q4. brand
leads
sales
loyalty
generate 50 sales qualified leads in Q4.
produce $250,000 in new MRR in Q4.
improve retention rates from 85% to 90% in Q4.
SMART goals
@paulroetzer • #CMWorld

41. measure the value of your content
at every stage of the funnel
@paulroetzer • #CMWorld

42. www.BeNerWorks.com

43. 2 iden6fy
key
performance
indicators
(KPIs).
@paulroetzer • #CMWorld

44. @paulroetzer • #CMWorld

45. sample google sheets scorecard

46. www.pr2020.com

47. brand
leads
sales
loyalty
blogging
social
engagement
events
premium
content
lead
nurturing
ver6cal
markets
webinars
email
marke6ng
case
studies
onboarding
resources
customer
engagement
training/educa6on
KPIs ac4vi4es
website
sessions
blog
subscribers
social
reach
SQLs
demo
requests
free
trials
content
downloads
new
customers
COCA
conversion
rates
MRR
CLV
rev
run
rate

48. 3 track
and
report
at
the
campaign
level.
@paulroetzer • #CMWorld

49. hNp://bit.ly/performance-­‐pack
every
campaign
is
a
series
of
projects
designed
to
achieve
a
goal

50. sample hubspot campaigns report

51. standard attribution models
last interaction
first interaction
last non-direct click
last adwords click
linear
time decay
position based

52. why attribution matters
aug. 1: organic search, lands on blog post (5 pages)
aug. 5: direct visit to homepage (12 pages)
aug. 10: twitter referral (5 pages, including pricing page)
aug. 11: direct visit, ebook download (2 pages)
aug. 15: email visit, webinar registration
oct. 1: paid visit, makes purchase
first interaction
last interaction

53. UTM tags: google URL builder
source = last place visited
medium = type of marketing medium
name = your campaign name
bit.ly/url-builder-campaigns

54. http://contentmarketinginstitute.com/2015/09/
interactive-calls-to-action/?
utm_medium=email&utm_source=Act-On
+Software&utm_content=email&utm_campaign=
5%20Interactive%20Calls%20to%20Action
%20That%20Prospects%20Can%5Cu2019t
%20Resist&utm_term=READ%20THIS
%20ARTICLE
source = Act On Software
medium = email
name = Interactive Calls to Action That Prospects Can’t Resist
@paulroetzer • #CMWorld

55. 4 train
your
team.
@paulroetzer • #CMWorld

56. of
companies
lack
necessary
digital
skills
in
key
areas
of
social
media,
mobile,
internal
social
networks,
process
automa6on,
and
performance
monitoring
and
analysis.
source:
Capgemini
Consul6ng
90%
www.pr2020.com@paulroetzer

57. data analysis
identify top KPIs.
turn data into actionable intelligence.
uncover anomalies, trends and opportunities.
adjust strategies based on data.
tie activities to performance and bottom-line results.
@paulroetzer • #CMWorld

58. 5 automate
+
visualize
data.
@paulroetzer • #CMWorld

59. use APIs to automate data entry
@paulroetzer • #CMWorld

60. hUps://www.google.com/analy6cs/gallery/#landing/start/

61. hUps://www.google.com/analy6cs/gallery/#landing/start/

62. automate email reports

63. performance reports

64. business intelligence + data visualization
Source:
Domo

65. www.buzzsumo.com

66. buzzsumo + roambi
we’re using Buzzsumo in this example to export 12 months
of posts on Content Marketing Institute’s blog.

67. buzzsumo + roambi
create a new project using the Roambi app on your iPhone or iPad.
disclosure: Roambi is a PR 20/20 client

68. buzzsumo + roambi
users are able to filter, pivot, explore and share their visualizations.

69. buzzsumo + roambi

70. www.narra6vescience.com

71. turn
data
into
(ar4ficial)
intelligence
www.automatedinsights.com

72. Image:
Franck
Calzada/YouTube
The AP “writes” 10x more earnings reports
using Automated Insights technology

74. data without analysis is simply noise
1. align
content
marke6ng
goals
with
business
goals.
2. iden6fy
key
performance
indicators
(KPIs).
3. track
and
report
at
the
campaign
level.
4. train
your
team.
5. automate
and
visualize
data.
@paulroetzer • #CMWorld

75. paul
roetzer
@paulroetzer
CEO
|
PR
20/20
author
|
The
Marke)ng
Performance
Blueprint
(Wiley,
2014)
&
The
Marke)ng
Agency
Blueprint
(Wiley,
2012)
creator
|
Marke6ng
Score
&
Marke6ng
Agency
Insider
www.pr2020.com
@paulroetzer • #CMWorld