b2b content metrics & kpis you can take to the c-suite
TRANSCRIPT
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B2B Content Metrics & KPIs You Can Take To The C-SuiteRebecca LiebAnalyst | Author | Advisor@lieblink | rebeccalieb.com
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Despite a surge of adoption in content marketing….
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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
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A true culture of content means metrics and KPIs applied to content must evolve in tandem
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The result is metrics measuring
VOLUME… not impact.
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The need to ‘feed the beast’ is a tremendous organizational
imperative, cost, and ongoing requirement.
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Welcome!• A Framework for Measuring Content
Marketing Performance
• 6 Case Studies of Brands Doing it Well (and what they measured)
• Next Steps: Crafting a Content Marketing Measurement Strategy
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A Framework for Measuring Content Performance
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Consider these a starting point… every business will have
unique ingredients (tools & sources)
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Content Measurement Case Studies
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Content and the response to that content that signals how
communications augment or detract from the health of the
brand. Measures of interest and behavior.
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Xerox objective:Use the digital medium to increase brand value; educate customers and prospects.
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Get Optimistic targets top 30 accountsChief Optimist magazine (Forbes partnership)Real Business magazine
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Engagement and audience across the network grew significantly
The team used data to inform
communication strategy and
optimize tactics going forward.
• 70% of targeted companies engaged with the microsite
• 300-400% email campaign readership growth
• 20,000 new contacts
• 1,000+ scheduled appointments
• $1B+ in new revenue
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Brand Health Metrics
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An umbrella term encompassing the many components that can
improve existing marketing efforts and take them to the next level.
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Fisher Tank moved from cold-calling and customer referrals to digital content
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• Optimized website• Launched blog• Created downloadable content• Built social media presence
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Move from 60 years of cold-calling and client referrals to content marketing yielded:
Social media traffic up 4,800%Lead conversion up 3,900%Quote requests up 500%
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Marketing Optimization Metrics
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Content to help drive prospects and customers through the
funnel
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Lenox Tools uses search, online tools, whitepapers, thought leadership, and social media to engage customers through the buying process
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Lenox’s content experiences drive results across the entire customer journey
Paid & organic traffic, social media likes, followers
Order size, time to purchase, conversions
Loyalty, engagement, revenue potential; Revenue impact (short- and long term)
Crowdsourced new product ideas
Consideration
Purchase
Innovation
Loyalty
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•
Lenox studied customer needs instead of chasing cold leads.
Content marketing delivered:
50% growth in qualified new leads10% sales pipeline growth
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Revenue Generation Metrics
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Content strategy must account for operational efficiencies like cost control, content repurposing, risk management,
employee engagement, etc.
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Unilever manages numerous brands, hundreds of millions of fans, thousands of people involved in the content process. Efficiency is key--
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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.
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Operational Efficiency Metrics
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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.
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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.
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Customer Experience Metrics
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Content can be an extremely effective and efficient way to solicit ideas and
engagement from community members and contribute to multiple
organizational objectives.
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Domino’s Australia wanted to better engage customers to create their own pizzas
…they even paid them!
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Domino’s quantified most popular pizzas and who earned the most from their recipes
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Innovation Metrics
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Next Steps to Craft Your Content Measurement Strategy
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1. Measurement must be the foundational principal of
content strategy
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2. Every measurement strategy must focus on the
business outcome
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3. Know your metrics and your data
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4. Be realistic about
organizational capabilities and tools
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Q uestions?
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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 LiebAnalyst | Author | Advisor@[email protected]
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