the best practices in measuring content marketing - survey results
DESCRIPTION
Martin van der Roest, Cadence9 - Speaking at the 2014 Content Marketing Retreat, Langley, WA "Findings of the Measuring Content Marketing Survey - The Best Practices in Measuring Content Marketing - Survey Results" Martin will present the findings of the “Best Practices In Measuring Content Marketing Results” survey. The focus of the presentation will be how big brands and small businesses are succeeding and failing in measuring content marketing results and ROI.TRANSCRIPT
Best Prac*ces in Measuring Content Marke*ng Results
The Top 10 Ac*vi*es You Need Today to Measure Content Effec*vely
FusionSpark Media, Inc. and Cadence9
Produced for the 4th Annual Content Marke*ng Retreat in Langley, WA, May 8 & 9, based on a survey conducted in 2014.
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Best Practicesin MeasuringContent MarketingResults
CONTENT
MARKETING
RETREAT 2014
Langley Center For New Media, May 8 & 9, 2014, Langley, WA
Best Practices in Measuring Content Marketing Results
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The Top 10 Activities You Need Today to Measure Content Effectively
Produced for the 4th Annual Content Marketing Retreat in Langley, WA, May 8 & 9, based on a
survey conducted in 2014.
Best Practices in Measuring Content Marketing Results
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Best Practices in Measuring Content Marketing Results
measuring
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Best Practices in Measuring Content Marketing Results
cm lifecycle
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Goals
Planning
Calendar
Produce Publish
Engage
Measure
Content Marketing Lifecycle
Best Practices in Measuring Content Marketing Results
The Survey 30 questions about 100 respondents augmented with Content Marketing Index insights
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Best Practices in Measuring Content Marketing Results
Findings Correlate “poor” vs “good” to “excellent” survey results with actionable practices
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Best Practices in Measuring Content Marketing Results
Start with Goals 90% of those that rated their content marketing activities as “poor” do not have documented goals. 60% who rated their efforts as “good” or “excellent” have documented goals.
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64% Drive Revenue 37% Brand Awareness 24% Customer Education
#1
Best Practices in Measuring Content Marketing Results
You Need a Written Content Strategy The majority of respondents (86%) who believe they’re “good” to “excellent” at measuring content marketing have a written content strategy. In comparison, 100% of the respondents claiming that they’re “poor” at measurement lacked a written content strategy.
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#2
Best Practices in Measuring Content Marketing Results
Know Your Audience The majority of respondents who are “poor” at measuring results aren’t tailoring content to specific target audiences. 100% of the respondents that are “good” to “excellent” at measuring results report they tailor content to target audiences.
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#3
Best Practices in Measuring Content Marketing Results
Editorial Calendar The majority of respondents who are “poor” at measuring results aren’t using an editorial calendar, while 85% of the respondents who are “good” to “excellent” at measuring content marketing results use an editorial calendar.
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#4
Best Practices in Measuring Content Marketing Results
Frequency Counts Marketers who say they’re good to excellent at measuring content marketing results are publishing daily content, while those who say they’re poor at measurement are publishing content weekly or longer.
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#5
Best Practices in Measuring Content Marketing Results
Media Variation Perception of “what moves the needle” varies. While the “good” to “excellent” crowd indicated that blogs and videos generate the best KPIs. Those who say they’re poor at measurement tend to rely more on eNewsletters.
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#6
Best Practices in Measuring Content Marketing Results
Content Publishing Platform
Do more with less. Majority of those rating themselves “good” to “excellent” use a content publishing platforms. The majority of those who report they’re “poor” at it don’t use such a platform.
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#7
Best Practices in Measuring Content Marketing Results
Use More Channels The “good” to “excellent” crowd reports using between 5 to 15 channels, versus those who claim they’re “poor” at it, with less than 5 channels used.
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#8
Best Practices in Measuring Content Marketing Results
Regular Metrics You can’t fix what you don’t know is broken. Interestingly enough the majority (85%) that rated themselves as “poor” on metrics … also performed poorly elsewhere.
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#9
Best Practices in Measuring Content Marketing Results
Corrective Action 100% of those that rated their metric process as poor have no process for corrective action. And 100% of the “excellent” performers have a process for corrective action.
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#10
Best Practices in Measuring Content Marketing Results
ROI Only those that rated themselves as an “excellent” performers knew the cost of conversion from lead to a sale … and that was about 10% of the respondents.
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#Bonus
Best Practices in Measuring Content Marketing Results
bring it home
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Goals
Planning
Calendar
Produce Publish
Engage
Measure
Best Practices in Measuring Content Marketing Results
Optimize the lifecycle processes and …
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optimize the results.
Best Practices in Measuring Content Marketing Results
Thank you Martin van der Roest [email protected] 1.714.834.1200
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