Content Marketing Metrics: What Matters?
As marketers, our goals are to generate buzz, generate interest, and ultimately, generate sales. Each goal has value depending on the stage of interaction with your prospect. If prospects are doing initial research and your marketing keeps showing up, you’re doing a great job of getting your brand out there. If they spend time reading one of your thought leadership pieces, you’re doing a great job captivating your audience. If a prospect becomes a customer after engaging with one of your marketing campaigns, you’ve done a great job. Period.
At Percussion, we track the impact of our marketing programs across three buckets: Awareness, Engagement & Business Value. This approach allows us to measure programs/content along the buyer’s journey.
As I pull onto 93 South to head back to Boston at the end of my work day, I’m greeted by a large electronic billboard. Recently, it was displaying the following Wistia ad:
Clever cat video reference. Check. Yet no call to action. No website listed. If I didn’t already know Wistia (we use them for our video hosting), I’d probably Google the name and find out more. But how could they possibly track this awareness? A spike in brand related search traffic? Geo-tracking? Regardless, the intent is clearly awareness. As it catches my eye every night, they are clearly nailing that goal.
At the end of last year, we produced a Benchmark report on Content Marketing.
Throughout the piece, we included “Tweet This” calls to action. Whenever we see one of these 140 Character Nuggets float across the Twittersphere, we know that someone reading the doc found something compelling enough to share.
The purpose of the document is thought leadership, so if a reader engages on this level, we pat ourselves on the back. We placed relevant content where a prospect was looking—a clear signal of success.
On our website, we have a resources section for building a compelling business case for web content management (WCM). This includes sample RFPs, Buyer’s Guides and even a white paper on how to best assemble the right WCM selection committee.
We have developed these pieces to help our prospects. But we also know that visitors engaging with this content are sending a strong signal that they’re considering a website redesign or a change to their CMS. We put more weight on this collateral as it should produce strong sales qualified leads and influence opportunities and deals.
While the categories you choose may be a little different, the most important thing when it comes to measuring marketing impact is that you understand the goals before you set metrics.
Determine intended impact; set relative goals; measure accordingly; rinse & repeat.
David started his career editing and marketing college textbooks. With shouts of “Publishing is Dead”, he transitioned to online marketing, which he’s been doing for over 15 years. Working closely with executives, sales, and product management, David develops marketing strategies that drive leads, build brands, and exceed KPIs. When not crushing Marketing goals or buying the latest tech gadgets, you can find David pouring beers at America’s Most Beloved Ballpark and the “Cathedral of Boston”—Fenway Park.