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The MarTech Digest
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Marteq's insight:
In answer to this question, I should create an infographic that simply reads "It depends on your KPIs" 
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Advanced/ Introduction... Lead generation and customer acquisition are also important goals for content marketing programs; in fact, they are second and third on the priority list, according to CMI’s 2014 B2B Content Marketing Trends report. This tie-in is particularly critical when aligning marketing to the broader sales initiative.
In this article, I plan to dive into techniques for measuring the marketing effectiveness of the content we create for these critical goals, and discuss a model for establishing lead generation and customer acquisition performance metrics that my company uses in the campaigns we run. Hopefully you will find these ideas and tactics to be helpful in your organization’s evaluation of B2B content marketing campaigns, as well.
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Marteq's insight:
A tremendous guide on how to implement content tracking so that you can measure conversions. There is just too much information here to summarize it, so if you need to get this done, or you're interested in an alternative, this is perfect.
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![Connecting Content to ROI Is Critical in 2014, Say 78% of Search Marketers [Survey] - Search Engine Watch | #TheMarketingTechAlert | The MarTech Digest | Scoop.it](https://img.scoop.it/TmTfGqjF_PDKCSp2IcPMifL6dadsvGA8m9WNoVsbzkY=)
"How do we measure our content?" "Where do we get our data?" "How do we further our marketing careers?" The 2014 Search Marketer Survey by BrightEdge, released this week, aimed to uncover the sentiment around some of the burning questions of 2014. ____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Marteq's insight:
The second chart is very surprising. It's a great question to ask, and the responses are very revealing.
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Benchmarks and tips to help your content marketing measurement strategy. Intermediate/ Digest... Here are 4 of the report’s core findings about content marketing metrics:
1. Generating the right metrics is #2 challenge – 30% of respondents selected “understanding what is useful & interesting” or “linking content consumption to sales process” as their biggest content marketing challenge.
2. Different metrics work for different content – Only 37% are recording the time the audience spends actually reading their content, which may be for blog posts rather than other types of content assets such as white papers.
3. The value of contemporary metrics – Content marketing effectiveness is currently measured (66%) based on the volume of leads generated from gated content assets (effectiveness is tied to quantitative metrics like specific CTAs and conversion rates). But, given that only 37% measure time, Modern Marketers are likely stuck between intent (i.e. Bob Smith downloaded our white paper presumably with the intent to read it) and actual behaviour (i.e. did Bob Smith actually read the white paper? How much and what part of it?).
4. Measurement is a work in progress – It’s not just about more metrics, but better metrics. As mentioned earlier, it’s no surprise why only 12% of Modern Marketers think they are sophisticated in their content alignment.
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Marteq's insight:
And click through for Eloqua's recommended best practices. Nothing really surprising here, but a reminder of what is important.
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Marteq's insight:
And easily measurable as well. Makes sense to build into the KPIs.
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Expert/ Digest... Whether we deal directly with search engines or not, content marketers have never really been as interested in keywords as the SEO industry — which is why now is our time to shine. Finally we’re in agreement that how we’re finding content is less important than what we’re actually finding.
A content audit is intended to identify “low hanging fruit,” so auditing a sample of pages is the most efficient way to do this. If you’ve undertaken any kind of keyword research, you’ll already have identified the pages that will provide you with the biggest opportunities.
1. Check which pages rank best for your target keywords We’re looking to influence ranking pages, so the first step is to find out which pages are ranking most strongly for your chosen keyword set. We employ our own purpose-built rank checking software, but the Rank Tracker tool on Moz.com can do this for you, as well. It also provides a useful look at whether the ranking for your page has changed recently.
2. Choose your KPIs In 2014, the search engines are rewarding sites that create rewarding experiences for users (rather than those that just pander to their algorithms), so incorporating engagement metrics such as page views, bounce rates, and exit percentages can provide a good indication of how useful the page actually is. For example, pages that rank well but have a huge bounce rate aren’t likely to rank well for long, so now is the time to do something about it.
3. Dig into the data The best way to work out what a user would do on a page is to have a look yourself. Google softened its Panda algorithm because only a real person can decide how useful a piece of content is — bounce rates and exit percentages might tell you that your content isn’t as useful as it could be, but to find out how to improve it you’ll have to read it.
4. Prioritize your actions A comprehensive catalog of your pages — and recommended actions to take with them — is the aim of the exercise, but this can be a daunting task. Here’s where the “content types” field can come in handy. Look for patterns — it may be that you find the descriptions on your e-commerce product pages are duplicated, for example — and make changes to sections of your site based on how damaging they’re likely to be on your rankings and conversion rates. This could be an extensive task, like rewriting all your product descriptions, or it could be relatively minor edits like changing headlines.
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Marteq's insight:
This all hinges on the KPIs, and I encourage you to search The Marketing Technology Alert for additional information on KPIs. If you want to learn more, go here, click on Filter, and search the tag KPIs.
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Basic/ Summarized... 1. Unique page visits 2. Downloads 3. Time on page 4. Inbound links 5. Shares 6. Comments and interactions 7. Cost Per Click (CPC) 8. Cost Per Lead (CPL) 9. Lead generation 10. Annual Contract Value (ACV) 11. Influence 12. Conversion rates 13. Followers and/or subscribers
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Marteq's insight:
Add this to the list of Content KPIs.
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![[TABLE] KPIs for measuring content marketing ROI - Smart Insights | #TheMarketingTechAlert | The MarTech Digest | Scoop.it](https://img.scoop.it/rqedM89J_CEP5vBoY5S_CPL6dadsvGA8m9WNoVsbzkY=)
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Marteq's insight:
As good of a table that I've seen covering this topic. Although self-explanatory, you'll want to click through for details.
La communication test's curator insight,
February 3, 2014 2:51 AM
Un très bon récapitulatif opérationnel pour évaluer l'éfficacité des actions de communication |
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