By Alan Coleman on 11 Sep 2013
I attended another great session at #CMWorld entitled "Building your content marketing measurement program from the ground up" by Jon Wuebben.
He opened with the following line: Measurement in digital terms is the quantitative and qualitative assessment of how a strategic or tactical element has performed. Traditionally, digital marketers have been dissed for their lack of number lovin’. I really think our grá for the oul figures is something that sets us apart from lots of agencies. I was super excited about attending a session at Content Marketing World which was specifically tailored to measurement. It made me realise that our custom-formulated content marketing measurement scorecard is pretty darn good. Here are a few insights from the session. Note that there were some AWESOME stuff in this presentation and I will write posts on some really great tools you can use to measure content marketing efforts. Here are a couple of snippets from the talk.
Content Marketing Measurement Challenges
Yes, we know measuring things is difficult. Here is why...
- Different channels – how do the channels fit into the overall marketing mix
- Different metrics – impressions is an easy one but there are many that are new and more complex
- Volume of data sorting through the vast amount of data is job #1
- Measurement frequency – how often should it be captured and analysed?
- Lacking measurement fundamentals – it’s not taught in schools and many of us have an aversion to numbers
8 important KPIs for measuring content marketing
Our content marketing clients will recognise similar KPIs from their reports...
Reach
Unique visits -Geography – where is your content being consumed -Mobile readership
Engagement
Bounce rates/time spent - Heat maps and click patterns (Crazy Egg) - Page views
Sentiment
Comments - Social sharing
As I said, there were lots of epic things included in Jon's talk. I'm going to get some great "Useful Tool" posts from his content....once I've given them a go myself Siobhan
