How to Measure the Impact of Content Marketing Webinar

1. MEASURING THE IMPACT OF
CONTENT MARKETING
CHRISTOPHER S. PENN
January 22, 2014

2. ABOUT SHIFT

3. AGENCY OVERVIEW
BOSTON
100
PROFESSIONALS
NEW YORK
SAN FRANCISCO
ESOP TECH &
EMPLOYEE STOCK
OWNERSHIP PLAN
CONSUMER
SHIFT is among the top 5
firms that “will feature
heavily in a future where
PR is at the hub of a new
era of brand
communications that
transcends marketing.”
VOTED
3
2013
SMALL AGENCY
OF THE YEAR
2012
DIGITAL/SOCIAL
AGENCY OF THE YEAR
“SAVVIEST
SOCIAL PR AGENCY”
BY 500+ B2C AND
B2B MARKETERS

4. HOUSEKEEPING
4
#AMAAquent
Slides & Tweets:
www.shiftcomm.com/a
maaquent
Plus high quality audio recording in a few days

5. HOUSEKEEPING
TweetBoard
5
www.shiftcomm.com/amaaq
uent
Spend less time trying to
tweet, more time enjoying!

6. CONTENT
MARKETING

7. WHAT IS CONTENT MARKETING?
7

8. WHAT IS CONTENT MARKETING?
8
Content Marketing is owning, as opposed to
renting media. It’s a marketing process to
attract and retain customers by consistently
creating and curating content in order to
change or enhance a consumer behavior. –
Content Marketing Institute

9. The point of content marketing is to
help your content reach your audience.
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10. 3 CORE OUTCOMES
10

11. 3 CORE OUTCOMES
11

12. 3 CORE OUTCOMES
12

13. THE OLD DAYS
13

14. WE ARE DROWNING IN CONTENT
14

15. MARK SCHAEFER’S CONTENT SHOCK
15

16. THE CONTENT SQUEEZE
16

17. Content supply is increasing; hours in a
day are not. Mediocre content will be
buried alive.
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18. LET’S TALK ABOUT MAKING GREAT CONTENT
18

19. THE PENALTIES FOR BAD CONTENT
19
“So stick a fork in it: guest
blogging is done; it’s just
gotten too spammy.”

20. THE PENALTIES FOR BAD CONTENT
20

21. Obscurity is your greatest enemy, and
bad content is a top culprit.
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22. CONTENT
MARKETING
STRATEGY

23. THE EARNED MEDIA HUB
23

24. RESEARCH
24

25. CREATIVE
25

26. Focus your content marketing budget
on research and creative if you have
the choice.
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27. MESSAGING
27

28. Your core values tell you what kinds of
content you may not create.
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29. CONTENT
29

30. Automated content creation tools are
inherently bad because they’re not
unique. Do your own work!
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31. CONTENT
31
L
L
L

32. CONTENT
32
LAUGH
L
L

33. CONTENT
33
LAUGH
LEARN
L

34. CONTENT
34
LAUGH
LEARN
LOVE

35. If your content doesn’t make you
laugh, learn something, or love it, it’s
bad content.
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36. THIS IS WHERE MOST CONTENT
MARKETING STOPS.

37. OWNED
37

38. PAID
38

39. EARNED
39

40. The moment any piece of content is
shared, it becomes earned media and
instantly more credible.
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41. CONTENT
MARKETING
IMPACT

42. 3 CORE OUTCOMES
42

43. REFLEX
43

44. SEARCH
44
• Organic search traffic
• Branded keyword
appearances (where
possible)
• SERPs

45. SOCIAL
45
• Followers/Fans/Likes
(they still matter)
• Engagement
• Votes
• Shares

46. EARNED
46
• Coverage
• Reputation
• Reach

47. OWNED
47
• Traffic to owned properties
• Engagement

48. PAID
48
• Ad performance
• Ad sharing

49. MARKETING
• List growth
• List quality
49

50. SALES
• Sales opportunities
• Closed won deals
• The “Jerry Maguire”
50

51. REFLEX
51

52. No one metric will tell you how your
content is doing, just as no one
number tells you how healthy you are.
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53. CASE STUDY:
TWITTER IPO

54. RESEARCH
54

55. CREATIVE
55

56. Doing what everyone else has done
will not get you what everyone else has
gotten. Do something new.
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57. CREATIVE
57

58. MESSAGING
58

59. CONTENT
59

60. OWNED
60

61. OWNED
61

62. EARNED
62

63. EARNED
63

64. PAID
64

65. PAID
65

66. PAID
66

67. CONTENT
MARKETING
IMPACT

68. SEARCH
68

69. SOCIAL
69

70. EARNED
70

71. OWNED
71

72. PAID
72

73. MARKETING
73

74. SALES
74

75. WEIGHTING AND ATTRIBUTION
75

76. SO WHAT?

77. SEARCH
77
• Content marketing not
targeted enough
• Not enough
outreach/placement (hey,
hire a PR firm!)
• Not using best practices

78. SOCIAL
78
• Audience too small, content
not getting enough reach,
build more audience
• Maybe pay to grow audience
• Content a mismatch to
audience?

79. EARNED
79
• No one covering you? A PR
firm can help your content
stand out, wink wink nudge
nudge
• No one sharing = content not
compelling enough

80. OWNED
80
• Not seeing traffic increases?
Maybe too much lives off-site
• Other content on site
attracting searches but noncompelling
• Insufficient quality and
quantity of calls to action

81. PAID
81
• Not getting ad
performance? Try linking
up your content to your
ads
• Use content marketing to
remarket ad audiences
and boost ROI

82. MARKETING
• List not growing? Your content
marketing may be to blame
• Test incorporating less or more
curation to diagnose marketing
engagement
82

83. SALES
• Sales not closing? Maybe
content is too rich,
cannibalizing sales
• Maybe content doesn’t
support the sales narrative
83

84. REFLEX
84
FIX THE MOST BROKEN THINGS

85. REFLEX
85
There is, of course, much more to this model than what we’ve shared
here, but that’s secret sauce territory, and we’re happy to work with you.

86. TOP 3
TAKEAWAYS

87. No content is better than bad content.
Do it well, or not at all.
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88. The point of content marketing metrics
is to tell you what to fix next.
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89. Stop chasing easy and start chasing
great. It’s the only sustainable long
term content strategy.
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90. SEE ALL THIS LIVE EVERY DAY
90
Web: www.shiftcomm.com
Twitter: shiftcomm.com/t
Facebook: shiftcomm.com/f
LinkedIn: shiftcomm.com/l
Google+: shiftcomm.com/g
Pinterest: shiftcomm.com/p
Instagram: shiftcomm.com/i

91. HOUSEKEEPING
91
Slides & Tweets:
www.shiftcomm.com/
AMAAquent
Plus high quality audio recording in a few days

92. THANK YOU!
QUESTIONS?