Beyond Clicks and Views: Measuring Content Performance
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Check out this slide deck to learn why content is important and how you can take your content to the next level with the right analytics.
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Beyond Clicks and Views: Measuring Content Performance
- 1. Beyond Clicks and Views Measuring Content Performance David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
- 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 • Why content analytics matters • Challenges faced with content analytics • Measuring performance and taking action Overview
- 3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 • Build awareness • Create preference • Reach the right buyers • Support buying decisions • Advance prospects in the sales cycle Content Marketing
- 4. 70%of a customer’s journey today is self directed 60%of marketers will increase content marketing budget Why Content 82%of prospects value content targeted to their industry 67%find content targeted to their job function valuable 3xbetter return on investment than paid search
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 Metrics • Website Traffic • Impressions, Views, Clicks • Lead Generation • Direct, Assisted, MQL, SQL • Revenue • Sales, Order value, Upsell • Benchmark Lift • Brand/Product awareness
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 Measuring Content
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 Gated Content 100 Views 18 Downloads 18% Direct Lead Conversion
- 8. The Content Performance Challenge “Only 21% marketers say they are successful at tracking ROI” (Content Marketing Institute)
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 Challenges • Unified view • Gated and non-gated content • Direct and assisted attribution
- 10. How to measure
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 Non-Gated Content • Blog Posts • Videos • Data Sheets • Articles • News / PR
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 Non-Gated Content 100 Views ? Conversions
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 Direct vs Assisted • Direct • Visitors who viewed content and in the same visit left their details (completed a form) • Assisted • Visitors who viewed content and in a future visit left their details
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 Marketo RTP
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 Marketo RTP
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 Understand your Content ROI Review your content • Performance • Most Popular • Trending • Lead Generating
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 Leverage in other Channels Ads Web Email Mobile Select top performing content to leverage across channels
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 Prioritize Content Plans Focus efforts on content subjects & formats that are proven to be effective • Content Formats • Tactics • Campaigns
- 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 • Machine learning and predictive analytics • Identifies similar web visitors • Discovers content connections • Recommends most relevant content Predictive Content Recommendations
- 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 Marketo using Recommended Content 1 2 3
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 • Auto-discovers your content • Analyzes & tracks behavior of discovered content DISCOVER LEARN RECOMMEND
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 • Records actual content consumption • Analyzes performance for different audiences • Learns what works best for who DISCOVER LEARN RECOMMEND Machine Learning
- 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 DISCOVER LEARN RECOMMEND Automatic Content Discovery
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 • Identifies similar web visitors • Discovers content connections • Recommends most relevant content DISCOVER LEARN RECOMMEND
- 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 Content Recommendation Results 315%Increase in site engagements (pages per visit, time on site) for targeted visitors 201%Increase in content specific lead conversion 3xMore views on recommended content compared to generic views 18%Increase in content consumption
- 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 12/17/2015 Key Takeaways 1. Analyze Content Performance 2. Leverage in other channels 3. Prioritize Content Plan 4. Use Automatic Predictive Content Recommendations
- 28. Thank you Beyond Clicks and Views: Measuring Content Performance For more info: www.marketo.com/personalization
Notes de l'éditeur
- “Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action.”
- Impressions Views Clicks CTR Goals Conversions MQL SQL Direct Lead Assisted Lead Downloads Value Revenue
- + Gated Content Define it Must be right gated content, and offer you cant refuse Based on Vertical, Company Size, Stage in Cycle + Behavior