How to show impact with your content marketing:

How to show impact with your
content marketing:
Showing Impact
Daniel Hochuli
APAC Content Marketing Manager,
LinkedIn

O N E .
T W O
.
T H R E E
.
F O U R .
Why Showing
Impact is
essential
Content
Optimisatio
n Metrics
Subscriber
Audience
Metrics
Customer
Acquisition
Metrics
A G E N D A
F I V E .
Showing
Impact as a
business
case

Why Showing Impact is
essential
ONE

W H Y W E M U S T S H O W
I M P A C T
Showing impact proves the contribution your
content efforts has on the sales pipeline and
business revenue

How would you rate the effectiveness of your
content ROI?

W H Y W E M U S T S H O W
I M P A C T
We know it’s important, but we suck at it!

Three Key Metric Pillars of Showing Impact
CONTENT
OPTIMISATIO
N
Likes
Shares
Comments
Followers
Impressions (Reach)
CUSTOMER
ACQUISITION
Click Through Rate (CTR)
Cost per Acquisition (CPA)
Marketing Qualified Leads
(MQLs)
Transactions
Customer Lifetime Value (CLTV)
SUBSCRIBER
AUDIENCE
Subscribers
Cadence
Marketing Goals
Revenue from content assets
and content customers

The Customer Journey
LinkedIn Analytics / CRM
Tool
Like
Click /
CTR
MQL SQL
Impression /
CPM
Share /
Earned Reach
Comments /
Sentiment /
Engagement
Traffic
On-page
Engagemen
t
Sale /
Transaction
Subscriber
Loyalty
Engagemen
t
CUSTOMER
ACQUISITION
METRICS
SUBSCRIBER
AUDIENCE
METRICS
CONTENT
OPTIMIZATIO
N
METRICS

Content Optimisation
Metrics
TW
O

CONTENT
OPTIMISATIO
N
Likes
Shares
Comments
Followers
Impressions (Reach)
CUSTOMER
ACQUISITION
Cost per Acquisition (CPA)
(MQLs)
Transactions
Customer Lifetime Value (CTV)
SUBSCRIBER
AUDIENCE
Subscribers
Cadence
Marketing Goals

“I love shares as a metric—some people call it a
vanity metric, but hey, I’m vain. I think shares
are a great indicator someone not only likes your
content, but is willing to put their name alongside
it and share it.”
D o u g K e s s l e r ,
C o - F o u n d e r @ V e l o c i t y P a r t n e r s
F a v o r i t e M e t r i c

We often use vanity metrics incorrectly.

Use these metrics as bellwethers to optimize
your future content, not to measure ROI.
We should be calling them ‘Content
Optimization Metrics’

Data Insights Action DeliveryHypothesis
Version A: Image featuring device Version B: Image featuring person
160% Higher CTR
289% Higher Conversion Ratio
Which headline resonates with the audiences on LinkedIn?

Version A: “Guide” Version B: “ebook”
90% Higher CTR
Which word resonates with the audiences on LinkedIn?

Below Average
CTR
Impressions
Reach Hypothesis: We are not reaching the right audience
Impression Frequency
Hypothesis: Our target audience has not been adequately
nurtured
Hypothesis: We are reaching the wrong audience too
frequently
Clicks
Engaged Members
Hypothesis: Our content isn’t valuable
Hypothesis: Our updates are not well constructed
Clicks Per Engaged
Member
Hypothesis: We are not providing engaged members
with enough new content
Or use Optimisation metrics to illuminate problems in
your campaigns.

C r e a t e t h e t e s t i n g c u l t u r e
As you get better at optimizing and A/B testing your
content, you will build better messaging and attract a
better quality of audience.

Customer Acquisition
Metrics
THRE
E

CUSTOMER
ACQUISITION
Cost per Acquisition
(CPA)
(MQLs)
Transactions
Customer Lifetime Value
SUBSCRIBER
AUDIENCE
Subscribers
Retention rate / cadence
CONTENT
OPTIMISATIO
N
Likes
Shares
Comments
Followers
Impressions (Reach)

F a v o r i t e M e t r i c
“I really love knowing content MQLs—Marketing
Qualified Leads. I really love knowing what assets are
that final thing that pushes people over the edge—that
conversion.”
A m a n d a M a k s y m i w
C o n t e n t S t r a t e g i s t @ F u z e

W h e r e t o b e g i n
Define & Agree on Your Post-Click
Goals
Set up Goal
Tracking
Set up Goal Value
Step up Campaign
Tags
Test & Measure Attribution
Models
Before you
hit publish
After you
hit publish
Measure Acquisition
Define Customer Lifetime Value
Test and learn
around Lead Score
& True ROI
Setting up
parameters for ROI
Connecting to your automation/sales
system

Rethink ROI but mastering the funnel
Content
Content
Tip: A scalable content strategy is an essential part of lead generation and nurturing campaigns
Sample Data from a B2B Organization

C a l c u l a t i n g R O I
Ad Sourced Revenue / Ad Spend = ROI
$7,720 revenue / $2,436 spend = 317% ROI

S o h o w d o w e d o i t ?
Define & Agree on Your Post-Click
Goals
Set up Goal
Tracking
Set up Goal Value
Step up Campaign
Tags
Before you
hit publish
LinkedIn Conversion

L i n k e d I n C o n v e r s i o n T r a c k i n g f o r
A c q u i s i t i o n
What is it?
What does it
track?
A lightweight Javascript code that you place across your website. This
tag drops a cookie on visitors' web browsers when they visit your
website.
• Leads
• Sign-ups
• Add to cart
• Installs
• Content downloads
• Purchases
• Page views
LinkedIn Conversion Tracking also allows you to identify the seniority,
industry, job function, location and company size of the people who are
becoming leads.

L i n k e d I n C o n v e r s i o n T r a c k i n g
What is it?
With Conversion Tracking, you can:
1. Record every conversion on your website or landing page
2. Understand the ROI of your spend
3. Optimize your campaigns to drive even better performance

P o s t - C l i c k A c q u i s i t i o n
LinkedIn, less traffic, but more conversions

C a l c u l a t i n g R O I
Measuring ad-sourced revenue is hard because you
need to figure out the Customer Life Time Value
(CLTV).
Customer Lead
Scoring
Attribution

Ways to identify ‘Customer’ Lead Scoring
User actions
 Completes a transaction goal
(purchase product)
 Completes a transactional intent
goal (sign for free trial)
 Clicks on a product Call To Action
(CTA)
Additional Indicators
 Downloads from multiple
company members
 Attends product-related events
 Responds positively to
prospecting (InMail)
Come up with a weighting for each action. Marketo awards
Critical behaviors 10 to 15 points, Important behaviors 5 to 9,
and merely Influencing behavior 1 to 4 points.

Attribution
First -Touch
100% credit to the first action
a person took before making
a purchase.
Sponsored Content  InMail  Organic Search
 $$$
100% 100%
33% 33% 33%
Multi-Touch
Weighted across all the touch
points a person took before
making a purchase.
Last -Touch
100% credit to the last action
a person took before making
a purchase.
Algorithmic/AI
An algorithm weighs and
judges actions and paths.
17% 54% 29%

Which attribution model do you use to measure
channel ROI ?

First Touch
Last Touch
Multi Touch
Pros Cons
 The easiest to
calculate
 Shows what is the best
short term conversion
driver
 Shows conduit channels, not
convincer channels
 Shows what is the best
first touch driver useful for
attracting new audiences
 Many customer touch
points dilute its value
 Many customer touch points
dilute its value
 Difficult to determine true first touch
across multiple devices, limited cookie
tracking
 Most accurate attribution
across the funnel
 Generates the truest real
world channel value
 Can be extremely
complicated to set up
 Difficult to determine true value
across multiple devices, limited
cookie tracking

It is simpler to measure only that final touch, but is
inaccurate.
For improved visibility into the buying process, you
should work towards a multi-touch / algorithmic
attribution model.

Subscriber Audience
Metrics
FOUR

J o e P u l i z z i ,
C o n t e n t M a r k e t i n g I n s t i t u t e
“The number one job of the content we create is
not to sell a product, but to grow or maintain an
audience. Attracting subscribers is the most
important metric for most content.”
F a v o u r i t e M e t r i c

S U B S C R I B E R A U D I E N C E
M E T R I C S
Thinking about audience intent and how they
use that intent on LinkedIn, will make them
engage and follow you.

Top of
Funnel
Middle
Funnel
Bottom
Funnel
INFORMATIONAL
INTENT
TRANSACTION
INTENT
Content
7
Content
6
Content
5
Content
4
Content
3
Content
2
Content 1
I’m a
possible
SQL
I’m a
possible
MQL or
Subscriber

A U D I E N C E I N T E N T
Audiences often move horizontally as well as vertically
in a funnel.
Horizontal movement requires cadence and an always
on approach.
This keeps potential leads warm and subscribers loyal
to your brand until they are ready to transact.

Ways to identify ‘Subscriber’ Lead Scoring
User actions
 Completes a Subscription goal
(Newsletter)
 Likes/ Follows/Subscribes to Page
 Regular advocacy (shares,
comments)
Additional Indicators
 Returning visits (+4) in a set time
frame (1 month)
 Repeatedly views middle-of-the-
funnel articles
 Scroll tracking vs Time on Site
 MQL from a content asset
(download, registration)
‘Subscribers’ expect interaction and cadence so treat
your social media as always-on, conversation platforms.

B2B Content attracts Subscribers who are influencers/
members of the buying committee
CMO peer/competitor
in another
organization
An industry influencer
who recommends the
product
A team member who
needs the product
The CIO of his
organization
CMO Customer
His own
customers

Identifying Leads From Content
“Subscriber”
Influencer download
Committee
Downloads
Decision maker
download
“Subscriber” /
Customer
“Subscriber” /
Customer

What is the impact of the content subscriber audience?

Return on
Investment
Lead
Score
CUSTOMER
ACQUISITION
METRICS
CONTENT
AUDIENCE
METRICS
OPTIMISATION
ROI
Transaction on
existing product
Human Research
New Revenue opps from
content products
Subscriptions RetentionAttendancesDownloadsAttribution

The Customer Journey
LinkedIn Analytics / CRM
Tool
Like
Click /
CTR
Lead
MQL /
SQL
Impression /
CPM
Share /
Earned Reach
Comments /
Sentiment /
Engagement
Traffic
On-page
Engagemen
t
Sale /
Transaction
Subscriber
Loyalty
Engagemen
t
ACQUISITIO
N METRICS
AUDIENCE
METRICS
OPTIMIZATIO
N
METRICS
Content
Revenue

Rand Fishkin’s Story
“It’s been my experience that folks who have to tie content directly to acquisitions, especially short-term,
are fighting a losing, nearly-impossible battle when talking content.
Whiteboard Friday itself, to get a little meta, was a multi-year content investment that took time from
multiple team members, creativity, investments in hardware, a dedicated room at our offices, lighting
setups, editing time, and much more. It didn't prove its worth in terms of ROI for literally years, but today,
I'd say that in the 8 years of WB Friday, we've turned it into one of the highest ROI marketing
activities at Moz period.”

0
500
1000
1500
2000
2500
3000
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9
Traffic / Conversions
Traffic
The Long Term Merit of
Content
PAID AMPLIFICATION
(Sponsored Content)
ORGANIC PERFORMANCE
(SEO, 2nd Network Social Shares, Email, Dark Social, ‘Viral’)
As a customer, I’m still discovering and converting
from your content months later.
Report on performance in Month 1, Month 4 and
Month 8 to see the long term performance of your
content and the organic acquisitions it’s generating.
Also, consider re-amplifying those pieces that are
doing well.
Use the Optimisation
metrics to assess the
success of the
amplification spend.
Revisit the content to
measure any completed
Audience and Acquisition
goals in the 3 months post-
amplification.
Revisit the content to
measure any completed
Audience and Acquisition
goals 6 months on.

3 Points to keep in mind with content reporting
1. Content is always on, unlike advertising.
2. Your audience compounds. The audience stays if you have
cadence and elements like organic social sharing help the
content be found, long after you’ve promoted it.
3. ROI does not stop after 30days. Revisit content every four
months to gauge the on-going long term revenue impact.

The Difference Between Data & Insight
An insight prescribes specific
actions
An insight answers the question “so
what?”
and motivates action
Data doesn’t answer the
question “so what?”
An insight speaks directly to
whatever the audience cares about
Data doesn’t care who the
audience isData
Insights
Actions So What Audience
Data doesn’t prescribe any specific
actions

4 Key Rules of Reporting Insight
1. KISS (Keep It Simple, Stupid)
2. Know your audience and adapt your reporting
3. What is the “So What?”

Valuation that you
are trending right
Request
feedback from
the date
INFORM ENQUIRE
To confirm at
hypotheses or
pathways
The opportunity
the data presents
DECIDE
INSPIRE
SO
WHAT?

Optimization
metrics, not
‘vanity’
metrics
Many audiences
move horizontally
in the funnel,
retarget both
vertically and
horizontally.
Develop a multi-
channel attribution
model that works
for you
Ensure you set
up both
Customer
Acquisition and
Content
Audience goals
Give
Executives
Insights, not
data
Optimization
metrics can be
use to test and
answer
hypothesesRevisit old
content every
4 months
Consider the
potential of a
content product
and new revenue
streams
Key Takeaways
Use LinkedIn
Conversion
Tracking
KISS
Keep It Simple
Stupid

Metric Objectives KPIs LinkedIn Product
Content
Optimization
Grow Brand Awareness
Establish a lasting position in the marketing
place by building an engaged audience for the
brand
 Share of voice
 Impressions
 Views on posts
 Shares
 Secondary network shares
(earned media)
 Total social actions
 Total attention time
 Positive sentiment
comments
 Traffic / Pageviews
 Showcase Pages
 Company Pages
 Slideshare
 Sponsored Content
 Sponsored InMail
 Text Ads
 Retargeting
Thought Leadership
Build a repudiation as a trusted leader with
industry expertise that serves as a differentiating
factor
 Influencer mentions/shares
 Share of voice
 Total attention time
 Avg. time on page
 Engagement rate
 Showcase Pages
 Company Pages
 Slideshare
 Publishing
Brand Sentiment
Improve the opinion of the brand among the
target audience over time.
 Sentiment scoring by
channel. Influencer, time
period.
 Comments
 Impressions
 Showcase Pages
 Company Pages
 Slideshare
 Publishing

Metric Objectives KPIs LinkedIn Products
Customer
Acquisition
Lead Generation
Create content that drives high-quality leads.
 Lead conversions
 Avg. lead score
 Marketing-qualified leads
(MQLs)
 Sales-qualified leads
(SQLs)
 Cost per customer
 Time to conversion
 Click through rate (CTR) for
nurture emails
 Showcase Pages
 Company Pages
 Slideshare
 Text Ads
 Conversion Tracking
Customer conversion
Generating immediate customers from content
and marketing material
 Transactions attributed to
content
 Customer Acquisition Cost
(CAC)
 Text Ads
 Conversion Tracking
 Retargeting
Customer retention
Maintaining cadence and loyalty content to
generate repeat clientele
 Returning visitor rate by
SQLs
 Time to conversion
 Cost per customer
 Customer Acquisition Cost
(CAC)
 Lifetime Customer Value
(LCV)
 Upsell / Onsell
 Showcase Pages
 Company Pages
 Publishing
 Retargeting

Metric Objectives KPIs LinkedIn Products
Audience Subscription
Generating a loyal audience base to be used to
research and survey.
Event Registrations
Generating attendees to events, both paid and
free events.
Whitepaper Download
Generating a database of content subscribers
and brands with potential conversion intent.
Marketing-qualified leads
(MQLs)
Subscriptions
Return visitor rate
Email subscription rate
Social following growth
Avg. pieces of content read by
subscriber
Retargeting audience retention
rate
Downloads of content assets
Dwell time
Sign ups to events
Page depth
Content consuming behaviours
Followers
Showcase Pages
Company Pages
Publishing
Sponsored Content
Sponsored InMail
Conversion Tracking
Retargeting

Ways to Make Money With Content Marketing
1. Improve leads and transactions on
existing products
(Acquisition ROI)
2. Charge tickets to events /
webinars for your target
audience
$399 - $1,899 USD pp

3. Sell Display on your content
hub / Pre-roll YouTube
advertising
4. Create new products your
audience demands
$5 Billion +

5. Monetize the subscription (Premium
content / print version / book)
6. Diversify your businesses
$35 USD

You’ll Need
Understanding your
audience’s behaviours
and the customer journey
Knowledge
Analytics tools
customized for your
business goals
Tools
A culture of testing and
experimentation and
comprehension of the
brand’s strategic direction
Culture
A strategic vision and
agreement from all
stakeholders on the
metrics and goals
valuable to the marketing
efforts.
Goals

LinkedIn Content Tactical Plan
Source: LinkedIn Indian Marketer’s Guide to Content Marketing

Structuring an Insight slide
HEADLINE
In one sentence summarize the key insight story you want to tell
SO WHAT?
Use cave man speak to elaborate the insight task (Inspire, Inquire, Decide, Inform)
VISUAL
Use a data graph to visualize the story you are telling

LinkedIn traffic converts three times better than Facebook
68% of all revenue from social media came in via LinkedIn’s suite of content channels.
Action: Audience reacts positively to Slideshare presentations. Recommend move budgets from
Twitter and double down on LinkedIn Sponsored Content.
0 5000 10000 15000 20000 25000 30000
Facebook
LinkedIn
Twitter
Social Media Revenue
Revenue
Example

Customers
WHO WANTS TO LEARN, BE EDUCATED &
ENTERTAINED?
Content
Subscribers
Media
Industry /
Competitors
Influencers
Prospective
Talent

Customers
WHO WANTS TO BUY MY PRODUCTS?
Content
Subscribers
Media
Industry /
Competitors
Influencers
Prospective
Talent

Answering the immediate questions on what
Executives care about
What is our market size?
Subscriber numbers + MQLs + SQLs compared to Channel membership
How do we achieve a lower Cost of Customer Acquisition (CAC)?
Audience growth / Acquisition $ influence attribution
What is our Customer Lifetime Value Audience retention + Acquisit
<Customer Revenue & Growth rates>
<Comparison of customer cohorts>
NEEDS WORK

Lead Scoring
Lead scoring takes that a step further – it’s the framework for
how to focus on those people and companies.
Marketing and sales need to be in lockstep when it comes
to:
What makes a great prospect (“great” meaning, “ready to
be nurtured to the next step”)
What makes a great customer (“great” meaning, “no
chance of churning, lots of lifetime value, probably a good
bet for upgrades/upsells over time”)
When a marketing-qualified lead (MQL) becomes a sales-
qualified lead (SQL) and passes to sales

M e a s u r i n g A t t r i b u t i o n
LinkedIn converts across all, but is 20% better as
first click than last click

M e a s u r i n g A t t r i b u t i o n

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