Measuring Content’s Contribution And Effectiveness

PRESENTED BY!

#C2C14!

Measuring Content’s Contribution & Effectiveness!

Jim Lenskold, Lenskold Group!

© 2014 Lenskold Group, Inc. All rights reserved. #C2C14!

Global Leadership in Marketing ROI

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Expert Resource to: Forrester, CMO Council, ARF, MASB, Conference Board and Corporate Executive Board

Marketing ROI

Measurements

ROI Tools

Metrics

Dashboards

Workshops


Content Marketing Measurement Framework


Inbound & Content Marketing

Products & Services Paid Search SEO QR Codes

E-mail Online Ads Social Media

White Papers Blogs Newsletters e-Books

Video Research Webinars Podcasts

Infographics

Inbound Mktg

CO

NTE

NT

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Inbound Mktg

Demand Mktg

Nurture Mktg

Brand Mktg

Influence on Buyer Decisions

Path to Purchase Influence

Attract

Engage

Educate

Differentiate

Sales Intelligence

User Experience Sales Channel

CO

NTE

NT

Sales Revenue

Profit

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Contribution Measurement Challenges

§  Still measured as lead gen

§  All content measured on same outcomes

§  Single attribution measures miss critical multi-contact benefits

§  Measures are more tactical than strategic

§  Challenging to measure and optimize tactics, messaging, order & frequency

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Smarter Measurement


1. Measure the Right Outcomes

Content Marketing Lift §  Incremental Sales §  Conversion Rates §  Value per Sale §  Brand Perceptions §  Loyalty / Retention

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Profitable Sales

Unaware Prospects

BUYER STAGES

Aware / Interested

Engaged

Qualified Lead

Opportunity

Closed Sale

Relationship

Revenue

Engagement = More leads

Education = Better leads

Intelligence = Sales Effectiveness

Differentiation = Better brand

User Experience = Long Term Value


Outcome Measures

§  Engagement - 1st Source strength •  Re-engagement •  Lead and sales conversions

§  Engagement– Content influence •  Lead and sales conversions

§  Education – Content influence •  Sales conversion •  Average value per sale

§  Differentiation – Brand Lift •  Preference, likely to purchase, brand

ratings (trust, expertise, etc.)

§  Intelligence for Sales Team (buyer needs)

•  Change in lead to sale conversion % •  Pipeline velocity days lead to close)

§  User Experience – Loyalty lift •  Customer Retention •  Perception ratings (Satisfaction,

likely to recommend, etc.)

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2. Use Diverse Measurement Methodologies

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Tactical

Results Tracking Single / Shared lead attribution

Pre-Post Trend New Tactic Lift


8.5%

13.2%

2.1%

3.2%

.5%

2.4%

4.7%

3.2%

6.2%

Methodologies: Results Tracking & Pre/Post

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Content e-mail

Search Ad

Webinar

Leads

Web Visit

Videocast

Promo e-mail

1st Touch Drivers

Last Touch Drivers

Sales

White Paper

Buy now offer

Display Ad

Sales Contribu/on (Results Tracking)


Tactical




Results Tracking – Multi-Contact §  Win vs. Loss Analysis

•  Content combinations •  Content order •  Content frequency

Results Tracking – Segment Analysis §  Compare by strategic segments §  Identify content need by buyer type

Pre-Post Trend Measures §  Analyze leakage points & reasons §  Set funnel conversion objective §  Add/change strategy

•  Content message, order, timing •  Media support

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Tactical Strategic


Multi-Contact Results Analysis

Segment Results Analysis

Pre-Post Trend New Tactic Lift Impact on Funnel Conversion


Tactical




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Tactical Strategic


Multi-Contact Results Analysis

Segment Results Analysis

Pre-Post Trend New Tactic Lift Impact on Funnel Conversion

Market Testing Incremental Lift Multi-Outcome Impact

New Strategy Lift

Modeling Marketing Mix (drivers) Engagement Path Optimization

Predictive Linkage


Profitable Sales

Unaware Prospects

Control (BAU)

Test (New Mktg)

Incr’l

Sales 100 130 30

Avg. $/Sale $800 $1,000 $200

Profit $80,000 $130,000 $50,000

Methodologies: Market Testing

Content Contribution Measures §  Incremental Lift §  Value lift Multi-Impact Measures §  Brand §  Engagement

Strategic “Tests” §  Content strategy §  Messaging §  Integration §  Nurturing

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Control (BAU)

Test (New Mktg)

Incr’l

Awareness 32% 36% +2%

Consideration 16% 24% +8%

Engagement 1,200 1,800 600

Sales 100 130 30

Avg. $/Sale $800 $1,000 $200

Profit $80,000 $130,000 $50,000

Repeat Sales 20 25 5

Marke/ng Li9 (Market Tes/ng)


Methodologies: Modeling

Tactical Modeling §  Channels & content driving

incremental sales

Strategic Modeling §  Content engagement path

optimization §  Multi-stage modeling for predictive

“intermediate” outcomes

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3. Assess Role in Buyer Journey to Optimize

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Attract

Engage

Educate

Differentiate

Sales Intelligence

User Experience

Maximize Content by

Stage

Maximize Synergies

Optimize Engagement

Path


Insights from Metrics & Analyses

1st Source §  % Re-Engage §  % Leads §  % Sales

Right target Quality content Right follow-up Purchase stage Buyer timing

Engaged (not 1st) §  % Leads §  % Sales

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Engagement Path Analysis

Engagement Paths

Engaged

Lead

Closed + Growth

$ $ $

A B

C D

A F

F

C C

Content Tactics

E-Newsletter

Research Study

Videocast

Case Study Webinar

Virtual Conference

White Paper Download

A

B

C

D

E

F

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Represents the relative strength in driving outcomes

Content Marketing Tactics

Summary of Engagement Strengths

Build Brand Positioning

Capture New Name (Initiator)

Educate with Content (Driver)

Engage with Key Messaging (Driver)

Nurture Future Buyers (Driver)

Convert to Sales-Ready Lead (MQL)

Pass to Sales (SAL > SQL)

Support Sales Conversion (Oppy)

Convert to Sale

Reinforce Decision (Loyalty)

A B C D E F

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4. Evolve to Predictive Metrics

Multi-Stage Modeling §  Marketing activities modeled against sales to identify direct drivers §  Select early stage metrics also modeled to determine the influence on sales

Sales

Email Marketing

Paid Search

White Papers

12%

6%

5%

7% Total: 31%

Social Followers

Videocast Views

3%

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Multi-Stage Modeling for Interim Outcomes

§  Marketing impact on early stage metrics shows additional contribution §  Establish predictive metrics as viable interim outcomes aligned to sales

Sales

Email Marketing

Paid Search

White Papers

12%

6%

5%

7% Total: 31%

Social Followers

Videocast Views

3%

Purchased Lists

4%

4%

11%

1%

Online Advertising 23%

Public Relations

Paid Search

Social Media Posts

Radio Ads

Print Ads

2%

3%

14%

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Key Takeaways

§  Set measurement objectives aligned to content strategy & financial outcomes •  Beyond engagement & lead quantity •  Reflect full value of content

§  Strengthen basic measurement capabilities •  Content contribution to sales, revenue and ROI •  Assess content based on role plus funnel flow

§  Add strategic insights •  Measure & test content strategies •  Assess impact on funnel stage outcomes

§  Run advanced analytics to optimize content in multi-contact marketing mix •  Content integration •  Total marketing mix

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PRESENTED BY!

#C2C14!

www.lenskold.com!

Jim Lenskold 732-292-2600 [email protected]