Content Marketing Measurement: Some Content Jam Take-Aways

Session topics included:

• Jill Pollack’s Telling a Good Story
• Hilary Marsh’s Creating a Content Marketing Plan
• Andy Crestodina’s Creating and Sharing Content
• My session, Measuring What Matters

Measurement Take-Aways

My presentation on measuring what matters featured a number of take-aways listed below based on the three sections of the presentation: how measurement applies to strategy, implementation, and iteration.

Strategy

Here are several strategic take-aways:

1. Identify overall online business and marketing goals.
2. Create business objectives and build strategies to achieve those objectives.
3. Identify content-related objectives that support those goals.
4. Identify the specific key performance indicators (KPIs) that denote your success.
• A measurement of performance used to measure progress toward strategic goals.
• Choosing the right KPI is dependent on knowing what is important to the organization. Examples include:
• Total brand mentions
• New new followers, fans, subscriber
• Net number of transactions, downloads, signups, etc.
5. Figure out how optimized content will help you reach these goals and how you will track performance over time.
• What tools will you use? There are many measurement tools out there.
• To keep presentation content manageable within the allotted time frame, I focused on Google Analytics and local company Sprout Social.

Implementation

Use your chosen measurement tools to track KPI’s and measure against benchmarks.

• Track data at regular intervals and measure specific improvement details.
• Metrics data is often worthless unless you have something to compare it to.

Iteration

Use measurement reports to further optimize new and existing content over time (lather, rinse, repeat).

• This takes time. Realize that and plan accordingly.
• Measure: Qualify data as relevant
• Analyze: Interpret and draw insights
• Report: Provide actionable items

I received a lot of requests for the presentation slides (thanks for being so enthusiastic, everyone), so here they are courtesy of Slideshare.

Content Jam Measure What Matters 06/14/12

Content Jam 2: The Reckoning

In talking to my co-hosts I think we may consider doing the event again. Were you there? I’d love to know what you thought. Also, if you weren’t there let me know what you might like to see in a future Content Jam. Thanks and happy content marketing!

Tim Frick prefers conjugating verbs to concatenating variables, but will do either in a pinch. Mightybytes is a Chicago-based web design and digital marketing firm and a certified B Corporation. Connect with us on Twitter, Facebook and Pinterest or fill out our contact form.