Content Marketing Measurement: Some Content Jam Take-Aways
by Tim Frick
Here are some measurement best practices take-aways from last week's sold out content marketing event.
We had dozens of very enthusiastic folks head down to 4043 North Ravenswood—home of StoryStudio Chicago and Orbit Media Solutions—last week to partake in our sold out half day+ workshop, Content Jam: The Secrets of Content Marketing. Four simultaneous presentations ran four times consecutively to give our attendees a well-rounded overview of content marketing’s most popular practices.
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
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.
Here are several strategic take-aways:
- Identify overall online business and marketing goals.
- Create business objectives and build strategies to achieve those objectives.
- Identify content-related objectives that support those goals.
- 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.
- 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.
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.
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 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!