Content marketing can be immensely powerful if you define your strategy, process for execution and most importantly measurement system to get great results

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Standard Steps to Measure Content Marketing
ROI By OmnePresent

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Introduction
● According to the Content
Marketing Institute’s 2015 B2B
and B2C standard reports, less
than a quarter of marketers are
able to prove content marketing
ROI
● 49% of B2B and 51% of B2C
marketers faced difficulties in
measuring content effectiveness in
2014

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Step1:Know Different types of Content Metrics
● Metrics fluctuate depending on
wide range of variables since all
contents are neither created equal
nor appropriate
● To calculate content
effectiveness, four types of
content metrics are:
○ Consumption Metrics
○ Sharing Metrics
○ Lead Generation Metrics
○ Sales Metrics

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Consumption Metrics
● Consumption Metrics are the most
basic metrics among different types
of Content Metrics
● Content views (page, video,
Slideshare and so on), time on page
and bounce rate can all be accessed
easily from an analytics tool
● Surface level story of content
performance is told by these simple
data points which serve as
measurements of brand awareness
and web traffic

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Sharing Metrics
● To reveal more information about
reach, awareness, resonance, and
engagement, sharing metrics can be
used
● Through social channels, following
speak of content’s success:
○ Likes
○ Shares
○ Tweets
○ Retweets
○ +1s
○ Pins
● Through email, forwards indicate
resonance, and inbound links serve as
additional validation across web

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Lead Generation Metrics
● Lead generation metrics, speak
directly to the value consumers place
in your content like:
○ form submissions
○ email/ blog subscriptions
○ conversion rates
● If accessing your content is worth
disclosure of personal information
then you have the right to gather that
information for segmentation and
targeting
● Remember, form submission not
necessarily imply a desire to do
business with you

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Sales Metrics
● Sales metrics show how content
influence customer purchase and
adds to top-line growth
● Revenue is the main goal of
marketing but content attribution
can be a tough to crack
● It is seen that most customers
requires 7+ touch points for
making a buying decision
● Be sure to track assists to
understand which content is most
effective at influencing buying
behaviour directly, or indirectly

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Step 2: Map Metrics to the Purchase Funnel
● The concept of the purchase funnel
represents the stages customers go
through when making a purchasing
decision
● The stages are:
○ Awareness
○ Interest and Desire
○ Action
● When mapping metrics to each stage
of purchase funnel, two primary
considerations that marketers should
take into account are:
○ Purpose of the content
○ Consumption barriers

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Awareness
● At this stage, your goal should be
to entertain or educate a possibility
● You are not trying to sell anything
at this point so content should be
helpful and impartial
● Instead, your goal is to deliver
problem solving content that is
helpful
● Sacrifices like time, privacy or
money, a prospect do not have to
make, to experience your content

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● Awareness phase includes
typical content like blog posts,
press releases, web pages,
videos and so on
● Consumption and sharing
metrics can be primarily used to
measure content effectiveness in
this phase
● Lead generation metrics should
be used in addition if any of the
listed assets in this phase are
gated behind forms

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● In Interest and Desire phase,
advise prospects to see your
products or services as solutions
for their particular problems
● Content of this phase should be
more biased, showing factors
which differentiate you from your
competitors in solving said
problems
● Consumption barrier should be
somewhat higher than at the
Awareness phase
Interest And Desire

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● Contents that helps to generate
interest and converts that
interest into desire are:
○ Webinars
○ Case Studies
○ Brochures
○ Catalogs
○ FAQs
○ Spec Sheets
● Lead generation metrics can be
used in this phase to measure
content effectiveness

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Action
● At the desire phase, prospects have
done their research and decided to
do business either from you or a
competitor
● In this phase, content should be
heavily biased towards your branded
solution and clearly express the
value to customers
● Consumption barrier should be high
● Examples of content that generate
action are free trials, live demos,
coupons, consultations and so on
● The primary dimensions to measure
content of this phase is Sales Metrics

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● It is not easy to tie all content
initiatives to revenue
● Attribution modeling can be
tricky, especially when looking at
a multitude of unequal
touchpoints, micro conversions
and conversion assists
● Nailing down the fundamental of
metrics is the first step in proving
content ROI

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Conclusion
● Content marketing can be
immensely powerful
● You should define your strategy,
process for execution and most
importantly measurement system
to get great results
● Besides to importance of reach
and engagement, your ultimate
goal is to convert readers into
customers
● To hold target audience’s interest,
you should have a sustainable
story to tell

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OmnePresent Services

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info@omnepresent.com
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