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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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A Simple Plan for Measuring the Marketing Effectiveness of Content

A Simple Plan for Measuring the Marketing Effectiveness of Content | Integrated Brand Communications | Scoop.it

How can you know if your content is adequately supporting your marketing and business goals? In this seventh post of our Back to Basics series, we outline a simple plan you can use for tracking and communicating the effectiveness of content marketing program.

 

When putting your measurement program in place, start by deciding on how frequently you’ll collect your data. A good schedule to start with is measuring marketing effectiveness on a monthly basis — we’ve found that this has worked well for CMI (though we may watch some metrics weekly just to make sure monthly goals stay on track — especially for metrics we can modify quickly). Then, you will want to create a spreadsheet that documents and tracks the following:

Your marketing goals. If you have several, it may help to put them in order of priority. (By this point, you should have agreed on goals with your management team; but if you haven’t, now is the time to get on the same page.)The key performance indicators (KPIs) you’ll use to measure marketing effectiveness of your content.Your plan for gathering this performance information.Who will be responsible for collecting and reporting this data.
Russ Merz, Ph.D.'s insight:

A useful discussion about the basics of tracking the attainment of content marketing goals. However, the actionability of the measures is low if the quality of the content cannot be linked to the outcomes. At a minimum, two sets of metrics are required--inputs (causes) and outputs (effects).

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Tracking Content Marketing ROI for Dummies - Marketing Technology Blog

Tracking Content Marketing ROI for Dummies - Marketing Technology Blog | Integrated Brand Communications | Scoop.it

Tracking Content Marketing ROI for Dummies by Douglas Karr on Marketing Technology Blog

 

The folks at Uberflip have taken a comprehensive how-to on calculating your content marketing return on investment, and put it into this uber cool infographic.+

The popularity of content marketing is undeniable. According to the Content Marketing Institute, over 90% of brands are already investing in eBooks, videos, social media, blogging, and other channels. However, only less than half of them know exactly how to track the success of their efforts.

My only advise on utilizing this strategy is to realize that ROI on content is not static, it changes over time. Often, the return on investment on a single whitepaper or infographic or even blog post can grow your authority and increase revenues over and over again. And the popularity of your content today can impact the performance of your content tomorrow. Content Marketing ROI is not a static calculation, it’s one that needs and builds momentum over time.+

 

 

 

 

Russ Merz, Ph.D.'s insight:

A very useful summary of #contentmarketing #KPIs that can help determine #ROIs. A good reference #Infographic.

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Top Content Marketing Challenges, Benchmarks, and KPIs | Eloqua Blog — It's All About Revenue: The Revenue Marketing Blog

Top Content Marketing Challenges, Benchmarks, and KPIs | Eloqua Blog — It's All About Revenue: The Revenue Marketing Blog | Integrated Brand Communications | Scoop.it

As buyers navigate the research and sales processes independently, marketing organizations have realized the need for more sophisticated engagement strategies. To cultivate a greater role in decision-making process, companies are employing content marketing as part of an aligned, integrated communication strategy.

 

Content marketing maturation appears to be steadily increasing, as more than half (59%) of ‘leader’ respondents to the Aberdeen Group Content Marketing and Management Study say content marketing efforts are well aligned with sales methodology, compared with 45% of ‘follower’ respondents. The survey uncovered many valuable findings to help marketers assess their strategy and performance metrics.

 

Demand Gen Report and Harte-Hanks hosted a webinar yesterday underscoring these benchmarks, called “Getting Content Marketing Right: Right Stage; Right Persona; Right Content”. Aberdeen Group Senior Research Analyst, Trip Kucera, highlighted the challenges, benchmarks, and key performance indicators (KPIs) driving the content marketing discussion.

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Successfully Measuring Social Customer Service Performance

Successfully Measuring Social Customer Service Performance | Integrated Brand Communications | Scoop.it

In order to grasp the full impact and ROI of social customer service, companies need to measure it in a way that enables comparison with—and benchmarking alongside—more traditional customer care channels, such as phone, email and chat. Without measuring real customer service KPIs over social, it is difficult to resource teams for spikes in volume, improve the quality of agent performance and deliver the best customer experience possible. Below I have outlined the most important metrics to measure:


Russ Merz, Ph.D.'s insight:

A detailed look at five key performance indicators (KPIs) for assessing the performance of social customer service experiences.

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Russ Merz, Ph.D.'s curator insight, June 10, 8:32 PM

A detailed look at five key performance indicators (KPIs) for assessing the performance of social customer service experiences.

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What is a KPI? 6 examples of KPI’s from 5 industries

What is a KPI? 6 examples of KPI’s from 5 industries | Integrated Brand Communications | Scoop.it

Key Performance Indicators (KPI”s) are quantifiable measurements, agreed to beforehand, that reflect the critical success factors of an organization. They are the key metrics that help you understand how you are doing against objectives. KPI’s serve as an actionable scorecard to keep your strategy on track.

 

Since a video is worth a 1000+ words, here’s Erica Olsen of MyStrategicPlan.com to explain KPI’s.

Russ Merz, Ph.D.'s insight:

A useful compendium of 6 #KPIs with definitions from five different industries. Includes a link to a video explaining KPIs , where to look for them and how to portray them.

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