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A Simple Plan for Measuring the Marketing Effectiveness of Content

A Simple Plan for Measuring the Marketing Effectiveness of Content | marketing tips | 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...
mcgrawmarketing's insight:

A very good article to use as a starting off point for internal discussions concerning your content marketing strategy.

 

That said, I would suggest that the table shown with examples for KPIs has a row for Brand Awareness that doesn't work for me.  Just because traffic is up and downloads are up and social chatter is up doesn't mean Brand Awareness is up or positive, which is rather important.

 

Personally, I would still use brand awareness research and ask questions about the role of content in the scheme of things.  Yes I am aware.  My perception is that your firm is about X.  I developed that awareness and perception by reading your content or friends and family or colleagues or other things.

 

I also struggle with the KPIs for retention.  It's good that your customers use your content but what impact does it have on retention versus product quality, perceived value of product/price, experience etc.

 

What do you think? How might you use content marketing to improve  retention - and how do you prove it worked?

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Social Media ROI: How To Define a Strategic Plan

Social Media ROI: How To Define a Strategic Plan | marketing tips | Scoop.it
For marketers, there's an increasing demand to quantify the value of social media. Here's a guide to mapping a social media strategy with meaningful key performance indicators that align to business objectives for tangible measurement.
mcgrawmarketing's insight:

Note from Pat: I have to admit that iit's nice to see more and more people writing about the importance for a social media strategic plan...and even more writing about how your social media activities need to be incorporated into your overal marketing plan.  Nothing bothered me more than siloing social media from marketing or refusing to establish a 'plan' with measurable objectives in order to determine if your effort was producing an acceptable return.

 

This article lays out a simple way for you to map out your social media strategy - though I would suggest [a] making this prt of your overrall marketing strategy and [b] incorporating your content marketing strategy since you need to know what to say to your audience/segments at certain times in your relationship through your communication channels.  (And, folks, social media is the channel(s) you use to deliver your message to your audience...)

 

What do you think?  Should your social media strategic plan stand on its own, separate from your marketing plan?  And should your content marketing strategy be tied into your social media strategy?

 

What's worked for you...and what hasn't?

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Meaningful SEO Metrics

Meaningful SEO Metrics | marketing tips | Scoop.it
As marketers, we spend plenty of time and energy tracking the metrics that will push our business forward. In today's post, Will Critchlow walks us through what makes good metrics and how to build the right reports for any situation.
mcgrawmarketing's insight:

Note from Pat: A great article filled with valuable concepts with relevant examples.  That said, I would suggest that what most of us need to take from this is the importance of sitting down and coming up with the key metrics for our own business.  Some of the examples cited here won't be that key to some organizations...others are going to be critical, but might be calculated differently.

 

How many of you have sat down with your CFO, CMO, CEO, CIO, COO and whomever else is key to your leadership team...in order to identify and agree upon your key metrics?  And how many of you have turned this into a dashboard that you can all look at in order to get real time vision into the performance of your business?

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9 Search & Social KPIs To Start Tracking Right Now

9 Search & Social KPIs To Start Tracking Right Now | marketing tips | Scoop.it
If you don’t measure what you’re doing in search and social media, how do you know if what you’re doing is working? How do you know if you’re helping or hurting your business—or having no effect whatsoever?
mcgrawmarketing's insight:

Note from Pat: Great post with a long list of key performance indictors (KPIs) that you can use to measure the impact of your social media efforts.  Also a few good analytic tools to consider.

 

Did Jordan miss any KPIs?  What would you add to or delete from the list?  And what about the analytic tools - any experience with the 5 listed?  Anything missing from the list that you've found really valuable?

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