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{Free eBook} - A Field Guide to the 4 Types of Content Marketing Metrics

{Free eBook} - A Field Guide to the 4 Types of Content Marketing Metrics | Non-profit Tech | Scoop.it

Curated by Beth Kanter

http://www.bethkanter.org

 

There four different types of metrics to think about in terms of your content strategy:

 

Consumption Metrics
Sharing Metrics

Lead Generation Metrics

Sales Metrics

 

 This is an important reminder that a content strategy is not just about publishing, it is about getting to action.     Content helps achieve results! 

 

Consumption Metrics:  How many people viewed, downloaded, or listened to this piece of content?

 

Consumption helps you measure brand awareness and website traffic.   But, the e-book warns, don't stop here - ask the "to what end question."     Are you getting people to go from simply consuming to engaging?

 

The next level of engagement is whether your audience is sharing your content.   This is "resonance" -- if the topic is important to your audience they will be more likely to share with their networks.    The metrics include likes, shares, retweets, forwards, and inbound links.

 

The e-book identifies some tactics to boost sharing - from using sharing buttons to enhancing "social proofing."    Good quality content is worth sharing - is your content shareable?

 

The next category of metrics or action is "lead generation."   How often does content consumption result in some one giving you their contact information?    The metrics include form completions, downloads, email subscriptions blog subscriptions, blog comments, and conversion rates.    

 

These metrics are preludes to donations .. and can help you cultivate those people who opt into sharing their contact information.     But in order to best understand conversions, you need to use custom urls and landing pages and a tool like Google Analytics.   (Kevin Conroy from Global Giving provides some simple how tos in this post: http://www.bethkanter.org/sowhat/ ;)

 

The last category is sales metrics or in the case of nonprofits, donations.   Did we see income from this content?  Did someone make a donation, purchase a ticket, or provide support? 

 

In this category you have, online donations,  offline donations, and manual reporting and anecdotes.  The e-book also reminds not to forget metrics around customer or donor retention.

 

The book also offers some simple formulas for measuring the ROI of Content marketing.

 

The final advice: 

Content is the means, not the ends.  Frame your motivation with that in mind.    The goal isn't to be good at content, the goal is to get results."

 

Good infographic here: https://www.facebook.com/photo.php?fbid=10152178913420408&set=a.10150148714310408.395031.212577490407&type=1

 

 

10/10


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11 Mobile Website Design Best Practices for Nonprofits

11 Mobile Website Design Best Practices for Nonprofits | Non-profit Tech | Scoop.it
With 90% of your nonprofit’s supporters and donors now accessing the Internet on multiple devices every day, nonprofits really need to prioritize mobilizing their Web content. Ideally, your n...

Via Victoria Ludlow, Claire Kerr
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What’s Going On With Your Facebook Page Reach? PostRocket’s Take

What’s Going On With Your Facebook Page Reach? PostRocket’s Take | Non-profit Tech | Scoop.it
There’s been a ton of noise and speculation lately surrounding the alleged ‘massive’ change in Facebook’s EdgeRank algorithm on September 20th.
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Separate Mobile Website Vs. Responsive Website

Separate Mobile Website Vs. Responsive Website | Non-profit Tech | Scoop.it

The US presidential race is heading into full swing, which means we’ll soon see the candidates intensely debate the country’s hot-button issues. While the candidates are busy battling it out, the Web design world is entrenched in its own debate about how to address the mobile Web: creating separate mobile websites versus creating responsive websites.

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Transmedia on $8 a Day


The world of transmedia is a beautiful place to visit but telling your story there can get expensive quickly. Whether you are seasoned producer or a greenhorn looking to dip your toe into the water, this handy guide will show you how to affordably produce a compelling cross-platform project without compromising on quality.

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Brand Your YouTube Videos with Your Logo | StockLogos.com

Brand Your YouTube Videos with Your Logo | StockLogos.com | Non-profit Tech | Scoop.it

Brand Your YouTube Videos with Your Logo

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What’s Next for Good Magazine? A Social Network.

What’s Next for Good Magazine? A Social Network. | Non-profit Tech | Scoop.it
CEO Ben Goldhirsh said he wants Good.is to become "a global community of pragmatic idealists."...
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Top 5 Tools to Create Images for Pinterest

Top 5 Tools to Create Images for Pinterest | Non-profit Tech | Scoop.it

Here are five of our favorite tools to create pinable images on your blog.


Via Kelly Lieberman, Beth Kanter
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