content marketing analytics

Free ebook: The Comprehensive Guide To Content Marketing Analytics & Metrics: Creating a Multi-Channel Dashboard and Charting a Course to a Strong ROI

Too often, brands embark upon their content marketing journey without understanding how to use content to efficiently get from point A to point B. Instead of using data and technology to map a strategically sound course to their destination, they rely on gut instincts, anecdotes, and "soft" metrics like page views and shares. This eBook offers a comprehensive guide to the metrics that will help ensure your content marketing initiatives are effective and driving key business outcomes. As part of the journey, hear from over 20 of today's top marketing experts on what they believe to be the most important content marketing metric.

Table Of Contents

Pg 3 - Foreword Pg 4 - Introduction Pg 6 - The Metrics: Your Navigational Instruments Pg 8 - Lay of The Land: Mapping Metrics to Content Pg 10 - Measuring & Analyzing: Taking Your Navigational Readings Pg 10 - Performance Metrics Pg 10 - Consumption Metrics Pg 14 - Retention Metrics Pg 18 - Sharing Metrics Pg 19 - Engagement Metrics Pg 21 - Lead Metrics Pg 24 - Sales Metrics Pg 28 - Operational Metrics Pg 28 - Production Metrics Pg 29 - Cost Metrics Pg 30 - ROI Metrics Pg 32 - Building Your Metrics Dashboard Pg 34 - Next Steps to Effective Content Marketing Measurement

First 3 Pages

CONTENT MARKETING ANALYTICS & METRICS THE COMPREHENSIVE GUIDE TO Creating a Multi-Channel Dashboard and Charting a Course to a Strong ROI 2 Table of Contents Foreword ...................................................................................................... 3 Introduction .................................................................................................. 4 The Metrics: Your Navigational Instruments ........................................ 6 Lay of The Land: Mapping Metrics to Content ................................... 8 Measuring & Analyzing: Taking Your Navigational Readings ......... 10 Performance Metrics ....................................................................... 10 Consumption Metrics ................................................................ 10 Retention Metrics ....................................................................... 14 Sharing Metrics ........................................................................... 18 Engagement Metrics ................................................................. 19 Lead Metrics ................................................................................ 21 Sales Metrics ............................................................................... 24 Operational Metrics ......................................................................... 28 Production Metrics ..................................................................... 28 Cost Metrics ................................................................................. 29 ROI Metrics .................................................................................. 30 Building Your Metrics Dashboard .......................................................... 32 Next Steps to Effective Content Marketing Measurement .............. 34 FOREWORD BY PAWAN DESHPANDE I believe in content marketing. It offers a promise that we, as marketers, can acquire customers, in a respectful, effective manner that is beneficial, educational, and entertaining to our customers. When done right, it can lead to more well- informed customers, sustainable thought leadership and brand awareness, and, arguably at a cost far lower than any other means of marketing. I am not alone. Many marketers, such as yourself, now also believe, and more importantly are investing in content marketing. Year over year, we are collectively creating more content, spending more time improving our content, and asking for bigger budgets to support these initiatives. Yet, despite all the excitement, and momentum for content marketing, there is often little to show for it. Yes, we can say that content marketing increases our online traffic. Yes, we see demonstrate that it results in “engagement.” But beyond that, we can’t connect our enthusiasm and efforts for content marketing with anything more tangible. We can’t quite say for sure, how content marketing is helping the marketing pipeline, supporting sales, and ultimately growing revenue. My hope is that with this eBook, you will have a clear guide to not only say, nor see, nor show, but prove that content marketing is making an impact. Pawan Deshpande is the founder and CEO of Curata. Pawan is responsible for the company's vision, management and advanced development initiatives. His work at Curata has been recognized through the 2010 Boston Business Journal's 40 under 40 Award, and through the Massachusetts Technology Leadership Council's 2012 Sales & Marketing Technology of the Year Award. Pawan has held software engineering positions at Microsoft, Google and other startups where he was awarded patents in social networking and machine transliteration areas.