Join Dayna Rothman for an in-depth discussion in this video Defining your measurement goals, part of Content Marketing Foundations (2015).
- Now that you've created your content and promoted your content, it's now time to start measuring your content. But first, we have to start by defining your measurement goals. Many content marketers think that content ROI is essentially a mythical beast. Why is content ROI a struggle? Marketers don't often think about ROI during content creation. You must think about how to measure your content before your content is even created. Marketers aren't aligned on metrics amongst the teams.
This happens if you're creating content in a silo. One team might be tracking one metric, and the other team might be tracking another metric. And marketers don't know how to measure content effectively. Because content marketing is a relatively newer discipline with businesses, there aren't established measurements in place that content marketers can take. But measuring content can be done. So let's go over a few steps that you can take to ensure that your content is created with measurement in mind. First, establish goals and measurement estimates up front.
Every time you create a content piece you need to determine what you're hoping to get out of that content piece in terms of measurement. Define what you want to measure for each content piece. Are you looking for social sharing? Are you looking for increased traffic? Are you looking to measure revenue in pipeline? Define exactly what you're looking for for each piece. Align with all key stakeholders and get their input. It's important to sit down with all the executives in your business to determine what the proper content measurement should ultimately be.
And then budget it out. You need to make sure, in order to measure content, that you have an actual content budget, and that you know exactly how much you're spending on content. Because this will make a difference for the return on investment in the end. I've put together a sample budget so that you can see a selection of what each content piece might cost you to create. A standard ebook could cost about $4,000. A large ebook, which is 30 to 60 pages, could be up to $6,500 or more. Your cheat sheet should be around $500.
Slide decks could be $7,500. Writing services, if you're using those, could be $2,500 and upwards. A managing editor yearly salary could be $60,000 to $100,000 per year. And a director of content or chief content officer or head of content could be $150,000 to $200,000 per year, depending on where you live. But by putting together a sample budget, you can better determine exactly what the ROI is on your content over time. And then you should determine what exactly are other marketers measuring in your content.
So here's a selection of what both B2B and B2C marketers are currently measuring, from the Content Marketing Institute and MarketingProf Survey. So as you can see, Brand Awareness and Lead Generation are some of the top goals that B2B and B2C content marketers are looking for. And then Customer Acquisition, Thought Leadership, Engagement, Customer Retention and Loyalty, Website Traffic, Lead Management, and ultimately, Sales. So you should be measuring a selection of these for your business as well.
So now that you've thought about goal creation for your content marketing analytics, make sure every single piece of content that you make is created with measurement in mind. You can track your metrics in your marketing automation tool, or create a spreadsheet that tracks monthly metrics over time, so you can see exactly how your content is performing.
The course explores creating a content plan, choosing content types, and developing an editorial calendar. It also explains how to write, edit, and design content, as well as choose the right mix of content and curate it for maximum impact, and closes with tips on measuring the impact of your content marketing efforts.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- What is content marketing?
- Hiring a content marketing team
- Creating buyer personas
- Developing a brand voice
- Setting goals
- Creating a content plan
- Writing, editing, designing, and curating content
- Promoting content on various channels
- Tracking performance