Metrics a must for making the most of content marketing, says Forrester

Latest market research on content marketing strategy shares three key areas of data-driven measurement vital to improving business outcomes

Content marketing strategy
Content marketing strategy

Audience, content and business performance metrics are all vital if marketers want to make the most out of their content marketing strategy, a new Forrester Research report claims.

The Measure Content Marketing for Success report argues that however difficult it may appear, data analytics and measurement lies at the core of successful content marketing. The document aims to provide a blueprint for how marketers can become more effective at it.

The report sets out three main areas of measurement: Content performance, how content drives a specific goal and contributes to visibility; audience performance, how content delivers relationships with valuable groups; and business performance, how content contributes to business outcomes and marketing goals.

The report then details the data-driven insights, sample metrics, and tools and technologies needed to drive each of these three areas, as well as the users who typically excel in them.

For example, content performance requires measuring content across the organisation against channel-specific targets, while core tools to achieve this include Chartbeat, SimpleReach and social analytics. Users who typically excel at content performance are media agencies, and sample metrics marketers should be looking to use for this measurement include typical engagement actions (likes, clicks, shares, views or content downloads).

In contrast, audience performance is about measuring content’s contribution to audience-level performance and relationship and relies on tools such as Web analytics and CRM. Sample metrics include subscriptions, frequency, recency, depth of visits, app downloads and audience quality. Direct marketers are the best users in this area, Forrester claimed.

Business performance, meanwhile, is about measuring content’s contribution to the business’ bottom line through sales and leads, or a proxy for business value, such as brand lift, according to the research firm. Technologies helping marketers achieve this include marketing automation, CRM and brand research, while sample metrics range from contribution to business leads and offline purchase history to brand value.

Users who typically excel in this area are sophisticated B2B marketing outfits, the report authors claimed.

As an example of how brands are using data to improve their content approach, the report flagged Virgin UK’s decision to segment customers by their value to the business and their viewing habits to produce and distribute content that would drive greater loyalty and preference for its services. This resulted in reduced churn and an improved Net Promoter Score.

Related: Marketing predictions 2014: Targeted and more effective content marketing

However, the report noted how difficult marketers were finding it to measure content marketing. Top challenges include linking customer’s content-driven activities to the intent behind them, the spread of content assets across platforms and devices and the challenges that presents to data collection and synthesis, the absence of common frameworks for calculating content marketing ROI, and the lack of focus on audience goals or business outcomes.

Related: Australian marketers ramp up content marketing spend despite effectiveness issues

The latest Forrester report was based on interviews with 13 agencies, marketers and technology vendor companies as well as tapped into several research documents released during 2014.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Are you sure they wont start a platform that the cheese is white, pretty sure that is racist

Hite

New brand name for Coon Cheese revealed

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in