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

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Amazing article Mitchell. I really enjoyed the read. Chatbots will be critical in the future evolution of banking and financial services ...

Giridhar Prathap Reddy

7 businesses successfully implementing chatbots

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

AGA KHAN HOSPITAL is in need of kidney donors for the sum of 2 crore, Contact us today if you want to sell your kidney for money, and thi...

Sebastian Friedrich

Mindshare gets behind blockchain advertising alliance

Read more

Latest Podcast

More podcasts

Sign in