Post on 13-May-2015
description
The Content MeasurementROADMAP
Jason FallsSocial Media Explorer
What Joe asked me to do …
Explain how to measure content marketing in 20 minutes …
Which brings me to the point …
What is our content?
• Website• Blog• Tweets, Posts, Blahs• Newsletters• Advertisements• Direct Mail• Annual Reports
• Consumer-Centric• Business-Aware
Four Content Qualities To Define
• Who’s it for?
• Where’s it placed?
• What’s its purpose?
• What’s the point?
Four Content Qualities To Define
• Audience
• Channel
• Purpose
• Call-To-Action
Website
• Audience
• Purpose
• Call-To-Action
• Public
• Present Product or Service
• Buy/Download/Subscribe
Blog
• Audience
• Purpose
• Call-To-Action
• Qualified Public
• Establish AuthorityOrganic PushRank Well in SERPs
• Subscribe/JoinBuy/DownloadShare/Link
Email Marketing/Direct Mail
• Audience
• Purpose
• Call-To-Action
• Customers/Qualified Leads
• Drive TrialDrive Sales
• Call, ScheduleBuy, Recommend
Online Media/PPC Advertising
• Audience
• Purpose
• Call-To-Action
• Purchase-ReadyQualified Leads
• Drive SalesDrive LeadsBuild Awareness*
• Buy, Call
• Audience
• Purpose
• Call-To-Action
• Interested Public
• Establish AuthorityEngage/HumanizeOrganic PushCustomer Service
• Follow, SubscribeRespond, ReTweetBuy, CallReach out, File ticket
• Audience
• Purpose
• Call-To-Action
• Interested Public
• Engage/HumanizeOrganic PushCustomer Retention
• Respond, CommentBuy, CallProvide feedback, Participate for rewards
I’m Handy
www.socialmediaexplorer.com/content-measurement
The Key To It All
• Set Goals
• Translate To CTAs
• Measure That
• Trend/Track other PIs
• But don’t get distracted
Look! A Squirrel!
Lil’ Ole’ Me
• @JasonFalls
• SocialMediaExplorer.com
• ExploringSocialMedia.com
NoBullshitSocialMedia.com