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Content Marketing Action Analytics: The Need to Go Beyond Pageviews + Engagement - NewsCred

Content Marketing Action Analytics: The Need to Go Beyond Pageviews + Engagement - NewsCred | The MarTech Digest | Scoop.it
Content marketing should engage, educate, or entertain, but more importantly, should elicit action. This is what separates content marketing from content publishing.

The goal is not to be good at content, but to be good at business using content. If your content marketing works, it should affect your audience enough to prompt a business-specific behavior. These behavioral actions are the conversions that we need to track in order to see that our content has moved a reader beyond just engagement.

Many desired conversions can be as high-value as lead generation, product purchases, or requests for information. But they can also come in the form of engagement micro-conversions – sharing content, engaging with additional content, exploring your site deeper. What matters is that there are always things you want your reader to do, even if only to continue reading. 
CYDigital/marteq.io's insight:

We continue to argue that the ROI behind content marketing is a folly, and that the costs associated with content marketing need to be rolled into the complete marketing budget for an ROI analysis.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Norbert gray's curator insight, July 16, 2017 8:46 PM

We continue to argue that the ROI behind content marketing is a folly, and that the costs associated with content marketing need to be rolled into the complete marketing budget for an ROI analysis.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Five ways to quantify relevance in content marketing | Search Engine Watch

Five ways to quantify relevance in content marketing | Search Engine Watch | The MarTech Digest | Scoop.it
Perhaps the key metric of relevance is how well you actually solve the problems that your audience are experiencing. If your content answers a query in an effective manner, then you are delivering precisely the sort of user experience that search engines want to promote.

How you tangibly measure this will sometimes depend on the query that you are serving. A very simple query can be served extremely quickly with a single page, whereas more in depth queries will require much more detailed, long-form content.

Using another of our internal tools, known as Roadmap, we can start to identify correlations between both known and potential ranking factors, with high search ranking positions. The more strongly that high-ranking websites score for particular factors, the stronger the correlation.

The graph above demonstrates how particular factors, in this case those that are indicative of a strong user experience, with higher search engine rankings, correlate with higher search ranking positions.
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NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  

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How to Measure the Value of Your Content: Three Sets of Metrics - Profs

How to Measure the Value of Your Content: Three Sets of Metrics - Profs | The MarTech Digest | Scoop.it
More than ever, B2B marketers are held accountable to driving revenue—and proving that they are. We're investing in the right technologies and programs, and fueling channels and tools with high-quality, buyer-centric content.

But what's actually working and what's falling flat? Fully 50% of B2B enterprise marketers cite the inability to measure content effectiveness as a challenge.

If you're part of that 50% struggling to prove impact, start tracking the three key areas below—and start today.

The following three sets of metrics are what our marketing team at Kapost uses to create more powerful content that fills our pipeline. They will give you insight into the worth of your content and help you make more strategic marketing decisions to drive results and revenue.
CYDigital/marteq.io's insight:

It's a well-structured article that deserves a CT for a full read.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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The Metrics B2B Marketers Want to Tie Content to Revenue - Marketing Charts

The Metrics B2B Marketers Want to Tie Content to Revenue - Marketing Charts | The MarTech Digest | Scoop.it
Content marketing is one of the most difficult digital channels to measure for ROI, per recent research from Econsultancy and Oracle Marketing Cloud. In a new survey of more than 200 B2B content marketers, Seismic and MarketingProfs find that 64% of respondents feel that measuring their team’s influence on revenue is very or somewhat important. The study outlines the different metrics respondents would like to see to tie revenue to content.
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marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Actionable Content Marketing Benchmarks - Visual Contenting

Actionable Content Marketing Benchmarks - Visual Contenting | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Six Expert Guides to Measuring Content Marketing Results - Webbiquity

Six Expert Guides to Measuring Content Marketing Results - Webbiquity | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

CYDigital/marteq.io's insight:

Click through for the details and links for each.

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A Practical Guide to Content Marketing Metrics - Digital Marketing Institute

A Practical Guide to Content Marketing Metrics - Digital Marketing Institute | The MarTech Digest | Scoop.it
Being able to evaluate your content marketing activity, from creation to distribution, is critical to iterating its success. You can use analytics to identify and address both issues and opportunities in your content strategy. Yet with this in mind, only 8% of marketers consider themselves very successful at tracking the ROI of their content marketing. Digital professionals can find the effectiveness of their content difficult to measure, especially if there’s an underlying uncertainty about its role within an overall marketing strategy.

The single most important question a content marketer can ask themselves is this: why am I creating this content? Not to get too existential about it, but it’s important to recognise that the metrics you measure will depend entirely on the goals you have assigned to your content. You should never create a piece of content without first setting objectives; they are intrinsic to defining your parameters for measurement. What are you trying to achieve? Typical content marketing objectives include increasing brand awareness, lead generation, customer retention or upselling. Whatever they may be, never forget to outline your goals from the very outset.


marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

CYDigital/marteq.io's insight:

This is only the intro to the full article, which details every facet of content marketing metrics. A great, hands-on primer. Click through to review.

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10 Stats on Why You Need a Marketing Metrics Dashboard for Content - Kapost Content Marketing Blog

10 Stats on Why You Need a Marketing Metrics Dashboard for Content - Kapost Content Marketing Blog | The MarTech Digest | Scoop.it

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.

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[SlideShare] The Blueprint to B2B Content Metrics - Kapost

iNeoMarketing’s Outsourcing delivers the vetted talent you need under your complete management and control. Contact us to see how.

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Content Marketing Measurement: 29 Essential Metrics [Infographic] | Curata

Content Marketing Measurement: 29 Essential Metrics [Infographic] | Curata | The MarTech Digest | Scoop.it

iNeoMarketing’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how.

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Here's The Right Way To Measure Content Marketing ROI - Bizible

Here's The Right Way To Measure Content Marketing ROI - Bizible | The MarTech Digest | Scoop.it

Dark marketing clouds ahead? Let us help you see clearly. Contact us.

CYDigital/marteq.io's insight:

So based in this approach, if someone clicks through from a search ad, reviews content, receives a triggered email, clicks on that link, then how do you parse each activity's contribution?

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Top 12 Content Marketing Metrics To Start Tracking Now - TechWyse

Top 12 Content Marketing Metrics To Start Tracking Now - TechWyse | The MarTech Digest | Scoop.it

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.

CYDigital/marteq.io's insight:

If it doesn't tie directly or indirectly to business objectives, don't bother, e.g., rather than a CTR, look to conversion rates.

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Gina Tucker's curator insight, April 3, 2015 11:56 AM

Are you tracking engagement on your posts?

Roberto Cucco's curator insight, April 4, 2015 9:24 AM

KPI per il content marketing. Per gli articoli non contano solo le visite

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9 Free Analytic Tools to Measure Your Content Effectiveness - CMI

9 Free Analytic Tools to Measure Your Content Effectiveness - CMI | The MarTech Digest | Scoop.it

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.

CYDigital/marteq.io's insight:

Some of which you're familiar, some not. Click through for a description and link. And not all are free.

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malek's curator insight, March 30, 2015 7:55 AM

The starting point is always GOOD CONTENT

Agile Net'Up's curator insight, April 1, 2015 3:01 PM

Tools are made for improved efficiency and effectiveness, here is a good list of Tools.

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Don’t Let An Obsession With Data Kill Your Content Marketing - Relevance

Don’t Let An Obsession With Data Kill Your Content Marketing - Relevance | The MarTech Digest | Scoop.it

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

CYDigital/marteq.io's insight:

Please don't let this you. On the B2B side, you NEED TO BE ABLE TO MEASURE, and tie your metrics to business metrics.

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5 Content Metrics Every Marketer Needs to Analyze - Duct Tape Marketing

5 Content Metrics Every Marketer Needs to Analyze - Duct Tape Marketing | The MarTech Digest | Scoop.it

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CYDigital/marteq.io's insight:

Key metric is how you measure the way the content is used via your MAP. Only within that context can content be accurately measured.

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The Top 5 Free Content Analytics Tools - Contently

The Top 5 Free Content Analytics Tools - Contently | The MarTech Digest | Scoop.it

Digest...


1. Google Analytics

2. Bit.Ly

3. Piwik

4. Open Web Analytics

5. Clicky

 

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CYDigital/marteq.io's insight:

Thank you Contently! Please click through to the article for a review of each. For the SMB, this is invaluable!

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Marco Favero's curator insight, January 11, 2015 6:11 PM

aggiungi la tua intuizione ...

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The 2015 B2B CMO Challenge: Measuring Content Performance - MarketingLand

The 2015 B2B CMO Challenge: Measuring Content Performance - MarketingLand | The MarTech Digest | Scoop.it
If there’s one thing you can resolve to do as a CMO in 2015, it’s to put processes and measurements in place for your content activities. According to data from the Aberdeen Group, companies that have well-defined content management processes outperform those that don’t in terms of website click-through rates (4.5 percent versus 3.4 percent) and conversions (5.9 percent versus 3.8 percent).

As with any digital marketing initiative, you’ll need to first define the channels you’ll distribute your message within. You’ll then need to closely track those over time to gauge return.


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CYDigital/marteq.io's insight:

I've yet to find specific measurements for content and social that are tied directly to business metrics. So all you can do is set your own objectives for your overall content marketing strategy. If you want to tie your efforts to business metrics, you'll need to rope in all marketing spend as a part of the formula.

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Katherine Zhang's curator insight, November 24, 2014 7:19 PM

Content performance in 2015: 3 Ways to Win.

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A Quick and Easy Content Marketing ROI Tip Sheet - CMI

A Quick and Easy Content Marketing ROI Tip Sheet - CMI | The MarTech Digest | Scoop.it

 

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CYDigital/marteq.io's insight:

Very nice...

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Is Neuroscience the Future of Content Marketing Measurement? - Contently

Is Neuroscience the Future of Content Marketing Measurement? - Contently | The MarTech Digest | Scoop.it
“I guarantee that if you’re relying on traditional measures like surveys and focus groups to understand the whole consumer in today’s modern media landscape, you are dead wrong in terms of your ability to capture everything,” Dr. Carl Marci, founder and chief science officer at Innerscope Research, told the crowd at Advertising Week‘s “Creating Great Content with Neuro: Now That’s What I Call Brain Science” panel. “We now know definitively after decades of neuroscience that there’s a whole lot going on in this brain that’s below our conscious awareness.”


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CYDigital/marteq.io's insight:

B2C measurement using Neuroscience. The B2B enterprise may want to take note.

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Marco Favero's curator insight, October 9, 2014 4:06 PM

aggiungi la tua intuizione ...

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Why Your B2B Content Marketing May Not Be Working - eMarketer

Why Your B2B Content Marketing May Not Be Working - eMarketer | The MarTech Digest | Scoop.it

Because content creation is a newfound skill for many firms, confidence in the programs and their related key performance indicators (KPIs) is rare. In addition, an overreliance on lead generation as the main KPI for business-to-business (B2B) content marketing efforts has minimized appreciation for more intangible benefits, like thought leadership and brand awareness. Indeed, a true report card for a B2B content marketer must assign value to both tangibles and intangibles—or risk giving too much or too little credit based only on revenue results.

 

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CYDigital/marteq.io's insight:

How many people are going to point to a piece of content and say "Hot damn, that's what sold me!" Of course not. Content is a piece of the puzzle, and to measure the ROI of an individual component as opposed to the whole engine makes little sense.

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The Types of Content that Get the Best ROI - Socially Stacked

The Types of Content that Get the Best ROI - Socially Stacked | The MarTech Digest | Scoop.it

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CYDigital/marteq.io's insight:

Which content type provides you with the greatest ROI? The one that tests out as having the greatest ROI. TEST!!!

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7 Content Marketing Metrics You’re Probably Undervaluing - Contently

7 Content Marketing Metrics You’re Probably Undervaluing - Contently | The MarTech Digest | Scoop.it

Digest...


1. Brand lift

2. Engaged time

3. Average finish: Average finish is the number that tells you exactly if your readers skip, giving you the percentage of people who actually finish reading your page.

4. Return readers

5. Visitor loyalty: Visitor loyalty tells you how often people revisit your site within a week, month, or within any specific period.

6. Longevity

7. Email engagement

 

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CYDigital/marteq.io's insight:

These are smart, thoughtful metrics. Like it.

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Content Bubble: What Metrics Matter? - ClickZ

Content Bubble: What Metrics Matter? - ClickZ | The MarTech Digest | Scoop.it

Digest...


To really understand how well their content marketing is working, brands need to go beyond attention and/or engagement, according to Andrea Fishman, a principal with PwC's digital services group. "Attribution models are becoming more important," she says. If you want to see a correlation between a social media conversation about a video and sales, for example, or between positive sentiment and conversion, she says, marketers need to bring together data and solutions from multiple sources.

 

"There's not a simple solution for that one," Fishman adds. She's seeing categories of solutions that are starting to work together, although there's still a lot of debate about how accurate the analytics are. Nevertheless, if a marketer looks at attribution modeling plus social sentiment plus consumer behavior, three indicators are better than one. "You can start to maybe make some informed decisions on what's working and where to invest," Fishman says.

 

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CYDigital/marteq.io's insight:

In the B2B realm, it has to be revenue attribution. Everything else is feel-good.

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4 Steps to Calculating ROI For Content Marketers - Contently

4 Steps to Calculating ROI For Content Marketers - Contently | The MarTech Digest | Scoop.it

Digest...


Understanding how to measure content begins with understanding where consumers engage with content in the lifespan of a purchase and post-purchase. The new consumer decision journey is actually a relationship between brands and customers that involves near-constant interaction. The best way to build this relationship? Content. The important thing to understand is that each piece of content is just a building blog in the larger relationship you’re nurturing with a consumer.

 

The holy grail of content performance is brand lift—the measurement of how people think about you in relation to your marketing objectives. In other words, it measures how well you’re building the relationship you desire with consumers.

 

While lift is great for measuring the overall effects of your content on your reader’s perceptions, it doesn’t tell you which pieces of content consumers spend the most time with or are the most loyal to. You can use a direct measurement for that.

 

While lift is great for measuring the overall effects of your content on your reader’s perceptions, it doesn’t tell you which pieces of content consumers spend the most time with or are the most loyal to. You can use a direct measurement for that. We call our measurement “engaged time” — a measurement of time spent actively engaging with content on the page—scrolling, highlighting, clicking, etc. There is a direct relationship between engaged time spent with content and the likelihood that reader will return.

 

So now that people are relying on you—and they like you—how do you know they actually choose you as the result of your content? For that, you need to track the pathways between your content channels and the point of conversion. This is Content Marketing 101, and great odes have been written about how to do this well. One of our favorites is this Beginner’s Guide from Search Engine Journal, and it serves as a great refresher checklist if you’ve been tracking conversions for a while now.

 

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CYDigital/marteq.io's insight:

Excellent article that points to the sequential steps towards ROI, and how one step leads to another. With this approach, you can identify where you may be falling short.

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The Content Marketing Conundrum [Infographic] - Smart Insights Digital Marketing Advice

The Content Marketing Conundrum [Infographic] - Smart Insights Digital Marketing Advice | The MarTech Digest | Scoop.it

 

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MarkCom Conseil's curator insight, May 15, 2014 11:31 AM

Une infographie claire sur le marketing de contenu. Dommage qu'une fois de plus, elle ne concerne pas le marché FR.