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Updated by Nick Kellet on Nov 13, 2015
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Nick Kellet Nick Kellet
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4 Types of Content Metrics #cmworld @jaybaer

1

Consumption Metrics

Consumption Metrics

PAge Views
-Google Analytics

Video View
- Youtube or similar
Document Views
- Slideshare /Scribd

Document Views
- CRM (Eloqua, Hubspot, Makreto, Infusionsoft)
- Google Analytics

Social Chatters
- Shares
mention.net, viral heat, radian6, sysomos

Caution -> Never leave the Content Marketing Train at the Consumption Depot

Do people who donwload more on to other stages in the pipe.

Is the ratio different than normal

Read Post > To Sign Up (compare to those who came direct).

Do people come back?

2

Sharing Metrics

Sharing Metrics

How resonant is this content?
How often is it shared?

Resonance is a proxy to lead gen and sales

People who hate you almost never RT you

Likes, Share, Tweets etc

Chic Lit Iconographies

forwards

If you are not great at email you have no business doing social media

Inbound links is actually a sharing metrics

Someone is sharing their SEO value with you

Sharing metrics are overvalued, because they are public.

3

Lead Generation Metrics

Lead Generation Metrics

Gated Content
- CRM System (Eloqua, Hubspot, Marketo, Infusionsoft)
- Tracking URLS
Email Subs
- Email provider or CRM system

Blog Subs
- Feedblitz or CRM system
Blog Comments
- Comment Platform (Disqus, Livefyre etc)
Conversion Rates (Consumption to Lead)

Indirect Lead Generation
- Not all content is lead producing
- But all content contributes to lead gen
Set up goals in Google Analytics]

Page Value
- Cost per item

How does a page contribute to a lead gen

Try tying social to content

You can't track end to end unless you have your own URL shortenter

4

Sales Metrics

Sales Metrics

Did we make any money on this?

Online Sales
- ECommerce

Offline Sales
- CRM system
- Unique trackable URLS
- Manual reporting & anecdotes

What is the LTV of a customer?

What's the margin

What's the sales

ROI can be calculated. It's a formula.