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How small businesses can use content marketing and curation to do inbound marketing. Click on image or headline for full post. http://curation.pegcorwin.com
Curated by Peg Corwin
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The Comprehensive Guide to Content Marketing Analytics & Metrics | Content Marketing Forum

The Comprehensive Guide to Content Marketing Analytics & Metrics | Content Marketing Forum | Content Marketing and Curation for Small Business | Scoop.it
Is your content taking you on a journey to nowhere? This guide will help you measure the effectiveness of content across all channels.
Peg Corwin's insight:

Thoughtful response to the question "How do I measure the effectiveness of my content marketing?"  See various metrics for different objectives, plus some you have not thought of.

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Sarvesh | SRK Fan's curator insight, October 19, 3:32 AM

Right mix of data combined with insights using #datamining is mandatory for successful content marketing

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10 habits of a highly effective content marketer

10 habits of a highly effective content marketer | Content Marketing and Curation for Small Business | Scoop.it
There’s a lot of confusion around what content marketing is and isn’t. This post seeks to explain the difference between people who make content and those who also market it.
Peg Corwin's insight:

Effective content marketers are above all, results oriented.  Learn the other 9 characteristics.


Quote:  "The best way to get the right people doing content marketing is to keep educating non-marketers about what it is and why it really works."

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What's Your Content Marketing Goal? Find Out Your Ideal Metric

What's Your Content Marketing Goal? Find Out Your Ideal Metric | Content Marketing and Curation for Small Business | Scoop.it
Find out the right metrics you should use to measure your content marketing goals - and establish if your content marketing strategy is delivering.
Peg Corwin's insight:

I like these three goals - visibility, engagement, brand perception - and the metrics associated with each.  Nice way of thinking about metrics.

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How Visual.ly Can Help You Measure Metrics That Matter

How Visual.ly Can Help You Measure Metrics That Matter | Content Marketing and Curation for Small Business | Scoop.it
By surfacing the demographics, key interests, and online behaviors of a brand’s key influencers, analytics platforms can help marketers tailor their efforts to engage these audience segments.
Peg Corwin's insight:

Metrics for visuals?  Yes

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Content Marketing Projections For 2014 [INFOGRAPHIC]

Content Marketing Projections For 2014 [INFOGRAPHIC] | Content Marketing and Curation for Small Business | Scoop.it
This infographic takes a closer look at the content marketing success metrics, how B2B organizations personalize content and 2014's projections for content marketing.
Peg Corwin's insight:

See CONTENT MARKETING goals, tactics and success metrics in this infographic format.


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ROI - 3 Measures of ROI on Blog Content

ROI - 3 Measures of ROI on Blog Content | Content Marketing and Curation for Small Business | Scoop.it
Peg Corwin's insight:

3 basic measurements of EFFECTIVE CONTENT are:


Reach and engagement, using related posts and internal links 

- Lead generation forms and newletter subscriptions

- Product purchases or subscription registrations.

Click for details and examples of each.


Great examples of calls to action to encourage visitors to take action.


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METRICS - Measuring Your Content Marketing [INFOGRAPHIC]

METRICS  - Measuring Your Content Marketing [INFOGRAPHIC] | Content Marketing and Curation for Small Business | Scoop.it
Content marketing one of the most reliable and effective tactics available to digital marketers. Brands are increasingly employing content marketing strategies to generate product awareness and drive demand. Keyword-optimized blog posts and other media create brand awareness and inspire audience engagement.
Peg Corwin's insight:

See a discussion of metrics for awareness, consideration and conversion, as well as an infographic on this topic.


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METRICS - 11 Must-Measure KPIs for Content Marketing Success

METRICS - 11 Must-Measure KPIs for Content Marketing Success | Content Marketing and Curation for Small Business | Scoop.it
Content has value beyond simple search engine optimization. Content marketing, when done correctly, has its own ROI as a channel, and thus must be measured by a set of unique KPIs, including links, engagement, social sharing, and conversions.
Peg Corwin's insight:

Key Performance Indicators for CONTENTMARKETING


- "Referrers
- Engagement Metrics
- Social Sharing
- Conversions"
click for all the details.


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METRICS - How to Build A Scorecard to Measure Content Marketing Effectiveness

METRICS - How to Build A Scorecard to Measure Content Marketing Effectiveness | Content Marketing and Curation for Small Business | Scoop.it
It's easier and more affordable than ever to connect activities to outcomes today, but marketers are largely dropping the ball when it comes to monitoring and improving performance. Learn how to bu...
Peg Corwin's insight:

See 5 steps to get your started with CONTENT MARKETING measurement.


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TOOLS - Content Marketing Study Suggests Most Content Marketing Doesn't Work

TOOLS - Content Marketing Study Suggests Most Content Marketing Doesn't Work | Content Marketing and Curation for Small Business | Scoop.it
Content marketing study reveals that content marketing fails to deliver positive results 80 to 90 percent of the time.
Peg Corwin's insight:

New CONTENT MARKETING TOOL


"InboundWriter’s solution to the hit or miss approach of content marketing is quite simple in theory, but until now impossible to accomplish: Predictive analytics, which allow you to drive content performance – not just gauge it like a keyword research tool does." 


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METRICS - 20 Experts Select Key Content Marketing Metrics |

METRICS - 20 Experts Select Key Content Marketing Metrics | | Content Marketing and Curation for Small Business | Scoop.it
To determine where content marketing experts place their focus, I asked twenty marketing experts to share their top four content marketing metrics.
Peg Corwin's insight:

Many reference Jay Baer's consumption metrics, sharing metrics, lead generation metrics, and sales metrics.  


Dan Blank says he has only one - caring.


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Short and Long Term Content Marketing Goals

Short and Long Term Content Marketing Goals | Content Marketing and Curation for Small Business | Scoop.it
Learn about the difference between short and long term content marketing goals and how these can be used to get the best out of your online campaigns.
Peg Corwin's insight:

Good discussion of the difference between short and long term content marketing goals, with related strategies and metrics to watch.

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Metrics - Why Your B2B Content Marketing May Not Be Working - eMarketer

Metrics - Why Your B2B Content Marketing May Not Be Working - eMarketer | Content Marketing and Curation for Small Business | Scoop.it
Business-to-business (B2B) content marketing is expanding rapidly, but an overreliance on lead generation as the main key performance indicator for content efforts has minimized appreciation for more intangible benefits, like thought leadership and brand awareness. According to a new eMarketer report, a true report card for a B2B content marketer must assign value to both tangibles and intangibles.
Peg Corwin's insight:

Metrics for content marketing are still evolving.


Quote:  "In contrast to the tangible KPIs like web traffic and sales leads, intangibles like company awareness lift (28%) or product/service awareness lift (26%) were mentioned as useful KPIs about half as often in an August 2013 survey from the Content Marketing Institute."

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One Content Metric to Rule Them All

One Content Metric to Rule Them All | Content Marketing and Curation for Small Business | Scoop.it
Let's face it: We're all pressed for time, and measuring, analyzing, and reporting the success of content marketing is time-consuming work. Here's how you can distill the performance of your content into a single metric: one metric to rule them all.
Peg Corwin's insight:

The traffic score, onpage score and social score combine to create an overall score for each piece of content, called the One Metric.  Learn how to create a Google spreadsheet to calculate them for your posts.

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ROI - 6 Measurements of Content Marketing ROI

ROI - 6 Measurements of Content Marketing ROI | Content Marketing and Curation for Small Business | Scoop.it
Content Marketing has been all the rage these past few years. We’ve heard from many speakers and influencers that content marketing is the new advertising and that “brands must become media to earn relevance”. But how do we measure its ROI and know our content isn’t just fueling some vanity metric but is actually helping our business? Continue reading →
Peg Corwin's insight:

In order to improve content marketing, we have to measure results. Here are 6 ways to measure ROI of Content Marketing:


- "Use Google Analytics to measure progress on brand awareness
- Add conversion hooks to your content
- Track conversions through Google Analytics
- Create a benchmark with a Google Adwords campaign
- Track your SEO progress through tools like Moz
- Optimize your content marketing mix with content curation"
Click for explanations and more insights.


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Inbound Marketing & SEO Report Structure

Inbound Marketing & SEO Report Structure | Content Marketing and Curation for Small Business | Scoop.it
No matter what business you are in, it's a pretty sure thing that someone is going to want to monitor how efficiently and productively you are working.
Peg Corwin's insight:

Learn about how to categorize and analyze data metrics for useful reports related to INBOUND MARKETING.


Click for examples and details.  Free template too.


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METRICS: GOOGLE Analytics for Content Marketing Success

METRICS: GOOGLE Analytics for Content Marketing Success | Content Marketing and Curation for Small Business | Scoop.it
Webpresence looks ahead to 2014 and the content marketing revolution that's set to take place. Here the analytics you need to focus on for content success!
Peg Corwin's insight:

Use GOOGLE ANALYTICS to improve your CONTENT STRATEGY. Set dates for a quarter or a half year, and then:


- Check BEHAVIOR/SITE CONTENT/ALL PAGES for unique page views of for your pages and posts. What do they have in common? Do more of this.
- Check bounce rates in the report above to see what pages are NOT holding visitors' attention. Link from there to other pages, add calls to action.
- Click SECONDARY DIMENSION:SOCIAL NETWORK for what content does best on which social platforms.
- Check ACQUISITION/REFERRALS to see who is linking to you.

This is just the start.  Click for more.


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ROI - Is Your Content Marketing a Failure? These Five Metrics Can Tell You

ROI - Is Your Content Marketing a Failure? These Five Metrics Can Tell You | Content Marketing and Curation for Small Business | Scoop.it
Metrics & ROI - What metrics can marketers track to make sure their content strategy is headed in the right direction?
Peg Corwin's insight:

Success metrics for CONTENT MARKETING are:


 - Traffic
 - Engagement
 - Social shares
 - Back links
 - Conversion rates

Click to learn how to measure each.


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METRICS - Quality Content Part 2: How To Measure Content Engagement

METRICS - Quality Content Part 2: How To Measure Content Engagement | Content Marketing and Curation for Small Business | Scoop.it
Blog post at Exploit Online Demand : For most businesses there are two types of content to focus on: content that gets a decision (service and product pages) and content that ge[..]
Peg Corwin's insight:

Here are metrics and KPIs to track:

  • "Page views
  • Number of comments
  • Trackbacks and links from other sites
  • Traffic from links
  • Likes, votes, mentions, bookmarks, etc.
  • Top social network traffic
  • Top social network shared to by content consumers
  • Average visit duration
  • Conversion goals"


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CASE STUDY - How I Built a Performant and Measurable Content Marketing Engine

CASE STUDY - How I Built a Performant and Measurable Content Marketing Engine | Content Marketing and Curation for Small Business | Scoop.it
Peg Corwin's insight:

EXCELLENT post explaining one man's process of finding prospects using CONTENT MARKETING.  The author explains his steps, names the tools he uses, and describes what he measures.


QUOTE: "The content marketing system must tie into customer relationships systems, applicant tracking systems, customer support systems or the like."


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METRICS - Three Types of Smarter Content

METRICS - Three Types of Smarter Content | Content Marketing and Curation for Small Business | Scoop.it
Their Relevance to the Content Lifecycle of being Found, Friended, Followed and Forwarded Media buyers and digital marketers are familiar with first- and third-party cookies.
Peg Corwin's insight:
3 Types of Content Are
 
  1. Content created by marketers
  2. Content created by publishers'journalists, and bloggers
  3. Content as currency


Quote:

With content in the third category, "...the objects provided by first parties are being distributed to more locations and publishers (third parties) where they first get friended and followed. Finally, the consumer (second party) forwards that content through newly provided share buttons, or in the “old fashioned” way of email, text, instant message, or private email systems like the Facebook email system or URL copy/paste into sharing and updating platforms like LinkedIn and Google+.At this phase, even more engagement is created between consumers and the brands that originally created the content, as the content, the brands and the relationships get forwarded – both literally and figuratively."


The product "Social Analyze" can "help track what content was shared, but it can also track who shared it, where they came from, and with whom they shared it."

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Two Words That Will Make You a Smarter Content Marketer

Two Words That Will Make You a Smarter Content Marketer | Content Marketing and Curation for Small Business | Scoop.it
You don't usually envision a poet engaging in a pistol duel -- let alone twenty-nine -- but that's exactly what Alexander Pushkin did. His last duel pro
Peg Corwin's insight:

Metrics make you smarter.  Find out what to test and tools to accomplish it.

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