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1、GartnerGartnerforMarketersHowtoMeasureContentMarketingin3StepsNicoleDenmanGreeneSrDirectorAnalyst1.izzyFooKuneVPAnalystDigitalmarketingleadersmustdemonstratethevalueofcontentmarketingprograms,butmanydon,tknowwheretobegin.Followthesestepstomeasureyourcontentmarketingstrategyandtoestablishitsvaluetoyo
2、urbusiness.,NicoleDenmanGreeneSrDirectorAnalyst1.izzyFooKuneVPAnalystPublished14September2021IDG00750930OverviewKeyFindings Contentmarketingisoutpacingmarketersabilitytomeasureitseffectiveness.Digitalmarketingleadersneedamorerigorousapproachwhendefiningkeysuccessmetricsforcampaignstomeasurethevaluet
3、hatcontentmarketingbringstothebusiness. Contentisconsumedthroughoutthecustomerjourney,butmarketersstruggletomeasureandoptimizetheircontentassetsacrosschannelsandcampaignstosupportcustomerdecisionmakinginthejourney. Inundatedbypotentialmetricsorlackingawarenessofhowtoleverageexistingdatamarketersfail
4、tooutlinespecificmeasurementplansthatcomplementtheircontentstrategy.RecommendationsFollowthesethreestepstomeasurecontentmarketingsvalue: Mapcontenttoyourcustomerjourney.Thishelpsyouunderstandthecontentyouhave,whereitperformsbestandhowtofocusyourfuturecontentoneffortsthatsupportcustomerandbusinessnee
5、ds. Identifytheresponseyouwantfromprospectsandcustomerstodeterminewhatmetricsareneededtoprovethevalueofyourcontentmarketing. Communicatethebusinessvalueofyourcontentmarketingeffortsbyusingkeyperformanceindicators(KPIs)thatalignwithyourorganizationsstrategicbusinessgoals.IntroductionContentinfluences
6、everystageofthecustomerjourney,someasuringcontentmarketingiscrucial.Yet,only42%ofB2Cand41%ofB2Bmarketershaveadocumentedcontentstrategy,accordingtoaContentMarketingInstitutesurvey.Lackingaclearstrategy,marketersforgomeasuringthebusinessvaluethatcontentdrivesandinsteadfocusonoperationalandtacticalmetr
7、ics.uContentmarketing,is:Theprocessandpracticeofcreating,curatingandcultivatingtext,video,images,graphics,eBooks,whitepapersandothercontentassetsthataredistributedthroughpaid,ownedandearnedmedia.Theseassetsareusedtotellstoriesthathelpbrandsbuildandnurturerelationshipswithcustomers,prospectsandothera
8、udiencestodriveawareness,generatedemand,influencepreferenceandbuildloyalty.Contentmarketingprogramsusedtofocusprimarilyonmarketingssearchengineoptimizationpractices,whichoftenemployedaquantity-over-qualityapproachtoimproveacompanysvisibilityinsearchengineresults.However,contentmarketingprogramshavee
9、volvedintoamultichannelexperienceasconsumersmovefluidlyacrosschannelsexpectinghigh-quality,relevantcontentateverytouchpoint.Todaythesemoreevolvedcontentmarketingprogramsneedaclearplantoeffectivelyreachconsumersateverypointoftheircustomerjourney.Thatcontentmarketingplanshouldconsiderwhethercontentisu
10、sedasanasset,inacampaignoraspartofanentiremarketingprogram.Theplanalsoshouldincludemetricsthatcangaugehowcontentperforms.Itsimportanttousethefollowingpreciseterminologywhendiscussinghowtomeasurecontentmarketing(seeFigure1): Contentassets:Webinars1blogposts,videosandotherassetsusedinoneormorechannels
11、. Contentmarketingcampaigns:Discrete,objective-basedmarketingactivitieswherecontentservesaspecificpurpose Contentmarketingprograms:AllthecontentmarketingactivitieswithinyourenterpriseThisresearchdemonstrateshowtomapoutacontentmarketingplanbasedonyourcustomerjourneyanddefineswaystomeasurehowyourconte
12、ntissen/ingyourmarketingstrategyandthebusiness.Figure1.TerminologyforMeasuringContentMarketingSource:GartnerAnalysisStep1:MapContenttoYourCustomerJourneyContentassetsarethebuildingblocksofyourcontentcampaignsandprograms.Asyourcustomersmovethroughthebuy,ownandadvocatestagesoftheirjourneywithyourprodu
13、cts,theyinteractwithindividualcontentassetsthattogethermakeuptheiroverallexperience.Beforeyoumeasuretheeffectivenessofthiscontent,you,llneedthefollowing:Customerjourneymap:Ablueprinttounderstandhowprospectsorcustomersconsumeyourcontentduringtheirrelationshipwithyourbrand(seeUseGartnersBuy/Own/Advoca
14、teFrameworktoMapCustomerJourneysandDeliverBetterCustomerExperiences)Contentaudit:Aninventoryofcontentyourprospectsandcustomersuseateachstageoftheirjourney(seeHowtoScope,PlanandExecuteaContentAudit)Startthisexercisewithaclearlyidentifiedtargetconsumer.Identifyhowconsumersuseyourcontentassetsastheycon
15、siderapurchase,experienceyourproductandadvocateforyourproduct(seeFigure2).Continuethiscontentmappingexerciseforeachdiscretetarget.JourneyStageFigure2.MapContenttotheCustomerJourneyContentPurposeTypeWhatstageofthejourneyareyoumappingyourcontentto?Whatisthegoalofthentet?Whattypeofcontentisit?Commonexa
16、mplesincludewhitepapers,campaignlandingpages,blogposts,images,infographicsandvideos.TopicDoesthecontenthaveacalltoaction?Whatwillyourcustomerorprospectgainfromreadingthecontent?ExampleEvaluateOnboardRecommendSource:GartnerShareinformation,IntroducetheproductorSerViCeEncourageloyalty(e.g.,sharearefer
17、ralcode) Whitepaper,Nativead Btogpost,Emailmessage,Videotutorial,CampaignlandingpageSMS Compareproductfeatures 1.earnhowtouseorinstall,ObtainareferralcodeIfyoureinthebeginningstagesofcreatingyourcontentmarketingprogram,consideraframeworkfornarrativedesignthatfocusesonmicronarrativemessaging(seeMicro
18、narrativeMessaging:CreatingandConnectingNarrativestoCustomerExperience).Asyoudevelopanunderstandingofhowyourpersonasmovethroughthecustomerjourney,youcanidentifywhereyourcontentiswell-positionedtodelivervaluetobothyourcustomersandthebusiness.Step2:IdentifytheResponseYouWantFromCustomersandProspectsYo
19、urmeasurementapproachwillbedifferentdependingonwhetheritsprimarygoalisrevenuegenerationorinfluencingawarenessandchangesinperception(seeFocusYourContentStrategyonContentObjectivestoEstablishBusinessImpactandKPIs).Content AssetsBusiness ImpactCoettnl MarMdgE)posurFigure 3. Potential Responses to Conte
20、nt MarketingDesired ResponseDirect(e.g., Sales, Leads)IndirectAdvocacy)Source:GartnerEachtimesomeoneseesyourcontentthroughoutthecustomerjourney,youvecreatedanopportunityforthatpersontorespond.Forinstance,technologybuyersviewaLinkedlnadforawhitepaperfromacompanytheywereresearchingandengagetofurtherev
21、aluatetheproduct.Anotherexampleisa66-year-oldwomanwhoreadsablogpostaboutahealthinsurancecompany,sMedicareoptions,andthenselectsanoption.Customerscanrespondtoacontentmarketingexposureinseveralways(seeFigure3): Action:Measurableactionsinresponsetocontentmarketingthatcanbetieddirectlytobusinessoutcomes
22、(e.g.,completingaleadformonacampaignlandingpageandpurchasingaproductfromablogpostscalltoactionCTA) Engagement:Measurableactionsinresponsetocontentmarketingthatindicateinterestbutcantbetieddirectlytobusinessoutcomes(e.g.,videoviews,socialsharesandscrolldepth) Perception:Responsestocontentmarketingtha
23、tmayinfluencethelikelihoodoffutureactionsorengagementsandcanbemeasuredindirectly,oftenthroughasurveyorsociallistening(e.g.,changesinawareness,considerationandperception)Contentmarketingispartscienceandpartemotion,whichaffectshowyouoperationalizeandmeasureit.Projectingaconsistentbrandnarrativeacrossc
24、hannels,managingmultiplestoriesandmeasuringtheireffectivenesswillhelpyouidentifystoriesthatresonatewithyourtargetaudience.Identifyingyourhighestperformingbrandstoriesalsowillenableyoutodeliverthestoryintherightassettypeforeachchanneltosupportamplificationandshareability.Contentalsofuelsyourmultichan
25、nelmarketingcampaigns,someasuringitfollowsafamiliarframework.Forthoroughinstructionsonhowtodemonstratetheeconomicvalueofdrivingengagementandchangesinperceptionwithcontentmarketing,seeHowtoMeasureaDigitalMarketingCampaign.Ifyourestrugglingtoidentifywhattomeasure,thenlookattheCTAsinyourcontentassets.E
26、achCTAshouldbemeasurable,whetheritsdirectingcustomerstocompleteapurchase,sharingasocialpostorspendingtimeonyoursitereadingablog.Identifytheresponseyou,reelicitingfromyourcustomersateachstepofyourjourneybyconnectingyourcontentassetstoanoutcome.IfyourCTAsarenotclear,thenrefinethemtodriveadesiredrespon
27、seandmeasuretheoutcome.MeasuringActionMostmarketerslovemeasuringaction.Itsmorestraightforwardthanotherresponsesbecauseitmeasureswhethercontentdrivesapurchaseorgeneratesalead.Anactionmetrichastwoparts:actionstakenandbusinessoutcome.Abusinessoutcomeissomethingyoudefine,typicallyaconversionactivitysuch
28、asasale,appointmentbookingorlead-formcompletion.Forexample,Martinopensanemailfromhisfavoritepetsupplystore(thefirstactiontaken)thatoffershimadiscountondogfood.Hethenclicksthroughalinkintheemailtolandonthecheck-outpage(thesecondactiontaken).Later,hebuysdogfoodusinghisdiscountcode(asalethebusinessoutc
29、ome),whichisagoodthingsincehisBerneseMountainDogeatsalotofdogfood.However,measuringcontentsdirectimpactonthebusinesscanbeimprecise.Martinmightviewvideosaboutproductfeatures,readreviews,askpeopleforrecommendationsonsocialmediaandreadbrandpostsonFacebookallbeforehereceivestheemailthatdrivestheconversi
30、on.Becauseactionmetricsoftencorrespondtoapurchase,leadformsubmissionorregistration,itseasytoattributethevalueofeachconversiontothecontentconsumedbeforeit.Butmeasuringcontentmarketingdoesntalwayshappenatthelevelofindividualassets,likeblogpostsoremails.Inmanycases,youmaymeasuretheeffectivenessofanenti
31、reprogramorcampaignthroughattributionanalysis(seeStep3).Insomecases,youmaywanttodistributethevalueofasingleconversionacrossmultiplecontentassetsorvisits.Whendoingso,useaparticipationmetrictodividecreditproportionally(seeFigure4).Thismethodprovidesmoredetaileddigitalmediameasurement.Thismethodassumes
32、marketingcampaignshaveanimpactoutsidethelastclick.Forinstance,allocatea$100dogfoodpurchasetofourdifferentcontentassetsconsumed,providingeachwith$25.Whenyouredrivingnonmonetaryvaluelikeleads,allocateproportionalcredittoeachasset(25%or0.25centstoeach).Afteramassingdataovertime,calculatetheaverageofthe
33、separticipationmetricstodeterminethevalueofeachasset.Exploreusingrule-basedattributionmethods,likethedogfoodexample,alongsidetherule-basedattributionanalysisframework(seeWhenandHowtoUseRule-BasedMarketingAttributionAnalysis).Doingsohelpsyouallocateconversioncredittocampaigns,adsandmarketingactionsth
34、roughoutthecustomersdecision-makingjourney.Figure 4. AssigningtheValueofanActiontoContentAssetsSocial PostWhite PaperBlog PostQ S口$25$25$25$0.250.250.25EmailNewsletter+=W因25=S100 Purchase0.251 Request =for InformationSource:GartnerMeasuringEngagementEngagementisanactionwithoutadirecttietoabusinessou
35、tcome.Forcontentmarketing,engagementreflectstimepeopledevotetoconsumingorendorsingyourassets.Measureengagementwhenyourcontentsdesiredactionbyauserisnotanimmediateandmeasurablepurchaseorconversion.Someexamplesinclude: Scrolldepth:Howfardownthepagedoessomeonereadyourblogpost? Videocompletionpercentage
36、:Howmuchofavideodoesyouraudiencetypicallywatch? Click-throughrate(fromsocialposts,emailnewsletters,andsoforth):Dopeoplecompleteanactionafterconsumingyourcontent? Socialsharesandcomments:Willpeopleendorseyourcontentbysharingitinsocialnetworks?Willtheyengageintheconversation?Muchofcontentmarketingfocu
37、sesonmeasuringengagement,andforgoodreason.Engagementsignalsinterestinabrandorproductandcanprovidedataforoptimizingcontentfortacticalandoperationalpurposes.Measuringengagementevaluateswhetheryourcontentisinteresting,entertainingoruseful.Ifyourcontentisn,tanyofthese,thenitwontbeeffective.Lookforthisda
38、tainyourplatformsforwebanalytics,socialmediaandcontentmarketing.AssigningValuetoEngagementNotallcontentengagementisequal.Readinga30-pagewhitepaperonacomplextopicrequiresmoreeffortandtimethanwatchinga15-secondproductvideo.Furthercomplicatingassigningvaluetoengagementisthelackofastandardforcomparingco
39、ntentengagementacrossplatforms.Consumercontentconsumptionpatternsareshifting.Afull90%ofcustomerssaythatvideoshelpthemmakepurchasedecisions.Itsamixofemotion,utilityandformfactorthatmakesconsumersmorelikelytowatchorpayattentiontoanadorotherbrandmessage.Ifsalsowhatmakesthemimpactful.Inaddition,platform
40、shavedifferentwaystotrackengagement.Insteadofcreatingnetnewadsforeveryusecaseandformfactor,brandsarereusingpartsofasinglevideoadtomeettheseconsumerneedsacrossdifferentplatforms,devicesandviewinghabits.Forexample,PepsiCoextendedtheuseofitsoriginal15-secondvideoadonYouTubeandreworkeditsaspectratiostof
41、orma15-secondsquarevideoassettofitFacebookandan8-secondportraitassetforInstagram(seeFigure5).Forthisexample,youneedtofactorinboththedurationofthevideoandthelevelofengagementbasedondesiredresponse(e.g.,view,50%,or100%completion).TheengagementonYouTubemightbemorequality/higherengagementbecausetheengag
42、ementwasdrivenbyactivesearch,versusaneight-secondInstagramadinafeedthatwasbasedonbroadertargetsegments.Althoughtheweightmayvary,regardlessofhowcustomersinteractwiththevideotheyarestillgiventheinformationneededtomovethemalongthebuyingjourney.Figure 5. PepsiAdaptsOneVideoAdforMultipleChannelsYouTubeFa
43、cebook4M Impressions15 SendsLandcape7M Impressions15 SecondsSquareInstagramSource:PepsiCo,GartneranalysisofPathmaticsdataTosolvethisissue,considerweightingengagementaccordingtopeoplesinterests.Usingyourcontentmap,identifystagesinyourcustomerjourneywherecontentengagementisyourobjective.Listthoseasset
44、sandapproximatethevalueofeachactionaccordingtothetimepeoplespendwithspecificcontenttypes(seeTable1).Ifittakesmoretimetoconsumecontent,thengiveitagreaterweighttoaccountforhowcustomersandprospectsusetheirtime.Besuretoaccountforthefactthata30-minutewebinaranda15-secondvideoonFacebookmaybothresultinthes
45、amedesiredconsumerresponse.Refertoyourcustomerjourneymappinganddesiredresponseasyoucompletethisweightingexercise.Intheabsenceofasophisticatedcausalstudyofyourbrandsusers,thisprinciplegivesyouabaselinetousetodeterminethevalueofengagement.SeeHowtoMeasureaDigitalMarketingCampaignformoreinformationabout
46、howtoweightengagementvalue.Table1:ExampleEngagementWeights0.1x0.5x1.0xWebinarJoinswebinarCompleteswebinarStaysthroughQ&A,asksquestionsVideoViewStart50%complete100%completeBlogPostAccessesblogpost50%scrolldepth100%scrolldepthFacebookPostImpressionLikeShareMeasuringPerceptionMarketersuseperceptionmetr
47、icstomeasuretheimpactofaggregateexposuretocontent.Ifsunlikelythatyouduseperceptionmetricstoevaluateeachcontentasset.Inmostcases,youllmeasureperceptionattheleveloflargercampaignsortheentirecontentmarketingprogram.Themessage,mediacoverageandfrequencyofexposureallaccountforchangesinperception.Typically
48、,perceptionmetricsfocusonprospectsengagedwiththeearlierstagesofyourcustomerjourney,evaluatinghowpeopleperceiveyourbrandorproductwhiletheyregettingstartedintheprocess.Studiesalsoshouldincludeexistingcustomersforinsightintotheownerandadvocatephasesofthecustomerjourney.Marketersmeasureperceptionusingindirectmethodssuchassurveys,brandedsearchesandsocialmentions.Surveysmeasurethebrandliftresultingfromcampaigns,particularlythosethatlaunchn
