The ROI of Content: A #CMWorld Chat Michael Brenner

March 8, 2016 Kim Borden

CaptureIs there a formula for measuring the ROI of content marketing? What is the best way to report on success? Michael Brenner joined us to answer these questions and many others in our recent #CMWorld Twitter chat about the ROI of content.

Hear more from Michael by reading his posts on Content Marketing Institute or seeing him speak at Content Marketing World. BLOG100 saves $100 off of current rates!

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Q1: When measuring the ROI of content, should you report on the entire program or each piece of content? #CMWorld 

A1: Goal of #contentmarketing is to attract, engage, convert. Not “viral” content. Measure results from the entire program #cmworld

@BrennerMichael

+1. Underdog that turned into the best basketball player on the planet. #CMWorld https://twitter.com/dshiao/status/704713498358587392

@ToddPatton

A1: It’s easier to design incremental change for each piece, but you need a program-wide direction too. #OptimizeEverything #cmworld

@AndreaFryrear

A1: Report on both to find out what pieces of content contributed most to achieving the overall goal #CMWorld

@5FifthStory

A1) When measuring ROI of content, you should measure both the individual pieces as well as the whole program. #cmworld

@martinjason

A1: The overall program should have a connection back to business goals…*that’s* what should be measured, not vanity metrics. #CMWorld

@mikemyers614

A1. Measure ALL results. It’s important to look at each piece of content to evaluate how they performed individually #CMWorld

@torriegundersen

A1: Both. Each piece of content is part of the puzzle so you want them to perform well individually as well as all together. #cmworld

@netvantage

MT @mikemyers614 A1: The overall program should have a connection back to business goals…*that’s* what should be measured. #cmworld

@mo_flow

A1 Forest from the trees: I’d report on the ROI of the overall program #cmworld

@dshiao

I love what @jayacunzo says: when something works don’t do more like it, do more WITH it. #cmworld

@AndreaFryrear

@CMIContent I would report on the entire program but take note of the performance of each piece of content @Cooperatize #CMWorld

@ShoT_Tr3s

@CMIContent analytics of each section should be considered with overall report #CMWorld

@vypul

A1: Both are important. Look at what performed best but also look at the big picture #CMWorld

@BankSmartKATE

A1: I’ll keep it simple with this one: Both. #CMWorld https://twitter.com/CMIContent/status/704714083149320192

@ToddPatton

@AndreaFryrear that @jayacunzo is an “odd bird” but he’s definitely a smart one :) #cmworld

@CMIContent

@mikemyers614 I don’t know… those vanity metrics need to be measured, too! They make things pretty, give the base to build #CMWorld

@lttlewys

@CMIContent I’ve reduced my intake of cold brewed #cbuscoffee dramatically w/no drastic consequences. #CMWorld https://t.co/CiF1wKdePa

@bendgibbons

@CMIContent A1: Good to have info for both – need to understand how the pieces that make up the whole perform #CMWorld

@atxcopywriter

A1: Both are equally important. Reporting the program measures success, reporting each piece of content shows how you achieved it. #CMWorld

@ContentCouncil

A1 Report on both: The overall success/failure, but also the trends revealed by looking at individual pieces. #cmworld

@martinlieberman

A1) The entire programme highlighting the successful pieces. #cmworld

@Liliholl

@ToddPatton I agree it’s both but have seen too many reports just showing top posts. #cmworld

@BrennerMichael

A1b: Evaluate indv. tactics for improving future tactics but don’t share likes, follows unless you want to be evaluated by them. #CMWorld

@mikemyers614

A1: I do both, to make sure individual pieces work within the context of the larger program. #CMWorld

@webmastergirl

@BrennerMichael @CMIContent Would you highlight trends in engagement, like say video outperforming articles or what topic is king? #CMworld

@Vruno

A1 Both are important! This is why I prefer a multi-touch attribution model. #CMworld https://twitter.com/CMIContent/status/704714083149320192

@SFerika

A1. Both! All the time. But just the metrics that really matters. #CMWorld

@BjornOwenGlad

A1: Both. See how each piece is working along the way, but track the campaign as it leads towards biz goals #CMWorld https://twitter.com/CMIContent/status/704714083149320192

@amywhiggins

@lttlewys Good point. Know what works, but don’t ‘advertise’ that level of detail unless you want to be evaluated by them. #CMWorld

@mikemyers614

@CMIContent A1 Ideally both. Nice to see which individ pieces do well/not well, so you can adjust future content accordingly. #CMWorld

@tweetcargo

@Serious_Vanity Exactly! #CMWorld

@torriegundersen

BOOM @ContentCouncil! Love this. #cmworld

@Serious_Vanity

If your goal is attracting users to your landing page, a thousand views of a goat video isn’t a win #CMWorld https://twitter.com/BrennerMichael/status/704714260304236545

@UXcelsior

A1: Both. Think of it like “painting by numbers” – you don’t want to leave any pieces unfinished; carefully complete each section #CMWorld

@hkovs

@BrennerMichael Indeed! Important to adjust & pivot content that doesn’t perform well. #CMWorld

@ToddPatton

I’d say each piece of content, but always in relation to the big pic of the campaign #CMWorld https://twitter.com/cmicontent/status/704714083149320192

@BPucino

A1 You need to measure & analyze all results of your content – individually & as a whole #cmworld

@Cait_Waters

Q2: Can there really be a formula for tracking the ROI of content? If so, what is it? #CMWorld

@Vruno @CMIContent Yes! Look for the trends of what is driving results. But there is rarely ROI on one piece of content #cmworld

@BrennerMichael

A1. Need to measure by channel performance as well. #CMWorld

@av8r2000

@hkovs Great analogy! #CMWorld

@torriegundersen

Exactly. Why didn’t I just say that? Totally agree, Amy. #CMWorld https://twitter.com/amywhiggins/status/704715562279165952

@mikemyers614

@amywhiggins @mikemyers614 @lttlewys Absolutely. Top posts, topics, types is good for you. Not execs #cmworld

@BrennerMichael

@mikemyers614 Ahhh yes, vanity metrics. Key for some brands. Irrelevant for others. #CMWorld

@CrowdContent

@BrennerMichael It’s like trying to say what’s the ROI of a date. Instead measure the relationship cc @Vruno @CMIContent #cmworld

@amywhiggins

A1 Report on each piece, as significant performance could affect or create an entirely new program #cmworld

@JXB1Social

A1 I’d track each piece to put into a larger report later, but the big picture is what achieves the goals. #cmworld Don’t overload ppl :)

@LUCYrk78

@Vruno @BrennerMichael It’s good to track as much as you can. Trends in how your content, wording, graphics, channel are important #cmworld

@ScottLum

MT @BrennerMichael: Look for the trends of what is driving results. But there is rarely ROI on one piece of content #cmworld

@lindadessau

A2: My free gift: Here’s 10 Formulas anyone can use to measure #ContentMarketing ROI: http://ow.ly/YVPSc #cmworld

@BrennerMichael

@amywhiggins @mikemyers614 It’s all in the details 😉 #CMWorld

@lttlewys

@M2Franz @CMIContent How do you measure your contributed articles from a campaign? #CMWorld

@MissAleCristina

A2: I think without some sort of formula for tracking ROI it becomes apples to oranges. #CMWorld

@MaureenOnPoint

Agreed! @coyotelogistics #CMWorld

@JXB1Social

@CrowdContent Strange, but true. #CMWorld

@mikemyers614

A1: Lean toward the whole program, however specific pieces on certain platforms may merit more attention. #CMWorld

@bendgibbons

A2: I think producing great content = success, but people tend to want more detail than that :) #cmworld

@AndreaFryrear

@lindadessau I know. Thanks a lot, March 1. 😉 #CMWorld

@tweetcargo

A2: Start by identifying how much is wasted on content your company never uses. what do you spend on ads because you don’t rank #cmworld

@BrennerMichael

A1: You report on how each piece of content helps reach the objectives/goals in the complete project #CMWorld https://t.co/QgzCMOlByy

@Mr_McFly

A2: Yes, but what formula it is depends on the goals you have for the content. #cmworld

@netvantage

A1) Any content marketing campaign is like a jigsaw, each piece matters & tracking them is essential. #cmworld

@Liliholl

A1: Both as you need to know which did better. #cmworld

@ideakid88

A2: Subscribers are 10x more likely to convert to leads, sales. So my favorite formula for ROI is the value of subscribers #cmworld

@BrennerMichael

A2 Before talking math (formula), define the end goal. Is it: revenue, loyalty, engagement, donors, etc. #cmworld

@dshiao

A2) Content can be the most difficult entity to track, yet the most important to create. Presents a conundrum when a CEO wants data #cmworld

@martinjason

@CMIContent A2: I don’t know about formula. But more data + increasingly sophisticated tech to analyze data makes it more in reach #CMWorld

@atxcopywriter

A2b: Formula of ROI needs to depend on your goals. For us it’s awareness + conversion + source. Then we build our attribution. #CMWorld

@MaureenOnPoint

A2: The formula you use will depend on your goals. What are you trying to accomplish with your content? #CMWorld

@ExpWriters

Great point! There always seem to be extra content laying around #CMWorld https://twitter.com/BrennerMichael/status/704716052073222144

@torriegundersen

A2: “mid-stage” offers, e-guides, white papers are important too. Produce an “Ultimate Guide” or “Buyer’s Guide” to drive leads #cmworld

@BrennerMichael

A2b: You can measure engagement, traffic, conversions, social shares, etc. #CMWorld

@ExpWriters

A2 Why do something if you can’t track ROI/benefits?! ROI differs per goal, but it’s always trackable. #cmworld

@LUCYrk78

@BrennerMichael Great cheat sheet! Google Analytics can also be a great help in figuring out this information. #cmworld

@BFMweb

A2: Like the business goals they support, each #brand must define its own ROI, what works for you may not work for me. #CMWorld

@mikemyers614

A2: Tools like @bizible change the way content is tracked & help businesses make better decisions. #CMWorld https://twitter.com/CMIContent/status/704715598895263744

@ToddPatton

a2 – after minus before divided by investment – imperfect, but is there better? #cmworld

@T4Leonard

@amywhiggins Eliminating content waste is almost always the easiest path to ROI #cmworld

@BrennerMichael

@CMIContent Excellent! Well it’s one of my favorites too! I love #CMWorld

@MaureenOnPoint

@martinjason The struggle is real #CMWorld

@torriegundersen

A2 pt 2 Its also helpful to continue to take a look back – just because a piece is 2 months old doesn’t mean it’s stopped producing #cmworld

@M2Franz

A2: Is there one universal formula? No. Can you track & measure all steps that lead to a sale? Yes. #CMWorld https://t.co/xfdrLUbUWf

@Mr_McFly

@martinjason Great answer. There is much to learn from the individual pieces, as well as the whole #CMWorld

@kkopacz1

A2: Agree with this. Track metrics that evaluate progress towards your specific KPIs #CMworld https://twitter.com/dshiao/status/704716189315031041

@UXcelsior

@torriegundersen @martinjason So real. #CMWorld

@mikemyers614

@lindadessau @BrennerMichael Or at least it’s VERY difficult to accurately track #CMWorld

@atxcopywriter

@dshiao Agreed, diff groups will have diff goals depending on their charter. Know where you want to get first & work back #cmworld

@ScottLum

A2: If a piece of content helps one customer, one potential recruit, one site visitor, we count it as a win. Quality > Quantity #CMWorld

@CoyoteLogistics

Yes, deciding what your #content is *for* to begin with is the key. #CMWorld https://twitter.com/amywhiggins/status/704716696171388928

@mikemyers614

@ExpWriters Great minds think alike! #CMWorld

@netvantage

Dear @LUCYrk78,See GIF. Sincerely yours, Me #CMWorld https://t.co/q3Tpev0b1B

@Mr_McFly

@amywhiggins Re-purpose, re-use, recycle. It’s my favorite secret to success #cmworld

@BrennerMichael

@ToddPatton Similarly, @kapost can give you a picture of how your content is affecting your lead flow #CMworld

@SFerika

There’s no cookie-cutter formula for measuring content ROI. #CMWorld https://twitter.com/mikemyers614/status/704716491627880448

@CrowdContent

Q3: Before you can measure the impact of your content, are there other things you need to do first? #CMWorld

@mikemyers614 Ask the 5 WHYs first, right? #cmworld

@amywhiggins

A2: Doesn’t it always depend on specific outcomes content marketing is working to that need to be agreed upon? #CMWorld

@palkoviz

You know what I like :) #CMWorld https://twitter.com/mr_mcfly/status/704717030939881472

@LUCYrk78

@amywhiggins You betcha! #CMWorld

@mikemyers614

A2 It depends on your goal for the content. A landing page likely has a different goal than a blog post. #CMWorld

@DudaMobile

It’s shocking how often objectives for content are not defined upfront! How can you know if it worked? #CMworld https://twitter.com/mikemyers614/status/704716898278236160

@SFerika

Dear #CMWorld If you haven’t already taken this poll, please do so to help out a friend. https://twitter.com/Yanique_YKMD/status/703302647793586176

@Mr_McFly

For someone like me who is looking to earn $$$ through affiliate links, click thru + sales = success! #cmworld https://twitter.com/Liliholl/status/704716864841191429

@suddenlyfrugal

A2: At the end of last quarter, we delved deep into @GoogleAnalytics to look at how each piece of content did, really interesting #CmWorld

@hkovs

A2 You can get ideas for content metrics by reading old books on mail order marketing #cmworld

@PatrickHayslett

A3: Before measuring impact of content, do your research. Is this a topic your market is talking about? What do they search for? #CMWorld

@MaureenOnPoint

A2) I found that how we measured our programs success changed over time as more sophisticated tools became available #cmworld

@ScottLum

We also like to compost, but aspire that our content is always evergreen :-) #cmworld https://twitter.com/amywhiggins/status/704716881421168641

@dshiao

@BFMweb @ExpWriters Completely agree! #CMWorld

@DudaMobile

A3: If you haven’t done so, document your #contentmarketing strategy. It can’t just be in your head. #CMWorld

@mikemyers614

@CMIContent Check if the content will make impact.. #CMWorld

@vypul

A3) Know your audience + how they react to different types of content. Just test until you figure out what they like! #CMWorld

@torriegundersen

A3: Have the tools in place to do the measuring? #cmworld https://twitter.com/CMIContent/status/704717112070115330

@suddenlyfrugal

Bookmark this! #CMWorld https://twitter.com/BrennerMichael/status/704717420615733248

@CMIContent

@SFerika “But we have to get something out there!” #CMWorld

@mikemyers614

@Mr_McFly Pshaw! Don’t even, Gary! @SFerika #CMWorld

@lttlewys

A3 Strategic plan w/ KPIs/goals/desired outcome/team assignments-> LISTEN to know what content to create. #cmworld https://twitter.com/CMIContent/status/704717112070115330

@LUCYrk78

A3) Before you can measure your content, you should be sure it’s written to WIIFM mode for your audience. Relevancy! #CMWorld

@martinjason

A3: Before you can measure the impact of your content, you must consider the reasons why you are creating it. #CMWorld

@BFMweb

@dshiao Well said Dennis! #CMWorld

@amywhiggins

@CMIContent A3: Define goals. Have to know what success is before you can measure it #CMWorld

@atxcopywriter

@torriegundersen I struggle with this one. Isolating the right content for the right place in the funnel feels like a maze #cmworld

@MaureenOnPoint

A2) When we first launched we used vanity metrics but later added marketing automation, paid social, ABM, etc to track to leads #cmworld

@ScottLum

#ContentMarketing has a purpose. If you don’t know what yours is…maybe you’re not ready to write anything yet. Just saying. #cmworld

@AndreaFryrear

A3: Know who you’re creating your content for BEFORE you start writing. #CMWorld

@ExpWriters

@CMIContent hello luv! #CMWorld

@LUCYrk78

A3: Set goals before you create any content. Make sure the content is tailored to your customer personas. #CMWorld https://twitter.com/CMIContent/status/704717112070115330

@ToddPatton

“Just do it” is a great brand slogan for @Nike but not such a great motto for #contentmarketing. Agreed. #CMworld https://twitter.com/mikemyers614/status/704717605031055360

@SFerika

A3: You need to know your audience. What pain points do they have? What are they thirsty for? That’s should be your first step. #CMWorld

@DudaMobile

A3 Measuring the impact of your content should done in real-time to begin with – but know your audience & where they are online #cmworld

@Cait_Waters

A2: That is like asking if silver bullet 4 climate change. Content ROI is like an amoeba; just when you have it, it splits in two. #cmworld

@ideakid88

A3b Make sure your content serves your goals. Do the pieces roll up to larger concepts that drive to product or service? #CMWorld

@MaureenOnPoint

HA! So true :) #cmworld https://twitter.com/SFerika/status/704717831653339136

@LUCYrk78

@ScottLum What do you measure on now? #CMWorld

@atxcopywriter

@SFerika Sometimes I feel some metrics are really just for the stakeholders… who may not know why they do it #CMWorld

@palkoviz

@netvantage Yes! :) #CMWorld

@ExpWriters

A3) Define goals. Define audience. Create content targeted to that audience. #CMWorld

@serinlan

A2 Content Marketing formula includes social referrals & engagement, lead generation, inbound links, sales, time spent on-site #cmworld

@kkopacz1

@LUCYrk78 *listen*<–so important! #CMWorld

@torriegundersen

A3 Before you can measure impact of your content, first make sure you have significant enough distribution for valid results #cmworld

@PatrickHayslett

#CMWorld A3 haven’t seen mentioned yet – to measure content impact, you first need to understand what defines YOUR success. clicks? leads?

@andrew_peron

Love this! #CMWorld https://twitter.com/DudaMobile/status/704717871419555840

@martinjason

@MaureenOnPoint Yes! Don’t create content just for the sake of creating content. #cmworld

@netvantage

I think yes, but that specific formula depends upon the main objective of the campaign #CMWorld https://twitter.com/cmicontent/status/704715598895263744

@BPucino

A3: Let’s go to GW Bush for the answer to this question…#CMWorld https://t.co/ABZMuPMVXF

@Mr_McFly

@palkoviz @SFerika Sometimes I feel like you’re right. But maybe we’re pulling the wrong metrics? #CMWorld

@MaureenOnPoint

@CMIContent @BrennerMichael How to differentiate between objective & goal of content marketing? Are they different? #CMWorld

@vypul

A3) I would define what Impact means for the company & that would turn into objectives. #cmworld

@Liliholl

@DudaMobile Yes! Big part of #contentmarketing strategy! #CMWorld

@mikemyers614

A3) Test your plan. You really don’t know the impact something can have if it’s lost in the ethers. #cmworld

@Serious_Vanity

@lttlewys I already done did it, Brandie! :-P!!!cc: @SFerika #CMWorld

@Mr_McFly

A1. It depends on what you are focusing on in the report but you should report on both. #CMWorld

@village_print

@MaureenOnPoint I feel ya! But, it pays off in the end :) #CMWorld

@torriegundersen

@ScottLum Oops, just saw that you already answered :) #CMWorld

@atxcopywriter

Right. If no traffic, no data to measure! #cmworld https://twitter.com/PatrickHayslett/status/704718089494077448

@martinjason

A3: Connect with readers to find out how your content immediately helped, then reconnect over time for long-term impact. #CMWorld

@CoyoteLogistics

@DudaMobile Was just writing a tweet to you about your answer to this same question! #CMworld

@ToddPatton

@atxcopywriter The focus is on delivering MQLs to sales. But we have a customer journey map that has our content along the line #cmworld

@ScottLum

Q4: How do we find the budget for content marketing? #CMWorld

@SFerika @palkoviz That problem KILLS me. Silos are so 1991. We can do better, Marketing departments. #CMWorld

@MaureenOnPoint

@netvantage @MaureenOnPoint Such an important point! Also important, you are creating content for people, not for yourself. #cmworld

@BFMweb

@ToddPatton I want to like this tweet a million times! It boggles my mind that ppl/companies still don’t get this! #CMWorld

@torriegundersen

A3: All jokes aside, What is the final mission? What is the plan to get there? Ask these questions before content creation. #CMWorld

@Mr_McFly

@MaureenOnPoint Well stated! Only track what is important to your company. Ex. Conversion means something different for everyone #cmworld

@kkopacz1

A2: (TR – TC)/TC = ROI of Marketing…Right? What else is there? #CMWorld

@billcush

A4: Look under the couch cushions? #cmworld

@AndreaFryrear

A4: Win the lottery? Marry rich? Find a secret treasure map? #cmworld

@amywhiggins

@AndreaFryrear haha! #cmworld

@BrennerMichael

A4: Most bigger companies have media budgets…make your case for even a small part of that, prove you’re worth it! #CMWorld

@mikemyers614

whoa…I am way behind…. #CMWorld

@billcush

MT @MaureenOnPoint: A2b: Formula of ROI needs to depend on your goals. For us it’s awareness + conversion + source then attribution #CMWorld

@renepower

Agree. Start with the “Why?”… #CMworld https://twitter.com/LUCYrk78/status/704717658999009280

@SFerika

@ScottLum @atxcopywriter That’s excellent, Scott. How long did it take to create the customer journey map? #cmworld

@dshiao

A4: Find budget by compiling great stats showing how it’s helped your competitors. Show the plan for success. #CMWorld

@MaureenOnPoint

@PatrickHayslett Yep, that 75% ctr for a list of 12 only proves so much. There’s usually more context than meets the eye. #CMWorld

@tsledzik

@amywhiggins @SFerika @MaureenOnPoint so I keep on learning 😉 #cmworld

@palkoviz

A4 When putting together your yearly budget, account for what you expect to need to do based on objectives by month. #cmworld

@LUCYrk78

@CMIContent A3 Research your audience, develop personas, align content. What do they like/dislike/need/want/pain points, etc. #CMWorld

@tweetcargo

Just because silos are typically done badly doesn’t mean they can’t be effective. #cmworld

@PatrickHayslett

@BFMweb @MaureenOnPoint Create content for people, not yourself, but kind of for #Google. :) #CMWorld

@netvantage

@AndreaFryrear be sure to share some of that extra cash you find :) #cmworld

@CMIContent

@kkopacz1 Yup! I think we need to remember that one metric won’t do it. It’s called a customer journey for a reason! #cmworld

@MaureenOnPoint

A4 always ask for more budget than you think you need. You’ll need it. #cmworld

@LUCYrk78

A4 Demonstrate small wins with limited budget, then use results to ask for more budget #cmworld

@dshiao

A4: Often times, marketers must find a way to do more with less. #CMWorld https://twitter.com/CMIContent/status/704718622594183168

@ToddPatton

A4: As with any budget, you need buy-in from the decision makers. They need to understand #contentmarketing’s importance #CMWorld

@Mr_McFly

@CMIContent A4) There’s always money in the banana stand #CMWorld (Or, test & prove value)

@AndyVale

@BrennerMichael Definitely! If you are providing value to your customers, the results will follow. #cmworld

@BFMweb

A4: Maybe we don’t “find” the budget….maybe we “make” the budget……. from past successes. #CMWorld

@billcush

A4: Or launch a low-risk content pilot, then extrapolate from hard data how much more awesome it would do with $$ behind it. #cmworld

@AndreaFryrear

A3: You need a plan for that #content. (purpose, expectations, etc.) #CMWorld

@bendgibbons

A4: Content Marketing can be as easy as one of your employees taking the time to write a blog post. You can tailor it to any budget #CMWorld

@thebbsagency

A4: Prove that content marketing is marketing. Hence marketing budget. Don’t use strange words if not necessary #CMWorld

@palkoviz

Removing numbers from context is always bad. Either a mistake, or a deliberate manipulation #cmworld https://twitter.com/tsledzik/status/704719000949944321

@PatrickHayslett

A4: Smaller companies typically have an ad budget…make your case for even a small part of that, prove you’re worth it! #CMWorld

@mikemyers614

A4 We can start by looking at channels that are underperforming, reallocating those resources. #CMworld https://twitter.com/CMIContent/status/704718622594183168

@SFerika

A4: OY. Question of the century. Get creative & don’t assume you’ll have a cushy budget. Identify target areas & how $$ would help #CMWorld

@hkovs

@AndyVale Arrested Development. Nice! #cmworld

@CMIContent

A4: Content marketing should be part of your marketing plan, budget gets built into the overall plan then pulled out #CMWorld

@lttlewys

Good point! #CMWorld http://twitter.com/mikemyers614/status/704718893290491904

@JXB1Social

A4: Use previous content marketing work to show the benefits. Data can be very convincing. #cmworld

@netvantage

I don’t know if “we” are the ones that need to find it, but educating decision makers on how important it is helps them do it. #cmworld

@Serious_Vanity

@PatrickHayslett It can serve as a good sanity check, but still frustrating #cmworld

@palkoviz

@netvantage @BFMweb Frustrating to see arbitrary content in the world, but I get why. It’s hard to map all of it. Good mktg is hard #cmworld

@MaureenOnPoint

A4 “Shortcuts” can help: find an executive sponsor who already believes in the impact that content can have #cmworld

@dshiao

Q3: To emphasize: content in itself doesn’t work. You do. One article. book. tweet. Written, promoted right=impact=ROI. Not=flop. #cmworld

@ShakirahDawud

yes! I make a budget based on each department’s plans/goals, then see how I’ll support it. #cmworld https://twitter.com/Mr_McFly/status/704719148610363392

@LUCYrk78

@CMIContent @SFerika @palkoviz If marketing metrics &success isn’t across the channels its impossible to track the customer journey #CMWorld

@MaureenOnPoint

@netvantage Our #cmworld answers indicate that we think alike :-)

@dshiao

@dshiao @atxcopywriter My manager was a savant. She developed the customer journey map in a couple of weeks #cmworld

@ScottLum

A4: Use your creativity & handwork to make up for a lack of a budget. #CMWorld

@ToddPatton

@netvantage yes very true :) #CMWorld

@BFMweb

@ToddPatton that sounds exhausting 😉 #cmworld

@BrennerMichael

@ToddPatton In case of empty couch cushions this is an excellent backup plan :) #cmworld

@AndreaFryrear

I WILL say, it’s very easy to work with no budget. Be creative, work with deepened relationships. Grow WITH partners. #cmworld

@LUCYrk78

@MaureenOnPoint @palkoviz @SFerika You have some that do? :) #CMWorld

@mikemyers614

Success isn’t always what it seems w/ metrics. If a lead gen campaign breaks even, is that good? #cmworld

@PatrickHayslett

A3. Research is very important in this process b/c you want to make sure you are targeting relevant trending topics. #CMWorld

@village_print

@dshiao Shows how smart we are. :) #CMWorld

@netvantage

A4) You make the case for budget 4 content marketing by explaining that content draws interest to your calls-to-action (sales, etc) #cmworld

@martinjason

@JS_insidepitch Don’t threaten us with a good time, Jeff. #CMWorld

@TheKyleMurray

@netvantage @BFMweb ABSOLUTELY. But Google keeps getting better at understanding user intent. So that will be one in the same. #CMWorld

@MaureenOnPoint

According to direct response thinking, it’s bad. Lead gen should be slightly in the red or you lose too much on repeat sales #cmworld

@PatrickHayslett

@ToddPatton So much yes! This is how we do it 🎶 #CMWorld

@hkovs

@LUCYrk78 @giphy :) #cmworld

@ideakid88

A4: Without buy-in from the decision makers, you don’t get this. #CMWorld https://t.co/LpJbek6qRZ

@Mr_McFly

@SFerika That’s a great place to start! #CMWorld

@torriegundersen

@BrennerMichael Haha right? #CMWorld

@ToddPatton

@netvantage @BFMweb @MaureenOnPoint Yep – create content for people that’s also optimized for Google. Possible to do both #CMWorld

@atxcopywriter

Q4: It doesn’t cost much to produce most content internally, if you have the resources. Promoting it is where $$ goes #cmworld

@ShakirahDawud

A4 Content is the new marketing. Whether that’s a newsletter or a landing page. You need content to connect with people #CMWorld

@arielrule

@av8r2000 wish it wasn’t that difficult, right? #cmworld

@CMIContent

Q5: At what point should you measure the ROI of your content? Do you wait so it can make an impact? #CMWorld

A4: I also like to ask execs to imagine they could show up first in Google for the most important terms w/ limited investment #cmworld

@BrennerMichael

A4 Content marketing doesn’t require incremental budget. Borrow Budget From Underperforming Digital Content #cmworld

@kkopacz1

@palkoviz @CMIContent @SFerika It’s true. I’ve seen it at both sizes! #CMWorld

@MaureenOnPoint

Agreed. Company size is not a good (valid) excuse for inability/ability to measure content results! #CMworld https://twitter.com/palkoviz/status/704719819644526592

@SFerika

A4:For certain clients, it’s entirely content marketing. From there it’s figuring out how to split it up time-wise. #CMWorld

@JS_insidepitch

A5: Content marketing is a commitment not a campaign #cmworld

@BrennerMichael

@mikemyers614 @palkoviz @SFerika I have to admit, I’m incredibly lucky to work in a company full of marketers. They GET IT. #CMWorld

@MaureenOnPoint

@AndreaFryrear Content marketing is such a long game. Hard to show progress if you’re not committing fully #CMWorld

@atxcopywriter

A5: (inside baseball answer) Measure from day one, share when it looks good. :) #CMWorld

@mikemyers614

A4: Content marketing needs to be part of your plan. It’s essential, so you should make a space for it within your budget. #CMWorld

@ExpWriters

A5 I measure constantly. Without measuring, you don’t know what’s working or what needs to be adjusted. #cmworld https://twitter.com/CMIContent/status/704720128978481152

@LUCYrk78

Yes yes yes! #CMWorld https://twitter.com/BrennerMichael/status/704720293902819329

@CMIContent

A5: The ROI should be measured multiple times since it isn’t static. #cmworld

@netvantage

A5: It takes time, so set expectations. Google can take 4-5 months to see content marketing sites as authorities. #cmworld

@BrennerMichael

Tweet of the day! #CMWorld https://twitter.com/BrennerMichael/status/704720293902819329

@amywhiggins

Boom. #CMWorld https://twitter.com/BrennerMichael/status/704720293902819329

@mikemyers614

A5) I will say that in building a brand, patience is absolutely key at the beginning. You have to establish reach b4 an impact. #CMWorld

@TheKyleMurray

A5) Stages. You should know at the time of creation that you’re not wasting resources. #cmworld

@Serious_Vanity

A5 If you start measuring on Day 1, you may just see the fabled hockey stick :-) #cmworld

@dshiao

A5: Seeing the ROI of content can be so muddy. If it’s in the marketing nurture process, measuring is clear when a deal closes. #CMWorld

@MaureenOnPoint

A5: Measure often so you can see how everything is performing. Don’t just check it once then forget about it. #CMWorld

@ExpWriters

Q5: Don’t measure ROI at first. Instead measure how far along, whether still on track. Changes? Start from there, measure again #cmworld

@ShakirahDawud

@CMIContent It depends on the kind of content, goal, target audience. In real time marketing, I expect immediate results #CMWorld

@AnalytiCat

A4. @kkopacz1 well said! Content marketing doesn’t need incremental budget, it requires passion, creativity & personality. #cmworld

@eksays

@mikemyers614 It’s like you can see inside the spreadsheets on my computer :) #cmworld

@AndreaFryrear

@torriegundersen @JS_insidepitch me TOO. #cmworld

@LUCYrk78

A5: Have set dates to measure – 1 day out, 1 week out, 1 month out, 6 mos out etc. Sometimes the impact takes time #CMWorld

@BankSmartKATE

@thebbsagency Not sure I agree – you have to commit if you want to get anywhere with it #CMWorld

@atxcopywriter

@AndreaFryrear Ha! BTW, it looks like column D is the same as E. :) #CMWorld

@mikemyers614

@JS_insidepitch I couldn’t image what that would be like. What selflessness. Thank you for being such a dear friend to them! #cmworld

@M2Franz

Does your content have a call to action? Hard to measure results if you don’t ask for something to be done #cmworld

@PatrickHayslett

@BankSmartKATE This is a great tip, Katelin! It’s good to have a schedule like this as a reminder. #CMWorld

@ExpWriters

A4. You go straight into the cabin of CEO & show him the vast repertoire of content which will help & ask #CMWorld https://twitter.com/cmicontent/status/704718622594183168

@vivektweetsso

@CrowdContent @Mr_McFly Seconded! #CMWorld

@ShakirahDawud

Ha yes! #CMWorld https://twitter.com/mikemyers614/status/704720336261087236

@torriegundersen

@LUCYrk78 Amen Lucy! #CMWorld

@JS_insidepitch

@palkoviz “Don’t use strange words if not necessary” = good life advice in all contexts. #CMWorld

@atxcopywriter

@PatrickHayslett So true! A good call to action is a must! #CMWorld

@ExpWriters

@Serious_Vanity so very true #cmworld

@CMIContent

A4: Ask this “Do you want to be content with marketing?” Then say: “No budget, no content, #cmworld

@ideakid88

A5: A/B testing to the point of statistical significance is always advisable along the content journey. #CMWorld https://twitter.com/CMIContent/status/704720128978481152

@ToddPatton

@mikemyers614 Love that Mike! #CMWorld

@JS_insidepitch

A1. Report on the overall marketing campaign to determine ROI. Report on each piece for continuous improvement. #cmworld

@todcordill

@JS_insidepitch Thanks, Jeff! #CMWorld

@mikemyers614

A5 I agree. Measure constantly, but don’t make course changes too quickly. #CMWorld https://twitter.com/LUCYrk78/status/704720465613320193

@MichaelDFCI

@PatrickHayslett Sometimes u don’t need a clearly defined CTA. But did the reader do what you wanted them to do? Click/share/engage #cmworld

@amywhiggins

How do you know what progress you’re making if you don’t keep track. Good advice. #CMWorld https://twitter.com/JS_insidepitch/status/704720837107056640

@TheKyleMurray

A5) Some things can be measured right away to see if your content is on track. Others like MQLs may take months to develop #cmworld

@ScottLum

True, but a lack of budget isn’t a reason to ignore it completely. A simple blog is better than nothing. #CMWorld https://twitter.com/atxcopywriter/status/704720791829524481

@thebbsagency

@atxcopywriter I think I did steal it from Graham Greene 😉 #CMWorld

@palkoviz

Depends – If what you’re doing is alienating people, I’d make a course change very quickly…. #cmworld https://twitter.com/MichaelDFCI/status/704721032578514944

@LUCYrk78

A5: I think you can measure ROI on some content, not all. Big pieces of content, but not individual blog posts, for example? #CMWorld

@billcush

A5: Also when you measure from day 1 you can say things like “improved 2500%” month over month :) #cmworld

@AndreaFryrear

Amen. Times 100! #CMWorld https://twitter.com/BrennerMichael/status/704720293902819329

@MichaelDFCI

@SusynEliseDuris @CMIContent Hi Sue! Congrats in advance… awesome accomplishment! #CMWorld

@mikemyers614

A5) Each channel is different. However, you should always be measuring! #CMWorld

@torriegundersen

It really should! #CMWorld @lindadessau @BrennerMichael

@CrowdContent

A5: With an overall marketing plan driven by campaigns, recap post-campaign. The rest of the time? When the point needs to be made! #CMWorld

@bendgibbons

A5: At what point did we stop measuring? MEASURE EVERYTHING! Track what’s happening until the end. #CMWorld https://t.co/2pxix1kE6X

@Mr_McFly

A1. I prefer granularity so each piece is better. Each drop makes the ocean so better #CMWorld https://twitter.com/cmicontent/status/704714083149320192

@vivektweetsso

@LUCYrk78 @JS_insidepitch #nomnomnom #CMWorld

@torriegundersen

A5: as long as you have CTAs in your content (esp. linked CTAs) you can track progression/results. #cmworld #b2b https://twitter.com/cmicontent/status/704720128978481152

@SqueezeCMM

Q6: All marketers have too much to do! On average, what percentage of your time should be spent measuring? #CMWorld

@atxcopywriter @MaureenOnPoint @BFMweb We agree! Interacting with your audience helps determine what they will respond to. #CMWorld

@netvantage

A5: Always be measuring ROI. When ROI of content fades you should find a way to re-purpose it. Know how well your content is doing. #CMWorld

@thebbsagency

@ShakirahDawud It takes a lot of time though. Gotta remember that people’s time = cost #CMWorld

@atxcopywriter

A5. Depends on the goals/timeline of your campaign. Short & long-term metrics can tell different stories. #CMWorld

@UXcelsior

I’d say it’s more than commitment, it’s a mindset. MT @brennermichael A5: Content marketing is commitment not a campaign #cmworld #cmworld

@SusynEliseDuris

A6: Measurement is just as important as publishing content. #cmworld

@BrennerMichael

A5: Timelines for measurement should be set in your initial strategy. Times will be different for each campaign #CMWorld

@5FifthStory

@CMIContent A5: Ongoing. But pay more attention to the overall trends than the day by day results #CMWorld

@atxcopywriter

A6: As long as it takes to figure out if the content you created is valuable. If you don’t, then you don’t know what works. #cmworld

@netvantage

Q4: Say “No budget, no content! to the tune of “No woman, no cry!” by the late, great http://gph.is/17wwl7Q?tc=1 via @giphy #cmworld

@ideakid88

I like that approach :) #CMWorld https://twitter.com/AndreaFryrear/status/704721262694817792

@palkoviz

A4: Our budget is now subsidized by revenue we generate from our content marketing! How cool is that? #adsonblog #brandaspublisher #CMWorld

@amandatodo

Q6: If measuring takes way too much time, there are services to help with that. #CMWorld

@ShakirahDawud

A6. 20-30% time can be utilised for measuring. Also automations can be implemented which can reduce time #CMWorld https://twitter.com/cmicontent/status/704721641813585920

@vivektweetsso

A6: *Make* time for #measurement. Like our health coach says about dental care, only brush the teeth you plan to keep! #CMWorld

@mikemyers614

A6 My take: measuring (1%), analyzing (10%), adapting based on analysis (20%) #cmworld

@dshiao

@LUCYrk78 @torriegundersen Gluten? Carbs? Dairy? What’s your foil Lucy? #cmworld

@JS_insidepitch

@kkopacz1 Absolutely! #CMWorld

@MichaelDFCI

A6: Easy, more time than I’m spending now! (sigh) #CMWorld

@bendgibbons

A6: While it is true that we have too much to do, we CANNOT do our job without measuring. It’s that simple #CMWorld https://t.co/DfY8Wl0z5L

@Mr_McFly

A6: Spend a few hours every week measuring. Optimize your program every month. #cmworld

@BrennerMichael

@atxcopywriter A truth, thanks for the reminder! One I wish I could enter on my taxes… #CMWorld

@ShakirahDawud

A6: I don’t know about time, but certainly time should be spent regularly (weekly, monthly, etc) #CMWorld >Reading, “R”ighting, “R”easuring.

@billcush

@amandatodo wow! #cmworld

@CMIContent

A6: Our content creation calendar can rule between 30-60% of our time. #cmworld

@MaureenOnPoint

That’s an interesting question…. #CMWorld https://twitter.com/CMIContent/status/704721641813585920

@palkoviz

@magnipath @dshiao @atxcopywriter We created content that drove from top to middle to end of the funnel & nurture #cmworld

@ScottLum

A6: Agreed. Without measuring your contents for effectiveness, you have no benchmark for improvement. #CMworld https://twitter.com/BrennerMichael/status/704721812672942080

@UXcelsior

True dat. Nothing worse than people yammering on about themselves! #CMWorld https://twitter.com/CMIContent/status/704294300599758848

@MaureenOnPoint

A6: Can’t put a % on it, but I think powered with the right data, my production is more efficient. So whatever is needed! #CMWorld

@JS_insidepitch

@BankSmartKATE That’s awesome! Sounds like a great way to stay on track! #CMWorld

@ExpWriters

A5. Measuring Marketing ROI is the end game. Continually measure response performance to improve your marketing. #cmworld

@todcordill

A5: We do quarterly brand awareness surveys & ask how they know about us. Content/social is measurably driving new brand awareness. #CMWorld

@amandatodo

This is a good answer. #CMWorld https://twitter.com/vivektweetsso/status/704721927160463360

@TheKyleMurray

A6: Our marketing analytics rockstar (@SaaSyKathy) helps guide the decisions of the content team. #CMWorld https://twitter.com/CMIContent/status/704721641813585920

@ToddPatton

A6b: Everyone will spend a different amount of time measuring, but there are plenty of tools to help in the process. #CMWorld

@ExpWriters

A5: Measuring is like listening; you measure each step of the way as you never know what you may learn. #cmworld

@ideakid88

A6) You can harness your measurement time for content marketing by only focusing on actionable measurements, not nice-to-knows #cmworld

@martinjason

@Mr_McFly well said. #CMWorld https://t.co/nCVmvvCPox

@LUCYrk78

A6) Some say execute 50%, measure 50%. I think execute 75%/measure 25% is fine when you already have set benchmarks. #cmworld

@serinlan

A5: Measure KPIs from the word go. Analyse ROI data consistently to refine your output #CMWorld

@SupaReal

@JS_insidepitch @torriegundersen for the most part, I just try to eat really clean… #CMWorld

@LUCYrk78

Totally agree! Numbers are everything! 🙌 #CMWorld #analytics #contentmarketing #SocialSJSU https://twitter.com/brennermichael/status/704721812672942080

@djramirezxo

@thebbsagency Great advice! Repurposing is a great way to drive traffic to old content. Try creating a SlideShare or an infographic #cmworld

@BFMweb

@MaureenOnPoint Hi Maureen, you lucky marketer you! #cmworld

@ideakid88

@torriegundersen @LUCYrk78 Come 2030, household meal staples from the 50s/60s will be completely gone (as they probably should be) #cmworld

@JS_insidepitch

A6) I was fortunate to be in a big program. We had a near dedicated analyst working on all of our content marketing efforts. #cmworld

@ScottLum

A5. Based on the timeline for your campaign, you should then determine when you should measure your ROI. #CMWorld

@village_print

A6: Measuring equally important to content producing. Sharing data is crucial to continued success/support. #CMWorld

@amandatodo

@djramirezxo Yes I’m a data nerd too. Work hard not to go too deep. #cmworld

@BrennerMichael

thanks @CMIContent @lindadessau @mikemyers614. A lot of work for three initials, but it has all been worth it. #CMWorld

@SusynEliseDuris

@MaureenOnPoint Ohh, are we doing the content jig? Sounds fun! #CMWorld

@lttlewys

@AndreaFryrear @CMIContent @BrennerMichael seriously! definitely making all of us think hard! #cmworld

@M2Franz

@LUCYrk78 don’t make me propose to you in #CMWorld 😛

@Mr_McFly

@ToddPatton – this: @SaaSyKathy is one of the best handles I’ve ever seen :) #cmworld

@AndreaFryrear

Holla! Better late than never! #CMWorld @BrennerMichael https://twitter.com/CMIContent/status/704698516661260288

@BrandLoveLLC

A6) You have to find the time! I check in daily on my client’s content-stay in the know #CMWorld

@torriegundersen

A6: Its fruitless creating great content without measuring its success so at least 20% of our time should go on measurement #CMWorld

@TheDigitalChic

A6) I kinda like 33% planning, 33% measuring/analyzing, 33% creating. 1% panic. #CMworld

@MichaelDFCI

@MaureenOnPoint Haha, you could save the jig for when you see a surge in audience! Celebrate your wins 🎈🎉 #CMworld

@UXcelsior

@ScottLum That’s a wonderful luxury Scott. I bet some take advantage of all that info! #CMWorld

@JS_insidepitch

@CMIContent A6 As long as it takes to provide meaningful metrics but you should also be looking for ways to streamline this process #cmworld

@M2Franz

@AndreaFryrear @SaaSyKathy We definitely all refer to her as that IRL! #CMWorld

@ToddPatton

Yes! We’ve reached this point & hiring for this exact position. “Measuring” will be their fulltime job #CMWorld https://twitter.com/BrennerMichael/status/704722153518800896

@hkovs

I really think it’s amusing watching us word people chirp about numbers… a little nervous, maybe? #itsaliving #cmworld

@ShakirahDawud

@MichaelDFCI I’m impressed that panic only constitutes 1%! #CMWorld

@ellie_hubble

@hkovs that’s awesome. congrats! #cmworld

@BrennerMichael

A6: Data drives everything for my team. Writers, designers, everyone uses data to drive continuous content improvement. #CMWorld

@amandatodo

Q7: Should the ROI of content always trace back to sales? #CMWorld

@ellie_hubble It’s baked into the planning 😉 #cmworld

@MichaelDFCI

A7: Content marketing ROI should always trace back to the main goals in the mission statement #cmworld

@BrennerMichael

A6. An equal amount of time that it takes to create b/c you need to make sure you are marketing effectively. #CMWorld

@village_print

@mikemyers614 I love that analogy! #cmworld

@kkopacz1

A7: If that was your goal for the content, then yes. But that isn’t always a company’s goal for content. #cmworld

@netvantage

A6. How much time to spend on #marketinganalytics depends on complexity, number of channels, size of team, $$$ resources… #cmworld

@todcordill

A7: For some that can be sales, for others, reach or engagement might be the goals. All have value. Some harder to define. #cmworld

@BrennerMichael

A7) ROI doesn’t need to trace back to sales if the company is emphasizing other elements, like brand recognition. #cmworld

@serinlan

A7: At the end of the day, everything marketing does should lead to more revenue & sales! #CMWorld https://twitter.com/CMIContent/status/704723132007862272

@ToddPatton

@ideakid88 Ya, I feel like I’m cheating at @point_it, so many smart marketers. #CMWorld

@MaureenOnPoint

Q7: Only if sales is the goal. #cmworld

@ShakirahDawud

A7 Content ROI should be tracked back to their place in the strategy, depends on what/where you are using that content for #CMWorld

@lttlewys

A7: All #content doesn’t trace directly back to sales, but must indirectly (or you won’t be around) Know what each piece should do. #CMWorld

@mikemyers614

@UXcelsior I love it! great point! #CMWorld

@MaureenOnPoint

A7: Yes…as long as it’s also really serving the audience. (don’t tell my sales team I said that) #shhhh #cmworld

@AndreaFryrear

A6: Don’t wait until the end to measure “results”. Use data to drive the creation process. Important difference. #CMWorld

@amandatodo

A7 Revenue is important, but it’s not always the end game. There’s also: loyalty, brand affinity, retention, advocacy #cmworld

@dshiao

A7: ROI can mean a lot of things. It often means revenue, but not always. #CMWorld https://t.co/0tb5SxwmtB

@Mr_McFly

Thanks for interesting #cmworld @CMIContent & @BrennerMichael – very thought provoking.

@palkoviz

Only 1% panic? You’re ahead of the curve! MT @MichaelDFCI I like 33% planning, 33% measuring/analyzing, 33% creating. 1% panic. #cmworld

@todcordill

@JS_insidepitch Exactly! How do you know what you audience wants? Test, adjust, test again! #cmworld

@kkopacz1

A7) The ROI should be based on your defined business goals, not necessarily revenue related #CMWorld

@torriegundersen

@todcordill @MichaelDFCI seems it would be higher for some lol #cmworld

@CMIContent

Agree! #CMWorld You have to find the value to communicate the value for future content budgets. https://twitter.com/BrennerMichael/status/704721812672942080

@SpiceDebbie

@kkopacz1 Thanks…have to admit, it makes me a bit nervous! #CMWorld

@mikemyers614

A7: Yes as that is what keeps a co. going but it should also trace back to brand advocacy, goodwill, customer satisfaction. #cmworld

@ideakid88

A6 Tools are there to help biz gather data, build a culture that appreciates data & hire people who are able to make sense of data. #CMWorld

@eksays

@UXcelsior Without measuring your content, how would you set goals? #cmworld

@kkopacz1

A7) Depends on what your goals for content are. Awareness? Sales? #CMWorld

@TheKyleMurray

@dshiao Great point! Brand advocates are only created when you treat customers as more than just a number. Create content they love #cmworld

@BFMweb

A7: The answer goes back to your stated goals! #CMWorld https://twitter.com/CMIContent/status/704723132007862272

@suddenlyfrugal

A7: No. Of course, content exists to propel sales, but also to educate & communicate with your customer base. great for feedback! #CMWorld

@hkovs

@MaureenOnPoint True. It may not always be directly sales, but most content goals lead there. #CMWorld

@TheKyleMurray

A7: This depends on your content objectives but ultimately all content should be created with the goal of increasing sales #CMWorld

@TheDigitalChic

A7: ROI should trace back to goals of the campaign. These could be brand awareness, engagement or sales related #CMWorld

@5FifthStory

@todcordill @CMIContent There’s a good deal of panic baked into the creating. I think most writing is panic. 😉 #CMWorld

@MichaelDFCI

First rule of content marketing, value your audience 👏 #CMworld https://twitter.com/BrennerMichael/status/704723608287875073

@UXcelsior

@ideakid88 So true- if you aren’t evaluating what your content is doing for your bottom line, you may as well not create #CMWorld

@SaaSyKathy

@MaureenOnPoint ‘Slow playing’, if you will. #CMWorld

@TheKyleMurray

@CMIContent A7: Yes, but don’t let that be your only indicator. Brand awareness & building customer base is also key! #CMWorld

@TheFreshIdeaGrp

@AndreaFryrear LOL!! #CMWorld

@torriegundersen

@FusionHill @kkopacz1 @DelightConf Big benefits to failure! Most people fail to see the success in failing! #CMWorld

@JS_insidepitch

A7) We will probably see things change as we move to Customer Experience. It’s not just marketing that’s managing Content Marketing #cmworld

@ScottLum

A7: Absolutely not. ROI is only sales if that’s the goal set up front & what drives your content strategy from the start. #CMWorld

@amandatodo

@vivektweetsso Good point. If you offer services, being a thought leader can = more money with less sales cause you can charge more #CMWorld

@atxcopywriter

@BFMweb Agreed. Also, I think it’s possible for non-customers to become advocates, too #cmworld

@dshiao

@ScottLum Yes. content is too important to be left to the marketing department #cmworld

@BrennerMichael

A7: No, ROI can be more subscribers, views, friends, etc. ROI can come in many forms. If it meets your personal goal you win. #CMWorld

@thebbsagency

@atxcopywriter yes indeed Madame #CMWorld

@vivektweetsso

A7: But as @mikemyers614 mentioned, if your actions are not, in some way, designed to ultimately get a sale, you’re doing it wrong #CMWorld

@Mr_McFly

A7: In the #529plan industry, while revenue is important, there’s a lifecycle to #college savings. Ongoing engagement is critical. #CMWorld

@bendgibbons

A7: National brand awareness is our goal & what leadership expects as ROI. Need to be on same page at the start. #CMWorld

@amandatodo

A7) In short, yes. ROI: return on investment. In order to get a return on your investment, you need sales. Some exceptions. #CMWorld

@CrowdContent

A7) Each campaign will have a different aim. Sometimes it’s about lead capture, or influence. Sales is only one possible goalpost. #cmworld

@Serious_Vanity

@ScottLum It’s interesting to see where all the content is coming from now, it’s awesome it’s not just the marketing dept!! #CMWorld

@lttlewys

Q8: Mgrs typically like lots of impact, little detail. What tips do you have on reporting ROI of content? #CMWorld

A7:YES! Sales is the driver of everything. All content must support sales, even content to raise advocacy/awareness must convert. #cmworld

@JS_insidepitch

@CrowdContent return can also come in the form of cost savings or higher impact relative to others #cmworld

@BrennerMichael

@CMIContent A6 I try to eyeball analytics weekly, but we have monthly meetings to look at #s. Easy to obsess over this stuff! #CMWorld

@tweetcargo

@TheKyleMurray Agreed. If you’re a business, you’re in it for the long haul anyway. #CMWorld

@MaureenOnPoint

Hopefully “Analyzing” too :) #CMWorld https://twitter.com/hkovs/status/704723057676587008

@KyleAkerman

A8: First, compare content marketing to the ROI of Marketing overall. You’ll see up to 4X higher ROI – stat via @jfly #cmworld

@BrennerMichael

Couldn’t say it any better @amandatodo #CMWorld https://twitter.com/amandatodo/status/704724561581973504

@MichaelDFCI

A8: I’ve found that if you provide the detail in the why you need something, the metrics become self-explanatory #CMWorld

@Mr_McFly

@MaureenOnPoint @point_it You aren’t cheating. No matter how good a marketer is a team is always better. Your input is important! #CMWorld

@ideakid88

A7 The ROI of content doesn’t always trace back to sales. Your objective may also be increasing consumption, sharing, lead gen, etc #cmworld

@kkopacz1

Content marketing results take time MT @MaureenOnPoint: If you’re a business, you’re in it for the long haul anyway. #CMWorld

@lindadessau

A8: I line out customer journey of closed deals, including any content they consumed. Show how your content helped closed deals. #CMWorld

@MaureenOnPoint

@SaaSyKathy Exactly! :) #CMWorld

@ideakid88

Def gonna try this: @BrennerMichael: A8: compare content marketing to the ROI of Marketing overall. You’ll see up to 4X higher ROI #cmworld

@AndreaFryrear

A7. #Marketing #ROI ties back to MARGINS – profits from sales. It is not the right measurement for brand awareness & early funnel. #cmworld

@todcordill

A8: Be consistent w/what & how you report. VISUALS always help. Exec summary up front w/details & examples if they want to dig in. #CMWorld

@amandatodo

@lttlewys Yes, some companies will create a Chief Customer Officer to oversee all of the customer touch points – not just revenue #cmworld

@ScottLum

Right on! 😎👍 @BrennerMichael @lttlewys #cmworld

@somcity

Agreed, create content with fuel the intent you seek. #CMWorld https://twitter.com/saasykathy/status/704724173084450818

@SoleCreativeMkt

@amandatodo You’ve done this before. #CMWorld

@mikemyers614

A8: Show them the big picture. They don’t need to see every component of your analytics. #CMWorld

@BankSmartKATE

A8b: We have created profiles for customers at certain points in the scoring model. What is most popular @ 500pts, 1000pts? #CMWorld

@MaureenOnPoint

A5: Measurement of content only stops when the content is put to pasture @CMIContent #CMWorld

@renepower

Write On. #cmworld https://twitter.com/LUCYrk78/status/704724801538002944

@dshiao

@MichaelDFCI @CMIContent Ahhh… so you’re up to almost 34% panic. :) #cmworld

@todcordill

@KyleAkerman absolutely. Just couldn’t fit the word into my tweet hahaha #cmworld

@hkovs

A8: Two more gifts: a content marketing measurement template anyone can use: http://ow.ly/YVYg0 #cmworld

@BrennerMichael

@renepower where is the #content pasture? It sounds lovely :) #cmworld

@AndreaFryrear

A8: Your execs are just another audience. How do they prefer to get information, what problems can you solve for them? #CMWorld

@mikemyers614

A8: This has been my experience too. Not every stakeholder wants to go deep. #CMWorld https://twitter.com/amandatodo/status/704725279634280449

@UXcelsior

@CMIContent Look at attribution! Content marketing may not lead directly to the sale, but it will get people into the funnel #cmworld

@BFMweb

@lindadessau @MaureenOnPoint Absolutely. We see some of our best traction from evergreen content that was created years ago. #CMWorld

@CrowdContent

A8) Know your audience – present the results that each management team cares about most. Context is key #cmworld

@ScottLum

@mikemyers614 it’s like meta-marketing. they’ll never know what hit ’em. #cmworld

@AndreaFryrear

Hey before every jumps off, we’re doing a #psamachat tomorrow @ 1p PDT on What B2B mktrs can learn from b2c! Join us! I’m hosting! #CMWorld

@MaureenOnPoint

@mikemyers614 I like this perspective! #CMWorld

@torriegundersen

@somcity @MaureenOnPoint I tried. #CMWorld https://t.co/XCI729z3Rk

@TheKyleMurray

Measuring CX can be more relevant than ROI. MT @ScottLum A7) We will probably see things change as we move to Customer Experience. #cmworld

@todcordill

@AndreaFryrear Or #contentmarketing. #CMWorld

@mikemyers614

@BrennerMichael @SAP Hmm… interesting! Thanks for sharing. #cmworld

@ideakid88

@CrowdContent @lindadessau Wow! That’s cool. Do you make adjustments to the content to keep it evergreen? #CMWorld

@MaureenOnPoint

@SaaSyKathy Nurturing is key! Great job. #cmworld

@BrennerMichael

@SaaSyKathy Great idea! It’s always a good idea to engage with previous prospects. #CMWorld

@ExpWriters

We’ll spend the last few minutes asking @brennermichael questions. Ask now! #CMWorld

@CMIContent

@ScottLum Right! Ex: Sales manager prob ably doesn’t want to see brand reach, just qualified leads. #CMworld

@UXcelsior

@SaaSyKathy How do you do that? I’m curious if you have reminders or monthly check-ins or what. #CMWorld

@MaureenOnPoint

Wow. where did the time go? Went faster then this tweet stream! #cmworld

@BrennerMichael

Hope the ROI of today’s #cmworld chat isn’t taken at the top of the hour. I’m 20 minutes behind!

@renepower

@renepower That’s funny! #CMWorld

@mikemyers614

@BrennerMichael – how big do you think a team needs to be to justify the content analyst you mentioned? #IWantOneNow #cmworld

@AndreaFryrear

@BrennerMichael What would you say are the major secondary skills a content marketer needs most? #CMWorld

@UXcelsior

Hit me up folks! Happy to answer any questions now or any time… #cmworld

@BrennerMichael

@BrennerMichael it was a fast moving chat today! Must have been the awesome guest we had :) #cmworld

@CMIContent

A7: I disagree that the R in ROI can be anything other than “money.” #CMWorld

@billcush

@AndreaFryrear It was my first hire. I was strategist, editor, she did measuring optimization #cmworld

@BrennerMichael

@lttlewys thanks for contributing to the discussion today, Brandie! #cmworld

@CMIContent

@MaureenOnPoint @SaaSyKathy venture to guess email reminders? #CMWorld

@SoleCreativeMkt

@SaaSyKathy Oh wow. INTERESTING. Do you do it for all content or just a particular kind? #CMWorld

@MaureenOnPoint

@torriegundersen that song may be on repeat for our cmgr #justsayin #cmworld

@CMIContent

@billcush money saved or money earned. #cmworld

@BrennerMichael

Measurement is also about testing & experimenting. Optimizing. Data/results are not just to pacify leadership. USE the data! #CMWorld

@amandatodo

@CMIContent Your data should tell the story. What was your goal, what is the outcome – in REVENUE. #CMWorld

@SpiceDebbie

A8: Keep it honest & upfront. Show month on month trends, talk about recent wins & how you plan to improve on your weaknesses #CMWorld

@SupaReal

Lots of CM early adopters point to customer service/experience as “the new marketing” (see @jaybaer) #CMWorld https://twitter.com/ScottLum/status/704724294639738880

@tsledzik

Wow MT @BrennerMichael: [content analyst] was my first hire. I was strategist, editor, she did measuring optimization #cmworld

@lindadessau

Yep. @BrennerMichael Agreed. Payroll is due on the 15th #CMWorld

@billcush

@CrowdContent @lindadessau sure! That makes sense. Derivative content is always smart marketing! #CMWorld

@MaureenOnPoint

For more on ROI, check out my book The Content Formula http://www.amazon.com/Content-Formula-Calculate-Marketing-Never/dp/0997050802/ #cmworld

@BrennerMichael

@kkopacz1 True. I feel like some of them view them as a nuisance. “Just get the results.” #CMWorld

@TheKyleMurray

@CMIContent No, thank you! This was a blast. Thanks everyone for the amazing insights! #cmworld

@BrennerMichael

@SoleCreativeMkt @SaaSyKathy We were just chatting about that. Thinking about sending automated check ins for low funnel content #cmworld

@MaureenOnPoint

@BrennerMichael Hi Michael! Great content is key, but sometimes isn’t enough. How do you get in front of audiences initially? #CMWorld

@BFMweb

Be a problem solver not a source of problems. #CMWorld https://twitter.com/mikemyers614/status/704725628025757696

@bendgibbons

We love gifts! @BrennerMichael #CMWorld https://twitter.com/BrennerMichael/status/704725512237817856

@SpiceDebbie

Learn more about @brennermichael’s book The Content Formula here: http://marketinginsidergroup.com/the-content-formula/ #CMWorld

@CMIContent

@MaureenOnPoint We focus on gated offers, but reporting is a weekly habit for me. #CMWorld

@SaaSyKathy

Sounds like lots of definitions of ROI. I always thought that it was revenue. Everything else is important measurement, but not ROI #CMWorld

@av8r2000

@ScottLum How about PX (Prospect Experience)? Good PX guides the prospect through their journey. CX comes later. #cmworld

@todcordill

@SaaSyKathy Got it. Thanks for letting me pick your brain! Such an interesting concept. #CMWorld

@MaureenOnPoint

Next week, we’re taking a small break for Intelligent Content Conference! But we’ll be back on 3/15! http://cmi.media/twitterchats #CMWorld

@CMIContent

@BrennerMichael I agree. Quality of content has always been my focus, w/analytics & improvement not far behind. Thanks! #CMworld

@UXcelsior

@MaureenOnPoint @SaaSyKathy Brilliant! #CMWorld

@SoleCreativeMkt

@MaureenOnPoint @SoleCreativeMkt Automated workflows for content offers is ESSENTIAL, otherwise you could only have ‘one touch’ #CMWorld

@SaaSyKathy

@CrowdContent no chat next week. But feel free to say hello at any time. We don’t want to feel lonely :) #cmworld

@CMIContent

@CMIContent @lindadessau Begs the question…do you guys blush in orange? #inquiringminds #CMWorld

@mikemyers614

Hey @CMIContent are you announcing the hotel winner for #cmworld today?

@suddenlyfrugal

@tsledzik @jaybaer @ScottLum The customer experience & how they perceive will ultimately determine success or failure. #CMWorld

@bendgibbons

Meet @brennermichael at Content Marketing World 2016! Code SM100 saves $100! http://cmi.media/bmxs #CMWorld https://t.co/v30cz3Wmjy

@CMIContent

@vypul @CMIContent Bes the best answer to your customers’ questions. then update as needed #cmworld

@BrennerMichael

@SaaSyKathy @SoleCreativeMkt God bless Marketing Automation. I think I’m going to create a song about it. #CMWorld

@MaureenOnPoint

@CMIContent @BrennerMichael I’ve ended up with a few open tabs here today, thanks. #CMWorld

@tsledzik

@todcordill I would define PX as a subcomponent of CX. CX would be all inclusive of the entire “customer” journey. #cmworld

@ScottLum

@SaaSyKathy This is a great one. So many smart people I never leave without learning something! #CMWorld

@MaureenOnPoint

@tsledzik @BrennerMichael that’s the sign of a fruitful chat! #cmworld

@CMIContent

Haha, what are your go to goals for the the trade? #CMWorld https://twitter.com/maureenonpoint/status/704728036323651585

@SoleCreativeMkt

Hope some of you will join me tomorrow for webinar about content personalization! http://contentmarketinginstitute.com/events/webinars/ #CMWorld

@amandatodo

@MaureenOnPoint Most definitely! #CMWorld

@SaaSyKathy

@CMIContent #Onrepeat. #CMWorld https://t.co/NseDDImBpB

@torriegundersen

We’d love to see everyone there! http://cmi.media/pcin #CMWorld https://twitter.com/amandatodo/status/704728300485255168

@CMIContent

@CMIContent Getting there everyday. Thanks! #CMWorld

@bendgibbons

@SoleCreativeMkt Are you offering to write it for trade? Yay! #CMWorld

@MaureenOnPoint

@BrennerMichael @CMIContent you mean asking customers questions is the best source for content? #CMWorld

@vypul

@mo_flow hope you found it helpful! #CMWorld

@CMIContent

@vypul @CMIContent Define what customers are asking (Google), what they share (social) then use your experts to create best answer #cmworld

@BrennerMichael

@AndreaFryrear @CMIContent Aww. Thanks you just made my day. Let me know what you think! #cmworld

@BrennerMichael

Yes! #CMWorld https://twitter.com/tsledzik/status/704729410629476355

@bendgibbons

@tsledzik @todcordill @bendgibbons Sounds like integrating Content Marketing into CX would be a great topic for a future #cmworld chat.

@ScottLum

@MaureenOnPoint @ExpWriters dry your tears. It’s just one week, promise! #CMWorld https://t.co/UX7jIOPgJN

@CMIContent

@BrennerMichael @CMIContent Getting seniors to agree to spend on content initiatives is difficult… any tips to trick them 😉😄😄#CMWorld

@vypul

@CMIContent Yep. The realest. #CMWorld

@TheKyleMurray

@BrennerMichael that’s great insight… Need to be all ears to customer.. Social listening is really important #CMWorld @CMIContent

@vypul

 

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