Ashley Zeckman

Marketing Superstars Tell All: Measuring Content Marketing Box Office Success

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“Show me the money. Show me the money!” – Jerry Maguire

In the summer of 2010, the Internet was abuzz about the upcoming movie Scott Pilgrim Vs. the World. It was based on a comic book with a rabid cult following and directed by the indie darling behind Sean of the Dead and Hot Fuzz. When the movie was released, the buzz intensified, dominating social media for its opening weekend. By almost every measurement, it was a blockbuster success. Unfortunately for the film, the one metric it missed was number of tickets sold. Scott Pilgrim was very good at generating excitement, but failed to deliver on the one metric that mattered.

In content marketing as in movies, it’s important to measure success with metrics relevant to business goals. But measuring the ROI of content marketing is no easy task. Content Marketing Institute found that fewer than 25% of B2B and B2C marketers say they are successful at tracking the ROI of their content marketing programs. The challenge for content marketers is to look past the vanity metrics and uncover what matters.

To help you separate the buzz from actual box office success, TopRank Online Marketing and Content Marketing Institute present the thrilling conclusion of our content marketing trilogy: Measuring Your Content Marketing Box Office Success. ‘

This final chapter combines Hollywood movie magic with no-nonsense advice from 13 content marketing superstars. It’s a feature-length collection of tools and tips, but it’s also a sneak preview of what you will see at Content Marketing World in 2015.

In this content marketing feature, you will discover:

  • Valuable metrics for measuring content marketing success
  • How to link content strategy to results
  • How to create content with measurability in mind
  • Tools for tracking and measuring effectiveness

In the grand tradition of Return of the Jedi, Lord of the Rings: Return of the King, and Indiana Jones and the Last Crusade, the third and final installment of our trilogy wraps up the series on a high note (until the inevitable gritty reboot). Here are a few content marketing ROI tips from the marketing thought leaders in the eBook, in handy tweetable format:

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Joe Pulizzi – Content Marketing Institute
Want to better measure the value of content marketing? Create a subscription program. @joepulizzi tweet this

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Jeannine Rossignol – Xerox
When selecting metrics for content marketing, pick one question to answer & go from there. @j9rossingnol tweet this

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Rebecca Lieb – Altimeter Group
There is no content strategy without measurement. Understand what you want to achieve. @lieblink tweet this

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Julie Fleischer – Kraft Foods
Content marketing success starts by determining what critical measurements drive spending decisions. @jfly tweet this

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Todd Wheatland – King Content
Define real-time & long-term content marketing results that align w/ business objectives. @ToddWheatland tweet this

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Michael Brenner – NewsCred
Your content marketing has to generate real sales w/ real people to be successful. @brennermichael tweet this

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Andrew Davis – Author, Brandscraping
The two simplest ways to measure the value of content marketing: revenue by post & subscriber. @tpldrew tweet this

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Carla Johnson – Type A Communications
Monitor, learn & adjust your content marketing measurement strategy as you go. @carlajohnson tweet this

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Jason Miller – LinkedIn
If your content marketing is encouraging engagement, that’s a sign of relevance. @JasonMillerCA tweet this

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Lee Odden – TopRank Online Marketing
For marketing success, make content accountable & measurable to attract, engage & convert. @leeodden tweet this

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Heidi Cohen – Actionable Marketing Guide
Begin by stating your business goals & creating content to achieve those objectives. @heidicohen tweet this

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Ian Cleary – RazorSocial
Find your most linked-to and shared content and produce more of this. @IanCleary tweet this

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Chad Pollitt – Relevance
Identify baseline measurements for content marketing by researching audience, media & competitors. @chadpollitt tweet this

Here’s the full Content Marketing Measurement eBook:

View the Entire Content Marketing Triple Feature Whenever You Want!

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If you missed the first and second eBooks in the series, you can view the entire triple feature here: Developing a content marketing strategy, making content the star of your marketing and measuring content marketing ROI.

Be sure to visit the Content Marketing World website to learn more about the conference and to reserve your seat. You won’t want to miss it!

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Ashley Zeckman About Ashley Zeckman

Ashley Zeckman is the Director of Agency Marketing for TopRank Marketing. In addition to finding innovative ways to showcase the exceptional work of her team, she is also responsible for creating digital marketing programs that drive customer acquisition and growth for the agency. Her background includes expertise in everything from content marketing strategy to branding, account management and social media.

Outside of her role at TopRank Online Marketing, Ashley prides herself on being a great home chef, painter, prankster and dog mom.