The Content MeasurementROADMAP

Jason FallsSocial Media Explorer

What Joe asked me to do …

Explain how to measure content marketing in 20 minutes …

Which brings me to the point …

What is our content?

• Website• Blog• Tweets, Posts, Blahs• Newsletters• Advertisements• Direct Mail• Annual Reports

• Consumer-Centric• Business-Aware

Four Content Qualities To Define

• Who’s it for?

• Where’s it placed?

• What’s its purpose?

• What’s the point?

Four Content Qualities To Define

• Audience

• Channel

• Purpose

• Call-To-Action

Website

• Audience

• Purpose

• Call-To-Action

• Public

• Present Product or Service

• Buy/Download/Subscribe

Blog

• Audience

• Purpose

• Call-To-Action

• Qualified Public

• Establish AuthorityOrganic PushRank Well in SERPs

• Subscribe/JoinBuy/DownloadShare/Link

Email Marketing/Direct Mail

• Audience

• Purpose

• Call-To-Action

• Customers/Qualified Leads

• Drive TrialDrive Sales

• Call, ScheduleBuy, Recommend

Online Media/PPC Advertising

• Audience

• Purpose

• Call-To-Action

• Purchase-ReadyQualified Leads

• Drive SalesDrive LeadsBuild Awareness*

• Buy, Call

Twitter

• Audience

• Purpose

• Call-To-Action

• Interested Public

• Establish AuthorityEngage/HumanizeOrganic PushCustomer Service

• Follow, SubscribeRespond, ReTweetBuy, CallReach out, File ticket

Facebook

• Audience

• Purpose

• Call-To-Action

• Interested Public

• Engage/HumanizeOrganic PushCustomer Retention

• Respond, CommentBuy, CallProvide feedback, Participate for rewards

I’m Handy

www.socialmediaexplorer.com/content-measurement

The Key To It All

• Set Goals

• Translate To CTAs

• Measure That

• Trend/Track other PIs

• But don’t get distracted

Look! A Squirrel!

Lil’ Ole’ Me

• @JasonFalls

• SocialMediaExplorer.com

• ExploringSocialMedia.com

NoBullshitSocialMedia.com