Six Questions to Guide Content Marketing Analytics | Training Takeaways | All MKC Content | ANA

Six Questions to Guide Content Marketing Analytics

Stephen Phillips -

ANA instructor George Stenitzer identifies seven questions that can used to help guide one's approach to content marketing analytics, drawn from his ANA on-demand training course, "Best Practices to Strengthen Your Content Marketing."

What do the data say?

Data types to be considered include:

  • Email results (acquisitions, open rates, click-throughs, and subscribes)
  • Website results (as measured with standard analytics and heat maps)
  • White paper results (downloads and registrations)
  • Social media results (posts, interactions, shares, and clicks)
  • Video results (watches, shares, and subscriptions)
  • App usage
  • Public relations results
  • Results from trade shows and events
  • 800# calls
  • Content downloads
  • Inquiries
  • Ad clicks
  • Soft and hard conversions
  • Marketing-qualified and sales-qualified leads
  • Customers and revenue

The length of this list underscores the holistic nature of the review to which content marketing's performance should be submitted.

Are we getting the behaviors we seek?

Consider exactly what you want your audience to do after consuming a piece of content. Is there a soft call to action (such as an invitation to view another piece of content) or a hard call to action (such as a request to register for a webinar or download a piece of long-form, gated content).

What is changing?

Examine trends, which can be isolated, for instance, by looking at audience segments, audience geography, seasonality, new content performance, evergreen content performance, and content performance by topic and media type. Consider using fever charts to visualize data associated with trends.

What are our hypotheses for the sources of the changes?

Generate multiple hypotheses by having individual team members brainstorm them on their own, thereby avoiding group-think. Then have the team vote on which hypotheses to test.

Which metrics will we report, to whom, and how frequently?

Executives should receive metrics directly reflecting business performance quarterly — metrics that could include revenue, sales, pipeline, customers, and qualified leads.

Internal clients, such as product managers and regional sales leads, should receive metrics related to marketing performance, including the ones shared with executives, as well as other ones that could include subscriptions and downloads, as well as email, event, and website analytics.

Monthly, the marketing team should, in Stenitzer's opinion, review essentially everything that can be measured quantitatively.

How can we test our hypotheses to improve content performance over time?

Consider A/B tests and devising other experiments. For instance, if a content marketing approach performed well in promoting one product, test its ability to similarly benefit another, related product.

The tips above represent just a morsel from the banquet of insights and best practices offered by the ANA's on-demand training course "Best Practices for Content Marketing Strategies."



"Best Practices to Strengthen Your Content Marketing." George Stenitzer, founder of Crystal Clear Communications. ANA On-Demand Training Course.

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