©2015 EverString

Searching for the Content Bigfoot: How to Create a Data-Driven Content Marketing Strategy

Dayna Rothman, Senior Director of Brand, Content, and Demand Generation at EverString and Author of Lead Generation for Dummies@dayroth

©2015 EverString

• Senior Director of Brand, Content, and Demand at EverString

• Author of Lead Generation for Dummies

• Author of numbers Lynda.com courses

• Ran content @ Marketo for 3+ years

• Dog mom to Eggs the mastiff and Omelette the frenchie

3

For many marketers, data driven content and content ROI is a thing of myths…

But it doesn’t have to be! Data driven and content ROI is right under your nose with proper foundation and planning.

Know What You Want to Measure

Source: Marketingprofs

Map Content Measurement to Your Sales Funnel

Social sharingPage trafficLead generationNon-gated content

engagement

What EverString Tracks

Paid program performance

First touch and multi touch attribution

Target account engagement

Use data to drive your content topics and message. Plus, use data to determine where you should spend your time.

Get to Know Your Buyers With Predictive Insights

• Segmentation• Personalized/account-based

content creation• Nuanced messaging• Targeted nurture tracks

What Can You Do with Insights?

Create Segments Based on Content Performance

Benchmark Against Your Competitors

Track Overall Share-of-Voice

Use different tools and measurements to track your content goals.

Track Website Content Performance

• Most trafficked asset—topic relevance

• Content engagement• CTA and offer match

rate• Website entrances

What Do These Metrics Tell You?

Track Social Shares

• Depth of content engagement

• How well your audience relates to your content

• What social channels are the most effective for certain types of content

What Do These Metrics Tell You?

Revenue and Pipeline Attribution (Gated and Non-Gated)

• How content influences every stage in your funnel

• What content is best for bringing people in

• What content is best for closing deals

• How both gated and non-gated assets perform

What Do These Metrics Tell You?

Deal-Specific Attribution

Target Account Attribution

• Content performance per company size, industry, geography, etc

• Content performance for target accounts

• What content is moving the needle in deal cycles

What Do These Metrics Tell You?

• Weekly executive report-outs• Monthly marketing meeting

report-outs• Content stakeholder quarterly

report-outs

How Do You Report?

What does this drive?• Content roadmap• Channel optimization• Spend optimization• Program focus• Account-Based Marketing• Marketing attribution and

content value

Now, to Tie it All Together!

©2015 EverString

Q&Adayna@everstring.com@dayroth