3. “In the future, content
marketing will become more
strategic.
We‟ll start front-loading the
planning with extensive
customer research to make
informed decisions and not
making content as marketers
and calling it „content
marketing‟.”
Adria Saracino, Head of Outreach at Distilled
@stephpchang Stephanie Chang
5. Content Funnel
Awareness
Trigger
Search
Consideration
Buy
Stay
Where does this content sit on the conversion
funnel?
@stephpchang Stephanie Chang
6. Content Metrics
Consumption Sharing
Metrics Metrics
http://www.convinceandconvert.com
/content-marketing-2/the-4-types-of-
content-metrics-that-matter/
Lead
Generation Sales Metrics
Metrics
What metrics do we want associated with this piece
of content?
7. Content Funnel + Metrics
Awareness
Consumption
Metrics Trigger
Share Metrics Search
Lead Generation Consideration
Metrics
Buy
Sales Metrics
Stay
Consolidation of Content with Different Metrics
Based on Where It Sits in the Funnel
8. Rate Your Content
1 Grade:
2 Grade: 3 Grade: 4 Grade: 5 Grade:
Easy to Informative
Credible Useful Unique
Understand
Rate content with a grade of 1-5. Where does most or
your content sit on this scale?
9. Pull Data to See How the
Content Has Historically
Performed
10. Analytics + SEO Metrics
Traffic
LRDs
PageViews
PA
Avg Time on Site
MozRank
Entrances/Exits
Conversions
Bounce Rate
Creates a benchmark – how has previous content
performed in comparison to new content?