Content Marketing Measurement: A #CMWorld Chat with Eric Wittlake

wittlakeWhen it comes to content marketing, what should you be measuring? Should you measure your organization against industry benchmarks? Does it ever make sense to track vanity metrics?Β 

Eric Wittlake joined us for an informative #CMWorld chat about content marketing measurement. Read more from Eric at the Content Marketing Institute.Β 

See the upcoming schedule of #CMWorld chats as well as the transcripts from past events.

 

Q1: When evaluating a piece of content, which metric(s) is best to show effectiveness? #cmworld

 

How do you handle clients who don’t want to give access to analytics. Makes tracking and measurement difficult. #cmworld

@o0KitKat0o

 

A1. You MUST start with the purpose of the piece of content. Purpose drives measurement. #cmworld

@wittlake

 

@o0KitKat0o Great question, Katie! I’ll ask this later if we get a chance. We just posted Q1! #CMWorld

@CMIContent

 

@o0KitKat0o (1) Cases or explanation and if that fails… (2) get new clients! #cmworld

@wittlake

 

@CMIContent A1: Depends on your goals. Ideal would be that it bring a sale, or at least bring in a lead and start the process #CMWorld

@atxcopywriter

 

A1: Shares / retweets would be the best metric to gauge effectiveness. #cmworld

@Ebyline

 

A1. Just a handful of sample metrics: registrations, landing pages, links, page views, social discussion. So start with purpose… #cmworld

@wittlake

 

A5: It really depends on the goal. What was the piece of content designed to achieve? (i.e. increase awareness, decrease churn) #CMWorld

@SamBrennand

 

Totally agree! Thanks for the sanity check, @wittlake. #cmworld

@o0KitKat0o

 

@o0KitKat0o Can you work up all the ?s you’d want those analytics to answer and have someone there parse the data for the answers? #CMWorld

@atxcopywriter

 

@tracibrowne @wittlake @o0KitKat0o Definitely! It’s a partnership. Gone are the days of “vendor,” IMO. Collaboration a must. #CMWorld

@cmcphillips

 

@Ebyline But if the goal was leads? No. Measure against goal, everything else is context or noise. #cmworld

@wittlake

 

A1: Likes and Comments are great as well, but nothing beats having someone share your content #cmworld

@Ebyline

 

A1 – The one your sales people give you that indicates what has lead to sales #CMWorld

@FiveMinPro

 

A1: Can’t measure effectiveness unless you know what you want that content to be effective at. What’s it meant to do? #CMWorld

@ladyluck34

 

@CMIContent Depends on what type of business you are. In a #B2B world, lead generation & external links to drive traffic are great. #CMWorld

@AlyssaLDodson

 

@wittlake but should you measure just for your goals? How do you take into account serendipity? The we never expected that factor #cmworld

@tracibrowne

 

@wittlake True, it really depends what your goal is. #cmworld

@Ebyline

 

A1 Depends on objectives. Don’t judge a fish by its ability to climb a tree. #cmworld

@webber_karen

 

Scooting in to #CMWorld -excited to talk measurement! Speaking of, has anyone seen the new G+ Page layout? Thoughts? #socialmedia

@eccushing

 

A1: Measure content effectiveness by its Return on Objective. @joepulizzi #cmworld

@pisarose

 

@tracibrowne @wittlake That’s a whole different rabbit hole! #CMWorld

@SamBrennand

 

@tracibrowne Great question. It is a balancing act. But serendipity can’t be a goal. You find those bits through analysis. #cmworld

@wittlake

 

@wittlake @tracibrowne We love that – “serendipity can’t be a goal.” #CMWorld

@CMIContent

 

@wittlake definitely not a goal…but have to sometimes look out of the corner of your eye for something you may not be expecting #cmworld

@tracibrowne

 

A1: Quality of conversations and participants show best content effectiveness. @CMIContent #cmworld

@creativechaosc

 

@ladyluck34 This is one of those q’s we all seem to agree on. Nice when that happens *pats self on back for being right* #CMWorld

@atxcopywriter

 

A1: Content marketing effectiveness – how well is your content influencing behavior at a specific pt in buyer funnel? #cmworld

@pisarose

 

Q2: How do you decide which pieces of content should be measured? Or is it everything? #cmworld

 

@webber_karen I believe I would very much judge a fish doing that, as well as try to catch it sell tickets to watch it! #monetizeit #CMWorld

@FiveMinPro

 

@tracibrowne Anecdotes are similar, although you can plan for opportunities to find those (and in B2B, you should!) #cmworld

@wittlake

 

A2. If it isn’t worth measuring, is it really worth doing? Usually the answer is no. #cmworld

@wittlake

 

@wittlake tell that to everyone doing April fool’s content today! #cmworld

@aarongottlieb

 

A2: Everything should be measured, otherwise you can’t improve! #cmworld

@Ebyline

 

A2: Everything gets measured. Use your goals to determine the “how” #CMWorld

@lttlewys

 

A2: Practically speaking, tracking everything to the same degree is impossible but striving to measure everything is a great goal #CMWorld

@SamBrennand

 

A2 – Why would you do anything & NOT measure it? #CMWorld

@FiveMinPro

 

@aarongottlieb @wittlake Engagement and WOM does have its place, though, if done well. #CMWorld

@CMIContent

 

@aarongottlieb Measuring 4/1 content: social discussion, traffic, press mentions. #cmworld

@wittlake

 

@atxcopywriter Team effort! Though lots of other factors come into play and only 140 characters to answer. πŸ™‚ #CMWorld

@ladyluck34

 

@wittlake Lol!! Well, while everything gets measured but some things are worth doing even if they don’t perform well πŸ˜‰ #CMWorld

@lttlewys

 

A2 Why create something if it doesn’t contribute to an objective? That’s just noise! #cmworld

@webber_karen

 

A2. You create content to serve a purpose & achieve a goal- have to measure it. Otherwise you’re creating just because #ew #CMWorld

@eccushing

 

Agree with @wittlake that content must be measured. And it’s not a one-off. How does content improve results for other content? #cmworld

@ardath421

 

@CMIContent All if time’s not an issue (but of course it is). You can prioritize by amount of work and planning went into content #CMWorld

@atxcopywriter

 

A2: Everything. Track it all – sometimes you find intriguing data and outcomes where you least expect it. #cmworld

@twoislikeme

 

A2: “Have the capability to measure everything–and then don’t.” ~ @Robert_Rose. Measure what’s right vs. what you can. #cmworld

@pisarose

 

@webber_karen That’s just content – not content marketing. #CMWorld

@CMIContent

 

@FiveMinPro always thinking of the bottom line – I like it! #cmworld

@webber_karen

 

@tracibrowne Lol!! Maybe a sticker, not sure that needs the full commit of a t-shirt!! Also, Hello!! #CMWorld

@lttlewys

 

@SamBrennand There are tons of systems & packages out there designed to let you do just that actually #CMWorld

@FiveMinPro

 

Who wants to sum up what I’ve missed so far in today’s #CMWorld? What’s the one sentence synopsis?

@Erin_E_Palmer

 

@wittlake @aarongottlieb and the brand #cmworld

@fusionmex

 

On content measurement: If it isn’t worth measuring, is it really worth doing? Usually the answer is no.: via @wittlake #cmworld

@o0KitKat0o

 

@ardath421 The chat always gets smarter when Ardath is here! Thank you for being here! #CMWorld

@CMIContent

 

@webber_karen Not sure you’re technically IN business if you aren’t looking at the bottom line are you? hehehe #CMWorld

@FiveMinPro

 

@lttlewys could be awkward too now that I’m picturing it plastered across my chest #cmworld

@tracibrowne

 

@CMIContent A2: if u have customer-centric perspective & processes + tools integrated: everything. In other cases: everything 2 #cmworld

@fusionmex

 

A2. There are a few exceptions: brand perception often isn’t worth the cost of measuring piece-by-piece. Use overall impact. #cmworld

@wittlake

 

@wittlake I’m just not sure anyone will remember much from 4/1 due to it being overdone by all. #cmworld

@aarongottlieb

 

@CMIContent ah, thanks! I just want to back in the brilliance of @wittlake #cmworld

@ardath421

 

@TurnToNewMedia Definitely! Thanks, John. Be sure to use the #CMWorld hashtag to join the chat!

@CMIContent

 

@CMIContent A1: depends on goal & lifecycle: content consumption metrics, sharing metrics, lead metrics, sales metrics, real ROI #cmworld

@fusionmex

 

@tracibrowne Ohh, well when you put it like that… um, wait.. never mind, now it’s awkward πŸ˜‰ #CMWorld

@lttlewys

 

@CMIContent @ardath421 @wittlake Yup. Measure to improve process to reach your ultimate goal. @Robert_Rose #cmworld

@pisarose

 

@FiveMinPro I’m not saying it’s impossible, just that it’s hard. Even the best tools take time (and judgment always takes time) #CMWorld

@SamBrennand

 

It’s also important to think about what you’ll do with the metrics – what do they inform? #cmworld

@ardath421

 

A2. Also, beware of measuring against a secondary objective only. It can make success look like failure. #cmworld

@wittlake

 

Q3: Does it make sense to track “vanity metrics, β€œor should you only measure content effectiveness? #CMWorld

 

@wittlake One article might not move the needle but a series of articles could do some serious movement w/o a doubt! #CMWorld

@FiveMinPro

 

@FiveMinPro exactly, but there can be a disconnect between the warm fuzziness of content creation & bottom line! #cmworld

@webber_karen

 

@Erin_E_Palmer ‘Don’t judge a fish by its ability to climb a tree’ via @webber_karen #cmworld

@mikemyers614

 

A3. Even “vanity” metrics can be useful with the right context. Did the new share widget increase sharing? #cmworld

@wittlake

 

@SamBrennand IT is certainly hard but that’s what separates the great from the mediocre that last 50ft #CMworld

@FiveMinPro

 

@CMIContent Just got out of a meeting and am here for #CMWorld chat! Maybe I need to adjust priorities? πŸ™‚

@KyleAkerman

 

A2 You definitely want to measure when you get that inevitable request of “lets post about our new website” #cmworld

@tracibrowne

 

@KyleAkerman You said it, not us! πŸ™‚ Q3 just posted – jump on in! #CMWorld

@CMIContent

 

@CMIContent Q2: Needs a clarification – Measure desired user actions on content – engagement, not the content itself. #cmworld

@JulieY

 

@CMIContent problem is definition “vanity metrics” – ugly term πŸ™‚ content consumption metrics, sharing metrics sure #cmworld

@fusionmex

 

@mikemyers614 @webber_karen Perfect! Hahahaha! Thank you. #CMWorld

@Erin_E_Palmer

 

A3. But vanity metrics should never be the headline of your measurement or a KPI. #cmworld

@wittlake

 

A3 Never underestimate the power of vanity metrics to get internal buy-in or belief in a culture of content! #cmworld

@webber_karen

 

@webber_karen and not a small disconnect, content marketing is marketing first, how does it ultimately impact sales #CMWorld

@FiveMinPro

 

A3: If for no other reason, track vanity metrics to keep you sane while you analyze the important stuff #CMWorld

@SamBrennand

 

@webber_karen Interesting! Elaborate? #CMWorld

@CMIContent

 

@wittlake truism #cmworld

@fusionmex

 

@webber_karen If you get buy-in based on vanity metrics, don’t underestimate their ability to misguide your org… #cmworld

@wittlake

 

A3: Track the vanity metrics but don’t build your case on them. They can help track reach and interest but not always efficacy. #cmworld

@twoislikeme

 

A3: Vanity metrics have a place in a bigger measurement picture. Indicates widening funnel, consumption opportunities. #cmworld

@pisarose

 

A3 Vanity metrics feed larger outcomes such as conversations and engagement – but on their own, not so much #cmworld

@ardath421

 

Well said. MT @twoislikeme A3: Track the vanity metrics but don’t build your case on them. #cmworld

@wittlake

 

A3 vanity metrics like reach are great for getting media buyers to buy ad space…they fall for that one every time πŸ˜‰ #cmworld

@tracibrowne

 

A3 The decision-makers may like vanity metrics. If including them will get the top dogs on-board with our strategy, I’ll go for it. #CMWorld

@Erin_E_Palmer

 

@wittlake @webber_karen you can’t use it as a crutch without a doubt but certainly can use it as an “ah HA!” for buy-in #CMWorld

@FiveMinPro

 

A3: Both. Vanity metrics can serve as a foundation for deeper engagement. CMIContent #cmworld

@creativechaosc

 

No matter how you spin, people judge you on your vanity metrics even without meaning to, its def important to keep an eye on it #CMWorld

@JasBanwait

 

@ardath421 well put. never liked basing everything on those meaningless numbers #cmworld

@aarongottlieb

 

@FiveMinPro Agreed. All I’m saying is every piece of content is unique. Some metrics will be more important to the goal than others #CMWorld

@SamBrennand

 

A3 – Finding the internal “Vanity” metrics will grease the wheel for you to increase your level of freedom in doing your job #CMWorld

@FiveMinPro

 

@Erin_E_Palmer Challenge becomes that they care more about the vanity metric than the ones you manage too… #cmworld

@wittlake

 

@wittlake Stuff that execs care about gets measured πŸ™‚ #cmworld

@KyleAkerman

 

@CMIContent @webber_karen I like this. For some clients, vanity metrics may be all they need, value, or understand. #cmworld

@twoislikeme

 

A3: Vanity metrics have their uses, so keeping track can be helpful to other causes. #CMWorld

@ladyluck34

 

There are some smart people on today’s chat. Great stuff so far, and only 1/4 of the way through! #CMWorld

@CMIContent

 

Curious just what everyone has in mind when saying “vanity metrics.” Is everyone one the same page about which metrics these are #cmworld

@atxcopywriter

 

ah the vanity metrics discussion – Caveat Marketor – let the marketer beware… #cmworld

@SusynEliseDuris

 

As a side note..everyone don’t forget to Wang Chung tonight…very important #CMWorld

@FiveMinPro

 

@wittlake Yeah, I think they need to be used sparingly and part of a larger goal. But I won’t rule it out entirely. #CMWorld

@Erin_E_Palmer

 

@ardath421 @pisarose I would argue they aren’t vanity metrics then. They are mapping to your orgs need and purpose. #cmworld

@wittlake

 

@aarongottlieb Thanks – I know what you mean. Distracts from objectives πŸ™‚ #cmworld

@ardath421

 

@FiveMinPro YES! Every exec has a content or social vanity metric they latch on to- make sure you give them what they want #CMWorld

@eccushing

 

Once you get your executive team focused on the big vanity metrics your screwed when you show them the smaller more valuable stuff #cmworld

@tracibrowne

 

@CMIContent first time I’ve made it in a few weeks – finally got a big project off my desk just in time πŸ˜‰ #cmworld

@NHowellsFW

 

Great point, @atxcopywriter. How do you all define “vanity metrics?” #CMWorld

@CMIContent

 

Part of any agency/client relationship is education. Need to actively show client what’s important, why. Show your expertise! #cmworld

@o0KitKat0o

 

Q4: What are the steps in deciding which key performance indicators (KPIs) should be measured? #CMWorld

 

A3: Vanity metrics should be tracked, first only you can determine what’s vanity, 2nd, everyone likes a little Purty!! #CMWorld

@lttlewys

 

@wittlake Yeah, I think they need to be used sparingly and part of a larger goal. But I won’t rule it out entirely. #CMWorld

@Erin_E_Palmer

 

@twoislikeme @CMIContent @webber_karen clients are getting more enlightened, the ones that aren’t should be educated no? #CMWorld

@JasBanwait

 

.@wittlake @pisarose I’d say that’s a good thing, then πŸ™‚ Transforming vanity metrics into what matters #cmworld

@ardath421

 

Keep track of the metrics that show how users connect and engage with your content. #cmworld A3 (What are vanity metrics?)

@CTrappe

 

A3: I think it’s a good idea to track vanity metrics, because they can be used in your marketing as a credibility tool. #cmworld

@Ebyline

 

@NHowellsFW @CMIContent awesome job! Glad you could make it! WOO! #CMWorld

@FiveMinPro

 

@atxcopywriter good question – I would imagine some are vanity for one org but relevant to another #cmworld

@NHowellsFW

 

A4. Measure as close to your objective as possible. Create volume, cost efficiency and effectiveness measures. #cmworld

@wittlake

 

Start off right w training execs @tracibrowne – keep them off the big shiny object they see. It’s ok to look, just don’t touch. #cmworld

@SusynEliseDuris

 

@atxcopywriter That’s probably part of it. Each person likely defines vanity metrics differently based on experiences & industry. #CMWorld

@ladyluck34

 

@ardath421 @wittlake @pisarose We revisited all of our 2013 metrics for 2014 to focus on actionable ones. A big difference! #cmworld

@cmcphillips

 

@tracibrowne Oye, that’s a big problem, Have to be able to explain how layered & many pieces there are in Mktg, Cust Svc #CMWorld

@lttlewys

 

@NHowellsFW @atxcopywriter that’s what I’m thinking. #cmworld

@CTrappe

 

@CMIContent May times you need to measure “vanity metrics” because that’s all executives are familiar with. #cmworld

@KyleAkerman

 

@CMIContent a4: business goals need to be outlined first. need to be able to work towards something. #cmworld

@aarongottlieb

 

@JasBanwait @CMIContent @webber_karen You can lead a horse to water but you can’t make him drink, right? I think we’ve all seen it. #cmworld

@twoislikeme

 

.@cmcphillips: @ardath421 @wittlake @pisarose That’s the key word, Cathy – Action! #cmworld

@ardath421

 

A4: Key performance indicators have to roll up to your #contentstrategy. Who are you trying to be when you grow up? #cmworld

@mikemyers614

 

A4 – Step 1 is deciding what the specific goal of the marketing campaign is. “Increasing exposure” is a crappy goal to measure #CMWorld

@FiveMinPro

 

A4: Think ahead. What information do you wish you had now? Biggest step is understanding how you can put the KPIs to work next time #CMWorld

@SamBrennand

 

@aarongottlieb Thanks for being here, Aaron! Great point. #CMWorld

@CMIContent

 

A4. Foundation for actionable measurement: Volume, Efficiency (volume/cost), effectiveness (outcomes/marketing activity). #cmworld

@wittlake

 

@CMIContent that REALLY depends on goals but in general: KPIs aren’t metrics so defining them is a combination, ideally integrated #cmworld

@fusionmex

 

@NHowellsFW That’s what I was thinking. Something like Facebook likes comes to mind, but for some content that’s the main goal #cmworld

@atxcopywriter

 

@mikemyers614 Someday I’ll figure that one out, till then I’m a Toys R Us kid #CMWorld

@FiveMinPro

 

Set goals, then evaluate metrics to see progress toward these goals. #cmworld A4

@CTrappe

 

A4 know what you want to achieve, work out how to measure that, don’t get lost in the noise. Make it relevant to your goals #cmworld

@NHowellsFW

 

@mikemyers614 Eric @Wittlake, obviously. πŸ™‚ #CMWorld

@cmcphillips

 

A4: Start simple: what does success look like? #cmworld

@pisarose

 

A4. Some goals are more challenging to measure (i.e. perception). Consider (carefully) proxies here. #cmworld

@wittlake

 

@ladyluck34 @atxcopywriter I think that’s why it’s hard to eliminate them. Execs can disagree on what’s essential and what’s vanity #CMWorld

@Erin_E_Palmer

 

Blonde moment: thinking “wow, I like everything @wittlake says on then realizing he’s the guest expert #duh #NeedMoreCoffee

@eccushing

 

@cmcphillips @mikemyers614 LOL! #cmworld

@wittlake

 

@CMIContent @CTrappe Simple is good. Also important to examine/revise assumptions. #cmworld

@pisarose

 

@cmcphillips @ardath421 @wittlake @pisarose Was there a post on that? Would be interesting to see the example. #cmworld

@atxcopywriter

 

@pisarose absolutely – measuring sticks are crucial. my first mistake in CM years ago was just “seeing what happens” #cmworld

@aarongottlieb

 

@atxcopywriter I think it’s a term that can be used dismissively about metrics that can actually be useful – not my favourite #cmworld

@NHowellsFW

 

A4: The dreaded “depends” answer. What are you the goals? Visibility; Awareness; Registration; Engagement? #cmworld

@twoislikeme

 

@CMIContent Oh, #coffee. That sounds good! πŸ™‚ #cmworld

@wittlake

 

@CMIContent @CTrappe Bwahahaha!! Simple?? Yes as simple as wading into the pond and catching fresh trout with ur hands πŸ˜‰ #CMWorld

@lttlewys

 

@eccushing @wittlake Ha! We have a community of brilliance – any of our regulars could be in the drivers seat here each week. #CMWorld

@CMIContent

 

@cmcphillips @wittlake Yes, of course. Silly me. πŸ™‚ #cmworld

@mikemyers614

 

everything must be tied to business goals…metrics no different #cmworld

@SusynEliseDuris

 

A4: Going back to A1, if you track it all you can sort through the necessary data and produce the KPIs. #cmworld

@twoislikeme

 

@atxcopywriter @ardath421 @wittlake @pisarose No, but happy to jump on the phone and I could show you what we did! #CMWorld

@cmcphillips

 

Q5: Besides @Google Analytics, what other tools are you using at part of your measurement process? #cmworld

 

A4 if a “vanity metric” actually measures what you want, don’t dismiss it #cmworld

@NHowellsFW

 

@lttlewys @CMIContent easier said than done, yes. Doesn’t mean we should not go for it, though. #cmworld

@CTrappe

 

@twoislikeme Lots of data lets you deep the analysis deep dives, but you still need your KPIs set up front. #cmworld

@wittlake

 

@CMIContent @wittlake but your goal shouldn’t be “perception” that’s like saying I want to do “better”..far to vague a goal #CMWorld

@FiveMinPro

 

Content best practices can be misleading. Every audience is unique. Must encourage experimentation with content lengths etc. #cmworld

@o0KitKat0o

 

@cmcphillips Whaaaaaaa?? you don’t β€˜ever offer to jump on the phone with me πŸ˜‰ #jealous #CMWorld

@lttlewys

 

@CMIContent a5: a trusty old spreadsheet works well too for measurement! #cmworld

@aarongottlieb

 

@Hootsuite and @SproutSocial #cmworld

@Ebyline

 

@lttlewys @CMIContent @CTrappe What’s up with fish references today?! #cmworld #wheresthebacon

@mikemyers614

 

@aarongottlieb Most definitely! #CMWorld

@CMIContent

 

@FiveMinPro @CMIContent Agree, it can be something specific that falls under the perception category though. Quality perception. #cmworld

@wittlake

 

@wittlake: @twoislikeme Agreed. The KPIs will help keep you on point. #cmworld

@SusynEliseDuris

 

A5. Wait, there’s more to measurement than Google tools? πŸ˜‰ #cmworld

@wittlake

 

A5 – Depends on the system someone is running, have clients using @hubspot some using @marketo heck even old school paper response #CMWorld

@FiveMinPro

 

@atxcopywriter @cmcphillips @ardath421 @wittlake @pisarose Copy me on that post too! #cmworld

@KyleAkerman

 

@aarongottlieb @CMIContent oh Excel, will I ever be rid of you? #MarketersLament #CMWorld

@eccushing

 

A5. Sad truth: Despite all of the great packages out there, Excel is generally still the marketing analyst’s best friend. #cmworld

@wittlake

 

@wittlake @twoislikeme Going off script…how often do you change up your KPIs? #CMWorld

@CMIContent

 

A5 Marketing automation software reports are increasingly eclipsing Google analytics for us #cmworld

@webber_karen

 

A5 Content marketing measurement tools: @marketo @hubspot @eloqua @silverpop #cmworld

@pisarose

 

@eccushing @CMIContent one of those things you hated years ago but have learned to love. #cmworld

@aarongottlieb

 

@CMIContent A5 I’m using @SumAll to gather my data in one place, and @Sproutsocial + @socialbro reports for my social engagement #cmworld

@SFerika

 

@Ebyline I’m a fan of @hootsuite too- just went Pro and never going back #CMWorld

@eccushing

 

A5: @commun_it @simplymeasured @twtrland @TwitonomyApp @Hootsuite and even Twitter πŸ˜‰ I love analytics πŸ˜‰ #CMWorld

@lttlewys

 

@wittlake Damn. #cmworld

@mikemyers614

 

@lttlewys @cmcphillips Feeling special πŸ™‚ #cmworld

@atxcopywriter

 

/wave hi #cmworld folks! I had it in my head we weren’t chatting this week due to the Sydney conference. Sorry I’m late!

@SFerika

 

@lttlewys Anytime!! Except Tuesdays at 12p Eastern. πŸ™‚ #CMWorld

@cmcphillips

 

@CMIContent A. Change when (1) objective changes; (2) have new measure option that gets closer to objective or (3) … #cmworld

@wittlake

 

@mikemyers614 Bacon is easy… fish is more elusive πŸ˜‰ @CMIContent @CTrappe #CMWorld

@lttlewys

 

@CMIContent A5: ideally – again – integrated -> best marketing automation tools enable closing the loop w/ CRM #cmworld

@fusionmex

 

@aarongottlieb @CMIContent *gasp* #CMWorld

@FiveMinPro

 

@wittlake Wholeheartedly agree! Let’s me break it down the way I want to look at it. Plus I like writing formulas! #CMWorld

@cmcphillips

 

. @SFerika Ohhh, I like @SumAll, too and don’t forget @Hashtracking & @KeyholeCo πŸ˜‰ I can go on & on…. #GeekGurl #CMWorld

@lttlewys

 

@lttlewys @CMIContent @CTrappe Ha! Fish…the elusive bacon. #cmworld

@mikemyers614

 

@Cameronupshall gives his thoughts on launching @King_Content content marketing platform Communique at #cmworld http://hub.am/1e6qVix

@King_Content

 

A5 Which tool also measures media clippings/placements? #CMworld

@Vruno

 

@lttlewys @mikemyers614 @CMIContent @CTrappe unless you wrap the fish in bacon…….#CMWorld

@FiveMinPro

 

A5. We use a ton- @HubSpot @marketo @hootsuite and Google too- we’re measurement crazy @inSegment #CMWorld

@eccushing

 

A.Adhoc. or (3) new tactics don’t fit established KPIs. #cmworld

@wittlake

 

@wittlake So maybe the question is “What tools are best to collect the data that gets exported into Excel?” #cmworld

@KyleAkerman

 

@CMIContent A5: also #social analytics, brand attributes using existing platforms etc. #cmworld

@fusionmex

 

agreed MT @wittlake A5. Sad truth: Despite all of the great packages out there, Excel is still the marketing analyst’s best friend. #cmworld

@JasBanwait

 

@SFerika Ah! We should have made that clear! So sorry for the confusion, glad you’re here! #CMWorld

@CMIContent

 

@wittlake @CMIContent exactly you want to cast a single fishing line into the water not a giant net. #CMworld

@FiveMinPro

 

@Vruno Best tools vary widely, one factor is how unique is brand name. For small unique names, mention is inexpensive, easy. #cmworld

@wittlake

 

@FiveMinPro @mikemyers614 @CMIContent @CTrappe particularly monkfish #cmworld #whyallthefishandbacon

@NHowellsFW

 

Q7: What have you learned about measurement over time? What do you now do differently? #cmworld

@CMIContent

 

Not to throw a wrench in it but when have numbers told you the wrong thing? Have to be careful we’re not forcing them… #cmworld

@ardath421

 

@CMIContent @wittlake what package do you use then? πŸ˜€ #cmworld

@fusionmex

 

Want to tap into my colleague @wittlake’s smartitude? Jump on this week’s #cmworld twitter chat!

@carmenhill

 

@Vruno for someone like SAP, you need something much more sophisticated or you will be reading about tree sap! #cmworld

@wittlake

 

@SFerika @CMIContent how do you like @SumAll? It’s been buggy for me in the past #CMWorld

@eccushing

 

@webber_karen Which automation platforms are you finding most useful for reporting? #cmworld

@KyleAkerman

 

@cmicontent wait, did I miss Q6?? #cmworld

@wittlake

 

@NHowellsFW @mikemyers614 @CMIContent @CTrappe Those are good to throw on the Friar….*relax people I’m here all week* #CMWorld

@FiveMinPro

 

A7: I’ve asked many people at seminars on how often they track metrics and the people that make the most profit track daily #cmworld

@Ebyline

 

A7. First, I’ve learned that 140 characters can’t contain all the answers!! #cmworld

@wittlake

 

A7: Look at metrics through a role-specific lens. Don’t report meaningless drivel. Does the CEO really care about likes? #cmworld

@pisarose

 

@wittlake haha right! #cmworld

@Ebyline

 

@wittlake Truth! Or even the questions, sometimes. #CMWorld

@CMIContent

 

A7: It’s easy to fall into the “paralysis by analysis” trap. Important to put processes in place to action on insights #CMWorld

@SamBrennand

 

A7. Numbers matter, but so do anecdotes and stories. Don’t discount storytelling in your measurement. #cmworld

@wittlake

 

@CMIContent A7: everything constantly #continuous #optimization – never stops #cmworld

@fusionmex

 

 

 

Today’s #cmworld is making me think I really should be doing more analysis – usually I hand over the copy and the client analyses…

@NHowellsFW

 

@wittlake If people kept ease of setting up Google Alerts in mind when they named their biz, our world would be a better place. #CMworld

@Vruno

 

A7. I’ve always said analysis is useless if it doesn’t lead to action. I believe that more every day. #cmworld

@wittlake

 

@wittlake Whoops – 6 and 7 are flipped. I jumped ahead! #CMWorld

@CMIContent

 

A7: As much as I may not like what it’s telling me at times, data doesn’t lie. #cmworld

@mikemyers614

 

@CMIContent A7: A focus on the long term is important. #cmworld

@atxcopywriter

 

@CMIContent Oh, and A5: Google Webmaster Tools far more important then Google Analytics for content marketers #cmworld

@fusionmex

 

A5: analytics oh how we love you!! Looking at @KISSmetrics and we use @mixpanel on the web app side @CMIContent #cmworld

@Brewbom

 

@eccushing @CMIContent @SumAll I haven’t seen any data issues so far, and get my regular report emails. What bugged out for you? #cmworld

@SFerika

 

@mikemyers614 If I can restate that, the RIGHT data doesn’t lie. But its too easy to find data that will lie for you… #cmworld

@wittlake

 

hi my #cmworld friends!

@Brewbom

 

 

 

@CMIContent @Ebyline I do daily, weekly & hard dig last day of the month. It helps see what’s working & where I need to shift #CMWorld

@lttlewys

 

so true…only a story can show the value of finally getting a meeting with a prospect from a tweet convo about sushi @wittlake #cmworld

@tracibrowne

 

@NHowellsFW Bet they would appreciate that additional insight from you! #cmworld

@mikemyers614

 

A very interesting #CMWorld chat that I’m learning plenty from. Measurement and analysis is definitely an area I should work on.

@ladyluck34

 

@Brewbom ANDY! #cmworld

@CMIContent

 

Lies, damn lies and then marketing statistics: Lies passed off as irrefutable truths. Look out. #cmworld

@wittlake

 

@lttlewys @SFerika Aww shucks, you’re embarrassing us. Stop it. … now, please continue. <3 #cmworld

@keyholeco

 

@wittlake or manipulate the data to say what you want it to #cmworld

@NHowellsFW

 

@NHowellsFW Me too. Sometimes it’s not an option to contribute to tracking and analysis, depends on client’s system #cmworld

@atxcopywriter

 

@tracibrowne @wittlake That exact situation has happened to me before! #CMWorld

@cmcphillips

 

I do high level look-see measure of analytics daily, then do a weekly KPI metric rollup #cmworld

@Brewbom

 

@wittlake True. And I guess it’s ‘data don’t lie,’ but that sounded funny. #cmworld

@mikemyers614

 

Labs of Google Webmaster Tools tell you much more about how RELEVANT your content is from search intent to destination #cmworld

@fusionmex

 

A7: That some social media platforms (like Twitter) which limit space only give you a glimpse of the discussion going on. #CMWorld

@ladyluck34

 

@NHowellsFW @wittlake Ah, the dreaded confirmation bias… #cmworld

@pisarose

 

Q6: Should you benchmark your KPIs against industry standards? If so, how do you find that data? #cmworld

 

@mikemyers614 yes, I think I should extend my service beyond copywriting and content strategy, to actual follow up and analyse #cmworld

@NHowellsFW

 

@ladyluck34 Every week we learn so much then all seem to have so much more work to do! #CMWorld

@CMIContent

 

@ardath421 Maybe when wrong conclusions are drawn from data? Metrics only tell WHAT happened, not WHY, or what is GOING to happen. #cmworld

@KyleAkerman

 

@wittlake ROFL!! Tell us how you really feel πŸ˜‰ #CMWorld

@lttlewys

 

@wittlake 64% of all stats are made up on the spot, right? #cmworld

@mikemyers614

 

A6. No. Industry benchmarks are not relevant beyond planning. Your past performance is your best benchmark. #cmworld

@wittlake

 

A6; absolutely! benchmarks are crucial to measure against. but at end of day each company is unique. @CMIContent #cmworld

@Brewbom

 

#cmworld chat says it’s time to do a blog post on content marketing measurement fast

@fusionmex

 

@SFerika @CMIContent @SumAll well, it stopped recognizing or tracking company twitter account. No good in the good #CMWorld

@eccushing

 

@atxcopywriter and sometimes the client doesn’t want it. But I think it might be useful (where poss) to see how successful I was #cmworld

@NHowellsFW

 

@CMIContent A1. I like to look at desired outcomes. Did they take the action I was seeking. #cmworld

@omylola

 

@mikemyers614 @wittlake I haven’t seen study on it yet but apparently only 62.4% of stats are made up #cmworld

@Brewbom

 

@wittlake What about B2B vs. B2C KPIs? #cmworld

@pisarose

 

@CMIContent A6 industry benchmarks provide context to your data, and can help ID areas you’re underperforming/outperforming. #cmworld

@SFerika

 

@CMIContent A6: By analyzing the competitor’s strategies and brainstorming. #cmworld

@MUmar_Khan

 

@KyleAkerman Excellent point! The why and what that means for the future are important. Predictive capabilities are intriguing #cmworld

@ardath421

 

@mikemyers614 False. It’s 73%, but among marketers it is 91%. If you are going to make it up, make it sound good! πŸ™‚ #cmworld

@wittlake

 

@NHowellsFW You have the relationship, great opportunity to extend your #brand. #cmworld

@mikemyers614

 

@SFerika @Ebyline Thank you both for the shout-outs! #CMWorld

@SproutSocial

 

I could open an Etsy marketing coffee mug store with quotes from this chat! #cmworld

@tracibrowne

 

Sorry for the Q6/Q7 switch – someone over here got a little excited and jumped ahead. #CMWorld

@CMIContent

 

@cmcphillips @tracibrowne @wittlake Maybe I should be tweeting more often about sushi? #CMWorld

@atxcopywriter

 

@SproutSocial @SFerika No problem! Love your service πŸ™‚ #cmworld

@Ebyline

 

@wittlake @mikemyers614 Ha! Nice! #CMWorld

@CMIContent

 

Question to the crowd: what good has come out of measuring yourself against an industry benchmark?? #cmworld

@wittlake

 

@atxcopywriter hmmmm, someone mention sushi? #cmworld

@SusynEliseDuris

 

@tracibrowne Not if we get to it first! πŸ˜‰ #CMWorld

@CMIContent

 

@Brewbom @wittlake my study said 86.3%, just FYI πŸ˜‰ #cmworld

@NHowellsFW

 

@mikemyers614 @wittlake I think the number’s 83% #cmworld

@atxcopywriter

 

A6. Example of why benchmarks don’t matter (reg rate): Doesn’t control for offer, brand trust, form length, traffic source… #cmworld

@wittlake

 

@eccushing @CMIContent @SumAll ouch! That would be an issue. #cmworld

@SFerika

 

@CMIContent Right, so new plan. More learning, but less work. #CMWorld

@ladyluck34

 

Industry benchmarks are not that helpful. Benchmark yourself and work against that. #cmworld

@ardath421

 

Industry benchmarks might matter for social content–some industries are more social than others–although that line is blurring. #cmworld

@pisarose

 

@wittlake lol industry benchmarks helped me make the case that our email program needed an overhaul, at a former employer #cmworld

@SFerika

 

.@wittlake helped me increase my ops budget- execs were expecting miracles #CMWorld

@eccushing

 

@wittlake benchmarks suck and @jaybaer explains very well why (sorry for link) #cmworld http://ow.ly/viv1o

@fusionmex

 

@ardath421 I personally like to do both. For me, the industry benchmark gives context to our benchmarks. #cmworld

@SFerika

 

@ardath421 Agree – I tell my daughter that at her swim meets each week! #CMWorld

@cmcphillips

 

@eccushing @sferika I’d argue that should have come out of planning. Set goals to achieve. After you launch, you’re late. #cmworld

@wittlake

 

A6 depends on your goal – is it to rank higher than others? Then benchmark against them. But if they’re not relevant, don’t bother #cmworld

@NHowellsFW

 

Q8: At what point are you over-measuring your content marketing? #CMWorld

 

@wittlake Setting the standard higher is good in some cases but don’t beat yourself up for not hitting it. I think it just depends #cmworld

@Ebyline

 

@NHowellsFW @wittlake yes but your study was shown to be wrong on average about 13.8% so the skew is biased #cmworld

@Brewbom

 

@SFerika @wittlake I’m on the fence about industry benchmarks. *shrug* I don’t like to say “it depends β€œbut… “It depends” #CMWorld

@lttlewys

 

@wittlake We’ve been able to show that what we’re doing is may actually be better than competitors. Show our value internally. #cmworld

@mikemyers614

 

A6. If you must have a benchmark for reporting, look up =randbetween() in Excel. πŸ˜‰ #cmworld

@wittlake

 

@ardath421 Whomever creates the best predictive analysis tool will be very rich πŸ™‚ #cmworld

@KyleAkerman

 

@lttlewys @SFerika @wittlake We agree with that – good to have, but don’t make that your end all, be all. #CMWorld

@CMIContent

 

@SFerika I could definitely see that happening. Industry benchmarks make a case for change & help set expectations. @wittlake #cmworld

@pisarose

 

@mikemyers614 That means better than average. Should you really be happy with just average though? #cmworld

@wittlake

 

@mikemyers614 @wittlake That’s fantastic! #CMWorld

@CMIContent

 

A8: when your content marketing starts to have less content and more analytics you are doing it wrong #cmworld

@Brewbom

 

@Brewbom @wittlake nah, it’s within standard deviation so it’s fine #cmworld

@NHowellsFW

 

A8. When you angst over measurement more than you angst over the content that serves your audience. #cmworld

@wittlake

 

@wittlake @eccushing I’m not following you πŸ™‚ Benchmarks are definitely part of planning, and change over time as do your results. #cmworld

@SFerika

 

@CMIContent @SFerika @wittlake Ha!! My only “sure thing” is the amount of chocolate I consume while doing analysis πŸ˜‰ #CMWorld

@lttlewys

 

@pisarose @wittlake Exactly! #cmworld

@SFerika

 

@ardath421 I think ppl get too caught up in benchmark rpts sometimes, think they are failing if #’s aren’t same, but not necess. #cmworld

@SusynEliseDuris

 

@SFerika I find industry benchmarks create unrealistic expectations from execs. Maturity differences, other factors. #cmworld

@ardath421

 

@wittlake in my case & it sounds @SFerika case too, I inherited a crappy, orphaned program #CMWorld

@eccushing

 

“Launching a blog & saying you have a #content strategy is like holding a spade and calling it a hole.” http://bit.ly/1l5Y4jg #CMWorld…

@CarlaJohnson

 

@SusynEliseDuris I see this happen a lot. #cmworld

@ardath421

 

@cmcphillips @ardath421 A lot of the content marketing advice in these convos doubles as real world advice #cmworld

@atxcopywriter

 

A8: Benchmarks are ONLY useful as far as RATIOS NOT numbers. #cmworld

@Brewbom

 

A8 when you spend more time measuring than actually developing the content in the first place #cmworld

@NHowellsFW

 

@cmcphillips @ardath421 Not that content marketing isn’t “real world” #cmworld

@atxcopywriter

 

@eccushing @wittlake Yes, it was a terribly neglected email newsletter…I put it out of its misery and started fresh #cmworld

@SFerika

 

@eccushing @wittlake @SFerika I’d say that’s the norm, rather than the exception, unfortunately! #CMWorld

@cmcphillips

 

A8: When you start to get frustrated and lose the perspective, analysis is only part of the process #CMWorld

@lttlewys

 

 

 

 

Like everything else, it is good to be aware and being aware of benchmarks is impt, but you have to focus on your own situation. #cmworld

@SusynEliseDuris

 

Now there’s a point I’ve never reached! A8 #CMWorld

@JasBanwait

 

@pisarose @NHowellsFW Very true! #cmworld

@Ebyline

 

@eccushing @SFerika Definition difference I think. I’d say you are back in planning. Benchmark can be useful then. #cmworld

@wittlake

 

A8: When you forget that B2C & B2B is all just H2H – Human to Human. cc: @CMIContent #cmworld

@Vruno

 

@ardath421 Agree it’s not always apples to apples, but I don’t think just comparing to ourselves = accountability #cmworld

@SFerika

 

@CMIContent A8: When measuring gets in the way of creating (rather than helping guide it) #CMWorld

@atxcopywriter

 

ROI of industry benchmarks is that they enable to make nifty graphics. Otherwise they are close to meaningless #cmworld

@fusionmex

 

A8: When measurement matters more than content. It should help build better value to the audience, not define the value for them. #CMWorld

@ladyluck34

 

@atxcopywriter Did you see we stopped our weekly newsletter in its current form? Exactly to your point… #CMWorld

@CMIContent

 

@Brewbom @NHowellsFW @wittlake We could keep this up all day πŸ™‚ #cmworld

@atxcopywriter

 

@SFerika @wittlake mine was the company blog “oh yeah, I think that’s an intern thing” #facepalm #CMWorld

@eccushing

 

@ardath421 me too. Too much info out there. Hard for folks to decipher sometimes. #cmworld

@SusynEliseDuris

 

@SFerika @ardath421 Add in continual improvement. You shouldn’t rest just b/c you passed the benchmark. #cmworld

@wittlake

 

@SFerika Why not? If you can’t improve on your own programs then what’s the point? Meeting company objectives is the goal #cmworld

@ardath421

 

Funny how all the A8 answers seem to be much the same so far #cmworld

@NHowellsFW

 

@eccushing ACK! I hate that… @SFerika #cmworld

@wittlake

 

@lttlewys @SFerika @wittlake If this were an evening chat we could make a drinking game for every time someone says “it depends” #cmworld

@atxcopywriter

 

A8: You know you’re over-measuring when it infringes on the development of innovative/”high risk” content. #cmworld

@pisarose

 

@ladyluck34 Then we’re not doing content marketing anymore, right? #CMWorld

@CMIContent

 

@CMIContent A8: when measuring becomes more expensive than incremental return on investment of doing it #cmworld

@fusionmex

 

@pisarose Thanks for the shout-out! #cmworld

@Silverpop

 

A8. When you overrev in measurement, it is a sign of a bigger issue, like biz isn’t really bought in. #cmworld

@wittlake

 

@atxcopywriter @SFerika @wittlake ROFL!! That would be a very short game πŸ˜‰ #CMWorld

@lttlewys

 

@pisarose This is a time when I think anecdotes and stories take over. Lots to be said for these at a transition time. #CMWorld

@cmcphillips

 

@Brewbom @atxcopywriter ok, that genuinely made me laugh out loud #cmworld

@NHowellsFW

 

Q9: What are the best metrics to track to help you prove ROI of content? #cmworld

 

@NHowellsFW Agree! #CMWorld

@CMIContent

 

@fusionmex grist for the #infographics mill! #CMWorld

@eccushing

 

A9. Best measurement: Number of Purchased Facebook Likes. πŸ˜‰ #cmworld

@wittlake

 

@ardath421 To me improving in your own performance is a given… I like the context of industry benchmark+that #cmworld

@SFerika

 

@lttlewys @atxcopywriter @SFerika @wittlake Depends who you’re playing with! I’m Irish, after all. πŸ˜‰ #CMWorld

@cmcphillips

 

@SFerika @ardath421 I don’t think Ardath was saying only “ourselves” but benchmarks is other extreme. Must laser-focus. #cmworld

@SusynEliseDuris

 

@CMIContent again depends but lead gen metrics, brand metrics and in the end sales metrics #cmworld

@fusionmex

 

@cmcphillips In that case, I’ll take a water. πŸ˜‰ #cmworld

@wittlake

 

@atxcopywriter @cmcphillips @ardath421 I was thinking the same thing! #cmworld

@KyleAkerman

 

@wittlake @ardath421 definitely no resting on laurels of hitting a benchmark/goal! I always want to improve. #cmworld

@SFerika

 

A9. Two answers: (1) Measure ROI directly. What did you spend, what did you get. #cmworld

@wittlake

 

@wittlake haha Happy #AprilFoolsDay #CMWorld

@eccushing

 

@wittlake Yeah, honestly I probably will too! #CMWorld

@cmcphillips

 

@SFerika Agree that looking at both can be helpful. I just don’t think benchmarks should set goals independently #cmworld

@ardath421

 

@cmcphillips @atxcopywriter @SFerika @wittlake for me this is an evening chat – hang on, I’ll grab a drink… #cmworld

@NHowellsFW

 

A9. And (2) go back to your objectives. Show that you blew them out of the water. #cmworld

@wittlake

 

@eccushing @SFerika @wittlake In that case you’d need to be super picky about your interns (and pay them relatively well) #cmworld

@atxcopywriter

 

A9: Consumption (views, downloads, social convos), sharing, lead gen (including indirect), sales (online, offline) #cmworld

@pisarose

 

@SFerika And I’ve had some clients try to do that πŸ™‚ unrealistic and leads them off track #cmworld

@ardath421

 

@CMIContent Yep, but I’ve seen those who forget it’s a two-way street. You want to provide value to the audience & the company. #CMWorld

@ladyluck34

 

@atxcopywriter @eccushing @SFerika And suddenly, they don’t sound like interns. And you can’t afford to lose them after August. #cmworld

@wittlake

 

@CMIContent @atxcopywriter Noticed the new email format. Looks good! #cmworld

@KyleAkerman

 

A8 When obsession over ROI is blinding. Need to continue focus on data but talk about Impact on Growth instead. @CMIContent #cmworld

@moveo

 

@cmcphillips Absolutely agree, Cathy! #CMWorld

@pisarose

 

@wittlake @atxcopywriter @eccushing These are the same interns that brands are handing over social media too as well πŸ˜‰ #cmworld

@SFerika

 

@wittlake LOL: (Average Value of Like) x (Social Capital Index) / (# of Press Clippings) x (RTs) πŸ˜‰ #cmworld

@fusionmex

 

@KyleAkerman @atxcopywriter Thanks! A work in progress for sure. #CMWorld

@CMIContent

 

ROI is the simplest formula yet w/so many factors involved it’s not easy one to get right…prob why people give up & go for easy #cmworld

@tracibrowne

 

@SFerika You wouldn’t send an intern to keynote an event. Why give them your digital brand keys? @atxcopywriter @eccushing #cmworld

@wittlake

 

@ardath421 oh heck no! benchmarks should never be set as goals in and of themselves, totally agree. Have to be realistic. #cmworld

@SFerika

 

@crestodina that sounds like a plan to me! #cmworld

@michaelrhunter

 

@atxcopywriter @SFerika @wittlake if intern=student, they shouldn’t publish nilly-willy: B2B audience & digital medium is tough #CMWorld

@eccushing

 

Q10: What is the most important content metric for your business? #cmworld

 

Argh! I missed most of #cmworld

@kiporama

 

@cmcphillips @lttlewys @atxcopywriter @SFerika @wittlake And I’m German πŸ™‚ #cmworld

@KyleAkerman

 

@tracibrowne ROI is a science and an art. Indeed. #cmworld

@SusynEliseDuris

 

@kiporama So sorry to hear that, Kip! We’ll have the transcript up soon, or jump in for the last few min! #CMWorld

@CMIContent

 

A10. Engagements resulting from the content. #cmworld

@kiporama

 

@wittlake @SFerika Totally disagree, depends on ur intern πŸ˜‰ @atxcopywriter @eccushing #CMWorld

@lttlewys

 

@wittlake @SFerika @atxcopywriter the whole point of an internship is to LEARN. Learning by doing only works with smart supervision #CMWorld

@eccushing

 

@SusynEliseDuris @tracibrowne Yes, and my HS English teacher told me it wasn’t possible for me to excel in both math and art! #CMWorld

@cmcphillips

 

A10: Tying content to contribution to revenue #cmworld

@ardath421

 

A10. For me: New business opportunities driven or influenced by content. #cmworld

@wittlake

 

That’s crazy…art is math! math is art! @cmcphillips @SusynEliseDuris #cmworld

@tracibrowne

 

@cmcphillips these days it’s whole brain thinking! @tracibrowne #cmworld

@SusynEliseDuris

 

A10: Customer retention and acquisition. Easier said. #cmworld

@mikemyers614

 

@CMIContent I shall review it! TY for the reminder… URL for where #cmworld is curated???

@kiporama

 

A10. Even more important (but still low volume): opportunities through relationships started with content and social. #cmworld

@wittlake

 

A10 from my clients: brand awareness, sales, new clients, returning clients, credibility and industry recognition… Just a few! #cmworld

@NHowellsFW

 

@kiporama Start here – we post here every week! Thanks! http://contentmarketingworld.com/cmworld-twitter-chats/ #CMWorld

@CMIContent

 

If you are forgetting that behind the numbers are real people, you are probably over measuring. #CMWorld

@JakeDParent

 

A10 I’d add engagement and loyalty (NPS) w/existing customers as a frequently overlooked content metric #cmworld

@SFerika

 

@CMIContent Again, TY! #cmworld

@kiporama

 

@wittlake @tracibrowne @cmcphillips like chocolate and peanut butter. You need both. #cmworld ok, now, I have a sweet craving…

@SusynEliseDuris

 

@JakeDParent Great point! #CMWorld

@CMIContent

 

#FosterTheInterns is the name of my hip digital marketing band #CMWorld #IsItHipToSayHip

@eccushing

 

Wow, fun chat today! Thanks @CMIContent for inviting me to join! #cmworld

@wittlake

 

@eccushing Ha – love it! #CMWorld

@CMIContent

 

@eccushing @wittlake @atxcopywriter it seems like many Co’s see interns as free manual labor pools, versus learning opp #cmworld

@SFerika

 

@wittlake This was fantastic! So glad you were here, Eric! We learned a ton and you just made more work for all of us! πŸ™‚ #CMWorld

@CMIContent

 

@wittlake @CMIContent Thanks for the insights! Great job. #cmworld

@mikemyers614

 

Thanks @wittlake for your insights and @CMIContent for your moderating another great chat. Cheers all. #cmworld

@SusynEliseDuris

 

Thanks to @wittlake and @cmcphillips for a great chat. And Kathy – looking forward to that post πŸ™‚ #cmworld

@ardath421

 

Did we miss your question in today’s chat? Email cathy[at]http://contentinstitute.com and we’ll be in touch. #CMWorld

@CMIContent

 

Wish I wasn’t trying to cram a week’s worth of work into one day…missed so much of a great chat today with @wittlake et al. #Cmworld

@tracibrowne

 

Thank you @wittlake for discussing #contentmarketing & measurement! A topic important to us all! #CMWorld

@CMIContent

 

Great #cmworld today – didn’t realise I had so many opinions about analysis. Now to start doing some!

@NHowellsFW

 

A10: visitors to leads conversion rate from the blog or social @CMIContent #cmworld

@Brewbom

 

Next wk on our #CMWorld #twitterchat, @tim_ash joins us to talk landing pages. http://contentmarketingworld.com/cmworld-twitter-chats/

@CMIContent

 

@SFerika @eccushing @wittlake Ugh. Run far away from those, interns! #cmworld

@atxcopywriter

 

I love any chat where I feel like I learnt something. Thanks @CMIContent and @wittlake! #CMWorld

@ladyluck34

 

And remember: Data can always lie. Stats can be made to tell a great number of stories. Not all are true #cmworld

@Brewbom

 

Nice “seeing” everyone, as usual #cmworld

@atxcopywriter

 

Looking for more information on @wittlake and Babcock & Jenkins? Visit http://bnj.com #CMWorld

@CMIContent

 

Sadly have 2 leave #cmworld chat but as promised: Content marketing ROI – measurement techniques & metrics http://ow.ly/viz7f

@fusionmex

 

Interested in a lively Native Advertising discussion? Hope you will join me and others again tomorrow! http://qub.me/0aJo00 #cmworld

@wittlake

 

Are you a senior marketer for an enterprise brand? We want you! Join us at our #CMWorld Exec Forum. Find out more: http://forum.contentmarketingworld.com

@CMIContent

 

@atxcopywriter Don’t miss Justified tonight! #cmworld

@KyleAkerman

 

@CMIContent @wittlake Thanks for the great #cmworld chat on #contentmarketing & measurement!

@KyleAkerman



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