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Measurement. It’s that thing we all know we have to do but no one volunteers for. Like the dishes. The group of speakers presenting in the advanced measurement track at Content Marketing World 2015 will make you want to pull on those rubber gloves and start scrubbing (your data) because they are all expert-level practitioners who are recognized for their ability to make the complex easy to understand.
Just when you thought it wasn’t safe to learn about measurement, these great offerings came along and made it all okay:
Be prepared to have your mind blown. CMI’s Chief Strategy Officer Robert Rose knows the higher-ups at your place are asking for return on investment of Content Marketing. Everybody is. But Robert is asking, should that be what they are asking for?
He believes ROI is not the best way to look at Content Marketing and you’re going to want to hear why.
LEVEL – Advanced
There’s a lot of talk about return on investment as a marketing metric. But ROI in inherently flawed for campaign-based marketing. However, a new, evolved look at Content Marketing might make ROI just exactly the remedy we need to build a better business case, and measurement for Content Marketing. In this session, which will kick off the measurement track, we’ll cover:
This will be an honest, bare naked truth of measurement and content marketing.
Ever feel like the last kid picked for the kickball game? Well, let’s just remember what happened to that kid…s/he went on to college – at age 14 – got his/her advanced degree before you were even out of high school and is now pulling down seven figures without even breathing hard.
Know who can help you do that? Andy Crestodina, that’s who.
He’s co-founder of Orbit Media, a sought-after speaker when it comes to anything measurement-related and, as if that weren’t enough, he’s author of the book Content Chemistry: An Illustrated Handbook for Content Marketing. So, yeah. Here are the deets:
LEVEL – Advanced. This Advanced Measurement session is for content marketers with two years of experience or more.
Some marketers have all the luck. They get way more shares than you. They get tons more email subscribers than you. They get much higher search rankings than you. Their content is good, but not great. So what are they doing differently?
There are insights, waiting to be discovered in your Analytics. This presentation will teach you how to find those insights and use them to drive better results.
What gets measured gets done. Somebody said that (although I have no idea who it was) and they were right. In this session PR 20/20 founder and CEO Paul Roetzer will help you know how to align your measurement with business goals so everyone goes home happy. Technology is great, but without a great process it’s just a bunch of charts and graphs. Here’s how Paul can help:
Marketing technology advances have made it easier and more affordable to connect activities to outcomes, but content marketers have largely dropped the ball when it comes to monitoring, reporting and improving performance. The key is to align content marketing KPIs with overall business goals, have a logical and well-documented process for updating and reporting results, and develop systems for turning data into intelligence and intelligence into action.
You might not want to let your kid sister know about this session…’cause unicorns are going down!
In it, VP of Platform at NextView Ventures Jay Acunzo will tell you what you need to do to fly right by those unicorns using what he calls the Content Wheel. His presentation will help you understand how to align your content with your product or service by creating a seamless playbook that will also help you do it consistently. Sound good? You bet it does.
LEVEL – Advanced
Every single day, successful startups have to out-compete the big guys, from Fortune 500s to startup “unicorns” (companies that exploded to great scale seemingly overnight). How do they do it when they lack both resources and existing audience? By running the Content Wheel — a sustainable, iterative approach to publishing and distributing content, building audiences and stacking the ROI deck in your favor.
In this talk, we’ll cover…