Gartner-如何通过三个步骤衡量内容营销（英）-2021.10-17正式版.docx

GartnerGartnerforMarketersHowtoMeasureContentMarketingin3StepsNicoleDenmanGreeneSrDirectorAnalyst1.izzyFooKuneVPAnalystDigitalmarketingleadersmustdemonstratethevalueofcontentmarketingprograms,butmanydon,tknowwheretobegin.Followthesestepstomeasureyourcontentmarketingstrategyandtoestablishitsvaluetoyourbusiness.,NicoleDenmanGreeneSrDirectorAnalyst1.izzyFooKuneVPAnalystPublished14September2021IDG00750930OverviewKeyFindings Contentmarketingisoutpacingmarketers'abilitytomeasureitseffectiveness.Digitalmarketingleadersneedamorerigorousapproachwhendefiningkeysuccessmetricsforcampaignstomeasurethevaluethatcontentmarketingbringstothebusiness. Contentisconsumedthroughoutthecustomerjourney,butmarketersstruggletomeasureandoptimizetheircontentassetsacrosschannelsandcampaignstosupportcustomerdecisionmakinginthejourney. Inundatedbypotentialmetricsorlackingawarenessofhowtoleverageexistingdatamarketersfailtooutlinespecificmeasurementplansthatcomplementtheircontentstrategy.RecommendationsFollowthesethreestepstomeasurecontentmarketing'svalue: Mapcontenttoyourcustomerjourney.Thishelpsyouunderstandthecontentyouhave,whereitperformsbestandhowtofocusyourfuturecontentoneffortsthatsupportcustomerandbusinessneeds. Identifytheresponseyouwantfromprospectsandcustomerstodeterminewhatmetricsareneededtoprovethevalueofyourcontentmarketing. Communicatethebusinessvalueofyourcontentmarketingeffortsbyusingkeyperformanceindicators(KPIs)thatalignwithyourorganization'sstrategicbusinessgoals.IntroductionContentinfluenceseverystageofthecustomerjourney,someasuringcontentmarketingiscrucial.Yet,only42%ofB2Cand41%ofB2Bmarketershaveadocumentedcontentstrategy,accordingtoaContentMarketingInstitutesurvey.Lackingaclearstrategy,marketersforgomeasuringthebusinessvaluethatcontentdrivesandinsteadfocusonoperationalandtacticalmetrics.uContentmarketing,is:Theprocessandpracticeofcreating,curatingandcultivatingtext,video,images,graphics,eBooks,whitepapersandothercontentassetsthataredistributedthroughpaid,ownedandearnedmedia.Theseassetsareusedtotellstoriesthathelpbrandsbuildandnurturerelationshipswithcustomers,prospectsandotheraudiencestodriveawareness,generatedemand,influencepreferenceandbuildloyalty.Contentmarketingprogramsusedtofocusprimarilyonmarketing'ssearchengineoptimizationpractices,whichoftenemployedaquantity-over-qualityapproachtoimproveacompany'svisibilityinsearchengineresults.However,contentmarketingprogramshaveevolvedintoamultichannelexperienceasconsumersmovefluidlyacrosschannelsexpectinghigh-quality,relevantcontentateverytouchpoint.Todaythesemoreevolvedcontentmarketingprogramsneedaclearplantoeffectivelyreachconsumersateverypointoftheircustomerjourney.Thatcontentmarketingplanshouldconsiderwhethercontentisusedasanasset,inacampaignoraspartofanentiremarketingprogram.Theplanalsoshouldincludemetricsthatcangaugehowcontentperforms.It'simportanttousethefollowingpreciseterminologywhendiscussinghowtomeasurecontentmarketing(seeFigure1): Contentassets:Webinars1blogposts,videosandotherassetsusedinoneormorechannels. Contentmarketingcampaigns:Discrete,objective-basedmarketingactivitieswherecontentservesaspecificpurpose Contentmarketingprograms:AllthecontentmarketingactivitieswithinyourenterpriseThisresearchdemonstrateshowtomapoutacontentmarketingplanbasedonyourcustomerjourneyanddefineswaystomeasurehowyourcontentissen/ingyourmarketingstrategyandthebusiness.Figure1.TerminologyforMeasuringContentMarketingSource:GartnerAnalysisStep1:MapContenttoYourCustomerJourneyContentassetsarethebuildingblocksofyourcontentcampaignsandprograms.Asyourcustomersmovethroughthebuy,ownandadvocatestagesoftheirjourneywithyourproducts,theyinteractwithindividualcontentassetsthattogethermakeuptheiroverallexperience.Beforeyoumeasuretheeffectivenessofthiscontent,you,llneedthefollowing:Customerjourneymap:Ablueprinttounderstandhowprospectsorcustomersconsumeyourcontentduringtheirrelationshipwithyourbrand(seeUseGartner'sBuy/Own/AdvocateFrameworktoMapCustomerJourneysandDeliverBetterCustomerExperiences)Contentaudit:Aninventoryofcontentyourprospectsandcustomersuseateachstageoftheirjourney(seeHowtoScope,PlanandExecuteaContentAudit)Startthisexercisewithaclearlyidentifiedtargetconsumer.Identifyhowconsumersuseyourcontentassetsastheyconsiderapurchase,experienceyourproductandadvocateforyourproduct(seeFigure2).Continuethiscontentmappingexerciseforeachdiscretetarget.JourneyStageFigure2.MapContenttotheCustomerJourneyContentPurposeTypeWhatstageofthejourneyareyoumappingyourcontentto?Whatisthegoalofthentet?Whattypeofcontentisit?Commonexamplesincludewhitepapers,campaignlandingpages,blogposts,images,infographicsandvideos.TopicDoesthecontenthaveacalltoaction?Whatwillyourcustomerorprospectgainfromreadingthecontent?ExampleEvaluateOnboardRecommendSource:GartnerShareinformation,IntroducetheproductorSerViCeEncourageloyalty(e.g.,shareareferralcode) Whitepaper,Nativead Btogpost,Emailmess