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

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1、GartnerGartnerforMarketersHowtoMeasureContentMarketingin3StepsNicoleDenmanGreeneSrDirectorAnalyst1.izzyFooKuneVPAnalystDigitalmarketingleadersmustdemonstratethevalueofcontentmarketingprograms,butmanydon,tknowwheretobegin.Followthesestepstomeasureyourcontentmarketingstrategyandtoestablishitsvaluetoyo

2、urbusiness.,NicoleDenmanGreeneSrDirectorAnalyst1.izzyFooKuneVPAnalystPublished14September2021IDG00750930OverviewKeyFindings Contentmarketingisoutpacingmarketersabilitytomeasureitseffectiveness.Digitalmarketingleadersneedamorerigorousapproachwhendefiningkeysuccessmetricsforcampaignstomeasurethevaluet

3、hatcontentmarketingbringstothebusiness. Contentisconsumedthroughoutthecustomerjourney,butmarketersstruggletomeasureandoptimizetheircontentassetsacrosschannelsandcampaignstosupportcustomerdecisionmakinginthejourney. Inundatedbypotentialmetricsorlackingawarenessofhowtoleverageexistingdatamarketersfail

4、tooutlinespecificmeasurementplansthatcomplementtheircontentstrategy.RecommendationsFollowthesethreestepstomeasurecontentmarketingsvalue: Mapcontenttoyourcustomerjourney.Thishelpsyouunderstandthecontentyouhave,whereitperformsbestandhowtofocusyourfuturecontentoneffortsthatsupportcustomerandbusinessnee

5、ds. Identifytheresponseyouwantfromprospectsandcustomerstodeterminewhatmetricsareneededtoprovethevalueofyourcontentmarketing. Communicatethebusinessvalueofyourcontentmarketingeffortsbyusingkeyperformanceindicators(KPIs)thatalignwithyourorganizationsstrategicbusinessgoals.IntroductionContentinfluences

6、everystageofthecustomerjourney,someasuringcontentmarketingiscrucial.Yet,only42%ofB2Cand41%ofB2Bmarketershaveadocumentedcontentstrategy,accordingtoaContentMarketingInstitutesurvey.Lackingaclearstrategy,marketersforgomeasuringthebusinessvaluethatcontentdrivesandinsteadfocusonoperationalandtacticalmetr

7、ics.uContentmarketing,is:Theprocessandpracticeofcreating,curatingandcultivatingtext,video,images,graphics,eBooks,whitepapersandothercontentassetsthataredistributedthroughpaid,ownedandearnedmedia.Theseassetsareusedtotellstoriesthathelpbrandsbuildandnurturerelationshipswithcustomers,prospectsandothera

8、udiencestodriveawareness,generatedemand,influencepreferenceandbuildloyalty.Contentmarketingprogramsusedtofocusprimarilyonmarketingssearchengineoptimizationpractices,whichoftenemployedaquantity-over-qualityapproachtoimproveacompanysvisibilityinsearchengineresults.However,contentmarketingprogramshavee

9、volvedintoamultichannelexperienceasconsumersmovefluidlyacrosschannelsexpectinghigh-quality,relevantcontentateverytouchpoint.Todaythesemoreevolvedcontentmarketingprogramsneedaclearplantoeffectivelyreachconsumersateverypointoftheircustomerjourney.Thatcontentmarketingplanshouldconsiderwhethercontentisu

10、sedasanasset,inacampaignoraspartofanentiremarketingprogram.Theplanalsoshouldincludemetricsthatcangaugehowcontentperforms.Itsimportanttousethefollowingpreciseterminologywhendiscussinghowtomeasurecontentmarketing(seeFigure1): Contentassets:Webinars1blogposts,videosandotherassetsusedinoneormorechannels

11、. Contentmarketingcampaigns:Discrete,objective-basedmarketingactivitieswherecontentservesaspecificpurpose Contentmarketingprograms:AllthecontentmarketingactivitieswithinyourenterpriseThisresearchdemonstrateshowtomapoutacontentmarketingplanbasedonyourcustomerjourneyanddefineswaystomeasurehowyourconte

12、ntissen/ingyourmarketingstrategyandthebusiness.Figure1.TerminologyforMeasuringContentMarketingSource:GartnerAnalysisStep1:MapContenttoYourCustomerJourneyContentassetsarethebuildingblocksofyourcontentcampaignsandprograms.Asyourcustomersmovethroughthebuy,ownandadvocatestagesoftheirjourneywithyourprodu

13、cts,theyinteractwithindividualcontentassetsthattogethermakeuptheiroverallexperience.Beforeyoumeasuretheeffectivenessofthiscontent,you,llneedthefollowing:Customerjourneymap:Ablueprinttounderstandhowprospectsorcustomersconsumeyourcontentduringtheirrelationshipwithyourbrand(seeUseGartnersBuy/Own/Advoca

14、teFrameworktoMapCustomerJourneysandDeliverBetterCustomerExperiences)Contentaudit:Aninventoryofcontentyourprospectsandcustomersuseateachstageoftheirjourney(seeHowtoScope,PlanandExecuteaContentAudit)Startthisexercisewithaclearlyidentifiedtargetconsumer.Identifyhowconsumersuseyourcontentassetsastheycon

15、siderapurchase,experienceyourproductandadvocateforyourproduct(seeFigure2).Continuethiscontentmappingexerciseforeachdiscretetarget.JourneyStageFigure2.MapContenttotheCustomerJourneyContentPurposeTypeWhatstageofthejourneyareyoumappingyourcontentto?Whatisthegoalofthentet?Whattypeofcontentisit?Commonexa

16、mplesincludewhitepapers,campaignlandingpages,blogposts,images,infographicsandvideos.TopicDoesthecontenthaveacalltoaction?Whatwillyourcustomerorprospectgainfromreadingthecontent?ExampleEvaluateOnboardRecommendSource:GartnerShareinformation,IntroducetheproductorSerViCeEncourageloyalty(e.g.,shareareferralcode) Whitepaper,Nativead Btogpost,Emailmess