Measure your Content Marketing within Marketo – A Publishers Process

As a former marketer of a magazine publisher one of my responsibilities was audience development, which meant I was to increase content consumption from our audience and grow our editorial content reach. To increase content consumption I needed a better understanding of:

  • What content is performing by our core subscriber base?
  • What content is not performing with our core subscriber base?
  • What format is performing the best?
  • What format is performing the least for specific content?
  • Are there potential new ways to package our content so our core subscribers can consume more?

To answer these questions I needed to dig deep into our Marketo data.

I needed to be able to map all of our content the same way across all systems. As a magazine, there are”beats” top categories and sub-categories. By leveraging Marketo Folders and Tags I was able to replicate the CMS categories and tags.

Let’s look at an example:

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The Top categories are:

  • Marketing
  • Advertising
  • Digital
  • Media
  • Agency
  • Data
  • B2B
  • Video
  • Superbowl

Within these categories are subcategories which are found as tags at the bottom of the page. Here is an example:

screen-shot-2017-02-08-at-11-15-39-pm

For simplicity, let’s just focus on the Top categories. When naming a folder you do not want the name to be very long as it will be hard to identify assets when building smart list and flow steps. So let’s make acronyms for all of these categories.

  • Marketing – *MKT
  • Advertising – *ADV
  • Digital – *DIG
  • Media – *MED
  • Agency – *AG
  • Data – *DAT
  • B2B – *B2B
  • Video  – *VD
  • Superbowl – *SB

Continuing with Marketo best practices lets make sure all marketing activities are coded. For example:

  • Webinar – WB
  • White Paper – WP
  • eBook – EB
  • Conference – CNF
  • Owned Event – OE
  • Tradeshow – TS
  • Web Traffic – WT
  • Newsletter – NL

For filtering reasons you want to start your folder with the year, followed by month, then day. This will help you keep your instance clean. It is also best to include the asset name or portion of the name, as well as the sponsor if applicable. Below is an example of a final folder name.

YYYY-MM-DD WB*DIG asset name

By building the internal folder names this way, we were able to:

  • Identify individuals who have engaged with specific content within smart list and lead reports
  • Identify specific content performance via email performance, email link performance, program performance, and advanced RCE reports.

By using these Marketo best practices, it enabled the Marketing team to answer who is engaging with what content, in what channel, and what type of topics these individuals were reading. This powerful information was shared with the content development team allowing them to plan what content to write, and we shared what content was consumption with the sales team to improve sales resulting in an increase in revenue.

 

 

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