Content Marketing Strategy: Building Measurement Pyramid
Learn how strategic content drives visibility, leads, and revenue across the customer journey—proving real impact in a high-cost, high-expectation market.
Content Marketing Strategy: Building Measurement Pyramid
Content is the engine driving visibility, engagement, and conversions across every stage of the customer journey. With increasing ad costs and high customer expectations, just creating content is not enough; you have to prove that it is influencing awareness, generating leads, and driving revenue.
This is where content marketing measurement comes.
Content marketing measurement refers to the process of evaluating the performance of content marketing efforts to understand their impact and effectiveness towards business goals. It play role in converting leads, growing revenue & conversion, decreasing the bounce rate, and tracking various metrics for determining how well the content performs against defined goals.
Modifying methodology for content marketing strategy, also called content marketing Measurement Pyramid.
The pyramid is a framework that can be utilized for assigning a shareable objective and understanding the important (and well-understood) meaning of progress toward that objective.
Four levels to each pyramid:
- The Objective
A shared and well-understood goal.
Objective should align with the charter and responsibilities identified and are the result of understanding the overall business goal and what success looks like.
- The Key Results
Unambiguous investment values demonstrating objective fulfilment.
- The KPIs
Key Performance Indicators
Unique aggregated measurements informing progress toward the key results.
- The Analytics
Detailed transactional conversions, conversations, and other single data points make up the measurement of the KPIs.
Process of building a measurement pyramid for each of your strategic objectives :
Step 1: Set The Objective
Make sure your goal is real and communicable.
Strategic objectives that are well-written capture a variety of ways that content would benefit the company. Additionally, they allude to or explicitly discuss a time horizon- the moment at which success would occur.
Whether long-term or short-term objectives. Plan to realize objectives (or not) by the quarter, year, or multiple years.
Figure out hierarchy
Establishing strategic goals does not prevent them from evolving as the market or assumptions do. It simply means that you can begin time-boxing them to determine how quickly you need to make changes.
For instance, your company has decided that making sure your new thought leadership blog is a useful platform for the company is the strategic goal.
You can see this objective belongs in the upper left part of the journey, as discussed previously (direct savings), and is squarely in the Campaign category of value.
You can also see in the objective that it’s not just a source of new leads at any cost. Your blog is designed to be a profitable source of new leads.
Step 2: Define Success with the Key Results
Defining key results that the business would agree are standards defining objective.
Maybe you agree with these important findings
- Within a year, the blog generates 10% of all net new sales-qualified leads.
- Within a year, the blog generates 2,000 addressable subscribers
- The blog generates leads at a 10% lower cost than traditional lead acquisition
- Twenty per cent of all website traffic comes from the blog
The idea of identifying a handful (not dozens) of key results that would define what a profitable source of leads means.
Step 3: Design Your KPIs
One of the difficulties with your primary findings is that each one is likely better described as a collection of measurements rather than a single measurement.
For example, there are several approaches to achieve the crucial outcome that “blog leads would be 10% cheaper than standard leads.”
Designed KPIs help you get to the best definitions of how to measure progress toward reaching your key results. So, for example, there may be quite a few KPIs that will help you better determine your progress.
By looking at KPIs, including subscriber counts, subscriber vs. visitor and lead form fills, conversion rates by content promotion methods (paid vs. organic), A-level (sweet spot) subscribers vs. B-level subscribers such as competitors, students, etc., and paid traffic bs. Organic traffic level and cost, you get the idea, which is the equivalent of help with understanding the in-game analytics data for helping in playing a better game.
Step 4: Assemble Your Analytics
Once the KPIs are understood, begin to identify the specific analytics, which are the granular measurements defining the continuous health of your individual KPIs.
Analytics tools are built to measure the granular, transactional elements of “what happens.”
They are not built to measure “why” it happens.
After examining KPIs and then assembling the precise analytics, define the measurement of improvements or progress toward them.
With perhaps dozens of KPIs, you can then look to the various metrics that will help you understand how your actions are impacting progress toward them.
Consider:
- Likes and follows on social media, promoting the blog
- Shares of content from the blog
- Traffic, time on site, bounce rates
- Cost of content production
- Cost of the traffic being generated
- SEO rankings for specific keywords
