• Conducting pre-/post-awareness studies to measure the overall impact of
Build a pyramid
Robert Rose, chief strategist for the
Content Marketing Institute, and I
have been using the “Content Marketing Pyramid” for measurement for
quite some time. In short, our pyramid includes three sections:
1.Primary content indicators are the
types of measurements that your boss
wants to know about (sales, cost savings, retention rates, etc.).
2. Secondary content indicators are the
types of measurements that help make
the case for primary indicators (lead
quality, lead quantity, shorter sales
3. User indicators are the types of measurements that the content “doers”
(the people who create the content
in and around the organization) need
to look at to help drive the secondary
indicators (web traffic, “likes,” page
views, search rankings, etc.).
It may be easier to create an analytics
pyramid for each of the goals you are
trying to achieve. Everything you measure needs to start with an objective,
• Build or reinforce brand awareness.
• Create more effective lead conversion and nurturing.
• Increase customer conversion.
• Upsell or cross-sell customers.
• Create subscribers to our content.
Let’s say you’re putting together an
initiative to generate more leads for
your company. Here is how your pyramid might look.
Step 1: Segment your pyramid into
three parts. The bottom—the widest
part of the pyramid—is where your
user indicators belong. These are audi-ence-based metrics that are meant to
measure activity. You will slice, dice,
add, subtract and change these metrics
Your secondary indicators should
be located on the middle level. These
will be metrics that you associate with
team members, as well as specific processes that help you reach your goals.
These are generally what we think of
as short-term goals.
At the top of the pyramid are your
primary indicators, or key performance
indicators (KPIs), for your goal. These
metrics will be very few in number
and will constitute the dashboard that
you present to your manager or chief
executive. These metrics rarely change,
if ever, and are fed by the insights,
interpretations and data gathered from
your lower-pyramid measurements
(as well as from any gut feelings you
have). The goals themselves are what
you should be reporting, and nothing
Step 2: Map the segments. Imagine
your goal is to increase the number of
converted leads by 10 percent without
raising costs, and you’ve created a new
instructional blog to help you accomplish it.
There are a few ways you can get to
that number. You can either improve
the conversion rate of the existing
number of leads by 10 percent, or you
can increase the actual number of leads
by a percentage so that the number of
converted leads naturally goes up by
So, to build your primary indicators,
you’ll only want a handful of numbers
in that top dashboard, such as:
The goals themselves
are what you should be
reporting, and nothing