The Secret to Measuring Value, Not Volume Jennifer Taylor December 11th, 2015 5 Takeaways From Rebecca Lieb’s Webinar According to industry expert Rebecca Lieb, 67% of marketers named measurement as the top area they need to invest in this year. Measurement is the foundational principle of a content strategy, and without metrics it’s impossible for brands to know if they’re achieving their goals.However, measuring content is tricky, and analytics applied to content tend to measure volume, not impact. Knowing how many people shared your content, clicked on a link, or liked your post is useful, but it won’t tell you if your content is actually filling the funnel and converting.Strategic advisor, research analyst and author Rebecca Lieb joined us this week to discuss her latest research on measuring the real dollar value of content’s performance. During the webinar Rebecca unveiled her pragmatic framework for measuring the business impact of content and walked us through six examples of brands that are doing it well.Here are our 5 takeaways from Rebecca’s webinar: 1. Think about how you distribute content.Sometimes the best way to measure ROI is not to look at what you’re putting out, but the way you're creating and distributing content. Creating operational efficiency can save you time, maintain cost control, and increase your ROI.Unilever is a multinational consumer goods company with hundreds of brands under their umbrella. They implemented collaborative tools and software that enabled three of the company’s top brands to unify their content initiatives, scale content globally, reduce the time it takes to publish, and increase output significantly. Unilever measured how much time they were saving in creating, publishing, and increasing output by repurposing content. The company estimates that the experiment saved them approximately 2 million dollars in the first year. Since then, Unilever has applied the strategy across multiple brands and markets, increasing their ROI on content. 2. UGC doubles as market research.Don’t create content in a vacuum. Siloed companies should break down the barriers between departments and work together to save money by having user-generated content (UGC) double as market research and testing.Rebecca walked us through Domino’s Australia’s campaign to demonstrate how UGC can also be a useful market research tool. The pizza chain released an app where customers could name and share their pizza creations. Domino’s made their customer’s pizza recipes available for order and paid the original pizza creators a commission every time they were ordered. Domino’s tracked the most popular pizzas and made them part of their menu, reducing the time to market new products and services while simultaneously measuring the popularity and sharing of content.Brands can save money by leveraging user-generated content (UGC) to solicit ideas and engagement from their audience. This strategy not only boosted audience participation, but also helped them measure the propensity to purchase while marketing new products and services.Pizza Mogul â Create. Share. EarnCreate your own pizza. Share it with your social networks. Earn a slice of the profit. Pizza Mogul powered by Dominoâs www.pizzamogul.com.au3. Keep money in your pocket by refining the customer experience. Content is not only valuable for attracting leads and increasing sales, but also for providing customer support and service. Customer service can be costly for organizations, but the right content can save a brand time and money.Rebecca used the example of Sony’s call center, which was receiving a high volume of calls due to a small issue with a TV model. Every call Sony received cost them 7 Euros. However, the company discovered a user-submitted troubleshooting post that was viewed 42,000 times in two weeks. Sony affixed a value of €294k to this short piece of content that addressed the customer’s pain point. The content didn’t cost a penny to make, and saved the brand considerable time and money.by Jen Taylor 4. Track the journey, not page clicks.When deciding what metrics to track don’t fall victim to the vanity metric. Make sure you’re not just tracking page clicks, but actually analyzing what content is pulling your buyers through the funnel. Zenni Optical is an online prescription glasses provider that used search, hardcopy content, and social media to engage customers throughout the buying process. Their content strategy focuses on providing potential customers with useful information and services during the buying journey. Zenni Optical helps visitors measure the space between their eyes and send pictures of themselves wearing the glasses to friends for feedback and advice. Zenni Optical collected information on how many items were in a customer’s cart, how long it takes a prospect to make a purchase from the cart, and compared browsing times with conversion rates. Knowing what content people viewed right before making a purchase and how much content people view before converting is much more useful than tracking the number of Twitter followers or page views.How to Measure Your PDby Jen Taylor via YouTube5. Nothing is set in stone. Optimize every step of the way.Make sure you know and understand the metrics and data. Does tracking the number of Twitter followers really tell you how many people are engaging with your content? Do page visits help you understand whether your content is valuable? Hits and clicks are only the “tip of the iceberg,” says Rebecca.Start by focusing on a narrow set of metrics that make sense for your business goals. This isn’t set in stone; it’s ok (and even encouraged) to change your measurement strategy as you better understand your own goals and target audience.Missed the webinar? No problem, get caught up on the rest of Rebecca Lieb’s research by viewing the slides here.