Joe Gelb, CEO of Zoomin said that we understand that the content we create is useful and impactful. The question is, how many can measure that impact?
Technical content does selling when sellers are not in the room. 90% of B2B customers reference content before purchasing. 70% of B2B we traffic is for technical product content.
Technical content powers every step of your customer journey. From awareness, learning, evaluating, and buying, to implementing, launching, useing, expanding, and renewing.
What is content ROI methodology. 4 step framework.
Choose your KPI, capture data, quantify and monetize, and articulate value.
Three pillars of KPIs: infrastructure, efficiency and cost, and revenue growth.
Infrastructure KPIs revolve around traffic, search, engagement, satisfaction, SEO score.
Efficiency and cost reduction KPIs include cost of hosting, cases deflected, M&A acceleration, publishing and implementation time.
Revenue and growth KPIs include awareness, time-to-market, new business from traffic, product adoption, self-service rate, churn.
The ability for customers to get value initially correlates with renewal.
How to choose the "right" KPIs?
Not everything that can be counted, counts. Reflect company values and goals. Realistically measurable. Tells a well-rounded story with data from each pillar.
4 main sources of data: portal analytics, industry benchmarks, internal documentation team KPIs, and stakeholders' data.
Track specific metrics over time. Decide on Day One and measure progress.
The road to case resolution goes through case classification. For example, how to and installation/configuration cases could have been resolved by documentation. We can have a high impact on those types of cases.
No comments:
Post a Comment