Metrics for Success - For Content Marketers
With the opportunities presented by big data, omni-channel, and real-time marketing, the goal of effective one-to-one marketing communication is within reach - but they need more assets to achieve it. The creative production process has historically been hard to measure and optimize, but it's also an area where creative operations managers can see huge gains in productivity, efficiency and asset creation.
Why track metrics? How do they provide insights and boost the development process?
Build Baselines — Obtaining benchmarks is key to quickly acknowledging, improving and eliminating inefficiencies. Creative operations managers that determine current production levels of content marketing & creative teams are able to readily implement improvements and compare them to past results.
Example key metrics include: volume of assets/comments, asset duration and number of revisions.
Resource Planning — Determining the capacity and level of output from creatives becomes important to ensure quality assets are being produced in a timely manner. Understanding historical performance and efficiency levels of creative personnel becomes crucial when making content marketing asset plans.
Example key metrics include: time-to-completion, number of comments per asset and number of iterations versus baselines
Internal Improvements — Quantifying internal turnaround of required feedback, review and approval is important. Production is a two-way process, and thus understanding internal processes can help to detect inefficiencies that may be preventing designers and copywriters from producing assets faster.
Example key metrics include: time to first comment, time to complete review.
Identify Responsibility — Tracking the exact moment an asset is left at a standstill, for example, an asset waiting for manager approval... or knowing that an updated version is live and ready for a second viewing, is important to understand who is responsible for snags in the production process. Metrics can be quantified, and internal or external processes can be adjusted accordingly.
Highlight Delays — Numbers harvested from the production process can be used to pinpoint and quantify bottlenecks that hinder an optimized production process. These can be used to boost the entire production by identifying what sections of the process are causing the biggest hindrance to the optimized delivery of assets.