1Jul/110
The Content Grid: a framework for the process of Content Marketing
From the (excellent) Social Media ProBook:
The "buying" process begins long before a sales person contacts a prospect. The fuel that drives a prospect from latent interest to active demand is created, curated or procured by a brand, distributed over social channels and measured against business objectives.
Their list of KPIs is particularly interesting:
Awareness:
- traffic / page views / time onsite
- content downloads
- inbound links / page rank
- fans / followers
- mentions / comments / shares
Consideration:
- open / click-through rates
- inquiries / database growth
- form submission rate
- funnel conversion (stage change)
Close:
- qualified / accepted leads
- meeting with sales
- opportunities
- active pipeline / pipeline value
- closed deals