Email Open Rates: Misleading Metrics and Best Practices

It’s Still Not Working While email open rates aren't a viable way to measure marketing effectiveness, we recommend some proven ways to get more from your email marketing. There’s no time like the present for us marketing professionals to stop using email open rates to measure marketing campaign effectiveness. It’s 2019, and they’re still not helping us get where we want to go as marketers, and, at best, they’re an untrustworthy and misleading metric. Aside from being difficult to read and unreliable, they direct our attention away from metrics that really matter, like clicks, conversion, and adoption. (If you’re [...]

By |2023-03-06T10:09:48-05:00May 22nd, 2019|Content Marketing, Content Marketing Metrics|

Will Your Metrics Send Your Content Campaign Careening Off a Cliff or Climbing to New Heights?

So Much Vanity, So Little Time The savvy tech content marketer constructs content marketing campaigns with the metrics in mind. These metrics not only measure success, but they help the marketer fine-tune their campaign as they roll it out. Meaningful metrics aren’t just end points, they are markers of the success of the campaign along the way. They should bring valuable data that helps inform decisions even as content is rolling out. Yet, despite your savviness, do ever feel... …cheated by your metrics? If you do, you might be using vanity metrics that aren’t connected to a business goal. [...]

By |2023-03-06T10:09:45-05:00July 3rd, 2019|Content Marketing, Content Marketing Metrics|

How Long Should You Wait? Content Marketing Campaign Result Timelines

The sad, sad reality of technical content marketing is true for pretty much all content marketing campaigns: they need time to build steam. Expect to see results in 6 months with organic traffic, brand awareness, and share of voice/share of conversation continuing for up to 2 years. Our experience gleaned from our clients bears that out, as well as the experience of several others. However, there is some dependence on the type of campaign, the desired result for your company, the metrics you are focusing on, and some factors contributing to success that you can influence. When Will I [...]

By |2023-03-06T10:09:43-05:00July 17th, 2019|Content Marketing, Content Marketing Metrics|

Is a Blog Frequency of Twice a Week Enough?

Conventional Wisdom (?) One way to reach the modern developer is by offering them technical content regularly on your company’s blog.  Based on anecdotal experience, we recommend a blog frequency of at least twice a week. However, thanks to HubSpot, there is new data about blogging for B2B marketing that suggests the frequency should be higher, begging the question, “Is a blog frequency of twice a week enough?” More Is More According to HubSpot’s blog post "How Often Should Companies Blog?" (with benchmark data updated in 2019): “B2B companies that blogged 11+ times per month had almost 3X more [...]

By |2023-03-06T10:09:23-05:00July 24th, 2019|Content Marketing, Content Marketing Metrics|

How Technical Content Influences Brand Awareness And The Metrics That Matter

Talk Technical to Me Brand awareness is typically measured using a variety of metrics. Surveys tend to be useful, with logo recognition and brand recognition helping build out that data. Other metrics that can flesh out the picture of brand awareness include share of voice and net promoter score. For companies marketing to developers, technical content influences brand awareness, perception, and trust. Metrics That Matter Share of voice is historically defined in terms of advertising and PR, but it is now applied to marketing. From a PR standpoint, it is a measure defined as the number of conversations being [...]

By |2023-03-06T10:09:22-05:00July 31st, 2019|Content Marketing, Content Marketing Metrics|

How to Calculate your Content Marketing ROI

What Is It? Content marketing return on investment, or ROI, is a ratio of the return of your content marketing campaign in whatever units are important to you (usually currency), divided by the cost in the same units (again, usually currency). While the units must be uniform in order to create a dimensionless number to draw comparisons, inputs can include other units of measure — like staff hours — that are converted to a currency unit. It’s pretty simple, so why does it feel so hard? Probably because many times even a successful content marketing campaign is hard to [...]

By |2023-03-06T10:09:21-05:00August 7th, 2019|Content Marketing, Content Marketing Metrics|

Developer Sentiment

Sentiment Defined Sentiment as it regards to marketing and PR usually refers to social sentiment, which is the emotion associated with your brand when it is mentioned on social media. It can also be a measure of the tone of articles mentioning your brand or competitors. Either way, it is a measure of your brand creating positive or negative associations. What Is Developer Sentiment? Developer sentiment refers specifically to the emotion and tone that developers use when mentioning your brand. If your business depends on developer adoption or influence, developer sentiment is important to understand and to influence. But [...]

By |2023-03-06T10:09:20-05:00August 14th, 2019|Content Marketing, Content Marketing Metrics|

Metric Mythology: Click thru, conversions, and page views

What Is Metric Mythology? No, this isn’t about how metrics are useless, wrong, or meaningless. Metric mythology is a set of stories about a situation that can be exaggerated or fictitious. They can be misleading. It’s easy to forget what metrics measure and what they don’t. Here’s a quick guide to some metric mythology to keep you from misinterpreting your metrics and drawing false conclusions about your content marketing campaign. Low Click Thru Rate, Bad Content Click thru rate (CTR) means nothing if your audience doesn’t land or stick to your content. Why would that happen? One of the [...]

By |2023-03-06T10:09:19-05:00August 21st, 2019|Content Marketing, Content Marketing Metrics|

Listening: How to Measure Developer Content Sharing and Engagement

Defining Developer Content Sharing Developer content sharing is content about programming/information technology that developers or IT professionals share with each other. Engagement is evidence that these developers care about that content as seen by comments, replies, likes or other digital interactions. To measure developer content sharing and engagement you can easily leverage the tools that content marketers normally use to measure social share and engagement. However, you need to expand your share and engagement search (possibly through the share of voice measurement) to look for shares from other sources like developer-to-developer communities (D2D), specifically in forums, bulletin boards, or [...]

By |2023-03-06T10:09:19-05:00August 28th, 2019|Content Marketing, Content Marketing Metrics|

Structuring Content With Developer Engagement In Mind

Developer Engagement Measuring developer engagement is an important part of making meaningful measurements of a content marketing campaign targeting a developer audience. So, how should content be structured to encourage developers to share content to promote subsequent engagement? Mix It Up The most important thing is to feature content that helps with professional skill building or training. Tutorials or how-to’s are the content most likely to be shared by developers with their peers. Why? Because it is perceived as useful. However, there are important steps you can take when structuring that useful content. Even if your content is primarily [...]

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