Reporting on the impact of content of revenue is challenging…so challenging that many startups just don’t do it. So last week I asked marketers how they do this. My favorite answer was from Parthi at Letterdrop. Figures that a founder of a content platform had the best answer. Parthi explained they track 3 things (in their own platform) to determine the impact of content on revenue: 1. 💧 Content Sourced Pipeline - Based on content that qualifies a lead, drives a form fill, or is the source of a deal 2. 🏎 Content Accelerated Pipeline - Based on content consumed post-deal creation and pre-deal close. 3. 🔦 Content Influenced Revenue - Based on content consumed at any point before an account closed. Together these measurements show what revenue was influenced by the content. And that’s what matters—how is content factoring into the puzzle that is converting someone to a customer. Here's a basic diagram of how this works. ⬇ 📺 But also check out Parthi’s Loom video explaining this methodology in the comments. Note: This is NOT a sponsored post, I just loved Parthi’s answer!
Rachel Kim
4mo
I like this framework. There are a lot of vanity metrics in content marketing that can distract from the ultimate value it drives for a business. This framework provides a very tangible way to consider the overall impact. One pitfall I see time and time again is focusing solely on visitors or overall organic traffic growth. Ultimately, unless you are attracting the right audience that is willing to engage and take the next step, top-line organic growth alone doesn't reveal much.
Phil Gamache
4mo
Parthi Loganathan Emily Kramer Let's say the output of this effort is that each category points to different content types as the most effective, example: 1. The top content driving 💧 Sourced Pipeline are comparison pages 2. The top content driving 🏎 Accelerated Pipeline are implementation guides and integration guides 3. The top content driving 🔦 Influenced Revenue is top funnel 'what is' type content What's the takeaway? All content is great and serves different parts of the funnel? We just keep investing in all types of content but no one type is arguably *more effective*? I'm always torn with the question: is that MTA juice worth all that squeeze? Curious your thoughts!
Robin Hanna
4mo
This and your previous post are some of the most valuable content pieces I’ve seen on LinkedIn. Bravo 👏
Austin Hughes
4mo
Love this - Emily Kramer do you have any suggestions on the best approaches to tracking attribution for startups?
it looks simple. but I know that the implementation might be tough. Well done on putting it in simple flow diagram Emily Kramer
Ryan Baum
4mo
Parthi Loganathan gets it!
Danielle Klassen
4mo
This is so helpful, thank you!
Loom video from last week's post from Parthi Loganathan: https://lnkd.in/e2n9rSGH