Measure your content Marketing


You’ve got a whole bunch of awesome content. People are commenting and liking your posts in hordes. You’ve figured that using cute cats in anything you write is well received. You start to wonder what your life would have been if you were a cat instead. Oh, distractions! You snap back into thinking about great content and wonder what’s the real impact of all this effort, all these likes and these cat memes.

Content marketing is an integral part of the marketing mix. As it continues to be able to demonstrate the value on business outcomes, it becomes a heavier and heavier investment.

To create content that people love and enjoy is probably the most important metric. But beyond that, how do you understand the value that it is driving for your business? What is a framework to think about the effectiveness about content marketing? What are the right metrics to use?

Goodbye likes and shares, hello pirate metrics.

I love the pirate metrics because it is so easy to understand, so intuitive and just badass.

Assuming you have setup all the right UTM tracking, let’s deep dive into the framework that I believe works for everyone – AAR (just like the pirates say it).

(A) Acquisition

How do your customers find you? How do they know about you? How do they end up subscribing to your future content? It’s the beginning of your relationship with them and you want to always be aware of what channels are driving this for you. Perhaps it’s word of mouth, conferences, sharing content on Facebook or tweeting quite often. Whatever works for you, it’s surely worth knowing the how.

(A) Activation

How do they first try your product? Or in many cases, what makes them tick? If you write a blog, how do you become a part of their weekly ritual? It’s probably the aha moment when they connect a particular subject matter to you.

(R) Retention

The holy grail of content? Having your users come back to you over and over again. You have brought them into the circle of value – always providing more and giving more.

Retention patterns are starting to understand who consistently comes to you and why but also why some people are not coming back. Retention is a great gauge for the lifetime value that you can provide to your readers and make your one time visit into a long lasting love story.

So, what does this all mean for me?

A) Write for each part of the funnel

You want to be sure that you are writing not just to acquire people, but also to activate – move them to their ‘aha moment’. Think about how different people are simultaneously moving through the funnel and be deliberate to write for each part of it.

B) Measure correctly

If you are not measuring, how will be you be able to understand the value of your work? Be sure to tag (all source, medium to the URLs) and measure all your content and understand the implications across the pirate metrics. Many times you might find that you have too wide an upper funnel and too narrow a lower funnel.

C) Problem solve for drop offs

The AAR framework will give you the ability to understand where people are dropping off in a very simplistic framework. Try to understand why perhaps a specific group of people aren’t coming back to your content pages and start perhaps catering to their needs or questions. A great starting point is to understand who is leaving and then test consistently to understand what makes them tick.

Pirate On: The AAR framework is a very versatile way of measuring the effectiveness of your content marketing. Spend 15 minutes to customise it for your business and you will be amazed by the laser sharpness that it gives to your entire content marketing strategy. Aye, Aye Captain?


This post was originally published on Joe is recognized as one of the “Top 20 Content Marketers” worldwide and awarded the “Most Influential Global Marketing Leader” at the World Marketing Congress. Joe has helped countless organizations and executives transform from unknowns to superheroes online.

Starbucks trending with Instragram in Singapore



Everyone in Singapore loves Instagram! And more so, we all love to take photos of everything we eat or drink.

Starbucks Singapore leveraged on this trend and seems to come up with a fabulous marketing campaign.

Anyone buying a starbucks coffee can collect one of these “Instragramable Coffee coasters” (named by me) to put their coffee on it to take a photo :)

All the coffee drinker and “instragramer” has to do is to simply pop up the relevant icons he/she wants such as the photo of the frappuccino, green tea latte, #ilovewhitechoc (for their white chocolate pudding drinks), or funny summer icons such as bikinis, skateboards or scuba diving instruments.

Innovation in marketing isn’t just about coming up with a radical new concept. Sometimes, it is best to join a trend and create something even more exciting of it.

In most cases with marketing, the trend is your friend. The trick is how you can leverage on this to make your brand even more exciting to engage with.

This one is surely “coffee for thought”.

On Lessons Learnt : Core Messages

On Lessons Learnt : Core Messages

Made to Stick by Chip and Dan Heath should be a must read book for marketers and everyone else. The book name was inspired by one of the chapters of the amazing book (almost like a marketers bible) called “The Tipping Point” by Malcolm Gladwell.

Made to Stick really analyses why some ideas survive and other die and explores what marketers can do to really make their ideas “stick” in the crazy little world.

Made to Stick is most well known for it’s SUCCES model which defines the 6 principles of what really makes ideas stick – Simplicity, Unexpectedness, Concreteness, Credibility, Emotion and Stories.

However, what i really took back from the book was their view about the importance of core messages. Of course, we all know that core messages are important blah. blah. blah.

But what really amused me was the realization about how often we tend to bury our core messages just to make something more interesting. This could be an article, visuals, videos anything.

I really believe that this tiny take away is so important in each one of our lives. Instead of focusing on how to make the article, visual or video more interesting, we should really focus our energy on making the core message interesting itself.

This little detail in the book had a profound effect on the way i analyze campaigns. Without a doubt, this idea “stuck”.

Moo #2: Marketing and Lies

When people hear of the word marketing, they often look down upon it. (To be honest, I don’t really blame them). Marketing is believed to be “the art of manipulating customers”. Details at the back of the product often don’t do what they are supposed to and everybody seems to be tricked by marketing yet again.

Truths of the past are often myths of today. In this case, you could probably get away with cheating and misrepresenting your customers in the past.  In the past, a large corporation was king but today, the customer is king, the beholder of power.

Anyone with a single status update, a few photos and a video can ruin everything that you painstakingly built. Customers are getting smarter, sharper and will not tolerate being cheated. So what do marketers do? I believe that for a brand to succeed, marketing needs to be truthful.  Saying the truth and standing by it will be the future of marketing. The brands that will truly stand by these values of honesty and truthfulness will emerge as true brand leaders.

I believe that lying and cheating only got brands this far.  The power of human networks both online and offline cannot be underestimated. Therefore the best thing to do would be to leverage on this power by spreading a “good word” about your brand and its products. This isn’t going to happen without a brand really being honest and being proud of it. If you ask me what the future of successful marketing will be? I’d say – Marketing is will simply be the truth made amusing, exciting and fascinating.