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How to Conquer the Content ROI Conundrum презентация
Содержание
- 1. How to Conquer the Content ROI Conundrum
- 2. Content Marketing is a Big Deal Source: CAM foundation
- 3. Content fuels your marketing programs Good content Good performance Sub-optimal content Poor performance
- 4. Content is used across channels and programs
- 5. Content is not free
- 6. Protect your budget for content initiatives Create
- 7. You need to understand content ROI It shouldn’t be a mystery…
- 8. But, measurement is hard
- 9. Overview 8 Success Secrets Setting Goals ROI Real-life examples Q&A
- 10. 8 Success Secrets
- 11. Success Secret #1: Agree on Metrics
- 12. Example – What Metric Matters? Social Referrals Increased time spent on-site Pipeline
- 13. Scenario So what?
- 14. When Metrics Take Away Credibility Vanity Metrics
- 15. When Metrics Take Away Credibility Cost Metrics
- 16. The best event programs incorporate intentional measurement
- 17. Success Secret #3: Terminology Do not
- 18. Success Secret #4: Design Programs to
- 19. Collect the right data to answer your
- 20. Success Secret #5: Have defined metrics
- 21. Success Secret #6: Build data
- 22. Success Secret #7: Keep it simple vs.
- 23. Success Secret 8: Measure, but focus on decisions to improve ROI Source: Infogineering Model
- 24. Setting Your Content Goals
- 25. Do not just jump to content tactics… I just love infographics!
- 26. Goals for Content Marketing
- 27. Set and prioritize your goals
- 28. Demand Gen Example Detailed
- 29. Setting Benchmarks
- 30. Example Very early indicator
- 31. Program ROI
- 32. Which content assets work best for you
- 33. Track All Touches Across People Screenshot: Marketo Revenue Cycle Analytics
- 34. Downloaded eBook on Analytics Registered for
- 35. Downloaded eBook on Analytics Registered for
- 36. (FT or MT) Ratio = Pipeline
- 37. Know what is effective at TOFU
- 38. Example Website – 23K views, 10,283 downloads
- 39. Real Life Examples
- 40. Example #1: Blog
- 41. Your Blog
- 42. Blog - Results From average 14 a week to 145/week - 10X growth!
- 43. Blog Piece
- 44. Goals: Brand awareness, lead generation Metric: blog
- 45. Create an index Compare to posts
- 46. Early Stage Assessment How are
- 47. Later Stage Assessment time
- 48. Performance
- 49. Comparison time
- 50. Performance
- 51. Example #2: Large Content Initiative
- 52. Thought Leadership Piece
- 53. Goal: Brand awareness and lead generation Metric:
- 54. Google Analytics
- 55. Early Stage Assessment
- 56. Later Stage Assessment
- 57. Top Performing Channels
- 58. Performance
- 59. Content ROI: The Magic 3 1. Establish
- 60. Questions?
Слайд 1How to Conquer the Content ROI Conundrum
December 2015
Heidi Bullock
VP, Demand Generation
Marketo
Слайд 3Content fuels your marketing programs
Good content
Good performance
Sub-optimal content
Poor performance
Слайд 4Content is used across channels and programs to drive initiatives
Demand
Generation
Brand
Customer Retention
Sales
Слайд 6Protect your budget for content initiatives
Create the case for more budget
Keep or bring on additional resources
Why should you care?
Слайд 14When Metrics Take Away Credibility
Vanity Metrics
Sound good and impress people, but
Activity Metrics
Measure what you do instead of what results and impact you have.
Слайд 15When Metrics Take Away Credibility
Cost Metrics
Frame marketing in terms of cost
Слайд 16The best event programs incorporate intentional measurement strategies in advance.
Success Secret
Слайд 17
Success Secret #3: Terminology
Do not use cost metrics
Be consistent
Remember who you
Wow, our engagement, likes, and Klout have never looked better!
What are they ##$%^ talking about?
sales
marketing team
Слайд 18
Success Secret #4: Design Programs to be Measurable
955 shares (blog)
10.8K downloads
440
$35.7K MT pipeline
Слайд 19Collect the right data to answer your question
Add tags to measure
Think about setting goals in GA
Consider content grouping to see what topics perform the best
Look at the landing pages report
Look at page views
Consider attribution modeling to see where content plays a role
If you don’t have MA, you better have GA!
Source: http://www.jeffalytics.com/google-analytics-tips-measuring-content/
Слайд 20
Success Secret #5: Have defined metrics for clearly evaluating content
Early
1
Lift in website traffic, new visitors, social shares, referring domains, form fill outs, comments and site interactions
2
Subscription to email or RSS, new names, % new names per program
3
# Leads (right demographics, desired behavior), investment per lead
4
Engagement score for set of programs per month
1
# of opportunities
2
First Touch Ratio
3
Multi Touch Ratio
4
Pipeline
Late
Слайд 21
Success Secret #6:
Build data into your review process
Which content offer
Слайд 32Which content assets work best for you at TOFU, MOFU, BOFU
What blog post topics have the best engagement?
Which content assets are best performing for a particular vendor (ex: paid email, paid webinar)?
Which assets are good for bringing in qualified leads?
Which assets are good for opportunity creation?
What content works best in nurturing?
Example Questions
Слайд 34Downloaded eBook on Analytics
Registered for Analytics Webinar
Downloaded Analytics Survey Results
Attended “Top
Engaged with us at Big Tradeshow
Connected with Sales Rep
First Touch
3 months
$100K
$100K
Слайд 35Downloaded eBook on Analytics
Registered for Analytics Webinar
Downloaded Analytics Survey Results
Attended “Top
Engaged with us at Big Tradeshow
Connected with Sales Rep
Multi Touch
3 months
$25K
$0
$25K
$25K
$100K
$25K
Слайд 37Know what is effective at
TOFU vs. MOFU
More efficient at pushing
More efficient at acquiring the right leads
Слайд 38Example
Website – 23K views, 10,283 downloads
Email – 2,730 clicked
Slideshare – 7,693
Social impressions – 1,149
New Names - 517
Early Stage
Later Stage
FT opps – 5
FT pipeline – $130K
MT opps – 25
MT pipeline - $1.06M
Слайд 44Goals: Brand awareness, lead generation
Metric: blog share index and MT pipeline
Timing:
Questions:
Which post has the highest engagement for the month?
How did it compare on the Index?
How many new names did a particular post bring in?
Did this content help create pipeline?
Which post had the best ROI?
Blog Posts
Слайд 45Create an index
Compare to posts from previous year (same month)
Compare
One Method – Early Measurement
Слайд 46Early Stage Assessment
How are we doing compared to last year
How are we doing compared to other posts this month?
Слайд 53Goal: Brand awareness and lead generation
Metric: engagement with C- level, new
Timing: month one, three months out, 1 year
Questions:
Did we create C-level engagement?
Did this topic resonate with our target audience?
Did this post bring in any news names?
Did this content help create pipeline?
What were the top performing channels?
How did the program do overall wrt to pipeline?
Large Content Initiative
Слайд 59Content ROI: The Magic 3
1. Establish Goals and ROI Estimates Up-Front
2.
3. Focus on the Decisions that Improve ROI
