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How to evaluate past the click презентация
Содержание
- 1. How to evaluate past the click
- 2. Mathew Sweezey: Author & Evangelist
- 3. Proving Value Past The Click
- 4. Understanding why we create content is
- 5. 5000 impressions How many ad impressions your
- 6. 10 seconds You have 10 seconds
- 7. WHY? Because there is no better way to engage.
- 8. Free: Creating is free Publishing is free Distribution is free
- 9. Accessible: More people have access to
- 10. Ubiquitous: Every time you log on
- 11. How do brands see content?
- 12. SEO Backlinks Whitepapers webinars video onepagers ebooks Short form AMA infographics
- 13. How do consumers see content? e
- 15. “Consumers want honest and authentic experiences”
- 16. 71% of B2B buyers have been disappointed
- 17. 25% of those B2B buyers who have
- 18. 1/Escape People wanting to escape will lean
- 20. 2/Learn People wanting to learn are looking
- 22. 3/Research People wanting to research will dedicate
- 24. Daily content consumption. Usually is
- 25. Methods to report on content marketing
- 26. Metrics to create better content:
- 27. Baselines Your content marketing should be measured
- 28. Evergreen Evergreen content should be measured on
- 29. 1/Reach
- 31. Reach Is a metric to
- 32. 2/Engagement
- 33. Engagement Is a metric to
- 34. How many opens did
- 35. 3/Goal
- 36. Goal How many people actually
- 37. Daily content consumption. Usually is
- 38. Reach Low impact report, and will
- 39. Phone Calls The only real way to
- 40. Business Value
- 41. 1/ROI
- 42. Is not a basic of report. There
- 43. 2/Attribution
- 44. In theory sounds great, in practice is
- 45. 3/Velocity A better way to show the return on your investment
- 46. Velocity How
- 47. 4/Efficiency Showing real business value by
- 48. Efficiency How
- 49. Barriers to this approach:
- 50. 1/Your boss
- 51. 2/Your Content
- 52. Daily content consumption. Usually is
- 53. 3/Your Tools
- 54. Conclusions
- 55. Thank you! Now lets get to questions
Mathew Sweezey:
Author & Evangelist Salesforce.com -Marketing Automation for Dummies -Byline for ClickZ.com -B2B marketing Evangelist -Co-Founder Eventide Brewing
Слайд 2Mathew Sweezey:
Author & Evangelist
Salesforce.com
-Marketing Automation for Dummies
-Byline for
ClickZ.com
-B2B marketing Evangelist
-Co-Founder Eventide Brewing
-B2B marketing Evangelist
-Co-Founder Eventide Brewing
Слайд 3Proving Value Past The Click
-Why do we even do content
marketing?
-Why Marketing is the first department to get fired
-New Breed of Reporting
-Tactically how to do it
-Why Marketing is the first department to get fired
-New Breed of Reporting
-Tactically how to do it
Слайд 4
Understanding why we create content is where we have to begin
to fully understand how to show value.
Слайд 55000 impressions
How many ad impressions your exposed to on a daily
basis in 2014. This was 350 in 1975.
Слайд 9Accessible:
More people have access to a cell phone than have
access to clean drinking water, or electricity.
Слайд 1725% of those B2B buyers who have been disappointed by your
content will never read content from you again
-Pardot research 2014
-Pardot research 2014
Слайд 181/Escape
People wanting to escape will lean on self discover and social
channels. They are looking to escape their work, life, job, and take a short break. No barring on sales readiness.
Слайд 202/Learn
People wanting to learn are looking on ways to do their
job better. This can also take place during an escape. May be an early sign of sales readiness if they move to research.
Слайд 223/Research
People wanting to research will dedicate time to search, learn, and
solve. They are looking for content to help them solve for a problem. Shows sales readiness
Слайд 24
Daily content consumption. Usually is Learn, and Escape. Happens across all
media channels.
How we engage with Research content.
Слайд 27Baselines
Your content marketing should be measured to your previous efforts. You
need to set baselines, and keep up with your improvements. What worked, and why.
Слайд 28Evergreen
Evergreen content should be measured on a timeframe. So if you
have a video on “XYZ” you should measure it every 30 days to see how it compared to the previous. This will tell you if you need to update, change, or promote it.
Слайд 31Reach
Is a metric to help you evaluate your strategy. But it
should not be a metric you use to evaluate the effectiveness of content marketing, but rather the execution or strategy of your distribution.
Слайд 33Engagement
Is a metric to help you evaluate your strategy. But it
should not be a metric you use to evaluate the effectiveness of content marketing, but rather the image, topic, and copy.
Слайд 34
How many opens did it get = Subject line
How many
shares, likes, comments = Topic
How many page views did it get = Image and CTA
How many likes, shares, new fans = Image and CTA
How many likes, shares, new fans = Copy and Image
How many clicks did it get = Copy and CTA
How long did someone watch it = Story
Слайд 36Goal
How many people actually did what you wanted them to do.
Was this a lead gen piece, did you drive leads? Was this an engagement piece, did people engage? This is a measure of your story line, execution of content, and CTA.
Слайд 37
Daily content consumption. Usually is Learn, and Escape. Happens across all
media channels.
How we engage with Research content.
Goal: Reach more people
Goal: Move them to the next stage in the life cycle
Goal: Increase LTV
Слайд 38Reach
Low impact report, and will not tell you the effectiveness of
your content, but if your distribution strategy was correct.
Engagement
Medium level report to show you if your image and call to action were correct. Engagement is what you want. Fans, Likes, Shares, Comments….
% of Goal
What percent took a next step. This can either be to continue the experience, or this could be a conversion. This tells you was your experience correct or not.
STRATEGY
CREATIVE
CTA
Слайд 39Phone Calls
The only real way to find out if your content
had the effect you really wanted. They only way to test branding.
Ask: Is it what you were expecting, was it helpful, how can it be better.
Ask: Is it what you were expecting, was it helpful, how can it be better.
Слайд 42Is not a basic of report. There is no direct cost
to creating content, and no direct tie to it’s return, so tying it to pipeline is guess work at best. The idea is sound, the current methodology is not.
ROI
Слайд 44In theory sounds great, in practice is not. Not a business
metric, puts you in a sliver bullet mindset, deemphasizes holistic marketing, does not provide actionable metrics, and assumes way to much.
Attribution
Слайд 46
Velocity
How fast does someone move thought your funnel.
TVM is a
business metric
Accounts for holistic efforts
Predicts future outomes
Accounts for holistic efforts
Predicts future outomes
Слайд 474/Efficiency
Showing real business value by creating more quality leads on
the same amount of work.
Слайд 48
Efficiency
How many leads go in the top of each stage,
and how many come out the bottom.
1.6% is best in class
Identifies holes in content strategy
Слайд 501/Your boss
Work to gain buy in on new reporting methods
Show possible
ways to track Velocity
Show it’s ability to predict future outcomes
Show
Show it’s ability to predict future outcomes
Show
Слайд 512/Your Content
Make sure your content is tied to the stages in
the buying cycle.
Set up phone interviews with your customers to better understand creating future content.
Know the keywords they search for in each stage.
Set up phone interviews with your customers to better understand creating future content.
Know the keywords they search for in each stage.
Слайд 52
Daily content consumption. Usually is Learn, and Escape. Happens across all
media channels.
How we engage with Research content.
Goal: Reach more people
Goal: Move them to the next stage in the life cycle
Goal: Increase LTV
Слайд 533/Your Tools
You need to have all of your content tracked, and
data collected
Marketing automation will be the backbone
CRM is a must for aligning sales data back to your efforts
Marketing automation will be the backbone
CRM is a must for aligning sales data back to your efforts
Слайд 54Conclusions
Content marketing isn’t just about creating content. It is a highly
tactical marketing method which requires a very astute understanding of your buyer, buy in from your business as to how you will prove its’ value, and a new set of tools to execute on it effectively.
