Thad Kahlow of BusinessOnline speaking at the 2014 Content Marketing Retreat, Langley, WA
"Be an ROI Guy (or Gal)"
Welcome to the alchemy of reporting returns, from dashboards and social signals, direct attribution and indirect attribution, bar graphs and pie charts to, yes, good ol' "did we make more money?" In this presentation, best practices in generating reports on content marketing activities will be share.
5. Age of the Customer
“Empowered buyers, disruptive digital
innovations…erase traditional competitive
advantages…the next wave will come from deep
customer knowledge, engagement tied to the
buyer's timing, and actions based on an obsessive
desire to deliver what your customers want before
your nearest competitor does.”
13. Because…
Customers
have control &
fundamentals
have
changed…
Barriers to
entry are
minimal,
competition
can enter and
win quickly…
Customer
Relationships
become our
largest asset
Data is
introduction,
enabler & insight
As Content Marketers…
Job to create useful content that builds relationship
Ultimately, measured to business outcomes
18. 18
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SEO
Digital Marketing Activities
Align Customer Buying Journey
EXPLORE EVALUATE PURCHASE EXPERIENCECBJ
CUSTOMER
CONTENT
CONNECT
+
Video
Infographic
Blog/Text
CFO
VPM
Nurture to sale
Influence new
Key Decision Makers
CIO
Social
Marketing
Automation
Video
Infographic
Webinar
Blog/Text
VPM
DMM
Marketing
Automation
1-1 Engagement &
Nurturing
Align TL to
Differentiation
Remarketing
CRO
Amplify Customer WOM
Blog/Text
DMM
VPM
Social Proof Persuasion
Sharing
Marketing
Automation
Social
VideoVideo
Infographic
Webinar
Blog/Text
DMM
Thought Leadership (TL)
Builds Trust
SEO
PPC
Paid Social
Content
Marketing
Display
Precision Advertising-
Create Demand
Create USEFUL CONTENT to solve customers specific needs
Understand the needs of your CUSTOMERS throughout the CBJ
SEO
PPC
Display
CONNECT your customers with that content
19. “Great marketers focus on people… their
needs, behaviors, intentions, wants… Avoiding
the shiny temptations of marketing solely to
things – like devices, channels, technologies.
Never been more critical… Staying focused on
the people and motivations…marketers can
catch an incredible wave of opportunity.”
26. “…companies are seeing an average
15-18% Lift in Revenue…
As result of implementing
closed-loop & Optimizing”
- Tina Moffett, Attribution Analysts Forrester Research