Diese Präsentation wurde erfolgreich gemeldet.
Die SlideShare-Präsentation wird heruntergeladen. ×

How to show value on content marketing

Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Wird geladen in …3
×

Hier ansehen

1 von 55 Anzeige

How to show value on content marketing

Herunterladen, um offline zu lesen

Content marketing needs a better way than ROI, and attribution. Learn why velocity should be your greatest business metric, and why reach still is something you need to track.

Content marketing needs a better way than ROI, and attribution. Learn why velocity should be your greatest business metric, and why reach still is something you need to track.

Anzeige
Anzeige

Weitere Verwandte Inhalte

Diashows für Sie (20)

Ähnlich wie How to show value on content marketing (20)

Anzeige

Weitere von Mathew Sweezey (17)

Aktuellste (20)

Anzeige

How to show value on content marketing

  1. 1. How to evaluate past the click @msweezey Learning how to prove value
  2. 2. @msweezey Mathew Sweezey: Author & Evangelist Salesforce.com -Marketing Automation for Dummies -Byline for ClickZ.com -B2B marketing Evangelist -Co-Founder Eventide Brewing
  3. 3. Proving 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 @msweezey
  4. 4. Understanding why we create content is where we have to begin to fully understand how to show value. @msweezey
  5. 5. 5000 impressions How many ad impressions your exposed to on a daily basis in 2014. This was 350 in 1975. @msweezey
  6. 6. 10 seconds You have 10 seconds to show value once someone has engaged. @msweezey
  7. 7. @msweezey WHY? Because there is no better way to engage.
  8. 8. Free: Creating is free Publishing is free Distribution is free @msweezey
  9. 9. Accessible: More people have access to a cell phone than have access to clean drinking water, or electricity. @msweezey
  10. 10. Ubiquitous: Every time you log on to Facebook there are 1500 stories waiting for you @msweezey
  11. 11. How do brands see content? @msweezey
  12. 12. @msweezey onepagers webinars SEO Backlinks Whitepapers video ebooks Short form AMA infographics
  13. 13. How do consumers see content? @msweezey e
  14. 14. @msweezey
  15. 15. @msweezey “Consumers want honest and authentic experiences” -Joseph Pine III
  16. 16. 71% of B2B buyers have been disappointed by content @msweezey -Pardot research 2014
  17. 17. 25% of those B2B buyers who have been disappointed by your content will never read content from you again @msweezey -Pardot research 2014
  18. 18. 1/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. @msweezey
  19. 19. @msweezey
  20. 20. 2/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. @msweezey
  21. 21. @msweezey
  22. 22. 3/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 @msweezey
  23. 23. @msweezey
  24. 24. @msweezey Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content.
  25. 25. Methods to report on content marketing @msweezey
  26. 26. Metrics to create better content: • Baselines • Reach • Engagement • Obtainment of Goal @msweezey
  27. 27. Baselines 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. @msweezey
  28. 28. Evergreen 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. @msweezey
  29. 29. 1/Reach @msweezey
  30. 30. @msweezey
  31. 31. Reach 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. @msweezey
  32. 32. 2/Engagement @msweezey
  33. 33. Engagement 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. @msweezey
  34. 34. @msweezey How many opens did it get = Subject line How many clicks did it get = Copy and CTA 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 long did someone watch it = Story
  35. 35. 3/Goal @msweezey
  36. 36. Goal 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. @msweezey
  37. 37. @msweezey Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content.
  38. 38. STRATEGY CREATIVE CTA Reach Low impact report, and will not tell you the effectiveness of your content, but if your distribution strategy was correct. @msweezey 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.
  39. 39. Phone 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. @msweezey
  40. 40. Business Value @msweezey
  41. 41. 1/ROI @msweezey
  42. 42. ROI Is 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. @msweezey
  43. 43. 2/Attribution @msweezey
  44. 44. Attribution In 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. @msweezey
  45. 45. 3/Velocity A better way to show the return on your investment @msweezey
  46. 46. @msweezey Velocity How fast does someone move thought your funnel. • TVM is a business metric • Accounts for holistic efforts • Predicts future outomes
  47. 47. 4/Efficiency Showing real business value by creating more quality leads on the same amount of work. @msweezey
  48. 48. @msweezey 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
  49. 49. Barriers to this approach: @msweezey
  50. 50. 1/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 @msweezey
  51. 51. 2/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. @msweezey
  52. 52. @msweezey Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content.
  53. 53. 3/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 @msweezey
  54. 54. Conclusions 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. @msweezey
  55. 55. Thank you! Now lets get to questions @msweezey

×