Learn a framework for calculating content ROI

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#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
How to measure the performance of your
content and track ROI
Georgi Mirazchiev,
Marketing Manager UKI of Bynder
Digital Marketing Priorities 2019 brought to you by

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Before we start… house keeping
• A recording for the webinar will be sent via Email
• Slides will be available via Smart Insights Slideshare
• Please get involved with the interactions:
• Give your views in the votes
• Do ask questions at any point via the Questions panel

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Recommended Smart Insights toolkit
What it includes:
• An introduction to ROI calculation
• Setting content goals and metrics
• Calculating the cost of content
• Calculating Content ROI
• Content marketing analysis and
reporting techniques

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Hi, I’m Georgi
I’ve worked in Digital Marketing for the last 7 years and have even
managed to learn a few things along the way
---> Digital Asset Management software
Create, organize and share content and digital assets

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Agenda
• What you should be measuring and how to identify your key content metrics
• How to ask the right questions of your data
• How to use actionable insights to adapt and improve your content
• A framework for calculating content ROI
• Content marketing trends for 2020

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What you should be measuring and how to
identify your key content metrics

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91%
of marketers were committed to
content marketing efforts in 2018
Source: CMI Benchmarks Report 2018

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Identifying your content metrics

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What are the business goals of your content?

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What are the business goals of your content?
Example start up goals:
•Lead generation
Form completions, demo requests, newsletter subscriptions, trial requests
•Sales
Online sales, offline sales
•Brand awareness
Web traffic, page views, downloads, social engagement, referral links

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What are the business goals of your content?
Example market leader goals:
•Customer retention
% of content consumed by existing customer, NPS, retention rates
•Upsell/cross-sell
Sale of new products to existing clients, user licenses upsell
•Engagement
Comments, likes, tweets, forwards, replies

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A universal metric for measuring success which can be
applied to all content does not exist.
The goal of the content should dictate the metrics used to
define its success, not the other way round.

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Common Content Marketing Goals and
Associated Metrics
GOALS POSSIBLE METRICS
Brand Awareness Website Traffic - Page Views - Video Views - Document Views - Social Chatter - Referral links
Engagement Blog comments - Likes, shares, tweets, pins - Forwards - Inbound Links
Lead Generation Form completion and downloads - Email subscriptions - Blog subscriptions - Conversion rate
Sales Online sales - Offline sales - Manual reporting and anecdotes
Customer retention/ loyalty Percentage of content consumed by existing customers - Retention/renewal rates
Upsell/ cross sell Sales for new products/ services
Source: CMI The Complete Guide to Influencer Marketing Strategies, Templates & Tools

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Source: CMI The Complete Guide to Influencer Marketing Strategies, Templates & Tools

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How to ask the right questions of your data

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Channels
Social - Search - Paid - Email - Organic -
Partners - Mobile apps - Display - Website
- Syndication
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Content
Whitepapers - Vidoes - Blog Posts -
Emails - Infographics - Case Studies -
eBooks - Templates
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Goals
Brand Awareness, Sales, Lead Generation
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Metrics
Website Traffic - Page Views - Video
Views - Document Views - Social Chatter
- Referral links - Blog comments - Likes,
shares, tweets, pins - Forwards - Inbound
Links
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Organize your content

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“If you want content marketing to be a commercial and
strategic business growth activity for your business, then
measuring must become a priority.”
Chris Marr, The Content Marketing Academy

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Set a measurement schedule

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Set a measurement schedule

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• Where’s my traffic coming from?
• Which platforms is my content performing best on?
• What are my most viewed/downloaded content pieces?
• What are people searching for?
• Are people engaging with our content?
• Which content pieces are converting to sales?

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How to use actionable insights to adapt and
improve your content

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“Data-driven organisation experience a 27% year-on-year
increase in revenue, compared to 7% for other organisations”
The Aberdeen Group, The Executive’s Guide to Effective Analytics 2018

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Establish a scoring system

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Standardize your content by type
White papers Blog posts Infographics Webinars

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Standardise your content by type
WP A
Score: 47
WP B
Score: 38
WP C
Score: 57
WP D
Score: 21
WP E
Score: 14
WP F
Score: 74
WP G
Score: 39
White papers
Average Score: 41

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Personas analysis
Persona: Carey Creative Persona: Fred Freelancer Persona: Margo Marketing
Most downloaded asset: White paper B
Best converting content: Webinar C
Most shared content type: Infographics
Best converting channel: Paid search
Most downloaded asset: White paper B
Best converting content: White paper B
Most shared content type: Blog Posts
Best converting channel: Social
Most downloaded asset: Webinar A
Best converting content: Infographic B
Most shared content type: White papers
Best converting channel: Organic

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A framework for calculating content ROI

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Basic ROI formula
ROI = Revenue - Expenses
Expenses

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Per-campaign ROI
ROI = £30,000 (revenue) - £10,000 (expenses)
£10,000 (expenses)
Webinar Campaign A January 2018
ROI = 2

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Per-content type ROI
ROI = £450,000 (revenue) - £90,000 (expenses)
£90,000 (expenses)
All Webinar Campaigns January 2018
ROI = 4

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Baseline costs ROI
ROI = £450,000 (revenue) - £140,000 (expenses + baseline costs)
£140,000 (expenses + baseline costs)
All Webinar Campaigns January 2018
ROI = 2.2

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Customer Lifetime Value (CLV) ROI
ROI = £650,000 (CLV) - £250,000 (expenses + baseline costs)
£250,000 (expenses + baseline costs)
All Webinar Campaigns January 2018
ROI = 1.6

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Include ROI calculations as part of your metrics

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Content marketing trends for 2020

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Your questions please!
Please ask questions via the
Questions tab