A ton of money is poured into content creation each year, but nobody knows if its actually working. In this presentation, we looked at how to calculate content ROI, what other factors you need to consider and how to boost the overall return on your content marketing. .

1. Do you know your content ROI?
IF IT DON’T MAKE DOLLARS,
IT DON’T MAKE SENSE
Hana Abaza, Director of Marketing,

2. WHY
IT’S
HOT

3. WHY
IT’S
NOT

4. $44 billion is poured into content
marketing annually, but businesses
lack the infrastructure to succeed.
CONTENT IS NOT CONVERTING

5. IS YOUR CONTENT RESONATING WITH PEOPLE?

6. IS YOUR CONTENT DRIVING GROWTH?

7. HOW CONTENT CAN IMPACT GROWTH
Direct signups
Increase in lead quality
Increase in lead quantity
Shorter sales cycle
Lower cost per lead
Less churn

8. Growth Metrics
• CTA conversion
• Visit to lead conversion
• Lead to customer conversion
• Cost per lead / customer
• Churn rate
Engagement Metrics
• Time on site
• Pages per visit
• Social shares
• Bounce rate
• Search rankings
GROWTH METRICSENGAGMENT METRICS VS

9. According to Joe, 3 Things That Matter
Is it converting customers?
Is it saving money?
Is it helping with customer retention?
Source: hub.uberflip.com

10. CALCULATING ROI
(Revenue Generated – Cost of Content Marketing) /
Cost of Content Marketing = ROI
But there are other things to consider…

11. Content can have a measurable impact on brand perception…
Source: Buzzfeed

12. Source: Buzzfeed
Content can have a measurable impact on brand perception…

13. Understanding your business metrics will help you figure out and boost your marketing ROI.
Source: Rand Fishkin
FANTASY…

14. Understanding your business metrics will help you figure out and boost your marketing ROI.
Source: Rand Fishkin
REALITY…

15. Know your audience
Craft amazing content
Be consistent
But these aren’t enough…
TIPS TO BOOSTING CONTENT ROI

16. EXPERIENCE MATTERS

17. • No distinct call to action
• No recommended content
• Nowhere to subscribe
• No images or videos
• No discovery
• No mobile experience
AVOID THIS!

18. Try this…
Call to
action
Recommend
content
Imagery
Discover
http://resources.taulia.com/h/

19. TARGETING MATTERS

20. CONTROL MATTERS

21. CTAs MATTER

23. Hana Abaza
Director of Marketing
uberflip.com
Thank you!