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How To Measure Content ROI

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It's the age old question - how exactly do you measure content and what is the ROI? The boss only cares about three things; 1. will it drive sales
2. will it save on costs and
3. is content helping retain our customers.

Here we look at four traditional ways of measuring content to find your return on investment and what really matters to management.

Veröffentlicht in: Marketing
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How To Measure Content ROI

  1. 1. HOW TO MEASURE CONTENT Finding your return on investment (ROI) Jason Dutton-Smith Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 1
  2. 2. WHAT IS CONTENT MARKETING Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 2
  3. 3. CONTENT MARKETING The distribution of valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience – with the objective to driving a profitable customer action. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 3
  4. 4. “Traditional marketing is telling the world you are a rock-star. Content marketing is showing the world you are one.” Robert Rose – Lead Strategist, Content Marketing Institute Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 4
  5. 5. “Traditional marketing talks at people. Content marketing talks with them.” Doug Kessler, CoFounder & Creative Director, Velocity Partners Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 5
  6. 6. IT’S ALL ABOUT THE STORY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 6
  7. 7. TYPES OF CONTENT Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 7
  8. 8. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 8 Case Studies digital magazines BLOGGING microsites Website Copy WHITE PAPERS User Generated Content videos eBooks Social Media PODCASTTestimonials FAQs And many more….
  9. 9. HOW TO MEASURE AND CALCULATE ROI Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 9
  10. 10. ROI 3 metrics the boss wants The boss only cares about three things. 1. Is content driving sales? 2. Is content saving on costs? 3. Is content helping retain our customers? But what other measures are there? Jason Dutton-Smith 10www.wordconnect.com.au @morethanroute66
  11. 11. ROI measure 3 metrics the boss wants Jason Dutton-Smith 11www.wordconnect.com.au @morethanroute66 Sales, cost, retention Lead quality, quantity, shorter cycles Web traffic, likes, page views, search engine rankings Big boss Managers Team
  12. 12. 4 MEASURMENT TYPES Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 12
  13. 13. CONSUMPTION SHARING LEADS SALES Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 13
  14. 14. CONSUMPTION METRICS UNIQUE PAGE VIEWS An easy measure using Google Analytics VIDEO VIEWS YouTube, Vimeo, Brightcove insights DOCUMENT VIEWS SlideShare, Linkedin and other platform analytics DOWNLOADS White Papers, case studies or other documents SOCIAL CONVERSATIONS Use of Social Media software to measure chatter Jason Dutton-Smith 14www.wordconnect.com.au @morethanroute66
  15. 15. SHARING METRICS LIKES, SHARES, TWEETS, G+1, PINS Social sharing and listening tools such as Hoot Suite FORWARDS Email forwarding from eDMs INBOUND LINKS SEO tools such as Open Site Explorer, Majestic SEO Jason Dutton-Smith 15www.wordconnect.com.au @morethanroute66
  16. 16. LEAD GENERATION FORM COMPLETIONS/DOWNLOADS How often do visitors access gated content. Conversion. EMAIL SUBSCRIBERS Sign up conversion to your data base. BLOG SUBSCRIBERS Subscribers to your blog content. Blog comments is another form of measurement. CONVERSION RATE How many visitors to your site who consume content become a lead? Each metric will have a different success measurement. Jason Dutton-Smith 16www.wordconnect.com.au @morethanroute66
  17. 17. SALES METRICS ONLINE SALES E-commerce businesses. OFFLINE SALES Record which piece of content was consumed and attributed to a sale. LEADS ORIGIN Record the handshake deal also. Tracking where leads originate will indicate where marketing budget can be allocated, or removed. Think attracting new customers and retention of current customers. Track where they come from and what was successful. Jason Dutton-Smith 17www.wordconnect.com.au @morethanroute66
  18. 18. TRADITIONAL ANALYTICS • Page views • Unique visits • Social likes • Social shares • Web traffic • Bounce rate • Time on page • Engagement • Page rank • Conversions • Subscribers • CPA (Cost Per Acquisition) • CPC (Cost Per Click) Jason Dutton-Smith 18www.wordconnect.com.au @morethanroute66
  19. 19. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 19 Source: pardot.com
  20. 20. FIND YOUR INTERNAL SUCCESS POINT AND MEASURE Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 20
  21. 21. DEFINE YOUR MEASUREMENT GOAL FOR GOOD, EXCELLENT OR BAD Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 21
  22. 22. NEW SALES ARE GREAT But don’t forget about retention Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 22
  23. 23. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 23
  24. 24. @morethanroute66 jds747400@gmail.com www.wordconnect.com.au Jason Dutton-Smith www.morethanroute66.com Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 24