CIM East of England | NINTH DIGITAL MARKETING CONFERENCE | 9 July 2015

Dr Dave Chaffey

CEO, Smart Insights

2 @DaveChaffey

Evaluating Content

Marketing ROI

Techniques, tools and the

VQVC KPIs to help you prove

Content Marketing

Effectiveness

Dr Dave Chaffey

SmartInsights.com

Digital marketing strategy advice

Presented at the Digital Marketing Conference, Cambridge, July 9 2015.

Download: http://bit.ly/smartdigital2015

3 @DaveChaffey

About Dave

About Dave Chaffey

o Consultant and trainer in

Digital since 1997

o Author of 5 bestselling

digital marketing books

o CEO and Editor of

SmartInsights.com - a

marketing advice site

with Expert (Pro)

members in over 80

countries using our

templates, planning

guides and online

courses to improve

results.

Presented at the Digital Marketing Conference, Cambridge, July 9 2015.

Download: http://bit.ly/smartdigital2015

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How easy is it to measure content

marketing ROI?

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It’s getting tougher…

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Content marketing Costs!

Red Bull now employs approximately

135 people just for their content house

Nestlé’s digital editorial team consists of

almost 20 community managers and

designers producing content every day.

Coca-Cola “now reportedly spends more

money creating its own content than it

does on television advertising.”

Contently: State of Content Marketing 2015

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Global content marketing

at Unilever:

$10m in savings with

Percolate pilot

Source: Percolate Unilever case study

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How are you evaluating

content marketing ROI?

Can you measure ROI for:

A. Total investment in “content marketing”

including SEO?

B. Content marketing initiatives?

C. Individual content assets?

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ROI =

(Gain from investment – Cost of investment)

Cost of investment

See our Evaluating Content ROI guide by Stephen Bateman for details

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7 Essential techniques for PROVING

the value of content

Need to review value of blog and social media across the

customer lifecycle, i.e. Smart Insights RACE inbound funnel:

1. Dashboards to prove value to colleagues

2. Volume - Set up Analytics Segments by channel

3. Page Value e.g. for blog posts. SET UP GOALS in GA?

4. Revenue per visit e.g. SEO, AdWords, Social

5. Attribution e.g. Google Analytics, Kissmetrics

6. ROI calculations – top level and individual content

initiatives

7. Tools for showing social media amplification

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Create a top-level Dashboard

(by media channel / referrer?)

Source: Michael Brenner #Dashboards

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So, what should my

dashboards and KPIs cover?

VQVC Volume of visits, interactions with audience

(by channel)

Quality of visits, interactions, i.e. conversion

Value of visits, interactions, i.e. revenue

Cost of content development

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SME Example – defining goals

#Quality / Value

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Taster Content asset

#Quality / Value

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n Searches

% Brand

Reach Awareness

and visits

Unique

visitors Bounce

rate

Revenue

per visit

Page views/

visit

Act Interaction

and leads

nLeads %

Conversion

to lead

Goal value

per visit

Average

order value

Convert Sales and

profit

nSales %

Conversion

to sale

Sales

value

n Brand

mentions

Engage Loyalty and

advocacy

% active

customers % Customer

conversion

% existing

sales value

Volume Quality Value

Creating a simplified RACE dashboard

Source: Smart Insights: RACE Planning Framework

Segment and attribute for content types and channels #Dashboards

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Segment your audience

in Google Analytics

(Advanced) Segments =

Powerful!

Isolate one type of audience

/ promotion to show their

contribution Visits to blog – prompting sale

New visits to blog

SEO prompted visits

Smartphone visits

#Quality / Value

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It’s still all about Visibility

Tool: #Volume

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And yes backlinks…

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And Monitoring what works today

#Volume

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New – Quick Answers

#Volume

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New tools - Personalisation based

on content preference

#Quality / Value

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Reviewing topic impact based

on Volume vs Interaction

Proxy Voting

Corporate Governance

Financial Controls

I’m a saturation point, you have wasted time and

money to talk to me. I’m doing great, keep up the good work!

I’m a content gap, I represent lost opportunities that

you could convert.

#Quality / Value

26 @DaveChaffey Source: Smart Insights: Content Distribution Matrix

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What drives Orders in retail?

Source: Custora Pulse May 2015

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Use assisted conversions

GA Multichannel funnels

Source: Design Damage #Attribution

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Tools - use Buzzsumo, Socialcrawlytics

to show which content gets shared?

Smart Insights: Content sharing tools

#Quality / Value

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Use Buzzsumo, Socialcrawlytics

to show which content gets shared?

#Quality / Value

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Let’s Connect!

Questions & discussion welcome

here, on LI and SmartInsights.com

Free, Basic member tools

Managing Digital Marketing 2015 report

Sample planning templates

Planning infographics www.smartinsights.com/membership

Premium, Expert member learning

7 Step Guides to all digital marketing

DIY Planning and optimisation templates in

Word, Excel and Powerpoint

www.smartinsights.com/membership/expert-

member-reasons

Personal Discount (Annual) DAVESAVE20

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Presented at the Digital Marketing Conference, Cambridge, July 9 2015.

Download: http://bit.ly/smartdigital2015