TrackMavenTest, Rinse, Repeat: An Iterative Approach to Increasing Marketing ROI

Jamey JeffSSVP, Customer Success and

Operations Mavenjamey@trackmaven.com

571.382.0880@jameyjeff

Matt SiegelSenior Manager, Content Marketing

@VideoBlocks

‣ 4th fastest-growing media company in the U.S. by Inc. Magazine

‣ Subscribers get access to $10MM in royalty-free footage for just $99 a year

‣ Partner sites AudioBlocks and GraphicStock offer the same for graphics and audio

‣ Customers range from leading television and movie studios to prosumers, students, and hobbyists

VideoBlocks

Winning at content marketing is like winning in the ring.“ “

Becoming Data-Driven

I am the greatest. I said that even before I knew I was.MUHAMMAD ALI

FIRSTCommit to the goal of becoming more data-

driven

Adopt an iterative process that reinforces

continuous improvement

SECOND

?So what does a content

marketer’s training plan look like?

Data-Driven Marketing

BENCHMARK & SET GOALS Where are we, and where do we want to be?

CONTENT PLANNING What topics and tactics will help us achieve our goals?

REVIEW GOAL PROGRESS Where do we need to course correct?

What drives our and our competitors’ performance?CONTENT REVIEW

Getting Started

S M T W T F S

12

Benchmark & Set Goals Content Review

Content Planning Content Review

Review Goal Progress Content Review

Content ReviewReview Goal Progress

13

Everybody has a plan… until they get punched in the mouth.MIKE TYSON

‣Department tasked with Revenue Contribution

‣Oversee digital activities across VideoBlocks.com and sister sites GraphicStock.com and AudioBlocks.com

‣Goal: Acquire, Engage & Retain Customers

Marketing Department Objectives

THE CHALLENGE Fighting for Share of Voice Amongst More

Established Competitors

THE STRATEGYAn Iterative Approach to a

Smarter Editorial Calendar

Why TrackMaven?

✓Discover Topics & Tactics That Drive Marketing Performance

✓Real-Time Benchmarking & Reporting

Data-Driven Marketing

BENCHMARK & SET GOALS Where is my brand today vs. competitors on key metrics?

CONTENT PLANNING Which topics are we investing in? How can I A/B test different topics & tactics?

REVIEW GOAL PROGRESS How is our performance relative to our goals?

Which topics & tactics worked? Which didn’t?CONTENT REVIEW

Engagement is an Indicator of Future Success

HOOKSThrowing a hook…is like swinging a bat—the transfer of weight and force generated can create devastating damage such as a knockout.

Jabs + Hooks

Source: breakingmuscle.com

JABSThe most important punch is the jab. The jab doesn’t end fights, but it sets up everything that does.

HOOKSCustom content

In Our World

JABSReposts of 3rd party

content

First, test with the Jab

We noticed a trend in space related content. Our top “jabs” for June and July featured moons and planets, as did those of our competitors.

The Jab landed, Invest with the Hook

We responded, of course, with a planetary footage “hook” of our own, which became one of our most engaging—and best converting—posts to date.

ROPE-A-DOPE

Let your competitors do the work

Where are competitors’ investments paying off?

We noticed a lot of popular watercolor posts among our industry leaders.

Invest where others have achieved success

We responded with some “watercolor” content which beat our “back to school” gallery (inspired by our own search data) in engagement and conversions.

THE RESULTS

VideoBlocks interactions vs. competitors for 12 mo.SHARE OF INTERACTIONS HAS GROWN FROM 1% TO OVER 20%

VideoBlocks

GraphicStock Facebook interactions for past 12 mo.OVER 7X GROWTH IN MONTHLY INTERACTIONS

Questions?

Matt Siegel@MattSiegelMedia

Jamey Jeff@jameyjeff