Date post: | 24-Jun-2015 |
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Marketing |
Upload: | information-development-world |
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WHAT’S IT WORTH?5 STEPS TO ACHIEVING CONTENT ROI
“What’s the point of publishing content that doesn’t make a difference in some way? The further down the publishing path brands get, the more pressure there will be to show results from their efforts. In 2014, a good number of brands will put real pressure on their marketing teams to tie the thread between publishing results and business results.” - Contently, State of Content Marketing 2014
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When Should you Focus on Content ROI?
Before its too late!
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4!
When Should you Focus on Content ROI?
• Before a major platform move?
• At the beginning of a campaign?
• At the end of a campaign?
• When evaluating the performance of your content team?
• On a continuous cycle?
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5!
When Should you Focus on Content ROI?
• Before a major platform move?
• At the beginning of a campaign?
• At the end of a campaign?
• When evaluating the performance of your content team?
• On a continuous cycle?
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Step 1: Set Realistic Content Goals
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Prioritized Content Goals
• Start with business goals
• Layer in user needs
• Map to the journey
• Align and prioritize
• Keep it real
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What does your business need?
• Increase market share
• Increase brand loyalty
• Increase brand awareness
• Establish the business as an expert in the industry.
How can your content support these needs?
• Lead generation
• Reward your customers for their engagement
• Focus on SEO and broadcast to drive traffic
• Focus on thought leadership
Business Goals
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User Goals
What do your users need to know? • How can I start today?
• Who is coming into my home?
• What will they install?
• How much will it cost?
• How does the process work?
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9!
Journey and Channel-specific Goals
Brand awareness Brand Engagement
Purchase Re-engagement Re-purchase Advocate Education
Reach Depth Relationship
!
Paid
Earned
Owned
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Step 2: Establish Measurable KPI’s
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Evaluation Criteria
Qualitative • Brand and style consistency
• Plain language
• Findability
• Authority
• Relevance • Business goals
• User needs
• Current
Quantitative • Exposure (content views, impressions)
• Engagement (time, clicks, rating, comments)
• Conversion • Purchase (attributable conversion)
• Registration (for gated content)
• Deeper engagement (return visits, clickthrough)
• Redistribution (shares, repins, etc)
• Age
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.com
Social
Search
Apps Email
DM
Display
Mobile
Call / Chat
Dealership
Telemetry
.com
Mobile
Search
Apps Email
DM
Display
Social
Call / Chat
Dealership
Telemetry
Awareness Considera-on Evalua-on • # of Likes • # PosiEve MenEons / Growth • # of Pins • # App Downloads • Email RegistraEon / Growth • Email Open Rate • Email CTR • DM Response Rate • Avg. number of pages viewed • Avg. Time on site
• CPM (Cost Per Impression) • CTR (Click Through Rate) • CPC (Cost Per Click) • CPA (Cost Per AcEon) • # of Fans / Fan Growth • # of Followers / Growth • Total Page Views (.com) • Unique Page Views (.com) • Total Page Views (M.) • Unique Page Views (M.)
• Email Open Rate • Email CTR • # of unique/total app logins • # unique/total vehicle builds • # of model page views • # of video views • Avg. % of video viewed • Avg. mins. of video viewed
.com
Social
Search
Apps Email
DM
Display
Mobile
Call / Chat
Dealership
Telemetry
REPRESENTATIVE KPIs: SHOP!
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REPRESENTATIVE KPIs: BUY!
.com
Mobile
Search
Apps Email
DM
Display
Social
Call / Chat
Dealership
Telemetry
.com
Mobile
Search
Apps Email
DM
Display
Social
Call / Chat
Dealership
Telemetry
Intent Trial Purchase
• # of scheduled test drives • # of completed test drives • # of dealer visits from site
• # of saved model builds • # of inventory searches • # of dealer searches • # of clicks to contact a dealer • Form compleEons / rate • Cost per form compleEon • Lead Volume • Lead Rate • Cost Per Lead
• Conversion Rate • Lead to conversion Rate • Cost per Conversion • Conversion window from iniEal
contact • # of touchpoints to conversion • ROMI
.com
Mobile
Search
Apps Email
DM
Display
Social
Call / Chat
Dealership
Telemetry
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REPRESENTATIVE KPIs: OWN!
.com
Mobile
Search
Apps Email
DM
Display
Social
Call / Chat
Dealership
Telemetry
.com
Mobile
Search
Apps Email
DM
Display
Social
Call / Chat
Dealership
Telemetry
Usage Advocacy Loyalty
• # of posts by customers • # of tweets by customers • # of posiEve / negaEve
menEons by customers • # of re-‐tweets • # of FB post shares • Net Promoter Score
• # of logins • Customer Service email
engagement (opens & clicks) • # of service appointments • Service conversion rate • CLTV
• Service Compliance & Persistence Score
• Lease Renewal Rate • Repurchase Rate
.com
Mobile
Search
Apps Email
DM
Display
Social
Call / Chat
Dealership
Telemetry
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Step 3: Understand the Investment
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What do you pay to create a piece of content?
Internal • Planners / Strategists • Copywriters • Designers • Videographer • Editors • SME Opportunity Cost External • Copyright • Vendors • Services
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Understand the Investment
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What do you pay to distribute a piece of content?
Internal • Content manager • Social manager • PR manager • Marketing automation manager External • Vendors • Services • Paid search
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Understand the Investment
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Get more bang for your buck
• Create content for all appropriate channels at the same time
• Single content piece, costing $100, will yield a higher ROI if used in multiple places, for example: • An article • A blog post • Several tweets • A UGC prompt
• Considering a scheduling tool to distribute at optimal times
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More Bang for Your Content Buck
Use the right mix
• UCG is NOT free, but it can be cost-effective
• Some original content is worth investing in
• Quality over quantity
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Step 4: Measure the ROI
Qualitative! Quantitative! Investment!
5 Point Scale
ROI! = Value (QualitaEve + QuanEtaEve)
Investment (Cost ÷ Use)
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Measure the ROI
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Measure the ROI Measurement is the first step that leads to control and eventually to improvement ― H. James Harrington Measurement is the first step that leads to control and eventually to improvement ― H. James Harrington
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Step 5: Content Optimization
Qualitative score > Quantitative score!Consider your distribution plan, or rethink your evaluation criteria!
!Quantitative score > Qualitative score!Consider a rewrite, or rethink your evaluation criteria!
!Both low!Remove from circulation and adapt your content plan!!Both high !Promote, reuse and adapt your content plan!
!!
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Content Optimization
Step 1: Set Realistic
Content Goals
Step 2: Establish
Measurable KPI’s
Step 3: Understand
the Investment
Step 4: Measure the ROI
Step 5: Content
Optimization
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Example: Case Study
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Example: Case Study
Overall Grade! 4.0!
Usability + Discoverability! 3.8!
Usefulness + Relevance! 3.7!
Clarity + Accuracy! 4.0!
Influence + Engagement! 4.2!
Voice + Tone! 4.0!
Complete! 3.2!
Business Value + CTA! 3.7!
Overall Grade! 2.3!
Exposure! 3.0!
Engagement! 2.2!
Conversion! 0,0!
Influence! 3.2!
QualitaEve QuanEtaEve
Qualita-ve score > Quan-ta-ve score Drive conversion based on value
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Example: Webinar
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Example: Webinar
Overall Grade! 2.2!
Usability + Discoverability! 2.4!
Usefulness + Relevance! 1.0!
Clarity + Accuracy! 3.2!
Influence + Engagement! 1.2!
Voice + Tone! 1.6!
Complete! 2.2!
Business Value + CTA! 3.0!
Overall Grade! 4.3!
Exposure! 4.8!
Engagement! 4.6!
Conversion! 2.3!
Influence! 3.8!
QualitaEve QuanEtaEve
Quan-ta-ve score > Qualita-ve score Consider targeEng
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Example: Whitepaper
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Example: Whitepaper
Overall Grade! 4.5!
Usability + Discoverability! 4.4!
Usefulness + Relevance! 3.9!
Clarity + Accuracy! 4.5!
Influence + Engagement! 3.5!
Voice + Tone! 4.5!
Complete! 4.2!
Business Value + CTA! 3.7!
Overall Grade! 4.3!
Exposure! 4.8!
Engagement! 4.6!
Conversion! 4.5!
Influence! 3.8!
QualitaEve QuanEtaEve
Quan-ta-ve score and Qualita-ve score are High Think content structure and re-‐use
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Example: Email
Read how complex analy-cs and process… Banking Advisory
Read how complex analyEcs and process helped deliver a priceless result for Mastercard
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Example: Email
Overall Grade! 4.8!
Usability + Discoverability! 4.4!
Usefulness + Relevance! 3.9!
Clarity + Accuracy! 4.2!
Influence + Engagement! 3.5!
Voice + Tone! 4.5!
Complete! 4.2!
Business Value + CTA! 3.5!
Overall Grade! 1.0!
Exposure! 4.0!
Engagement! 1.0!
Conversion! 0.0!
Influence! 0.0!
QualitaEve QuanEtaEve
Quan-ta-ve score < Qualita-ve score Rewrite the subject line
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32!
Review Process and Cadence
This looks like hard work
• Set a review flag in your content management system
• Review content in batches
• Sampling is your friend – focus on high performing and low performing content
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And don’t do this…
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