Do you know your content ROI?

IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE

Hana Abaza, Director of Marketing,

WHY IT’S HOT

WHY IT’S NOT

$44 billion is poured into content

marketing annually, but businesses lack the infrastructure to succeed.

CONTENT IS NOT CONVERTING

IS YOUR CONTENT RESONATING WITH PEOPLE?

IS YOUR CONTENT DRIVING GROWTH?

HOW CONTENT CAN IMPACT GROWTH

Direct signups

Increase in lead quality

Increase in lead quantity

Shorter sales cycle

Lower cost per lead

Less churn

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 METRICS ENGAGMENT METRICS VS

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

CALCULATING ROI

(Revenue Generated – Cost of Content Marketing) / Cost of Content Marketing = ROI

But there are other things to consider…

Content can have a measurable impact on brand perception…

Source: Buzzfeed

Source: Buzzfeed

Content can have a measurable impact on brand perception…

Understanding your business metrics will help you figure out and boost your marketing ROI.

Source: Rand Fishkin

FANTASY…

Understanding your business metrics will help you figure out and boost your marketing ROI.

Source: Rand Fishkin

REALITY…

Know your audience

Craft amazing content

Be consistent

But these aren’t enough…

TIPS TO BOOSTING CONTENT ROI

EXPERIENCE MATTERS

•  No distinct call to action

•  No recommended content

•  Nowhere to subscribe

•  No images or videos

•  No discovery

•  No mobile experience

AVOID THIS!

Try this…

Call to action

Recommend content

Imagery

Discover

http://resources.taulia.com/h/

TARGETING MATTERS

CONTROL MATTERS

CTAs MATTER

Hana Abaza

Director of Marketing uberflip.com

Thank you!