How To Measure Content ROI
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HOW TO MEASURE CONTENT Finding your return on investment (ROI) Jason Dutton-Smith Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 1
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Transcript of How To Measure Content ROI
HOW TO MEASURE CONTENT
Finding your return on investment (ROI)Jason Dutton-Smith
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 1
WHAT IS CONTENT MARKETING
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 2
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
“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
“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
IT’S ALL ABOUT
THE STORY
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 6
TYPES OF CONTENT
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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 MediaPODCASTTestimonials
FAQs
And many more….
HOW TO MEASURE AND CALCULATE ROI
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 9
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
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
4 MEASURMENT TYPES
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CONSUMPTION
SHARING
LEADS
SALES
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 13
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
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
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
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
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)
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Source: pardot.com
FIND YOUR INTERNAL SUCCESS
POINT AND MEASURE
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 20
DEFINE YOUR MEASUREMENT
GOAL FOR GOOD, EXCELLENT OR BAD
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 21
NEW SALES ARE GREAT
But don’t forget about retention
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 22
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 23
@morethanroute66
www.wordconnect.com.au
Jason Dutton-Smith
www.morethanroute66.com
Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 24
