The ROI of content marketing
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Transcript of The ROI of content marketing
THE ROI OF CONTENT MARKETINGPAUL EVERETT, DIRECTOR, THE MARKETING PRACTICE@TMPEverett
High Performance Content, The Ivy, 9 September 2015
THE ROI OF CONTENT MARKETING
Why are we doing content marketing?
Examples of ROI measurement
Tactics for improving ROI
INTR
ODUC
TION
1. WHY ARE WE DOING CONTENT MARKETING?
1. W
HY C
ONTE
NT? OBJECTIVES OF CONTENT MARKETING
Typical strategic objectives:
- (re)Positioning the business to increase conversion, lifetime value and customer retention
- Engaging with buyers who are researching online and pulling them into the sales process (content replacing the sales team)
- Impact on other audiences (analysts, press, current/future employees)
- Because everyone else is doing it?But measurement is still mostly at the tactical level…
- Consumption (views, time on page)
- Reach/sharing- 1st step lead generation
…not great indicators of quality
A LONGER TERM INVESTMENT IN GROWING PROFIT
1. W
HY C
ONTE
NT?
• IPA Databank• 996 case studies • 30 years of the IPA
Effectiveness Awards
A LONGER TERM INVESTMENT IN GROWING PROFIT
1. W
HY C
ONTE
NT?
31% 40%
86%
% reporting very large profit growth as a result of their campaign
Very large improvement in both
Very large improvement in price
only
Very large improvement in sales/share
only
Most marketing focuses on measuring growth in revenue, but we also need to build the reputation that can sustain a higher price point if we want to have a big affect on profit
What drives very large profit growth?
• Only 31% of those who saw a very large improvement in just their sales (but not the price they can charge) as a result of their campaign delivered a very large rise in profit
• 40% of those who saw a very large improvement in just the price they can charge (but not in their sales) delivered a very large rise in profit
• 86% of those who saw a very large improvement in both sales and price delivered a very large rise in profit
• So if we want to have a major impact on profit, we need to drive demand and also build a reputation that can sustain a higher price point
This is not a short term thingA LONGER TERM INVESTMENT IN GROWING PROFIT
1. W
HY C
ONTE
NT?
% re
porti
ng v
ery
larg
e sa
les g
rowt
h
Volume growth can be immediate
Campaign duration3 months 6 months 1 years 2 years 3 years
23%
28%
33%
34%
36%
Price effects take time
Campaign duration3 months 6 months 1 years 2 years 3 years
0%
1.7%
1.8%
2.9%
3.1%
% re
porti
ng v
ery
larg
e pr
ice e
ffect
sProfit takes time to fully realise
Campaign duration3 months 6 months 1 years 2 years 3 years
4%8% 9%
14%
15%
% re
porti
ng v
ery
larg
e pr
ofit g
rowt
h
2. MEASUREMENT IN ACTION
2. R
OI E
XAM
PLES
ITSMA SURVEY: 2015 MEASURING AND COMMUNICATING MARKETING IMPACT
http://www.itsma.com/research/itsma-online-survey-communicating-marketings-impact-roi-c-suite/
2. R
OI E
XAM
PLES
ITSMA SURVEY: 2015 MEASURING AND COMMUNICATING MARKETING IMPACT
Majority of current measurement
(quarterly)
Best sources of content ROI
EXAMPLES: CONTENT THROUGH TO RESULTSAXA WealthGrowing business 3x more with companies who engage with content than those who don’t.
Capgemini Expert ConnectSales of EUR6m in 2014, EUR10m expected in 2015.
Microsoft/NokiaIn decision-makers targeted by content campaign: Consideration increased by a third; Purchase Preference more than doubled. Part of a programme increasing business market share from 11% to 18% and now to 26%.
2. R
OI E
XAM
PLES
3. TIPS FOR INCREASING ROI
FOUR TIPS TO CONSIDER…1. Use the sales team as a direct channel to market
Marketing ownership for social selling programmes: increases the reach of content directly to people the sales team want to influence
2. Closer integration of ‘brand’ content with demand generation and bid support
Target content further into the sales process where influence is easier to track
3. Push for more relevant and targeted advertising solutions to promote content (retargeting, IP-based etc)
Don’t cut back on promotion budget just because you have made a large investment in content
4. Proving rather than increasing ROI: keep investing in data and systemsDecide upfront on how you will track content efforts (not by clicks or likes if your objective was increasing share of wallet or retention!) and ensure your data/systems/reporting roadmap will support those metrics
3. IN
CREA
SING
ROI
@TMPEverettTHANK YOU