The ROI of Digital Content

Ahava LeibtagPresident

Aha Media Group, LLC

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WHAT IS CONTENT?

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Great relationships begin with great conversations.

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How does the conversation begin?

In traditional media, you start talking to them.

On the Web, they start talking to you and asking your questions.

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Every time a consumer interacts with your brand,

there’s a conversation taking place.

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Brands and Content

A brand is a promise.

#

1

#2 #5

#4#3

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WHY BOTHER WITH CONTENT?

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Content Types

• Written articles• Podcasts• Video• Photographs• Infographics• Slide Shows• Whitepapers• Polls/Survey data

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VS.

(DON’T GET CONFUSED)

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Content Delivery Vehicles

• Websites• Blogs• Newsletters• iTunes• YouTube• Facebook• Twitter• Slideshare

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WHAT IS CONTENT STRATEGY?

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Content Strategy

Takes the guesswork out of execution so creativity

about content can flourish.

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The Sales Cycle

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Email Addresses/Contacts

Engaged

Prospect & Recycled

Lead

Sales Lead

Opportunity

Customer

• Emails/Contacts: Not yet leads, just have entered the funnel

• Engaged: Show real engagement by downloading content, opening an email, commenting on a blog post

• Prospect: Qualified but are not ready to buy (decision makers?)

• Lead: Prospects that show enough behavioral engagement that we want to call them

• Sales lead: Qualified by sales

• Opportunity: Part of the active pipeline

• Customer: They have bought an product or solution

• Upsell and retain: Keep them buying

Classic Sales Funnel

Marketing

Sales

Nurturing Database

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Different Types of Media

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Media Today

• Paid media

• Owned media

• Earned media

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Paid Media

• Search engine marketing

• Advertising

• Paid search (pay-per-click campaigns)

Attracts attention and traffic to nurture new leads.

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Owned Media

• Media you develop and use for your organization

• Digital content that lives on your:oWebsiteo Social media channels

Establish and own your voice.

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Earned Media

• Media generated by someone other than your own company:

o Journalistso Media outletso Bloggers o Public relations vendors working to create

buzz about your products or services

Can gain you credibility. Can also damage you.

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Content Drives Revenue!

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ROI of Digital Content

• Content is a conversation

• Content supports the sales process

• It helps your customers do what they need to do

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Our Process

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Content Strategy = The GPS

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Process

1. Build a business case2. Content auditing3. Content planning• Personas• Identity Pillars• Messaging Architecture

4. Content creation5. Establishing workflows6. Content analysis7. Establishing content governance

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Content Planning

• Who are you talking to?

• Who are you?

• What are you trying to say?

• What are the priorities of those messages?

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Social Media Distribution

• Who are your target audiences?• Where do they spend their time?• What formats of content do they respond

to best?

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Questions?

Ahava LeibtagAha Media Group, LLCahava@ahamediagroup.comTwitter: ahavaL301-452-5331