content measurement 2.0: going beyond clicks & shares - #spark15

Content Measurement 2.0: Going Beyond Clicks & Shares

@contently @ray_jing #contentroi

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1 blog post/day, 300+ shares/day, 100K readers/month

Christopher Contentz

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“Great, but where’s the ROI?”

Bobby Bossz

And so, we at Contently did some

research…

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Content Measurement 2.0z

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Content Measurement 3.0z

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Hard dollar return Soft dollar return

WTH are Soft and Hard Dollars?

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• Hard dollars are the direct benefits (usually in the form of revenue) earned from content marketing efforts.

• Soft dollars are the benefits that content provides to the entire organization, which is hard-to-measure but still create halo value from content marketing efforts.

Dollars Defined:z

Examples of Soft Dollar Returns

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Financial Servicesz

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Human Resources ROIz

An increase in quality applicants to open roles

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Technologyz

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Customer Service ROIz

Millions of dollars saved through the help desk and user-generated answers via the community

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Professional Servicesz

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Operations Improvement ROIz

30% cycle time reduction to produce content, saving $150K worth of production hours

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SMBz

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Brand Lift ROIz65% of readers trust our brand the most, which has

yielded immense loyalty and $500K paid advertising dollars saved YTD through organic growth

The Contenticorn’s Metrics Checklist

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Content Measurement for 2016z

Quality Leads Sourced

Quality Leads Influenced

Revenue Sourced

Revenue Influenced

Website Traffic

Social Shares

Attention Time

Qualified Job Applicants

Customer Care Hours Saved

Editing Hours Saved

Content Production Costs Saved

Customer Community Members

Reader Trust Earned

Paid Advertising Dollars Saved

Sales Cycle Time Reduced Press Mentions Earned