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

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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)

Jason Dutton-Smith 18www.wordconnect.com.au @morethanroute66

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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

jds747400@gmail.com

www.wordconnect.com.au

Jason Dutton-Smith

www.morethanroute66.com

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