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