CIM East of England | NINTH DIGITAL MARKETING CONFERENCE | 9 July 2015
Dr Dave Chaffey
CEO, Smart Insights
2 @DaveChaffey
Evaluating Content
Marketing ROI
Techniques, tools and the
VQVC KPIs to help you prove
Content Marketing
Effectiveness
Dr Dave Chaffey
SmartInsights.com
Digital marketing strategy advice
Presented at the Digital Marketing Conference, Cambridge, July 9 2015.
Download: http://bit.ly/smartdigital2015
3 @DaveChaffey
About Dave
About Dave Chaffey
o Consultant and trainer in
Digital since 1997
o Author of 5 bestselling
digital marketing books
o CEO and Editor of
SmartInsights.com - a
marketing advice site
with Expert (Pro)
members in over 80
countries using our
templates, planning
guides and online
courses to improve
results.
Presented at the Digital Marketing Conference, Cambridge, July 9 2015.
Download: http://bit.ly/smartdigital2015
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How easy is it to measure content
marketing ROI?
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It’s getting tougher…
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Content marketing Costs!
Red Bull now employs approximately
135 people just for their content house
Nestlé’s digital editorial team consists of
almost 20 community managers and
designers producing content every day.
Coca-Cola “now reportedly spends more
money creating its own content than it
does on television advertising.”
Contently: State of Content Marketing 2015
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Global content marketing
at Unilever:
$10m in savings with
Percolate pilot
Source: Percolate Unilever case study
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How are you evaluating
content marketing ROI?
Can you measure ROI for:
A. Total investment in “content marketing”
including SEO?
B. Content marketing initiatives?
C. Individual content assets?
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ROI =
(Gain from investment – Cost of investment)
Cost of investment
See our Evaluating Content ROI guide by Stephen Bateman for details
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7 Essential techniques for PROVING
the value of content
Need to review value of blog and social media across the
customer lifecycle, i.e. Smart Insights RACE inbound funnel:
1. Dashboards to prove value to colleagues
2. Volume - Set up Analytics Segments by channel
3. Page Value e.g. for blog posts. SET UP GOALS in GA?
4. Revenue per visit e.g. SEO, AdWords, Social
5. Attribution e.g. Google Analytics, Kissmetrics
6. ROI calculations – top level and individual content
initiatives
7. Tools for showing social media amplification
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Create a top-level Dashboard
(by media channel / referrer?)
Source: Michael Brenner #Dashboards
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So, what should my
dashboards and KPIs cover?
VQVC Volume of visits, interactions with audience
(by channel)
Quality of visits, interactions, i.e. conversion
Value of visits, interactions, i.e. revenue
Cost of content development
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SME Example – defining goals
#Quality / Value
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Taster Content asset
#Quality / Value
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n Searches
% Brand
Reach Awareness
and visits
Unique
visitors Bounce
rate
Revenue
per visit
Page views/
visit
Act Interaction
and leads
nLeads %
Conversion
to lead
Goal value
per visit
Average
order value
Convert Sales and
profit
nSales %
Conversion
to sale
Sales
value
n Brand
mentions
Engage Loyalty and
advocacy
% active
customers % Customer
conversion
% existing
sales value
Volume Quality Value
Creating a simplified RACE dashboard
Source: Smart Insights: RACE Planning Framework
Segment and attribute for content types and channels #Dashboards
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Segment your audience
in Google Analytics
(Advanced) Segments =
Powerful!
Isolate one type of audience
/ promotion to show their
contribution Visits to blog – prompting sale
New visits to blog
SEO prompted visits
Smartphone visits
#Quality / Value
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It’s still all about Visibility
Tool: #Volume
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And yes backlinks…
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And Monitoring what works today
#Volume
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New – Quick Answers
#Volume
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New tools - Personalisation based
on content preference
#Quality / Value
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Reviewing topic impact based
on Volume vs Interaction
Proxy Voting
Corporate Governance
Financial Controls
I’m a saturation point, you have wasted time and
money to talk to me. I’m doing great, keep up the good work!
I’m a content gap, I represent lost opportunities that
you could convert.
#Quality / Value
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What drives Orders in retail?
Source: Custora Pulse May 2015
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Use assisted conversions
GA Multichannel funnels
Source: Design Damage #Attribution
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Tools - use Buzzsumo, Socialcrawlytics
to show which content gets shared?
Smart Insights: Content sharing tools
#Quality / Value
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Use Buzzsumo, Socialcrawlytics
to show which content gets shared?
#Quality / Value
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Let’s Connect!
Questions & discussion welcome
here, on LI and SmartInsights.com
Free, Basic member tools
Managing Digital Marketing 2015 report
Sample planning templates
Planning infographics www.smartinsights.com/membership
Premium, Expert member learning
7 Step Guides to all digital marketing
DIY Planning and optimisation templates in
Word, Excel and Powerpoint
www.smartinsights.com/membership/expert-
member-reasons
Personal Discount (Annual) DAVESAVE20
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Presented at the Digital Marketing Conference, Cambridge, July 9 2015.
Download: http://bit.ly/smartdigital2015