if it dont make dollars, it dont make sense. do you know your content roi?
DESCRIPTION
A ton of money is poured into content creation each year, but nobody knows if its actually working. In this presentation, we looked at how to calculate content ROI, what other factors you need to consider and how to boost the overall return on your content marketing. .TRANSCRIPT
Do you know your content ROI?
IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE
Hana Abaza, Director of Marketing,
WHY IT’S HOT
WHY IT’S NOT
$44 billion is poured into content
marketing annually, but businesses lack the infrastructure to succeed.
CONTENT IS NOT CONVERTING
IS YOUR CONTENT RESONATING WITH PEOPLE?
IS YOUR CONTENT DRIVING GROWTH?
HOW CONTENT CAN IMPACT GROWTH
Direct signups
Increase in lead quality
Increase in lead quantity
Shorter sales cycle
Lower cost per lead
Less churn
Growth Metrics
• CTA conversion
• Visit to lead conversion
• Lead to customer conversion
• Cost per lead / customer
• Churn rate
Engagement Metrics
• Time on site
• Pages per visit
• Social shares
• Bounce rate
• Search rankings
GROWTH METRICS ENGAGMENT METRICS VS
According to Joe, 3 Things That Matter
Is it converting customers?
Is it saving money?
Is it helping with customer retention?
Source: hub.uberflip.com
CALCULATING ROI
(Revenue Generated – Cost of Content Marketing) / Cost of Content Marketing = ROI
But there are other things to consider…
Content can have a measurable impact on brand perception…
Source: Buzzfeed
Source: Buzzfeed
Content can have a measurable impact on brand perception…
Understanding your business metrics will help you figure out and boost your marketing ROI.
Source: Rand Fishkin
FANTASY…
Understanding your business metrics will help you figure out and boost your marketing ROI.
Source: Rand Fishkin
REALITY…
Know your audience
Craft amazing content
Be consistent
But these aren’t enough…
TIPS TO BOOSTING CONTENT ROI
EXPERIENCE MATTERS
• No distinct call to action
• No recommended content
• Nowhere to subscribe
• No images or videos
• No discovery
• No mobile experience
AVOID THIS!
Try this…
Call to action
Recommend content
Imagery
Discover
http://resources.taulia.com/h/
TARGETING MATTERS
CONTROL MATTERS
CTAs MATTER
Hana Abaza
Director of Marketing uberflip.com
Thank you!