Five ways to crack content marketing ROI

2. Companies who focus on connecting with their audience have a growth rate triple that of their competitors
3x

3. Content is the connective thread of all marketing.

5. 21%
Only 21% of marketers are tracking ROI

6. How are you really driving your business forward?

7. Introducing NewsCred.
The future of marketing technology
People-focused. Content first.

8. The most comprehensive content marketing solution.

10. 1.Build a measurement framework
2.Understand your audience
3.Create content the fuels pipeline
4.Activate creative distribution
5.See revenue growth

11. An easy, but effective measurement framework

12. • Impressions • Social shares • Time spent • Return visits
• Subscriber / audience size • Share of voice • Audience penetration across org
• Brand lift • Perception / attitudinal change
• Behavioral conversions • Lead generation • Sales lift
• Is our content being seen?
• Are people engaging with our brand & content?
• How much time are people spending with our brand and are they returning?
• How large is our audience?
• What’s our share of voice in a market/ channel?
• Is engagement growing across the workflow chain of a single organization?
• Are we creating awareness? Is our message memorable?
• Are we changing perceptions?
• Are people discovering and understanding our product & service offering?
• Are we driving quality leads?
• Are we driving overall sales?
• What is our cost/value per exposure, action or view?
• What is the cost/value per point of share?
• What is the cost/value per active audience member?
• What is the cost/ value per point of lift?
• What is the cost per qualified lead?
• What is the multi-touch attribution cost?
• What is the cost per sale?
Media Metrics
What do we measure?
KPIs: Business Objectives
Is our content producing the desired result?
ROI: Media Performance How efficiently is our content and distribution working to produce the desired result?
Success Metrics
Lead Generation and Sales
Brand Awareness
Audience Engagement
Content Performance

13. Be disciplined and consistent about measurement.
1. Reach
Impressions
Social shares
Share of voice
2. Engagement
Traffic
Perception
3. Conversions
Lead generation
Sales
CPL
CAC

14. Dell
OVERVIEW
Dell approached content marketing with the end in mind. They knew they wanted to increase traffic and build thought leadership. This allowed them to build a smart strategy around an end goal, and easily measure the results.
Explore the site: techpageone.dell.com

15. Understand your audience

16. It’s more than just age, gender and location…
1. What they like
•Content Topics
•Music, Movies & Books
•Icons/Role Models
2. What they do
•Preferred social channels
•Media consumption habits
•Engagement frequency
3. What they buy
•Brands they follow, like and subscribe to
•Purchase behavior Demographic

17. SAP
THE CHALLENGE SAP knew their customers in and out. Instead of creating content blindly for their knew thought leadership portal, they created a scalable content mix which they knew would resonate.
Explore the site: https://www.custedge.com

18. Create content against the sales funnel

19. A sustainable content process.

20. Provide value throughout the buyer’s journey.
Stage
Objective
Content
Success Metrics
Early
•Inspire, educate or entertain
•Start a conversation
•Grow awareness
•Social content
•Captivating visuals
•Thought leadership
•News
Reach
-Social mentions/engagement
-Views
-Clicks
Middle
•Grow demand
•Continue the conversation
•Connect
•Captivating visuals
•Thought leadership
•Case studies
•High-level product info
Engagement & Conversions
-Repeat visits
-Conversions & subscribes
-Leads
Late
•Build brand love
•Accelerate decision making
•In-depth product info
•Case studies
•Captivating visuals
•Thought leadership
Opportunities & Sales
-Sales lift
-Brand lift

21. THE CHALLENGE
•Reach senior professionals in the payments technology industry within continental Europe
•Position Visa Europe as a leader in the payments conversation
Visa Europe
Explore the site: vision.visaeurope.com

22. Activate creative distribution

24. Capgemini
Explore the site: http://www.content-loop.com/
. THE RESULTS
•+350,000 unique visitors over 6 months.
•+3,000 new LinkedIn followers per week, primarily from IT and management from major corporations:
•More LinkedIn virality Over 6 Months
•+370,000 impressions
•+1.8 million shares

25. Tie content to revenue

26. Content is the fuel for our revenue growth.

27. 70% of deals in 2014 engaged with 1 or more pieces of content.

28. Our engine is running…
4 blog posts / day
2 white papers / month
1 webinar / month
1 thought leadership event / month

29. 29
Newsletter Organic social Native advertising LinkedIn sponsored stories Events Webinars
What matters? HOW we connect:
The right people, at the right time,
at the right place.
LinkedIn sponsored stories
Facebook promoted posts
Twitter cards
Slideshare
Contributed content via PR
Nurturing

30. 30
Behind every tweet, every share, every visit, every purchase…is a person.

31. Directly driving $5M in revenue in just the first 8 months of 2014.

32. Questions?