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Todd Wheatland, VP, Thought Leadership & Marketing at Kelly Services, rolls up his sleeves and gets dirty with data in this use case of how Kelly Services built relevant analytics. Content Marketing ...

Todd Wheatland, VP, Thought Leadership & Marketing at Kelly Services, rolls up his sleeves and gets dirty with data in this use case of how Kelly Services built relevant analytics. Content Marketing Strategies Conference - May 2012.
http://ContentMarketingNow.com @contentmktgnow

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Todd wheatland contentmarketingnow_conf_2012_content roi_day1 Todd wheatland contentmarketingnow_conf_2012_content roi_day1 Presentation Transcript

  • @toddwheatland
 what isContent
Marke+ng
ROI
 content? ! what has changed with content ! Todd
Wheatland
 at Kelly?! Kelly
Services

  • @toddwheatland

  • @toddwheatland

  • @toddwheatland

  • @toddwheatland

  • @toddwheatland
The
Greek
Economy
 Professional
 Small
 Civil
Servant
 Pharmacist
/
 Union
Leader
 Businessman
 Taxi
Driver

  • @toddwheatland
OverviewDangers
of
Measuring
Individual
Tac+cs

The
Kelly
Situa+on
–
Culture,
Business
Objec+ves
Kelly’s
Content
Marke+ng
Approach

A
Star+ng
Point
The
Trouble
with
Funnels
When
Do
You
Measure
Success?
How
Do
You
Measure?
Interes+ng
Things
to
Measure

Primary
Indicators
for
Everybody
Metrics
We
Love
Cause
&
Effect




 


  • @toddwheatland
The
Kelly
Situa5on:

Product: 
 
 
Complex
workforce
solu+ons
Target: 
 
 
Largest
5,000
companies
globally
Deal
Size:
 
 
$50m
‐
$2bn

Key
Buyer
Titles: 
HR,
Procurement,
Opera+ons,
C‐Suite
Ave
Time
to
Close: 
12‐24
months 


CULTURE:
Conserva+ve,
Service‐Driven,
65yrs+,
Fortune
500
Co.


BROAD
OBJECTIVES:
Change
percep+ons
of
Kelly
towards
higher‐end
capabili+es.
Lead
the
intellectual
dialog.
New
and
exis+ng
customer
targets. 



  • @toddwheatland
Content
Marke5ng
Approach:

Highly
Atomized
Within
5
Key
Topic
Areas
At
least
20
unique
pieces
of
content
for
each
of
100+
keywords
per
year.



  • @toddwheatland
A
Star5ng
Point

 Conversion
 &
 Purchasing
 Site
&
 Lead
 Community
 Metrics
 Metrics

  • @toddwheatland
A
Star5ng
Point

 Content
 
 ‐  #s
 ‐  By
persona
 ‐  By
topic
 ‐  By
keyword
 ‐  By
region
 ‐  etc
Content

  • @toddwheatland
A
Star5ng
Point

 Distribu5on
 
 ‐  Company
sites
 ‐  Partner
channels
(contra)
 ‐  Partner
channels
(paid)
 ‐  LI
Groups
(owned)
 ‐  LI
Groups
(member)
 ‐  LI
(paid)
 ‐  etc
 Measure
 
 ‐  #
Views?
Content
 ‐  #
Downloads?
 Distribu+on
 ‐  Poten+al
Reach
 ‐  etc

  • @toddwheatland
A
Star5ng
Point

 Sharing
 
 ‐  Social
ac+vity
 Measure
 
 ‐  #
LI
shares,
Likes,
Content
 Tweets,
etc
 Distribu+on
 ‐  #
Comments
 ‐  Poten+al
Reach
 Sharing

  • @toddwheatland
A
Star5ng
Point

 Lead
Capture
 
 ‐  Lead
Genera+on
 Measure
 
 ‐  Site
Registra+ons
Content
 ‐  Group
Members
 Distribu+on
 ‐  etc
 Sharing
 Lead
Capture

  • @toddwheatland
A
Star5ng
Point

 Lead
Nurture
 
 ‐  Movement
through
 engagement
funnel
 Measure
 
 ‐  Rela+onship
between
Content
 content
assets
and
 Distribu+on
 Lead
Nurture
 sales
ac+vity
 Sharing
 Lead
Capture

  • @toddwheatland
A
Star5ng
Point

 Sale
 
 Measure
 
 Sale
 ‐  Mee+ngs
Content
 ‐  RFPs
 Distribu+on
 Lead
Nurture
 ‐  Closed
Deals
 ‐  Projected
Rev
 Sharing
 Lead
Capture
 ‐  Actual
Rev
 ‐  Projected
NP
 ‐  Actual
NP

  • @toddwheatland
A
Star5ng
Point

 SEO
 
 Measure
 
 Sale
 ‐  Own
pages
Content
 ‐  Partner
pages
 Distribu+on
 Lead
Nurture
 ‐  Distributed
content
 ‐  etc
 Sharing
 Lead
Capture
 SEO

  • @toddwheatland

 The
Problem
with
Funnels



  • @toddwheatland
WHEN
do
you
measure
success?

  • @toddwheatland
WHEN
do
you
measure
success?

  • @toddwheatland
WHEN
do
you
measure
success?

  • @toddwheatland
How
do
you
measure?
 #1


  • @toddwheatland
How
do
you
measure?
 #2

 60,000+
Views
 80+
Blogs
 200+
Social
Shares
on
Kelly
 networks
(1,800+
on
others)
 
 400+
SUBS
 
 85
MQLs
 
 
 

  • @toddwheatland
Interes5ng
things
to
measure:


Trends
–
Not
Absolutes






  • @toddwheatland
Interes5ng
things
to
measure:





  • @toddwheatland
Interes5ng
things
to
measure:





  • @toddwheatland

  • @toddwheatland

  • @toddwheatland

  • @toddwheatland
Primary
Indicators
for
Everyone

  • @toddwheatland
Cause
&
Effect
 Originated
Lead
 Influenced
Personal
Network
 Ini+al
Large
 Influenced
Co.
Network
 New
Customer
 Purchase
 Nurtured
Lead
 MoTS
 Nurtured
Lead
 Exis+ng
Customer
 X‐Sell
/
UpSell
 Nurtured
Lead
 New
Geo
/
Div
 Nurtured
Lead
 TRICKY
STUFF
 Cross‐channel
MQL
connec+ons
 Individual
touches
per
target
account
(+
total
Co
touches)

  • @toddwheatland
Metrics
I
Really
Like
 MQL
Subscriber
Growth
by
Source
/
Cost
/
Content
Item(s)
 Funnel
Stage
by
Source
/
Cost
/
Content
Item(s)
 Nurturing
Metrics
 Time
on
Page
/
Ave
Page
Views
 SM
trends
–
especially
comments,
LI
shares
 OTHER
THINGS
I
THINK
ARE
IMPORTANT:
 #
of
Earned
Speaking
Engagements
in
target
topics
 Brand
percep+on
amongst
target
audiences
 NPS
scores
 
 GROWING
IMPORTANCE:
 Time
to
Stage
and
Close
 Content
Asset
Interac+on
through
Stages
to
Close

  • @toddwheatland
?