Your SlideShare is downloading. ×
Todd wheatland contentmarketingnow_conf_2012_content roi_day1
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Todd wheatland contentmarketingnow_conf_2012_content roi_day1

772
views

Published on

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

Published in: Business, Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
772
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

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

  • 2. @toddwheatland

  • 3. @toddwheatland

  • 4. @toddwheatland

  • 5. @toddwheatland

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

  • 7. @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




 


  • 8. @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. 



  • 9. @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.



  • 10. @toddwheatland
A
Star5ng
Point

 Conversion
 &
 Purchasing
 Site
&
 Lead
 Community
 Metrics
 Metrics

  • 11. @toddwheatland
A
Star5ng
Point

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

  • 12. @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

  • 13. @toddwheatland
A
Star5ng
Point

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

  • 14. @toddwheatland
A
Star5ng
Point

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

  • 15. @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

  • 16. @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

  • 17. @toddwheatland
A
Star5ng
Point

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

  • 18. @toddwheatland

 The
Problem
with
Funnels



  • 19. @toddwheatland
WHEN
do
you
measure
success?

  • 20. @toddwheatland
WHEN
do
you
measure
success?

  • 21. @toddwheatland
WHEN
do
you
measure
success?

  • 22. @toddwheatland
How
do
you
measure?
 #1


  • 23. @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
 
 
 

  • 24. @toddwheatland
Interes5ng
things
to
measure:


Trends
–
Not
Absolutes






  • 25. @toddwheatland
Interes5ng
things
to
measure:





  • 26. @toddwheatland
Interes5ng
things
to
measure:





  • 27. @toddwheatland

  • 28. @toddwheatland

  • 29. @toddwheatland

  • 30. @toddwheatland
Primary
Indicators
for
Everyone

  • 31. @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)

  • 32. @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

  • 33. @toddwheatland
?