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 ...
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 ...
Growth Metrics
•  CTA conversion
•  Visit to lead conversion
•  Lead to customer conversion
•  Cost per lead / customer
• ...
According to Joe, 3 Things That Matter
Is it converting customers?
Is it saving money?
Is it helping with customer retenti...
CALCULATING ROI
(Revenue Generated – Cost of Content Marketing) /
Cost of Content Marketing = ROI
But there are other thin...
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
•  ...
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!
If it don't make dollars, it don't make sense. Do you know your content ROI?
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If it don't make dollars, it don't make sense. Do you know your content ROI?

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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. .

Published in: Marketing
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  • Good Stuff, not easy to understand for all, its very indepth....
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  • Thanks Barbara! And good call, will add a slide with some links at the end. There are several, including the below. Most work really well together. For example, Uberlfip gives you your content score and metrics to know what's working, but also feeds it to your marketing automation tool so you and your demand gen team have complete visibility.

    http://www.uberflip.com/
    http://hubspot.com/
    http://marketo.com/
    http://kapost.com/

    Hope this helps! If not, feel free to reach out! twitter.com/hanaabaza
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  • I thought it was very clever. I suggest you should add a couple of the software packages that measure content. Great pictures!
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  • Thanks for the note. Control refers to the level of control marketers have over the content experience. Ideally, they should be using a platform that allows them to quickly and easily manipulate the content that is featured, call-to-actions and other aspects of the experience without needing to involve the IT department.

    Makes it easier to iterate based on what's working if you have control over the system :)

    Hope this helps!

    Hana
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  • Good stuff, thanks for this. Wonder if you would offer a bit on what you mean by 'Control Matters' (slide 20). In regards to social media you often hear the advice to 'let go, lose control,' curious how this applies to content
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If it don't make dollars, it don't make sense. Do you know your content ROI?

  1. 1. Do you know your content ROI? IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE Hana Abaza, Director of Marketing,
  2. 2. WHY IT’S HOT
  3. 3. WHY IT’S NOT
  4. 4. $44 billion is poured into content marketing annually, but businesses lack the infrastructure to succeed. CONTENT IS NOT CONVERTING
  5. 5. IS YOUR CONTENT RESONATING WITH PEOPLE?
  6. 6. IS YOUR CONTENT DRIVING GROWTH?
  7. 7. HOW CONTENT CAN IMPACT GROWTH Direct signups Increase in lead quality Increase in lead quantity Shorter sales cycle Lower cost per lead Less churn
  8. 8. 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 METRICSENGAGMENT METRICS VS
  9. 9. 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
  10. 10. CALCULATING ROI (Revenue Generated – Cost of Content Marketing) / Cost of Content Marketing = ROI But there are other things to consider…
  11. 11. Content can have a measurable impact on brand perception… Source: Buzzfeed
  12. 12. Source: Buzzfeed Content can have a measurable impact on brand perception…
  13. 13. Understanding your business metrics will help you figure out and boost your marketing ROI. Source: Rand Fishkin FANTASY…
  14. 14. Understanding your business metrics will help you figure out and boost your marketing ROI. Source: Rand Fishkin REALITY…
  15. 15. Know your audience Craft amazing content Be consistent But these aren’t enough… TIPS TO BOOSTING CONTENT ROI
  16. 16. EXPERIENCE MATTERS
  17. 17. •  No distinct call to action •  No recommended content •  Nowhere to subscribe •  No images or videos •  No discovery •  No mobile experience AVOID THIS!
  18. 18. Try this… Call to action Recommend content Imagery Discover http://resources.taulia.com/h/
  19. 19. TARGETING MATTERS
  20. 20. CONTROL MATTERS
  21. 21. CTAs MATTER
  22. 22. Hana Abaza Director of Marketing uberflip.com Thank you!
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