How to measure engagement and ROI in content marketing
 

Like this? Share it with your network

Share

How to measure engagement and ROI in content marketing

on

  • 1,530 views

Content marketing metrics, analytics and ROI presentation from Content Marketing Retreat, Jan 13, 2011 #cmrl

Content marketing metrics, analytics and ROI presentation from Content Marketing Retreat, Jan 13, 2011 #cmrl

Statistics

Views

Total Views
1,530
Views on SlideShare
1,461
Embed Views
69

Actions

Likes
1
Downloads
3
Comments
0

2 Embeds 69

http://www.scoop.it 38
https://twitter.com 31

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

How to measure engagement and ROI in content marketing Presentation Transcript

  • 1. How to measure engagement and ROI in content marketing Matt Heinz President, Heinz Marketing Inc. [email_address] @heinzmarketing
  • 2. Last Slide First
    • Stay close to the money
    • Map content to the buying/selling process
    • Track more, report less
    • Think like a CFO
    • Don’t invent new metrics
  • 3. The Slippery Slope…
    • Just because you can track it:
    • doesn’t mean you should
    • doesn’t mean it’s important
    • doesn’t mean it should be on your exec dashboard
    • Choose the right metrics t hat relate to and drive higher sales, customer loyalty and profitability
  • 4. Prospect Engagement Funnel Active Sales Cycle Channels: CRM, 1:1 Goal: Sell New Customer Drip Marketing Channels: Email Newsletters, CRM System Goal: Drive Active Prospects Network / Open Community Channels: Twitter, Facebook, Blog, LinkedIn Goal: Drive Registration Network-exclusive access to content Value-added special offers Discovery events White papers, top ten tips, etc. Testimonials, Success Stories Profile-Specific Messages New product/service offers Referral & Tell-a-Friend Offers Network / Community Invites New Opportunity Alerts 1:1 with Existing Customer In-Market Events Next Step Accelerator Ideas Customer Targets (based on persona profiles)
  • 5. What good content does…
    • Bigger
    • Better
    • Faster
    • Cheaper
  • 6. What to measure?
    • Sales
    • Contribution
    • Conversion
    • Engagement
  • 7. How to demonstrate ROI
    • Purchase path acceleration
    • Long-term yield
    • Cost per lead & cost per sale
  • 8. Think like a CFO
  • 9. Reporting tools: Means vs. Ends
  • 10. My content gift to you… www.successfulsellingbook.com
  • 11. Questions?