How to measure engagement and ROI in content marketing

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

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How to measure engagement and ROI in content marketing

  1. 1. How to measure engagement and ROI in content marketing Matt Heinz President, Heinz Marketing Inc. [email_address] @heinzmarketing
  2. 2. Last Slide First <ul><li>Stay close to the money </li></ul><ul><li>Map content to the buying/selling process </li></ul><ul><li>Track more, report less </li></ul><ul><li>Think like a CFO </li></ul><ul><li>Don’t invent new metrics </li></ul>
  3. 3. The Slippery Slope… <ul><li>Just because you can track it: </li></ul><ul><li>doesn’t mean you should </li></ul><ul><li>doesn’t mean it’s important </li></ul><ul><li>doesn’t mean it should be on your exec dashboard </li></ul><ul><li>Choose the right metrics t hat relate to and drive higher sales, customer loyalty and profitability </li></ul>
  4. 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. 5. What good content does… <ul><li>Bigger </li></ul><ul><li>Better </li></ul><ul><li>Faster </li></ul><ul><li>Cheaper </li></ul>
  6. 6. What to measure? <ul><li>Sales </li></ul><ul><li>Contribution </li></ul><ul><li>Conversion </li></ul><ul><li>Engagement </li></ul>
  7. 7. How to demonstrate ROI <ul><li>Purchase path acceleration </li></ul><ul><li>Long-term yield </li></ul><ul><li>Cost per lead & cost per sale </li></ul>
  8. 8. Think like a CFO
  9. 9. Reporting tools: Means vs. Ends
  10. 10. My content gift to you… www.successfulsellingbook.com
  11. 11. Questions?

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