Tracking Content ROI
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Tracking Content ROI

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Byron White's presentation for AfCon 2010, June 20th, 2010.

Byron White's presentation for AfCon 2010, June 20th, 2010.

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  • Gogle Analytics add to top per rick.
  • The list for logos should be: SpyFu ideaLaunch HubSpot SEO Magestic SEOBook Compete QuantCast
  • Tip: Learning where your organic marketshare vs the competition helps you calculate opportunity cost.
  • Wayne…Insert an Excel spreadsheet that shows one of our SEO plans for reference.
  • OK
  • OK
  • OK
  • OK
  • Wayne-- replace with the chart with content assets on the bottom.
  • Drop in the SpyFu Logo over ideaLaunch.
  • Steve, this needs to be blow up so you can see just that inner area, without the right column perhaps?
  • Steve, this needs to be blow up so you can see just that inner area, without the right column perhaps?

Tracking Content ROI Tracking Content ROI Presentation Transcript

  • Great Ideas | Great Content | Great Results Tracking Content ROI AffCon2010 June 20th, 2010 Byron White Chief Idea Officer Twitter: @ByronWhite [email_address]
  • ideaLaunch offers content marketing, services, solutions and technology to a wide range or clients.
  • Our journey begin with LifeTips.com in 2000, a property that now attracts about 1 million unique monthly readers. LifeTips Sponsor Program LifeTips WebmasterRadio.FM
  • We now own and manage a number of brands and micro-sites all focused on content creation, content optimization and content performance solutions. ideaLaunch: Content Marketing Agency WriterAccess: Marketplace WordVision: SEO Toolset SplitTestLab: A/B Testing
  • Tips and Advice for Tracking Content ROI Content Plan Quality Content ROI Measurement
  • Start by creating an overall content marketing plan that becomes the nerve center for ROI measurement.
      • Table of Contents
      • Scope of Project
      • Competitive Research
      • Customer Research
      • Keyword Research
      • SEO Plan
      • Content Plan
      • Performance Plan
  • Use all the free research tools to find the opportunity to grow market share and mind share.
      • Free Research Tools
      • WordVision.com
      • SpyFu.com
      • Compete.com
      • QuantCast.com
      • SEOMajestic.com
      • Raven-SEO-Tools.com
      • Tools.SEOBook.com
      • SEOToolSet.com
      • LinkVendor.com
      • MarketLeap.com
  • Analyze the competition and pinpoint opportunity for growth and distinction. Content Asset YourSite.com Competitor.com Traffic A C PPC Spend B A Content Portfolio B B Content Authority C B Publishing Frequency D C Social Reach F D Social Conversations F F Testimonials A F Partnerships B A Internal Links C B Inbound Links C C SEO Strength A C SEO Performance B A Testing Methodology A B
  • Analyze organic market share and pinpoint opportunity for growth.
      • SEO Plan
      • Keyword Universe
      • Golden Keywords
      • Keyword Silos
      • Internal Links
      • PPC Price
      • Search Volume
      • Search Market Share
    Create an SEO Plan that balances reader interest with search engine appeal.
  • Select “golden” keywords for optimization, SEO scoring and ROI goals.
      • Golden Keywords
      • 150 Keywords
      • Priority
      • Weighted
      • 1/3 Top 50-100
      • 1/3 Top 1-50
      • 1/3 Top >100
      • Keyword Silos
      • Primary Keywords
      • Secondary Keywords
  • Create super-simple category maps for writers and make it easy to create content to specification.
      • Category Map
      • Hot Topic
      • Primary Keywords
      • Secondary Keywords
  • Explore a variety of content assets to catch readers orbiting at high speeds.
      • Content Assets
      • Articles
      • Courseware
      • eBooks
      • Podcasts
      • Printed Books
      • Tip Centers
      • Webinars
      • Whitepapers
      • Widgets
      • WorkBooks
  • Listen-in to the conversations in the social media sphere to find the hot topics.
      • Social Research Tools
      • Search.Twitter.com
      • Facebook.com/lexicon/
      • ThunderThimble.com
      • TechRigy.com
      • BlogSearch.Google.com
      • BlogPulse.com
      • IceRocket.com
      • TweetDeck.com
  • Make scoring content for SEO strength easy for all your writers.
  • Time stamp publishing dates of content for impact and ROI tracking.
  • You can measure ROI in a variety of ways.
  • Track improved monthly listing positions.
  • Track increased traffic.
  • Track repeat visitation.
  • Track increased time-on-site.
  • Track improved conversion rates.
  • Track increased leads that download content.
  • Track increased sales from the leads that interact with content assets.
  • “ The only marketing left is content marketing.” Seth Godin
      • Byron White, ideaLaunch
      • Chief Idea Officer
      • Twitter: @ByronWhite
      • Byron[at]ideaLaunch.com
      • Phone: 617-227-8800 x 201
    Free Book Download: ideaLaunch.com/101