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Tracking Content Performance and ROI

Tracking Content Performance and ROI



Byron White, Carolyn McKibbin, and Wayne Lappas' presentation for BrightTalk, July 15th, 2010.

Byron White, Carolyn McKibbin, and Wayne Lappas' presentation for BrightTalk, July 15th, 2010.



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  • 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.
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  • Wayne-- replace with the chart with content assets on the bottom.
  • Drop in the SpyFu Logo over ideaLaunch.
  • 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 Performance and ROI Tracking Content Performance and ROI Presentation Transcript

  • Tracking Content Performance and ROI BrightTalk July 14th, 2010 Byron White Carolyn McKibbin Wayne Lappas ideaLaunch.com, Inc.
  • We also offer a number of Business Solutions for clients all related to content marketing. LifeTips: Content Distribution WriterAccess: Marketplace WordVision: SEO Toolset SplitTestLab: A/B Testing
  • Great ideas. Great content. Great results.
  • Tracking Content Performance and ROI 10 Tips for Content Planning 5 Essentials for Quality Content 5 Metrics for Performance and ROI
  • 10 Tips for Content Planning
  • #1 Before you create your first word, you need a solid plan grounded in research.
      • Content Planning
      • Content Research/Audit
      • Editorial Plan
      • Customer Profiling
      • Style Guides
      • SEO Research/Audit
      • Keyword Research
      • Keyword Silos
      • Competitive Research
      • SEO Scoring
      • SEO Plan
      • Tech Research/Audit
      • Information Design
  • #2 Expand your content asset portfolio to catch readers orbiting at high speeds.
      • Content Assets Portfolio
      • Articles
      • Courseware
      • eBooks
      • Podcasts
      • Printed Books
      • Tip Centers
      • Webinars
      • Whitepapers
      • Widgets
      • WorkBooks
  • #3 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
  • #5 Use the free research tools to find the opportunity for content marketing.
      • 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
  • #6 Evaluate how you stack up with the competition for content marketing. 3 Key Questions Content: How Much? Competitive Analysis Content Evaluation Content Products Content: How Great? Customer Needs Content Engagement Writer Experience Level Content: How Often? Publishing Frequency Testing Frequency Distribution Frequency 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
  • Identify your organic market share and mind share pinpoint growth opportunity?
      • SEO Plan
      • Keyword Universe
      • Golden Keywords
      • Keyword Silos
      • Internal Links
      • PPC Price
      • Search Volume
    #7 Create an SEO Plan that balances reader interest with search engine appeal.
  • #8 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
  • #9 Make SEO content creation super-simple for writers.
      • Category Map
      • Hot Topic
      • Primary Keywords
      • Secondary Keywords
  • Also make scoring content for SEO strength easy for all your writers.
  • #10 Time stamp the date you publish content so you can track the ROI and impact.
  • The 5 Essentials of Quality Content
  • #1 Great content connects with readers and keeps them coming back for more.
  • #2 Great content tells a story that gets passed on and on and on.
  • #3 Great content is written by great writers with great characteristics.
      • Curiosity
      • Passionate Voice
      • Well Traversed
      • Make Meaning
      • Keep it Simple
      • Less is More
      • Short and Sweet
      • Fresh Insight
      • Results Driven
      • Inquisitive
      • Storytellers
      • Journalists
      • Researchers
      • Socratic
      • Optimizers
      • Knowledge Seekers
      • Wordsmiths
      • Deep Diggers
      • Big Picture Thinkers
  • #4 Great content is created by writers that listen to customers wants and needs.
      • Listen Up
      • Search Box
      • Social Media
      • Web Analytics
      • Keyword Popularity
      • Customer Service
      • Questionnaires
  • #5 Great content achieves great results in a variety of ways.
  • 7 Methods for Performance Measurement
  • #1 Track improved monthly listing positions.
  • Also track improved monthly listing positions by keyword silos.
  • #2 Track increased traffic.
  • Also track increased traffic by keyword silo.
  • #3 Track repeat visitation.
  • #4 Track increased time-on-site.
  • # 5 Track improved conversion rates.
  • #6 Track increased leads that download content.
  • #7 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