Tracking Content Performance and ROI BrightTalk July 14th, 2010 Byron White Carolyn McKibbin Wayne Lappas ideaLaunch.com, ...
We also offer a number of Business Solutions for clients all related to content marketing.  LifeTips: Content Distribution...
Great ideas.  Great content.  Great results.
Tracking Content Performance and ROI 10 Tips for Content Planning 5 Essentials for Quality Content 5 Metrics for Performan...
10 Tips for Content Planning
#1 Before you create your first word, you need a solid plan grounded in research. <ul><ul><li>Content Planning </li></ul><...
#2 Expand your content asset portfolio to catch readers orbiting at high speeds. <ul><ul><li>Content Assets Portfolio </li...
#3 Listen-in to the conversations in the social media sphere to find the hot topics. <ul><ul><li>Social Research Tools </l...
#5 Use the free research tools to find the opportunity for content marketing. <ul><ul><li>Free Research Tools </li></ul></...
#6 Evaluate how you stack up with the competition for content marketing. 3 Key Questions Content: How Much? Competitive An...
Identify your organic market share and mind share pinpoint growth opportunity?
<ul><ul><li>SEO Plan </li></ul></ul><ul><ul><li>Keyword Universe </li></ul></ul><ul><ul><li>Golden Keywords </li></ul></ul...
#8 Select “golden” keywords for optimization, SEO scoring and ROI goals. <ul><ul><li>Golden Keywords </li></ul></ul><ul><u...
#9 Make SEO content creation super-simple for writers.  <ul><ul><li>Category Map </li></ul></ul><ul><ul><li>Hot Topic </li...
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. <ul><ul><li>Curiosity </li></ul></ul><ul><ul><li>...
#4 Great content is created by writers that listen to customers wants and needs.  <ul><ul><li>Listen Up </li></ul></ul><ul...
#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 <ul><ul><li>Byron White, ideaLaunch </li></ul></ul><ul><ul><l...
Upcoming SlideShare
Loading in...5
×

Tracking Content Performance and ROI

328

Published on

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

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
328
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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
  • OK
  • OK
  • OK
  • OK
  • OK
  • 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

    1. 1. Tracking Content Performance and ROI BrightTalk July 14th, 2010 Byron White Carolyn McKibbin Wayne Lappas ideaLaunch.com, Inc.
    2. 2. 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
    3. 3. Great ideas. Great content. Great results.
    4. 4. Tracking Content Performance and ROI 10 Tips for Content Planning 5 Essentials for Quality Content 5 Metrics for Performance and ROI
    5. 5. 10 Tips for Content Planning
    6. 6. #1 Before you create your first word, you need a solid plan grounded in research. <ul><ul><li>Content Planning </li></ul></ul><ul><ul><li>Content Research/Audit </li></ul></ul><ul><ul><li>Editorial Plan </li></ul></ul><ul><ul><li>Customer Profiling </li></ul></ul><ul><ul><li>Style Guides </li></ul></ul><ul><ul><li>SEO Research/Audit </li></ul></ul><ul><ul><li>Keyword Research </li></ul></ul><ul><ul><li>Keyword Silos </li></ul></ul><ul><ul><li>Competitive Research </li></ul></ul><ul><ul><li>SEO Scoring </li></ul></ul><ul><ul><li>SEO Plan </li></ul></ul><ul><ul><li>Tech Research/Audit </li></ul></ul><ul><ul><li>Information Design </li></ul></ul>
    7. 7. #2 Expand your content asset portfolio to catch readers orbiting at high speeds. <ul><ul><li>Content Assets Portfolio </li></ul></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Courseware </li></ul></ul><ul><ul><li>eBooks </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Printed Books </li></ul></ul><ul><ul><li>Tip Centers </li></ul></ul><ul><ul><li>Webinars </li></ul></ul><ul><ul><li>Whitepapers </li></ul></ul><ul><ul><li>Widgets </li></ul></ul><ul><ul><li>WorkBooks </li></ul></ul>
    8. 8. #3 Listen-in to the conversations in the social media sphere to find the hot topics. <ul><ul><li>Social Research Tools </li></ul></ul><ul><ul><li>Search.Twitter.com </li></ul></ul><ul><ul><li>Facebook.com/lexicon/ </li></ul></ul><ul><ul><li>ThunderThimble.com </li></ul></ul><ul><ul><li>TechRigy.com </li></ul></ul><ul><ul><li>BlogSearch.Google.com </li></ul></ul><ul><ul><li>BlogPulse.com </li></ul></ul><ul><ul><li>IceRocket.com </li></ul></ul><ul><ul><li>TweetDeck.com </li></ul></ul>
    9. 9. #5 Use the free research tools to find the opportunity for content marketing. <ul><ul><li>Free Research Tools </li></ul></ul><ul><ul><li>WordVision.com </li></ul></ul><ul><ul><li>SpyFu.com </li></ul></ul><ul><ul><li>Compete.com </li></ul></ul><ul><ul><li>QuantCast.com </li></ul></ul><ul><ul><li>SEOMajestic.com </li></ul></ul><ul><ul><li>Raven-SEO-Tools.com </li></ul></ul><ul><ul><li>Tools.SEOBook.com </li></ul></ul><ul><ul><li>SEOToolSet.com </li></ul></ul><ul><ul><li>LinkVendor.com </li></ul></ul><ul><ul><li>MarketLeap.com </li></ul></ul>
    10. 10. #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
    11. 11. Identify your organic market share and mind share pinpoint growth opportunity?
    12. 12. <ul><ul><li>SEO Plan </li></ul></ul><ul><ul><li>Keyword Universe </li></ul></ul><ul><ul><li>Golden Keywords </li></ul></ul><ul><ul><li>Keyword Silos </li></ul></ul><ul><ul><li>Internal Links </li></ul></ul><ul><ul><li>PPC Price </li></ul></ul><ul><ul><li>Search Volume </li></ul></ul>#7 Create an SEO Plan that balances reader interest with search engine appeal.
    13. 13. #8 Select “golden” keywords for optimization, SEO scoring and ROI goals. <ul><ul><li>Golden Keywords </li></ul></ul><ul><ul><li>150 Keywords </li></ul></ul><ul><ul><li>Priority </li></ul></ul><ul><ul><li>Weighted </li></ul></ul><ul><ul><li>1/3 Top 50-100 </li></ul></ul><ul><ul><li>1/3 Top 1-50 </li></ul></ul><ul><ul><li>1/3 Top >100 </li></ul></ul><ul><ul><li>Keyword Silos </li></ul></ul><ul><ul><li>Primary Keywords </li></ul></ul><ul><ul><li>Secondary Keywords </li></ul></ul>
    14. 14. #9 Make SEO content creation super-simple for writers. <ul><ul><li>Category Map </li></ul></ul><ul><ul><li>Hot Topic </li></ul></ul><ul><ul><li>Primary Keywords </li></ul></ul><ul><ul><li>Secondary Keywords </li></ul></ul>
    15. 15. Also make scoring content for SEO strength easy for all your writers.
    16. 16. #10 Time stamp the date you publish content so you can track the ROI and impact.
    17. 17. The 5 Essentials of Quality Content
    18. 18. #1 Great content connects with readers and keeps them coming back for more.
    19. 19. #2 Great content tells a story that gets passed on and on and on.
    20. 20. #3 Great content is written by great writers with great characteristics. <ul><ul><li>Curiosity </li></ul></ul><ul><ul><li>Passionate Voice </li></ul></ul><ul><ul><li>Well Traversed </li></ul></ul><ul><ul><li>Make Meaning </li></ul></ul><ul><ul><li>Keep it Simple </li></ul></ul><ul><ul><li>Less is More </li></ul></ul><ul><ul><li>Short and Sweet </li></ul></ul><ul><ul><li>Fresh Insight </li></ul></ul><ul><ul><li>Results Driven </li></ul></ul><ul><ul><li>Inquisitive </li></ul></ul><ul><ul><li>Storytellers </li></ul></ul><ul><ul><li>Journalists </li></ul></ul><ul><ul><li>Researchers </li></ul></ul><ul><ul><li>Socratic </li></ul></ul><ul><ul><li>Optimizers </li></ul></ul><ul><ul><li>Knowledge Seekers </li></ul></ul><ul><ul><li>Wordsmiths </li></ul></ul><ul><ul><li>Deep Diggers </li></ul></ul><ul><ul><li>Big Picture Thinkers </li></ul></ul>
    21. 21. #4 Great content is created by writers that listen to customers wants and needs. <ul><ul><li>Listen Up </li></ul></ul><ul><ul><li>Search Box </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Web Analytics </li></ul></ul><ul><ul><li>Keyword Popularity </li></ul></ul><ul><ul><li>Customer Service </li></ul></ul><ul><ul><li>Questionnaires </li></ul></ul>
    22. 22. #5 Great content achieves great results in a variety of ways.
    23. 23. 7 Methods for Performance Measurement
    24. 24. #1 Track improved monthly listing positions.
    25. 25. Also track improved monthly listing positions by keyword silos.
    26. 26. #2 Track increased traffic.
    27. 27. Also track increased traffic by keyword silo.
    28. 28. #3 Track repeat visitation.
    29. 29. #4 Track increased time-on-site.
    30. 30. # 5 Track improved conversion rates.
    31. 31. #6 Track increased leads that download content.
    32. 32. #7 Track increased sales from the leads that interact with content assets.
    33. 33. “ The only marketing left is content marketing.” Seth Godin <ul><ul><li>Byron White, ideaLaunch </li></ul></ul><ul><ul><li>Chief Idea Officer </li></ul></ul><ul><ul><li>Twitter: @ByronWhite </li></ul></ul><ul><ul><li>Byron[at]ideaLaunch.com </li></ul></ul><ul><ul><li>Phone: 617-227-8800 x 201 </li></ul></ul>Free Book Download: ideaLaunch.com/101
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×