BrightTalk Content Marketing Summit

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How do you track the ROI of content assets you deploy on your website?

How do you create content to appeal to readers, search engines, and your boss the demands a measurable return on the investment?

Byron White and Carolyn McKibbin from ideaLaunch offer the answers you need to win the war of words on the web.

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  • Steve, make this big, the size of the black thing.
  • Steve, make this big, the size of the black thing.
  • Steve, make this big, the size of the black thing.
  • Steve, make this big, the size of the black thing.
  • Steve, I think this wants to be a mobile App that drives sales, like that shake and find a restraunt App from iPhone that helps people find restraunts by food type.
  • Steve, make this big, the size of the black thing.
  • Steve: Put these two questions in bubbles, and the Krauss Logo of the people stacked in a pyramid.
  • 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.
  • Show Trend Reports
  • Show WordVision Screen.
  • OK
  • OK
  • Wayne…Insert an Excel spreadsheet that shows one of our SEO plans for reference.
  • Wayne, maybe use one of these tools above and search for ideaLaunch and Junta 42 and then show two screens. Or just set up TweetDeck to monitor ideaLaunch and Junta42.
  • OK
  • Steve, show a picture of me in the hat. Show a press release of my speaking engagement at Search Engine Strategies in Chicago.
  • OK
  • Wayne-- Circle the Content Asset in the chart above for clarity,
  • 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?
  • Change Listing Positions to Inbound Links. And do a screen grab of the Yahoo Search Tool that shows inbound links for ideaLaunch and Junta42 or Walmart and Target.
  • Steve, We need to show the ideaLaunch WordVision Welcome Screen, then we need to show the ideaLaunch Trend Report sorted by Recent Trend, then we need to show another shot that would occur when we click on the yellow button on this page. So three screen grabs here. Wayne can help. Send him this description.
  • Change Listing Positions to Inbound Links. And do a screen grab of the Yahoo Search Tool that shows inbound links for ideaLaunch and Junta42 or Walmart and Target.
  • BrightTalk Content Marketing Summit

    1. 1. Content Marketing ROI Measurement <ul><ul><li>BrightTalk </li></ul></ul><ul><ul><li>January 20, 2010 </li></ul></ul><ul><ul><li>Byron White </li></ul></ul><ul><ul><li>Chief Idea Officer </li></ul></ul><ul><ul><li>Byron[@]ideaLaunch.com </li></ul></ul><ul><ul><li>Carolyn McKibbin </li></ul></ul><ul><ul><li>Director of Content Services </li></ul></ul><ul><ul><li>Carolyn[@]ideaLaunch.com </li></ul></ul>
    2. 2. How to track and measure content marketing ROI The content marketing revolution and revelation. The content marketing plan, SEO plan and content plan. Measuring the ROI of content marketing.
    3. 3. The Content Marketing Revolution and Revelation
    4. 4. It’s the art of listening to your 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>
    5. 5. And the science of delivering content in a compelling way. <ul><ul><li>Measurements </li></ul></ul><ul><ul><li>Books </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>eBooks </li></ul></ul><ul><ul><li>RSS Feeds </li></ul></ul><ul><ul><li>Printed Books </li></ul></ul><ul><ul><li>Web </li></ul></ul><ul><ul><li>Widgets </li></ul></ul>
    6. 6. It’s constantly testing campaigns to learn what works and what doesn’t. <ul><ul><li>Prediction Testing </li></ul></ul><ul><ul><li>A/B Testing </li></ul></ul><ul><ul><li>Multivariate Testing </li></ul></ul><ul><ul><li>Eye Track Testing </li></ul></ul><ul><ul><li>Segmentation Testing </li></ul></ul><ul><ul><li>Geo Target Testing </li></ul></ul><ul><ul><li>Usability Testing </li></ul></ul>
    7. 7. And measuring readers’ engagement and desire for more. <ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Downloads </li></ul></ul><ul><ul><li>Time on Page </li></ul></ul><ul><ul><li>Action on Page </li></ul></ul><ul><ul><li>Repeat Visitation </li></ul></ul><ul><ul><li>Send to Friend </li></ul></ul><ul><ul><li>Social Bookmark </li></ul></ul>
    8. 8. It’s catching readers orbiting at high speeds at the right time and place. <ul><ul><li>Anytime Content </li></ul></ul><ul><ul><li>Applet </li></ul></ul><ul><ul><li>Desktop </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>RSS Feeds </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul>
    9. 9. And engaging them with content on websites, gadgets and apps. <ul><ul><li>iPhone Apps </li></ul></ul><ul><ul><li>Urban Spoon </li></ul></ul><ul><ul><li>Amazon Kindle </li></ul></ul><ul><ul><li>Sirius XM </li></ul></ul><ul><ul><li>SalesForce.com </li></ul></ul><ul><ul><li>Flixter </li></ul></ul><ul><ul><li>Fandango </li></ul></ul>
    10. 10. It’s developing a content pipeline to educate, earn trust and drive sales. <ul><ul><li>New Sales Pipeline </li></ul></ul><ul><ul><li>Offer Content </li></ul></ul><ul><ul><li>Accumulate Leads </li></ul></ul><ul><ul><li>Score Leads </li></ul></ul><ul><ul><li>Distribute Leads </li></ul></ul><ul><ul><li>Induce Trial </li></ul></ul><ul><ul><li>Score New Activity </li></ul></ul><ul><ul><li>Measure Success </li></ul></ul>
    11. 11. And scoring content engagement to find out who’s most likely to buy. <ul><ul><li>SalesForce Scoring </li></ul></ul><ul><ul><li>Free Tool Interaction </li></ul></ul><ul><ul><li>Content Downloads </li></ul></ul><ul><ul><li>Proposal Downloads </li></ul></ul><ul><ul><li>Newsletter Sign Ups </li></ul></ul><ul><ul><li>Widget Interaction </li></ul></ul><ul><ul><li>Customer Logon </li></ul></ul>
    12. 12. The Content Plan and SEO Plan
    13. 13. The content marketing plan becomes the nerve center for ROI measurement. <ul><ul><li>Table of Contents </li></ul></ul><ul><ul><li>Scope of Project </li></ul></ul><ul><ul><li>Competitive Research </li></ul></ul><ul><ul><li>Customer Research </li></ul></ul><ul><ul><li>Keyword Research </li></ul></ul><ul><ul><li>SEO Plan </li></ul></ul><ul><ul><li>Content Plan </li></ul></ul><ul><ul><li>Performance Plan </li></ul></ul>
    14. 14. Start by researching the competition with the free research tools. <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>
    15. 15. Competitive intelligence helps pinpoint strength, weakness and opportunity. 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
    16. 16. Find the opportunity to capture organic mind share and market share.
    17. 17. <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><ul><ul><li>Search Market Share </li></ul></ul>Create an SEO Plan that balances reader interest with search engine appeal.
    18. 18. Use technology to find the hot topics and keywords for SEO.
    19. 19. Build a large keyword universe to measure performance and ROI. <ul><ul><li>Keyword Universe </li></ul></ul><ul><ul><li>10,000 Keywords </li></ul></ul><ul><ul><li>Long Tail </li></ul></ul><ul><ul><li>Short Tail </li></ul></ul><ul><ul><li>High PPC Price </li></ul></ul><ul><ul><li>High Search Volume </li></ul></ul><ul><ul><li>Recent Up Trends </li></ul></ul><ul><ul><li>Recent Down Trends </li></ul></ul><ul><ul><li>Market Share +-= </li></ul></ul>
    20. 20. Select “golden” keywords for optimization, SEO 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>
    21. 21. Create category maps featuring primary and secondary SEO keywords. <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>
    22. 22. Create a Content Plan with the right mix of content assets. <ul><ul><li>Content Assets </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>
    23. 23. Find the hot topics for your content plan for readers and then the bots. <ul><ul><li>Content Plan </li></ul></ul><ul><ul><li>Search Box </li></ul></ul><ul><ul><li>Customer Service </li></ul></ul><ul><ul><li>FAQ Popularity </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Customer Surveys </li></ul></ul><ul><ul><li>Site Analytics </li></ul></ul><ul><ul><li>Brand Language </li></ul></ul>
    24. 24. 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>
    25. 25. Make scoring content for SEO strength easy for all your writers.
    26. 26. Infuse your brand with the content you publish regularly. <ul><ul><li>Authority Assets </li></ul></ul><ul><ul><li>Speaking Events </li></ul></ul><ul><ul><li>White Papers </li></ul></ul><ul><ul><li>Webinars </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Books </li></ul></ul><ul><ul><li>Online Courses </li></ul></ul><ul><ul><li>Informational Guides </li></ul></ul><ul><ul><li>Press Releases </li></ul></ul>
    27. 27. Time stamp publishing dates of content for impact and ROI tracking.
    28. 28. Return on Investment Tracking and Measurement
    29. 29. You can measure ROI in a variety of ways.
    30. 30. Tracking deployment dates of content assets is key for measuring ROI.
    31. 31. Track improved monthly listing positions for content optimization ROI.
    32. 32. Track increased traffic for search performance ROI.
    33. 33. Track repeat visitation for content engagement ROI.
    34. 34. Track increased time-on-site for content stickiness ROI.
    35. 35. Track improved conversion rates for content testing ROI.
    36. 36. Track increased leads from content interaction ROI.
    37. 37. Track increased sales from those leads for actual ROI.
    38. 38. Track decreased user acquisition cost for actual ROI.
    39. 39. What competitive intelligence does SpyFu offer? Bonus 101 Content Marketing Tips Book
    40. 40. ideaLaunch.com/content-marketing-resources Download a PDF version of the 101 Content Marketing Tips book for free!
    41. 41. “ Demand and track a measurable return on your investment in content marketing.” <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><ul><ul><li>Carolyn McKibbin </li></ul></ul><ul><ul><li>Director of Content Services </li></ul></ul><ul><ul><li>Carolyn [at] ideaLaunch.com </li></ul></ul><ul><ul><li>Phone: 617-227-8800 x 204 </li></ul></ul>Let’s Talk.

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