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Evaluating Content Effectiveness and Optimizing for Engagement
Evaluating Content Effectiveness and Optimizing for Engagement
Evaluating Content Effectiveness and Optimizing for Engagement
Evaluating Content Effectiveness and Optimizing for Engagement
Evaluating Content Effectiveness and Optimizing for Engagement
Evaluating Content Effectiveness and Optimizing for Engagement
Evaluating Content Effectiveness and Optimizing for Engagement
Evaluating Content Effectiveness and Optimizing for Engagement
Evaluating Content Effectiveness and Optimizing for Engagement
Evaluating Content Effectiveness and Optimizing for Engagement
Evaluating Content Effectiveness and Optimizing for Engagement
Evaluating Content Effectiveness and Optimizing for Engagement
Evaluating Content Effectiveness and Optimizing for Engagement
Evaluating Content Effectiveness and Optimizing for Engagement
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Evaluating Content Effectiveness and Optimizing for Engagement

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  • 1. "Evaluating Content Effectiveness and Optimizing for Engagement"
    Soren Ryherd
    President & Co-Founder
    Working Planet Marketing Group
  • 2. Marketing’s Purpose
    The purpose of marketing is to contribute to the success of the company
    “Company Success” is measured by profitability
  • 3. Connecting the Dots to Profitability
  • 4. How to Evaluate Content Effectiveness
    • Identify Key Performance Indicators based on business metrics
    • 5. Specify role content plays in driving KPIs
    • 6. Baseline performance
    • 7. Test to improve KPIs
  • KPIs  - Having the right metrics for your business model
    • KPIs are business specific
    • 8. If there is no direct relationship to profitability, it is not a KPI
    Examples:
    Advertising Revenue Model:
    KPIs: Impressions Per Visitor, Time On Site, Page-Views Per Visitor
    B2B Inside Sales Model:
    KPIs: Cost-Per-Acquisition, Percent of Projected Revenue, Cost-Per-Qualified Lead
    SaaS Model:
    KPIs: Months-to-Break-Even, Percent of Projected Lifetime Value, Cost-Per-Signup
  • 9. Creating Feedback Loops
    Graphic property of Mongoose Metrics, who we highly recommend
  • 10. Optimizing for Continuous Improvement
  • 11. Cross-Channel Effects
    People engage in
    multiple brand touch points
    The trick is to assess
    the impact to determine
    value
  • 12. Cross-Channel Effects
  • 13. Understanding User Needs for Engagement
    Don’t Design the Funnel
    Segment the Audience
    Support Personality Profiles
  • 14. Understanding User Needs for Engagement
    Three Paths to Successful Content Testing:
    Structure – Are call to actions clear?
    Messaging – Are we leading with what is important to the user?
    Credibility – Are we reinforcing that this is a safe path?
  • 15. Case study – Landing page improvement and assessment
  • 16. Case study – Landing page improvement and assessment
     
    Results: 40% Lift in
    Family Registrations
     
    Testing Tech: Google Website Optimizer
    www.google.com/websiteoptimizer
    Best Homepage Test Award
  • 17. Q&A
    Thank you
    Soren Ryherd
    soren@workingplanet.com
    Working Planet Marketing Group
    131 Wayland Avenue
    Providence, RI 02906
    401-709-3123
    www.WorkingPlanet.com
    sorenryherd

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