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Understanding the ROI of Content Development and Marketing
Understanding the ROI of Content Development and Marketing
Understanding the ROI of Content Development and Marketing
Understanding the ROI of Content Development and Marketing
Understanding the ROI of Content Development and Marketing
Understanding the ROI of Content Development and Marketing
Understanding the ROI of Content Development and Marketing
Understanding the ROI of Content Development and Marketing
Understanding the ROI of Content Development and Marketing
Understanding the ROI of Content Development and Marketing
Understanding the ROI of Content Development and Marketing
Understanding the ROI of Content Development and Marketing
Understanding the ROI of Content Development and Marketing
Understanding the ROI of Content Development and Marketing
Understanding the ROI of Content Development and Marketing
Understanding the ROI of Content Development and Marketing
Understanding the ROI of Content Development and Marketing
Understanding the ROI of Content Development and Marketing
Understanding the ROI of Content Development and Marketing
Understanding the ROI of Content Development and Marketing
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Understanding the ROI of Content Development and Marketing

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Engaging customers and prospects is no longer a single channel, one-way communication. Marketers must engage more deeply and communicate in multiple ways. Content marketing provides materials that …

Engaging customers and prospects is no longer a single channel, one-way communication. Marketers must engage more deeply and communicate in multiple ways. Content marketing provides materials that target customers and make them stop, think and behave differently through delivering high quality relevant and valuable information with the goal of driving profitable customer action. Producing consistent and useful content is a competitive strategy to outpace your competition. However, simply engaging is no longer enough. Marketers must be able to track and measure the quantitative impact of their efforts, clearly demonstrating the link between their programs and business results. The failure of many marketing campaigns is not related to a lack of effort or creativity – it often relates to a lack of structured analytical thinking about the purpose and objectives.
Attend this session and learn how to:
Identify business objectives: Why does the campaign exist? What is its ultimate business purpose?
Define measurable goals for content
Define goals for each objective: What are the specific things the campaign must do accomplish the business objectives?
Define key performance indicators (KPI) for each goal: What metrics will be used to measure progress toward each goal?
Define thresholds for success and failure: What are the target values for each KPI?
Understand the content lifecycle and what is required to scale and optimize the right content to the right channel and measuring impact.
Focus on strategies that allow more effective connections with various stakeholders across a number of social channels, drive conversations, and influence customers.

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  • Understanding the ROI of Content Development and Marketing Engaging customers and prospects is no longer a single channel, one-way communication. Marketers must engage more deeply and communicate in multiple ways. Content marketing provides materials that target customers and make them stop, think and behave differently through delivering high quality relevant and valuable information with the goal of driving profitable customer action. Producing consistent and useful content is a competitive strategy to outpace your competition. However, simply engaging is no longer enough. Marketers must be able to track and measure the quantitative impact of their efforts, clearly demonstrating the link between their programs and business results. T he failure of many marketing campaigns is not related to a lack of effort or creativity – it often relates to a lack of structured analytical thinking about the purpose and objectives. Attend this session and learn how to:Identify business objectives: Why does the campaign exist? What is its ultimate business purpose?Define measurable goals for contentDefine goals for each objective: What are the specific things the campaign must do accomplish the business objectives?Define key performance indicators (KPI) for each goal: What metrics will be used to measure progress toward each goal?Define thresholds for success and failure: What are the target values for each KPI?Understand the content lifecycle and what is required to scale and optimize the right content to the right channel and measuring impact.Focus on strategies that allow more effective connections with various stakeholders across a number of social channels, drive conversations, and influence customers.
  • Transcript

    • 1. Understanding the ROI of ContentDevelopment and MarketingThomas Robbins, Chief Evangelist, Kentico CMS
    • 2. Who are we?Kentico CMS is one of themost powerful CustomerExperience ManagementSystems and ContentManagement Systems onthe planet. With over15,000 web sites in 87countries it is used foreverything from simple websites to complexapplications.Kentico CMS is easy toinstall, simple to manageand reliable.
    • 3. What’s the problem with marketing today? Who wouldn’t agree? Source ForresterThe number and variety of touch points or channels thatbuyers interact with sellers has grown exponentially inthe last few years
    • 4. Welcome to Content Marketing…Content marketing is an umbrella termencompassing all marketing formats thatinvolve the creation and sharing ofcontent in order to attract, acquire andengage clearly defined and understoodcurrent and potential consumer baseswith the objective of driving profitablecustomer action. Content marketingsubscribes to the notion that delivering Source: Wikipediainformation to prospects and customers
    • 5. B2B Marketers Report …. 91% Report they use content marketing but… Only 36% believe their content marketing is effective• 79% use content marketing for brand awareness• 71% use content marketing for lead generation• 54% plan to increase spending on content marketing• 33% of marketing budgets are dedicated to content marketing• 44% outsource content marketing• 59% tailor content to the profile of a decision maker• 64% are challenged to produce enough content• 52% are challenged to product content that engages• 87% use social media to distribute content• 77% use blogs as part of content marketing• 55% believe e-books are effective• 83% use LinkedIn to distribute content• 80% use Twitter to distribute content• 80% use Facebook to distribute content• 39% use Google+ to distribute content• 23% use Slideshare to distribute content Source: 2012 Content marketing Institute and Marketinprofs B2B Survey
    • 6. Corporate objectives of content marketing Recognized as an • Strong and relevant content enhances the position of your company and shows that you are innovative expert and aware of the latest trends. Maintain existing • Providing content at predictable and regular intervals encourages customers to keep in touch customers with your band. • Great content demands sharing and relevantGrow your business content arouses the interest of new prospects and makes them investigate your brand. Increase social • Great content guarantees that your company has a wider reach on social media. media reach
    • 7. Content marketing is…. Social Media Sales Content SEO Process Marketing Customer Engagements
    • 8. Organizational Elements• Who is the editor-in chief?This person is responsible for the rhythms and execution of contentmarketing.• Who creates the content?With agency involvement people often forget who will actually createthe content.• What is the planning process?Make planning clear, practical and iterative.• Have you considered context?They better you are at managing context, the greater your impact yourcontext will have.• Who owns influential engagements?Sharing content on a wider scale means your should leverage industryinfluentials.
    • 9. Understand your sales process Content Establish relationship Content Content Deliver and evaluate Sales Need recognition Process Content Model Content Close the Formulate sale solution
    • 10. Getting ready for Content Marketing• Understand your customers’ journey – What channels are customers using for research? – What channels are customers using for purchase? – How does the experience in one channel affect the behavior of another? Content marketing is always a relevant conversation!
    • 11. The Content Lifecycle Planning • Planning – Defining topics and target audience • Creation – creating target content • Approval – Approval phaseOptimization Creation • Publishing – Making content available to key customer Optimized channels Content • Measurement – Measuring the Marketing success of the published content • Optimization – Measuring andMeasurement Approval optimizing published content against defined goals and feeding that back into the next wave of content. Publishing
    • 12. Content lifecycle - PlanningActivities Best Practices• Understanding your • Perform a content analysis audience (Persona) • Avoid areas that you are unique and there is little demand• Content conversion strategy • Limit competitive collateral• Define a sales ready lead • Focus content on where you can make a difference• Topic selection • Map content conversion touch• Editorial content planning points • Look at organic content growth • Define themes, publishing frequency, campaigns and scoring rules
    • 13. Content lifecycle - CreationActivities Best Practice• Define content formats • Make sure all content is• Create shareable content available in digital format for sharing and tracking • Enable share buttons on your content – Make is as easy as possible for people to share • Develop different layers of content – Short – less than a paragraph – Long – more than a page – Video and audio
    • 14. The Sticky Content Criteria • Simplicity – A single idea is often enough. The more arguments and choices you give the harder it is to share. • Surprise – Any message must attract and hold the attention of the consumer in an innovative and intuitive way • Concrete – Formulate exactly what you say as clearly as possible. • Credible - Using research or experts makes your message seem credible. • Emotional – Let your consumers feel what you are trying to say • Stories – Everybody remembers a good story
    • 15. Content lifecycle - ApprovalActivities Best Practices• Make it strategic • Finalize business objectives• Business approval process • Define business process
    • 16. Content lifecycle - PublishingActivities Best Practices• Content placement in • Listen to the reactions of your content channels – What’s the reach of content sharing? – What’s the sentiment? – What’s the impact? • Facilitate as a brand – Go beyond a sharing button – Help your community to share your content • Participate – Be part of the conversation – Responsive to questions – Open and professional
    • 17. Content lifecycle - MeasurementActivities Best Practices • Use KPIs with a direct impact on the• Measure using relevant business objectives of your company KPI’s – – Financial Lead generation – Combination of business • Use KPIs with direct impact on the generation and conversion marketing objectives of your company – Increase brand identification and affinity measures • Use KPIs related to conversations – Audience engagement – Conversations are the driver of decision making and business growth – Content conversion – Measure the number of conversations, the sentiment of conversations and then – Influencer engagement impact of conversations
    • 18. Measuring Effectiveness: Minimum tracking• Unique visitors – Number of individuals who visit your website – Best indication of sites overall traffic• Page views – Cumulative number of individual pages that a visitors click on – If page views are higher than unique visitors may indicate engaging content• Search engine traffic – Amount of traffic referred via search engines – Indicates effectiveness at optimizing content• Bounce rate – Percentage of visitors who come to your site and then leave before clicking on another page – Industry bounce rate of less than 40% is good – aim to do better!• Conversion rate – Percentage of visitors to your site that take a specific action – Industry averages around 2% - aim to do better!• Inbound links – The number of external links to a site – The more high quality links you have the better!
    • 19. Content lifecycle - OptimizationActivities Best practices• A/B, MVT Testing • Review data to better match the right communication to the right• Channel optimization customers • Review and produce content based on keyword phrases that are driving your organic search traffic and conversions • Continually review lead scoring and criteria to provide the most accurate score possible. • Re-imagine content in different forms (blog posts and videos as an example) • Be brutal about shutting down channels that aren’t performing
    • 20. Questions Thanks! Stop by and see Kentico CMS to receive 1. Getting started with Content Marketing Guide 2. Content Marketing Quick Start Guide Thomas Robbins, Kentico CMS Chief EvangelistQuestions/Contact me:e-mail: thomasr@kentico.comtwitter: @trobbinsblog: http://devnet.kentico.com/Blogs/Thomas-Robbins.aspx

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