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How content marketing is driving measurable business success

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Slide deck of my session at #DBS2017, October 2017, Barcelona.

- The rise of data scientist and hybrid marketer
- Embracing content marketing to drive measurable business results that impact the bottom line
- What to measure: How to gain actionable insights
- Having a better understanding of content efforts to reach new audiences, drive business, and become a more cost-effective marketing channel

Published in: Marketing
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How content marketing is driving measurable business success

  1. 1. Giuseppe Caltabiano, Content Marketing Speaker & Author, Head of Content Marketing Advisory Services Back to basics: How content marketing is driving measurable business success @giusec • contentacrossborders.com
  2. 2. The speaker @giusec • contentacrossborders.com @giusec contentacrossborders.com
  3. 3. Two sections of this presentation @giusec • contentacrossborders.com Data Science and the rise of the Data Scientist How to calculate content/digital marketing performances
  4. 4. Inside views (= practical recommendations) @giusec • contentacrossborders.com
  5. 5. 1 Data Science and the rise of the Data Scientist @giusec • contentacrossborders.com
  6. 6. The data deadlock @giusec • contentacrossborders.com
  7. 7. The sexiest job (HBR, 2012) @giusec • contentacrossborders.com
  8. 8. @giusec • contentacrossborders.com “Being a data scientist is not only about data crunching. It’s about understanding the business challenge, creating some valuable actionable insights to the data, and communicating their findings to the business.” Jean-Paul Isson, Monster Worldwide, Inc.
  9. 9. “Data Skill Gap”: 1780 articles in 2016 alone @giusec • contentacrossborders.com
  10. 10. The skill gap is increasing in 2017 @giusec • contentacrossborders.com
  11. 11. Monstrous problem or mythical beast? @giusec • contentacrossborders.com 13% 23% 31% 65% 72% SEO Design Web Dev Social Media Data Science The most desired skills in mktg
  12. 12. Marketers are intimidated… @giusec • contentacrossborders.com
  13. 13. Two implications @giusec • contentacrossborders.com Any professional in the internet world from SEO to content marketer can give themselves an edge by strengthening their data capabilities. For brands and agencies: the ability to manage successful programs will require strong data analysis human and technological capabilities.
  14. 14. “I mean a marketer who doesn’t leave executional knowledge to others – but is wired to seek continually to acquire it. I mean a marketer who doesn’t stick to one specialism but seeks to acquire a working knowledge of any that might be relevant.” The rise of the Hybrid Marketer @giusec • contentacrossborders.com
  15. 15. 2 Calculating Content Marketing Performances @giusec • contentacrossborders.com
  16. 16. @giusec • contentacrossborders.com It is $0 unless… it builds an AUDIENCE What is the value of Content?
  17. 17. @giusec • contentacrossborders.com It is $0 unless… it builds an AUDIENCE What is the value of Content?
  18. 18. @ g i u s e c • # C M W o r l d Hubspot acquired Agency Post It is $0 unless… it builds an AUDIENCE What is the value of Content?
  19. 19. @giusec • Contentacrossborders.com Arrow Electronics acquires United Technical Publishing – 16 magazines, 1m subscribers It is $0 unless… it builds an AUDIENCE What is the value of Content?
  20. 20. TEAM – one way to measure content performance @giusec • contentacrossborders.com Measuring and optimizing for highest- quality traffic Attracting more of the right traffic Driving the desired behaviors Correlating against real business outcomes TRAFFIC ENGAGEMENT ACTION MONETIZATION
  21. 21. @giusec • contentacrossborders.com
  22. 22. Examples of User Journey .com page Google Search Content Hub Social Media Content Hub .com page .com page Content Hub
  23. 23. Traffic Common KPIs @giusec • contentacrossborders.com Attracting more of the right traffic TRAFFIC Page Views Audience Demographics Page views by channel New visitors Traffic share by desktop/mobile Traffic share by geographies Unbranded organic search traffic Social followers Organic search share of voice Google Analytics Paid campaign parameters
  24. 24. Examples: tracking page views @giusec • contentacrossborders.com Big Rock launch Big Rock launch Content promotion NewsLetter + Paid Search pilot Content promotion Content promotion
  25. 25. Measuring how content impact business @giusec • contentacrossborders.com
  26. 26. Engagement common KPIs @giusec • contentacrossborders.com Measuring and optimizing for highest- quality traffic ENGAGEMENT Returning visitors Increase time on page Lower bounce rate Increase time on product pages Social likes/ engagement Multiple stories per session Google Analytics Third-party tools
  27. 27. Action-focused common KPIs @giusec • contentacrossborders.com Driving the desired behaviors ACTION Newsletter opt-ins Blog signups Outbound clicks to .com on content pages Clicks on contact us Big Rock downloads Chart check outs … and many others… Google Analytics Marketing Automation tools (Marketo, Eloqua, Pardot, etc.)
  28. 28. Example: action-focused KPIs @giusec • contentacrossborders.com
  29. 29. Monetization KPIs @giusec • contentacrossborders.com Correlating against real business outcomes MONETIZATION MQL SQL Meetings Marketing influenced opportunities Marketing influenced revenue % Repeat purchases Marketing Automation tools CRM tools
  30. 30. Example: monetization KPIs @giusec • contentacrossborders.com
  31. 31. Example: monetisation KPIs @giusec • contentacrossborders.com
  32. 32. Buyer Journey and Content Mapping @giusec • contentacrossborders.com
  33. 33. Traffic Common KPIs @giusec • contentacrossborders.com Page Views Audience Demographics Page views by channel New visitors Traffic share by desktop/mobile Traffic share by geographies Unbranded organic search traffic Social followers Organic search share of voice Returning visitors Increase time on page Lower bounce rate Increase time on product pages Social likes/ engagement Multiple stories per session Newsletter opt-ins Blog signups Outbound clicks to .com on content pages Clicks on contact us Big Rock downloads Chart check outs MQL SQL Meetings Marketing influenced opportunities Marketing influenced revenue % Repeat purchases AWARENESS EVALUATION PURCHASE RETENTION
  34. 34. KPIs by Stage of the Buyer Journey @giusec • contentacrossborders.com Page Views Audience Demographics Page views by channel New visitors Traffic share by desktop/mobile Traffic share by geographies Unbranded organic search traffic Social followers Organic search share of voice Returning visitors Increase time on page Lower bounce rate Increase time on product pages Social likes/ engagement Multiple stories per session Newsletter opt-ins Blog signups Clicks on contact us Big Rock downloads Chart check outs MQL SQL Marketing influenced opportunities Marketing influenced revenue % Repeat purchases AWARENESS EVALUATION PURCHASE RETENTION Increase time on page Lower bounce rate
  35. 35. KPIs by Stage of the Buyer Journey (B2B) @giusec • contentacrossborders.com Page Views New visitors Unbranded organic search traffic Returning visitors Lower bounce rate Social likes/ engagement Newsletter opt-ins MQL Marketing influenced opportunities AWARENESS EVALUATION PURCHASE RETENTION
  36. 36. KPIs by Stage of the Buyer Journey (B2C) @giusec • contentacrossborders.com Page Views New visitors Unbranded organic search traffic Returning visitors Lower bounce rate Social likes/ engagement Newsletter opt-ins Chart check outs % Repeat purchases AWARENESS EVALUATION PURCHASE RETENTION Increase time on product pages
  37. 37. What’s the ROI of your mother? @giusec • contentacrossborders.com
  38. 38. • The data skills gap • The rise of the data scientist / hybrid marketer • Content Marketing works and its performances can be calculated… • …most of the times Conclusions @giusec • contentacrossborders.com
  39. 39. References :: contentacrossborders.com @giusec • contentacrossborders.com

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