SlideShare a Scribd company logo
1 of 230
Download to read offline
How to Calculate
Content Marketing ROI
Despite a huge surge in
adoption of content marketing,
measuring the business impact
of content is complicated.
HOW DO I CALCULATE
CONTENT MARKETING ROI?
Is the most common question we hear
from marketers struggling to build their
own business case internally.
“
”
Many are plagued by their inability to measure
the effectiveness of their content initiatives...
but they’re measuring too narrowly...
and vanity metrics such as “likes” and “views”
aren’t enough on their own merit.
Marketers need to be able to measure
things that have a quantifiable value that
they can take to the bank.
In this guide, we’ll map out how to
calculate the impact of content across the business
and the recommended metrics to benchmark your
content initiatives.
TABLE OF CONTENTS
BUILD THE BUSINESS CASE
FIND THE BUDGET
MEASURE THE BUSINESS CASE
BRAND AWARENESS
BRAND HEALTH
CONVERSIONS YOU NEVER WOULD HAVE REACHED
PART 1
BUILD THE BUSINESS CASE
All marketing spend should be tied to
quantifiable results the sales team and
executives can understand.
Knowing the costs and
ROI of other marketing
departments will also
help benchmark your content
marketing program and see
how to stack up
in comparison.
If you’re not sure what metrics to ask for, here are
some to get you started:
Conversion rate
Average deal size
Marketing-generated pipeline
Marketing-generated opportunities
Marketing-generated deals
Marketing-generated revenue
Average cost per lead
Customer acquisition cost
Marketing % of customer acquisition cost
Time to payback customer acquisition cost
Cost per registration (content or events)
Cost per sale
PART 2
FIND THE BUDGET
Sometimes it can be difficult for companies
to carve out sufficient budget to fund new content
marketing programs.
But we can find this budget if
we look in the right places.
But we can find this budget if
we look in the right places.
(which is probably not here)
First, we need to have a solid understanding
of your organization’s current content costs
and utilization.
Every organization creates content,
so start with calculating those content costs.
STEP 1
CONDUCT AN AUDIT FOR A SAMPLE OF THE
CONTENT YOUR ORGANIZATION PRODUCES
CONDUCT AN AUDIT FOR A SAMPLE OF THE
CONTENT YOUR ORGANIZATION PRODUCES
STEP 1
APPLY THE AVERAGE COSTS IN ORDER TO GAIN
A SENSE FOR THE SIZE OF THE PROBLEM
STEP 2
Next, we need to understand how much
of your content actually gets used.
60-70%
OF CONTENT GOES
COMPLETELY UNUSED
ON AVERAGE,
REMEMBER, CONTENT
THAT GETS CREATED,
BUT NEVER USED IS
WASTE.
100%
(That’s a lot of waste)
How much your
organization is
wasting on
unused content
Amount that
gets used
Current content
production costs
A planned content marketing strategy would provide a
platform to share, reuse and repurpose that unused
content in order to grow brand awareness, improve
brand health and drive conversions.
Next, we need to look at opportunity costs
from under-performing digital assets
We know customers are
tuning out advertising…
The average click-through rate of display ads is 0.1%.
(DoubleClick).1%
8% Only 8% of internet users account for 85% of clicks
on display ads (and some aren’t even humans!)
(comScore)
50% About 50% of clicks on mobile ads are accidental
(GoldSpot)
In fact, you’re more likely to be struck by
lightening than click a banner ad.
Source: Business Insider, 2011
Asking for a small percentage of a larger advertising
budget for short-lived campaigns is a good place to
start looking for budget donations.
Finally, approach budgeted teams
with a partnership opportunity.
There was a team at SAP that had an enormous budget for
advertising campaign landing pages. Those pages typically
saw a 99.9% bounce rate, and any traffic that went there
was paid. I asked for a small percentage of that budget with
the promise of driving organic traffic to the site. It was a win-
win for the both of us.
”
“
-  Michael Brenner –
Head of Strategy, NewsCred
Former VP of Content and Marketing Strategy, SAP
PART 3
MEASURE THE BUSINESS CASE
BRAND AWARENESS BRAND HEALTH CONVERSIONS
PART 3
WE CAN DO THIS A FEW DIFFERENT WAYS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
MEASURE THE BUSINESS CASE
BRAND AWARENESS BRAND HEALTH CONVERSIONS
BRAND AWARENESS
BUSINESS CASE
1
In other words, how many of your
early-stage prospects are finding their way
to your company website?
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Search traffic your site receives from
paid search advertisements versus traffic
due to a high organic search ranking.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
WHAT TO MEASURE
PAID VS. ORGANIC
SEARCH TRAFFIC
UNBRANDED ORGANIC
SEARCH TRAFFIC
ORGANIC SEARCH
SHARE OF VOICE
Search traffic your site receives from
keywords that never mention your brand
name or products.
The percentage of online conversations
in your space that include your brand.
Search traffic your site receives from
keywords that never mention your brand
name or products.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
WHAT TO MEASURE
PAID VS. ORGANIC
SEARCH TRAFFIC
UNBRANDED ORGANIC
SEARCH TRAFFIC
ORGANIC SEARCH
SHARE OF VOICE
The percentage of online conversations
in your space that include your brand.
Search traffic your site receives from
paid search advertisements versus traffic
due to a high organic search ranking.
The percentage of online conversations
in your space that include your brand.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
WHAT TO MEASURE
PAID VS. ORGANIC
SEARCH TRAFFIC
UNBRANDED ORGANIC
SEARCH TRAFFIC
ORGANIC SEARCH
SHARE OF VOICE
Search traffic your site receives from
keywords that never mention your brand
name or products.
Search traffic your site receives from
paid search advertisements versus traffic
due to a high organic search ranking.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCULATE THE VALUE OF:
PAID VS. ORGANIC SEARCH TRAFFIC
Content marketing allows you to gain
additional reach, engagement and conversion
without having to pay for it.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Content marketing allows you to gain
additional reach, engagement and conversion
without having to pay for it.
You can literally earn your audience’s
attention vs. buying it.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Organic search traffic can be
calculated easily via Google Analytics.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
1  Go to Acquisition
2  Campaigns
3  Organic Keywords
You will then see the keywords
people have used to find your
website and the number of visits
and percentage of overall visits you
have received from each keyword.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
You will then see the keywords
people have used to find your
website and the number of visits
and percentage of overall visits you
have received from each keyword.
In this example, the site has received
359,953 visits from organic search
traffic, totaling 25% of overall traffic.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Next we want to see how much paid traffic we’re
receiving, which we can also find in Google Analytics’
‘Paid Keywords.’
In this example, let’s say we spend
$100,000 on paid search traffic for 1,078,779 visits.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Based on those numbers and percentages, we can calculate the value of that organic traffic.
In this example, let’s say we spend $100,000 on paid search traffic.
1,078,779 359,593
$100,000 X
CROSS MULTIPLY & DIVIDE TO FIND “X”
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Based on those numbers and percentages, we can calculate the value of that organic traffic.
In this example, let’s say we spend $100,000 on paid search traffic.
1,078,779 359,593
$100,000 X
CROSS MULTIPLY & DIVIDE TO FIND “X”
BRAND AWARENESS BRAND HEALTH CONVERSIONS
ALGEBRA DOES COME IN HANDY!
Based on those numbers and percentages, we can calculate the value of that organic traffic.
In this example, let’s say we spend $100,000 on paid search traffic.
1,078,779 359,593
$100,000 X
CROSS MULTIPLY & DIVIDE TO FIND “X”
BRAND AWARENESS BRAND HEALTH CONVERSIONS
ALGEBRA DOES COME IN HANDY!
PAID ORGANIC
TRAFFIC
PERCENTAGE 75% 25%
TOTAL TRAFFIC 1,078,779 359,593
COST/VALUE $100,000 $33,333
ORGANIC SEARCH TRAFFIC IS WORTH $33,333
BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCULATE THE VALUE OF:
UNBRANDED ORGANIC SEARCH TRAFFIC
Any visitor that searches your brand name
already knows where they want to go.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
X
Unbranded organic search traffic is important
to calculate because we want to know about
the people who didn’t know where they would
end up.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
?
They had a question or need, asked a search
engine for direction, and that interaction
brought them to you.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
X
X
 X
“The buyer journey is nothing
more than a series of questions that
must be answered.
- IDC -
”
BRAND AWARENESS BRAND HEALTH CONVERSIONS
To calculate unbranded organic search, we need to exclude your brand or products’
name from the search.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
To calculate unbranded organic search, we need to exclude your brand or products’
name from the search.
To do this, create an “Advanced Filter” that will exclude those branded keywords.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
To calculate unbranded organic search, we need to exclude your brand or products’
name from the search.
To do this, create an “Advanced Filter” that will exclude those branded keywords.
In this example, our brand and products contain the word “Raspberry.”
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Let’s say the results showed that now with
excluding branded keywords, your site’s organic
search traffic accounts for 269,694 visits,
or about 19% of total organic traffic.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Let’s say the results showed that now with excluding branded keywords, your site’s organic search
traffic accounts for 269,694 visits, or about 19% of total organic traffic.
We go back to our table to calculate the value of this traffic.
1,078,779 269,692
$100,000 X
CROSS MULTIPLY & DIVIDE TO FIND “X”
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Let’s say the results showed that now with excluding branded keywords, your site’s organic search
traffic accounts for 269,694 visits, or about 19% of total organic traffic.
We go back to our table to calculate the value of this traffic.
1,078,779 269,692
$100,000 X
CROSS MULTIPLY & DIVIDE TO FIND “X”
BRAND AWARENESS BRAND HEALTH CONVERSIONS
PAID ORGANIC
TRAFFIC
PERCENTAGE 75% 19%
TOTAL TRAFFIC 1,078,779 269,692
COST/VALUE $100,000 $24,100
ORGANIC UNBRANDED SEARCH TRAFFIC IS WORTH
$24,100
BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCUALTE THE VALUE OF:
ORGANIC SEARCH SHARE OF VOICE
This essentially measures how much your brand or product is talked about
compared to your competitors.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
COMPETITOR 2
COMPETITOR 3
COMPETITOR 1
This essentially measures how much your brand or product is talked about
compared to your competitors.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
COMPETITOR 2
COMPETITOR 3
COMPETITOR 1
YOU
First you want to choose a group of words
based around your brand’s product or service.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
When choosing your words, be sure to stay within a common theme.
In this example, we’ll use a dance brand.
Source: Moz, How to Calculate Share of Voice for Organic Search
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Keywords:
•  Dance Shoes
•  Dancing Shoes
•  Cheap Dance Shoes
•  Affordable Dance Shoes
•  Ballet Shoes
In general, it’s better for your
SEO strategy to focus on a specific topic.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Think narrow and deep,
instead of broad and shallow.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Next, choose your competition.
Who do you want to compare yourself against?
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Be sure to know what URLs you’re
wanting to track of your competitors.
Some may use off-branded URLs for
their content marketing efforts.
For example, ConAgra’s content
marketing is done on an off-brand
site, Forkful.
The site provides time-saving kitchen
tips and advice for cooking with kids.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Now record the rankings for each keyword you selected for yourself and your competitors.
If you do rank, record in what position.
(Note: You can rank more than once)
KEYWORD RANKING #1 RANKING #2 RANKING #3
DANCE SHOES 1 2 3
DANCING SHOES 2 3 4
CHEAP DANCE SHOES 2
AFFORDABLE DANCE SHOES 5
BALLET SHOES
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Now record the rankings for each keyword you selected for yourself and your competitors.
If you do rank, record in what position.
(Note: You can rank more than once)
KEYWORD RANKING #1 RANKING #2 RANKING #3
DANCE SHOES 1 2 3
DANCING SHOES 2 3 4
CHEAP DANCE SHOES 2
AFFORDABLE DANCE SHOES 5
BALLET SHOES
When doing this, keep in mind there is no point in looking at more than the top 10…
BRAND AWARENESS BRAND HEALTH CONVERSIONS
…because only 2% of users travel to
the 2nd page of Google.
Source: Eyetools Inc.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
2014 GOOGLE CLICK
THROUGH RATES
POSITION CTR
1 31.24
2 14.04
3 9.85
4 6.97
5 5.5
6 3.73
7 0
8 0
9 0
10 0
Source: Moz, Google Organic Click-Through Rates in 2014.
Now that you have your rankings, calculate your
share of voice for each keyword using the chart to
the left.
KEYWORD RANKING #1 RANKING #2 RANKING #3
DANCE SHOES 1 2 3
DANCING SHOES 2 3 4
CHEAP DANCE SHOES 2
AFFORDABLE DANCE SHOES 5
BALLET SHOES
BRAND AWARENESS BRAND HEALTH CONVERSIONS
2014 GOOGLE CLICK
THROUGH RATES
POSITION CTR
1 31.24
2 14.04
3 9.85
4 6.97
5 5.5
6 3.73
7 0
8 0
9 0
10 0
Source: Moz, Google Organic Click-Through Rates in 2014.
Now that you have your rankings, calculate your
share of voice for each keyword using the chart to
the left.
KEYWORD RANKING #1 RANKING #2 RANKING #3
DANCE SHOES 31.24 14.04 9.85
DANCING SHOES 14.04 9.85 6.97
CHEAP DANCE SHOES 14.04
AFFORDABLE DANCE SHOES 5.5
BALLET SHOES
BRAND AWARENESS BRAND HEALTH CONVERSIONS
If your rank more than once, simply add the click through rates
to find that keyword’s total share of voice.
KEYWORD RANKING #1 RANKING #2 RANKING #3 SOV
DANCE SHOES 31.24 14.04 9.85 55.13%
DANCING SHOES 14.04 9.85 6.97 30.86
CHEAP DANCE SHOES 14.04 14.04%
AFFORDABLE DANCE SHOES 5.5 5.5%
BALLET SHOES
55.13 + 30.86 + 14.04 + 5.5 + 0 / 5 = 26.38
BRAND AWARENESS BRAND HEALTH CONVERSIONS
To find your overall share of voice,
average the share of voice for all your keywords.
KEYWORD RANKING #1 RANKING #2 RANKING #3 SOV
DANCE SHOES 31.24 14.04 9.85 55.13%
DANCING SHOES 14.04 9.85 6.97 30.86
CHEAP DANCE SHOES 14.04 14.04%
AFFORDABLE DANCE SHOES 5.5 5.5%
BALLET SHOES
TOTAL SHARE OF VOICE 26.38%
55.13 + 30.86 + 14.04 + 5.5 + 0 / 5 = 26.38
BRAND AWARENESS BRAND HEALTH CONVERSIONS
If there’s a gap between your market share
and your share of voice, that means your competition
is wooing your prospects before you!
BRAND AWARENESS BRAND HEALTH CONVERSIONS
If you don’t want to go through the manual trouble, there are a few
tools that will help you calculate this:
QUICK SPROUT: Allows you to enter up to 3 competitor sites and get a
ranking on key scores for each
SEMRUSH: Offers free search analysis for your site and your competitors
BRAND AWARENESS BRAND HEALTH CONVERSIONS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
BRAND HEALTH
BUSINESS CASE
2
If you’re like most
brands, you probably
promote yourself too much.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
(and we tune you out)
BRAND AWARENESS BRAND HEALTH CONVERSIONS
David Beebe
Vice President of Global Creative + Content Marketing, Marriott International
Content marketing is like a first date.
If all you do is talk about yourself, there
won’t be a second date.
”
“
BRAND AWARENESS BRAND HEALTH CONVERSIONS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
LET PEOPLE GET TO…
1  KNOW YOUR BRAND
BRAND AWARENESS BRAND HEALTH CONVERSIONS
LET PEOPLE GET TO…
1  KNOW YOUR BRAND
2  LIKE YOUR BRAND
LET PEOPLE GET TO…
1  KNOW YOUR BRAND
2  LIKE YOUR BRAND
3  TRUST YOUR BRAND ENOUGH TO BUY FROM YOU
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Brand health measures how your
digital audience feels about you.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
The percentage of
visitors who enter your
site and then leave,
rather than continuing
to view other pages.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
WHAT TO MEASURE : ENGAGEMENT
TIME ON SITE BOUNCE RATE
The amount of time visitors
spend on your site.
REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS
The number of times
someone engages with
your brand.
Which content is resonating
most with your audience.
People giving your
brand exclusive access
to their inbox, opening
the opportunity for you
to market to them.
The percentage of
visitors who enter your
site and then leave,
rather than continuing
to view other pages.
WHAT TO MEASURE : ENGAGEMENT
TIME ON SITE BOUNCE RATE
The amount of time visitors
spend on your site.
REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS
The number of times
someone engages with
your brand.
Which content is resonating
most with your audience.
People giving your
brand exclusive access
to their inbox, opening
the opportunity for you
to market to them.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
The percentage of
visitors who enter your
site and then leave,
rather than continuing
to view other pages.
WHAT TO MEASURE : ENGAGEMENT
TIME ON SITE BOUNCE RATE
The amount of time visitors
spend on your site.
REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS
The number of times
someone engages with
your brand.
Which content is resonating
most with your audience.
People giving your
brand exclusive access
to their inbox, opening
the opportunity for you
to market to them.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
The percentage of
visitors who enter your
site and then leave,
rather than continuing
to view other pages.
WHAT TO MEASURE : ENGAGEMENT
TIME ON SITE BOUNCE RATE
The amount of time visitors
spend on your site.
REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS
The number of times
someone engages with
your brand.
Which content is resonating
most with your audience.
People giving your
brand exclusive access
to their inbox, opening
the opportunity for you
to market to them.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
The percentage of
visitors who enter your
site and then leave,
rather than continuing
to view other pages.
WHAT TO MEASURE : ENGAGEMENT
TIME ON SITE BOUNCE RATE
The amount of time visitors
spend on your site.
REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS
The number of times
someone engages with
your brand.
Which content is resonating
most with your audience.
People giving your
brand exclusive access
to their inbox, opening
the opportunity for you
to market to them.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
What “they” say about you.
WHAT TO MEASURE : AUDIENCE GROWTH
PAID VS. ORGANIC
SEARCH TRAFFIC
SOCIAL SHARES/
FOLLOWERS
SHARE OF VOICE/
OFFSITE SEO
Users who have subscribed to updates
on your brand’s social accounts.
Search traffic your site receives from
paid search advertisements versus traffic
due to a high organic search ranking.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
What “they” say about you.
WHAT TO MEASURE : AUDIENCE GROWTH
PAID VS. ORGANIC
SEARCH TRAFFIC
SOCIAL SHARES/
FOLLOWERS
SHARE OF VOICE/
OFFSITE SEO
Users who have subscribed to updates
on your brand’s social accounts.
Search traffic your site receives from
paid search advertisements versus traffic
due to a high organic search ranking.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
What “they” say about you.
WHAT TO MEASURE : AUDIENCE GROWTH
PAID VS. ORGANIC
SEARCH TRAFFIC
SOCIAL SHARES/
FOLLOWERS
SHARE OF VOICE/
OFFSITE SEO
Users who have subscribed to updates
on your brand’s social accounts.
Search traffic your site receives from
paid search advertisements versus traffic
due to a high organic search ranking.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCULATE THE VALUE OF:
TIME ON SITE
NOT ALL TIME ON SITE IS EQUAL.
TIMEONSITE
PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
AHIGH TIME ON SITE,
LOW NUMBER OF PAGE VIEWS
BHIGH TIME ON SITE,
HIGH NUMBER OF PAGE VIEWS
CLOW TIME ON SITE,
LOW NUMBER OF PAGE VIEWS
DLOW TIME ON SITE,
HIGH NUMBER OF PAGE VIEWS
NOT ALL TIME ON SITE IS EQUAL.
TIMEONSITE
PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
AHIGH TIME ON SITE,
LOW NUMBER OF PAGE VIEWS
BHIGH TIME ON SITE,
HIGH NUMBER OF PAGE VIEWS
CLOW TIME ON SITE,
LOW NUMBER OF PAGE VIEWS
DLOW TIME ON SITE,
HIGH NUMBER OF PAGE VIEWS
A. HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
THE GOOD THE BAD
GOOD INDICATOR FOR POOR INDICATOR FOR
May indicate a reading behavior pattern Lower number of page impressions may be
negative for advertising related websites
Source: Panalysis, How to Interpret Time on Site, 2015
Sites that require a lot of time to read
and understand the contents of the site.
(ie: A professional services company)
Sites that sell advertising
A. HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
THE GOOD THE BAD
GOOD INDICATOR FOR POOR INDICATOR FOR
May indicate a reading behavior pattern Lower number of page impressions may be
negative for advertising related websites
Source: Panalysis, How to Interpret Time on Site, 2015
Sites that require a lot of time to read
and understand the contents of the site.
(ie: A professional services company)
Sites that sell advertising
A. HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
THE GOOD THE BAD
GOOD INDICATOR FOR POOR INDICATOR FOR
May indicate a reading behavior pattern Lower number of page impressions may be
negative for advertising related websites
Source: Panalysis, How to Interpret Time on Site, 2015
Sites that require a lot of time to read
and understand the contents of the site.
(ie: A professional services company)
Sites that sell advertising
A. HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
THE GOOD THE BAD
GOOD INDICATOR FOR POOR INDICATOR FOR
May indicate a reading behavior pattern Lower number of page impressions may be
negative for advertising related websites
Source: Panalysis, How to Interpret Time on Site, 2015
Sites that require a lot of time to read
and understand the contents of the site.
(ie: A professional services company)
Sites that sell advertising
NOT ALL TIME ON SITE IS EQUAL.
TIMEONSITE
PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
AHIGH TIME ON SITE,
LOW NUMBER OF PAGE VIEWS
BHIGH TIME ON SITE,
HIGH NUMBER OF PAGE VIEWS
CLOW TIME ON SITE,
LOW NUMBER OF PAGE VIEWS
DLOW TIME ON SITE,
HIGH NUMBER OF PAGE VIEWS
B. HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
THE GOOD THE BAD
GOOD INDICATOR FOR POOR INDICATOR FOR
May indicate high level of interest and
involvement with your site
Could indicate user frustration difficulties
navigating your site to find what they’re
looking for
Source: Panalysis, How to Interpret Time on Site, 2015
Where a high level of involvement is a key
performance indicator (ie: advertising based sites
selling banners based on page impressions)
Where a site is for supporting visitors who should
be able to readily access information or perform a
task in a short period of time. (ie: Government and
self service websites such as online banking)
B. HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
THE GOOD THE BAD
GOOD INDICATOR FOR POOR INDICATOR FOR
May indicate high level of interest and
involvement with your site
Could indicate user frustration difficulties
navigating your site to find what they’re
looking for
Source: Panalysis, How to Interpret Time on Site, 2015
Where a high level of involvement is a key
performance indicator (ie: advertising based sites
selling banners based on page impressions)
Where a site is for supporting visitors who should
be able to readily access information or perform a
task in a short period of time. (ie: Government and
self service websites such as online banking)
B. HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
THE GOOD THE BAD
GOOD INDICATOR FOR POOR INDICATOR FOR
May indicate high level of interest and
involvement with your site
Could indicate user frustration difficulties
navigating your site to find what they’re
looking for
Source: Panalysis, How to Interpret Time on Site, 2015
Where a high level of involvement is a key
performance indicator (ie: advertising based sites
selling banners based on page impressions)
Where a site is for supporting visitors who should
be able to readily access information or perform a
task in a short period of time. (ie: Government and
self service websites such as online banking)
B. HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
THE GOOD THE BAD
GOOD INDICATOR FOR POOR INDICATOR FOR
May indicate high level of interest and
involvement with your site
Could indicate user frustration difficulties
navigating your site to find what they’re
looking for
Source: Panalysis, How to Interpret Time on Site, 2015
Where a high level of involvement is a key
performance indicator (ie: advertising based sites
selling banners based on page impressions)
Where a site is for supporting visitors who should
be able to readily access information or perform a
task in a short period of time. (ie: Government and
self service websites such as online banking)
NOT ALL TIME ON SITE IS EQUAL.
TIMEONSITE
PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
AHIGH TIME ON SITE,
LOW NUMBER OF PAGE VIEWS
BHIGH TIME ON SITE,
HIGH NUMBER OF PAGE VIEWS
CLOW TIME ON SITE,
LOW NUMBER OF PAGE VIEWS
DLOW TIME ON SITE,
HIGH NUMBER OF PAGE VIEWS
C. LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
THE GOOD THE BAD
GOOD INDICATOR FOR POOR INDICATOR FOR
For sites that only provide a simple response
or quick answers
Generally implies disinterest in the site
Source: Panalysis, How to Interpret Time on Site, 2015
Sites where visitors are seeking answers
(ie: directories)
In this case, repeat visitor behavior is a
crucial contributing factor.
Most websites
C. LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
THE GOOD THE BAD
GOOD INDICATOR FOR POOR INDICATOR FOR
For sites that only provide a simple response
or quick answers
Generally implies disinterest in the site
Source: Panalysis, How to Interpret Time on Site, 2015
Sites where visitors are seeking answers
(ie: directories)
In this case, repeat visitor behavior is a
crucial contributing factor.
Most websites
C. LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
THE GOOD THE BAD
GOOD INDICATOR FOR POOR INDICATOR FOR
For sites that only provide a simple response
or quick answers
Generally implies disinterest in the site
Source: Panalysis, How to Interpret Time on Site, 2015
Sites where visitors are seeking answers
(ie: directories)
In this case, repeat visitor behavior is a
crucial contributing factor.
Most websites
C. LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
THE GOOD THE BAD
GOOD INDICATOR FOR POOR INDICATOR FOR
For sites that only provide a simple response
or quick answers
Generally implies disinterest in the site
Source: Panalysis, How to Interpret Time on Site, 2015
Sites where visitors are seeking answers
(ie: directories)
In this case, repeat visitor behavior is a
crucial contributing factor.
Most websites
NOT ALL TIME ON SITE IS EQUAL.
TIMEONSITE
PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
AHIGH TIME ON SITE,
LOW NUMBER OF PAGE VIEWS
BHIGH TIME ON SITE,
HIGH NUMBER OF PAGE VIEWS
CLOW TIME ON SITE,
LOW NUMBER OF PAGE VIEWS
DLOW TIME ON SITE,
HIGH NUMBER OF PAGE VIEWS
D. LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
THE GOOD THE BAD
GOOD INDICATOR FOR POOR INDICATOR FOR
May indicate success for sites that require
visitors to complete tasks quickly
Could indicate that visitors are lost in the site
Source: Panalysis, How to Interpret Time on Site, 2015
Sites that require high involvement in short bursts
(ie: banking sites, online applications)
Complex websites, such as government agencies
D. LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
THE GOOD THE BAD
GOOD INDICATOR FOR POOR INDICATOR FOR
May indicate success for sites that require
visitors to complete tasks quickly
Could indicate that visitors are lost in the site
Source: Panalysis, How to Interpret Time on Site, 2015
Sites that require high involvement in short bursts
(ie: banking sites, online applications)
Complex websites, such as government agencies
D. LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
THE GOOD THE BAD
GOOD INDICATOR FOR POOR INDICATOR FOR
May indicate success for sites that require
visitors to complete tasks quickly
Could indicate that visitors are lost in the site
Source: Panalysis, How to Interpret Time on Site, 2015
Sites that require high involvement in short bursts
(ie: banking sites, online applications)
Complex websites, such as government agencies
D. LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
THE GOOD THE BAD
GOOD INDICATOR FOR POOR INDICATOR FOR
May indicate success for sites that require
visitors to complete tasks quickly
Could indicate that visitors are lost in the site
Source: Panalysis, How to Interpret Time on Site, 2015
Sites that require high involvement in short bursts
(ie: banking sites, online applications)
Complex websites, such as government agencies
When determining your time on site goals,
it’s important to keep in mind why someone
is going to your site.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCUALTE THE VALUE OF:
REPEAT VISITORS
96% of people visiting your site
aren’t actually ready to purchase from you.
Source: Social Media Today, 2014
BRAND AWARENESS BRAND HEALTH CONVERSIONS
So you need to think of other ways to bring
prospects back to your site so that when they are
ready to purchase, they choose you.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Inc, 2 Web Metrics You Should be Watching All the Time, 2014
If your ultimate goal is to sell a product or
service, you're much more likely to sell to visitors
who come back time after time.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Inc, 2 Web Metrics You Should be Watching All the Time, 2014
Repeat Visitor Ratio (RVR) measures the percentage of visitors who return
to your site after an initial visit during some specific time period.
Let’s say you got 4,000 visitors this month and 800 were repeat visitors.
800/4,000 = 20%
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Inc, 2 Web Metrics You Should be Watching All the Time, 2014
RVR is great way to determine whether you are successfully engaging your
site visitors.
New visitors are fine, but repeat visitors are great since once you "have" a
new reader you don't have to spend time and money attracting that
reader--your content is sufficient. So the higher your RVR the better your
website must be at engaging the average new visitor.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
To put a monetary value on RVR, we need to
look at the average amount you’re spending
in advertising to drive net new traffic.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
For our example, let’s say you’re spending $5,000 per month on advertising to drive
new visitors.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
For our example, let’s say you’re spending $5,000 per month on advertising to drive
new visitors.
If 80%, or 3,200 visitors are net new, you’re spending an average of $1.56 per visitor.
$5,000 / 3,200 = $1.56
BRAND AWARENESS BRAND HEALTH CONVERSIONS
For our example, let’s say you’re spending $5,000 per month on advertising to drive
new visitors.
If 80%, or 3,200 visitors are net new, you’re spending an average of $1.56 per visitor.
$5,000 / 3,200 = $1.56
Taking that finding, we can then calculate the value of our 800 repeat visitors.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
For our example, let’s say you’re spending $5,000 per month on advertising to drive
new visitors.
If 80%, or 3,200 visitors are net new, you’re spending an average of $1.56 per visitor.
$5,000 / 3,200 = $1.56
Taking that finding, we can then calculate the value of our 800 repeat visitors.
800 * $1.56 = $1,250
Therefore, our repeat visitors are valued at $1,250 per month.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
How do you improve your RVR?
BRAND AWARENESS BRAND HEALTH CONVERSIONS
1.  Better target your marketing
2.  Provide great content
3.  Ensure site navigation is streamlined and intuitive
4.  Constantly create new content to keep the site fresh and relevant.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Inc, 2 Web Metrics You Should be Watching All the Time, 2014
How do you improve your RVR?
Don’t forget that while you want to increase the
percentage of repeat visitors, you also want to
increase the total number of visitors…
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Don’t forget that while you want to increase the
percentage of repeat visitors, you also want to
increase the total number of visitors…
Otherwise you’ll be preaching to the same choir.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCULATE THE VALUE OF:
SOCIAL LIKES
Social “likes” are a light indicator
for whether or not your audience is
resonating with your content.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
While many have tried, it is difficult to assess
real value in a like. However, it is important to track
social shares over time to ensure your content is
reaching baseline or increasing
level of engagement.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCULATE THE VALUE OF:
SUBSCRIPTIONS
Source: AMEX Open Forum, What’s Your Email List Worth (In Actual Dollars)?, 2013
Your email list is an asset,
and should be valued as such.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014
BRAND AWARENESS BRAND HEALTH CONVERSIONS
FIRST THING’S FIRST:
Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014
BRAND AWARENESS BRAND HEALTH CONVERSIONS
POSITIVE
RETURN
DIMINISHING
POSTIIVE
RETURN
MAXIMUM
ALLOWABLE
COST
FIRST THING’S FIRST:
You must know your maximum allowable
cost threshold for getting a new subscriber,
otherwise, you’re spending in the dark.
NEGATIVE
RETURNS!
Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014
FIRST THING’S FIRST:
You must know your maximum allowable
cost threshold for getting a new subscriber,
otherwise, you’re spending in the dark.
or, worse yet, to the point of negative returns.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
POSITIVE
RETURN
DIMINISHING
POSTIIVE
RETURN
MAXIMUM
ALLOWABLE
COST
Knowing your cost to obtain a new list member is the only way to determine
how much you can actually afford to invest in growing your list sign-up…
Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Knowing your cost to obtain a new list member is the only way to determine
how much you can actually afford to invest in growing your list sign-up…
And what your maximum allowable cost to obtain a new subscriber should be.
Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014
BRAND AWARENESS BRAND HEALTH CONVERSIONS
As a rule of thumb, your list sign-up cost per acquisition (CPA)
should be well under your average sale amount from a new
customer and within range of what you pay to obtain other
valuable actions, such as webinar sign-ups, free content
downloads or even direct sales.
Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014
METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA)
FACEBOOK AD 200 $2.30
TWITTER 400 $1.00
PAID SEARCH 300 $2.00
WEBINAR 100 $0.10
First, calculate what it actually costs you to get a new subscriber from each
list-building method.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014
Now we need to determine your maximum allowable CPA for acquiring a new list
member, and continue to invest in the methods that fall at or below your CPA.
First, calculate what it actually costs you to get a new subscriber from each
list-building method.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA)
FACEBOOK AD 200 $2.30
TWITTER 400 $1.00
PAID SEARCH 300 $2.00
WEBINAR 100 $0.10
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Let’s say you’ve tested a few tactics and
decided that your maximum allowable
CPA for a new email address is $1.50.
MAXIMUM
ALLOWABLE
COST
$1.50
BRAND AWARENESS BRAND HEALTH CONVERSIONS
METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA)
FACEBOOK AD 200 $2.30
TWITTER 400 $1.00
PAID SEARCH 300 $2.00
WEBINAR 100 $0.10
Moving forward, you’ll want to continue pursuing all methods
costing $1.50 or less.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
METHOD QUANTITY OF
SUBSCRIBERS (QOS)
COST PER
ACQUISITION (CPA)
UNSUBSCRIBE
RATE (UR)
AVERAGE
SALE VALUE (ASV)
FACEBOOK AD 200 $2.30 30% $100
TWITTER 400 $1.00 5% $100
PAID SEARCH 300 $2.00 15% $150
WEBINAR 100 $0.10 5% $200
Over time, we need to also measure the quality of the subscribers on your list
by monitoring things like average sale value and unsubscribe rate.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
METHOD QUANTITY OF
SUBSCRIBERS (QOS)
COST PER
ACQUISITION (CPA)
UNSUBSCRIBE
RATE (UR)
AVERAGE
SALE VALUE (ASV)
FACEBOOK AD 200 $2.30 30% $100
TWITTER 400 $1.00 5% $100
PAID SEARCH 300 $2.00 15% $150
WEBINAR 100 $0.10 5% $200
When you analyze the data, you’ll easily be able to spot the methods that produce the
best quality and quantity of subscribers within your allowable CPA.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
METHOD QUANTITY OF
SUBSCRIBERS (QOS)
COST PER
ACQUISITION (CPA)
UNSUBSCRIBE
RATE (UR)
AVERAGE
SALE VALUE (ASV)
FACEBOOK AD 200 $2.30 30% $100
TWITTER 400 $1.00 5% $100
PAID SEARCH 300 $2.00 15% $150
WEBINAR 100 $0.10 5% $200
When you analyze the data, you’ll easily be able to spot the methods that produce the
best quality and quantity of subscribers within your allowable CPA.
The higher the quality of subscribers you attract, the more likely they are to convert
to becoming not only customers but also your best customers-resulting in more
revenue from which to raise your CPA.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
METHOD QUANTITY OF
SUBSCRIBERS (QOS)
COST PER
ACQUISITION (CPA)
UNSUBSCRIBE
RATE (UR)
AVERAGE
SALE VALUE (ASV)
FACEBOOK AD 200 $2.30 30% $100
TWITTER 400 $1.00 5% $100
PAID SEARCH 300 $2.00 15% $150
WEBINAR 100 $0.10 5% $200
To calculate the value per subscriber, we need find the difference between
the sale value and cost per acquisition for the subscribers.
To do this, we use the formula below:
VALUE PER SUBSCRIBER = ( QOS * ASV * ( 1 – UR ) – QOS * CPA ) / QOS
BRAND AWARENESS BRAND HEALTH CONVERSIONSBRAND AWARENESS BRAND HEALTH CONVERSIONS
METHOD QUANTITY OF
SUBSCRIBERS
(QOS)
COST PER
ACQUISITION
(CPA)
UNSUBSCRIBE
RATE
(UR)
AVERAGE
SALE VALUE
(ASV)
TOTAL
VALUE
(TV)
VALUE PER
SUBSCRIBER
(VPS)
FACEBOOK AD 200 $2.30 30% $100 $13,540 $67.70
TWITTER 400 $1.00 5% $100 $37,600 $94
PAID SEARCH 300 $2.00 15% $150 $37,650 $125.50
WEBINAR 100 $0.10 5% $200 $18,990 $189.90
We’ll use Facebook Ads as an example:
VALUE PER SUBSCRIBER = ( QOS * ASV * ( 1 – UR ) – QOS * CPA ) / QOS
VALUE PER SUBSCRIBER = ( 200 * 100 * ( 1 – 0.30 ) – 200 * 2.30 ) / 200
Therefore, the value of each Facebook subscription is $67.70
BRAND AWARENESS BRAND HEALTH CONVERSIONS
METHOD QUANTITY OF
SUBSCRIBERS
(QOS)
COST PER
ACQUISITION
(CPA)
UNSUBSCRIBE
RATE
(UR)
AVERAGE
SALE VALUE
(ASV)
TOTAL
VALUE
(TV)
VALUE PER
SUBSCRIBER
(VPS)
FACEBOOK AD 200 $2.30 30% $100 $13,540 $67.70
TWITTER 400 $1.00 5% $100 $37,600 $94
PAID SEARCH 300 $2.00 15% $150 $37,650 $125.50
WEBINAR 100 $0.10 5% $200 $18,990 $189.90
Based on these calculations, we can see that paid search and webinar methods
return the most value per subscriber.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Based on these calculations, we can see that paid search and webinar methods
return the most value per subscriber.
However, since paid search’s CPA is more expensive than our maximum allowance of
$1.50, we should defer to webinar and Twitter tactics.
METHOD QUANTITY OF
SUBSCRIBERS
(QOS)
COST PER
ACQUISITION
(CPA)
UNSUBSCRIBE
RATE
(UR)
AVERAGE
SALE VALUE
(ASV)
TOTAL
VALUE
(TV)
VALUE PER
SUBSCRIBER
(VPS)
FACEBOOK AD 200 $2.30 30% $100 $13,540 $67.70
TWITTER 400 $1.00 5% $100 $37,600 $94
PAID SEARCH 300 $2.00 15% $150 $37,650 $125.50
WEBINAR 100 $0.10 5% $200 $18,990 $189.90
BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCULATE THE VALUE OF:
BOUNCE RATE
Your site’s bounce rate is a metric that
indicates the percentage of people who land on
one of your web pages and then leave without
clicking anywhere else on your site.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Hubspot, How to Decrease Your Website’s Bounce Rate, 2014
BRAND AWARENESS BRAND HEALTH CONVERSIONS
A high bounce rate is a reason for concern since it indicates that your website visitors
aren’t looking for more content on your site, clicking on calls-to-action, or converting
into contacts.
A high bounce rate is a reason for concern since it indicates that your website visitors
aren’t looking for more content on your site, clicking on calls-to-action, or converting
into contacts.
Since attracting and converting visitors into qualified leads is the main objective for
content marketing, this is an important metric to measure and improve.
Source: Hubspot, How to Decrease Your Website’s Bounce Rate, 2014
BRAND AWARENESS BRAND HEALTH CONVERSIONS
How should your site stack up? Here are some good bounce rate benchmarks:
Source: Hubspot, How to Decrease Your Website’s Bounce Rate, 2014
BRAND AWARENESS BRAND HEALTH CONVERSIONS
CONTENT WEBSITES
10 20 30 40 50 60 70 80 90 %
LEAD GENERATION
10 20 30 40 50 60 70 80 90 %
BLOGS
10 20 30 40 50 60 70 80 90 %
RETAIL SITES
10 20 30 40 50 60 70 80 90 %
SERVICE SITES
10 20 30 40 50 60 70 80 90 %
LANDING PAGES
10 20 30 40 50 60 70 80 90 %
40% - 60%
30% - 50%
20% - 40%
10% - 30%
70% - 90%
70% - 98%
Why do visitors bounce? Two reasons:
1  They didn’t find what they were looking for
2  The page wasn’t user-friendly
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Hubspot, How to Decrease Your Website’s Bounce Rate, 2014
So what can you do to
improve your site’s bounce rate?
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Attract the right visitors
•  Choose the right keywords to match your content
-- not just to attract the most number of visitors
•  Maintain top rankings for branded terms
•  Write attractive, useful meta descriptions for search
engine users
BRAND AWARENESS BRAND HEALTH CONVERSIONS
ATTRACT THE RIGHT VISITORS
Choose the right keywords to match your content,
not just attract any visitors
Create multiple
landing pages with
unique content and
keywords for different
types of visitors
Write attractive, useful
meta-descriptions for
search engine users
Maintain top rankings for
branded terms.
Improve targeting of online advertising campaigns.
Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Enhance usability
•  Make your text readable through sensible organization
and the use of larger fonts, bulleted lists, white space,
good color contrast, and large headlines
•  Use well-organized, responsive layouts that allow for
quick and easy navigation on all platforms and browsers
ENHANCE USABILITY
16
34
25
GOOD COLOR CONTRAST
LARGE HEADLINES
SENSIBLE ORGANIZATION
BULLETED LISTS
LARGER FONTSWHITE SPACE
MAKE TEXT
READABLE
Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014
Use a good layout
•  Quick navigation
•  Easy to find search
•  Content in sections
•  Responsive layout for multiple platforms and browsers
USE GOOD LAYOUT
Responsive layout for multiple platforms and browsers
17.4% of views from mobile devices
EASY TO
FIND SEARCH
QUICK
NAVIGATION
CONTENT
IN SECTIONS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Speed up page load
•  Use little or no self-loading multimedia content.
•  Set external links to open in new browser windows/tabs.
•  Don’t let ads distract from your content: Place static ads to
sides, and avoid pop-ups and self-loading multimedia ads
SPEED UP PAGELOAD
USE LITTLE OR NO SELF-LOADING MULTIMEDIA CONTENT.
SET EXTERNAL LINKS TO
OPEN IN NEW WINDOWS
DON’T LET ADS DISTRACT
Place static ads to sides
Avoid pop-ups
Avoid self-loading multimedia ads
Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Provide good content
•  Have an obvious main message
•  Use clear headers and subheads
•  Tailor content to intended visitors
•  Use stylish copy and images
•  Make your content error-free
•  Include a clear call-to-action and obvious links to next steps
PROVIDE GOOD CONTENT
1
Obvious main message
2
Clear heads and
subheads
6
Clear call to action
3
Tailored to
intended visitors
4
Stylish copy and
images
5
Few errors
7
Obvious links to next steps
Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014
BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCULATE THE VALUE OF:
PAID VS. ORGANIC SEARCH TRAFFIC
Content marketing allows you to gain
additional reach, engagement and conversion
without having to pay for it.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Content marketing allows you to gain
additional reach, engagement and conversion
without having to pay for it.
You can literally earn your audience’s
attention vs. buying it.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Organic search traffic can be
calculated easily via Google Analytics.
1  Go to Acquisition
2  Campaigns
3  Organic Keywords
BRAND AWARENESS BRAND HEALTH CONVERSIONS
You will then see the keywords
people have used to find your
website and the number of visits
and percentage of overall visits you
have received from each keyword.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
You will then see the keywords
people have used to find your
website and the number of visits
and percentage of overall visits you
have received from each keyword.
In this example, the site has received
359,953 visits from organic search
traffic, totaling 25% of overall traffic.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Next we want to see how much paid traffic we’re
receiving, which we can also find in Google Analytics’
‘Paid Keywords.’
In this example, let’s say we spend
$100,000 on paid search traffic for 1,078,779 visits.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Based on those numbers and percentages, we can calculate the value of that organic traffic.
In this example, let’s say we spend $100,000 on paid search traffic.
1,078,779 359,593
$100,000 X
CROSS MULTIPLY & DIVIDE TO FIND “X”
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Based on those numbers and percentages, we can calculate the value of that organic traffic.
In this example, let’s say we spend $100,000 on paid search traffic.
1,078,779 359,593
$100,000 X
CROSS MULTIPLY & DIVIDE TO FIND “X”
ALGEBRA DOES COME IN HANDY!
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Based on those numbers and percentages, we can calculate the value of that organic traffic.
In this example, let’s say we spend $100,000 on paid search traffic.
1,078,779 359,593
$100,000 X
CROSS MULTIPLY & DIVIDE TO FIND “X”
ALGEBRA DOES COME IN HANDY!
PAID ORGANIC
TRAFFIC
PERCENTAGE 75% 25%
TOTAL TRAFFIC 1,078,779 359,593
COST/VALUE $100,000 $33,333
ORGANIC SEARCH TRAFFIC IS WORTH $33,333
BRAND AWARENESS BRAND HEALTH CONVERSIONS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCULATE THE VALUE OF:
SOCIAL SHARES + FOLLOWERS
While social shares can be seen as an
engagement metric, but should be quantified
as a free source of distribution and reach.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Let’s say you spend $1,000 on paid social distribution
and reached 5,000 viewers.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Let’s say you spend $1,000 on paid social distribution
and reached 5,000 viewers.
For this campaign, each view was worth $0.20 ($1,000/5000).
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Let’s say you spend $1,000 on paid social distribution
and reached 5,000 viewers.
For this campaign, each view was worth $0.20 ($1,000/5000).
Now let’s say a social post was shared organically
by your followers and reached 500 viewers.
Let’s say you spend $1,000 on paid social distribution
and reached 5,000 viewers.
For this campaign, each view was worth $0.20 ($1,000/5000).
Now let’s say a social post was shared organically
by your followers and reached 500 viewers.
Based on the value of each view from our paid distribution,
we can also value our 500 organic views at $0.20 each, or $100 total.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Brands should also track if their social follower
growth positively correlates with their total
number of shares.
If it does, this would indicate that your organic
social shares are reaching the right audience
for your brand.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCUALTE THE VALUE OF:
SHARE OF VOICE/OFFSITE SEO
Google has stated that it uses more than
200 factors to rank a web page, but which are
the most important?
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
BRAND AWARENESS BRAND HEALTH CONVERSIONS
There is one thing virtually all SEO experts agree
upon: The number and quality of links coming into
your site is near the top of the list.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
So how can you measure your off-site SEO?
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
So how can you measure your off-site SEO?
•  Measure your inbound links and their value. An easy way to do this is by plugging your site
URL into Open Site Explorer. (https://moz.com/researchtools/ose/)
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
So how can you measure your off-site SEO?
•  Measure your inbound links and their value. An easy way to do this is by plugging your site
URL into Open Site Explorer. (https://moz.com/researchtools/ose/)
•  With this tool, you can see all inbound links, see your top-linked pages, sort by linking
domains, see the anchor text other sites use to link to you.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
So how can you measure your off-site SEO?
•  Measure your inbound links and their value. An easy way to do this is by plugging your site
URL into Open Site Explorer. (https://moz.com/researchtools/ose/)
•  With this tool, you can see all inbound links, see your top-linked pages, sort by linking
domains, see the anchor text other sites use to link to you.
•  Do the same with your competitors’ sites and compare
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
What to do with this data?
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
What to do with this data?
•  Scan your highest-authority inbound links for opportunity to get other similar links
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
What to do with this data?
•  Scan your highest-authority inbound links for opportunity to get other similar links
•  Scan your competitors’ highest-authority inbound links. Can you get those links too, or do
they provide ideas for getting similar links?
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
What to do with this data?
•  Scan your highest-authority inbound links for opportunity to get other similar links
•  Scan your competitors’ highest-authority inbound links. Can you get those links too, or do
they provide ideas for getting similar links?
•  Inbound links from non-profit (.org) and education (.edu) sites are especially powerful
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
What to do with this data?
•  Scan your highest-authority inbound links for opportunity to get other similar links
•  Scan your competitors’ highest-authority inbound links. Can you get those links too, or do
they provide ideas for getting similar links?
•  Inbound links from non-profit (.org) and education (.edu) sites are especially powerful
•  Build your inbound links gradually. Google algorithms will notice, and may penalize a quick
accumulation of links
BRAND AWARENESS BRAND HEALTH CONVERSIONS
CONVERSIONS YOU NEVER
WOULD HAVE REACHED
BUSINESS CASE
3
These are prospects who became customers
because of either helpful, useful and/or
entertaining content you provided them.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Percentage of people who take
a desired action.
WHAT TO MEASURE :
COST PER LEAD
PERCENTAGE OF LEADS
SOURCED
CONVERSIONS
Amount your brand spends
to acquire a lead.
Percentage of leads sourced by content
compared to other marketing programs.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Percentage of people who take
a desired action.
WHAT TO MEASURE :
COST PER LEAD
PERCENTAGE OF LEADS
SOURCED
CONVERSIONS
Amount your brand pays in
advertising to acquire a lead.
Percentage of leads sourced by content
compared to other marketing programs.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Percentage of people who take
a desired action.
WHAT TO MEASURE :
COST PER LEAD
PERCENTAGE OF LEADS
SOURCED
CONVERSIONS
Amount your brand pays in
advertising to acquire a lead.
Percentage of leads sourced by content
compared to other marketing programs.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCULATE THE VALUE OF:
COST PER LEAD
Calculating content marketing’s cost
per lead is crucial in order to benchmark your
program’s effectiveness against
other marketing programs.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Determining this is quite simple. To begin,
we need to know the costs accrued to create
and distribute the content.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
CONTENT ACTIVITY COST
ROI Guide Creation $3,000
ROI Guide Sponsored Email $10,000
Strategy Guide Creation $3,000
Strategy Guide Sponsored Webinar $20,000
BRAND AWARENESS BRAND HEALTH CONVERSIONS
In this example, we’ve created two pieces of content:
•  For the ROI Guide, we spent $3,000 to create and invested $10,000 to distribute.
CONTENT ACTIVITY COST
ROI Guide Creation $3,000
ROI Guide Sponsored Email $10,000
Strategy Guide Creation $3,000
Strategy Guide Sponsored Webinar $20,000
BRAND AWARENESS BRAND HEALTH CONVERSIONS
In this example, we’ve created two pieces of content:
•  For the ROI Guide, we spent $3,000 to create and invested $10,000 to distribute.
•  For the Strategy Guide we also spent $3,000 to create, but spent $20,000 to distribute.
•  Combining these costs, we can see that the ROI Guide cost us $13,000 and the Strategy Guide cost us $23,000.
CONTENT ACTIVITY COST TOTAL COST
ROI Guide Creation $3,000
$13,000
ROI Guide Sponsored Email $10,000
Strategy Guide Creation $3,000
$23,000
Strategy Guide Sponsored Webinar $20,000
BRAND AWARENESS BRAND HEALTH CONVERSIONS
In this example, we’ve created two pieces of content:
•  For the ROI Guide, we spent $3,000 to create and invested $10,000 to distribute.
•  For the Strategy Guide we also spent $3,000 to create, but spent $20,000 to distribute.
•  Combining these costs, we can see that the ROI Guide cost us $13,000 and the Strategy Guide cost us $23,000.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Now that we know how much our content cost to create and distribute, let’s see
how the content did in terms of lead generation to calculate cost per qualified lead.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs
ROI Guide $13,000 550 205
Strategy Guide $23,000 700 130
Now that we know how much our content cost to create and distribute, let’s see
how the content did in terms of lead generation to calculate cost per qualified lead.
•  Our ROI Guide generated 550 new leads, 205 of which were qualified leads.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs
ROI Guide $13,000 550 205
Strategy Guide $23,000 700 130
Now that we know how much our content cost to create and distribute, let’s see
how the content did in terms of lead generation to calculate cost per qualified lead.
•  Our ROI Guide generated 550 new leads, 205 of which were qualified leads.
•  To calculate cost per lead, we want to take the total cost ($13,000) divided by the total number of qualified leads (205).
BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs
ROI Guide $13,000 550 205
Strategy Guide $23,000 700 130
Now that we know how much our content cost to create and distribute, let’s see
how the content did in terms of lead generation to calculate cost per qualified lead.
•  Our ROI Guide generated 550 new leads, 205 of which were qualified leads.
•  To calculate cost per lead, we want to take the total cost ($13,000) divided by the total number of qualified leads (205).
•  $13,000 / 205 = $63
BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs CPMQL
ROI Guide $13,000 550 205 $63
Strategy Guide $23,000 700 130 $177
Now that we know how much our content cost to create and distribute, let’s see
how the content did in terms of lead generation to calculate cost per qualified lead.
•  Our ROI Guide generated 550 new leads, 205 of which were qualified leads.
•  To calculate cost per lead, we want to take the total cost ($13,000) divided by the total number of qualified leads (205).
•  $13,000 / 205 = $63
•  Therefore, our ROI Guide cost $63 per qualified lead.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs CPMQL
ROI Guide $13,000 550 205 $63
Strategy Guide $23,000 700 130 $177
To determine an accurate average total cost per lead of content marketing, we’d
want to take a larger sample, but for the purpose of this guide, we’ll simplify and
average these two costs.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs CPMQL
ROI Guide $13,000 550 205 $63
Strategy Guide $23,000 700 130 $177
To determine an accurate average total cost per lead of content marketing, we’d
want to take a larger sample, but for the purpose of this guide, we’ll simplify and
average these two costs.
$63 + $177 / 2 = $120
BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs CPMQL
ROI Guide $13,000 550 205 $63
Strategy Guide $23,000 700 130 $177
To determine an accurate average total cost per lead of content marketing, we’d
want to take a larger sample, but for the purpose of this guide, we’ll simplify and
average these two costs.
$63 + $177 / 2 = $120
Therefore our average total cost per lead for content marketing is $120.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCULATE THE VALUE OF:
PERCENTAGE OF LEADS SOURCED
In order to determine the
percentage of leads from content marketing,
we first need to gather total number of leads
sourced from other marketing programs.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Looking at this gathered data, we see that content marketing accounts for 205 of the
total 710 marketing qualified leads.
PROGRAM MQLs
Content 205
Events 300
Advertising 30
Email 100
Public Relations 75
Total 710
BRAND AWARENESS BRAND HEALTH CONVERSIONS
Looking at this gathered data, we see that content marketing accounts for 205 of the
total 710 marketing qualified leads.
To find the percentage, we take 205/710 to find that content marketing accounts
for 28.9% of total qualified leads.
PROGRAM MQLs PERCENTAGE
Content 205 28.9%
Events 300 42.2%
Advertising 30 4.2%
Email 100 14.2%
Public Relations 75 10.5%
Total 710 100%
EVENTS
ADVERTISING
CONTENT
EMAIL
PUBLIC RELATIONS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCULATE THE VALUE OF:
CONVERSIONS
Finally, to determine the actual revenue
sourced by content marketing, we need
to look at conversions.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
BRAND AWARENESS BRAND HEALTH CONVERSIONS
PROGRAM MQLs
CONVERSION
RATE
AVERAGE SALES
VALUE
Content 205 50% $500
For this example, let’s say our content marketing has a conversion rate of 50%
and the average sale is worth $500.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
PROGRAM MQLs
CONVERSION
RATE
AVERAGE SALES
VALUE
Content 205 50% $500
For this example, let’s say our content marketing has a conversion rate of 50%
and the average sale is worth $500.
•  To find our total conversions, we need to multiply our total qualified leads by 50%.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
PROGRAM MQLs
CONVERSION
RATE
AVERAGE SALES
VALUE
CONVERSIONS
Content 205 50% $500 102.5
For this example, let’s say our content marketing has a conversion rate of 50%
and the average sale is worth $500.
•  To find our total conversions, we need to multiply our total qualified leads by 50%.
•  205 * 50% = 102.5 conversions
BRAND AWARENESS BRAND HEALTH CONVERSIONS
PROGRAM MQLs
CONVERSION
RATE
AVERAGE SALES
VALUE
CONVERSIONS
Content 205 50% $500 102.5
For this example, let’s say our content marketing has a conversion rate of 50%
and the average sale is worth $500.
•  To find our total conversions, we need to multiply our total qualified leads by 50%.
•  205 * 50% = 102.5 conversions
•  Based on that finding we assume these sales will average $500, so to find the total value we
•  multiply 102.5 * $500 = $51,000
BRAND AWARENESS BRAND HEALTH CONVERSIONS
PROGRAM MQLs
CONVERSION
RATE
AVERAGE SALES
VALUE
CONVERSIONS
TOTAL CONVERSION
VALUE
Content 205 50% $500 102.5 $51,000
For this example, let’s say our content marketing has a conversion rate of 50%
and the average sale is worth $500.
•  To find our total conversions, we need to multiply our total qualified leads by 50%.
•  205 * 50% = 102.5 conversions
•  Based on that finding we assume these sales will average $500, so to find the total value we
•  multiply 102.5 * $500 = $51,000
•  Therefore, our total content marketing conversions are worth $51,000
WANT TO LEARN MORE?
Our team of strategists can help your brand build a
marketing growth engine. From ongoing support and
program management, to customized strategy sessions
and workshops, we’ll set your brand up for success.
Introducing NewsCred.
THE MOST COMPREHENSIVE CONTENT MARKETING SOLUTION.
SOFTWARE SERVICESCONTENT
Social Content Production
Workflows & Social Governance
Global Asset Management
Social Publishing & Distribution
Performance Measurement
Global Implementation
24/7 Support & Training
Strategy Workshops
Editorial Consulting
5,000 Licensed Publishers
Original Content Network
Rights-cleared UGC
Get in touch!
STRATEGY@NEWSCRED.COM

More Related Content

What's hot

Inbound Marketing: Your Competitive Advantage
Inbound Marketing: Your Competitive AdvantageInbound Marketing: Your Competitive Advantage
Inbound Marketing: Your Competitive AdvantageHubSpot
 
How to Create a Content Analysis Machine
How to Create a Content Analysis MachineHow to Create a Content Analysis Machine
How to Create a Content Analysis MachineFormstack
 
How To Create Content People Want
How To Create Content People WantHow To Create Content People Want
How To Create Content People WantMichael Brenner
 
20 steps to drive content marketing success with SEO
20 steps to drive content marketing success with SEO20 steps to drive content marketing success with SEO
20 steps to drive content marketing success with SEOKevin Gibbons
 
6 Tips for Repurposing Content on SlideShare
6 Tips for Repurposing Content on SlideShare6 Tips for Repurposing Content on SlideShare
6 Tips for Repurposing Content on SlideShareSlideShare
 
AIA2018 - Muyesser Taqi-Eddin - Marketing: Social Media & Traction
AIA2018 - Muyesser Taqi-Eddin - Marketing: Social Media & TractionAIA2018 - Muyesser Taqi-Eddin - Marketing: Social Media & Traction
AIA2018 - Muyesser Taqi-Eddin - Marketing: Social Media & TractionEuropean Innovation Academy
 
11 Future Proof Link Building Tactics
11 Future Proof Link Building Tactics11 Future Proof Link Building Tactics
11 Future Proof Link Building TacticsSujan Patel
 
2015 Upload Campaigns Calendar - SlideShare
2015 Upload Campaigns Calendar - SlideShare2015 Upload Campaigns Calendar - SlideShare
2015 Upload Campaigns Calendar - SlideShareSlideShare
 
Digital Marketing Strategy for Syabakah Syariah Insurance
Digital Marketing Strategy for Syabakah Syariah InsuranceDigital Marketing Strategy for Syabakah Syariah Insurance
Digital Marketing Strategy for Syabakah Syariah InsuranceKrisnawati Sukmaya
 
SEO & Content: How to Build More Than Just Links
SEO & Content: How to Build More Than Just LinksSEO & Content: How to Build More Than Just Links
SEO & Content: How to Build More Than Just LinksSearch Engine Journal
 
5 Things HubSpot Learned after a Year with LinkedIn Ads [SlideShare]
5 Things HubSpot Learned after a Year with LinkedIn Ads [SlideShare]5 Things HubSpot Learned after a Year with LinkedIn Ads [SlideShare]
5 Things HubSpot Learned after a Year with LinkedIn Ads [SlideShare]LinkedIn
 
From the Pros: Advanced PPC Tools
From the Pros: Advanced PPC ToolsFrom the Pros: Advanced PPC Tools
From the Pros: Advanced PPC ToolsTrada
 
Growth Hacking 101.ppt
Growth Hacking 101.pptGrowth Hacking 101.ppt
Growth Hacking 101.pptBjarne Viken
 
SEO Tips from the Experts' Pen
SEO Tips from the Experts' PenSEO Tips from the Experts' Pen
SEO Tips from the Experts' PenHubSpot
 
Google Grants: The Biggest Missed Opportunity in Non-Profit Marketing
Google Grants: The Biggest Missed Opportunity in Non-Profit MarketingGoogle Grants: The Biggest Missed Opportunity in Non-Profit Marketing
Google Grants: The Biggest Missed Opportunity in Non-Profit MarketingHubSpot
 
Content Marketing Advice From 27 Experts
Content Marketing Advice From 27 ExpertsContent Marketing Advice From 27 Experts
Content Marketing Advice From 27 ExpertsCurata
 
[WMD 2016] Skurt >> Everette Taylor "Fueling growth through emotional intelli...
[WMD 2016] Skurt >> Everette Taylor "Fueling growth through emotional intelli...[WMD 2016] Skurt >> Everette Taylor "Fueling growth through emotional intelli...
[WMD 2016] Skurt >> Everette Taylor "Fueling growth through emotional intelli...500 Startups
 
Be an Authentic Leader
Be an Authentic LeaderBe an Authentic Leader
Be an Authentic LeaderLinkedIn
 
[WMD2016] Closed Loop >> Lance Loveday "It’s OK to trick people to click"
[WMD2016] Closed Loop >> Lance Loveday "It’s OK to trick people to click"[WMD2016] Closed Loop >> Lance Loveday "It’s OK to trick people to click"
[WMD2016] Closed Loop >> Lance Loveday "It’s OK to trick people to click"500 Startups
 

What's hot (20)

Inbound Marketing: Your Competitive Advantage
Inbound Marketing: Your Competitive AdvantageInbound Marketing: Your Competitive Advantage
Inbound Marketing: Your Competitive Advantage
 
How to Create a Content Analysis Machine
How to Create a Content Analysis MachineHow to Create a Content Analysis Machine
How to Create a Content Analysis Machine
 
How To Create Content People Want
How To Create Content People WantHow To Create Content People Want
How To Create Content People Want
 
20 steps to drive content marketing success with SEO
20 steps to drive content marketing success with SEO20 steps to drive content marketing success with SEO
20 steps to drive content marketing success with SEO
 
6 Tips for Repurposing Content on SlideShare
6 Tips for Repurposing Content on SlideShare6 Tips for Repurposing Content on SlideShare
6 Tips for Repurposing Content on SlideShare
 
AIA2018 - Muyesser Taqi-Eddin - Marketing: Social Media & Traction
AIA2018 - Muyesser Taqi-Eddin - Marketing: Social Media & TractionAIA2018 - Muyesser Taqi-Eddin - Marketing: Social Media & Traction
AIA2018 - Muyesser Taqi-Eddin - Marketing: Social Media & Traction
 
11 Future Proof Link Building Tactics
11 Future Proof Link Building Tactics11 Future Proof Link Building Tactics
11 Future Proof Link Building Tactics
 
2015 Upload Campaigns Calendar - SlideShare
2015 Upload Campaigns Calendar - SlideShare2015 Upload Campaigns Calendar - SlideShare
2015 Upload Campaigns Calendar - SlideShare
 
Digital Marketing Strategy for Syabakah Syariah Insurance
Digital Marketing Strategy for Syabakah Syariah InsuranceDigital Marketing Strategy for Syabakah Syariah Insurance
Digital Marketing Strategy for Syabakah Syariah Insurance
 
SEO & Content: How to Build More Than Just Links
SEO & Content: How to Build More Than Just LinksSEO & Content: How to Build More Than Just Links
SEO & Content: How to Build More Than Just Links
 
5 Things HubSpot Learned after a Year with LinkedIn Ads [SlideShare]
5 Things HubSpot Learned after a Year with LinkedIn Ads [SlideShare]5 Things HubSpot Learned after a Year with LinkedIn Ads [SlideShare]
5 Things HubSpot Learned after a Year with LinkedIn Ads [SlideShare]
 
From the Pros: Advanced PPC Tools
From the Pros: Advanced PPC ToolsFrom the Pros: Advanced PPC Tools
From the Pros: Advanced PPC Tools
 
Growth Hacking 101.ppt
Growth Hacking 101.pptGrowth Hacking 101.ppt
Growth Hacking 101.ppt
 
SEO Tips from the Experts' Pen
SEO Tips from the Experts' PenSEO Tips from the Experts' Pen
SEO Tips from the Experts' Pen
 
Google Grants: The Biggest Missed Opportunity in Non-Profit Marketing
Google Grants: The Biggest Missed Opportunity in Non-Profit MarketingGoogle Grants: The Biggest Missed Opportunity in Non-Profit Marketing
Google Grants: The Biggest Missed Opportunity in Non-Profit Marketing
 
Content Marketing Advice From 27 Experts
Content Marketing Advice From 27 ExpertsContent Marketing Advice From 27 Experts
Content Marketing Advice From 27 Experts
 
[WMD 2016] Skurt >> Everette Taylor "Fueling growth through emotional intelli...
[WMD 2016] Skurt >> Everette Taylor "Fueling growth through emotional intelli...[WMD 2016] Skurt >> Everette Taylor "Fueling growth through emotional intelli...
[WMD 2016] Skurt >> Everette Taylor "Fueling growth through emotional intelli...
 
Be an Authentic Leader
Be an Authentic LeaderBe an Authentic Leader
Be an Authentic Leader
 
2021 copy ai Product Overview
2021 copy ai Product Overview2021 copy ai Product Overview
2021 copy ai Product Overview
 
[WMD2016] Closed Loop >> Lance Loveday "It’s OK to trick people to click"
[WMD2016] Closed Loop >> Lance Loveday "It’s OK to trick people to click"[WMD2016] Closed Loop >> Lance Loveday "It’s OK to trick people to click"
[WMD2016] Closed Loop >> Lance Loveday "It’s OK to trick people to click"
 

Viewers also liked

Measuring Inbound Marketing Results
Measuring Inbound Marketing ResultsMeasuring Inbound Marketing Results
Measuring Inbound Marketing ResultsHotpink Websites
 
Marketing communications measurement
Marketing communications measurementMarketing communications measurement
Marketing communications measurementDIMAR project
 
10 Formulas To Measure Content Marketing ROI
10 Formulas To Measure Content Marketing ROI10 Formulas To Measure Content Marketing ROI
10 Formulas To Measure Content Marketing ROIMichael Brenner
 
Measuring the Results of Your Marketing Efforts
Measuring the Results of Your Marketing EffortsMeasuring the Results of Your Marketing Efforts
Measuring the Results of Your Marketing EffortsKevin Barnes
 
Beyond Arts & Crafts: 8 Ready-Made Graphs to Prove Marketing ROI
Beyond Arts & Crafts: 8 Ready-Made Graphs to Prove Marketing ROIBeyond Arts & Crafts: 8 Ready-Made Graphs to Prove Marketing ROI
Beyond Arts & Crafts: 8 Ready-Made Graphs to Prove Marketing ROIHubSpot
 
11 Steps to Analyze Data for Campaign Performance
11 Steps to Analyze Data for Campaign Performance11 Steps to Analyze Data for Campaign Performance
11 Steps to Analyze Data for Campaign PerformanceStrongView
 
How to Report Marketing Results to Your Clients
How to Report Marketing Results to Your ClientsHow to Report Marketing Results to Your Clients
How to Report Marketing Results to Your ClientsHubSpot
 
Beyond Sales: The New KPI's Of Marketing ROI
Beyond Sales: The New KPI's Of Marketing ROIBeyond Sales: The New KPI's Of Marketing ROI
Beyond Sales: The New KPI's Of Marketing ROIDaniel Newman
 

Viewers also liked (8)

Measuring Inbound Marketing Results
Measuring Inbound Marketing ResultsMeasuring Inbound Marketing Results
Measuring Inbound Marketing Results
 
Marketing communications measurement
Marketing communications measurementMarketing communications measurement
Marketing communications measurement
 
10 Formulas To Measure Content Marketing ROI
10 Formulas To Measure Content Marketing ROI10 Formulas To Measure Content Marketing ROI
10 Formulas To Measure Content Marketing ROI
 
Measuring the Results of Your Marketing Efforts
Measuring the Results of Your Marketing EffortsMeasuring the Results of Your Marketing Efforts
Measuring the Results of Your Marketing Efforts
 
Beyond Arts & Crafts: 8 Ready-Made Graphs to Prove Marketing ROI
Beyond Arts & Crafts: 8 Ready-Made Graphs to Prove Marketing ROIBeyond Arts & Crafts: 8 Ready-Made Graphs to Prove Marketing ROI
Beyond Arts & Crafts: 8 Ready-Made Graphs to Prove Marketing ROI
 
11 Steps to Analyze Data for Campaign Performance
11 Steps to Analyze Data for Campaign Performance11 Steps to Analyze Data for Campaign Performance
11 Steps to Analyze Data for Campaign Performance
 
How to Report Marketing Results to Your Clients
How to Report Marketing Results to Your ClientsHow to Report Marketing Results to Your Clients
How to Report Marketing Results to Your Clients
 
Beyond Sales: The New KPI's Of Marketing ROI
Beyond Sales: The New KPI's Of Marketing ROIBeyond Sales: The New KPI's Of Marketing ROI
Beyond Sales: The New KPI's Of Marketing ROI
 

Similar to How to Calculate Content Marketing ROI

How to Measure Brand Health with Content Marketing Audience Growth Metrics
How to Measure Brand Health with Content Marketing Audience Growth MetricsHow to Measure Brand Health with Content Marketing Audience Growth Metrics
How to Measure Brand Health with Content Marketing Audience Growth MetricsLiz Bedor
 
How to Measure Brand Awareness with Content Marketing
How to Measure Brand Awareness with Content MarketingHow to Measure Brand Awareness with Content Marketing
How to Measure Brand Awareness with Content MarketingLiz Bedor
 
Marketing Your Radon Business
Marketing Your Radon BusinessMarketing Your Radon Business
Marketing Your Radon BusinessSara Martin
 
Search Secrets Revealed: What Ranks in Google and Why
Search Secrets Revealed: What Ranks in Google and WhySearch Secrets Revealed: What Ranks in Google and Why
Search Secrets Revealed: What Ranks in Google and WhyExtract Data Conference
 
18 Marketing KPIs to Track (And How to Calculate Them)
18 Marketing KPIs to Track (And How to Calculate Them)18 Marketing KPIs to Track (And How to Calculate Them)
18 Marketing KPIs to Track (And How to Calculate Them)Kayla Perry
 
The Art of Product Marketing
The Art of Product MarketingThe Art of Product Marketing
The Art of Product MarketingRand Fishkin
 
Content Marketing ROI: What's Your Content Formula?
Content Marketing ROI: What's Your Content Formula?Content Marketing ROI: What's Your Content Formula?
Content Marketing ROI: What's Your Content Formula?Michael Brenner
 
Content marketing formula 2016
Content marketing formula 2016Content marketing formula 2016
Content marketing formula 2016Rubel Khan
 
Navigating Your Online Reputation
Navigating Your Online ReputationNavigating Your Online Reputation
Navigating Your Online ReputationTodd Ebert
 
Advance Email Marketing
Advance Email MarketingAdvance Email Marketing
Advance Email MarketingSuhaskassim
 
Social media marketing training blackthorn
Social media marketing training   blackthornSocial media marketing training   blackthorn
Social media marketing training blackthornMaryam Golabgir
 
Social media marketing training blackthorn
Social media marketing training   blackthornSocial media marketing training   blackthorn
Social media marketing training blackthornsauravstudio45
 
Marketing strategy for allure med spa
Marketing strategy for allure med spaMarketing strategy for allure med spa
Marketing strategy for allure med spaHitesh Pal
 
Maximize Marketing ROI with Retargeting
Maximize Marketing ROI with RetargetingMaximize Marketing ROI with Retargeting
Maximize Marketing ROI with RetargetingDemandWave
 
Inbound_Marketing_Strategy
Inbound_Marketing_StrategyInbound_Marketing_Strategy
Inbound_Marketing_StrategyEric Smith
 
Why Your Business Can't Ignore Advocate Marketing
Why Your Business Can't Ignore Advocate MarketingWhy Your Business Can't Ignore Advocate Marketing
Why Your Business Can't Ignore Advocate MarketingTechnologyAdvice
 
Hvordan beregne avkastningen på din Content Marketing? Her er 10 formler!
Hvordan beregne avkastningen på din Content Marketing? Her er 10 formler!Hvordan beregne avkastningen på din Content Marketing? Her er 10 formler!
Hvordan beregne avkastningen på din Content Marketing? Her er 10 formler!Content Marketing Norge
 
Search, Blogs and Internet Marketing
Search, Blogs and Internet MarketingSearch, Blogs and Internet Marketing
Search, Blogs and Internet Marketingjsilvian1
 
5 Prover Customer Acquisition Strategies For B2C Startups
5 Prover Customer Acquisition Strategies For B2C Startups5 Prover Customer Acquisition Strategies For B2C Startups
5 Prover Customer Acquisition Strategies For B2C StartupsMarketing Masala
 
Paid Ads Strategy Using Relationship Selling
Paid Ads Strategy Using Relationship Selling Paid Ads Strategy Using Relationship Selling
Paid Ads Strategy Using Relationship Selling Liz Conlon
 

Similar to How to Calculate Content Marketing ROI (20)

How to Measure Brand Health with Content Marketing Audience Growth Metrics
How to Measure Brand Health with Content Marketing Audience Growth MetricsHow to Measure Brand Health with Content Marketing Audience Growth Metrics
How to Measure Brand Health with Content Marketing Audience Growth Metrics
 
How to Measure Brand Awareness with Content Marketing
How to Measure Brand Awareness with Content MarketingHow to Measure Brand Awareness with Content Marketing
How to Measure Brand Awareness with Content Marketing
 
Marketing Your Radon Business
Marketing Your Radon BusinessMarketing Your Radon Business
Marketing Your Radon Business
 
Search Secrets Revealed: What Ranks in Google and Why
Search Secrets Revealed: What Ranks in Google and WhySearch Secrets Revealed: What Ranks in Google and Why
Search Secrets Revealed: What Ranks in Google and Why
 
18 Marketing KPIs to Track (And How to Calculate Them)
18 Marketing KPIs to Track (And How to Calculate Them)18 Marketing KPIs to Track (And How to Calculate Them)
18 Marketing KPIs to Track (And How to Calculate Them)
 
The Art of Product Marketing
The Art of Product MarketingThe Art of Product Marketing
The Art of Product Marketing
 
Content Marketing ROI: What's Your Content Formula?
Content Marketing ROI: What's Your Content Formula?Content Marketing ROI: What's Your Content Formula?
Content Marketing ROI: What's Your Content Formula?
 
Content marketing formula 2016
Content marketing formula 2016Content marketing formula 2016
Content marketing formula 2016
 
Navigating Your Online Reputation
Navigating Your Online ReputationNavigating Your Online Reputation
Navigating Your Online Reputation
 
Advance Email Marketing
Advance Email MarketingAdvance Email Marketing
Advance Email Marketing
 
Social media marketing training blackthorn
Social media marketing training   blackthornSocial media marketing training   blackthorn
Social media marketing training blackthorn
 
Social media marketing training blackthorn
Social media marketing training   blackthornSocial media marketing training   blackthorn
Social media marketing training blackthorn
 
Marketing strategy for allure med spa
Marketing strategy for allure med spaMarketing strategy for allure med spa
Marketing strategy for allure med spa
 
Maximize Marketing ROI with Retargeting
Maximize Marketing ROI with RetargetingMaximize Marketing ROI with Retargeting
Maximize Marketing ROI with Retargeting
 
Inbound_Marketing_Strategy
Inbound_Marketing_StrategyInbound_Marketing_Strategy
Inbound_Marketing_Strategy
 
Why Your Business Can't Ignore Advocate Marketing
Why Your Business Can't Ignore Advocate MarketingWhy Your Business Can't Ignore Advocate Marketing
Why Your Business Can't Ignore Advocate Marketing
 
Hvordan beregne avkastningen på din Content Marketing? Her er 10 formler!
Hvordan beregne avkastningen på din Content Marketing? Her er 10 formler!Hvordan beregne avkastningen på din Content Marketing? Her er 10 formler!
Hvordan beregne avkastningen på din Content Marketing? Her er 10 formler!
 
Search, Blogs and Internet Marketing
Search, Blogs and Internet MarketingSearch, Blogs and Internet Marketing
Search, Blogs and Internet Marketing
 
5 Prover Customer Acquisition Strategies For B2C Startups
5 Prover Customer Acquisition Strategies For B2C Startups5 Prover Customer Acquisition Strategies For B2C Startups
5 Prover Customer Acquisition Strategies For B2C Startups
 
Paid Ads Strategy Using Relationship Selling
Paid Ads Strategy Using Relationship Selling Paid Ads Strategy Using Relationship Selling
Paid Ads Strategy Using Relationship Selling
 

More from NewsCred

Content Marketing in the Performance Era: NewsCred's Shafqat Islam
Content Marketing in the Performance Era: NewsCred's Shafqat IslamContent Marketing in the Performance Era: NewsCred's Shafqat Islam
Content Marketing in the Performance Era: NewsCred's Shafqat IslamNewsCred
 
The Art of Data: Spotify
The Art of Data: SpotifyThe Art of Data: Spotify
The Art of Data: SpotifyNewsCred
 
The Science of Storytelling: The Infatuation
The Science of Storytelling: The InfatuationThe Science of Storytelling: The Infatuation
The Science of Storytelling: The InfatuationNewsCred
 
The Marketing Revolution: National Geographic
The Marketing Revolution: National GeographicThe Marketing Revolution: National Geographic
The Marketing Revolution: National GeographicNewsCred
 
Creating Content for Community and Culture: adidas
Creating Content for Community and Culture: adidasCreating Content for Community and Culture: adidas
Creating Content for Community and Culture: adidasNewsCred
 
The Science of Storytelling: Aktana
The Science of Storytelling: AktanaThe Science of Storytelling: Aktana
The Science of Storytelling: AktanaNewsCred
 
The Science of Storytelling: BNY Mellon
The Science of Storytelling: BNY MellonThe Science of Storytelling: BNY Mellon
The Science of Storytelling: BNY MellonNewsCred
 
Webinar: How NewsCred Does Content Marketing 2017
Webinar:  How NewsCred Does Content Marketing 2017Webinar:  How NewsCred Does Content Marketing 2017
Webinar: How NewsCred Does Content Marketing 2017NewsCred
 
The Quest for the Holy Grail of Content
The Quest for the Holy Grail of ContentThe Quest for the Holy Grail of Content
The Quest for the Holy Grail of ContentNewsCred
 
The Future of Media and the Impact on Content
The Future of Media and the Impact on ContentThe Future of Media and the Impact on Content
The Future of Media and the Impact on ContentNewsCred
 
Going Global: Mastering a Cross-Regional Content Marketing Strategy
Going Global: Mastering a Cross-Regional Content Marketing StrategyGoing Global: Mastering a Cross-Regional Content Marketing Strategy
Going Global: Mastering a Cross-Regional Content Marketing StrategyNewsCred
 
Using New Approaches to Content to Steward a Brand that Never Stands Still
Using New Approaches to Content to Steward a Brand that Never Stands StillUsing New Approaches to Content to Steward a Brand that Never Stands Still
Using New Approaches to Content to Steward a Brand that Never Stands StillNewsCred
 
Hussain’s House: Using Content to Connect with Millennials
Hussain’s House: Using Content to Connect with MillennialsHussain’s House: Using Content to Connect with Millennials
Hussain’s House: Using Content to Connect with MillennialsNewsCred
 
How to Build an Owned Media Empire with EPIC Content Marketing
How to Build an Owned Media Empire with EPIC Content MarketingHow to Build an Owned Media Empire with EPIC Content Marketing
How to Build an Owned Media Empire with EPIC Content MarketingNewsCred
 
Selling Content Internally: Achieving Executive Buy-in
Selling Content Internally: Achieving Executive Buy-inSelling Content Internally: Achieving Executive Buy-in
Selling Content Internally: Achieving Executive Buy-inNewsCred
 
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)NewsCred
 
Innovation Applied to B2B Content Marketing
Innovation Applied to B2B Content MarketingInnovation Applied to B2B Content Marketing
Innovation Applied to B2B Content MarketingNewsCred
 
How Unilever has Mastered the Art of Storytelling to Capture our Hearts and B...
How Unilever has Mastered the Art of Storytelling to Capture our Hearts and B...How Unilever has Mastered the Art of Storytelling to Capture our Hearts and B...
How Unilever has Mastered the Art of Storytelling to Capture our Hearts and B...NewsCred
 
Reaching a New Generation: How to Effectively Use Content to Capture the Atte...
Reaching a New Generation: How to Effectively Use Content to Capture the Atte...Reaching a New Generation: How to Effectively Use Content to Capture the Atte...
Reaching a New Generation: How to Effectively Use Content to Capture the Atte...NewsCred
 
Backed with Data: How We Can Use Data to Create Compelling Content
Backed with Data: How We Can Use Data to Create Compelling ContentBacked with Data: How We Can Use Data to Create Compelling Content
Backed with Data: How We Can Use Data to Create Compelling ContentNewsCred
 

More from NewsCred (20)

Content Marketing in the Performance Era: NewsCred's Shafqat Islam
Content Marketing in the Performance Era: NewsCred's Shafqat IslamContent Marketing in the Performance Era: NewsCred's Shafqat Islam
Content Marketing in the Performance Era: NewsCred's Shafqat Islam
 
The Art of Data: Spotify
The Art of Data: SpotifyThe Art of Data: Spotify
The Art of Data: Spotify
 
The Science of Storytelling: The Infatuation
The Science of Storytelling: The InfatuationThe Science of Storytelling: The Infatuation
The Science of Storytelling: The Infatuation
 
The Marketing Revolution: National Geographic
The Marketing Revolution: National GeographicThe Marketing Revolution: National Geographic
The Marketing Revolution: National Geographic
 
Creating Content for Community and Culture: adidas
Creating Content for Community and Culture: adidasCreating Content for Community and Culture: adidas
Creating Content for Community and Culture: adidas
 
The Science of Storytelling: Aktana
The Science of Storytelling: AktanaThe Science of Storytelling: Aktana
The Science of Storytelling: Aktana
 
The Science of Storytelling: BNY Mellon
The Science of Storytelling: BNY MellonThe Science of Storytelling: BNY Mellon
The Science of Storytelling: BNY Mellon
 
Webinar: How NewsCred Does Content Marketing 2017
Webinar:  How NewsCred Does Content Marketing 2017Webinar:  How NewsCred Does Content Marketing 2017
Webinar: How NewsCred Does Content Marketing 2017
 
The Quest for the Holy Grail of Content
The Quest for the Holy Grail of ContentThe Quest for the Holy Grail of Content
The Quest for the Holy Grail of Content
 
The Future of Media and the Impact on Content
The Future of Media and the Impact on ContentThe Future of Media and the Impact on Content
The Future of Media and the Impact on Content
 
Going Global: Mastering a Cross-Regional Content Marketing Strategy
Going Global: Mastering a Cross-Regional Content Marketing StrategyGoing Global: Mastering a Cross-Regional Content Marketing Strategy
Going Global: Mastering a Cross-Regional Content Marketing Strategy
 
Using New Approaches to Content to Steward a Brand that Never Stands Still
Using New Approaches to Content to Steward a Brand that Never Stands StillUsing New Approaches to Content to Steward a Brand that Never Stands Still
Using New Approaches to Content to Steward a Brand that Never Stands Still
 
Hussain’s House: Using Content to Connect with Millennials
Hussain’s House: Using Content to Connect with MillennialsHussain’s House: Using Content to Connect with Millennials
Hussain’s House: Using Content to Connect with Millennials
 
How to Build an Owned Media Empire with EPIC Content Marketing
How to Build an Owned Media Empire with EPIC Content MarketingHow to Build an Owned Media Empire with EPIC Content Marketing
How to Build an Owned Media Empire with EPIC Content Marketing
 
Selling Content Internally: Achieving Executive Buy-in
Selling Content Internally: Achieving Executive Buy-inSelling Content Internally: Achieving Executive Buy-in
Selling Content Internally: Achieving Executive Buy-in
 
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)
Google Analytics: Setting Up Your Content Hub to Measure Conversions (Part 1)
 
Innovation Applied to B2B Content Marketing
Innovation Applied to B2B Content MarketingInnovation Applied to B2B Content Marketing
Innovation Applied to B2B Content Marketing
 
How Unilever has Mastered the Art of Storytelling to Capture our Hearts and B...
How Unilever has Mastered the Art of Storytelling to Capture our Hearts and B...How Unilever has Mastered the Art of Storytelling to Capture our Hearts and B...
How Unilever has Mastered the Art of Storytelling to Capture our Hearts and B...
 
Reaching a New Generation: How to Effectively Use Content to Capture the Atte...
Reaching a New Generation: How to Effectively Use Content to Capture the Atte...Reaching a New Generation: How to Effectively Use Content to Capture the Atte...
Reaching a New Generation: How to Effectively Use Content to Capture the Atte...
 
Backed with Data: How We Can Use Data to Create Compelling Content
Backed with Data: How We Can Use Data to Create Compelling ContentBacked with Data: How We Can Use Data to Create Compelling Content
Backed with Data: How We Can Use Data to Create Compelling Content
 

Recently uploaded

SES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.pptSES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.pptGreg Jarboe
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfDIGGIT
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfInfyQ Seo Experts
 
Being a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitBeing a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitPieter Brinkman
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfDIGGIT
 
The Vital Role of Keyword Density in Crafting SEO-Optimized Content
The Vital Role of Keyword Density in Crafting SEO-Optimized ContentThe Vital Role of Keyword Density in Crafting SEO-Optimized Content
The Vital Role of Keyword Density in Crafting SEO-Optimized ContentKhalid332898
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextSearch Engine Journal
 
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptxUsing GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptxGreg Jarboe
 
Best Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaBest Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaPriyaDigitalExpert
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnerstejaswinisahyadreeso
 
DM digital marketing service: grow your business & revenue
DM digital marketing service: grow your business & revenueDM digital marketing service: grow your business & revenue
DM digital marketing service: grow your business & revenuedeepushah1687
 
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Jomer Gregorio
 
NexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and SalesNexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and SalesDemandbase
 
Ultimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdfUltimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdfBryan Philips
 
Sicom a full cycle advertising agency ( Company profile )
Sicom a full cycle advertising agency ( Company profile )Sicom a full cycle advertising agency ( Company profile )
Sicom a full cycle advertising agency ( Company profile )Sicom
 
Back Office Outsourcing Services Company
Back Office Outsourcing Services CompanyBack Office Outsourcing Services Company
Back Office Outsourcing Services Companybrandzus11
 
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Valters Lauzums
 
Instagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdf
Instagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdfInstagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdf
Instagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdfOttawa Marketing Guys
 
Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024experienceprosarah
 

Recently uploaded (20)

SES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.pptSES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
 
Media Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In ChandigarhMedia Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In Chandigarh
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdf
 
Being a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing SummitBeing a PMM with a multi-product portfolio - Product Marketing Summit
Being a PMM with a multi-product portfolio - Product Marketing Summit
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
 
The Vital Role of Keyword Density in Crafting SEO-Optimized Content
The Vital Role of Keyword Density in Crafting SEO-Optimized ContentThe Vital Role of Keyword Density in Crafting SEO-Optimized Content
The Vital Role of Keyword Density in Crafting SEO-Optimized Content
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's Next
 
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptxUsing GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
 
Best Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaBest Digital Expert Corporation of India
Best Digital Expert Corporation of India
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginners
 
DM digital marketing service: grow your business & revenue
DM digital marketing service: grow your business & revenueDM digital marketing service: grow your business & revenue
DM digital marketing service: grow your business & revenue
 
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
 
NexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and SalesNexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and Sales
 
Ultimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdfUltimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdf
 
Sicom a full cycle advertising agency ( Company profile )
Sicom a full cycle advertising agency ( Company profile )Sicom a full cycle advertising agency ( Company profile )
Sicom a full cycle advertising agency ( Company profile )
 
Back Office Outsourcing Services Company
Back Office Outsourcing Services CompanyBack Office Outsourcing Services Company
Back Office Outsourcing Services Company
 
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
 
Instagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdf
Instagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdfInstagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdf
Instagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdf
 
Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024
 

How to Calculate Content Marketing ROI

  • 1. How to Calculate Content Marketing ROI
  • 2. Despite a huge surge in adoption of content marketing, measuring the business impact of content is complicated.
  • 3. HOW DO I CALCULATE CONTENT MARKETING ROI? Is the most common question we hear from marketers struggling to build their own business case internally. “ ”
  • 4. Many are plagued by their inability to measure the effectiveness of their content initiatives...
  • 5. but they’re measuring too narrowly...
  • 6. and vanity metrics such as “likes” and “views” aren’t enough on their own merit.
  • 7. Marketers need to be able to measure things that have a quantifiable value that they can take to the bank.
  • 8. In this guide, we’ll map out how to calculate the impact of content across the business and the recommended metrics to benchmark your content initiatives.
  • 9. TABLE OF CONTENTS BUILD THE BUSINESS CASE FIND THE BUDGET MEASURE THE BUSINESS CASE BRAND AWARENESS BRAND HEALTH CONVERSIONS YOU NEVER WOULD HAVE REACHED
  • 10. PART 1 BUILD THE BUSINESS CASE
  • 11. All marketing spend should be tied to quantifiable results the sales team and executives can understand.
  • 12. Knowing the costs and ROI of other marketing departments will also help benchmark your content marketing program and see how to stack up in comparison.
  • 13. If you’re not sure what metrics to ask for, here are some to get you started: Conversion rate Average deal size Marketing-generated pipeline Marketing-generated opportunities Marketing-generated deals Marketing-generated revenue Average cost per lead Customer acquisition cost Marketing % of customer acquisition cost Time to payback customer acquisition cost Cost per registration (content or events) Cost per sale
  • 14. PART 2 FIND THE BUDGET
  • 15. Sometimes it can be difficult for companies to carve out sufficient budget to fund new content marketing programs.
  • 16. But we can find this budget if we look in the right places.
  • 17. But we can find this budget if we look in the right places. (which is probably not here)
  • 18. First, we need to have a solid understanding of your organization’s current content costs and utilization.
  • 19. Every organization creates content, so start with calculating those content costs.
  • 20. STEP 1 CONDUCT AN AUDIT FOR A SAMPLE OF THE CONTENT YOUR ORGANIZATION PRODUCES
  • 21. CONDUCT AN AUDIT FOR A SAMPLE OF THE CONTENT YOUR ORGANIZATION PRODUCES STEP 1 APPLY THE AVERAGE COSTS IN ORDER TO GAIN A SENSE FOR THE SIZE OF THE PROBLEM STEP 2
  • 22. Next, we need to understand how much of your content actually gets used.
  • 23. 60-70% OF CONTENT GOES COMPLETELY UNUSED ON AVERAGE,
  • 24. REMEMBER, CONTENT THAT GETS CREATED, BUT NEVER USED IS WASTE. 100%
  • 25. (That’s a lot of waste)
  • 26. How much your organization is wasting on unused content Amount that gets used Current content production costs
  • 27. A planned content marketing strategy would provide a platform to share, reuse and repurpose that unused content in order to grow brand awareness, improve brand health and drive conversions.
  • 28. Next, we need to look at opportunity costs from under-performing digital assets
  • 29. We know customers are tuning out advertising…
  • 30. The average click-through rate of display ads is 0.1%. (DoubleClick).1% 8% Only 8% of internet users account for 85% of clicks on display ads (and some aren’t even humans!) (comScore) 50% About 50% of clicks on mobile ads are accidental (GoldSpot)
  • 31. In fact, you’re more likely to be struck by lightening than click a banner ad. Source: Business Insider, 2011
  • 32. Asking for a small percentage of a larger advertising budget for short-lived campaigns is a good place to start looking for budget donations.
  • 33. Finally, approach budgeted teams with a partnership opportunity.
  • 34. There was a team at SAP that had an enormous budget for advertising campaign landing pages. Those pages typically saw a 99.9% bounce rate, and any traffic that went there was paid. I asked for a small percentage of that budget with the promise of driving organic traffic to the site. It was a win- win for the both of us. ” “ -  Michael Brenner – Head of Strategy, NewsCred Former VP of Content and Marketing Strategy, SAP
  • 35. PART 3 MEASURE THE BUSINESS CASE BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 36. PART 3 WE CAN DO THIS A FEW DIFFERENT WAYS BRAND AWARENESS BRAND HEALTH CONVERSIONS MEASURE THE BUSINESS CASE
  • 37. BRAND AWARENESS BRAND HEALTH CONVERSIONS BRAND AWARENESS BUSINESS CASE 1
  • 38. In other words, how many of your early-stage prospects are finding their way to your company website? BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 39. Search traffic your site receives from paid search advertisements versus traffic due to a high organic search ranking. BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE PAID VS. ORGANIC SEARCH TRAFFIC UNBRANDED ORGANIC SEARCH TRAFFIC ORGANIC SEARCH SHARE OF VOICE Search traffic your site receives from keywords that never mention your brand name or products. The percentage of online conversations in your space that include your brand.
  • 40. Search traffic your site receives from keywords that never mention your brand name or products. BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE PAID VS. ORGANIC SEARCH TRAFFIC UNBRANDED ORGANIC SEARCH TRAFFIC ORGANIC SEARCH SHARE OF VOICE The percentage of online conversations in your space that include your brand. Search traffic your site receives from paid search advertisements versus traffic due to a high organic search ranking.
  • 41. The percentage of online conversations in your space that include your brand. BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE PAID VS. ORGANIC SEARCH TRAFFIC UNBRANDED ORGANIC SEARCH TRAFFIC ORGANIC SEARCH SHARE OF VOICE Search traffic your site receives from keywords that never mention your brand name or products. Search traffic your site receives from paid search advertisements versus traffic due to a high organic search ranking.
  • 42. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: PAID VS. ORGANIC SEARCH TRAFFIC
  • 43. Content marketing allows you to gain additional reach, engagement and conversion without having to pay for it. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 44. Content marketing allows you to gain additional reach, engagement and conversion without having to pay for it. You can literally earn your audience’s attention vs. buying it. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 45. Organic search traffic can be calculated easily via Google Analytics. BRAND AWARENESS BRAND HEALTH CONVERSIONS 1  Go to Acquisition 2  Campaigns 3  Organic Keywords
  • 46. You will then see the keywords people have used to find your website and the number of visits and percentage of overall visits you have received from each keyword. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 47. You will then see the keywords people have used to find your website and the number of visits and percentage of overall visits you have received from each keyword. In this example, the site has received 359,953 visits from organic search traffic, totaling 25% of overall traffic. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 48. Next we want to see how much paid traffic we’re receiving, which we can also find in Google Analytics’ ‘Paid Keywords.’ In this example, let’s say we spend $100,000 on paid search traffic for 1,078,779 visits. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 49. Based on those numbers and percentages, we can calculate the value of that organic traffic. In this example, let’s say we spend $100,000 on paid search traffic. 1,078,779 359,593 $100,000 X CROSS MULTIPLY & DIVIDE TO FIND “X” BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 50. Based on those numbers and percentages, we can calculate the value of that organic traffic. In this example, let’s say we spend $100,000 on paid search traffic. 1,078,779 359,593 $100,000 X CROSS MULTIPLY & DIVIDE TO FIND “X” BRAND AWARENESS BRAND HEALTH CONVERSIONS ALGEBRA DOES COME IN HANDY!
  • 51. Based on those numbers and percentages, we can calculate the value of that organic traffic. In this example, let’s say we spend $100,000 on paid search traffic. 1,078,779 359,593 $100,000 X CROSS MULTIPLY & DIVIDE TO FIND “X” BRAND AWARENESS BRAND HEALTH CONVERSIONS ALGEBRA DOES COME IN HANDY! PAID ORGANIC TRAFFIC PERCENTAGE 75% 25% TOTAL TRAFFIC 1,078,779 359,593 COST/VALUE $100,000 $33,333 ORGANIC SEARCH TRAFFIC IS WORTH $33,333
  • 52. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: UNBRANDED ORGANIC SEARCH TRAFFIC
  • 53. Any visitor that searches your brand name already knows where they want to go. BRAND AWARENESS BRAND HEALTH CONVERSIONS X
  • 54. Unbranded organic search traffic is important to calculate because we want to know about the people who didn’t know where they would end up. BRAND AWARENESS BRAND HEALTH CONVERSIONS ?
  • 55. They had a question or need, asked a search engine for direction, and that interaction brought them to you. BRAND AWARENESS BRAND HEALTH CONVERSIONS X X X
  • 56. “The buyer journey is nothing more than a series of questions that must be answered. - IDC - ” BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 57. To calculate unbranded organic search, we need to exclude your brand or products’ name from the search. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 58. To calculate unbranded organic search, we need to exclude your brand or products’ name from the search. To do this, create an “Advanced Filter” that will exclude those branded keywords. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 59. To calculate unbranded organic search, we need to exclude your brand or products’ name from the search. To do this, create an “Advanced Filter” that will exclude those branded keywords. In this example, our brand and products contain the word “Raspberry.” BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 60. Let’s say the results showed that now with excluding branded keywords, your site’s organic search traffic accounts for 269,694 visits, or about 19% of total organic traffic. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 61. Let’s say the results showed that now with excluding branded keywords, your site’s organic search traffic accounts for 269,694 visits, or about 19% of total organic traffic. We go back to our table to calculate the value of this traffic. 1,078,779 269,692 $100,000 X CROSS MULTIPLY & DIVIDE TO FIND “X” BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 62. Let’s say the results showed that now with excluding branded keywords, your site’s organic search traffic accounts for 269,694 visits, or about 19% of total organic traffic. We go back to our table to calculate the value of this traffic. 1,078,779 269,692 $100,000 X CROSS MULTIPLY & DIVIDE TO FIND “X” BRAND AWARENESS BRAND HEALTH CONVERSIONS PAID ORGANIC TRAFFIC PERCENTAGE 75% 19% TOTAL TRAFFIC 1,078,779 269,692 COST/VALUE $100,000 $24,100 ORGANIC UNBRANDED SEARCH TRAFFIC IS WORTH $24,100
  • 63. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCUALTE THE VALUE OF: ORGANIC SEARCH SHARE OF VOICE
  • 64. This essentially measures how much your brand or product is talked about compared to your competitors. BRAND AWARENESS BRAND HEALTH CONVERSIONS COMPETITOR 2 COMPETITOR 3 COMPETITOR 1
  • 65. This essentially measures how much your brand or product is talked about compared to your competitors. BRAND AWARENESS BRAND HEALTH CONVERSIONS COMPETITOR 2 COMPETITOR 3 COMPETITOR 1 YOU
  • 66. First you want to choose a group of words based around your brand’s product or service. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 67. When choosing your words, be sure to stay within a common theme. In this example, we’ll use a dance brand. Source: Moz, How to Calculate Share of Voice for Organic Search BRAND AWARENESS BRAND HEALTH CONVERSIONS Keywords: •  Dance Shoes •  Dancing Shoes •  Cheap Dance Shoes •  Affordable Dance Shoes •  Ballet Shoes
  • 68. In general, it’s better for your SEO strategy to focus on a specific topic. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 69. Think narrow and deep, instead of broad and shallow. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 70. Next, choose your competition. Who do you want to compare yourself against? BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 71. Be sure to know what URLs you’re wanting to track of your competitors. Some may use off-branded URLs for their content marketing efforts. For example, ConAgra’s content marketing is done on an off-brand site, Forkful. The site provides time-saving kitchen tips and advice for cooking with kids. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 72. Now record the rankings for each keyword you selected for yourself and your competitors. If you do rank, record in what position. (Note: You can rank more than once) KEYWORD RANKING #1 RANKING #2 RANKING #3 DANCE SHOES 1 2 3 DANCING SHOES 2 3 4 CHEAP DANCE SHOES 2 AFFORDABLE DANCE SHOES 5 BALLET SHOES BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 73. Now record the rankings for each keyword you selected for yourself and your competitors. If you do rank, record in what position. (Note: You can rank more than once) KEYWORD RANKING #1 RANKING #2 RANKING #3 DANCE SHOES 1 2 3 DANCING SHOES 2 3 4 CHEAP DANCE SHOES 2 AFFORDABLE DANCE SHOES 5 BALLET SHOES When doing this, keep in mind there is no point in looking at more than the top 10… BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 74. …because only 2% of users travel to the 2nd page of Google. Source: Eyetools Inc. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 75. 2014 GOOGLE CLICK THROUGH RATES POSITION CTR 1 31.24 2 14.04 3 9.85 4 6.97 5 5.5 6 3.73 7 0 8 0 9 0 10 0 Source: Moz, Google Organic Click-Through Rates in 2014. Now that you have your rankings, calculate your share of voice for each keyword using the chart to the left. KEYWORD RANKING #1 RANKING #2 RANKING #3 DANCE SHOES 1 2 3 DANCING SHOES 2 3 4 CHEAP DANCE SHOES 2 AFFORDABLE DANCE SHOES 5 BALLET SHOES BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 76. 2014 GOOGLE CLICK THROUGH RATES POSITION CTR 1 31.24 2 14.04 3 9.85 4 6.97 5 5.5 6 3.73 7 0 8 0 9 0 10 0 Source: Moz, Google Organic Click-Through Rates in 2014. Now that you have your rankings, calculate your share of voice for each keyword using the chart to the left. KEYWORD RANKING #1 RANKING #2 RANKING #3 DANCE SHOES 31.24 14.04 9.85 DANCING SHOES 14.04 9.85 6.97 CHEAP DANCE SHOES 14.04 AFFORDABLE DANCE SHOES 5.5 BALLET SHOES BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 77. If your rank more than once, simply add the click through rates to find that keyword’s total share of voice. KEYWORD RANKING #1 RANKING #2 RANKING #3 SOV DANCE SHOES 31.24 14.04 9.85 55.13% DANCING SHOES 14.04 9.85 6.97 30.86 CHEAP DANCE SHOES 14.04 14.04% AFFORDABLE DANCE SHOES 5.5 5.5% BALLET SHOES 55.13 + 30.86 + 14.04 + 5.5 + 0 / 5 = 26.38 BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 78. To find your overall share of voice, average the share of voice for all your keywords. KEYWORD RANKING #1 RANKING #2 RANKING #3 SOV DANCE SHOES 31.24 14.04 9.85 55.13% DANCING SHOES 14.04 9.85 6.97 30.86 CHEAP DANCE SHOES 14.04 14.04% AFFORDABLE DANCE SHOES 5.5 5.5% BALLET SHOES TOTAL SHARE OF VOICE 26.38% 55.13 + 30.86 + 14.04 + 5.5 + 0 / 5 = 26.38 BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 79. If there’s a gap between your market share and your share of voice, that means your competition is wooing your prospects before you! BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 80. If you don’t want to go through the manual trouble, there are a few tools that will help you calculate this: QUICK SPROUT: Allows you to enter up to 3 competitor sites and get a ranking on key scores for each SEMRUSH: Offers free search analysis for your site and your competitors BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 81. BRAND AWARENESS BRAND HEALTH CONVERSIONS BRAND HEALTH BUSINESS CASE 2
  • 82. If you’re like most brands, you probably promote yourself too much. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 83. (and we tune you out) BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 84. David Beebe Vice President of Global Creative + Content Marketing, Marriott International Content marketing is like a first date. If all you do is talk about yourself, there won’t be a second date. ” “ BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 85. BRAND AWARENESS BRAND HEALTH CONVERSIONS LET PEOPLE GET TO… 1  KNOW YOUR BRAND
  • 86. BRAND AWARENESS BRAND HEALTH CONVERSIONS LET PEOPLE GET TO… 1  KNOW YOUR BRAND 2  LIKE YOUR BRAND
  • 87. LET PEOPLE GET TO… 1  KNOW YOUR BRAND 2  LIKE YOUR BRAND 3  TRUST YOUR BRAND ENOUGH TO BUY FROM YOU BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 88. Brand health measures how your digital audience feels about you. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 89. The percentage of visitors who enter your site and then leave, rather than continuing to view other pages. BRAND AWARENESS BRAND HEALTH CONVERSIONS WHAT TO MEASURE : ENGAGEMENT TIME ON SITE BOUNCE RATE The amount of time visitors spend on your site. REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS The number of times someone engages with your brand. Which content is resonating most with your audience. People giving your brand exclusive access to their inbox, opening the opportunity for you to market to them.
  • 90. The percentage of visitors who enter your site and then leave, rather than continuing to view other pages. WHAT TO MEASURE : ENGAGEMENT TIME ON SITE BOUNCE RATE The amount of time visitors spend on your site. REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS The number of times someone engages with your brand. Which content is resonating most with your audience. People giving your brand exclusive access to their inbox, opening the opportunity for you to market to them. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 91. The percentage of visitors who enter your site and then leave, rather than continuing to view other pages. WHAT TO MEASURE : ENGAGEMENT TIME ON SITE BOUNCE RATE The amount of time visitors spend on your site. REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS The number of times someone engages with your brand. Which content is resonating most with your audience. People giving your brand exclusive access to their inbox, opening the opportunity for you to market to them. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 92. The percentage of visitors who enter your site and then leave, rather than continuing to view other pages. WHAT TO MEASURE : ENGAGEMENT TIME ON SITE BOUNCE RATE The amount of time visitors spend on your site. REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS The number of times someone engages with your brand. Which content is resonating most with your audience. People giving your brand exclusive access to their inbox, opening the opportunity for you to market to them. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 93. The percentage of visitors who enter your site and then leave, rather than continuing to view other pages. WHAT TO MEASURE : ENGAGEMENT TIME ON SITE BOUNCE RATE The amount of time visitors spend on your site. REPEAT VISITORS SOCIAL LIKES SUBSCRIPTIONS The number of times someone engages with your brand. Which content is resonating most with your audience. People giving your brand exclusive access to their inbox, opening the opportunity for you to market to them. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 94. What “they” say about you. WHAT TO MEASURE : AUDIENCE GROWTH PAID VS. ORGANIC SEARCH TRAFFIC SOCIAL SHARES/ FOLLOWERS SHARE OF VOICE/ OFFSITE SEO Users who have subscribed to updates on your brand’s social accounts. Search traffic your site receives from paid search advertisements versus traffic due to a high organic search ranking. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 95. What “they” say about you. WHAT TO MEASURE : AUDIENCE GROWTH PAID VS. ORGANIC SEARCH TRAFFIC SOCIAL SHARES/ FOLLOWERS SHARE OF VOICE/ OFFSITE SEO Users who have subscribed to updates on your brand’s social accounts. Search traffic your site receives from paid search advertisements versus traffic due to a high organic search ranking. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 96. What “they” say about you. WHAT TO MEASURE : AUDIENCE GROWTH PAID VS. ORGANIC SEARCH TRAFFIC SOCIAL SHARES/ FOLLOWERS SHARE OF VOICE/ OFFSITE SEO Users who have subscribed to updates on your brand’s social accounts. Search traffic your site receives from paid search advertisements versus traffic due to a high organic search ranking. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 97. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: TIME ON SITE
  • 98. NOT ALL TIME ON SITE IS EQUAL. TIMEONSITE PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS AHIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BHIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS CLOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS DLOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS
  • 99. NOT ALL TIME ON SITE IS EQUAL. TIMEONSITE PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS AHIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BHIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS CLOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS DLOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS
  • 100. A. HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate a reading behavior pattern Lower number of page impressions may be negative for advertising related websites Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require a lot of time to read and understand the contents of the site. (ie: A professional services company) Sites that sell advertising
  • 101. A. HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate a reading behavior pattern Lower number of page impressions may be negative for advertising related websites Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require a lot of time to read and understand the contents of the site. (ie: A professional services company) Sites that sell advertising
  • 102. A. HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate a reading behavior pattern Lower number of page impressions may be negative for advertising related websites Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require a lot of time to read and understand the contents of the site. (ie: A professional services company) Sites that sell advertising
  • 103. A. HIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate a reading behavior pattern Lower number of page impressions may be negative for advertising related websites Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require a lot of time to read and understand the contents of the site. (ie: A professional services company) Sites that sell advertising
  • 104. NOT ALL TIME ON SITE IS EQUAL. TIMEONSITE PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS AHIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BHIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS CLOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS DLOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS
  • 105. B. HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate high level of interest and involvement with your site Could indicate user frustration difficulties navigating your site to find what they’re looking for Source: Panalysis, How to Interpret Time on Site, 2015 Where a high level of involvement is a key performance indicator (ie: advertising based sites selling banners based on page impressions) Where a site is for supporting visitors who should be able to readily access information or perform a task in a short period of time. (ie: Government and self service websites such as online banking)
  • 106. B. HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate high level of interest and involvement with your site Could indicate user frustration difficulties navigating your site to find what they’re looking for Source: Panalysis, How to Interpret Time on Site, 2015 Where a high level of involvement is a key performance indicator (ie: advertising based sites selling banners based on page impressions) Where a site is for supporting visitors who should be able to readily access information or perform a task in a short period of time. (ie: Government and self service websites such as online banking)
  • 107. B. HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate high level of interest and involvement with your site Could indicate user frustration difficulties navigating your site to find what they’re looking for Source: Panalysis, How to Interpret Time on Site, 2015 Where a high level of involvement is a key performance indicator (ie: advertising based sites selling banners based on page impressions) Where a site is for supporting visitors who should be able to readily access information or perform a task in a short period of time. (ie: Government and self service websites such as online banking)
  • 108. B. HIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate high level of interest and involvement with your site Could indicate user frustration difficulties navigating your site to find what they’re looking for Source: Panalysis, How to Interpret Time on Site, 2015 Where a high level of involvement is a key performance indicator (ie: advertising based sites selling banners based on page impressions) Where a site is for supporting visitors who should be able to readily access information or perform a task in a short period of time. (ie: Government and self service websites such as online banking)
  • 109. NOT ALL TIME ON SITE IS EQUAL. TIMEONSITE PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS AHIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BHIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS CLOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS DLOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS
  • 110. C. LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR For sites that only provide a simple response or quick answers Generally implies disinterest in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites where visitors are seeking answers (ie: directories) In this case, repeat visitor behavior is a crucial contributing factor. Most websites
  • 111. C. LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR For sites that only provide a simple response or quick answers Generally implies disinterest in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites where visitors are seeking answers (ie: directories) In this case, repeat visitor behavior is a crucial contributing factor. Most websites
  • 112. C. LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR For sites that only provide a simple response or quick answers Generally implies disinterest in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites where visitors are seeking answers (ie: directories) In this case, repeat visitor behavior is a crucial contributing factor. Most websites
  • 113. C. LOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR For sites that only provide a simple response or quick answers Generally implies disinterest in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites where visitors are seeking answers (ie: directories) In this case, repeat visitor behavior is a crucial contributing factor. Most websites
  • 114. NOT ALL TIME ON SITE IS EQUAL. TIMEONSITE PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS AHIGH TIME ON SITE, LOW NUMBER OF PAGE VIEWS BHIGH TIME ON SITE, HIGH NUMBER OF PAGE VIEWS CLOW TIME ON SITE, LOW NUMBER OF PAGE VIEWS DLOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS
  • 115. D. LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate success for sites that require visitors to complete tasks quickly Could indicate that visitors are lost in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require high involvement in short bursts (ie: banking sites, online applications) Complex websites, such as government agencies
  • 116. D. LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate success for sites that require visitors to complete tasks quickly Could indicate that visitors are lost in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require high involvement in short bursts (ie: banking sites, online applications) Complex websites, such as government agencies
  • 117. D. LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate success for sites that require visitors to complete tasks quickly Could indicate that visitors are lost in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require high involvement in short bursts (ie: banking sites, online applications) Complex websites, such as government agencies
  • 118. D. LOW TIME ON SITE, HIGH NUMBER OF PAGE VIEWS BRAND AWARENESS BRAND HEALTH CONVERSIONS THE GOOD THE BAD GOOD INDICATOR FOR POOR INDICATOR FOR May indicate success for sites that require visitors to complete tasks quickly Could indicate that visitors are lost in the site Source: Panalysis, How to Interpret Time on Site, 2015 Sites that require high involvement in short bursts (ie: banking sites, online applications) Complex websites, such as government agencies
  • 119. When determining your time on site goals, it’s important to keep in mind why someone is going to your site. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 120. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCUALTE THE VALUE OF: REPEAT VISITORS
  • 121. 96% of people visiting your site aren’t actually ready to purchase from you. Source: Social Media Today, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 122. So you need to think of other ways to bring prospects back to your site so that when they are ready to purchase, they choose you. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 123. Source: Inc, 2 Web Metrics You Should be Watching All the Time, 2014 If your ultimate goal is to sell a product or service, you're much more likely to sell to visitors who come back time after time. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 124. Source: Inc, 2 Web Metrics You Should be Watching All the Time, 2014 Repeat Visitor Ratio (RVR) measures the percentage of visitors who return to your site after an initial visit during some specific time period. Let’s say you got 4,000 visitors this month and 800 were repeat visitors. 800/4,000 = 20% BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 125. Source: Inc, 2 Web Metrics You Should be Watching All the Time, 2014 RVR is great way to determine whether you are successfully engaging your site visitors. New visitors are fine, but repeat visitors are great since once you "have" a new reader you don't have to spend time and money attracting that reader--your content is sufficient. So the higher your RVR the better your website must be at engaging the average new visitor. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 126. To put a monetary value on RVR, we need to look at the average amount you’re spending in advertising to drive net new traffic. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 127. For our example, let’s say you’re spending $5,000 per month on advertising to drive new visitors. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 128. For our example, let’s say you’re spending $5,000 per month on advertising to drive new visitors. If 80%, or 3,200 visitors are net new, you’re spending an average of $1.56 per visitor. $5,000 / 3,200 = $1.56 BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 129. For our example, let’s say you’re spending $5,000 per month on advertising to drive new visitors. If 80%, or 3,200 visitors are net new, you’re spending an average of $1.56 per visitor. $5,000 / 3,200 = $1.56 Taking that finding, we can then calculate the value of our 800 repeat visitors. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 130. For our example, let’s say you’re spending $5,000 per month on advertising to drive new visitors. If 80%, or 3,200 visitors are net new, you’re spending an average of $1.56 per visitor. $5,000 / 3,200 = $1.56 Taking that finding, we can then calculate the value of our 800 repeat visitors. 800 * $1.56 = $1,250 Therefore, our repeat visitors are valued at $1,250 per month. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 131. How do you improve your RVR? BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 132. 1.  Better target your marketing 2.  Provide great content 3.  Ensure site navigation is streamlined and intuitive 4.  Constantly create new content to keep the site fresh and relevant. BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Inc, 2 Web Metrics You Should be Watching All the Time, 2014 How do you improve your RVR?
  • 133. Don’t forget that while you want to increase the percentage of repeat visitors, you also want to increase the total number of visitors… BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 134. Don’t forget that while you want to increase the percentage of repeat visitors, you also want to increase the total number of visitors… Otherwise you’ll be preaching to the same choir. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 135. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: SOCIAL LIKES
  • 136. Social “likes” are a light indicator for whether or not your audience is resonating with your content. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 137. While many have tried, it is difficult to assess real value in a like. However, it is important to track social shares over time to ensure your content is reaching baseline or increasing level of engagement. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 138. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: SUBSCRIPTIONS
  • 139. Source: AMEX Open Forum, What’s Your Email List Worth (In Actual Dollars)?, 2013 Your email list is an asset, and should be valued as such. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 140. Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS FIRST THING’S FIRST:
  • 141. Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS POSITIVE RETURN DIMINISHING POSTIIVE RETURN MAXIMUM ALLOWABLE COST FIRST THING’S FIRST: You must know your maximum allowable cost threshold for getting a new subscriber, otherwise, you’re spending in the dark.
  • 142. NEGATIVE RETURNS! Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 FIRST THING’S FIRST: You must know your maximum allowable cost threshold for getting a new subscriber, otherwise, you’re spending in the dark. or, worse yet, to the point of negative returns. BRAND AWARENESS BRAND HEALTH CONVERSIONS POSITIVE RETURN DIMINISHING POSTIIVE RETURN MAXIMUM ALLOWABLE COST
  • 143. Knowing your cost to obtain a new list member is the only way to determine how much you can actually afford to invest in growing your list sign-up… Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 144. Knowing your cost to obtain a new list member is the only way to determine how much you can actually afford to invest in growing your list sign-up… And what your maximum allowable cost to obtain a new subscriber should be. Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 145. As a rule of thumb, your list sign-up cost per acquisition (CPA) should be well under your average sale amount from a new customer and within range of what you pay to obtain other valuable actions, such as webinar sign-ups, free content downloads or even direct sales. Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 146. Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) FACEBOOK AD 200 $2.30 TWITTER 400 $1.00 PAID SEARCH 300 $2.00 WEBINAR 100 $0.10 First, calculate what it actually costs you to get a new subscriber from each list-building method. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 147. Source: MarketingProfs, The Art and Science of Growing Your Email List, 2014 Now we need to determine your maximum allowable CPA for acquiring a new list member, and continue to invest in the methods that fall at or below your CPA. First, calculate what it actually costs you to get a new subscriber from each list-building method. BRAND AWARENESS BRAND HEALTH CONVERSIONS METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) FACEBOOK AD 200 $2.30 TWITTER 400 $1.00 PAID SEARCH 300 $2.00 WEBINAR 100 $0.10
  • 148. BRAND AWARENESS BRAND HEALTH CONVERSIONS Let’s say you’ve tested a few tactics and decided that your maximum allowable CPA for a new email address is $1.50. MAXIMUM ALLOWABLE COST $1.50
  • 149. BRAND AWARENESS BRAND HEALTH CONVERSIONS METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) FACEBOOK AD 200 $2.30 TWITTER 400 $1.00 PAID SEARCH 300 $2.00 WEBINAR 100 $0.10 Moving forward, you’ll want to continue pursuing all methods costing $1.50 or less.
  • 150. BRAND AWARENESS BRAND HEALTH CONVERSIONS METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) FACEBOOK AD 200 $2.30 30% $100 TWITTER 400 $1.00 5% $100 PAID SEARCH 300 $2.00 15% $150 WEBINAR 100 $0.10 5% $200 Over time, we need to also measure the quality of the subscribers on your list by monitoring things like average sale value and unsubscribe rate.
  • 151. BRAND AWARENESS BRAND HEALTH CONVERSIONS METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) FACEBOOK AD 200 $2.30 30% $100 TWITTER 400 $1.00 5% $100 PAID SEARCH 300 $2.00 15% $150 WEBINAR 100 $0.10 5% $200 When you analyze the data, you’ll easily be able to spot the methods that produce the best quality and quantity of subscribers within your allowable CPA.
  • 152. BRAND AWARENESS BRAND HEALTH CONVERSIONS METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) FACEBOOK AD 200 $2.30 30% $100 TWITTER 400 $1.00 5% $100 PAID SEARCH 300 $2.00 15% $150 WEBINAR 100 $0.10 5% $200 When you analyze the data, you’ll easily be able to spot the methods that produce the best quality and quantity of subscribers within your allowable CPA. The higher the quality of subscribers you attract, the more likely they are to convert to becoming not only customers but also your best customers-resulting in more revenue from which to raise your CPA.
  • 153. BRAND AWARENESS BRAND HEALTH CONVERSIONS METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) FACEBOOK AD 200 $2.30 30% $100 TWITTER 400 $1.00 5% $100 PAID SEARCH 300 $2.00 15% $150 WEBINAR 100 $0.10 5% $200 To calculate the value per subscriber, we need find the difference between the sale value and cost per acquisition for the subscribers. To do this, we use the formula below: VALUE PER SUBSCRIBER = ( QOS * ASV * ( 1 – UR ) – QOS * CPA ) / QOS
  • 154. BRAND AWARENESS BRAND HEALTH CONVERSIONSBRAND AWARENESS BRAND HEALTH CONVERSIONS METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) TOTAL VALUE (TV) VALUE PER SUBSCRIBER (VPS) FACEBOOK AD 200 $2.30 30% $100 $13,540 $67.70 TWITTER 400 $1.00 5% $100 $37,600 $94 PAID SEARCH 300 $2.00 15% $150 $37,650 $125.50 WEBINAR 100 $0.10 5% $200 $18,990 $189.90 We’ll use Facebook Ads as an example: VALUE PER SUBSCRIBER = ( QOS * ASV * ( 1 – UR ) – QOS * CPA ) / QOS VALUE PER SUBSCRIBER = ( 200 * 100 * ( 1 – 0.30 ) – 200 * 2.30 ) / 200 Therefore, the value of each Facebook subscription is $67.70
  • 155. BRAND AWARENESS BRAND HEALTH CONVERSIONS METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) TOTAL VALUE (TV) VALUE PER SUBSCRIBER (VPS) FACEBOOK AD 200 $2.30 30% $100 $13,540 $67.70 TWITTER 400 $1.00 5% $100 $37,600 $94 PAID SEARCH 300 $2.00 15% $150 $37,650 $125.50 WEBINAR 100 $0.10 5% $200 $18,990 $189.90 Based on these calculations, we can see that paid search and webinar methods return the most value per subscriber.
  • 156. BRAND AWARENESS BRAND HEALTH CONVERSIONS Based on these calculations, we can see that paid search and webinar methods return the most value per subscriber. However, since paid search’s CPA is more expensive than our maximum allowance of $1.50, we should defer to webinar and Twitter tactics. METHOD QUANTITY OF SUBSCRIBERS (QOS) COST PER ACQUISITION (CPA) UNSUBSCRIBE RATE (UR) AVERAGE SALE VALUE (ASV) TOTAL VALUE (TV) VALUE PER SUBSCRIBER (VPS) FACEBOOK AD 200 $2.30 30% $100 $13,540 $67.70 TWITTER 400 $1.00 5% $100 $37,600 $94 PAID SEARCH 300 $2.00 15% $150 $37,650 $125.50 WEBINAR 100 $0.10 5% $200 $18,990 $189.90
  • 157. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: BOUNCE RATE
  • 158. Your site’s bounce rate is a metric that indicates the percentage of people who land on one of your web pages and then leave without clicking anywhere else on your site. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 159. Source: Hubspot, How to Decrease Your Website’s Bounce Rate, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS A high bounce rate is a reason for concern since it indicates that your website visitors aren’t looking for more content on your site, clicking on calls-to-action, or converting into contacts.
  • 160. A high bounce rate is a reason for concern since it indicates that your website visitors aren’t looking for more content on your site, clicking on calls-to-action, or converting into contacts. Since attracting and converting visitors into qualified leads is the main objective for content marketing, this is an important metric to measure and improve. Source: Hubspot, How to Decrease Your Website’s Bounce Rate, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 161. How should your site stack up? Here are some good bounce rate benchmarks: Source: Hubspot, How to Decrease Your Website’s Bounce Rate, 2014 BRAND AWARENESS BRAND HEALTH CONVERSIONS CONTENT WEBSITES 10 20 30 40 50 60 70 80 90 % LEAD GENERATION 10 20 30 40 50 60 70 80 90 % BLOGS 10 20 30 40 50 60 70 80 90 % RETAIL SITES 10 20 30 40 50 60 70 80 90 % SERVICE SITES 10 20 30 40 50 60 70 80 90 % LANDING PAGES 10 20 30 40 50 60 70 80 90 % 40% - 60% 30% - 50% 20% - 40% 10% - 30% 70% - 90% 70% - 98%
  • 162. Why do visitors bounce? Two reasons: 1  They didn’t find what they were looking for 2  The page wasn’t user-friendly BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Hubspot, How to Decrease Your Website’s Bounce Rate, 2014
  • 163. So what can you do to improve your site’s bounce rate? BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 164. Attract the right visitors •  Choose the right keywords to match your content -- not just to attract the most number of visitors •  Maintain top rankings for branded terms •  Write attractive, useful meta descriptions for search engine users BRAND AWARENESS BRAND HEALTH CONVERSIONS ATTRACT THE RIGHT VISITORS Choose the right keywords to match your content, not just attract any visitors Create multiple landing pages with unique content and keywords for different types of visitors Write attractive, useful meta-descriptions for search engine users Maintain top rankings for branded terms. Improve targeting of online advertising campaigns. Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014
  • 165. BRAND AWARENESS BRAND HEALTH CONVERSIONS Enhance usability •  Make your text readable through sensible organization and the use of larger fonts, bulleted lists, white space, good color contrast, and large headlines •  Use well-organized, responsive layouts that allow for quick and easy navigation on all platforms and browsers ENHANCE USABILITY 16 34 25 GOOD COLOR CONTRAST LARGE HEADLINES SENSIBLE ORGANIZATION BULLETED LISTS LARGER FONTSWHITE SPACE MAKE TEXT READABLE Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014
  • 166. BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014 Use a good layout •  Quick navigation •  Easy to find search •  Content in sections •  Responsive layout for multiple platforms and browsers USE GOOD LAYOUT Responsive layout for multiple platforms and browsers 17.4% of views from mobile devices EASY TO FIND SEARCH QUICK NAVIGATION CONTENT IN SECTIONS
  • 167. BRAND AWARENESS BRAND HEALTH CONVERSIONS Speed up page load •  Use little or no self-loading multimedia content. •  Set external links to open in new browser windows/tabs. •  Don’t let ads distract from your content: Place static ads to sides, and avoid pop-ups and self-loading multimedia ads SPEED UP PAGELOAD USE LITTLE OR NO SELF-LOADING MULTIMEDIA CONTENT. SET EXTERNAL LINKS TO OPEN IN NEW WINDOWS DON’T LET ADS DISTRACT Place static ads to sides Avoid pop-ups Avoid self-loading multimedia ads Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014
  • 168. BRAND AWARENESS BRAND HEALTH CONVERSIONS Provide good content •  Have an obvious main message •  Use clear headers and subheads •  Tailor content to intended visitors •  Use stylish copy and images •  Make your content error-free •  Include a clear call-to-action and obvious links to next steps PROVIDE GOOD CONTENT 1 Obvious main message 2 Clear heads and subheads 6 Clear call to action 3 Tailored to intended visitors 4 Stylish copy and images 5 Few errors 7 Obvious links to next steps Source: Small biz trends, 2014 + Hubspot, How to Decrease Your Website’s Bounce Rate, 2014
  • 169. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: PAID VS. ORGANIC SEARCH TRAFFIC
  • 170. Content marketing allows you to gain additional reach, engagement and conversion without having to pay for it. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 171. Content marketing allows you to gain additional reach, engagement and conversion without having to pay for it. You can literally earn your audience’s attention vs. buying it. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 172. Organic search traffic can be calculated easily via Google Analytics. 1  Go to Acquisition 2  Campaigns 3  Organic Keywords BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 173. You will then see the keywords people have used to find your website and the number of visits and percentage of overall visits you have received from each keyword. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 174. You will then see the keywords people have used to find your website and the number of visits and percentage of overall visits you have received from each keyword. In this example, the site has received 359,953 visits from organic search traffic, totaling 25% of overall traffic. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 175. Next we want to see how much paid traffic we’re receiving, which we can also find in Google Analytics’ ‘Paid Keywords.’ In this example, let’s say we spend $100,000 on paid search traffic for 1,078,779 visits. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 176. Based on those numbers and percentages, we can calculate the value of that organic traffic. In this example, let’s say we spend $100,000 on paid search traffic. 1,078,779 359,593 $100,000 X CROSS MULTIPLY & DIVIDE TO FIND “X” BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 177. Based on those numbers and percentages, we can calculate the value of that organic traffic. In this example, let’s say we spend $100,000 on paid search traffic. 1,078,779 359,593 $100,000 X CROSS MULTIPLY & DIVIDE TO FIND “X” ALGEBRA DOES COME IN HANDY! BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 178. Based on those numbers and percentages, we can calculate the value of that organic traffic. In this example, let’s say we spend $100,000 on paid search traffic. 1,078,779 359,593 $100,000 X CROSS MULTIPLY & DIVIDE TO FIND “X” ALGEBRA DOES COME IN HANDY! PAID ORGANIC TRAFFIC PERCENTAGE 75% 25% TOTAL TRAFFIC 1,078,779 359,593 COST/VALUE $100,000 $33,333 ORGANIC SEARCH TRAFFIC IS WORTH $33,333 BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 179. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: SOCIAL SHARES + FOLLOWERS
  • 180. While social shares can be seen as an engagement metric, but should be quantified as a free source of distribution and reach. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 181. Let’s say you spend $1,000 on paid social distribution and reached 5,000 viewers. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 182. BRAND AWARENESS BRAND HEALTH CONVERSIONS Let’s say you spend $1,000 on paid social distribution and reached 5,000 viewers. For this campaign, each view was worth $0.20 ($1,000/5000).
  • 183. BRAND AWARENESS BRAND HEALTH CONVERSIONS Let’s say you spend $1,000 on paid social distribution and reached 5,000 viewers. For this campaign, each view was worth $0.20 ($1,000/5000). Now let’s say a social post was shared organically by your followers and reached 500 viewers.
  • 184. Let’s say you spend $1,000 on paid social distribution and reached 5,000 viewers. For this campaign, each view was worth $0.20 ($1,000/5000). Now let’s say a social post was shared organically by your followers and reached 500 viewers. Based on the value of each view from our paid distribution, we can also value our 500 organic views at $0.20 each, or $100 total. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 185. Brands should also track if their social follower growth positively correlates with their total number of shares. If it does, this would indicate that your organic social shares are reaching the right audience for your brand. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 186. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCUALTE THE VALUE OF: SHARE OF VOICE/OFFSITE SEO
  • 187. Google has stated that it uses more than 200 factors to rank a web page, but which are the most important? Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site, BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 188. There is one thing virtually all SEO experts agree upon: The number and quality of links coming into your site is near the top of the list. BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
  • 189. So how can you measure your off-site SEO? BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
  • 190. So how can you measure your off-site SEO? •  Measure your inbound links and their value. An easy way to do this is by plugging your site URL into Open Site Explorer. (https://moz.com/researchtools/ose/) BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
  • 191. So how can you measure your off-site SEO? •  Measure your inbound links and their value. An easy way to do this is by plugging your site URL into Open Site Explorer. (https://moz.com/researchtools/ose/) •  With this tool, you can see all inbound links, see your top-linked pages, sort by linking domains, see the anchor text other sites use to link to you. BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
  • 192. So how can you measure your off-site SEO? •  Measure your inbound links and their value. An easy way to do this is by plugging your site URL into Open Site Explorer. (https://moz.com/researchtools/ose/) •  With this tool, you can see all inbound links, see your top-linked pages, sort by linking domains, see the anchor text other sites use to link to you. •  Do the same with your competitors’ sites and compare BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site,
  • 193. BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site, What to do with this data?
  • 194. BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site, What to do with this data? •  Scan your highest-authority inbound links for opportunity to get other similar links
  • 195. BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site, What to do with this data? •  Scan your highest-authority inbound links for opportunity to get other similar links •  Scan your competitors’ highest-authority inbound links. Can you get those links too, or do they provide ideas for getting similar links?
  • 196. BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site, What to do with this data? •  Scan your highest-authority inbound links for opportunity to get other similar links •  Scan your competitors’ highest-authority inbound links. Can you get those links too, or do they provide ideas for getting similar links? •  Inbound links from non-profit (.org) and education (.edu) sites are especially powerful
  • 197. BRAND AWARENESS BRAND HEALTH CONVERSIONS Source: Altitude Marketing, SEO Checklist Part 2: Measure and Improve Off-site SEO Factors That Drive Organic Search Traffic to Your Site, What to do with this data? •  Scan your highest-authority inbound links for opportunity to get other similar links •  Scan your competitors’ highest-authority inbound links. Can you get those links too, or do they provide ideas for getting similar links? •  Inbound links from non-profit (.org) and education (.edu) sites are especially powerful •  Build your inbound links gradually. Google algorithms will notice, and may penalize a quick accumulation of links
  • 198. BRAND AWARENESS BRAND HEALTH CONVERSIONS CONVERSIONS YOU NEVER WOULD HAVE REACHED BUSINESS CASE 3
  • 199. These are prospects who became customers because of either helpful, useful and/or entertaining content you provided them. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 200. BRAND AWARENESS BRAND HEALTH CONVERSIONS Percentage of people who take a desired action. WHAT TO MEASURE : COST PER LEAD PERCENTAGE OF LEADS SOURCED CONVERSIONS Amount your brand spends to acquire a lead. Percentage of leads sourced by content compared to other marketing programs.
  • 201. BRAND AWARENESS BRAND HEALTH CONVERSIONS Percentage of people who take a desired action. WHAT TO MEASURE : COST PER LEAD PERCENTAGE OF LEADS SOURCED CONVERSIONS Amount your brand pays in advertising to acquire a lead. Percentage of leads sourced by content compared to other marketing programs.
  • 202. BRAND AWARENESS BRAND HEALTH CONVERSIONS Percentage of people who take a desired action. WHAT TO MEASURE : COST PER LEAD PERCENTAGE OF LEADS SOURCED CONVERSIONS Amount your brand pays in advertising to acquire a lead. Percentage of leads sourced by content compared to other marketing programs.
  • 203. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: COST PER LEAD
  • 204. Calculating content marketing’s cost per lead is crucial in order to benchmark your program’s effectiveness against other marketing programs. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 205. Determining this is quite simple. To begin, we need to know the costs accrued to create and distribute the content. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 206. CONTENT ACTIVITY COST ROI Guide Creation $3,000 ROI Guide Sponsored Email $10,000 Strategy Guide Creation $3,000 Strategy Guide Sponsored Webinar $20,000 BRAND AWARENESS BRAND HEALTH CONVERSIONS In this example, we’ve created two pieces of content: •  For the ROI Guide, we spent $3,000 to create and invested $10,000 to distribute.
  • 207. CONTENT ACTIVITY COST ROI Guide Creation $3,000 ROI Guide Sponsored Email $10,000 Strategy Guide Creation $3,000 Strategy Guide Sponsored Webinar $20,000 BRAND AWARENESS BRAND HEALTH CONVERSIONS In this example, we’ve created two pieces of content: •  For the ROI Guide, we spent $3,000 to create and invested $10,000 to distribute. •  For the Strategy Guide we also spent $3,000 to create, but spent $20,000 to distribute. •  Combining these costs, we can see that the ROI Guide cost us $13,000 and the Strategy Guide cost us $23,000.
  • 208. CONTENT ACTIVITY COST TOTAL COST ROI Guide Creation $3,000 $13,000 ROI Guide Sponsored Email $10,000 Strategy Guide Creation $3,000 $23,000 Strategy Guide Sponsored Webinar $20,000 BRAND AWARENESS BRAND HEALTH CONVERSIONS In this example, we’ve created two pieces of content: •  For the ROI Guide, we spent $3,000 to create and invested $10,000 to distribute. •  For the Strategy Guide we also spent $3,000 to create, but spent $20,000 to distribute. •  Combining these costs, we can see that the ROI Guide cost us $13,000 and the Strategy Guide cost us $23,000.
  • 209. BRAND AWARENESS BRAND HEALTH CONVERSIONS Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualified lead.
  • 210. BRAND AWARENESS BRAND HEALTH CONVERSIONS CHANNEL COST NEW LEADS MQLs ROI Guide $13,000 550 205 Strategy Guide $23,000 700 130 Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualified lead. •  Our ROI Guide generated 550 new leads, 205 of which were qualified leads.
  • 211. BRAND AWARENESS BRAND HEALTH CONVERSIONS CHANNEL COST NEW LEADS MQLs ROI Guide $13,000 550 205 Strategy Guide $23,000 700 130 Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualified lead. •  Our ROI Guide generated 550 new leads, 205 of which were qualified leads. •  To calculate cost per lead, we want to take the total cost ($13,000) divided by the total number of qualified leads (205).
  • 212. BRAND AWARENESS BRAND HEALTH CONVERSIONS CHANNEL COST NEW LEADS MQLs ROI Guide $13,000 550 205 Strategy Guide $23,000 700 130 Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualified lead. •  Our ROI Guide generated 550 new leads, 205 of which were qualified leads. •  To calculate cost per lead, we want to take the total cost ($13,000) divided by the total number of qualified leads (205). •  $13,000 / 205 = $63
  • 213. BRAND AWARENESS BRAND HEALTH CONVERSIONS CHANNEL COST NEW LEADS MQLs CPMQL ROI Guide $13,000 550 205 $63 Strategy Guide $23,000 700 130 $177 Now that we know how much our content cost to create and distribute, let’s see how the content did in terms of lead generation to calculate cost per qualified lead. •  Our ROI Guide generated 550 new leads, 205 of which were qualified leads. •  To calculate cost per lead, we want to take the total cost ($13,000) divided by the total number of qualified leads (205). •  $13,000 / 205 = $63 •  Therefore, our ROI Guide cost $63 per qualified lead.
  • 214. BRAND AWARENESS BRAND HEALTH CONVERSIONS CHANNEL COST NEW LEADS MQLs CPMQL ROI Guide $13,000 550 205 $63 Strategy Guide $23,000 700 130 $177 To determine an accurate average total cost per lead of content marketing, we’d want to take a larger sample, but for the purpose of this guide, we’ll simplify and average these two costs.
  • 215. BRAND AWARENESS BRAND HEALTH CONVERSIONS CHANNEL COST NEW LEADS MQLs CPMQL ROI Guide $13,000 550 205 $63 Strategy Guide $23,000 700 130 $177 To determine an accurate average total cost per lead of content marketing, we’d want to take a larger sample, but for the purpose of this guide, we’ll simplify and average these two costs. $63 + $177 / 2 = $120
  • 216. BRAND AWARENESS BRAND HEALTH CONVERSIONS CHANNEL COST NEW LEADS MQLs CPMQL ROI Guide $13,000 550 205 $63 Strategy Guide $23,000 700 130 $177 To determine an accurate average total cost per lead of content marketing, we’d want to take a larger sample, but for the purpose of this guide, we’ll simplify and average these two costs. $63 + $177 / 2 = $120 Therefore our average total cost per lead for content marketing is $120.
  • 217. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: PERCENTAGE OF LEADS SOURCED
  • 218. In order to determine the percentage of leads from content marketing, we first need to gather total number of leads sourced from other marketing programs. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 219. BRAND AWARENESS BRAND HEALTH CONVERSIONS Looking at this gathered data, we see that content marketing accounts for 205 of the total 710 marketing qualified leads. PROGRAM MQLs Content 205 Events 300 Advertising 30 Email 100 Public Relations 75 Total 710
  • 220. BRAND AWARENESS BRAND HEALTH CONVERSIONS Looking at this gathered data, we see that content marketing accounts for 205 of the total 710 marketing qualified leads. To find the percentage, we take 205/710 to find that content marketing accounts for 28.9% of total qualified leads. PROGRAM MQLs PERCENTAGE Content 205 28.9% Events 300 42.2% Advertising 30 4.2% Email 100 14.2% Public Relations 75 10.5% Total 710 100% EVENTS ADVERTISING CONTENT EMAIL PUBLIC RELATIONS
  • 221. BRAND AWARENESS BRAND HEALTH CONVERSIONS HOW TO CALCULATE THE VALUE OF: CONVERSIONS
  • 222. Finally, to determine the actual revenue sourced by content marketing, we need to look at conversions. BRAND AWARENESS BRAND HEALTH CONVERSIONS
  • 223. BRAND AWARENESS BRAND HEALTH CONVERSIONS PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE Content 205 50% $500 For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500.
  • 224. BRAND AWARENESS BRAND HEALTH CONVERSIONS PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE Content 205 50% $500 For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500. •  To find our total conversions, we need to multiply our total qualified leads by 50%.
  • 225. BRAND AWARENESS BRAND HEALTH CONVERSIONS PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE CONVERSIONS Content 205 50% $500 102.5 For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500. •  To find our total conversions, we need to multiply our total qualified leads by 50%. •  205 * 50% = 102.5 conversions
  • 226. BRAND AWARENESS BRAND HEALTH CONVERSIONS PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE CONVERSIONS Content 205 50% $500 102.5 For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500. •  To find our total conversions, we need to multiply our total qualified leads by 50%. •  205 * 50% = 102.5 conversions •  Based on that finding we assume these sales will average $500, so to find the total value we •  multiply 102.5 * $500 = $51,000
  • 227. BRAND AWARENESS BRAND HEALTH CONVERSIONS PROGRAM MQLs CONVERSION RATE AVERAGE SALES VALUE CONVERSIONS TOTAL CONVERSION VALUE Content 205 50% $500 102.5 $51,000 For this example, let’s say our content marketing has a conversion rate of 50% and the average sale is worth $500. •  To find our total conversions, we need to multiply our total qualified leads by 50%. •  205 * 50% = 102.5 conversions •  Based on that finding we assume these sales will average $500, so to find the total value we •  multiply 102.5 * $500 = $51,000 •  Therefore, our total content marketing conversions are worth $51,000
  • 228. WANT TO LEARN MORE? Our team of strategists can help your brand build a marketing growth engine. From ongoing support and program management, to customized strategy sessions and workshops, we’ll set your brand up for success.
  • 229. Introducing NewsCred. THE MOST COMPREHENSIVE CONTENT MARKETING SOLUTION. SOFTWARE SERVICESCONTENT Social Content Production Workflows & Social Governance Global Asset Management Social Publishing & Distribution Performance Measurement Global Implementation 24/7 Support & Training Strategy Workshops Editorial Consulting 5,000 Licensed Publishers Original Content Network Rights-cleared UGC