The content marketing
landscape
#readmyebook
Everyone is doing content
marketing
Source: Content Marketing Chaos, Kapost
#readmyebook
Everyone is doing content
marketing
Source: Content Marketing Chaos, Kapost
8%
of all marketers
are nuts
#readmyebook
...and it’s still not enough
Source: 2014 B2B Content Marketing Trends—North America,, Content Marketing Inst...
#readmyebook
Most companies plan to do more
Source: 2014 B2B Content Marketing Trends—North America,, Content Marketing In...
#readmyebook
Perceived Reality
Hmm...I wonder if
anyone has written
an engaging ebook
on this topic...
#readmyebook
Reality
I’m
exhausted.
Is there any
chance Bob
will have
those TPS
reports to me
on time to hit
the deadline?...
$56,700
$142,400
$335,200
$1,057,300
60%
70%
77%
83%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
$0
$200,000
$400,000
$600,000
...
Building your
audience
#readmyebook
Distribution Channels
Owned
- Blog
- Co-marketing
- Social
- SEO
Earned
- Viral
- PR
- Word-of-mouth
Paid
- D...
#readmyebook
Distribution Channels
Owned
- Blog
- Co-marketing
- Social
- SEO
Earned
- Viral
- PR
- Word-of-mouth
Paid
- D...
#readmyebook
Even the inbound masters use it
#readmyebook
Owned
Paid
Earned
Grow your audience
#readmyebook
How this looks
Getting started
#readmyebook
Step 1: pick your channel
High Intent:
Searching for your product
Organic Search
Retargeting
Paid Search
Disp...
#readmyebook
Step 2: prepare your follow-up
High Intent:
Searching for your product
Organic Search
Retargeting
Paid Search...
#readmyebook
Step 2: prepare your follow-up
1 Landing page: content
offer
2 Nurturing emails
3 Sales call/email
4 Convert ...
#readmyebook
Step 3: determine your budget
LTV: $4500/customer
Acquisition budget: $1500/new
customer
SaaS Rule of 1/3
#readmyebook
Step 3: determine your budget
$1500
Customer Acquisition Goal
(1/3 LTV/ new customer)
2%Average Conversion Ra...
#readmyebook
Step 4: set up your campaign
Simple naming
conventions
Lowercase
Link lead to
campaign
#readmyebook
Step 4: set up your campaign
http://go.rjmetrics.com/calculating-roi-using-
clv?utm_campaign=twitter+roi-
key...
Step 4: set up your campaign
#readmyebook
Step 5: Go!
#readmyebook
Step 5: measure performance
1 Spend
2 Impressions
3 Clicks
4 Leads
5 Qualified Leads
6 Customers
Things to think about for
the future
#readmyebook
Future considerations
1. What’s the lifetime value of customers acquired through
these channels?
2. What piec...
Thank you.
Improve the ROI of Your Content Marketing
Improve the ROI of Your Content Marketing
Improve the ROI of Your Content Marketing
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Improve the ROI of Your Content Marketing

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There are a lot of people creating content -- really, really good content. With increasing competition, how can content marketers ensure that they are getting in front of the right people?

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Improve the ROI of Your Content Marketing

  1. 1. The content marketing landscape
  2. 2. #readmyebook Everyone is doing content marketing Source: Content Marketing Chaos, Kapost
  3. 3. #readmyebook Everyone is doing content marketing Source: Content Marketing Chaos, Kapost 8% of all marketers are nuts
  4. 4. #readmyebook ...and it’s still not enough Source: 2014 B2B Content Marketing Trends—North America,, Content Marketing Institute
  5. 5. #readmyebook Most companies plan to do more Source: 2014 B2B Content Marketing Trends—North America,, Content Marketing Institute 58% of marketers plan to increase the amount of content they’re producing over the next 12 months
  6. 6. #readmyebook Perceived Reality Hmm...I wonder if anyone has written an engaging ebook on this topic...
  7. 7. #readmyebook Reality I’m exhausted. Is there any chance Bob will have those TPS reports to me on time to hit the deadline? How do other companies manage TPS reports? I can’t wait to catch up on Game of Thrones tonight Are we out of coffee?
  8. 8. $56,700 $142,400 $335,200 $1,057,300 60% 70% 77% 83% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% $0 $200,000 $400,000 $600,000 $800,000 $1,000,000 $1,200,000 1 2 3 4 Content Marketing Spend by Company Size Total Percent of Total Spent on Distribution Source: Custom Content Council, 2012 Fewer than 10 employees 10 to 99 employees 100-999 employees 1000+ employees
  9. 9. Building your audience
  10. 10. #readmyebook Distribution Channels Owned - Blog - Co-marketing - Social - SEO Earned - Viral - PR - Word-of-mouth Paid - Display - Search - Social
  11. 11. #readmyebook Distribution Channels Owned - Blog - Co-marketing - Social - SEO Earned - Viral - PR - Word-of-mouth Paid - Display - Search - Social
  12. 12. #readmyebook Even the inbound masters use it
  13. 13. #readmyebook Owned Paid Earned Grow your audience
  14. 14. #readmyebook How this looks
  15. 15. Getting started
  16. 16. #readmyebook Step 1: pick your channel High Intent: Searching for your product Organic Search Retargeting Paid Search Display Ads Mobile Ads Social Low Intent: Not searching for your product
  17. 17. #readmyebook Step 2: prepare your follow-up High Intent: Searching for your product Organic Search Retargeting Paid Search 1 Landing page: free trial offer 2 Sales call/email 3 Convert to paying customer
  18. 18. #readmyebook Step 2: prepare your follow-up 1 Landing page: content offer 2 Nurturing emails 3 Sales call/email 4 Convert to paying customer Display Ads Mobile Ads Social Low Intent: Not searching for your product
  19. 19. #readmyebook Step 3: determine your budget LTV: $4500/customer Acquisition budget: $1500/new customer SaaS Rule of 1/3
  20. 20. #readmyebook Step 3: determine your budget $1500 Customer Acquisition Goal (1/3 LTV/ new customer) 2%Average Conversion Rate 50Leads/ sale $30Cost/ Lead Goal =
  21. 21. #readmyebook Step 4: set up your campaign Simple naming conventions Lowercase Link lead to campaign
  22. 22. #readmyebook Step 4: set up your campaign http://go.rjmetrics.com/calculating-roi-using- clv?utm_campaign=twitter+roi- keywords&utm_source=twitter&utm_med ium=cpc&utm_content=whitepaper
  23. 23. Step 4: set up your campaign
  24. 24. #readmyebook Step 5: Go!
  25. 25. #readmyebook Step 5: measure performance 1 Spend 2 Impressions 3 Clicks 4 Leads 5 Qualified Leads 6 Customers
  26. 26. Things to think about for the future
  27. 27. #readmyebook Future considerations 1. What’s the lifetime value of customers acquired through these channels? 2. What pieces of content are turning paid leads into paying customers? 3. Is my paid audience promoting my brand?
  28. 28. Thank you.

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