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How to generate ROI out of your content marketing in 2016

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As Content Marketing matures, the ROI question becomes a burning one. Where is the ROI in content marketing? How do you achieve it? These are the slides of the webinar we did this week - our most attended one so far - where Steve Rayson from Buzzsumo and Guillaume Decugis, our co-founder & CEO, presented their best practices and findings for content marketing ROI.

Published in: Marketing

How to generate ROI out of your content marketing in 2016

  1. 1. 1 @gdecugis How to generate ROI out of your Content Marketing in 2016 #ContentROI Live Q&A with Steve Rayson, Director of Buzzsumo and Guillaume Decugis, CEO of Scoop.it Wednesday, January 20th
  2. 2. 2 @gdecugis Content Generate leads Nurture prospects Engage customers Brand awareness Traffic and SEO Goals of Content Marketers Source: Content Marketing Institute / MarketingProfs Content has become the fuel of marketing
  3. 3. 3 @gdecugis But content is a major struggle for marketers
  4. 4. 4 @gdecugis Google and Social Networks want you to produce fresh quality content constantly
  5. 5. 5 @gdecugis But it’s hard because content is costly and time-consuming to produce
  6. 6. 6 @gdecugis Content distribution is complex Organic reach is declining as social networks want marketers to pay for play
  7. 7. 7 @gdecugis Way complex
  8. 8. 8 @gdecugis And so is understanding what works and what doesn’t
  9. 9. 9 @gdecugis What is Content Marketing ROI? ROI = Return Investment $Cost of producing content $Cost of sourcing content externally $Time spent planning and managing a content strategy $Content distribution, advertising costs $Software and tools $Brand awareness, thought leadership $Leads and revenue $SEO $Traffic $Conversions
  10. 10. 10 @gdecugis Marketers need lean content strategies to achieve ROI Low cost but no impact Low cost / fast / high impact Costly Flops Costly Wins Cost / Time Impact
  11. 11. 11 @gdecugis Lean content marketing: optimizing the content marketing lifecycle to generate ROI Plan Produce DistributeAmplify Analyze Strategize Best practices to: •Align results and investments •Amplify results •Save costs
  12. 12. 12 @gdecugis Lean content marketing: optimizing the content marketing lifecycle to generate ROI Plan Produce DistributeAmplify Analyze Strategize
  13. 13. 13 @gdecugis Strategize “Answer your prospects’ Top 30 questions” Barry Feldmann Founder & CEO, Feldman Creative @feldmancreative
  14. 14. 14 @gdecugis As prospects move down your funnel, they have questions. List them. FAQ’s by stage • How should I think about my problem? • What is XXX? • How can I be better at XXX? • What are best practices on XXX? • How do others solve my problem? • Are there solutions? • How does this product solve my problem? • How does it compare with alternatives? • Has it worked for others? TOFU (Awareness) MOFU (Consideration) BOFU (Decision) Define buyer personas Listen to customers Collect FAQ’s from sales
  15. 15. 15 @gdecugis Answer them. FAQ’s by stage • How should I think about my problem? • What is XXX? • How can I be better at XXX? • What are best practices on XXX? • How do others solve my problem? • Are there solutions? • How does this product solve my problem? • How does it compare with alternatives? • Has it worked for others? TOFU (Awareness) MOFU (Consideration) BOFU (Decision) Your answers = content to produce • Your doctrine on this topic • Useful • Educational • Unbiased, trustworthy
  16. 16. 16 @gdecugis All quality content should convert: plan your CTA’s. FAQ’s by stage • How should I think about my problem? • What is XXX? • How can I be better at XXX? • What are best practices on XXX? • How do others solve my problem? • Are there solutions? • How does this product solve my problem? • How does it compare with alternatives? • Has it worked for others? TOFU (Awareness) MOFU (Consideration) BOFU (Decision) Your answers = content to produce • Your doctrine on this topic • Useful • Educational • Unbiased, trustworthy Aligned conversions • Sign up to newsletter • Download eBook • Talk to sales
  17. 17. 17 @gdecugis But don’t rush top of the funnel / first time visitors!
  18. 18. 18 @gdecugis But don’t rush top of the funnel / first time visitors!
  19. 19. 19 @gdecugis Organize your content framework around these 3 pillars Content Marketing = publish and distribute content that converts.
  20. 20. 20 @gdecugis How we organize our own content hub: Social content •Curated content •Scoop.it pages Blog •Mix of curated and created •Wordpress Resource center •Evergreen content •Top blog posts and ebooks
  21. 21. 21 @gdecugis Lean content marketing: optimizing the content marketing lifecycle to generate ROI Plan Produce DistributeAmplify Analyze Strategize How to plan to publish good content consistently
  22. 22. 22 @gdecugis More content drives more results Source: HubSpot blogging frequency benchmark 2015 http://blog.hubspot.com/marketing/blogging-frequency-benchmarks
  23. 23. 23 @gdecugis Quantity vs quality? Source: Scoop.it blog
  24. 24. 24 @gdecugis Both! “Some “just okay” content that is published will crush “awesome content” that never gets published. “You have to produce average content to learn how to produce great content” Marcus Sheridan Founder, The Sales Lion @thesaleslion
  25. 25. 25 @gdecugis Don’t bet the farm on a few “epic” ebooks or white papers Source: Content Marketing ROI: Do eBooks and White Papers Generate More Leads Than Blogs? A Data-Driven Answer http://blog.scoop.it/2015/04/21/content-marketing-roi-do-ebooks-and-white-papers-generate-more-leads-than-blogs-a-data-driven-answer/
  26. 26. 26 @gdecugis Use a content calendar to drive consistency Define publishing goals (eg: X posts/week) by channel Share with content team / contributors Set reminders and drive consistency Scoop.it Content Director’s smart calendar: http://business.scoop.it/
  27. 27. 27 @gdecugis Lean content marketing: optimizing the content marketing lifecycle to generate ROI Plan Produce DistributeAmplify Analyze Strategize How to produce good content at scale
  28. 28. 28 @gdecugis Do some research to create content that resonates with your target audience Research successful content Find out what works / what doesn’t Fill in the gaps: be the best answer for your target audience
  29. 29. 29 @gdecugis Leverage content curation to create content faster and supplement your own original content Share curated content Publish curated posts Send curated email newsletters What Social posts linking to 3rd-party blogs / content Blog posts that quote 3rd- party content and add context through original commentary Weekly or monthly roundup of top content on a topic How •Use curation tools to save time sourcing content •Share it with your own insight and/or visuals •Pick top curated content •Add 150-200 words to elaborate: context, opinion, data… •Publish as new blog post with link back to source •Pick 3 to 10 relevant stories •Add commentary / context •Format and send as an email newsletter Why •Build relationship with influencers •Add credibility •Save time over blog post creation by 4-8x •Retain comparable SEO impact as original content •Generate conversion by adding your own CTAs •Add third-party validation •Send more emails to your list without spamming •Nurture prospects into qualified leads •Generate conversion by adding your own CTAs
  30. 30. 30 @gdecugis Content curation to publish credible content at scale “Content curation not only alleviates the pressure of having to devote valuable time to creating original content, but it also adds credibility and third party validations to your efforts.” Jason Miller Senior Content Marketing, LinkedIn @jasonmillerca
  31. 31. 31 @gdecugis Leverage integrated curation tools Automate content discovery and save time Streamline the publishing process to social media Integrate with your blog/website CMS Scoop.it Content Director’s content sourcing and curation tools: http://business.scoop.it/
  32. 32. 32 @gdecugis Repurpose existing content under new formats
  33. 33. 33 @gdecugis Focus on a few formats
  34. 34. 34 @gdecugis Save time and reach comparable performance
  35. 35. 35 @gdecugis Lean content marketing: optimizing the content marketing lifecycle to generate ROI Plan Produce DistributeAmplify Analyze Strategize How to maximize the reach of your content
  36. 36. 36 @gdecugis Do some research to create content that resonates with your target audience Research successful content Find out what works / what doesn’t Fill in the gaps: be the best answer for your target audience
  37. 37. 37 @gdecugis Do some research to identify influencers who share similar content Identify most influential sharers and back linkers Build relationship with them: start by curating and sharing their content (“give before you get”)
  38. 38. 38 @gdecugis Build outreach lists and engage with your influencers Have conversions with them
  39. 39. 39 @gdecugis Encourage influencer participation “Co-creating useful content with your community incentives participation, engagement and promotion. Influencers get exposure and you’ll get relevant content they’re inspired to share.” Lee Odden CEO, TopRank Online Marketing @leeodden
  40. 40. 40 @gdecugis Leverage automation to create publishing workflows Share new posts multiple times Re-share evergreen content Leverage your team social reach What Program new content as radio DJ’s with new music tracks Got a hit? Play it again, Sam! Get your team to share your content to their own channels How •Use scheduling tools to program new content to be shared multiple times automatically… •… and that keep track of your timeline so you don’t over-share •Repeat for over 4-6 weeks from publication date across all channels •Test different messages to find out what works best •Rank content and posts by lead generation and conversation rate metrics •Tag most successful, evergreen content •Rotate it on an ongoing basis in your social calendar •Make it easy for them to share your content •Or even post on their behalf through social collaboration tools Why •Only a fraction of your social audience is connected when you hit publish •To test various message before retaining the best one •Reach your new followers •10% engagement rate is awesome; yet it means 90% didn’t see it •To overcome organic reach decline for brand pages •To add a human touch •To build your team’s thought leadership
  41. 41. 41 @gdecugis Share multiple times “At my agency, we’ve set up multiple shares on all of our content for a long time now, and we almost always find that we get much more lifetime traffic for the content.” Mark Traphagen Sr Director of Online Marketing, Stone Temple @marktraphagen Source: http://marketingland.com/tweet-repeat-power-sharing-sharing-83050
  42. 42. 42 @gdecugis Lean content marketing: optimizing the content marketing lifecycle to generate ROI Plan Produce DistributeAmplify Analyze Strategize How to prove and improve content marketing ROI
  43. 43. 43 @gdecugis Content Marketing KPI’s: the VATL model Publish good content consistently: • Be consistent: track your content volume • Promote to generate amplification – also an early indicator of quality Generate results: • Measure content contribution to website traffic • Drive conversions and measure lead and conversion rates Volume Amplification Traffic Leads
  44. 44. 44 @gdecugis Content volume: fix lack of consistency
  45. 45. 45 @gdecugis Track performance on a post by post basis: views (traffic), shares (amplification) and attributed leads Scoop.it Content Director’s analytics: http://business.scoop.it/
  46. 46. 46 @gdecugis Are you on track for content marketing ROI? Take the 5’ test http://business.scoop.it/content-marketing-grader-for-roi/

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