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Content Marketing ROI Measurement How To's

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How to measure content marketing ROI.

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Content Marketing ROI Measurement How To's

  1. 1. ROI Measurement for Content Marketing ROI Measurement in Content Marketing
  2. 2. @ChelseaBlacker 2012 - office pics! ● 2012
  3. 3. @ChelseaBlacker Show you how we exhibit our content marketing results to clients We grow with our clients
  4. 4. @ChelseaBlacker Grow with clients
  5. 5. Title goes Here How to Define ROI
  6. 6. @ChelseaBlacker ROI = (50,000 - 30,000) = 66% 30,000 August September Difference Sales Revenue £150,000 £200,000 £50,000 Digital Marketing Campaign Cost £0 £30,000 £30,000 ROI = (Gain from Investment - Cost of Investment) COST OF INVESTMENT
  7. 7. Title goes Here 7 Identify what stage in the buying cycle you’re targeting, then decide the metrics for success. @ChelseaBlacker
  8. 8. @ChelseaBlacker What stage are you at? Awareness Product sparks an interest - meets a need or creates a need. Consideration Think about a product and research marketplace Conversion Buy, join, or sign up
  9. 9. @ChelseaBlacker Awareness Key Metrics: ● Organic rankings ● Organic traffic ● Social traffic ● Referral traffic ● Inbound links ● Retargeting lists Content Types: ● Blog posts ● Infographics ● HTML5 Consideration Conversion
  10. 10. @ChelseaBlacker Key Metrics: ● Sales leads ● Sales accepted leads ● White paper/ebook downloads ● Email list ● Phone enquiries Content Types: ● Webinars ● Whitepapers & e-books ● Case studies ● Comparison guides ● Industry analysis ● Thought leadership articles Awareness Consideration Conversion
  11. 11. @ChelseaBlacker Key Metrics: ● Revenue ● Transactions ● Cost per conversion ● Bounce rate ● Abandoned checkouts ● Exit pages ● Event attendees Content Types: ● On-demand content ● Demos & trial content ● Event attendees ● Experiential marketing Awareness Consideration Conversion
  12. 12. Title goes Here Present metrics your audience understands. @ChelseaBlacker
  13. 13. @ChelseaBlacker Traffic Digital PR coverage £ Rankings On-site SEO & content strategy Business goals SEO and content marketing strategy Who is your audience?
  14. 14. Title goes HereOnsite SEO & Content Strategy Metrics
  15. 15. @ChelseaBlacker Typical Onsite Content Metrics ● Organic rankings ● Organic, referral, and social traffic ● Social shares ● Conversions like ○ white paper and ebook downloads ○ email list generation ● Improved bounce rate ● Drop in abandoned baskets at checkout
  16. 16. @ChelseaBlacker Measuring Traffic to Target URLs Blog Post Title April 2016 April 2017 Change Keywords Chelsea Flower Show Visitors Guide 547 3,495 538% Chelsea flower show 2017 - 9 Chelsea flower show 2017 gardens - 11 Chelsea flower show blog - 2 Chelsea winners 2016 - 16
  17. 17. @ChelseaBlacker Measure Non-Branded Organic Keyword Traffic
  18. 18. Title goes HerePR Metrics
  19. 19. @ChelseaBlacker Typical PR Measurement Metrics ● Quality or number of links built ● Page level Trust Flow & Citation Flow Metrics ● Topical trust flow ● Referral traffic from links built
  20. 20. @ChelseaBlacker Measure Estimated Reach like a PR agency
  21. 21. @ChelseaBlacker Measure estimated social shares
  22. 22. @ChelseaBlacker Measure retargeting list audience growth
  23. 23. @ChelseaBlacker Measure the whole ecosystem, not just your link placements
  24. 24. Title goes HereBoard Level Metrics
  25. 25. @ChelseaBlacker Typical Board Level Measurement Metrics ● revenue ● net profit ● average order value ● cost per conversion
  26. 26. @ChelseaBlacker Measure Organic Visibility
  27. 27. @ChelseaBlacker Measure Year on Year Comparisons
  28. 28. Title goes Here 28 4 Practical Tips & Tricks for Measuring ROI
  29. 29. Title goes Here Tip 1 Incorporate ROI measurement into your campaign kick off process.
  30. 30. @ChelseaBlacker
  31. 31. @ChelseaBlacker Clarify ROI Metrics Before You Do Any Work ● What results would motivate your boss to give you a promotion or raise? ● When are your board meetings? ● When does your financial year end? ● What is your CPC, CPA, AOV in Adwords?
  32. 32. Title goes Here Tip 2 Measure your dark social shares.
  33. 33. @ChelseaBlacker 87% of all shares are made through copy and pasting direct from the address bar
  34. 34. @ChelseaBlacker Measure the Number of Times Your URL is Copied Search: “BlueGlass Dark Social” http://bit.ly/2eY2zRl
  35. 35. Title goes Here Tip 3 Compare organic traffic to PPC.
  36. 36. @ChelseaBlacker Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book Paid Search Metric Organic Search Equivalent CPC (Cost Per Click) SEO & Content Costs / Traffic CPA (Cost Per Acquisition) SEO & Content Costs / Conversions Conversion Rate (Conversions / Traffic) * 100 ROI (Revenue - SEO Costs) / SEO Costs * 100 Search: “seo metrics ses 2012” http://bit.ly/2h33MuL
  37. 37. Title goes Here Tip 4 Become commercially savvy.
  38. 38. @ChelseaBlacker
  39. 39. Title goes HereThank you!

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