An in depth analysis into the reach and effectiveness of content creators and the ROI behind content marketing.

1. Are We Overpaying Them?
Clarice Lin
Business Analyst & Marketing Strategist
March 16, 2018

2. Executive Summary
 Real Life case study
 Measuring returns from digital content development
 Become more profitable
 Reduced overhead costs
 The Opportunities to save cost over time

3. What We’ll Cover Today
 Case study examining content performance vs ROI
 The audit process
 Data points used
 Framework

4. Questions
 Are we overpaying the content creators?
 How are the content creators performing
 Quantity and quality of content
 Performance vs their remunerations

5. The Audit Process
 Established brand - niche
 ROI is too low - Revenue stream vs cost
 Business model – advertising, events, moving towards paywall
 Review high spend on freelancers vs perm staff

6. What Data Points were used
 Finance
 Monthly remunerations of each content creator over 6 months
 Content Management System
 Article ID
 Title
 Author
 Date published
 Number of words for each article
 Article type – opinion, news
 Google Analytics
 List of articles and their corresponding authors
 Pageviews, Bounce Rate, Unique Pageviews

7. Challenges faced
 Finance data
 Digital content vs print content
 Payment were delayed
 Chunks of payments
 Identifying the full-time staff vs
freelancers
 Naming issues in finance system vs
in CMS
 Article was republished with a
different date
 Titles were renamed – need to
dedup
 Google Analytics
 Duplicate article
 Data exclusion for group
collaborations

8. Finally…analysis to start!!
 Benchmarking process
 Eyeballs: Total pageviews of all articles by months
 Engagement: Average bounce rate and pageview per visit
 Average pageview, average bounce rate for each creator per article
 Establishing leaderboard of all content creators vs Amount of remuneration
 Quantity vs quality vs their remunerations

9. Insights
 Some content creators were indeed paid more than others
 While a couple show extraordinary performance with their content
 Some were overpaid

10. Actions
 Renegotiation of contracts
 Convert into permanent staff
 Team restructuring
 Injecting analytics into the day to day review

11. Lessons learned
 Data cleaning across different system to match up data
 Business process exceptions
 Proper tagging of CMS and Google Analytics

12. Questions and Answers
“Content builds relationships. Relationships are built on trust. Trust
drives revenue.”

13. Clarice is a marketing strategist who
drives business creativity &
effectiveness with numbers.
She has over a decade of experience
in Business Intelligence, Market
Research and Marketing Analytics.
Connect
 Twitter:
www.twitter.com/missclaaricelin
 LinkedIn:
https://www.linkedin.com/in/claricel
in/
 Medium:
https://medium.com/@iamclaricelin
Contact me:
 http://bit.ly/connectwithclarice
 clarice.lin@baselinelabs.com