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Do you know your content ROI?
IF IT DON’T MAKE DOLLARS,
IT DON’T MAKE SENSE
Hana Abaza, Director of Marketing,
WHY
IT’S
HOT
WHY
IT’S
NOT
$44 billion is poured into content
marketing annually, but businesses
lack the infrastructure to succeed.

CONTENT IS NOT ...
IS YOUR CONTENT RESONATING WITH PEOPLE?
IS YOUR CONTENT DRIVING GROWTH?
HOW CONTENT CAN IMPACT GROWTH
Direct signups
Increase in lead quality
Increase in lead quantity
Shorter sales cycle
Lower ...
Growth Metrics
•  CTA conversion
•  Visit to lead conversion
•  Lead to customer conversion
•  Cost per lead / customer
• ...
According to Joe, 3 Things That Matter
Is it converting customers?
Is it saving money?
Is it helping with customer retenti...
CALCULATING ROI
(Revenue Generated – Cost of Content Marketing) /
Cost of Content Marketing = ROI
But there are other thin...
Content can have a measurable impact on brand perception…
Source: Buzzfeed
Source: Buzzfeed 
Content can have a measurable impact on brand perception…
Understanding your business metrics will help you figure out and boost your marketing ROI.
Source: Rand Fishkin
FANTASY…
Understanding your business metrics will help you figure out and boost your marketing ROI.
Source: Rand Fishkin
REALITY…
Know your audience
Craft amazing content
Be consistent
But these aren’t enough…
TIPS TO BOOSTING CONTENT ROI
EXPERIENCE MATTERS
•  No distinct call to action
•  No recommended content
•  Nowhere to subscribe
•  No images or videos
•  No discovery
•  ...
Try this…
Call to
action
Recommend
content
Imagery
Discover
http://resources.taulia.com/h/
TARGETING MATTERS
CONTROL MATTERS
CTAs MATTER
Hana Abaza
Director of Marketing
uberflip.com
Thank you!
Know your audience Craft amazing
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Know your audience
Craft amazing content
Be consistent
But these aren’t enough…
TIPS TO BOOSTING CONTENT ROI

Published in: Marketing
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  • Thanks Barbara! And good call, will add a slide with some links at the end. There are several, including the below. Most work really well together. For example, Uberlfip gives you your content score and metrics to know what's working, but also feeds it to your marketing automation tool so you and your demand gen team have complete visibility.

    http://www.uberflip.com/
    http://hubspot.com/
    http://marketo.com/
    http://kapost.com/

    Hope this helps! If not, feel free to reach out! twitter.com/hanaabaza
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