A ton of money is poured into content creation each year, but nobody knows if its actually working. In this presentation, we looked at how to calculate content ROI, what other factors you need to consider and how to boost the overall return on your content marketing. .
7. HOW CONTENT CAN IMPACT GROWTH
Direct signups
Increase in lead quality
Increase in lead quantity
Shorter sales cycle
Lower cost per lead
Less churn
8. Growth Metrics
• CTA conversion
• Visit to lead conversion
• Lead to customer conversion
• Cost per lead / customer
• Churn rate
Engagement Metrics
• Time on site
• Pages per visit
• Social shares
• Bounce rate
• Search rankings
GROWTH METRICSENGAGMENT METRICS VS
9. According to Joe, 3 Things That Matter
Is it converting customers?
Is it saving money?
Is it helping with customer retention?
Source: hub.uberflip.com
10. CALCULATING ROI
(Revenue Generated – Cost of Content Marketing) /
Cost of Content Marketing = ROI
But there are other things to consider…
11. Content can have a measurable impact on brand perception…
Source: Buzzfeed
17. • No distinct call to action
• No recommended content
• Nowhere to subscribe
• No images or videos
• No discovery
• No mobile experience
AVOID THIS!