Tracking Content ROI


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Byron White's presentation for AfCon 2010, June 20th, 2010.

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  • Gogle Analytics add to top per rick.
  • The list for logos should be: SpyFu ideaLaunch HubSpot SEO Magestic SEOBook Compete QuantCast
  • Tip: Learning where your organic marketshare vs the competition helps you calculate opportunity cost.
  • Wayne…Insert an Excel spreadsheet that shows one of our SEO plans for reference.
  • OK
  • OK
  • OK
  • OK
  • Wayne-- replace with the chart with content assets on the bottom.
  • Drop in the SpyFu Logo over ideaLaunch.
  • Steve, this needs to be blow up so you can see just that inner area, without the right column perhaps?
  • Steve, this needs to be blow up so you can see just that inner area, without the right column perhaps?
  • Tracking Content ROI

    1. 1. Great Ideas | Great Content | Great Results Tracking Content ROI AffCon2010 June 20th, 2010 Byron White Chief Idea Officer Twitter: @ByronWhite [email_address]
    2. 2. ideaLaunch offers content marketing, services, solutions and technology to a wide range or clients.
    3. 3. Our journey begin with in 2000, a property that now attracts about 1 million unique monthly readers. LifeTips Sponsor Program LifeTips WebmasterRadio.FM
    4. 4. We now own and manage a number of brands and micro-sites all focused on content creation, content optimization and content performance solutions. ideaLaunch: Content Marketing Agency WriterAccess: Marketplace WordVision: SEO Toolset SplitTestLab: A/B Testing
    5. 5. Tips and Advice for Tracking Content ROI Content Plan Quality Content ROI Measurement
    6. 6. Start by creating an overall content marketing plan that becomes the nerve center for ROI measurement. <ul><ul><li>Table of Contents </li></ul></ul><ul><ul><li>Scope of Project </li></ul></ul><ul><ul><li>Competitive Research </li></ul></ul><ul><ul><li>Customer Research </li></ul></ul><ul><ul><li>Keyword Research </li></ul></ul><ul><ul><li>SEO Plan </li></ul></ul><ul><ul><li>Content Plan </li></ul></ul><ul><ul><li>Performance Plan </li></ul></ul>
    7. 7. Use all the free research tools to find the opportunity to grow market share and mind share. <ul><ul><li>Free Research Tools </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
    8. 8. Analyze the competition and pinpoint opportunity for growth and distinction. Content Asset Traffic A C PPC Spend B A Content Portfolio B B Content Authority C B Publishing Frequency D C Social Reach F D Social Conversations F F Testimonials A F Partnerships B A Internal Links C B Inbound Links C C SEO Strength A C SEO Performance B A Testing Methodology A B
    9. 9. Analyze organic market share and pinpoint opportunity for growth.
    10. 10. <ul><ul><li>SEO Plan </li></ul></ul><ul><ul><li>Keyword Universe </li></ul></ul><ul><ul><li>Golden Keywords </li></ul></ul><ul><ul><li>Keyword Silos </li></ul></ul><ul><ul><li>Internal Links </li></ul></ul><ul><ul><li>PPC Price </li></ul></ul><ul><ul><li>Search Volume </li></ul></ul><ul><ul><li>Search Market Share </li></ul></ul>Create an SEO Plan that balances reader interest with search engine appeal.
    11. 11. Select “golden” keywords for optimization, SEO scoring and ROI goals. <ul><ul><li>Golden Keywords </li></ul></ul><ul><ul><li>150 Keywords </li></ul></ul><ul><ul><li>Priority </li></ul></ul><ul><ul><li>Weighted </li></ul></ul><ul><ul><li>1/3 Top 50-100 </li></ul></ul><ul><ul><li>1/3 Top 1-50 </li></ul></ul><ul><ul><li>1/3 Top >100 </li></ul></ul><ul><ul><li>Keyword Silos </li></ul></ul><ul><ul><li>Primary Keywords </li></ul></ul><ul><ul><li>Secondary Keywords </li></ul></ul>
    12. 12. Create super-simple category maps for writers and make it easy to create content to specification. <ul><ul><li>Category Map </li></ul></ul><ul><ul><li>Hot Topic </li></ul></ul><ul><ul><li>Primary Keywords </li></ul></ul><ul><ul><li>Secondary Keywords </li></ul></ul>
    13. 13. Explore a variety of content assets to catch readers orbiting at high speeds. <ul><ul><li>Content Assets </li></ul></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Courseware </li></ul></ul><ul><ul><li>eBooks </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Printed Books </li></ul></ul><ul><ul><li>Tip Centers </li></ul></ul><ul><ul><li>Webinars </li></ul></ul><ul><ul><li>Whitepapers </li></ul></ul><ul><ul><li>Widgets </li></ul></ul><ul><ul><li>WorkBooks </li></ul></ul>
    14. 14. Listen-in to the conversations in the social media sphere to find the hot topics. <ul><ul><li>Social Research Tools </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
    15. 15. Make scoring content for SEO strength easy for all your writers.
    16. 16. Time stamp publishing dates of content for impact and ROI tracking.
    17. 17. You can measure ROI in a variety of ways.
    18. 18. Track improved monthly listing positions.
    19. 19. Track increased traffic.
    20. 20. Track repeat visitation.
    21. 21. Track increased time-on-site.
    22. 22. Track improved conversion rates.
    23. 23. Track increased leads that download content.
    24. 24. Track increased sales from the leads that interact with content assets.
    25. 25. “ The only marketing left is content marketing.” Seth Godin <ul><ul><li>Byron White, ideaLaunch </li></ul></ul><ul><ul><li>Chief Idea Officer </li></ul></ul><ul><ul><li>Twitter: @ByronWhite </li></ul></ul><ul><ul><li>Byron[at] </li></ul></ul><ul><ul><li>Phone: 617-227-8800 x 201 </li></ul></ul>Free Book Download: