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Best Ebook ever

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Best Ebook ever

  1. 1. YEAR 1 YEAR 3 BLOG POST PODCAST VIDEO INTERVIEW ARTICLE ANNOUNCEMENT INFOGRAPHIC WHITEPAPER EBOOK Why content marketing can become your most productive channel in partnership with created by Content Marketing ROI The “soft” bene!ts of content marketing are obvious: public trust, more engaged prospects, happier clients. But what about the hard bene!ts. What about ROI? “Content Marketing ROI” is the !rst study to address the fundamental questions: How much does content marketing cost and is it a better !nancial investment than other marketing strategies? The answer is, “Yes.” The eBook explains why. continue reading Per dollar, content marketing produces 3 times more leads YEAR 2 Tweet #contentroi
  2. 2. TABLE OF CONTENTS Introduction The New Rules of Marketing This Study Content Marketing Analysis Content Marketing Operation · Content Plan · Content Organization: Managing Editor, Organizational Listeners, Internal Contributors, External Contributors, VP, Marketing, Revised Content Plan Content Marketing Costs Content Marketing Bene!ts Comparison · Content Marketing Summary: 24 Months · Paid Search Summary: 24 Months Benchmark: Paid Search Marketing Conclusions Content Marketing ROI Measures Up Content Marketing is Not a Campaign Content Marketing Must Be Managed as a Business Process
  3. 3. Want to get skip ahead to the ROI calculations? *SPJROLYL[VZLLHZPKLI`ZPKLÄUHUJPHSJVTWHYPZVUVMJVU[LU[THYRL[PUN[VWHPKZLHYJO THE ICONOGRAPHY USED IN THIS EBOOK BLOG POST PODCAST VIDEO INTERVIEW ARTICLE ANNOUNCEMENT INFOGRAPHIC WHITEPAPER EBOOK MID-SIZED BUSINESSES LARGER-SIZED BUSINESSES LEAD
  4. 4. INTRODUCTION The New Marketing Rulebook The rules of marketing have changed. -VYLTVZ[HTVUNTHYRL[PUN»ZTHU`YLWVUZPIPSP[PLZPZ¸ÄSSPUN[OLMUULS¹^P[OUL^WYVZWLJ[Z /PZ[VYPJHSS`[OPZTLHU[THYRL[LYZULLKLK[VPUZLY[[OLPYIYHUK»ZTLZZHNLPUMYVU[VMHZTHU` WV[LU[PHSJZ[VTLYZHZWVZZPISLHZVM[LUHZWVZZPISLNP]PUNYPZL[VHUTILYVMHK]LY[PZPUN MVYTH[ZSPRLWYPU[;=YHKPVV[KVVYKPYLJ[THPSHUK0U[LYUL[KPZWSH`^OLYL]LYHWLYZVULUQV`LK WYVNYHTTPUNVYWLHJLHUHKJVSKPU[LYYW[[OLL_WLYPLUJL ;OLLɈLJ[P]LULZZVM[OPZPU[LYYW[P]LHWWYVHJOPZKLJSPUPUN(YLJLU[Z[K`MVUK that online display ads have a click through rate of less than one-tenth of one percent.;OLKYVWVɈPZKL[VH UTILYVMMHJ[VYZPUJSKPUN! Ad Overload: ;OLVUZSHNO[VMHK]LY[PZPUNTLZZHNLZPZZVV]LY^OLSTPUN[OH[JVUZTLYZHYL YLJVPSPUNIPSKPUNHMVYTVM¸H[[LU[PVUPTTUP[`¹HNHPUZ[HKZ Real Information is Elsewhere: OPSLJVUZTLYZTH`OH]LVUJLSVVRLK[VHK]LY[PZPUNHZH^H`[VZ[H`PUMVYTLK HIV[WYVKJ[ZVIQLJ[P]LPUMVYTH[PVUZJOHZWLLYYL]PL^ZWYVSPMLYH[L[OL0U[LYUL[ The Consumer is in Control: 7LVWSLHYL[YUPUNHKZVɈOL[OLYMHZ[MVY^HYKPUNVUKPNP[HS]PKLVYLJVYKLYZ VYPUZ[HSSPUNHKISVJRPUNZVM[^HYLPU[OLPYIYV^ZLYZJVUZTLYZHYLHYTLK^P[O [LJOUVSVN`PU[OL^HYMVY[OLPYH[[LU[PVU So what can marketers do? 0UJYLHZPUNS`[OL`»YL[YUPUN[VHUL^Z[YH[LN`!JVU[LU[THYRL[PUN9H[OLY[OHUWYVKJLZLSM JVUNYH[SH[VY`HKZHIV[[OLPYWYVKJ[ZLɈLJ[P]LTHYRL[LYZHYLWISPZOPUNJVU[LU[[OH[LUNHNLZVY LU[LY[HPUZWYVZWLJ[Z¶ZVTL[PTLZ^P[OV[HU`V]LY[YLMLYLUJL[V[OLJVTWHU`»ZWYVKJ[Z0[»ZHZOPM[ PUTPUKZL[MVYTHU`THYRL[LYZ¶I[[OLWOLUVTLUVUVM¸[OPURPUNSPRLHWISPZOLY¹PZILNPUUPUN[V [HRLYVV[PUTHU`VM[OL^VYSK»ZILZ[RUV^UIYHUKZZJOHZ*VJH*VSH5LZ[SLHUK0U[LS (ZHWYHJ[PJHSTH[[LYTHYRL[LYZZLJVTWLSSPUNJVU[LU[[VSYLWYVZWLJ[Z[V[OLIYHUK»Z^LIZP[L VYHZWLJPHSPaLKTPJYVZP[L=PZP[VYZHYLL]LU[HSS`HZRLK[VZWWS`PUMVYTH[PVU[OH[^PSSSH[LYILZLK [VTHYRL[TVYLKPYLJ[S`[V[OLT0[»ZH[[OPZWVPU[[OH[JVU[LU[THYRL[PUNHUKTHYRL[PUNH[VTH[PVU [LJOUVSVN`MVYTVULVM[OL[PNO[LZ[¸HSSPHUJLZ¹PUJZ[VTLYHJXPZP[PVU*VU[LU[THYRL[PUNH[[YHJ[Z WYVZWLJ[ZTHYRL[PUNH[VTH[PVUTV]LZ[OLT[OYVNO[OLI`PUNQVYUL`
  5. 5. This Study +LZWP[L[OLPU[P[P]L]HSLVMJVU[LU[THYRL[PUNML^Z[KPLZL_WSVYL[OLJVZ[ZHUKILULÄ[ZVM[OPZ TL[OVKVSVN`;OPZZ[K`I`2HWVZ[PUJVSSHIVYH[PVU^P[OTHYRL[PUNH[VTH[PVUWYV]PKLY,SVXH PZIHZLKVUKH[HMYVTHUKPU[LY]PL^Z^P[OTVYL[OHUKPɈLYLU[WISPZOLYZYUUPUNVU[OL2HWVZ[ *VU[LU[4HYRL[PUN7SH[MVYT;OLZ[K`HSZVJVTWHYLZ[OL960VMJVU[LU[THYRL[PUN[VWHPKZLHYJO THYRL[PUN^OPJO^HZYLJLU[S` PKLU[PÄLK HZ[OLZPUNSLTVZ[WYVKJ[P]LTHYRL[PUN[HJ[PJ Content publishers by industry Content Publishers by revenue Tech Financial Manufacturing Consumer Goods Retail / eCommerce GREATER THAN $1B $100M - $1B LESS THAN $100M 23 12 15 Services
  6. 6. CONTENT MARKETING ANALYSIS Content Marketing Operation ;VILNPUHUHS`aPUNJVU[LU[THYRL[PUN^L»SSYL]PL^[OLTHQVYJVTWVULU[ZVMHJVU[LU[THYRL[PUN VWLYH[PVU CONTENT PLAN /V^TJOHUK^OH[RPUKVMJVU[LU[HUVYNHUPaH[PVUWYVKJLZ ]HYPLZ:VTLWYVKJLHZSP[[SLHZVULVY[^VWPLJLZHTVU[O blog post podcast [OVNOZJOZTHSSXHU[P[PLZHYL[`WPJHSS`PULɈLJ[P]L6[OLYZ ZJOHZ(TLYPJHU,_WYLZZ»6WLU-VYTWISPZOV]LYHY[PJSLZH ^LLR interview article media -VYWYWVZLZVM[OPZZ[K`^L»SSHUHS`aLH[`WPJHSVWLYH[PVUVM VULWPLJLVM¸SPNO[^LPNO[¹JVU[LU[LNISVNWVZ[WVKJHZ[ ]PKLVPU[LY]PL^JVU[YPI[LKHY[PJSLTLKPHHUUVUJLTLU[WLY ^LLRKH`HUKVULTHQVYWPLJLLNPUMVNYHWOPJ^OP[LWHWLY L)VVRL[JWLYTVU[O 5 per week L^PSSHSZVHUHS`aL[OLJVU[LU[THYRL[PUNVWLYH[PVUZVMIV[O HTPKZPaLKIZPULZZHUKHSHYNLYLU[LYWYPZL7YLKPJ[HIS`[OL S M T W T F S MVYTLYVWLYH[LZVUHZTHSSLYIKNL[HUK[OLSH[[LYVUHSHYNLY IKNL[[OH[TZ[`PLSKOPNOLYYLZS[Z 1 handheld video announcement per month infographic whitepaper ebook professional video
  7. 7. CONTENT ORGANIZATION 3L[»ZSVVRUV^H[[OLTHQVYYVSLZPU[OLJVU[LU[THYRL[PUNVWLYH[PVU! *OPLM*VU[LU[6ɉJLY ;OLJOPLMJVU[LU[VɉJLYPZ[OLRL`WSH`LYPU[OLJVU[LU[VWLYH[PVU;OPZWLYZVU TZ[OH]LHUPXLISLUKVMTHYRL[PUNL_WLYPLUJLHUKQVYUHSPZTJVU[LU[ WYVKJ[PVUZRPSSZ;OLJOPLMJVU[LU[VɉJLYPZYLZWVUZPISLMVYV]LYZLLPUN[OL JVTWHU`»ZJVU[LU[Z[YH[LN`HUKPZ[OLWYPTHY`PU[LYMHJL^P[O[OLYLZ[VM[OL JVTWHU`LUJVYHNPUNJVU[YPI[PVUZMYVTHJYVZZ[OLVYNHUPaH[PVU;OLJOPLM JVU[LU[VɉJLYVM[LUPTHNPULZHUKJVVYKPUH[LZ[OLWYVKJ[PVUVM[OLWYLTPT JVU[LU[WPLJLZ;OLJOPLMJVU[LU[VɉJLYPZHSZVHJJVU[HISLMVY[OLWLYMVYTHUJL VM[OLJVU[LU[THYRL[PUNLɈVY[ZTLHZYPUNYLSL]HU[Z[H[ZZJOHZSPURZ[YHɉJ HUKL]LUUL[UL^UHTLZHKKLK[V[OLJVTWHU`»ZZHSLZKH[HIHZL 0UTPKZPaLKVYNHUPaH[PVUZ[OLJOPLMJVU[LU[VɉJLYHUKTHUHNPUNLKP[VYZLL ILSV^MUJ[PVUZHYLSPRLS`[VILTLYNLKPU[VHZPUNSLYVSL Managing Editor ;OPZWLYZVUZOVSKILH]L[LYHUVM[YHKP[PVUHSTLKPHHUKOH]LHWYV]LUHIPSP[` [VYUHULKP[VYPHSVWLYH[PVU0U[OLPKLH[PVUZ[HNL[OLTHUHNPUNLKP[VYPKLU[PÄLZ ^OH[RPUKZVMJVU[LU[[OLJVTWHU`ZOVSKWYVKJL0[»Z[OLTHUHNPUNLKP[VY»Z QVI[VYLWYLZLU[[OL]VPJLVM[OLJZ[VTLY;OLTHUHNPUNLKP[VYZLY]LZHZ HUHK]VJH[LMVY[OLYLHKLYWZOPUNIHJRHNHPUZ[[OLVYNHUPaH[PVU»ZYLÅL_[V WYVKJLWYVTV[PVUHSWYVKJ[JLU[YPJJVU[LU[:VJPHSTLKPHPZHUPU]HSHISL [VVSMVY[OLTHUHNPUNLKP[VYILJHZLP[JVUULJ[ZOPTVYOLYKPYLJ[S`^P[O[OL JVTWHU`»ZL_[LYUHSHKPLUJL;OLTHUHNPUNLKP[VY[`WPJHSS`YUZKH`[VKH` JVU[LU[WYVKJ[PVUTHUHNLZ[OLLKP[VYPHSJHSLUKHYHYJOP[LJ[ZKPZ[YPI[PVUHUK PUZWPYLZV[OLYZPU[OLJVTWHU`[VJVU[YPI[L[V[OLJHZL Community Manager ;VTHRLZYLJVU[LU[PZJVUZPZ[LU[^P[O[OLULLKZHUKPU[LYLZ[ZVM[OL JVTWHU`»ZHKPLUJLSPZ[LUPUNZRPSSZHYLYLXPYLK;OLJVTTUP[`THUHNLY ¶[OLIYHUK»ZYLWYLZLU[H[P]LVUZVJPHSJOHUULSZ¶PZH]P[HSHSS`[V[OLLKP[VYPHS [LHT;OLJVTTUP[`THUHNLYZOVSKTHRLZYLJVU[LU[HKKYLZZLZ[OL[VWPJZ HUKPZZLZJZ[VTLYZWYVZWLJ[ZPUÅLUJLYZHUKVIZLY]LYZJHYLHIV[0KLH NLULYH[PUNJVTTUP[`THUHNLYZWYV]PKLMLSMVY[OLJVU[LU[LUNPUL Internal Contributors -VYHIYHUK»ZJVU[LU[THYRL[PUN[VWYV]PKL[OLOPNOLZ[]HSL[V[OL^PKLZ[ HYYH`VMWV[LU[PHSI`LYZP[»Z]P[HS[OH[ZIQLJ[TH[[LYL_WLY[Z[OYVNOV[[OL VYNHUPaH[PVUJVU[YPI[LHY[PJSLZWVZ[ZWYLZLU[H[PVUZHUKV[OLYZOHYLHISL JVU[LU[;VLUZYLJVUZPZ[LUJ`HUKLɉJPLUJ`[OLTHUHNPUNLKP[VYZOVSKNPKL PU[LYUHSJVU[YPI[VYZ External Contributors :JJLZZMSJVU[LU[THYRL[PUNVWLYH[PVUZVM[LUZLL_[LYUHSJVU[LU[JYLH[VYZ ¶KLZPNULYZWHY[ULYZMYLLSHUJL^YP[LYZHUHS`Z[ZPUÅLUJLYZ¶[VZWWSLTLU[ IYHUKJYLH[LKJVU[LU[^P[OL]LUTVYLVIQLJ[P]L[OPYKWHY[`JVU[LU[(NHPU VYNHUPaPUNL_[LYUHSJVU[YPI[VYZPZ[OLYLZWVUZPIPSP[`VM[OLJOPLMJVU[LU[VɉJLY HUKVY[OLTHUHNPUNLKP[VY
  8. 8. REVISED CONTENT PLAN )HZLKVU[OLJVU[LU[VYNHUPaH[PVUHUHS`ZPZSL[»ZWKH[L[OLJVU[LU[WSHU[VJSHYPM`^OV^PSSIL WYVKJPUN[OLJVU[LU[6M[OL^LLRS`WVZ[ZHUKSHYNLYWPLJLVMWYLTPTJVU[LU[NPKLZ L)VVRZL[J! “CURATION” “CURATION” “CURATION” “CURATION” CURATION POST M T W T F MAJOR PIECE
  9. 9. Content Marketing Costs operation. They are summarized in the following two tables, one for mid-sized businesses and one for larger organizations. CONTENT PLAN Content Marketing Costs: Mid-Sized PERSONNEL Managing Editor CONTENT Blog Post Costs Premium Content Costs TOOLS Software Hosting Total Expenses monthly $6,667 $1290 $2,500 $1,500 $11,957 Content Marketing Costs: Larger-Sized PERSONNEL Chief Content O!cer Managing Editor CONTENT Blog Post Costs Premium Content Costs TOOLS Software Hosting Total Expenses monthly $16,667 $8,333 $1720 $3,500 $2,500 $32,720
  10. 10. mid-sized businesses Total expenses for the content marketing operation Fully loaded costs $80,000/yr larger-sized businesses Fully loaded costs $100,000/yr mid-sized larger-sized $150/post $2,500 /premium content Fully loaded costs $200,000/yr $200/post $3,500 /premium content Monthly Recurring $11,957 $32,720
  11. 11. Content Marketing Bene!ts ;OLWYPUJPWHSVIQLJ[P]LPUJVU[LU[THYRL[PUNPZquality[YHɉJ[V`VYZP[L;OLYLPZZ[YVUN]HYPHUJLPU [OLHTVU[VM[YHɉJNLULYH[LKI`KPɈLYLU[JVU[LU[THYRL[PUNVWLYH[PVUZ:VTLJVUZTLYMVJZLK IYHUKZOH]LZJJLLKLKPUNLULYH[PUNOPNO[YHɉJ]VSTLZ5PJOL))IYHUKZHJOPL]LTVYLTVKLZ[ [YHɉJUTILYZI[TLL[[OLPYVIQLJ[P]LZI`IPSKPUNHOPNOS`[HYNL[LKHKPLUJL SITE VISITS PER MONTH ;YHMÄJJHSJSH[LKMVY[OL[^VJSHZZLZVMVWLYH[PVUZ 100,000 75,000 50,000 25,000 1 2 3 4 Month 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 The chart above shows the traffic calculated for the two classes of operations in this study. Over time, the greater resources invested in the larger operation yields stronger results. $25,000 $20,000 $15,000 $10,000 $5,000 Month 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 $500 larger-sized mid-sized larger-sized mid-sized
  12. 12. 100,000 larger-sized mid-sized *VU[LU[THYRL[PUNLɈVY[Z[OH[ILNPUMYVTZJYH[JOZ[HY[^P[O]LY75,000 `ZTHSSHKPLUJLZ[OH[NYV^V]LY [PTL;OLYLPZHZUV^IHSSLɈLJ[[VIPSKPUNHKPLUJLZHZ1VL7SPaaPVM[OL*VU[LU[4HYRL[PUN 0UZ[P[[LOHZWVPU[LKV[JVU[LU[THYRL[PUNPZH¸^HYVMH[[YP[PVU¹ 50,000 (S[OVNO[OLJVU]LYZPVUYH[L¶[OLUTILYVM]PZP[VYZ[OH[ILJVTLZHSLZSLHKZ¶]HYPLZI`JVTWHU` HUKPUKZ[Y`[OPZZ[K`HZZTLZHTPUPTHS
  13. 13. VM]PZP[ZJVU]LY[PU[VSLHKZ;OZ[OL[YHɉJMVYLJHZ[Z ZOV^UHIV]L`PLSKSLHKZMVY[OLTPKZPaLKVYNHUPaH[PVUZV]LYTVU[OZHUK MVY[OL SHYNLYVYNHUPaH[PVUZ COST PER LEAD 3VUN[LYT`PLSKVMJVU[LU[THYRL[PUN larger-sized mid-sized The long-term yield of content marketing is illustrated in the chart above, which shows the cumulative cost per lead over the 24 months, or how much has been spent divided by how many leads have been generated over time. 25,000 1 2 3 4 Month 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 $25,000 $20,000 $15,000 $10,000 $5,000 Month 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 $500 $375 $250 $125 In !rst 5 months costs/lead drop 80% Month 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
  14. 14. COMPARISON Content Marketing to Paid Search CONTENT MARKETING SUMMARY *VU[LU[THYRL[PUNPU]VS]LZTVKLYH[LWMYVU[L_WLUZLZHUKSV^ZOVY[[LYTÄUHUJPHSYLZS[Z 6US`HM[LYHUTILYVMTVU[OZHZ[OLVWLYH[PVUILNPUZ[VNYV^P[ZHKPLUJLHUKPUÅLUJL KVLZP[ILNPU[VKLSP]LYJVZ[LɈLJ[P]LYLZS[Z PAID SEARCH SUMMARY ;VHZZLZZ[OLYLSH[P]L]HSLVMJVU[LU[THYRL[PUN^LKLJPKLK[VJVTWHYL[OLJVZ[VMHJVU[LU[ THYRL[PUNZVYJLKSLHK[VHUV[OLYTVKLYU[LJOUPXL¶WHPKZLHYJOTHYRL[PUN ^OPJO OHZILLUYLJVNUPaLKHZ[OLTVZ[JVZ[LɈLJ[P]LTL[OVKPUTHYRL[PUN[VKH`L^PSS HUHS`aLHWHPKZLHYJOJHTWHPNU[OH[NLULYH[LZHUPKLU[PJHSUTILYVMSLHKZ[VVYIHZLSPUL JVU[LU[WYVNYHTJHSJSH[L[OLJVZ[ZVMWHPKZLHYJOHUK[OLUJVTWHYL960 ;OLJYP[PJHSXLZ[PVUPUKL[LYTPUPUN[OLYLXPZP[LUTILYVMJSPJRZPU[OLZLHYJOJHTWHPNUPZ[OL JVU]LYZPVUYH[LVMJSPJRZ[VSLHKZ(NHPU[OLYLZS[Z]HY`KLWLUKPUNVUPUKZ[Y`HUKJHTWHPNU [`WL;OPZZ[K`ZLZHYH[LVM
  15. 15. [^PJL[OLJVU]LYZPVUYH[LPU[OLJVU[LU[THYRL[PUN JHSJSH[PVUZVU[OLHZZTW[PVU[OH[ZLYZ^OVHYLZLHYJOPUNOH]LOPNOPU[LU[PU[OH[TVTLU[ HS[OVNOHJVU[LU[THYRL[LY^VSKHYNLPUYLZWVUZL[OH[[OLYLSH[PVUZOPWIPSKPUN[OH[VJJYZ MYVTYLJYYPUNJVU[LU[`PLSKZHOPNOLYJVU]LYZPVUYH[LV]LY[PTL ;OZPUVYKLY[VNLULYH[LSLHKZMVYTPKZPaLKMVYSHYNLZPaLKV]LYTVU[OZ[V TH[JO[OLJVU[LU[THYRL[PUNVWLYH[PVU[OLWHPKZLHYJOJHTWHPNU^VSKULLK[VI` JSPJRZ ;OL[HISLVU[OLMVSSV^PUNWHNLZTTHYPaLZ[OLV]LYHSSYLZS[ZVM[OLZ[K`»ZJVU[LU[THYRL[PUN VWLYH[PVUZHZJVTWHYLK[VWHPKZLHYJO
  16. 16. Cost per lead: 24 months mid-sized larger-sized $125 $109/ Content marketing costs 31% less than paid search $100 $75 $50 expenses: $437,376 leads: 4,032 paid search $108/ expenses: $1,452,984 leads: 13,488 paid search Content marketing costs 41% less than paid search expenses: $312,560 leads: 4,172 content marketing $75/ expenses: $869,060 leads: 13,569 content marketing $64/
  17. 17. BENCHMARK: PAID SEARCH MARKETING What is the cost per click? 6UJLTVYLWYPJLZ]HY`NYLH[S`I`RL`^VYKPUKZ[Y`HUKTHYRL[KLTHUKZ;OPZZ[K`^PSSZLH ISLUKLKH]LYHNLVMRL`^VYKZHJYVZZZL]LYHSZLNTLU[ZIV[OOLHKHUK[HPS[LYTZHSSKLYP]LKMYVT .VVNSL»Z;YHɉJ,Z[PTH[VY [VVS! Cost per click across several segments derived from Google’s Tra!c Estimator tool life insurance $16.59 diabetes medicine $4.74 trucking services $2.42 $4.22 average cost per click divorce laywer $10.88 passport services $3.58 tax advisors $2.69 chicago physical therapy $4.17 mexico vacation $2.14 dallas real estate $2.50 running shoes $1.86 baseball cards $0.82 dvd player $1.27 quilting supplies $1.22 ;OLJVZ[VMJSPJRZTPKH[HUH]LYHNLVMPZMVYJSPJRZSHYNL[OL JVZ[PZ (KKPUNHUHKKP[PVUHSL_WLUZLVMWLYTVU[OMVY:,4JVUZS[PUN V]LYTVU[OZ`PLSKZH[V[HSL_WLUZLVM HUKan average cost per lead of $109 / $108.
  18. 18. CONCLUSIONS Content Marketing ROI Measures Up OLUP[JVTLZ[VSLHKNLULYH[PVUVYZ[K`ÄUKZ[OH[JVU[LU[ THYRL[PUNKLSP]LYZHOPNOLY960[OHUWHPKZLHYJO;OLYLHYL JLY[HPUS`THU`MHJ[VYZMVYKPɈLYLU[IYHUKZHUKPUKZ[YPLZ [OH[PUÅLUJL[OLHUHS`ZPZPUJSKPUNJVU[LU[L_WLUZL[YHɉJ WH[[LYUZJVU]LYZPVUYH[LZHUKRL`^VYKWYPJLZ-Y[OLYTVYL JVU[LU[THYRL[PUNPZVM[LUISLUKLK^P[OHK]LY[PZPUNWHPK[HJ[PJZ PLI`PUNWHPKWYVTV[PVUMVYHUL)VVR )[HZTHYRL[LYZJVUZPKLY[OLPYJOHUULSWVY[MVSPVJVU[LU[ THYRL[PUNTZ[ILWHY[VM[OLTP_NP]LUP[ZZ[YVUN960]HSL Many Factors: Content Expense ;YHɉJ7H[[LYUZ Conversion Rates Keyword Prices
  19. 19. Content Marketing is Not a Campaign ;YHKP[PVUHSS`THYRL[PUNOHZILLUL_LJ[LK[OYVNOHZLYPLZVMJHTWHPNUZ4HYRL[LYZI`L_WVZYL MYVTTLKPHV[SL[Z[OH[HSYLHK`OH]LHKPLUJLZ^OL[OLY;=IPSSIVHYKZVYVUSPUL*HTWHPNUZHYL YUV]LY[PTLYLZS[ZHYLTLHZYLKH[[OLLUKVM[OLWYVNYHTHUKZIZLXLU[JHTWHPNUZHYL TVKPÄLKHJJVYKPUN[VWYL]PVZWLYMVYTHUJL )[HZ7SPaaPZH`ZJVU[LU[THYRL[PUNPZUV[HJHTWHPNU;OL[YHKP[PVUHSK`UHTPJZVMTHYRL[PUNHYL [YULKVU[OLPYOLHK0UZ[LHKVMI`PUNTLKPHTHYRL[LYZHYLbecoming[OLTLKPHowning[OLTLKPH 0UZ[LHKVMYLU[PUNHUHKPLUJL[OL`HYLLHYUPUNHUHKPLUJL;OPZ[HRLZ[PTL ;OLUTILYVMSLHKZWLYPUJVU[LU[THYRL[PUNZ[HY[Z]LY`SV^)[H[HYVUK TVU[OZHZ [OLJVU[LU[THYRL[PUNVWLYH[PVUIPSKZP[ZHKPLUJL[OLUTILYVMSLHKZWLYZYWHZZLZ[OH[ VMWHPKZLHYJO(Z[OLHKPLUJLJVU[PULZ[VIPSK[OLLɈLJ[P]LULZZVMJVU[LU[THYRL[PUNJVU[PULZ [VNYV^^OPSL[OLULLK[VJVU[PUL[VWH`MVYHKZYLTHPUZ[OLZHTL(M[LYTVU[OZJVU[LU[ THYRL[PUNOHZNLULYH[LKSLHKZWLYZWLU[NYLH[LY[OHU[OL SLHKZMVYWHPKZLHYJO 0UJVU[LU[THYRL[PUNVUJL`V»]LIPS[`VYHKPLUJL`VV^UP[HUKP[JVU[PULZ[VNLULYH[L THYRL[PUNYLZS[Z@VUVSVUNLYOH]L[VWH`YLU[[VTLKPH ;OLWVPU[PZ[OH[[OVZL^OVLTIHYRVUJVU[LU[THYRL[PUNTZ[UKLYZ[HUK[OH[P[PZHSVUN[LYT LɈVY[YLXPYPUNZPNUPÄJHU[PU]LZ[TLU[ZVM[PTLHUKYLZVYJLZILMVYLP[ZYLZS[ZJHUTLHZYLW MH]VYHIS` The graph below compares the cumulative number of leads generated per $1000 spent from the study’s content marketing operation (large organization) and its paid search campaign: 36 30 24 18 12 31 leads CONTENT MARKETING /$1,000 9 leads /$1,000 PAID SEARCH Month 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 6 6^ULYZOPWILULÄ[Z Once you’ve built your audience, your ROI goes up since you no longer have to pay rent to the media
  20. 20. Content Marketing Must Be Managed as a Business Process (Z^L»]LYL]PL^LK[OLYLJHUILNYLH[]HYPHUJLPU[OLRL`MHJ[VYZPUHJVU[LU[THYRL[PUNVWLYH[PVU PUJSKPUNJVZ[Z[YHɉJHUKJVU]LYZPVUYH[LZ 4HU`THYRL[LYZHYLL_WLYPTLU[PUN^P[OJVU[LU[THYRL[PUN!^YP[PUNVUHISVNWVZ[PUN[V@V;IL L[J)[YLHSYLZS[ZJVTL^OLUIYHUKZJVTTP[[VILJVTPUNHWISPZOLYHUKKL]LSVWPUNHZPNUPÄJHU[ HKPLUJL^OPJOJHUIL[HWWLKMVYSLHKZ :JOJVTTP[TLU[PU]VS]LZHTLHUPUNMSPU]LZ[TLU[¶VMJHWP[HSHUKOTHUYLZVYJLZ;VLUZYL [OH[PU]LZ[TLU[`PLSKZ[OLKLZPYLKYLZS[ZJVU[LU[THYRL[PUNTZ[L]VS]LMYVTHUL_WLYPTLU[[V HZ[YJ[YLKIZPULZZWYVJLZZ;OLWSHUUPUNWYVKJ[PVUHUKKPZ[YPI[PVUJVTWVULU[ZVM[YS` VWLYH[PUNHZHWISPZOLYJHUILJVTWSL_HUK[H_PUN;OLWYVKJ[P]P[`HUKLɈLJ[P]LULZZVM`VY JVU[LU[THYRL[PUNJHUILUKLYTPULKPM[OLYLHYLUVWYVJLZZLZHUKZ`Z[LTZPUWSHJL[VTHUHNL[OL VWLYH[PVU (KKP[PVUHSS`JVU[LU[THYRL[LYZTZ[TLHZYL[OLWLYMVYTHUJLVM[OLPYLɈVY[Z[VZV[OH[[OL`JHU JVU[PUVZS`YLÄUL[OLPYVWLYH[PVU3LHKLYZOPWULLKZPUZPNO[ZPU[VUV[VUS`HNNYLNH[LWLYMVYTHUJL I[WLYMVYTHUJLHUHS`aLKI`KPɈLYLU[KPTLUZPVUZZJOHZH[OVYJH[LNVY`HUKJVU[LU[[`WLZV[OH[ [OL[LHTJHUUKLYZ[HUK^OH[»Z^VYRPUN^OH[PZU»[HUK^O` ABOUT THE AUTHORS About Kapost 2HWVZ[PZ[OLSLHKPUNWYV]PKLYVMJVU[LU[THYRL[PUNZVM[^HYL[OH[LUHISLZJVTWHUPLZ[VTHUHNL[OLPYJVU[LU[ THYRL[PUNHZHZ[YJ[YLKIZPULZZWYVJLZZ;OYVNOP[ZWSH[MVYT[OH[THUHNLZ[OLPKLH[PVUWYVKJ[PVU KPZ[YPI[PVUHKPLUJLKL]LSVWTLU[HUKHUHS`[PJZVMJVU[LU[THYRL[PUN2HWVZ[LTWV^LYZTHYRL[LYZ [VNLULYH[LTVYLJVU[LU[TVYL[YHɉJHUKTVYLSLHKZ2HWVZ[JZ[VTLYZPUJSKLIYHUKZSPRL=LYPaVU ,SVXH5VRPHHUK)LUQHTPU4VVYL2HWVZ[HSZVWYVKJLZ;OL*VU[LU[4HYRL[LLYHZP[LWYV]PKPUN]HSHISL PUMVYTH[PVU[VJVU[LU[THYRL[LYZ About Eloqua ,SVXHWYV]PKLZZVS[PVUZ[VOLSWP[ZJZ[VTLYZHJJLSLYH[LYL]LULNYV^[O[OYVNO9L]LUL7LYMVYTHUJL 4HUHNLTLU[,SVXHWYV]PKLZWV^LYMSIZPULZZPUZPNO[[VPUMVYTTHYRL[PUNHUKZHSLZKLJPZPVUZ[VKH` [OH[KYP]LYL]LULNYV^[O[VTVYYV^;OLJVTWHU`»ZTPZZPVUPZ[VTHRLP[ZJZ[VTLYZ[OLMHZ[LZ[NYV^PUN JVTWHUPLZVU,HY[O4VYL[OHUJSPLU[ZYLS`VU[OLTHYRL[PUNH[VTH[PVUWV^LYVM,SVXH[VPTWYV]L KLTHUKNLULYH[PVUHUKSLHKTHUHNLTLU[^OPSLKYP]PUNTVYLXHSPÄLKSLHKZ,SVXH»ZJZ[VTLYZPUJSKL (KVIL(65+V^1VULZ(+7-PKLSP[`7VS`JVTHUK5H[PVUHS0UZ[YTLU[Z About Eloqua Kapost ,SVXHHUK2HWVZ[OH]LPU[LNYH[LK[OLPYWSH[MVYTZ[VLUHISLTHYRL[LYZMVY[OLÄYZ[[PTL[VTLHZYL[OL PTWHJ[LHJOJVU[LU[HZZL[OHZVU[OLI`LY»ZQVYUL`;OL,SVXH2HWVZ[PU[LNYH[PVUTHRLZP[LHZ`MVY IZPULZZLZ[VZLLOV^PUKP]PKHSWPLJLZVMJVU[LU[UV[VUS`IVVZ[MHUZHUKMVSSV^LYZI[HSZVPUÅLUJLSLHK JHW[YLJVU]LYZPVUHUKS[PTH[LS`KLHSZ

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