2015 MnSearch Summit - Wil Reynolds - The Problem with the ROI of Content

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MnSearch, The Minnesota Search Engine Marketing Association

At the 2015 MnSearch Summit, Wil Reynolds delivered a great presentation titled "The Problem with the ROI of Content".

Education

@wilreynolds
Guinness
Content Marketing 1951 style

“If someone took your content from the
web
Would anyone miss it?”
-Ann Handley

Great content requires great
Vision
Talent
Visibility
Data
Investment (Money)

Free traffic
is getting
increasingly
costly

Wait?!! My
old content
is my highest
performing
content?

1 piece of content,
11 people,
175-300 ish hours,
$1,000 dollars

Learnings:
Retargeting Outreach
Retargeting w. Updates (2 years)
Retargeting w. Scroll depth
Retargeting w. Video Views
Custom audiences who have shared
similar assets and got them to move

Commit to doing less content,
reap the later organic benefits

Would you pay to create content like
this?

Scales,yup
Helps people,eh
Share with friends…

What do you think the users signals look
like?

What content do you build that is worth
doing every year?

Saving wasted spend
in PPC is how we can
Get budget
to do awesome content and pay for
traffic to it.

@wilreynolds
ROI of a loyal ARMY?
http://www.flickr.com/photos/bayat/

@wilreynolds
20% of our budget
is NOT tied to ROI

@wilreynolds
What’s the ROI of your mom??

Every time you need to build content you
have a choice…

“You can get with this
Or you can get with That

Which business has the most faith in
marketing?

@wilreynolds
Brands
spend
money
on
content

Afraid the world is like this
(it is NOT)

Missed Opportunity, retargeting for 2015

Not paying for views/conversions
Paying for an army

Produce content worth
re-using
re-membering,
re-searching, &
re-discovering

1 Question:
If your content was removed from the
web, would anyone miss it?

We’ve made a study of nearly fifty major finance and FinTech companies which have been making use of content marketing, for the purposes of link building or gaining press coverage in order to track the most successful, and the trends which guided their creation. This included 220 pieces of content and over 2750 backlinks created over the past five years, and featured five of Kaizen’s clients, for whom we have produced some of the pieces of content.

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