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High Performance Content Marketing
The document discusses the ROI of content marketing, emphasizing its role as a long-term investment aimed at increasing conversion, customer retention, and overall profit. It presents examples and statistics illustrating successful ROI measurements and stresses the need for strategic approaches to improve content marketing effectiveness. Additionally, it highlights the importance of integrating brand content with sales efforts and making informed advertising decisions.
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High Performance Content Marketing
- 40. THE ROI OFCONTENT MARKETING PAUL EVERETT, DIRECTOR, THE MARKETING PRACTICE @TMPEverett
- 41. About me Working for…Selling to… •INTRODUCTION
- 42. The ROI ofcontent marketing • Why are we doing content marketing? • Examples of ROI measurement • Tactics for improving ROI •INTRODUCTION
- 43. A track recordof predictions •INTRODUCTION
- 44. 1. WHY AREWE DOING CONTENT MARKETING?
- 45. •1.WHY CONTENT? Objectives of contentmarketing • Typical strategic objectives: - (re)Positioning the business to increase conversion, lifetime value and customer retention - Engaging with buyers who are researching online and pulling them into the sales process (content replacing the sales team) - Impact on other audiences (analysts, press, current/future employees) - Because everyone else is doing it? • But measurement is still mostly at the tactical level… - Consumption (views, time on page) - Reach/sharing - 1st step lead generation • …not great indicators of quality
- 46. A longer terminvestment in growing profit •1.WHY CONTENT? • IPA Databank • 996 case studies • 30 years of the IPA Effectiveness Awards
- 47. A longer terminvestment in growing profit •1.WHY CONTENT? 31% 40% 86% 4% % reporting very large profit growth Very large improvement in neither Very large improvement in both Very large improvement in price only Very large improvement in sales/share only Growing volume is not enough to drive profit
- 48. • This isnot a short term thing A longer term investment in growing profit •1.WHY CONTENT? %reportingvery largesalesgrowth Volume growth can be immediate Campaign duration 3 months 6 months 1 years 2 years 3 years 23 % 28 % 33 % 34 % 36 % Price effects take time Campaign duration 3 months 6 months 1 years 2 years 3 years 0% 1.7 % 1.8 % 2.9 % 3.1 % %reportingvery largepriceeffects Profit takes time to fully realise Campaign duration 3 months 6 months 1 years 2 years 3 years 4% 8% 9% 14 % 15 % %reportingvery largeprofitgrowth
- 49. 2. MEASUREMENT INACTION
- 50. •2.ROI EXAMPLES ITSMA survey: 2015Measuring and Communicating Marketing Impact http://www.itsma.com/research/itsma-online-survey-communicating-marketings-impact-roi-c-suite/
- 51. •2.ROI EXAMPLES ITSMA survey: 2015Measuring and Communicating Marketing Impact Majority of current measurement (quarterly) Best sources of content ROI
- 52. Examples: content throughto results • AXA Wealth • Growing business 3x more with companies who engage with content than those who don’t. • Capgemini Expert Connect • Sales of EUR6m in 2014, EUR10m expected in 2015. • Microsoft/Nokia • In decision-makers targeted by content campaign: Consideration increased by a third; Purchase Preference more than doubled. Part of a programme increasing business market share from 11% to 18% and now to 26%. •2.ROI EXAMPLES
- 53. 3. TIPS FORINCREASING ROI
- 54. Your prospect’s meetingpreparation in 2004 •3.INCREASING ROI
- 55. Your prospect’s meetingpreparation today •3.INCREASING ROI
- 56. Three tips toconsider… 1. Use the sales team as a direct channel to market Marketing ownership for social selling programmes 2. Closer integration of ‘brand’ content with demand generation and bid support Target content further into the sales process where influence is easier to track 3. Push for more relevant and targeted advertising solutions to promote content (retargeting, IP-based etc) Don’t cut back on promotion budget just because you have made a large investment in content •3.INCREASING ROI
- 57.
- 60. Jamie Labate /@jamielabate / jl@qz.com digital director, EMEA, Quartz Reinventing the wheel
- 61.
- 62. 1. The inexorableshift to mobile is over. 62
- 63. Daily distribution oftime on mobile vs. desktop, 2014: 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Russia Hungary Slovakia Brazil South Africa Turkey Australia Italy Argentina Canada Mexico India Germany Indonesia Nigeria Milward Brown AdReaction 2014, via Mary Meeker’s 2014 Internet Trends 63
- 64. Daily distribution oftime on mobile vs. desktop, 2014: 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Russia Hungary Slovakia Brazil South Africa Turkey Australia Italy Argentina Canada Mexico India Germany Indonesia Nigeria Milward Brown AdReaction 2014, via Mary Meeker’s 2014 Internet Trends UK: 63% mobile 64
- 65. 2. Publishers haveless control over their site traffic than ever before. 65
- 66. Email newsletters Visiting news sites Social media News apps Print Quartz Global ExecutivesStudy, 2015 66 78% 74% 62% 53% 38% Where business executives are getting their news in 2015:
- 67. New York TimesInnovation Report, 2014
- 68. Quartz’s traffic fromFacebook and LinkedIn: Omniture Faceboo k LinkedIn 68
- 69. 3. The pathto monetization is getting murkier— but the opportunity for those who navigate it successfully is potentially bigger than ever. 69
- 70. 70 In the US,programmatic spending is projected to grow to $20+ billion by 2016. $4.2 $10.1 $14.9 $20.4 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 200% $0.0 $5.0 $10.0 $15.0 $20.0 $25.0 2013 2014 2015 2016 24% 45% 55% 63% US programmatic spending (billions): % of total digital display spending: eMarketer, October 2014; Magna Global, 2014
- 71. 71 In the US,programmatic spending is projected to grow to $20+ billion by 2016. $4.2 $10.1 $14.9 $20.4 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 200% $0.0 $5.0 $10.0 $15.0 $20.0 $25.0 2013 2014 2015 2016 24% 45% 55% 63% US programmatic spending (billions): % of total digital display spending: eMarketer, October 2014; Magna Global, 2014 Globally, programmatic is expected to be a $32 billion market by 2017.
- 72. 2014 2015 20162017 2018 2019 72 Meanwhile, mobile advertising accelerates its surge past desktop. $19.2 billion $30.5 $42.0 $65.5 US desktop ad market: US mobile ad market: eMarketer,, September 2015. $50.8 $58.0 $30.6 billion $27.5 $24.9 $28.3 $24.7 $26.5
- 73. 73 And users aregrowing less tolerant of unpleasant ad experiences.
- 74. So what dowe do? 74
- 75.
- 76. 76 When Quartz launched,we were careful not to call it a website. The web was simply its first iteration.
- 77.
- 78. 78 qz.com Quartz India web emailsocial apps events Quartz Africa Atlas Daily Brief Africa Weekly Brief Facebook Twitter Instagram LinkedIn YouTube Flipboard Google Newsstand Apple News Quartz iOS app Smartnews Pulse The Next Billion Obsession Forums Roundtables Pinterest Pocket Feedly podcast 2016
- 79. “It’s such aprivilege, to be inside our readers’ inboxes every morning. Our only objective is to write the best possible news briefing that we can.” 79 Zach Seward, VP of product and executive editor
- 80.
- 81. 2. Reinvent thewheel. 81
- 82. “If the oldmodel is broken, what will work in its place? Nothing will work, but everything might. Now is the time for experiments, lots and lots of experiments…” 82 Clay Shirky
- 83.
- 84.
- 85.
- 86. likelihoodof successonthe web word count /depth of treatment 86 The Quartz curve
- 87. 87 “Here, look atthis thing…” a surprising factoid or statistic a chart that shows a clear trend a photo that you have to look at a long, authoritative feature an exclusive bit of news a very strong argument a good headline a quip
- 88.
- 89.
- 91.
- 95. 95 3. Don’t compromisequality.
- 96. 96 $1.5 $2.2 $3.2 $4.3 $5.7 $7.1 $8.8 2012 2013 20142015 2016 2017 2018 Native is already growing significantly… US native ad spending (billions): Socintel360 via eMarketer (September 2014); IAB UK
- 97. 97 …and its marketpotential has yet to be fully unlocked. Quartz 2015 Global Executives Study; Association of National Advertisers 2015 Survey Report 84% of executives are genuinely interested in content from brands.
- 98. 98 …and its marketpotential has yet to be fully unlocked. Quartz 2015 Global Executives Study; Association of National Advertisers 2015 Survey Report 84% of executives are genuinely interested in content from brands. 55% 32% 27% 18% 18% Lack of familiarity Budget concerns Transparency concerns Lack of creative… Limited reach Top barriers to adoption among brands and agencies:
- 99. 99 Executives’ interaction withmobile ads is limited, but promising. 15% interact with mobile ads Top reasons for interaction: • 58% clicked through to a site. • 33% read a piece of sponsored content. • 30% watched a video. • 24% admired the imagery it used.
- 100. 100 Quality content is: Frictionless Visual Optimizedfor phones Tailored to the platform User-first in every dimension
- 101. Quartz design principle: Makesmall decisions with data, and big decisions with your gut. 101
- 103. A FILL-THE- SCREEN CANVAS ENGAGE + Sparksengagement + Promotes interaction + Builds awareness
- 104. YOUR BYLINE BULLETIN + Buildsawareness + Sparks conversation
- 105. 105 “I love theway you handle ads so much that I disabled adblocker for qz.com.” James Thigpen Engineering executive Twitter
- 106. 106 Charts 60 % Visual featuresdraw business executives into content. Quartz 2015 Global Executives Study
- 107. 107 Charts 60 % Photography 47 % Quartz2015 Global Executives Study Visual features draw business executives into content.
- 108. 108 Charts 60 % Photography Interviews Interactive features Maps Video Audio 47 % 39 % 35 % 31 % 26 % 9% Quartz 2015Global Executives Study Visual features draw business executives into content.
- 109. 109 “Hate to saythis, but this advertorial on Quartz is better than a lot of stories on some tech sites.” Ben Rooney Former tech editor, Wall Street Journal Europe Twitter
- 110. 110 0 20 40 60 80 100 120 140 160 $0.0 $2.0 $4.0 $6.0 $8.0 $10.0 $12.0 $14.0 $16.0 $18.0 $20.0 2012 2013 20142015 Quartz revenue and advertiser growth, 2012-now: 87% advertiser renewal rate Advertisers Revenue Internal numbers
- 111. Thank you! Jamie Labate/ @jamielabate / jl@qz.com digital director, EMEA, Quartz