How to Measure Brand Awareness with Content MarketingLiz Bedor
Increase in brand awareness, or the extent to which consumers are familiar with your brand, is one of the most common content marketing business cases. Another way to think of this, is how many early-stage prospects are finding their way to your brand's website?
We can measure brand awareness a few different ways:
Paid vs. Organic Search Traffic: Search traffic your site receives from paid search advertisements versus traffic due to a high organic search ranking.
Unbranded Organic Search Traffic: Search traffic your site receives from keywords that never mention your brand name or products.
Organic Search Share of Voice: The percentage of online conversations in your space that include your brand.
Despite a huge surge in adoption of content marketing, many marketers still struggle to communicate and calculate the ROI of their programs internally. Some executives still view content as “just the latest trend” in marketing and don’t see the business value in providing useful, relevant and consistent content for their customers and prospects. Therefore, content marketers need to be able to measure their programs with things that have a quantifiable value they can take to the bank.
How to Measure Brand Health with Content Marketing Audience Growth MetricsLiz Bedor
Brand health measures how your digital audience feels about you. In our first post, we covered how we can measure this through engagement metrics. For this post, we’ll focus on how to measure this with the audience growth metrics below:
- Paid vs. Organic Search Traffic
- Social Shares/Followers
- Share of Voice/Offsite SEO
How to Measure Brand Health with Content Marketing Engagement MetricsLiz Bedor
Content marketing is best described as the "art of communicating with your customers and prospects without selling." If your brand is like most, however, your content marketing probably promotes the brand too much and your audience tunes you out.
David Beebe, Vice President of Global Creative and Content Marketing for Marriott International explains, “Content marketing is like a first date. If all you do is talk about yourself, there won’t be a second date.” You have to let people get to know your brand, like your brand and then eventually trust your brand enough to buy from you. Let's say you've accomplished letting people get to know your brand. How do you know how much they like your brand?
Brand health measures how your digital audience feels about you. We can measure this two ways: engagement and audience growth. For this post, we'll focus on engagement, which we can measure with the following:
Time on site: The amount of time visitors spends on your site.
Repeat visitors: The number of times someone engages with your brand.
Social likes: Which content is resonating most with your audience.
Subscriptions: People giving your brand exclusive access to their inbox, opening the opportunity for you to market to them.
Bounce rate: The percentage of visitors who enter your site and then leave, rather than continuing to view other pages.
Trends + Trendsetters: The Best in B2B Technology Content MarketingLiz Bedor
The b2b technology process is complicated. The marketplace is crowded and the complexity of the sale only increases as more stakeholders get involved. Technology marketers, however, can leverage content marketing to simplify their message and connect to these decision-makers.
A recent study by MarketingSherpa surveyed 4,000 b2b technology business professionals to understand what types of content these buyers are looking for. The types of content most requested?
CASE STUDIES: 67% of buyers reported case studies at the top of their list for most desired content.
EDUCATIONAL CONTENT: 84% of buyers want content that educates them and expect vendors to provide it.
CONTENT THAT SOLVES A PROBLEM: 72% of buyers want to find “solutions to solve a current problem.”
CONTENT CUSTOMIZED TO DIFFERENT BUYING STAGES: 60% of buyers look for different types of content depending on their needs at the time.
We surveyed the b2b technology landscape and interviewed content marketers from brands leading in these four areas. Here, we’ll discuss their strategies and see how they approach creating these types of content.
How to Plan and Build a Content Marketing StrategyLiz Bedor
Step by step guide on how to plan and build an effective content marketing strategy. This will be covered in the following sections:
Discovery
Destination
Team
Editorial
Customer Journey
KPIs/Reporting
Optimization
How to Measure Brand Awareness with Content MarketingLiz Bedor
Increase in brand awareness, or the extent to which consumers are familiar with your brand, is one of the most common content marketing business cases. Another way to think of this, is how many early-stage prospects are finding their way to your brand's website?
We can measure brand awareness a few different ways:
Paid vs. Organic Search Traffic: Search traffic your site receives from paid search advertisements versus traffic due to a high organic search ranking.
Unbranded Organic Search Traffic: Search traffic your site receives from keywords that never mention your brand name or products.
Organic Search Share of Voice: The percentage of online conversations in your space that include your brand.
Despite a huge surge in adoption of content marketing, many marketers still struggle to communicate and calculate the ROI of their programs internally. Some executives still view content as “just the latest trend” in marketing and don’t see the business value in providing useful, relevant and consistent content for their customers and prospects. Therefore, content marketers need to be able to measure their programs with things that have a quantifiable value they can take to the bank.
How to Measure Brand Health with Content Marketing Audience Growth MetricsLiz Bedor
Brand health measures how your digital audience feels about you. In our first post, we covered how we can measure this through engagement metrics. For this post, we’ll focus on how to measure this with the audience growth metrics below:
- Paid vs. Organic Search Traffic
- Social Shares/Followers
- Share of Voice/Offsite SEO
How to Measure Brand Health with Content Marketing Engagement MetricsLiz Bedor
Content marketing is best described as the "art of communicating with your customers and prospects without selling." If your brand is like most, however, your content marketing probably promotes the brand too much and your audience tunes you out.
David Beebe, Vice President of Global Creative and Content Marketing for Marriott International explains, “Content marketing is like a first date. If all you do is talk about yourself, there won’t be a second date.” You have to let people get to know your brand, like your brand and then eventually trust your brand enough to buy from you. Let's say you've accomplished letting people get to know your brand. How do you know how much they like your brand?
Brand health measures how your digital audience feels about you. We can measure this two ways: engagement and audience growth. For this post, we'll focus on engagement, which we can measure with the following:
Time on site: The amount of time visitors spends on your site.
Repeat visitors: The number of times someone engages with your brand.
Social likes: Which content is resonating most with your audience.
Subscriptions: People giving your brand exclusive access to their inbox, opening the opportunity for you to market to them.
Bounce rate: The percentage of visitors who enter your site and then leave, rather than continuing to view other pages.
Trends + Trendsetters: The Best in B2B Technology Content MarketingLiz Bedor
The b2b technology process is complicated. The marketplace is crowded and the complexity of the sale only increases as more stakeholders get involved. Technology marketers, however, can leverage content marketing to simplify their message and connect to these decision-makers.
A recent study by MarketingSherpa surveyed 4,000 b2b technology business professionals to understand what types of content these buyers are looking for. The types of content most requested?
CASE STUDIES: 67% of buyers reported case studies at the top of their list for most desired content.
EDUCATIONAL CONTENT: 84% of buyers want content that educates them and expect vendors to provide it.
CONTENT THAT SOLVES A PROBLEM: 72% of buyers want to find “solutions to solve a current problem.”
CONTENT CUSTOMIZED TO DIFFERENT BUYING STAGES: 60% of buyers look for different types of content depending on their needs at the time.
We surveyed the b2b technology landscape and interviewed content marketers from brands leading in these four areas. Here, we’ll discuss their strategies and see how they approach creating these types of content.
How to Plan and Build a Content Marketing StrategyLiz Bedor
Step by step guide on how to plan and build an effective content marketing strategy. This will be covered in the following sections:
Discovery
Destination
Team
Editorial
Customer Journey
KPIs/Reporting
Optimization
Content Marketing track keynote presentation at BlogWorld & New Media Expo New York 2012 by Lee Odden of TopRank Online Marketing.
Optimize and Socialize for Better Content Marketing Results.
When people refer to digital marketing, they usually refer to anything online. Although technically correct, there isn’t only one side to digital marketing, there are many different parts. Digital advertising is one of those parts. Also, digital advertising isn’t only one thing, either – there are a few different types of digital advertising.
Mobile-Friendly Disconnects #InfographicChad S. White
Consumers react harshly when they encounter websites or emails that aren’t mobile-friendly. B2C brands are making improvements, but the gains are uneven—sometimes in surprising ways. This infographic highlights some of the gaps, opportunities, and other disconnects in mobile email trends.
At the Marketo #MKTGNation Summit I delivered this call to action for today's marketers: do the stuff that matters and that has an impact on the business. Why? Because so much of marketing is ineffective. One reason content marketing has become such a buzzword today is simply because it can be measured. And those who commit to measuring it, see returns on their investment that are often many times higher than the average ROI of marketing. Check this presentation out to learn 10 Formulas ANY business can use to measure the ROI of content marketing and never waste money again
Driving Local Sales through Funnel MarketingKoozai
Local businesses can do so much when it comes to marketing their businesses online especially if they are looking to use paid media. Throughout this slidedeck you will have your eyes opened to over 20 strategies that local businesses can deploy using paid media platforms and channels such as Google AdWords, Bing and Facebook.
Advertisers typically use Google AdWords to drive conversions but very few look at how it can be used to encourage customer loyalty and advocacy.
In this presentation you will learn 14 strategies that can used to target people after they have converted.
When marketing and sales are working in lockstep, your revenue soars and your business grows. Resident marketing technology expert, James Kenler, has been on both sides of the sales and marketing divide. Learn how James used marketing automation to align the sales and marketing processes at CareerBuilder around a common business goal to ultimately develop a unified sales strategy driving overall revenue and resulting in the creation of new teams and resources.
Leveraging the Power of Search Intent to Maximize Your Clicks and ConversionsAlasdair Johnstone
A good account structure is one of the top ways to improve CPA, budgetary control, and overall AdWords performance. Boring!
We’ll make the process of restructuring your account fun and interesting!
- How to Identify Search Intent
- Structuring Your Account
- Let’s Talk About Ads
- Story Time
What Is The ROI of Content Marketing? #Forward16Michael Brenner
Measuring the business value of marketing is the top concern for marketers and CMOs. So why do we spend so much of our time and money doing things that don't matter to our customers or drive impact for our business? In this keynote, I walk you through 10 simple approaches any business can take to define the ROI of content marketing that helps your customers and delivers on that elusive ROI.
18 Blogging Essentials For Newbies In The Blogosphere!Ayesha Ambreen
In the age of digital media, blog sphere serves as the business hub for marketers. It is the center-point of all marketing activities and allows brands to share their vision, mission, expertise and knowledge with the world - at a touch. But maintaining a blog is a full time job, it takes time, energy and skill to run a successful blog. Besides there are nitty-gritties of blogging that bloggers need to remember all the time. And this can be daunting for those new in the field.So to get newbies up and running in no time, here are some essentials of blogging that every blogger/marketer should know.
Local businesses don't often use all the features available within the Paid Media space which means there is less competition across the board. This talk from MozTalk in London covers 24 strategies the businesses targeting local areas could be using to really dominate in their marketplace.
PPC and SEO: How to Invest in Both with SEOMoz and TradaTrada
PPC and SEO: How to Invest in Both
You're an overwhelmed marketing department. How should you allocate time and budget?
Invest in both PPC and SEO. During this webinar, Head SEO Ruth Burr from SEOMoz and Account Director Matt Hessler from Trada will give you detailed, step-by-step instructions for dividing your time profitably between PPC and SEO - and getting the best possible return on investment.
Optimize for Quality Score: how to maximize your SEO investment and drive down click costs.
Keyword generation for the lazy and smart: build and referesh your SEO keyword list without all the rigamarole.
Three-martini lunch: overhaul your dashboards and take back your workweek with these time-saving tips.
Turning Customers into Brand Ambassadors Ambassador
Brand Ambassadors are customers who have taken it to the next level. They advocate for your brand among their networks, referring new, high-quality customers to you. But how does the transition from customers to brand ambassadors happen?
In “Turning Customers into Brand Ambassadors,” you’ll get a comprehensive description of what it takes to start and maintain a successful referral program. You shouldn’t be intimidated by referral programs—become an expert and start seeing your customers become brand ambassadors today.
La customer experience è direttamente collegata all’esperienza della forza lavoro che - per impattare positivamente sulla customer experience - dovrebbe essere: coinvolta, produttiva ed empatia con il brand.
Content Marketing track keynote presentation at BlogWorld & New Media Expo New York 2012 by Lee Odden of TopRank Online Marketing.
Optimize and Socialize for Better Content Marketing Results.
When people refer to digital marketing, they usually refer to anything online. Although technically correct, there isn’t only one side to digital marketing, there are many different parts. Digital advertising is one of those parts. Also, digital advertising isn’t only one thing, either – there are a few different types of digital advertising.
Mobile-Friendly Disconnects #InfographicChad S. White
Consumers react harshly when they encounter websites or emails that aren’t mobile-friendly. B2C brands are making improvements, but the gains are uneven—sometimes in surprising ways. This infographic highlights some of the gaps, opportunities, and other disconnects in mobile email trends.
At the Marketo #MKTGNation Summit I delivered this call to action for today's marketers: do the stuff that matters and that has an impact on the business. Why? Because so much of marketing is ineffective. One reason content marketing has become such a buzzword today is simply because it can be measured. And those who commit to measuring it, see returns on their investment that are often many times higher than the average ROI of marketing. Check this presentation out to learn 10 Formulas ANY business can use to measure the ROI of content marketing and never waste money again
Driving Local Sales through Funnel MarketingKoozai
Local businesses can do so much when it comes to marketing their businesses online especially if they are looking to use paid media. Throughout this slidedeck you will have your eyes opened to over 20 strategies that local businesses can deploy using paid media platforms and channels such as Google AdWords, Bing and Facebook.
Advertisers typically use Google AdWords to drive conversions but very few look at how it can be used to encourage customer loyalty and advocacy.
In this presentation you will learn 14 strategies that can used to target people after they have converted.
When marketing and sales are working in lockstep, your revenue soars and your business grows. Resident marketing technology expert, James Kenler, has been on both sides of the sales and marketing divide. Learn how James used marketing automation to align the sales and marketing processes at CareerBuilder around a common business goal to ultimately develop a unified sales strategy driving overall revenue and resulting in the creation of new teams and resources.
Leveraging the Power of Search Intent to Maximize Your Clicks and ConversionsAlasdair Johnstone
A good account structure is one of the top ways to improve CPA, budgetary control, and overall AdWords performance. Boring!
We’ll make the process of restructuring your account fun and interesting!
- How to Identify Search Intent
- Structuring Your Account
- Let’s Talk About Ads
- Story Time
What Is The ROI of Content Marketing? #Forward16Michael Brenner
Measuring the business value of marketing is the top concern for marketers and CMOs. So why do we spend so much of our time and money doing things that don't matter to our customers or drive impact for our business? In this keynote, I walk you through 10 simple approaches any business can take to define the ROI of content marketing that helps your customers and delivers on that elusive ROI.
18 Blogging Essentials For Newbies In The Blogosphere!Ayesha Ambreen
In the age of digital media, blog sphere serves as the business hub for marketers. It is the center-point of all marketing activities and allows brands to share their vision, mission, expertise and knowledge with the world - at a touch. But maintaining a blog is a full time job, it takes time, energy and skill to run a successful blog. Besides there are nitty-gritties of blogging that bloggers need to remember all the time. And this can be daunting for those new in the field.So to get newbies up and running in no time, here are some essentials of blogging that every blogger/marketer should know.
Local businesses don't often use all the features available within the Paid Media space which means there is less competition across the board. This talk from MozTalk in London covers 24 strategies the businesses targeting local areas could be using to really dominate in their marketplace.
PPC and SEO: How to Invest in Both with SEOMoz and TradaTrada
PPC and SEO: How to Invest in Both
You're an overwhelmed marketing department. How should you allocate time and budget?
Invest in both PPC and SEO. During this webinar, Head SEO Ruth Burr from SEOMoz and Account Director Matt Hessler from Trada will give you detailed, step-by-step instructions for dividing your time profitably between PPC and SEO - and getting the best possible return on investment.
Optimize for Quality Score: how to maximize your SEO investment and drive down click costs.
Keyword generation for the lazy and smart: build and referesh your SEO keyword list without all the rigamarole.
Three-martini lunch: overhaul your dashboards and take back your workweek with these time-saving tips.
Turning Customers into Brand Ambassadors Ambassador
Brand Ambassadors are customers who have taken it to the next level. They advocate for your brand among their networks, referring new, high-quality customers to you. But how does the transition from customers to brand ambassadors happen?
In “Turning Customers into Brand Ambassadors,” you’ll get a comprehensive description of what it takes to start and maintain a successful referral program. You shouldn’t be intimidated by referral programs—become an expert and start seeing your customers become brand ambassadors today.
La customer experience è direttamente collegata all’esperienza della forza lavoro che - per impattare positivamente sulla customer experience - dovrebbe essere: coinvolta, produttiva ed empatia con il brand.
Cosa vuol dire User Experience? Che attività svolge uno User Experience Designer? Dove lavora e di quali progetti si occupa? Insieme agli studenti della NABA abbiamo cercato di rispondere a queste domande.
L'importanza dell'utente finale nel processo di progettazione del front endFrancesca Tassistro
Slide del seminario sull’utilizzo della metodologia User Centered nella progettazione di soluzioni digitali. Il seminario si è svolto all’interno del corso “Laboratorio di progettazione” – Laurea Magistrale in Informatica.
Performance marketing and Web Analytics - Eba 2009 - Gioia VisaniGioia Visani
Presentation on performance marketing and analysis culture, in italian, for the EBA Forum 2009 in Milan.
The presentation is under Creative Common licence, non commercial, with attribution.
Partecipazione alla vita politica in Italia: da dove ripartireDino Amenduni
1. Non trattare gli iscritti ai partiti come un gruppo di idioti
2. Accettare la complessità: si è in campagna elettorale tutti i giorni, volenti o nolenti
3. Iniziare (finalmente!) a considerare Internet come il luogo del dialogo e non del monologo
4. Aggiornare il significato delle parole sinistra e destra
5. Rinunciare all’alibi preferito di chi non vuole iniziare mai: “su Internet ci vanno solo i giovani”
(slideshow presentato agli Stati Generali della Comunicazione Politica, LUISS - Roma, 29 maggio 2013)
Digital Marketing: Creativity, process and project management - MoreThanZer...Gioia Visani
Presentation on digital marketing and its main components: creativity, process and project management.
Presented by Barbara Corti & Gioia Visani at More Than Zero 2008 in Milan.
All the presentation is under copyright by LBi IconMedialab. No use or partial reproduction permitted.
Content Marketing ROI: What's Your Content Formula?Michael Brenner
Calculate the ROI of content marketing and never waste money again. In this webinar, Liz Bedor and explain the core foundations from our book "The Content Formula" We go over Building a solid Business Case, getting the Budget, and Proving the ROI of content marketing
Despite a huge surge in adoption of content marketing, many marketers still struggle to communicate and calculate the ROI of their programs internally. Some executives still view content as “just the latest trend” in marketing and don’t see the business value in providing useful, relevant and consistent content for their customers and prospects. Therefore, content marketers need to be able to measure their programs with things that have a quantifiable value they can take to the bank.
1 Composing Effective Titles One of th.docxtarifarmarie
1
Composing Effective Titles
One of the most overlooked issues in writing a paper is the use of effective titles. In
fact, many times students forget to put a title on their papers at all! But a good title is vital for
it is the very first signpost to your reader. It indicates the subject, tone, and limits of your
paper. Students often put little thought into their titles, but academics often obsess over
them, and the more advanced your studies become the more important a good title will be. It
can be quite difficult to find the perfect title for your paper.
Here are some good tips for writing a title. I'll use examples from our book.
Titles don't always have to be clever, sometimes being direct is the best choice.
• "Outsourcing the Mentally Ill to Police"
• "Threatening Ocean Life"
Many times titles will ask the question they seek to answer.
• "Should Felon’s Vote?"
• "Bilingual or Immersion?"
• “Can you Program Ethics into a Self-Driving Car?”
Some titles use clever plays on words
• "Prescribing Under the Influence"
• "How ‘They’ become ‘We’"
Some use alliteration (the repetition of consonant or vowel sounds).
• "Altered Oceans: Plague of Plastic Chokes the Seas"
Many titles use colons to both use a catchy short title and one that gets to the heart of
the argument.
• "The Point of No Return: Climate Change Nightmares Are Already Here."
• “Ronald Regan’s Shameful Legacy: Violence, the Homeless, Mental Illness.”
Basic ROMI CalcMarketing ROI Campaign Planning ToolCampaign NameLe GrillCampaign ManagerTurki JulaydanDate Updated:December 9, 2018Return on Marketing Plan Information and Assignment Details:You have been asked to plan a marketing campaign for "Le Grill", where you must specify your anticipated marketing investment and translate that figure into a return on investment (ROI) percentage.Use the assumptions and the marketing expense worksheet located below the ROI spreadsheet to help you fill out the information required to calculate the ROI of your planned marketing campaign. Once youhave arrived at your ROI percentage, please answer the questions in the marketing plan Word doc. Submit both this worksheet and your case study to Canvas. ASSUMPTIONSDirections: Assume the following to help you plan your "Le Grill" marketing campaign ROI and answer the case study questions for the marketing plan. Assumption 1: Marketing BudgetYou have been allotted a maximum of $165,000 for marketing expenses, not including staff. I would use $50,000 for campaign development to arrange the events that will take place as the campaign itself. For the email marketing, I would use $10,000 for new customers who are willing to buy Le Grill ex, fathers or other potential customers. For the events and trade shows, I would use $15,000 for the actual event and all its need ex, chairs and tables etc... For the sponsorship, I would use $30,000 for the partners that relate to fathers ex, shaving.
How to Make a Better Search Network Campaign?PPCexpo
How to Make a Better Search Network Campaign?
Campaign planning is far from easy. That being said, when you take the time and effort to explore the vital aspects of PPC advertising, namely your audience, competitors, keywords, and budget, you give yourself a better chance of success.
With user intent and laser-focused targeting in mind, you’re sure to create some winning campaigns.
Marketing ROI is the practice of attributing revenue growth to the impact of your marketing initiatives.
Practically, marketing ROI is used to justify the budget allocation for ongoing and future initiatives.
So it’s important to know how to calculate the ROI accurately.
Especially for activities that do not directly provide the metrics of calculation.
This guide teaches you the basics of calculating Marketing ROI in simple terms.
Download google adwords search advertising exam question and answers 2018 PDF for Free. This search advertising exam pd will help you pass and get certification. You can score at least 90%.
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All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods including information storage and retrieval systems, without the prior written permission of the publisher.
How to increase sales using the 3 steps of the sales revenue formulaPhilip Mazloumian
Do you ever wonder how to increase sales revenue for your business? Whether you manage a start-up, a small-to-medium business (SMB), or even a vast international enterprise; this presentation was designed to help you. So, in order to learn how to increase sales, first we need to understand the sales revenue formula…
Solving the problem of brand keyword CPC increases on Google and aberrant ind...Keyade
Over the past months, Keyade consultants have observed an unusual and inexplicable increase in Google's Cost Per Click (CPC) on exact brand keywords. While accustomed to minor algorithmic changes by the Internet giant (Google makes over 500 changes a year to its algorithm), our Keyade consultants tested the various parameters that are taken into account when calculating an ad's quality score (QS).
Awesome Reporting for Winning at PPC #HeroConfKoozai
Whether you are a seasoned PPC pro or you are just getting started, you need to be reporting like a rockstar. Understanding the data you are presented with is paramount when it comes to paid search; the decisions you make need to be informed and backed with stats. There really is no need for the guessing game with all the tools available to us. You'll learn:
- How to report findings in an actionable, specific way to each type of audience (colleague, boss, client, potential client).
- Ways to use Google AdWords, Google Analytics and Excel in partnership to get the most out of your data.
- Why it's beneficial to use audit checklists.
Hjælp os med at videreudvikle Det værdifokuserede SalgskonceptMichael Raahauge
Vi søger 5-10 BtB virksomheder, der fokuserer på at differentiere sig fra deres konkurrenter, og som overvejer at gennemføre salgstræning. Vi ønsker at afprøve en række nye metoder og værktøjer, og tilbyder derfor virksomheder, der ønsker at hjælpe os en helt special løsning her i maj og juni. Er i interesseret så tag fat i Michael Raahauge på mir@ra2hauge.dk
The slides used by Matthew Sauer from iProspect at the E-commerce Meetup organized jointly with Neto, Hubspot and SEMrush: https://www.semrush.com/webinars/e-commerce-meetup/?language=en
Alexandra Tachalova (SEMrush) - Your Perfect AdWords StrategyeCommerce_Day
So finden Sie die besten AdWords Keywords für Ihre Werbeanzeigen auf Google.
Außerdem: Wie werden Rückschlüsse auf die Anzeigenqualität aus dem Besucherverhalten gezogen?
Vortrag vom Hitmeister e-Commerce Day 2014:
http://www.hitmeister.de/ecommerceday/videos/your-perfect-adwords-strategy/
Are you maximizing on the amazing opportunity to grow your business with paid search advertising?
Join our expert, Mark Irvine as he walks you through the 6 Fundamental Skills every advertiser will need in order to start profiting from this type of marketing.
You'll learn how to:
- Use keyword managment strategies to attract the most valuable traffic to your site
- Adjust bids to ensure you're only spending budget on relevant searches
- Target your ideal audience with the appropriate messaging
Similar to How to Calculate Conversions from Content Marketing (20)
2. These are prospects who became customers
because of either helpful, useful and/or
entertaining content you provided them.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
3. BRAND AWARENESS BRAND HEALTH CONVERSIONS
Percentage of people who take
a desired action.
WHAT TO MEASURE :
COST PER LEAD
PERCENTAGE OF LEADS
SOURCED
CONVERSIONS
Amount your brand spends
to acquire a lead.
Percentage of leads sourced by content
compared to other marketing programs.
4. BRAND AWARENESS BRAND HEALTH CONVERSIONS
Percentage of people who take
a desired action.
WHAT TO MEASURE :
COST PER LEAD
PERCENTAGE OF LEADS
SOURCED
CONVERSIONS
Amount your brand pays in
advertising to acquire a lead.
Percentage of leads sourced by content
compared to other marketing programs.
5. BRAND AWARENESS BRAND HEALTH CONVERSIONS
Percentage of people who take
a desired action.
WHAT TO MEASURE :
COST PER LEAD
PERCENTAGE OF LEADS
SOURCED
CONVERSIONS
Amount your brand pays in
advertising to acquire a lead.
Percentage of leads sourced by content
compared to other marketing programs.
6. BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCULATE THE VALUE OF:
COST PER LEAD
7. Calculating content marketing’s cost
per lead is crucial in order to benchmark your
program’s effectiveness against
other marketing programs.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
8. Determining this is quite simple. To begin,
we need to know the costs accrued to create
and distribute the content.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
9. CONTENT ACTIVITY COST
ROI Guide Creation $3,000
ROI Guide Sponsored Email $10,000
Strategy Guide Creation $3,000
Strategy Guide Sponsored Webinar $20,000
BRAND AWARENESS BRAND HEALTH CONVERSIONS
In this example, we’ve created two pieces of content:
• For the ROI Guide, we spent $3,000 to create and invested $10,000 to distribute.
10. CONTENT ACTIVITY COST
ROI Guide Creation $3,000
ROI Guide Sponsored Email $10,000
Strategy Guide Creation $3,000
Strategy Guide Sponsored Webinar $20,000
BRAND AWARENESS BRAND HEALTH CONVERSIONS
In this example, we’ve created two pieces of content:
• For the ROI Guide, we spent $3,000 to create and invested $10,000 to distribute.
• For the Strategy Guide we also spent $3,000 to create, but spent $20,000 to distribute.
• Combining these costs, we can see that the ROI Guide cost us $13,000 and the Strategy Guide cost us $23,000.
11. CONTENT ACTIVITY COST TOTAL COST
ROI Guide Creation $3,000
$13,000
ROI Guide Sponsored Email $10,000
Strategy Guide Creation $3,000
$23,000
Strategy Guide Sponsored Webinar $20,000
BRAND AWARENESS BRAND HEALTH CONVERSIONS
In this example, we’ve created two pieces of content:
• For the ROI Guide, we spent $3,000 to create and invested $10,000 to distribute.
• For the Strategy Guide we also spent $3,000 to create, but spent $20,000 to distribute.
• Combining these costs, we can see that the ROI Guide cost us $13,000 and the Strategy Guide cost us $23,000.
12. BRAND AWARENESS BRAND HEALTH CONVERSIONS
Now that we know how much our content cost to create and distribute, let’s see
how the content did in terms of lead generation to calculate cost per qualified lead.
13. BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs
ROI Guide $13,000 550 205
Strategy Guide $23,000 700 130
Now that we know how much our content cost to create and distribute, let’s see
how the content did in terms of lead generation to calculate cost per qualified lead.
• Our ROI Guide generated 550 new leads, 205 of which were qualified leads.
14. BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs
ROI Guide $13,000 550 205
Strategy Guide $23,000 700 130
Now that we know how much our content cost to create and distribute, let’s see
how the content did in terms of lead generation to calculate cost per qualified lead.
• Our ROI Guide generated 550 new leads, 205 of which were qualified leads.
• To calculate cost per lead, we want to take the total cost ($13,000) divided by the total number of qualified leads (205).
15. BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs
ROI Guide $13,000 550 205
Strategy Guide $23,000 700 130
Now that we know how much our content cost to create and distribute, let’s see
how the content did in terms of lead generation to calculate cost per qualified lead.
• Our ROI Guide generated 550 new leads, 205 of which were qualified leads.
• To calculate cost per lead, we want to take the total cost ($13,000) divided by the total number of qualified leads (205).
• $13,000 / 205 = $63
16. BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs CPMQL
ROI Guide $13,000 550 205 $63
Strategy Guide $23,000 700 130 $177
Now that we know how much our content cost to create and distribute, let’s see
how the content did in terms of lead generation to calculate cost per qualified lead.
• Our ROI Guide generated 550 new leads, 205 of which were qualified leads.
• To calculate cost per lead, we want to take the total cost ($13,000) divided by the total number of qualified leads (205).
• $13,000 / 205 = $63
• Therefore, our ROI Guide cost $63 per qualified lead.
17. BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs CPMQL
ROI Guide $13,000 550 205 $63
Strategy Guide $23,000 700 130 $177
To determine an accurate average total cost per lead of content marketing, we’d
want to take a larger sample, but for the purpose of this guide, we’ll simplify and
average these two costs.
18. BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs CPMQL
ROI Guide $13,000 550 205 $63
Strategy Guide $23,000 700 130 $177
To determine an accurate average total cost per lead of content marketing, we’d
want to take a larger sample, but for the purpose of this guide, we’ll simplify and
average these two costs.
$63 + $177 / 2 = $120
19. BRAND AWARENESS BRAND HEALTH CONVERSIONS
CHANNEL COST NEW LEADS MQLs CPMQL
ROI Guide $13,000 550 205 $63
Strategy Guide $23,000 700 130 $177
To determine an accurate average total cost per lead of content marketing, we’d
want to take a larger sample, but for the purpose of this guide, we’ll simplify and
average these two costs.
$63 + $177 / 2 = $120
Therefore our average total cost per lead for content marketing is $120.
20. BRAND AWARENESS BRAND HEALTH CONVERSIONS
HOW TO CALCULATE THE VALUE OF:
PERCENTAGE OF LEADS SOURCED
21. In order to determine the
percentage of leads from content marketing,
we first need to gather total number of leads
sourced from other marketing programs.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
22. BRAND AWARENESS BRAND HEALTH CONVERSIONS
Looking at this gathered data, we see that content marketing accounts for 205 of the
total 710 marketing qualified leads.
PROGRAM MQLs
Content 205
Events 300
Advertising 30
Email 100
Public Relations 75
Total 710
23. BRAND AWARENESS BRAND HEALTH CONVERSIONS
Looking at this gathered data, we see that content marketing accounts for 205 of the
total 710 marketing qualified leads.
To find the percentage, we take 205/710 to find that content marketing accounts
for 28.9% of total qualified leads.
PROGRAM MQLs PERCENTAGE
Content 205 28.9%
Events 300 42.2%
Advertising 30 4.2%
Email 100 14.2%
Public Relations 75 10.5%
Total 710 100%
EVENTS
ADVERTISING
CONTENT
EMAIL
PUBLIC RELATIONS
25. Finally, to determine the actual revenue
sourced by content marketing, we need
to look at conversions.
BRAND AWARENESS BRAND HEALTH CONVERSIONS
26. BRAND AWARENESS BRAND HEALTH CONVERSIONS
PROGRAM MQLs
CONVERSION
RATE
AVERAGE SALES
VALUE
Content 205 50% $500
For this example, let’s say our content marketing has a conversion rate of 50%
and the average sale is worth $500.
27. BRAND AWARENESS BRAND HEALTH CONVERSIONS
PROGRAM MQLs
CONVERSION
RATE
AVERAGE SALES
VALUE
Content 205 50% $500
For this example, let’s say our content marketing has a conversion rate of 50%
and the average sale is worth $500.
• To find our total conversions, we need to multiply our total qualified leads by 50%.
28. BRAND AWARENESS BRAND HEALTH CONVERSIONS
PROGRAM MQLs
CONVERSION
RATE
AVERAGE SALES
VALUE
CONVERSIONS
Content 205 50% $500 102.5
For this example, let’s say our content marketing has a conversion rate of 50%
and the average sale is worth $500.
• To find our total conversions, we need to multiply our total qualified leads by 50%.
• 205 * 50% = 102.5 conversions
29. BRAND AWARENESS BRAND HEALTH CONVERSIONS
PROGRAM MQLs
CONVERSION
RATE
AVERAGE SALES
VALUE
CONVERSIONS
Content 205 50% $500 102.5
For this example, let’s say our content marketing has a conversion rate of 50%
and the average sale is worth $500.
• To find our total conversions, we need to multiply our total qualified leads by 50%.
• 205 * 50% = 102.5 conversions
• Based on that finding we assume these sales will average $500, so to find the total value we
• multiply 102.5 * $500 = $51,000
30. BRAND AWARENESS BRAND HEALTH CONVERSIONS
PROGRAM MQLs
CONVERSION
RATE
AVERAGE SALES
VALUE
CONVERSIONS
TOTAL CONVERSION
VALUE
Content 205 50% $500 102.5 $51,000
For this example, let’s say our content marketing has a conversion rate of 50%
and the average sale is worth $500.
• To find our total conversions, we need to multiply our total qualified leads by 50%.
• 205 * 50% = 102.5 conversions
• Based on that finding we assume these sales will average $500, so to find the total value we
• multiply 102.5 * $500 = $51,000
• Therefore, our total content marketing conversions are worth $51,000
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