How to Turn Content Into Revenue
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The document discusses how to turn content into revenue by producing more content, distributing it to the right audiences, and guiding readers through a "content journey" to convert them into leads or buyers. It introduces Roojoom as a content repurposing tool that allows marketers to design customized content journeys and publish repurposed content to consumer segments, with the goal of optimizing engagement and conversion rates across the customer lifecycle. Roojoom provides analytics to measure the performance of content journeys and improve key performance indicators.
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How to Turn Content Into Revenue
- 1. START How to Turn Content Into Revenue Yael Kochman
- 2. How often do you publish content? 2 Source: 2015 Content Marketing Trends / Content Marketing Institute Roojoom Web Experience Proprietary and Confidential
- 3. Goal: Lead Generation & Acquisition 3 Source: Oracle Roojoom Web Experience Proprietary and Confidential
- 4. What is your Conversion Rate? 4 Roojoom Web Experience Proprietary and Confidential 10,000 •Visitors / month 7,000 6,000 3,600 •40% Late wavers 36 •1% Lead Conversion •30% bounce •20% Early wavers > 0.5% Lead Conversion
- 5. The road to content performance 5 Roojoom Web Experience Proprietary and Confidential Produce more content Distribute to the right people at the right time Guide them through the content Convert readers to leads / buyers
- 6. Produce more content: Repurposing 6 Marketers are looking for More/Better Ways to Repurpose Content: Source: 2015 Content Marketing Trends / Content Marketing Institute Roojoom Web Experience Proprietary and Confidential
- 7. What is Content Repurposing? 7 Roojoom Web Experience Proprietary and Confidential Repurposing Content is the art of reviving pre- used, existed content to tell a new story. How: Take the same idea and produce new content: blog post, webinar, presentation, white paper, video, infographic, podcast, etc.
- 8. Key to increasing conversion 8 Roojoom Web Experience Proprietary and Confidential 2X conversion rate for 2nd - 5th time visitors compared to 1st visit Source: 2015 Marketo
- 9. How to get them back? 9 Roojoom Web Experience Proprietary and Confidential 1 Get their email address and send updates 2 Retargeting 3 Get them to continue browsing while they are there
- 10. How to get them to continue? 10 Roojoom Web Experience Proprietary and Confidential 1 Easy navigation 2 Make sure they know what to do next 3 Create a meaningful path for them to follow
- 11. 11 Offline example IKEA Roojoom Web Experience Proprietary and Confidential
- 12. 12 What is a ‘Content Journey’? A Content Journey is pre-designed trail of content offered to the customer in a step-by-step fashion, designed and compiled by the marketer in order to optimize conversion and brand engagement… Just like the journey Ikea is leading their customers through, you can lead customers through a Content Journey to increase engagement and conversion. Roojoom Web Experience Proprietary and Confidential
- 13. 13 Content Journey Example: Vodafone Roojoom Web Experience Proprietary and Confidential
- 14. 14 Advanced CTAs and Lead Gen forms Roojoom Web Experience Proprietary and Confidential
- 15. 15 Branded personal content journeys Roojoom Web Experience Proprietary and Confidential Create here Email here
- 16. 16 How does Roojoom Marketing Platform work? Marketers design Roojoom Content Journeys and publish to their consumer segments using the Roojoom SAAS hosted services KPIs are set and A/B tests are defined. BI A/B Consumer follow their Content Journeys on their Mobile and PC at high propensities and convert. Strict measurement is taken and ROI is evaluated constantly. Using the Roojoom online content editor, content is compiled into Roojoom Content Journeys and mapped into consumer profiles Consumer performance statistics is collected , analyzed and reported Roojoom dashboard provides real- time data and performance analytics Consumers are invited and exposed to their Content Journeys through messaging, ads, blogs, social and on-site. Performance statistics are fed back and Journeys are optimized to improve KPIS Roojoom Web Experience Proprietary and Confidential
- 17. 17 How do consumers meet their Roojoom Content Journeys? Email Landing page / site Roojoom Web Experience Proprietary and Confidential
- 18. 18 How do consumers meet their Roojoom Content Journeys? Social Media Search Results (Organic/ Paid) Roojoom Web Experience Proprietary and Confidential
- 19. Value across customer lifecycle Offer & Convert Welcome & Onboard ‘How to’ Self service Campaign & Upsell Retain Leads Sales Churn Engagement Adoption 19 Acquisition Onboarding Support Upsell Retention Support cost Roojoom Web Experience Proprietary and Confidential
- 20. 20 Customer lifecycle example Acquisition Onboarding SupportUpsell Retention Roojoom Web Experience Proprietary and Confidential
- 21. 21 Typical KPI Lifts Page Views CTRDuration Audience Duration per Visit (Min) Audience Page Views per Visit CTR per Visit 1-2 8 1.2 5 7% With Roojoom Without Roojoom Roojoom Web Experience Proprietary and Confidential Lead Conversion 2% 4.9% 0.5%
- 22. 22 Creating a Roojoom • A Design platform for Content Journeys • Repurpose content seamlessly • Auto reformatting of any online published content • Publishing and optimizing • Multi-browsers & mobile support • Performance dashboard 1 2 3 Roojoom Web Experience Proprietary and Confidential
- 23. Take-Aways 23 Roojoom Web Experience Proprietary and Confidential 1 Repurposing can help you produce more content 2 Guide prospects through the content to increase conversion 3 Roojoom is a content repurposing tool to increase conversion and ROI through storytelling