Presentation given at the everything: content and social conference in Minneapolis on March 22, 2018.

1. Making the Most
of Your Content
Marketing Spend

2. @CraigPladson

3. IYHO,
What’s the following
experience worth?
@craigpladson / #evmpls

16. Mahalo,
Josh
@craigpladson / #evmpls

17. IYHO,
What’s this experience worth?
@craigpladson / #evmpls

18. @craigpladson / #evmpls
Pro Forma
Room $3,000
Food and Drink $1,000
Massage $250
Golf $250
Goodwill $7,500
$12,000

19. Mahalo,
Josh
@craigpladson / #evmpls
Made the most of Grand Hyatt’s
content marketing spend.

20. @craigpladson / #evmpls
How are marketers
thinking about making the most
of their content marketing spend?

21. Social media
spending
increased 235%
from 2009 to 2017.
Source: 2017 CMO Survey@craigpladson / #evmpls

22. Only 20% of marketers
say they are able to
prove the impact of
content creation
quantitatively.
Source: 2017 CMO Survey@craigpladson / #evmpls

23. Source: Altimeter@craigpladson / #evmpls
Only 34% of
organizations
feel their social
strategy
is connected to
business outcomes.

24. To do:
Social ROI
Incrementality
Content team
Mindset
@craigpladson / #evmpls

25. Before we
get started …
@craigpladson / #evmpls

26. Brand purpose.
Content calendar.
Marketing plan.
Business objectives. Check.
Check.
Check.
Check.
@craigpladson / #evmpls

27. @craigpladson / #evmpls
Social ROI

28. @craigpladson / #evmpls
Revenue from
ad source
Cost of
ad source
Return On Ad Spend

29. @craigpladson / #evmpls
$100,000
$50,000

30. @craigpladson / #evmpls
$100,000
$50,000
200% or 2:1

31. @craigpladson / #evmpls
ROAS calculations
can be misleading.

32. @craigpladson / #evmpls
Social
ROI
The sum of all
social media actions
that create value.
After all the time,
money and
resources invested,
what’s the return?
Source: Hootsuite

33. @craigpladson / #evmpls
$100,000 revenue
$50,000 Media placement
$4,000 Media management
$6,000 Writing and design
$2,000 Account / PM
$20,000 SG&A
$2,000 Tools and technology
$16,000 profit
Social
ROI

34. @craigpladson / #evmpls
$100,000 revenue
$50,000 Media placement
$4,000 Media management
$6,000 Writing and design
$2,000 Account / PM
$20,000 SG&A
$2,000 Tools and technology
$16,000 profit
$34,000 in costs
that weren’t accounted
for in the previously
calculated 200% ROAS

35. @craigpladson / #evmpls
Make the most of your content
marketing spend by getting a
more accurate read on ROI.

36. @craigpladson / #evmpls
Incrementality

37. @craigpladson / #evmpls

38. @craigpladson / #evmpls

39. @craigpladson / #evmpls

40. @craigpladson / #evmpls
Today only: 20% off BUY

42. Consumers
We enjoy the
convenience of
connected experiences
across devices and
locations.
Marketers
We are challenged with
organizing our media
teams in a way that
aligns with a consumer’s
cross-channel journey.
Businesses
We aspire to understand
which parts of the
consumer experience are
generated a positive
return on investment.

43. @craigpladson / #evmpls
EMAIL
.COM
GRAM
FB
PHONE
TABLET
LAPTOP
STORE
.COM

44. @craigpladson / #evmpls
As we assess our media investments
throughout the consumer journey,
the biggest challenge is choosing the
most effective measurement solution.

45. Incrementality
Attribution
@craigpladson / #evmpls

46. Incrementality
@craigpladson / #evmpls
Measure causal impact to understand if an individual
touchpoint could make or break the purchase as a consumer
works their way through the buying process.

47. @craigpladson / #evmpls
EMAIL
.COM
GRAM
FB
PHONE
TABLET
LAPTOP
STORE
.COM

48. @craigpladson / #evmpls
Whether the impact is negative or
positive, incrementality testing allows
you to determine the influence of what
a single variable, or set of variables did
on someone’s path to purchase.

49. @craigpladson / #evmpls
Make the most of your content
marketing spend by
thinking about the value of each
touchpoint on the path to purchase.

50. @craigpladson / #evmpls
Content team

51. Brand purpose.
Content calendar.
Marketing plan.
Business objectives. Check.
Check.
Check.
Check.
@craigpladson / #evmpls

52. @craigpladson / #evmpls
Content team

53. @craigpladson / #evmpls
Content team
Who is on it
What they do
How they work

54. @craigpladson / #evmpls
STRATEGIST
DESIGNER
WRITER
CO-CREATORS
COMMUNITY
MEDIA
ANALYST

55. @craigpladson / #evmpls
STRATEGIST
DESIGNER
WRITER
Co-lead for ideation and writer for
both short and long-form content.
CO-CREATORS
COMMUNITY ANALYST
MEDIA
Carries through business and brand
strategy; articulates consumer needs.
Leads creation of content calendar
and manages publishing / feeds.
Tags, tracks and analyses the
performance of created content.
Channel selection, targeting, media
placement and optimization.
Co-lead for ideation and designer
of illustrations and graphics.
Writers, designers, developers and
other makers to create content.

56. @craigpladson / #evmpls
DISCOVERY CREATE ITERATECOLLABORATE MARKET
Problems to solve
Journey mapping
Analogous inspiration
Business outcomes
How might we?
Landing page sketching
Initial messaging
Writing
Design
Development
Media buying
Learning agenda
Insights
Action
Performance
Ideas killed
Wins celebrated
Adjustments made

57. @craigpladson / #evmpls
Make the most of your content
marketing spend by
assembling the right team and
embrace a new way of working.

58. @craigpladson / #evmpls
Mindset

59. Get
started
@craigpladson / #evmpls

60. More making,
less planning
@craigpladson / #evmpls

61. Bet the garden,
not the farm
@craigpladson / #evmpls

62. Challenge
the status quo
@craigpladson / #evmpls

63. Embrace
design thinking
@craigpladson / #evmpls

64. Chance
favors the prepared mind
@craigpladson / #evmpls

65. Thanks!
@craigpladson
craigpladson.com
Making the Most
of Your Content
Marketing Spend