MEASURE: Know What Content Works
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This document provides an overview of content strategy best practices. It emphasizes establishing clear goals, defining key performance indicators, understanding costs, and measuring return on investment. Content should align with business goals like increasing awareness or leads while also meeting user needs. Both qualitative and quantitative metrics should be used to evaluate performance and identify areas for optimization. The overall message is that an effective content strategy focuses on creating the right content at the right time through strategic planning, measurement and continuous improvement.
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MEASURE: Know What Content Works
- 1. 1 MEASURE: Know What Content Works August 21, 2015
- 3. 3 by the numbers 3,000+ employees Represent 43% of Fortune 100 8 year average tenure among top 150 clients 1000+ industry awards in over 10 years 60% of client engagements multi-market Staff speak 65 languages 126 offices in 81 markets 3
- 4. 4 the company we keep
- 5. 5 the company we keep
- 6. 6 b2b marketing cleantech consumer marketing corporate crisis & issues management digital financial communications financial services government relations healthcare measurement & analytics mediaco public affairs technology travel & lifestyle marketing our practices our specialties agribusiness and food education element scientific communications emergent china employee engagement and change management event management executive equity and engagement issues and advocacy advertising litigation support media analysis and outreach multicultural communication reputation management social impact sports marketing video and integrated content creation
- 7. 7 our talent pool writers directors PhD’s journalists lawyersbloggers conversation- starters storytellers builders media experts content developers strategists artists policy/legislative insiders MBAs analysts nutritionists producers researchers
- 8. 8 International Consultancy of the Year MOST INNOVATIV E AGENCY Outstanding Public Relations Consultancy LIFETIME: 23 CANNES LIONS TOP PLACES TO WORK IN PR 2013 2014: 3 CANNES LIONS BEST LARGE AGENCY, NORTH AMERICA APAC DIGITAL AGENCY OF THE YEAR HEALTHCARE AGENCY OF THE YEAR BEST LARGE AGENCY (North America) 2014 honors
- 10. 10 Content Strategy 101 Content Strategy provides the right content at the right time to meet users’ needs and interests through the strategic planning of content creation, delivery, and governance. ADD TITLE
- 11. 11 Content Strategy 101 ADD TITLE • Holistic: Consider the entire customer experience across all channels • User-Centered: Deliver relevant, timely information based on who, how, where, and when users are interacting with you • Effective: Create measureable content goals and optimize against them • Efficient: Maximize the impact of every piece of content
- 12. 12 The Business Case ADD TITLE • Customer retention • Customer support • Share voice • Education • SEO • Sales/lead generation • Lead nurturing • CRM (portal) • Lower transaction costs • Drive conversion • Enable transaction • Increase brand awareness • Augment brand loyalty/preference What do you want to achieve?
- 13. CONTENT ROI Define. Create. Measure.
- 14. 14 + + Value. Engagement. Results. “What’s the point of publishing content that doesn’t make a difference in some way? The further down the publishing path brands get, the more pressure there will be to show results from their efforts. In 2014, a good number of brands will put real pressure on their marketing teams to tie the thread between publishing results and business results.” - Contently State of Content Marketing 2014
- 15. 15 When Should You Focus on Content ROI? ADD TITLE Before its too late!
- 16. 16 When Should you Focus on Content ROI? ADD TITLE • Before a major platform move? • At the beginning of a campaign? • At the end of a campaign? • When evaluating the performance of your content team? • On a continuous cycle?
- 17. 17 ADD TITLE When Should You Focus on Content ROI? • Before a major platform move? • At the beginning of a campaign? • At the end of a campaign? • When evaluating the performance of your content team? • On a continuous cycle? ......................………………………………… .................…………………………………… …..………………………………………………….. …………..........….. ………..………………………………………………...
- 18. 18 ADD TITLE ROI of Social Marketing Brand awareness Thought leadership Lead generation Customer experience / retention Analytics / measurement
- 19. 19 ADD TITLE Set Realistic Content Goals Prioritized Content Goals • Start with business goals • Layer in user needs • Map to the journey • Align and prioritize • Keep it real
- 20. 20 ADD TITLE Business Goals What does your business need? • Increase market share • Increase brand loyalty • Increase brand awareness • Establish the business as an expert in the industry How can your content support these needs? • Lead generation • Reward your customers for their engagement • Focus on SEO and broadcast to drive traffic • Focus on thought leadership
- 21. 21 ADD TITLE User Goals What do your users need to know? • How can I start today? • Who is coming into my home? • What will they install? • How much will it cost? • How does the process work?
- 22. 22 Establish Measurable Key Performance Indicators
- 23. 23 ADD TITLE Define Evaluation Criteria Qualitative • Brand and style consistency • Plain language • Findability • Authority • Relevance • Business goals • User needs • Current Quantitative • Exposure (content views, impressions) • Engagement (time, clicks, rating, comments) • Conversion • Purchase (attributable conversion) • Registration (for gated content) • Deeper engagement (return visits, click- through) • Redistribution (shares, repins, etc.) • Age
- 24. 24 ADD TITLE Understand the Investment: Plan Early & Often .com Social Search Apps Email DM Display Mobile Call / Chat Dealership Telemetry .com Mobile Search Apps Email DM Display Social Call / Chat Dealership Telemetry Awareness Consideration Evaluation • # of Likes • # Positive Mentions / Growth • # of Pins • # App Downloads • Email Registration / Growth • Email Open Rate • Email CTR • DM Response Rate • Avg. number of pages viewed • Avg. Time on site • CPM (Cost Per Impression) • CTR (Click Through Rate) • CPC (Cost Per Click) • CPA (Cost Per Action) • # of Fans / Fan Growth • # of Followers / Growth • Total Page Views (.com) • Unique Page Views (.com) • Total Page Views (M.) • Unique Page Views (M.) • Email Open Rate • Email CTR • # of unique/total app logins • # unique/total vehicle builds • # of model page views • # of video views • Avg. % of video viewed • Avg. mins. of video viewed .com Social Search Apps Email DM Display Mobile Call / Chat Dealership Telemetry
- 25. 25 ADD TITLE Understand the Investment: Plan Early & Often What do you pay to create a piece of content? Internal • Planners / Strategists • Copywriters • Designers • Videographer • Editors • SME Opportunity Cost External • Copyright • Vendors • Services
- 26. 26 ADD TITLE Understand the Investment: Plan Early & Often What do you pay to distribute a piece of content? Internal • Content manager • Social manager • PR manager • Marketing automation manager External • Vendors • Services • Paid search
- 27. 27 Measure the ROI Qualitative Quantitative Investment ROI = Value (Qualitative + Quantitative) Investment (Cost ÷ Use)
- 28. 28 ADD TITLE Measure the ROI
- 29. 29 ADD TITLE Content Evaluation & Improvement Qualitative score > Quantitative score Consider your distribution plan, or rethink your evaluation criteria Quantitative score > Qualitative score Consider a rewrite, or rethink your evaluation criteria Both low Remove from circulation and adapt your content plan Both high Promote, reuse and adapt your content plan
- 30. 30 Hey, a little help here? Weber Shandwick 30 Brand Audience Weber Shandwick 30
- 31. 31 ADD TITLE Manage & Share Your Content • Set a review flag in your content management system • Review content in batches • Sampling is your friend: focus on high-performing and low-performing content • Establish a robust but useful tagging and/or metadata schema in a CMS
- 32. 32 ADD TITLE Create Once, Distribute Many Times ARTICLE: Conquer Uncertainty: Learn how a home warranty can help you better plan and manage your household budget. CALCULATOR: Annual cost savings! TIPS & HIGHLIGHTS: Warranty coverage highlights! EMAIL: Warranty purchase confirmation $546 Portal Feature Spot: Seasonal Home Maintenance Tips
- 33. 33 Social Content ADD TITLE Social media is a car Content is the gas
- 34. 34 ADD TITLE OptimizeYour Content Step 1: Set Realistic Content Goals Step 2: Establish Measurable KPIs Step 3: Understand the Investment Step 4: Measure the ROI Step 5: Content Optimization
- 36. 36
Editor's Notes
- [PAUL]