Measuring the ROI of Marketing Content in the Hospitality industry
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This document summarizes a presentation about measuring the return on investment (ROI) of marketing content in the hospitality industry. The presentation introduces the shift from interruptive traditional marketing to inbound content marketing, where the customer is in control. It discusses how companies can build different types of marketing content assets and outlines ways to measure the ROI of content marketing by tracking metrics like traffic, leads, customers, revenue, and cost of customer acquisition. The presentation provides three case studies as examples and concludes by thanking the audience and providing contact information for further discussion.
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Measuring the ROI of Marketing Content in the Hospitality industry
- 1. MEASURING THE ROI OF MARKETING CONTENT IN THE HOSPITALITY INDUSTRY DAN TYRE FEB 2016
- 2. AGENDA • WELCOME & INTRODUCTIONS • CONTENT IS A KEY DIFFERENTIATOR • MEASURING THE ROI OF YOUR CONTENT • CASE STUDIES • Q&A
- 5. Over the past decade, there’s been a fundamental shift in the way companies reach their audience.
- 6. THEN Brands were in control. Buyers were constantly bombarded with billboards, commercials, and cold calls trying to sell them a product.
- 7. NOW The customer is in control. Buyers are tuning out loud, interruptive advertising and consuming information online.
- 8. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric SEO Blogging Attraction Customer - Centric INBOUNDTRADITIONAL vs.
- 9. At its core, content marketing is about building relationships with your audience by providing them with value.
- 10. By creating authentic content and personalized interactions throughout the buying process to attract leads, engage with prospects, and delight customers. Q: How? A:
- 11. Build Marketing Assets Blogs Interactive Tools Photos & Infographics Videos & Podcasts Presentations & eBooks
- 14. CONTENT TYPES
- 17. 1
- 21. HOW TO SHOW ROI • TRAFFIC • LEADS • CUSTOMERS & REVENUE • ELEMENTS • CHANNELS • COST OF CUSTOMER ACQUISITION
- 22. CASE STUDY
- 23. CASE STUDY 2
- 24. CASE STUDY 3
- 26. At HubSpot, we are on a mission to make the world more inbound by empowering businesses to connect with their audience in a meaningful way.
- 28. QUESTIONS?
- 30. THANK YOU AND A SMALL ASK Dan Tyre @dantyre DTyre@hubspot.com
Editor's Notes
- Introduce yourself to get things started.
- 2 MIN | 25 MIN Two more quick notes on the three stages of the different types of leads The data shows that prospects want sales to engage between 54-60% of the sales funnel The data shows that prospects want to interact with different types of information at different times HubSpot can help here…
- 2 MIN | 47 MIN This is Leroy, he is my mascot, this kid shows up on the internet more than cat video’s I like to put him in my cheerleader presentation because he makes me smile – every time – he closes out and leaves my audience happier than a pothead in Colorado
- Key Points: Building a modern smarketing organization is key to helping companies generate more revenue